The first data that we want to look at is the audience.
This is great for figuring out who your target audiences who is actually coming to your Web site you
might have an idea for who you're creating content for.
But when you look at your data it might be something different or it might confirm your expectations.
So at the beginning of the digital marketing masterclass we created our target audience.
This was just who we think our Web site and our products and services are for now we can actually analyze
that data.
So under audience you have this basic overview which is basically just really briefly how many people
are coming to your Web site.
The language they speak.
This in itself is not that helpful but when we dive into some of these other categories for example
let's go to the overview of the demographics where you can see that for videos online.
Most people are between 18 and 34 years old.
Most people are male.
This means one that we should cater our content to this type of audience.
And or if you want to increase the amount of people who are older or maybe if we want more females interested
in our Web site we need to change the way that we are creating our content change the voice change the
personality not that one way is right or wrong.
It kind of depends on what your goals are but you definitely don't want to be disturbing the female
audience or the audience that's for example over 45 years old.
If you want to actually serve that audience and for example I know with my classes that a lot of 18
to 24 year olds don't have a lot of disposable income where they're willing to pay for an online course
for example.
And so perhaps I do need to cater more towards the older audience and figure that out.
If you go down under age we can see this difficulty.
The categories I mean see how often they're watching how often they're the new user.
Which one is has the higher bounce rate.
How many pages people are viewing per session what the average session looks like.
You know for the older audience they're spending more time for their young audience 18 to 24 they're
37 seconds average duration.
That doesn't surprise me because the younger generations like to click around from place to place.
You can do the same thing for gender and see if there's a difference there.
This next tab under interest is very important to look at.
This gives you those categories that Google kind of comes up with.
And this can help you figure out who you're going to advertise to earlier in this digital marketing
masterclass.
We learned about creating YouTube ads and this was these were some of the categories that you're given
you're not able to search for people who specifically like Adobe Premiere Pro and send people those
ads.
But what we can find is that a lot of people that visit our site are that shutterbug category or movie
lover category or the shoppers and value shoppers category.
So this is the category or the type of people that we would target with our youtube ads or for with
our Google ads in the future under geography we can see the countries that are most represented.
Scroll down and you can see for me obviously mostly English speaking countries are at the top.
But then you can also see that countries like Germany the Netherlands these are well-represented.
They have a lot of people that speak English as well as their own language.
So that's why they might be visiting our site more.
But this is again if for some reason you're getting a lot of Spanish speakers from Spain or from Mexico
or from other countries you might need to create more content to cater to those audiences.
For example I have a big audience from India and that's partly because there's just so many people in
India and they are often looking for ways to learn new skills.
That's what I found for my courses and for my Torrijos.
And so speaking out directly to this audience is important.
For example in an article we can speak out say hey welcome people from India from the United Kingdom
because that will connect them better with you as a person and a brand.
And it's kind of cool just up here in the Mabee you can see how many people visit your site from these
specific countries.
For this past month you can change that up there.
All of this is to build a better profile for our customer and our technology.
You can see the browsers that these individual cells are using.
It's really crazy how much you can see and so over view of the mobile devices versus desktop versus
tablet just diving deeper into all these analytics so use under audience all of these different categories
to build a better profile for who your audience is.
And this can affect your voice your branding how you want to change in the future or it can affirm your
thoughts and your goals that way.
And the next video we're going to look at this acquisition tab which is important for figuring out where
people are coming from and how you can benefit even more from those channels.
This video we'll go over this acquisition tab over here.
This allows you to see where are people coming from to get to your Web site.
So in the overview you have all of the sort of different ways that people find you from organic search
direct referral social for some channels for some Web sites you might have a huge social media acquisition
channel.
People might be coming from your Twitter or your Facebook accounts or for example if you're sending
out a lot of email campaigns if you have a lot of links back to your Web site you might have this direct
channel is a big one for me.
Organic search is huge.
So you can dive into any of these by clicking on them.
The thing with search is that a lot of the search terms aren't provided because Google keeps that private
for people who are searching with Google Chrome depending on the settings that they've chosen.
So this is good to look at.
I wish we got a little bit more data because then we can see what are people searching to find our Web
site for example video Boka online is a search term.
Now I actually don't have really much on video Boka I have stuff on photography Bocca but knowing that
people are searching for this term and finding my web site is good so I can create content about that
premiere after effects software that's definitely something that I teach how to edit green screen footage.
That's good because I have a great article for that.
So this provides some information but it doesn't give you all the key terms that I would like.
You can click on any of these others to find more information for example.
Direct will show you the pages that people are coming to right away directly.
So for example a lot of people are coming straight to my home page or my course library.
I like looking at the referral because this shows you who is sending you people where are they coming
from.
So a lot of people are coming from this Web site right here so I'm wondering this looks like some sort
of Android app or something like that.
People are coming from online course Masters dot com.
Anthony doc also if we go to social you can see where they're coming from a lot from YouTube for me
a lot from Facebook some from Pinterest I've done a little bit with Pinterest myself and so you can
see that the two channels that I spend most of my efforts on are YouTube and Facebook.
Over on the left under acquisition under social click on landing pages this will show you the pages
that people come to from your social posts.
And what this allows you to do is see which posts of yours did best because this takes into account
not just from Facebook not just from Twitter but from all of your social media accounts.
This is great because on Facebook or wherever you're posting these links you can see some data and you
can see how many people like and share.
But here you can see the data from all of your social media channels.
All the people that actually came to your Web site.
So for example I recently posted this ten key takeaways from you to me live article.
And so over 200 people came to my Web site from that post and most of that was from Facebook but some
might have come from the Twitter post as well.
Most of them recent posts here that I see are recent articles that I've shared but some are older too.
So that means people are sharing them online which is good to know too.
And we can use that data to create more content like that.
If you click on users flow this is super interesting.
You can see user flow from social media but also just in general which we'll cover in just a second.
But basically you can see that people are coming from YouTube and then where are they going.
A lot are going to the home page and then from the home page where those people going to they're going
to the course library or they're going to the getting started page.
So if we want to highlight traffic through here to see it more easily from YouTube we can click there
and here we can see OK.
So a lot of people went from youtube to this 10 key takeaways from you to me live.
So I want to see what people did after that we can click highlight traffic there again and we can see
that people went to the course library or this is the home page or the 16 other pages that we can look
into even and get more data that way.
This is super helpful information to know like what are people doing on your website and how do we get
them to if they're not going to the course library for example or they're not going to a specific page.
Maybe that means you need to redesign the pages that they're landing on so that there's more links to
those pages you want them to get to.
So this is really crucial day.
This is just from social media.
But we can go under behavior and we can see behavior flow for the entire site here.
So on a behavior we're jumping around a little bit but here you can see you know our most popular landing
pages from search and from other social referrals are these tutorials of mine.
So green screen editing and so I can see that they go to this landing page or this blog article and
then what happens.
Some of them go to the course libraries some go to the home page some go to the getting started page
some go to the resources page some just go back to the blog articles.
If I click down here for these group details for the rest of the pages here are all the other blog articles
and pages that people go to.
So ideally people are going directly to the course library.
It doesn't give me that information.
If they click the link to the Course that's hosted on to me for example that's on this blog article.
But if it was to of course page that was on my web site I would get that data.
It's really important to see what people are doing from your home page.
So here people go to my home page what do they do next.
Most people I go to the course library.
Some people are going to the getting started page some resources some to the articles page let's click
more get more detail for the other pages.
Here again we have some more data for the other pages that people go to.
And so again I know I'm a little bit of a broken record but if you see this data and you want more people
going to your course library for example from your home page you maybe have to set up your home page
a little bit differently so that there's not just a button at the top of the page but maybe your main
call to action or something like that on your home page is for your course library or whatever product
or service you have to offer.
So that's what this behavior flow chart allows you to do.
So that's both of these the acquisition and the behavior tabs are great for figuring out what people
are actually doing on your Web site and the next video I want to show you something cool which is a
heat map for your pages so you can see where people are actually clicking on your pages which gives
you a little bit more detail compared to this behavior flow chart.