WEBVTT 00:01.410 --> 00:05.460 The first data that we want to look at is the audience. 00:05.580 --> 00:12.000 This is great for figuring out who your target audiences who is actually coming to your Web site you 00:12.000 --> 00:15.060 might have an idea for who you're creating content for. 00:15.080 --> 00:22.260 But when you look at your data it might be something different or it might confirm your expectations. 00:22.260 --> 00:27.220 So at the beginning of the digital marketing masterclass we created our target audience. 00:27.360 --> 00:33.930 This was just who we think our Web site and our products and services are for now we can actually analyze 00:33.930 --> 00:35.010 that data. 00:35.010 --> 00:41.730 So under audience you have this basic overview which is basically just really briefly how many people 00:41.730 --> 00:43.210 are coming to your Web site. 00:43.320 --> 00:44.970 The language they speak. 00:44.970 --> 00:50.670 This in itself is not that helpful but when we dive into some of these other categories for example 00:50.670 --> 00:56.190 let's go to the overview of the demographics where you can see that for videos online. 00:56.190 --> 01:00.220 Most people are between 18 and 34 years old. 01:00.240 --> 01:02.160 Most people are male. 01:02.250 --> 01:08.100 This means one that we should cater our content to this type of audience. 01:08.460 --> 01:16.020 And or if you want to increase the amount of people who are older or maybe if we want more females interested 01:16.020 --> 01:23.370 in our Web site we need to change the way that we are creating our content change the voice change the 01:23.370 --> 01:28.530 personality not that one way is right or wrong. 01:28.590 --> 01:35.910 It kind of depends on what your goals are but you definitely don't want to be disturbing the female 01:35.910 --> 01:40.270 audience or the audience that's for example over 45 years old. 01:40.470 --> 01:46.440 If you want to actually serve that audience and for example I know with my classes that a lot of 18 01:46.440 --> 01:52.440 to 24 year olds don't have a lot of disposable income where they're willing to pay for an online course 01:52.440 --> 01:53.490 for example. 01:53.550 --> 01:58.870 And so perhaps I do need to cater more towards the older audience and figure that out. 01:59.100 --> 02:03.480 If you go down under age we can see this difficulty. 02:03.510 --> 02:10.650 The categories I mean see how often they're watching how often they're the new user. 02:10.770 --> 02:13.440 Which one is has the higher bounce rate. 02:13.500 --> 02:19.940 How many pages people are viewing per session what the average session looks like. 02:19.940 --> 02:25.870 You know for the older audience they're spending more time for their young audience 18 to 24 they're 02:25.890 --> 02:29.010 37 seconds average duration. 02:29.010 --> 02:34.140 That doesn't surprise me because the younger generations like to click around from place to place. 02:34.140 --> 02:38.220 You can do the same thing for gender and see if there's a difference there. 02:38.880 --> 02:42.770 This next tab under interest is very important to look at. 02:42.910 --> 02:47.490 This gives you those categories that Google kind of comes up with. 02:47.740 --> 02:53.740 And this can help you figure out who you're going to advertise to earlier in this digital marketing 02:53.740 --> 02:54.460 masterclass. 02:54.460 --> 03:01.990 We learned about creating YouTube ads and this was these were some of the categories that you're given 03:01.990 --> 03:08.230 you're not able to search for people who specifically like Adobe Premiere Pro and send people those 03:08.230 --> 03:09.040 ads. 03:09.040 --> 03:15.940 But what we can find is that a lot of people that visit our site are that shutterbug category or movie 03:15.940 --> 03:20.490 lover category or the shoppers and value shoppers category. 03:20.500 --> 03:26.290 So this is the category or the type of people that we would target with our youtube ads or for with 03:26.290 --> 03:32.600 our Google ads in the future under geography we can see the countries that are most represented. 03:32.650 --> 03:38.740 Scroll down and you can see for me obviously mostly English speaking countries are at the top. 03:38.920 --> 03:43.890 But then you can also see that countries like Germany the Netherlands these are well-represented. 03:43.900 --> 03:49.210 They have a lot of people that speak English as well as their own language. 03:49.240 --> 03:52.550 So that's why they might be visiting our site more. 03:52.720 --> 03:59.500 But this is again if for some reason you're getting a lot of Spanish speakers from Spain or from Mexico 03:59.500 --> 04:04.410 or from other countries you might need to create more content to cater to those audiences. 04:04.420 --> 04:09.640 For example I have a big audience from India and that's partly because there's just so many people in 04:09.640 --> 04:15.030 India and they are often looking for ways to learn new skills. 04:15.040 --> 04:18.110 That's what I found for my courses and for my Torrijos. 04:18.310 --> 04:22.770 And so speaking out directly to this audience is important. 04:22.930 --> 04:29.590 For example in an article we can speak out say hey welcome people from India from the United Kingdom 04:29.800 --> 04:33.900 because that will connect them better with you as a person and a brand. 04:34.300 --> 04:40.360 And it's kind of cool just up here in the Mabee you can see how many people visit your site from these 04:40.360 --> 04:42.260 specific countries. 04:42.370 --> 04:46.490 For this past month you can change that up there. 04:46.750 --> 04:51.930 All of this is to build a better profile for our customer and our technology. 04:51.930 --> 04:56.260 You can see the browsers that these individual cells are using. 04:56.260 --> 05:03.700 It's really crazy how much you can see and so over view of the mobile devices versus desktop versus 05:04.300 --> 05:11.410 tablet just diving deeper into all these analytics so use under audience all of these different categories 05:11.410 --> 05:14.610 to build a better profile for who your audience is. 05:14.770 --> 05:21.700 And this can affect your voice your branding how you want to change in the future or it can affirm your 05:21.700 --> 05:23.820 thoughts and your goals that way. 05:24.620 --> 05:30.780 And the next video we're going to look at this acquisition tab which is important for figuring out where 05:30.780 --> 05:35.030 people are coming from and how you can benefit even more from those channels. 05:59.640 --> 06:03.710 This video we'll go over this acquisition tab over here. 06:03.720 --> 06:08.870 This allows you to see where are people coming from to get to your Web site. 06:08.880 --> 06:14.820 So in the overview you have all of the sort of different ways that people find you from organic search 06:14.820 --> 06:22.050 direct referral social for some channels for some Web sites you might have a huge social media acquisition 06:22.050 --> 06:22.440 channel. 06:22.440 --> 06:27.810 People might be coming from your Twitter or your Facebook accounts or for example if you're sending 06:27.810 --> 06:33.870 out a lot of email campaigns if you have a lot of links back to your Web site you might have this direct 06:33.870 --> 06:36.420 channel is a big one for me. 06:36.420 --> 06:38.550 Organic search is huge. 06:38.550 --> 06:41.660 So you can dive into any of these by clicking on them. 06:41.670 --> 06:47.460 The thing with search is that a lot of the search terms aren't provided because Google keeps that private 06:47.790 --> 06:53.880 for people who are searching with Google Chrome depending on the settings that they've chosen. 06:53.880 --> 06:55.290 So this is good to look at. 06:55.290 --> 07:01.590 I wish we got a little bit more data because then we can see what are people searching to find our Web 07:01.590 --> 07:06.760 site for example video Boka online is a search term. 07:06.840 --> 07:14.460 Now I actually don't have really much on video Boka I have stuff on photography Bocca but knowing that 07:14.460 --> 07:20.250 people are searching for this term and finding my web site is good so I can create content about that 07:20.590 --> 07:26.180 premiere after effects software that's definitely something that I teach how to edit green screen footage. 07:26.250 --> 07:29.650 That's good because I have a great article for that. 07:29.880 --> 07:35.110 So this provides some information but it doesn't give you all the key terms that I would like. 07:35.190 --> 07:38.400 You can click on any of these others to find more information for example. 07:38.400 --> 07:42.930 Direct will show you the pages that people are coming to right away directly. 07:42.930 --> 07:48.090 So for example a lot of people are coming straight to my home page or my course library. 07:48.150 --> 07:54.630 I like looking at the referral because this shows you who is sending you people where are they coming 07:54.630 --> 07:55.350 from. 07:55.590 --> 08:00.960 So a lot of people are coming from this Web site right here so I'm wondering this looks like some sort 08:00.960 --> 08:03.230 of Android app or something like that. 08:03.360 --> 08:06.130 People are coming from online course Masters dot com. 08:06.130 --> 08:13.170 Anthony doc also if we go to social you can see where they're coming from a lot from YouTube for me 08:13.170 --> 08:20.220 a lot from Facebook some from Pinterest I've done a little bit with Pinterest myself and so you can 08:20.220 --> 08:25.800 see that the two channels that I spend most of my efforts on are YouTube and Facebook. 08:25.980 --> 08:33.210 Over on the left under acquisition under social click on landing pages this will show you the pages 08:33.210 --> 08:36.470 that people come to from your social posts. 08:36.660 --> 08:42.360 And what this allows you to do is see which posts of yours did best because this takes into account 08:42.420 --> 08:48.240 not just from Facebook not just from Twitter but from all of your social media accounts. 08:48.240 --> 08:54.120 This is great because on Facebook or wherever you're posting these links you can see some data and you 08:54.120 --> 08:56.410 can see how many people like and share. 08:56.580 --> 09:00.930 But here you can see the data from all of your social media channels. 09:01.140 --> 09:03.730 All the people that actually came to your Web site. 09:03.750 --> 09:08.990 So for example I recently posted this ten key takeaways from you to me live article. 09:09.120 --> 09:15.330 And so over 200 people came to my Web site from that post and most of that was from Facebook but some 09:15.330 --> 09:18.320 might have come from the Twitter post as well. 09:18.330 --> 09:24.870 Most of them recent posts here that I see are recent articles that I've shared but some are older too. 09:25.020 --> 09:29.390 So that means people are sharing them online which is good to know too. 09:29.520 --> 09:33.540 And we can use that data to create more content like that. 09:33.540 --> 09:37.320 If you click on users flow this is super interesting. 09:37.320 --> 09:43.490 You can see user flow from social media but also just in general which we'll cover in just a second. 09:43.650 --> 09:49.500 But basically you can see that people are coming from YouTube and then where are they going. 09:49.500 --> 09:55.260 A lot are going to the home page and then from the home page where those people going to they're going 09:55.260 --> 09:58.790 to the course library or they're going to the getting started page. 09:58.800 --> 10:03.750 So if we want to highlight traffic through here to see it more easily from YouTube we can click there 10:04.320 --> 10:05.530 and here we can see OK. 10:05.580 --> 10:11.450 So a lot of people went from youtube to this 10 key takeaways from you to me live. 10:11.640 --> 10:17.250 So I want to see what people did after that we can click highlight traffic there again and we can see 10:17.250 --> 10:24.540 that people went to the course library or this is the home page or the 16 other pages that we can look 10:24.600 --> 10:27.210 into even and get more data that way. 10:27.210 --> 10:33.960 This is super helpful information to know like what are people doing on your website and how do we get 10:33.960 --> 10:40.020 them to if they're not going to the course library for example or they're not going to a specific page. 10:40.020 --> 10:45.990 Maybe that means you need to redesign the pages that they're landing on so that there's more links to 10:45.990 --> 10:48.380 those pages you want them to get to. 10:48.630 --> 10:50.460 So this is really crucial day. 10:50.490 --> 10:52.800 This is just from social media. 10:52.950 --> 10:58.580 But we can go under behavior and we can see behavior flow for the entire site here. 10:58.960 --> 11:06.130 So on a behavior we're jumping around a little bit but here you can see you know our most popular landing 11:06.130 --> 11:13.320 pages from search and from other social referrals are these tutorials of mine. 11:13.560 --> 11:19.800 So green screen editing and so I can see that they go to this landing page or this blog article and 11:19.800 --> 11:21.930 then what happens. 11:22.050 --> 11:27.810 Some of them go to the course libraries some go to the home page some go to the getting started page 11:28.530 --> 11:32.940 some go to the resources page some just go back to the blog articles. 11:33.030 --> 11:40.380 If I click down here for these group details for the rest of the pages here are all the other blog articles 11:40.380 --> 11:42.860 and pages that people go to. 11:42.990 --> 11:46.430 So ideally people are going directly to the course library. 11:46.620 --> 11:48.200 It doesn't give me that information. 11:48.210 --> 11:54.300 If they click the link to the Course that's hosted on to me for example that's on this blog article. 11:54.300 --> 11:59.110 But if it was to of course page that was on my web site I would get that data. 11:59.280 --> 12:03.730 It's really important to see what people are doing from your home page. 12:03.840 --> 12:07.360 So here people go to my home page what do they do next. 12:07.560 --> 12:10.830 Most people I go to the course library. 12:10.830 --> 12:19.050 Some people are going to the getting started page some resources some to the articles page let's click 12:19.050 --> 12:22.810 more get more detail for the other pages. 12:23.010 --> 12:28.430 Here again we have some more data for the other pages that people go to. 12:28.460 --> 12:35.030 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 12:35.030 --> 12:40.610 going to your course library for example from your home page you maybe have to set up your home page 12:40.610 --> 12:46.070 a little bit differently so that there's not just a button at the top of the page but maybe your main 12:46.070 --> 12:52.130 call to action or something like that on your home page is for your course library or whatever product 12:52.130 --> 12:53.660 or service you have to offer. 12:53.660 --> 12:57.080 So that's what this behavior flow chart allows you to do. 12:57.110 --> 13:02.690 So that's both of these the acquisition and the behavior tabs are great for figuring out what people 13:02.690 --> 13:07.220 are actually doing on your Web site and the next video I want to show you something cool which is a 13:07.220 --> 13:13.730 heat map for your pages so you can see where people are actually clicking on your pages which gives 13:13.730 --> 13:17.250 you a little bit more detail compared to this behavior flow chart.