Rogue Media

The first of seven new features rolled out in Google Analytics recently is known as Analytics Intelligence. Long story short, a newly automated system has been implemented that parses the data related to your Google Analytics account(s) and will report when and if anything anomalous occurs. This can be something like the bounce rate abruptly rising, traffic flow to a landing page suddenly dropping, or any other system-wide ‘red flag’ that might otherwise not be caught without the aid of a meticulous eye and some degree of effort in reviewing analytic data, and even then– Analytics Intelligence is on the job 24 hours a day. Alerts come in the form of messages sent to the controlling account’s registered email address, making worries about awareness regarding internet traffic a thing of the past.

Another wonderful aspect of Analytics Intelligence is that the end user doesn’t need to set any kind of sensitivity or threshold for normal functionality. There is an advanced algorithm at work that interprets not only daily/weekly/monthly data when determining whether an event is exceptional, but also historic and cyclical data that allows AI to better ascertain the significance of movements and changes in traffic flow. Even better is that, if an end user did so desire, they can create custom metrics that can alert them if any number of conditions take place.

Custom Alerts can be set up to notify you if, for example, you wanted to know when you’ve reached x number of visitors from a specific geographic location. Or, to know when and if the percentage of traffic from a specific advertising campaign comprises a certain amount of total visits from all sources. Information such as this allows you to more quickly determine the effectiveness of advertising in a number of media and more effectively budget your internet marketing dollars, among other insights.

Check out the wonderfully produced Google video on this feature @ Google Analytics Intelligence. In the next installment, more hands-on with new Google Analytics features!

Google has recently announced an update to their robust web analysis tool, Google Analytics, that brings with it seven new and powerful features: Analytics Intelligence (with Custom Alerts), Expanded Goals and New Engagement Goals, Expanded Mobile Reporting (for non-JavaScript enabled phone traffic and usage), Unique Visitors Metric, Multiple Custom Variables, the ability to share Advanced Segements and Custom Report Templates, and new Advanced Analysis Features (Pivoting, Secondary Dimensions, and Advanced Table Filtering).

Over the next few installments, I’ll cover what each of these new and exciting features has to offer in terms of improving search engine optimization intelligence and how it can enable improved decisionmaking that in turn prompts actionable change. Using the additional data provided by (or better identified by) the use of the new features to improve marketing throughput can result in quicker reaction to market changes and user preferences and the ability to seize opportunities that might not have otherwise been apparent. One other wonderful benefit provided by a number of the new tools is the ability to dig deeper into data already collected to discover areas for improvement in future cycles, particularly for businesses or entities that operate with great fluctuation from season to season.

Knowledge is power, as it always has been. These new additions to an already powerful tool for divining insight from the site(s) surveyed are nothing short of excitingly intriguing, and will lead to higher yields, less overhead, and more sound decisionmaking for those that can effectively take advantage of them and what they have to offer.