1. E-commerce Analytics
1.1. Segments
1.1.1. Customer Types
1.1.2. Traffic Sources
1.1.3. Product Category
1.1.4. Geograffic Location
1.2. Dashboards
1.3. Segmentation
1.3.1. When I apply a segment its beacuse i'm filtering in a realtime
1.4. Analysis
1.4.1. Traffic Analysis
1.4.1.1. Helps to understand which traffic source results in more conversions and helps to determinate why
1.4.2. Multichannel Analysis
1.4.2.1. We can evaluated the channels based on how they assisted other channels in generating revenue
1.4.3. Customer Profile Analysis
1.4.3.1. to understad who the customers are and what they are intereses in
1.4.4. Multi-Channel Funnel Reports
1.4.4.1. Can futher fill in the picture by showing how a certain channels nad campains assit other channels and eventually drive conversions
2. Google Tag Manager
3. Digital Analytics
3.1. Measurement Plan
3.1.1. 1. Business Objectives
3.1.2. 2. Estrategies & Tactics
3.1.2.1. Support the objectives on the company
3.1.3. 3. Define de KPI's
3.1.3.1. To measure
3.1.3.2. Ex: The sales are down of 70%
3.1.4. 4. Segments
3.1.4.1. To understand what drives success
3.1.4.2. This are the dimensions (por donde el cliente quiere que e visualice la información por edades)
3.1.5. Targets
3.1.5.1. Have to be for each KPI to understand is the bussines is reaching its goals
3.2. Analytics Principles
3.2.1. Attribution Models
3.2.1.1. Last Click
3.2.1.2. First Click
3.2.1.3. Last-Non Direct Click
3.2.1.4. Linear Click
3.2.1.5. Positional Click
3.2.1.5.1. Combines FC, LC, & LNC
3.2.2. Conversions
3.2.2.1. When some one buys something on my site
3.2.2.2. When the user complete an important task
3.2.2.3. to know
3.2.2.3.1. The conversions for general don't convert in the first session, this takes more sessions to convert
3.2.3. Tracking
3.2.4. Metrics
3.2.4.1. Types
3.2.4.1.1. Turn Over
3.2.4.1.2. Customer Retention
3.2.4.1.3. Volume of Sales
3.2.4.1.4. Profit
3.2.4.2. Quantitative Measurements
3.2.5. Goalds
3.2.5.1. Are the measure the success of the KPI
3.2.5.1.1. Ej: A contactform submission
3.2.5.2. Characteristics
3.2.5.2.1. Give additional data & generate conversion data
3.2.5.2.2. Will only record once per sesión
3.2.5.2.3. Need a destination (Use the types)
3.2.5.2.4. It´s easier to evaluate the success of the markethig activities
3.2.5.3. Types
3.2.5.3.1. Destination
3.2.5.3.2. Duration
3.2.5.3.3. Pages per Session
3.2.5.3.4. Based on Events
3.2.6. Events
3.2.6.1. Are
3.2.6.1.1. Independently track user interactions
3.2.6.2. used
3.2.6.2.1. To measure any on sites actions and can be recorded a multiple times
3.2.6.3. Characteristics
3.2.6.3.1. This will be recorded as often as they occur
3.2.6.3.2. This can be anything don't need a destination
3.2.7. Multi-Channel Funnels
3.2.7.1. let me understand how are the source traffic that sends the user to my site
3.2.7.2. This show me how the differents channels Works together
3.2.8. Channels
3.2.8.1. Conversions Path
3.2.8.1.1. Last Interaction
3.2.8.1.2. Assit Interaction
3.2.8.1.3. First Interaction
3.2.8.1.4. Last-Non Interaction
3.2.8.1.5. Last AdWords Clicks
3.2.8.1.6. Time Decay
3.2.8.1.7. Linear
3.2.8.1.8. Position Based
3.2.8.2. Types
3.2.8.2.1. Paid
3.2.8.2.2. Social Network
3.2.8.2.3. Display
3.2.8.2.4. Email
3.2.8.3. Rules-based groupings of your traffic source
3.2.9. Source
3.2.9.1. Organic
3.3. Diference between similar concepts
3.3.1. Pageview vs Unique Pageview
3.3.2. Session vs Unique
3.3.3. Sessions vs Clicks
3.3.3.1. Session
3.3.3.1.1. The unique session iniciated by user
3.3.3.2. Clicks
3.3.3.2.1. How many times your advertisment has been open
3.3.4. Sessions vs Entrances
3.3.4.1. Session
3.3.4.1.1. Incremented with the first hit of a session
3.3.4.2. Entrances
3.3.4.2.1. Incremented with the first page view hit of a session
4. Analytics Plataform
5. path length
5.1. how many times the user interact with the channel before convert
6. Campaigns
6.1. URL_Campaigns
6.1.1. utm_source
6.1.2. utm_campaign
6.1.3. utm_medium