Updating Your Analytics Toolbox: Measurement Solutions for 2014
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The document provides an update on new and upgraded measurement tools for marketing effectiveness, particularly focusing on Google Analytics' Universal Analytics and enhanced e-commerce features. It highlights the importance of implementing tag management solutions and mobile app analytics, as well as the utility of call tracking for a comprehensive measurement approach. Key takeaways emphasize planning for migration to Universal Analytics and utilizing advanced tracking features to improve data analysis.
Updating Your Analytics Toolbox: Measurement Solutions for 2014
- 1. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R YNINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Updating Your Analytics Toolbox July 25, 2014 Buzz Event
- 2. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y 2 Today: We will provide an update of new and upgraded measurement tools that you need to measure marketing effectiveness.
- 3. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Today’s Presenters 3 Luke Schlegel Director of Analytics • M.B.A. from The Carlson School of Management • B.A. in Economics from Carleton College Client Work includes: • Home improvement • Medical devices • Spirits • Footwear • Non-profits • Travel Lizzy Wilkins Senior Data Scientist • B.A. in Cognitive & Linguistic Science and Italian Studies from Wellesley College • Researched at MIT Media Lab in the Cognitive Machines Group • Studied in the MIT Comparative Media Studies program Client Work includes: • Health and fitness • Home furnishings • Consumer-packaged goods • Medical devices • Tax Services • Education • Non-profits
- 4. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y 4 AGENDA • Changes and Updates to Google Analytics – Universal Analytics – New and Improved Functionality • Tag Management Tools – What Are They? – Why Should You Be Using Them? • Mobile App Analytics • Call Tracking
- 5. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Google Analytics 5
- 6. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y 6 Universal Analytics (UA) A Google Analytics update that alters the way that data is collected and organized, allowing for a better understanding of how users interact with content
- 7. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Universal Analytics History 7 October 2012 • Launched into private beta March 2013 • Available in public beta April 2014 • Out of beta
- 8. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Universal Analytics: Today’s Standard • Includes support for all legacy features of Google Analytics – Including remarketing which prevented us from recommending implementation in the past • We are encouraging clients to begin planning the upgrade – The upgrade does require new code to be deployed across a site and careful planning – New product features are going to be focused on Universal Analytics 8
- 9. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Universal Analytics: Key Features 9 • Connect users across devices, sessions, and engagement data with the User ID • More simplified cross domain tracking using Referral Exclusion • Adjustable session and tracking cookie timeout settings • Custom dimensions and custom metrics collect data that are unique to your business
- 10. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y • The Measurement Protocol is a set of rules which Google Analytics uses to collect data across any device or system. • This means you can now send data from call center systems, point of sale systems, car computers, washing machines, etc. Universal Analytics Feature: Measurement Protocol 10 Raw User Interaction Data Google Analytics Servers HTTP Request from Developers
- 11. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Google Analytics Updates: Data Integration • Google Analytics supports data integrations from multiple sources. – Content data (metadata related to authorship and subject) – Product data (reduces the amount of ecommerce data you need to send to GA servers) – E-commerce refund data – Cost data (from paid search, display, non- Google media campaigns) 11
- 12. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y NHI Cost Importation Tool 12
- 13. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Enhanced E-Commerce 13
- 14. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Google Analytics Update: Enhanced E- Commerce • Builds on Universal Analytics’ user- centered view • Tracks user activity throughout the website journey such as: – Clicks on a product links – Product detail page views – Impressions and clicks on internal promotions – Adding/removing a product from a shopping cart – Initiating the of the checkout process – Order returns and refunds (through a data upload) 14
- 15. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Enhanced E-Commerce Sample Report 15
- 16. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Content Grouping 16
- 17. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Content Grouping • Content Grouping is a way to segment your data by the types of page/content on your site – Group content according to important website natural groupings within a hierarchy • Provides straightforward understanding how content drive actions and conversions 17 Content Grouping Content Group Content Group
- 18. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Content Grouping Organization 18 • Google Analytics allows up to five content groupings with unlimited groups within each. Bedroom Mattresses Bed Frames Office Desks Bookshelves Living Room Couches Coffee Tables Informational Cost Saving Eco-friendly Easy Installation Products Air Conditioners Heaters Product Example Focus: E-Commerce Content Example Focus: Brand Engagement
- 19. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Content Groupings: Provide additional content level insights 19
- 20. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Content Groupings: Implementation 20 Implementation Options Modify the tracking code for each page or screen you want to group Use regular expressions to extract the grouping from the URL Create rules to group content
- 21. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Channel Groupings 21
- 22. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Channel Groupings • The same concept as content groupings, but used within the acquisition reports – Similar but unique from source/medium dimensions • Default view for many of the acquisition reports, and the default is customizable 22
- 23. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Channel Groupings: Use Cases • Extends analysis beyond the source/medium • We have used it to group traffic by: – Referrals from parent organizations – Direct mail campaigns – Out-of-home ads – Paid social traffic – RSS feeds 23
- 24. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Attribution Models 24
- 25. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Attribution Models • A rule/set of rules that determine how credit for conversions is assigned to events in the conversion path • Allows… – For the creation of models that give more weight to certain steps in the conversion path – For comparison of models to understand return on advertising investments – For better budget allocation across marketing channels 25 0% 20% 40% 60% 80% 100% Linear Weighted First Click Time Decay ModelTypes Paid Display Organic Social
- 26. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Attribution Models 26
- 27. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Custom Attribution Model Creation 27
- 28. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Tag Management Solutions 28
- 29. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y You want to upgrade to Universal Analytics but… • your development team is busy. • you are still waiting for completion of the last implementation. • your marking requests are always de- prioritized in favor of operations requests. 29
- 30. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Consider A Tag Management Solution • Instead of placing individual and unique tags across a website, you can use a single container. • New tags can be added and deployed with minimal programming experience using a web interface. • Limits the need for onclick tags across the website 30
- 31. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Tag Management Interface 31
- 32. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Tag Manager: Becoming the Standard • Analytics packages are expanding to tag management – Google Tag Manager – Adobe Dynamic Tag Manager • Stand-alone Tag Management Products – Tealium 32
- 33. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Tag Management Considerations • Implementing a tag management tool should be considered when you are looking to upgrade your analytics platform. • Additional coding may be needed on certain pages to make information available • A governance and quality assurance policy should be developed and should be followed. 33
- 34. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Mobile App Analytics 34
- 35. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Flurry Analytics 35
- 36. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Why Use Flurry? • Use if your primary key performance indicator is brand awareness or engagement • Flurry has two “wins:” – Robust audience measurement capabilities – Benchmarks against industry/app vertical averages • Display ad opportunities at scale 36
- 37. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Return Rate (Repeat Engagement) 37
- 38. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Audience Measurement Across Apps 38
- 39. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Interest by Sessions/New Users 39
- 40. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y User Acquisition 40
- 41. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Pathing 41
- 42. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Conversion Funnels 42
- 43. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Google Mobile App Analytics 43
- 44. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Why use Google Mobile App Analytics? • Better reporting on e-commerce • Integrates with AdWords allowing referral source reporting • Integrates with other Google tools and Google Analytics views • Measures across devices 44
- 45. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y New Feature: Active Users 45
- 46. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Recency 46
- 47. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Plays Nicely with Other Google Products 47
- 48. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Pathing 48
- 49. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Call Tracking 49
- 50. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Call Tracking • Unique numbers assigned and displayed on the site assigned by – Channel – User • Identify the source of phone leads – Organic versus paid • Localized phone numbers create an enhanced user experience 50
- 51. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Implementations • Adding a single piece of JavaScript to the website can generate unique phone numbers • When calls are initiated, a postback to Google Analytics (another analytics package) occurs, recording the source of the call. • Costs are based on the number of phone numbers needed and call volume 51
- 52. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Key Takeaways • If you are a Google Analytics user, begin planning a migration and an upgrade to Universal Analytics. • Utilize features such as channel and content groupings to make your data easier to use. • Implement call tracking to measure the full impact of your website and your digital media. 52
- 53. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Thank you 53 For more information on how to update your analytics toolbox, visit NinaHale.com. Twitter | Facebook | LinkedIn 612.392.2427
Editor's Notes
- #11: Data is still sent via the __utm.gif image request and you can send data via a GET or a POST This means you can now send data from call center systems, point of sale systems, etc.
- #20: Add larger screenshot To zoom in
- #38: Repeat engagement
- #39: If you have multiple apps, you can see how many users use two or more of your apps.4 Understand growth across your entire portfolio of apps. Flurry provides a view into your total unique users, cross-usage of apps, and app-to-app conversions
- #40: Benchmarks against 550,000 apps and over 5 billion sessions. See how you’re performing versus the competition with category-level benchmarks not available anywhere else. Because Flurry tracks half a million apps, we can benchmark your app’s Session Length, Frequency of Use, and Retention. Compare your app to those in any app store category.
- #41: More robust source/medium reporting than Google Analytics – less focused on Google Play only.
- #42: Are your customers progressing as you hoped they would? Is level 3 too hard? Is the menu easy to navigate? Answer these questions by exploring User Paths, which show you how customers move through Events. Identify any hiccups in the flow and make sure the user experience is a good one.
- #43: Easily create Funnels to measure conversion through any series of steps you’d like consumers to complete, such as making purchases, completing tutorials, or advancing through levels in a game. Funnels calculate for all of your historical data, so you can create them at any time.
- #48: Integrates with Google Play, Adwords, and other products.