Bart de waele - Wijs - Google Analytics Measurements behind the scenes - gabc12

590 views
534 views

Published on

Published in: Technology, News & Politics
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
590
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Bart de waele - Wijs - Google Analytics Measurements behind the scenes - gabc12

  1. 1. #GABC2012GA Measurements Behind The Scenes
  2. 2. Good morning! I’m Bart.
  3. 3. GOOGLE ANALYTICSMEASUREMENTBehind the scenes
  4. 4. Long live the web!Everything is measurable.
  5. 5. This is a bulleted list
  6. 6. This is a bulleted list
  7. 7. This is the plan• Phase 1: collect data• Phase 2: ?• Phase 3: Profit
  8. 8. It doesn’t work that way.
  9. 9. ProfitWanted behaviourShape behaviourStrategic insightModelData
  10. 10. ProfitWanted behaviourShape behaviourStrategic insightModelData
  11. 11. ProfitWanted behaviourShape behaviourStrategic insightModelData
  12. 12. This is a bulleted list
  13. 13. Model
  14. 14. One possible model:scan-behave-focus.
  15. 15. Analyse the question:• high involvement: scan-behave-focus• low involvement: scan-focus-behave(dependent on action/brand)
  16. 16. The Answer: communication• Analysis of the answer using a communication process model (a.k.a. DAGMAR model) to reach maximum impact
  17. 17. This is a bulleted list
  18. 18. Local challenges
  19. 19. Challenges1. Key clients who track all data in separate accounts2. Key clients who have different KPI’s for different departments3. Key clients who want to register micro / macro conversions
  20. 20. Solutions
  21. 21. Solutions1. Concept for cross domain tracking with multiple accounts2. Concept for standardization of KPI’s3. Concept for the streamlined implementation of events as micro /macro conversions using action sets
  22. 22. Implementation
  23. 23. GO ONE!• Challenge: clients who track all data in separate accounts• Solution: cross domain tracking with multiple accounts• Implementation @ Partena (next slide)
  24. 24. GO ONE!• Implementation: 1 account / 1 webproperty
  25. 25. GO ONE!• Implementation: cross domain tracking code for old and new integrated Go One! account
  26. 26. GO ONE!• Implementation: organizing profiles (low involvement)• SCAN: f.i. thematic sites / pages that attract & build awareness• FOCUS: f.i. informative sites / pages that orientate• BEHAVE: f.i. conversion pages / sites that generate leads
  27. 27. GO ONE!• Implementation: organizing profiles
  28. 28. KPI Standards• Challenge: key clients who have different KPI’s for different departements• Solution: standardization of KPI’s by means of engagement• Implementation @ CM/MC (next slide)
  29. 29. KPI Standards• Implementation: organizing KPI’s (high involvement)• SCAN: f.i. visits, visitors, bounces, media, sources, etc.• BEHAVE: f.i. pages/visit, time/visit, new/returning visitors, etc.• FOCUS: f.i. leads, subscriptions, shares, likes, etc.
  30. 30. KPI Standards• Implementation: reporting KPI’s
  31. 31. Micro / macro conversions• Challenge: clients who want to register micro / macro conversions• Solution: streamlined implementation of events as goals using action sets• Implementation @ Delijn (next slide)
  32. 32. Micro / macro conversions
  33. 33. This is a bulleted list
  34. 34. This is a bulleted list
  35. 35. Data overload Modelling Intelligence Actions
  36. 36. Bart De Waele@netlash+32 9 335 22 76bart@wijs.be

×