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

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Transcript

  • 1. #GABC2012GA Measurements Behind The Scenes
  • 2. Good morning! I’m Bart.
  • 3. GOOGLE ANALYTICSMEASUREMENTBehind the scenes
  • 4. Long live the web!Everything is measurable.
  • 5. This is a bulleted list
  • 6. This is a bulleted list
  • 7. This is the plan• Phase 1: collect data• Phase 2: ?• Phase 3: Profit
  • 8. It doesn’t work that way.
  • 9. ProfitWanted behaviourShape behaviourStrategic insightModelData
  • 10. ProfitWanted behaviourShape behaviourStrategic insightModelData
  • 11. ProfitWanted behaviourShape behaviourStrategic insightModelData
  • 12. This is a bulleted list
  • 13. Model
  • 14. One possible model:scan-behave-focus.
  • 15. Analyse the question:• high involvement: scan-behave-focus• low involvement: scan-focus-behave(dependent on action/brand)
  • 16. The Answer: communication• Analysis of the answer using a communication process model (a.k.a. DAGMAR model) to reach maximum impact
  • 17. This is a bulleted list
  • 18. Local challenges
  • 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. Solutions
  • 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. Implementation
  • 23. GO ONE!• Challenge: clients who track all data in separate accounts• Solution: cross domain tracking with multiple accounts• Implementation @ Partena (next slide)
  • 24. GO ONE!• Implementation: 1 account / 1 webproperty
  • 25. GO ONE!• Implementation: cross domain tracking code for old and new integrated Go One! account
  • 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. GO ONE!• Implementation: organizing profiles
  • 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. 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. KPI Standards• Implementation: reporting KPI’s
  • 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. Micro / macro conversions
  • 33. This is a bulleted list
  • 34. This is a bulleted list
  • 35. Data overload Modelling Intelligence Actions
  • 36. Bart De Waele@netlash+32 9 335 22 76bart@wijs.be