Estudio34 Presents- Dara Fitzgerald Brighton SEO-Next Gen Measurement With Google Analytics

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Dara nos explica como Google Analytics esta evolucionando para medir conversiones no por sesion sino por usuario.

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Estudio34 Presents- Dara Fitzgerald Brighton SEO-Next Gen Measurement With Google Analytics

  1. 1. Next Generation Measurement with Google Analytics:Moving from session-centric to user-centric.Dara FitzgeraldHead of Insightwww.freshegg.com0845 373 1077
  2. 2. Session siloes.Visit 1
  3. 3. Session siloes.Visit 1 Visit 2
  4. 4. Session siloes.Visit 1 Visit 2 Visit 3
  5. 5. Multi-channel customer journey.Sale is credited back to last source – model is flawed!Last click 100%Introducer 0%Influencers 0%
  6. 6. Multi-platform environment.A single userTracked as 3 visitsfrom 3 visitors!
  7. 7. Multi-purpose sessions.Brochure downloadNo primary conversion!Email signupNo primary conversion!PurchaseVisit converts, not user!Visit 1 Visit 2 Visit 3
  8. 8. Problems with traditional framework.• Narrow view of user behaviour and buying cycle• Missed potential for onsite content and inbound marketing• Data bias towards lower funnel activity• Bad decisions due to incomplete data and/or understanding
  9. 9. Solutions.• Universal Analytics & Lifetime Value• Multi-Channel Funnels & Attribution Modelling• Micro-conversions• Visitor Remarketing
  10. 10. Universal Analytics.
  11. 11. Universal Analytics.
  12. 12. • Use the Measurement Protocol to integrate data acrossmultiple devices and platforms• Improve lead generation: Sync offline and online data• Define your own dimensions & custom metrics• Understand how well your mobile apps performUniversal Analytics.
  13. 13. Visit 1Session value.Visit 1SEARCH AFFILIATEPer visit value = £5 Per visit value = £10
  14. 14. Lifetime value.Visit 1SEARCHVisit 2SEARCHVisit 3SEARCHVisit 1AFFILIATEx x
  15. 15. Multi-Channel Funnels.
  16. 16. Multi-Channel Funnels.
  17. 17. Attribution Modelling Tool.
  18. 18. Attribution Modelling Tool.
  19. 19. Attribution Modelling Tool.
  20. 20. Micro-conversions.Brochure download goalEcommerce transaction• In this example, social media drives micro-conversions more effectively thanprimary conversions.• Custom variables could be used to tag users who complete micro-conversions• Subsequent primary conversions can then be measured and segmented by CVar.
  21. 21. Remarketing via GA.
  22. 22. Remarketing example – path length AOV.
  23. 23. Remarketing example – path length AOV.• Users on their 3rd visitto the site spendconsiderably more perorder• The data can be used tobuild a remarketinglist, to retarget qualifiedand potentially highspending users• This can all be donewithin GA
  24. 24. • Trial Universal Analytics – this is in BETA so more fun to follow!• Use MCF and Attribution Modelling Tool to understand paths toconversion and full channel contribution• Run remarketing campaigns based on visitor behaviour data from GA• Tie micro-conversions to visitors and monitor effect on primaryconversions across subsequent visits• Move from single visit revenue to Lifetime Value. Custom variables:traditional framework; custom dimensions: Universal AnalyticsSummary.
  25. 25. Thank You!Dara FitzgeraldHead of Insightwww.freshegg.com0845 373 1077

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