Next Generation Google Analytics: Smarter measurement = smarter marketing

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This presentation is by Dara Fitzgerald, head of Insight at Fresh Egg, and was delivered at the September 2013 session at BrightonSEO. This provides a look into the new 'Universal Analytics' and other new features of Google Analytics, with some ideas on how to make the most of what they have on offer.

Business Technology

Next Generation Google Analytics:
Smarter measurement = smarter marketing.
Dara Fitzgerald
Head of Insight
www.freshegg.com
0845 373 1077

What are we doing wrong?
• Not every visit is equal, so why do we treat them like they
are?
• Users don’t just visit once and convert so why do we act like
they do?
• Customers don’t only convert once so why do we measure
them like they do?
• Why are we so obsessed with the last click?

Session siloes.
Visit 1 Visit 2 Visit 2Visit 3

Multi-channel customer journey.
Sale is credited back to last source – model is flawed!
Last click 100%
Introducer 0%
Influencers 0%

Offline purchases.
Online Telephone Store
First purchase Second purchase Third purchase

Multi-device environment.
A single user
Tracked as 3 visits
from 3 visitors!

How can we do it better?
• User segmentation for multi-session analysis
• Universal Analytics for offline data and life-time value
• Attribution for more credit smarter marketing
• Remarketing for the ones that got away

User segmentation.
£30 £30
[Visit: Rev > £25]

User segmentation.
£30
[User: Rev ≥ £100]
£30
£20
Which user segments are more
valuable over multiple sessions?
£50

• Improve lead generation: Sync offline and online data
• Define your own dimensions & custom metrics
• Track users more reliably across multiple devices
• Use the Measurement Protocol to push data to GA from any
internet enabled device >>>
Universal Analytics.

Attribution Modelling Tool.
Linear
Credit split evenly across the entire conversion path.
Time Decay
Credit reduces back from the point of conversion.
Position Based
First & last click heavily weighted; remainder split in the middle.

• Trial Universal Analytics – this is in BETA so more to follow!
• Analyse cross-session behaviour with user segmentation
• Use MCF and Attribution Modelling Tool to understand
paths to conversion and full channel contribution
• Run remarketing campaigns based on visitor data from GA
• Start the move from single visit metrics to Lifetime Value
Summary.

A final thought…
Courtesy of www.notprovidedcount.com

And a quick plug…
Come to the Fresh Egg stand to register for a free beta trial of the not provided tool.

Thank You!
Dara Fitzgerald
Head of Insight
www.freshegg.com
0845 373 1077

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