Digital Analytics slides from a guest lecture at University College Dublin on 24th October 2014.

1. THE DIGITAL ANALYTICS WORLD
Presented by: GLOWMETRICS
To: UCD
24th OCTOBER 2014

2. What We’ll Be Looking At:
- What is Web Analytics
- Why is it important
- Who are the main providers
- How Google Analytics works
- Top line definitions and meanings
- Offline and Online
- Attribution
- Micro-personalised Experiences
- Questions

3. Marketing Maths
Digital
Analytics
Digital Analytics

4. What is Digital Analytics ?
“Digital Analytics is the measurement, collection, analysis and reporting of Internet data for the
purposes of understanding and optimising web and marketing usage”
- Web Analytics Association
Analytics tools provide access to the complete user journey:
from the origin of website traffic, to how users navigate and interact with a website to how
users exit.
Search for
“Adventure
Holiday”
View 5 pages
Downloaded a
brochure
Origin
Activity
Goals

5. Take a few minutes to think about when you visit a
website- what information do you think
businesses can track about you?
1. _____________
2. _____________
3. _____________
4. _____________
5. _____________

6. How long you stayed on a website
What you searched for
Mobile device you are on
Location
Where you click most
How often you come back
Where you dropped off on a website
How long you stayed on a website
If you’ve been to the website before
How long before you came back

7. What is Digital Analytics ?
Reporting on Stat:
– Visits
– Unique Visitors
– Pageviews
– Pages-Per-Visit
– Time-on-Site
– New Visitors
– Returning Visitors
Reaping Actionable insights:
– Where does your most
valuable traffic come from?
– How do visitors from mobile
engage differently from
desktop visitors?
– Where and why are you
loosing visitors?
– How is your offline impacting
online sales?

8. Why is Digital Analytics
Important to a business?
The Benefits of Analytics:
•get closer to the customer
•accurately gauge user experience
•gain insights from real customer experience
•focus on resources
•Improved ROI

9. A Typical Day…
– Match a businesses media plan (TV, Press & Radio)
with online traffic figures
– Train marketing teams within a business on how
they can get insight from their digital data
– Advise companies on how to structure their
website better
– Map their digital advertising spend to footfall
numbers
– Investigate how social campaigns are impacting
sales on the website

10. Common Web Analytics Tools

11. Google Analytics is #1 in Ireland...

12. The Google Analytics Interface

13. • When a user is actively engaged with your website
• Users that have had at least one session within the date
range
• Total number of pages viewed
• Average number of pages viewed during a session
• Average length of a session
• % single page visits
• % of first time visits

14. How does Google Analytics track users?
Slide  14
Request made
to server to
display page
Page is served
& Javascript
Code Executed
Processed Data
Is accessed via
The GA interface
Data is captured
And processed
Cookies are
dropped
& webpage sends
data to Google
Servers

15. Key eCommerce Metrics

16. Using Goal Funnels to Improve Sales

17. What if you aren’t tracking
Action
Events
• Video clicks
• Outbound clicks
• PDF clicks
• Flash-driven
menus
• Clicks to view
telephone
numbers
• Fulfillment of
contact form
• Fulfillment of
newsletter
form
bookings/sales?

18. BREAKOUT SESSION
Take a few minutes to think
about:
- Autotrader.ie
- McDonalds.ie
- Curves.ie
- RTE.ie
Jot down the most appropriate
goals you can think of:
1. _____________
2. _____________
3. _____________

19. What We’ll Be Looking At:

20. Why we need to give offline
more credit

21. Understanding the length of the
purchase cycle
Source: Google ClickStream Whitepaper, August 8th, 2011

22. Offline Influences Online

23. And they Purchase…

24. The New Multi-screen World:
Understanding Cross-pla1orm Consumer Behavior, US, August 2012

25. Step out of the swimming lane

26. How some companies are
currently trying to measure
offline campaigns online

27. Simple tactics used to better analyse
offline:
1. Custom landing pages or vanity URLs e.g.
interflora.ie/tv or QuoteMeHappy.com
2. ‘Search online’ call-to-actions
3. Discount codes
4. QR Codes/ NFC Tags

28. Tactics used to better analyse offline:
1
2
3

29. Tactics used to better analyse
offline

30. Tactics used to better analyse offline

31. Buzz during ad breaks drove discovery
DYNAMO: MAGICIAN IMPOSSIBLE
ep.2
START BREAK BREAK BREAK END
source: Dynamo: Magician Impossible, Tweets from SecondSync 2011; Audience viewing figures from BARB 2011

33. Use the Consumer Barometer
Data Map to check:
1. What % of people in Ireland purchase their groceries online?
2. What % of people in Ireland research online only before
purchasing a car offline?
3. What % of people in the UK below 40 (years of age) buy event
tickets online?
4. What % of people in the US with a low education buy package
holidays online?
5. How does the % of people with internet access above 40 in
the US compare to Brazil?

34. GA Reports to view offline
impact

35. Real-time

36. Annotations

37. Regional Activity

38. Direct Visits

39. Tactics used to better analyse offline:
The uplift approach
+
80000
70000
60000
50000
40000
30000
20000
10000
0
30000
25000
20000
15000
10000
5000
0
Sum of 2011 Total Radio EQ Sum of 2011 TVEQ Sum of 2011 Press
Sum of Display Impression Sum of Search Impressions Sum of DI Visits 2011

40. Multi-Channel Funnels &
Attribution

41. Consumer journey is becoming more complex

42. Audience movement in the travel
market before a purchase

43. Understanding the length of the
purchase cycle
Source: Google ClickStream Whitepaper, August 8th, 2011

44. First
Interaction
Assist
Interactions
Last
Interaction
Time Lag
(Time to Convert)
Overall Path
Length: 4
Top Paths
Multi-Channel Paths

45. Multi-Channel Paths
Display
Social Media
PPC
Organic Search
Direct
Remarketing
Assist
Convert
Email

46. Multi-Channel Funnels

47. The need for change…

48. Step out of the swimming lane with
Moving from….
To…
Event Event Event Event Event €
€5 €20 €5 €20 €50
Time
Recognition for all events.
€
Event
5
Event
4
Event
3
Event
2
Event
1
The last click,
Event 5 gets all
the credit
€0 €0 €0 €0 €100
Time
attribution

49. Personalising Marketing

50. User List
• Cookie 1357
• Cookie 2468
• Cookie 9753
• ….
1 3 Our server collects cookies id of
User visits homepage that
was tagged with a
remarketing code.
5 … and visits a site of the Google
Content Network. Our server
recognises cookie id and serves
advertiser ad. 5
0
Internet user visits client site
via any traffic sources
(direct, search, referral, etc.)
every visitor and creates a list of
cookies id called « user lists ».
4 Next time user browses
the web …
6 User clicks on the ad and
makes a purchase on the site
2
Cookie 1357
Cookie 1357
Remarketing

51. Remarketing

52. Remarketing

54. Remarketing through Google Analytics

55. Remarketing through Google Analytics

56. Tesco Clubcard
Used for:
• Depot Stock
• Weather
• Reducing Waste

57. Tesco Clubcard
•“We’re in a new era of retailing – the era of mass personalisation…
•…It will offer cheaper products to price-sensitive customers and
luxury products to wealthier customers…
•…The power of this approach was born out by a test we did to sell
mattresses. When a customer visited our website, we would use
Clubcard data to tell us if the customer was more swayed by price
or quality. We’d then display the type of mattress that best
reflected that shopper’s characteristic. Sales grew by 10%.”
Source: Tesco’s chief executive Philip Clarke, at the
Global Summit of the Consumer Goods Forum, Turkey

58. BA ‘Know Me’ Initiative

59. The Move to Track Customers Offline
- Tracked customers’ movements by following the
Wi-Fi signals from their smartphones.
- Retailers can now gather data about in-store
shoppers’ behavior and moods, using video
surveillance and signals from their cellphones and
apps to learn information as varied as their sex,
how many minutes they spend in the aisles and
how long they look at merchandise before buying
it.
- Synqera, is selling software for checkout devices
or computers that tailors marketing messages to a
customer’s gender, age and mood, measured by
facial recognition. If you are an angry man of 30,
and it is Friday evening, it may offer you a bottle
of whiskey!

60. Recommended Reading:

61. Further Study Material from Google
Slide  61

62. Don’t forget
• Analytics is becoming an increasingly important
part of a business organisation.
• Web Analytics is one part which allows businesses
to measure campaigns, website performance and
identify customer insights among many other
things.
• However, with big data collection & analysis
allowing greater customer insights and
personalisation this has also raised some data
privacy concerns.

63. Questions?
Slide  63