NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R YNINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
U...
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
2
Today:
We will provide an update of new and
upgraded measur...
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Today’s Presenters
3
Luke Schlegel
Director of Analytics
• M....
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
4
AGENDA
• Changes and Updates to Google Analytics
– Universa...
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Google Analytics
5
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
6
Universal Analytics (UA)
A Google Analytics update that alt...
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Universal Analytics History
7
October
2012
• Launched into
pr...
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Universal Analytics: Today’s Standard
• Includes support for ...
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Universal Analytics: Key Features
9
• Connect users across de...
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
• The Measurement Protocol is a set of rules
which Google Ana...
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Google Analytics Updates: Data
Integration
• Google Analytics...
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
NHI Cost Importation Tool
12
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Enhanced E-Commerce
13
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Google Analytics Update: Enhanced E-
Commerce
• Builds on Uni...
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Enhanced E-Commerce Sample
Report
15
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Content Grouping
16
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Content Grouping
• Content Grouping is a way
to segment your ...
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Content Grouping Organization
18
• Google Analytics allows up...
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Content Groupings:
Provide additional content level insights
...
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Content Groupings: Implementation
20
Implementation Options
M...
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Channel Groupings
21
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Channel Groupings
• The same concept as content
groupings, bu...
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Channel Groupings: Use Cases
• Extends analysis beyond the
so...
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Attribution Models
24
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Attribution Models
• A rule/set of rules that determine how c...
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Attribution Models
26
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Custom Attribution Model Creation
27
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Tag Management Solutions
28
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
You want to upgrade to Universal
Analytics but…
• your develo...
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Consider A Tag Management Solution
• Instead of placing indiv...
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Tag Management Interface
31
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Tag Manager: Becoming the Standard
• Analytics
packages are
e...
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Tag Management Considerations
• Implementing a tag management...
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Mobile App Analytics
34
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Flurry Analytics
35
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Why Use Flurry?
• Use if your primary key performance indicat...
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Return Rate (Repeat Engagement)
37
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Audience Measurement Across Apps
38
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Interest by Sessions/New Users
39
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
User Acquisition
40
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Pathing
41
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Conversion Funnels
42
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Google Mobile App Analytics
43
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Why use Google Mobile App Analytics?
• Better reporting on e-...
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
New Feature: Active Users
45
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Recency
46
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Plays Nicely with Other Google
Products
47
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Pathing
48
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Call Tracking
49
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Call Tracking
• Unique numbers assigned and displayed on the ...
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Implementations
• Adding a single piece of JavaScript to
the ...
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Key Takeaways
• If you are a Google Analytics user,
begin pla...
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Thank you
53
For more information on how to
update your analy...
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Updating Your Analytics Toolbox: Measurement Solutions for 2014

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Our Analytics Team reviewed new analytics tools and upgrades that can increase your data gathering capabilites in 2014. Included are Universal Analytics, Tag Management Solutions, Content Groupings, Attribution Analysis, Mobile App Measurement, Call Tracking, and more. Also included is a review of our in-house Cost Import tool, which ties Paid Media budget data to Google Analytics.

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  • Data is still sent via the __utm.gif image request and you can send data via a GET or a POST
    This means you can now send data from call center systems, point of sale systems, etc.
  • Add larger screenshot
    To zoom in
  • Repeat engagement
  • If you have multiple apps, you can see how many users use two or more of your apps.4


    Understand growth across your entire portfolio of apps. Flurry provides a view into your total unique users, cross-usage of apps, and app-to-app conversions
  • Benchmarks against 550,000 apps and over 5 billion sessions.

    See how you’re performing versus the competition with category-level benchmarks not available anywhere else. Because Flurry tracks half a million apps, we can benchmark your app’s Session Length, Frequency of Use, and Retention. Compare your app to those in any app store category.
  • More robust source/medium reporting than Google Analytics – less focused on Google Play only.
  • Are your customers progressing as you hoped they would? Is level 3 too hard? Is the menu easy to navigate? Answer these questions by exploring User Paths, which show you how customers move through Events. Identify any hiccups in the flow and make sure the user experience is a good one.
  • Easily create Funnels to measure conversion through any series of steps you’d like consumers to complete, such as making purchases, completing tutorials, or advancing through levels in a game. Funnels calculate for all of your historical data, so you can create them at any time.
  • Integrates with Google Play, Adwords, and other products.
  • Updating Your Analytics Toolbox: Measurement Solutions for 2014

    1. 1. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R YNINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Updating Your Analytics Toolbox July 25, 2014 Buzz Event
    2. 2. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y 2 Today: We will provide an update of new and upgraded measurement tools that you need to measure marketing effectiveness.
    3. 3. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Today’s Presenters 3 Luke Schlegel Director of Analytics • M.B.A. from The Carlson School of Management • B.A. in Economics from Carleton College Client Work includes: • Home improvement • Medical devices • Spirits • Footwear • Non-profits • Travel Lizzy Wilkins Senior Data Scientist • B.A. in Cognitive & Linguistic Science and Italian Studies from Wellesley College • Researched at MIT Media Lab in the Cognitive Machines Group • Studied in the MIT Comparative Media Studies program Client Work includes: • Health and fitness • Home furnishings • Consumer-packaged goods • Medical devices • Tax Services • Education • Non-profits
    4. 4. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y 4 AGENDA • Changes and Updates to Google Analytics – Universal Analytics – New and Improved Functionality • Tag Management Tools – What Are They? – Why Should You Be Using Them? • Mobile App Analytics • Call Tracking
    5. 5. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Google Analytics 5
    6. 6. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y 6 Universal Analytics (UA) A Google Analytics update that alters the way that data is collected and organized, allowing for a better understanding of how users interact with content
    7. 7. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Universal Analytics History 7 October 2012 • Launched into private beta March 2013 • Available in public beta April 2014 • Out of beta
    8. 8. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Universal Analytics: Today’s Standard • Includes support for all legacy features of Google Analytics – Including remarketing which prevented us from recommending implementation in the past • We are encouraging clients to begin planning the upgrade – The upgrade does require new code to be deployed across a site and careful planning – New product features are going to be focused on Universal Analytics 8
    9. 9. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Universal Analytics: Key Features 9 • Connect users across devices, sessions, and engagement data with the User ID • More simplified cross domain tracking using Referral Exclusion • Adjustable session and tracking cookie timeout settings • Custom dimensions and custom metrics collect data that are unique to your business
    10. 10. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y • The Measurement Protocol is a set of rules which Google Analytics uses to collect data across any device or system. • This means you can now send data from call center systems, point of sale systems, car computers, washing machines, etc. Universal Analytics Feature: Measurement Protocol 10 Raw User Interaction Data Google Analytics Servers HTTP Request from Developers
    11. 11. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Google Analytics Updates: Data Integration • Google Analytics supports data integrations from multiple sources. – Content data (metadata related to authorship and subject) – Product data (reduces the amount of ecommerce data you need to send to GA servers) – E-commerce refund data – Cost data (from paid search, display, non- Google media campaigns) 11
    12. 12. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y NHI Cost Importation Tool 12
    13. 13. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Enhanced E-Commerce 13
    14. 14. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Google Analytics Update: Enhanced E- Commerce • Builds on Universal Analytics’ user- centered view • Tracks user activity throughout the website journey such as: – Clicks on a product links – Product detail page views – Impressions and clicks on internal promotions – Adding/removing a product from a shopping cart – Initiating the of the checkout process – Order returns and refunds (through a data upload) 14
    15. 15. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Enhanced E-Commerce Sample Report 15
    16. 16. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Content Grouping 16
    17. 17. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Content Grouping • Content Grouping is a way to segment your data by the types of page/content on your site – Group content according to important website natural groupings within a hierarchy • Provides straightforward understanding how content drive actions and conversions 17 Content Grouping Content Group Content Group
    18. 18. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Content Grouping Organization 18 • Google Analytics allows up to five content groupings with unlimited groups within each. Bedroom Mattresses Bed Frames Office Desks Bookshelves Living Room Couches Coffee Tables Informational Cost Saving Eco-friendly Easy Installation Products Air Conditioners Heaters Product Example Focus: E-Commerce Content Example Focus: Brand Engagement
    19. 19. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Content Groupings: Provide additional content level insights 19
    20. 20. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Content Groupings: Implementation 20 Implementation Options Modify the tracking code for each page or screen you want to group Use regular expressions to extract the grouping from the URL Create rules to group content
    21. 21. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Channel Groupings 21
    22. 22. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Channel Groupings • The same concept as content groupings, but used within the acquisition reports – Similar but unique from source/medium dimensions • Default view for many of the acquisition reports, and the default is customizable 22
    23. 23. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Channel Groupings: Use Cases • Extends analysis beyond the source/medium • We have used it to group traffic by: – Referrals from parent organizations – Direct mail campaigns – Out-of-home ads – Paid social traffic – RSS feeds 23
    24. 24. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Attribution Models 24
    25. 25. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Attribution Models • A rule/set of rules that determine how credit for conversions is assigned to events in the conversion path • Allows… – For the creation of models that give more weight to certain steps in the conversion path – For comparison of models to understand return on advertising investments – For better budget allocation across marketing channels 25 0% 20% 40% 60% 80% 100% Linear Weighted First Click Time Decay ModelTypes Paid Display Organic Social
    26. 26. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Attribution Models 26
    27. 27. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Custom Attribution Model Creation 27
    28. 28. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Tag Management Solutions 28
    29. 29. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y You want to upgrade to Universal Analytics but… • your development team is busy. • you are still waiting for completion of the last implementation. • your marking requests are always de- prioritized in favor of operations requests. 29
    30. 30. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Consider A Tag Management Solution • Instead of placing individual and unique tags across a website, you can use a single container. • New tags can be added and deployed with minimal programming experience using a web interface. • Limits the need for onclick tags across the website 30
    31. 31. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Tag Management Interface 31
    32. 32. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Tag Manager: Becoming the Standard • Analytics packages are expanding to tag management – Google Tag Manager – Adobe Dynamic Tag Manager • Stand-alone Tag Management Products – Tealium 32
    33. 33. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Tag Management Considerations • Implementing a tag management tool should be considered when you are looking to upgrade your analytics platform. • Additional coding may be needed on certain pages to make information available • A governance and quality assurance policy should be developed and should be followed. 33
    34. 34. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Mobile App Analytics 34
    35. 35. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Flurry Analytics 35
    36. 36. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Why Use Flurry? • Use if your primary key performance indicator is brand awareness or engagement • Flurry has two “wins:” – Robust audience measurement capabilities – Benchmarks against industry/app vertical averages • Display ad opportunities at scale 36
    37. 37. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Return Rate (Repeat Engagement) 37
    38. 38. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Audience Measurement Across Apps 38
    39. 39. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Interest by Sessions/New Users 39
    40. 40. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y User Acquisition 40
    41. 41. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Pathing 41
    42. 42. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Conversion Funnels 42
    43. 43. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Google Mobile App Analytics 43
    44. 44. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Why use Google Mobile App Analytics? • Better reporting on e-commerce • Integrates with AdWords allowing referral source reporting • Integrates with other Google tools and Google Analytics views • Measures across devices 44
    45. 45. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y New Feature: Active Users 45
    46. 46. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Recency 46
    47. 47. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Plays Nicely with Other Google Products 47
    48. 48. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Pathing 48
    49. 49. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Call Tracking 49
    50. 50. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Call Tracking • Unique numbers assigned and displayed on the site assigned by – Channel – User • Identify the source of phone leads – Organic versus paid • Localized phone numbers create an enhanced user experience 50
    51. 51. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Implementations • Adding a single piece of JavaScript to the website can generate unique phone numbers • When calls are initiated, a postback to Google Analytics (another analytics package) occurs, recording the source of the call. • Costs are based on the number of phone numbers needed and call volume 51
    52. 52. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Key Takeaways • If you are a Google Analytics user, begin planning a migration and an upgrade to Universal Analytics. • Utilize features such as channel and content groupings to make your data easier to use. • Implement call tracking to measure the full impact of your website and your digital media. 52
    53. 53. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Thank you 53 For more information on how to update your analytics toolbox, visit NinaHale.com. Twitter | Facebook | LinkedIn 612.392.2427
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