Digital analytics as a processFrom briefing to dashboard30 May 2013 | David Roose
AgendaDefining KPIsData collectionDashboard examplesWhats next?
My goal todayHow to set up a digital measurementframework with Google AnalyticsWhy?– Evaluate investments in digital proje...
Measurement protocol?"Hacking Universal Analytics - Tying Caffeine to Productivity"By "LovesData" on YouTubeROC (return on...
The set-up processDashboardsDatacollectionDefineKPIs
Defining KPIs
KPIsDirect impact on business objectives– Good / room for improvementNOT targets:– How much do I want to reach?NOT metrics...
List of metricsvisitors newVisits percentNewVisits visits bounces entranceBounceRate visitBounceRate timeOnSiteavgTimeOnSi...
Where to start?Apply a marketing modelto your main conversion type
Marketing models: AIDAAttentionInterestDesireAction
Marketing models: customer life cycleAcquisitionConversionRetention& growth
Marketing models: otherIAB framework– Awareness, appreciation, action, advocacyAcquisition, engagement & conversion…
Main conversion types: e-commerceTransactionsRevenue (per visit)Conversion rateAverage order value & sizeRetention rate: o...
Main conversion types: leadgenerationConversion & abandonment rate– Also: lead to customer ("offline")Value per leadDriver...
Main conversion types: customerserviceOn-site search: refinements, exits & 0 result searchesCost-per-service option– Call-...
Main conversion types: contentAd-based– Pageviews / visit– Average time on site– Click-through rate– Bounce rate– …Subscri...
Other important topicsMulti-deviceMulti-channelMicro conversionsBasic metrics
Data collection
What the basic tracking code does…Unique visitorVisitURL URLPageviewDIRECT
Frequently used customisationsE-commerceEvent trackingCustom dimensions & metricsUser timings…
E-commerce trackingga(ecommerce:addTransaction, {id: 308512033,revenue: 11.99,shipping: 5,tax: 1.29});ga(ecommerce:addItem...
Event trackingga(send, event, Basket, Add, LG LED TV 55LM615S 55, 2);
Custom dimensions & metricsga(set, Total value in basket, 898.99);
User timingsga(send, timing, Form, Fill in, 53000);
Dashboards
Native example
Native example: advantagesEasy to configureShare & exportReal-time widgetsMore data available within a single clickGet a d...
Excel example
Excel example: advantagesMore visualisation optionsCalculated metricsAdd notes, insights, to dos, …
Google Docs example
Google Docs example: advantagesData from multiple profilesData from other sourcesScheduling
Integrated within your CMS
Integrated within your CMS:advantagesWorkflow: content editor sees dashboard first, thenedits pagesFollows your unique bus...
Whats next?
Digital analytics maturity modelJust search "cardinal path analytics maturity model" on Google
Digital analytics maturity modelManagementObjectivesScopeExpertiseProcessTools
SummaryDashboardsDatacollectionDefineKPIsUniversal Analytics
Q&A
Stay in touchDavid RooseTeam leaderdroose@reference.bebe.linkedin.com/in/davidroose
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GABC 2013 - From briefing to dashboard

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  • "digital projects" iOS & Android, link with measurement protocol (Universal Analytics)"infuence on entire business"  link with measurement protocol, i.e. integration with SalesForce, cash register, the coffee machine, etc. (Universal Analytics)
  • Google Analytics Core Reporting API
  • Google Analytics Core Reporting API
  • Linear: ok for lead generation
  • Cyclical: ok for e-commerce
  • Multi-device link with Universal Analytics
  • Universal Analytics: only 1 cookieinstead of 5
  • Universal: different business units shouldworktogether, it's no longer the responsibility of either marketing or sales or IT or … It's the company'sresponsibilityAnalytics: type of project (web, mobile, social, …) doesn't matter anymore
  • GABC 2013 - From briefing to dashboard

    1. 1. Digital analytics as a processFrom briefing to dashboard30 May 2013 | David Roose
    2. 2. AgendaDefining KPIsData collectionDashboard examplesWhats next?
    3. 3. My goal todayHow to set up a digital measurementframework with Google AnalyticsWhy?– Evaluate investments in digital projects– Influence of digital on your entire business
    4. 4. Measurement protocol?"Hacking Universal Analytics - Tying Caffeine to Productivity"By "LovesData" on YouTubeROC (return on coffee)
    5. 5. The set-up processDashboardsDatacollectionDefineKPIs
    6. 6. Defining KPIs
    7. 7. KPIsDirect impact on business objectives– Good / room for improvementNOT targets:– How much do I want to reach?NOT metrics:– There are 100+ metrics in Google Analytics
    8. 8. List of metricsvisitors newVisits percentNewVisits visits bounces entranceBounceRate visitBounceRate timeOnSiteavgTimeOnSite organicSearches impressions adClicks adCost CPM CPC CTR costPerTransactioncostPerGoalConversion costPerConversion RPC ROI margin goal(n)Starts goalStartsAll goal(n)CompletionsgoalCompletionsAll goal(n)Value goalValueAll goalValuePerVisit goal(n)ConversionRate goalConversionRateAllgoal(n)Abandons goalAbandonsAll goal(n)AbandonRate goalAbandonRateAll socialActivities entrancesentranceRate pageviews pageviewsPerVisit uniquePageviews timeOnPage avgTimeOnPage exits exitRatesearchResultViews searchUniques avgSearchResultViews searchVisits percentVisitsWithSearch searchDepthavgSearchDepth searchRefinements searchDuration avgSearchDuration searchExits searchExitRatesearchGoal(n)ConversionRate searchGoalConversionRateAll goalValueAllPerSearch pageLoadTimepageLoadSample avgPageLoadTime domainLookupTime avgDomainLookupTime pageDownloadTimeavgPageDownloadTime redirectionTime avgRedirectionTime serverConnectionTime avgServerConnectionTimeserverResponseTime avgServerResponseTime speedMetricsSample appviews uniqueAppviews appviewsPerVisittotalEvents uniqueEvents eventValue avgEventValue visitsWithEvent eventsPerVisitWithEvent transactionstransactionsPerVisit transactionRevenue revenuePerTransaction transactionRevenuePerVisit transactionShippingtransactionTax totalValue itemQuantity uniquePurchases revenuePerItem itemRevenue itemsPerPurchasesocialInteractions uniqueSocialInteractions socialInteractionsPerVisit userTimingValue userTimingSampleavgUserTimingValue exceptions fatalExceptions+ up to 20 custom metrics
    9. 9. Where to start?Apply a marketing modelto your main conversion type
    10. 10. Marketing models: AIDAAttentionInterestDesireAction
    11. 11. Marketing models: customer life cycleAcquisitionConversionRetention& growth
    12. 12. Marketing models: otherIAB framework– Awareness, appreciation, action, advocacyAcquisition, engagement & conversion…
    13. 13. Main conversion types: e-commerceTransactionsRevenue (per visit)Conversion rateAverage order value & sizeRetention rate: orders by existing clients…
    14. 14. Main conversion types: leadgenerationConversion & abandonment rate– Also: lead to customer ("offline")Value per leadDrivers to registration process…
    15. 15. Main conversion types: customerserviceOn-site search: refinements, exits & 0 result searchesCost-per-service option– Call-center vs. e-mail vs. online chat vs. self-serviceSuccessful support sessionsExit survey & page ratings:…
    16. 16. Main conversion types: contentAd-based– Pageviews / visit– Average time on site– Click-through rate– Bounce rate– …Subscription-based– Subscriptions– Total subscriber base &churn rate– Subscription length &renewals– …
    17. 17. Other important topicsMulti-deviceMulti-channelMicro conversionsBasic metrics
    18. 18. Data collection
    19. 19. What the basic tracking code does…Unique visitorVisitURL URLPageviewDIRECT
    20. 20. Frequently used customisationsE-commerceEvent trackingCustom dimensions & metricsUser timings…
    21. 21. E-commerce trackingga(ecommerce:addTransaction, {id: 308512033,revenue: 11.99,shipping: 5,tax: 1.29});ga(ecommerce:addItem, {id: 308512033,name: Product name,sku: BAY344241,category: Outlet,price: 11.99,quantity: 1,currencyCode: EUR});ga(ecommerce:send);Change currency
    22. 22. Event trackingga(send, event, Basket, Add, LG LED TV 55LM615S 55, 2);
    23. 23. Custom dimensions & metricsga(set, Total value in basket, 898.99);
    24. 24. User timingsga(send, timing, Form, Fill in, 53000);
    25. 25. Dashboards
    26. 26. Native example
    27. 27. Native example: advantagesEasy to configureShare & exportReal-time widgetsMore data available within a single clickGet a dashboard example
    28. 28. Excel example
    29. 29. Excel example: advantagesMore visualisation optionsCalculated metricsAdd notes, insights, to dos, …
    30. 30. Google Docs example
    31. 31. Google Docs example: advantagesData from multiple profilesData from other sourcesScheduling
    32. 32. Integrated within your CMS
    33. 33. Integrated within your CMS:advantagesWorkflow: content editor sees dashboard first, thenedits pagesFollows your unique business logic & structure
    34. 34. Whats next?
    35. 35. Digital analytics maturity modelJust search "cardinal path analytics maturity model" on Google
    36. 36. Digital analytics maturity modelManagementObjectivesScopeExpertiseProcessTools
    37. 37. SummaryDashboardsDatacollectionDefineKPIsUniversal Analytics
    38. 38. Q&A
    39. 39. Stay in touchDavid RooseTeam leaderdroose@reference.bebe.linkedin.com/in/davidroose

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