“KPI IS NOT THE GOAL” How do we translate KPI’s to a plan ?
ANALYSIS, EVALUATE & OPTIMIZE • KPI dashboard + downdrills • best practices • Business intelligence & Performance Monitoring • Coaching & training (regio’s) • Continuous development • Marketing adjustments
• Value Goals + QSF’s• Segments & custom reports• Unique visit metric• Mobile tracking• Custom Labels• Advanced tabelling (pivoting)• Advanced ltering• many, many, many, many more ...
Tips & TODO’s
1. Pro les & Filters • implement the new GAsync code • re-publish the extra speed & social code line • all domains in 1 GATC #corporateXL • pro les & lters • user rights & ownership
• exclude internal IP !• 3th party agencies• Of ine bureaus ?• Sub domains / directories• Exlude Virtual pageviews• SEO positions
• Rawdata pro le | MASTER pro le• Separate Pro les for segment• ‘cpc’ only• limited geography
2. CampaigntrackingTag all your online campaigns & online media !GA = 360° online marketing monitor
bSeen Campaign Tagging tool
3. Segmentationlook at segmented data in stead of creating averages ...
Why use advanced segments ?• Isolate and analyze subsets of your traf c post-data capture• Compare segments and key performance metrics side by side • Analyze your traf c with prede ned or customized segments• Use on historical data.• Available in all accounts and pro les.
4. Goals & Funnels • make the ‘interaction’ measurable • goals = quality • investigate the drop-outs • look for site entries with the highest conversion%
entering the leaving the funnelfunnel de ned Goal
5. Onsite Search
• Leave notes around important activities for others to reference• Track before-&-after performance around campaign launches and major site changes
RESOURCES#let us help your business
New Flow Visualisation
Analytics Right NowHow long can you wait to analyse your actions ?4 keys : • speed = 1 to 2 seconds • Great UI • Same tag • Free
Advanced Analytics Tools ?• Funnel Flow visualisation• BigQuery integration• Access control• Multi channel modelling• Doubleclick for advertisers + Adwords integration
State of the art : Multi Session Analytics• visitor-level remarketing• Non-convertor analytics• Conversion Rate Analytics• Lifetime Value Analytics• ...
Multi Channel Modelling • Firstclick | lastclick or Lineair • Time decay model : the more at the end of funnel, the more assisted value • U-curve : devide weight on rst and last • based on site engagement, based on display type (discounts)-level remarketing
Free or Premium ? • Radiant6 integration • measureable and valuable ROI from SM • audience reporting • google trends integration : market insights • campaign effectiveness reporting (ex. playback !)
GA Premium strategy • Google penetrates Fortune500 • Enterprise solution vs. free tool • Compete Vendors with Worldwide user-force • Dedicated support team of 200+ consultants • Offer a full service solution
TODO Business Intelligence • GA Advanced Tagging • Segmentation & Pro les • Channel Attribution #utmtagging • Web Analytics Audit # ndquickwins • Conversion optimization & monitoring
Business Intelligence can help you tomarket your platform generate & engage onlypro table vistors
“You can find us on…” @stevedv @netlash-bSeenVRAGEN ? BEDANKT ! SUCCES ...