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02   GoMeasure (sg and kl) - keynote - john jersin - google.ppt
 

02 GoMeasure (sg and kl) - keynote - john jersin - google.ppt

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Keynote address by John Jersin, Product Manager for Google Analytics. These slides were presented at the "GoMeasure with Google Analytics" events held in Singapore (Sep 6 2011) and Kuala Lumpur (Sep 8 ...

Keynote address by John Jersin, Product Manager for Google Analytics. These slides were presented at the "GoMeasure with Google Analytics" events held in Singapore (Sep 6 2011) and Kuala Lumpur (Sep 8 2011).

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    02   GoMeasure (sg and kl) - keynote - john jersin - google.ppt 02 GoMeasure (sg and kl) - keynote - john jersin - google.ppt Presentation Transcript

    • Re-thinkingMeasurementand AttributionJohn JersinProduct Manager, Google
    • In the last 15 months... Background•  The mobile internet is today’s main driver of growth in time spent online.•  Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.•  Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
    • Users in Southeast Asia Background•  The mobile internet is today’s main driver of growth in time spent online.•  Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.•  Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
    • A quick look at dataAll data is from sites opted in to sharing dataAll data is about users from the countries listed
    • Goal Conversion Rates (Nov 2010 – Feb 2011)Source: Google Analytics Benchmarking Data (Feb 2011) Google Confidential and Proprietary
    • YoY Change: Goal Conversion RatesSource: Google Analytics Benchmarking Data (Feb 2011) Google Confidential and Proprietary
    • General Observations•  Website owners are not taking steps to improve the efficiency at which they convert their traffic. There are significant ROI gains to be made by investing effort in conversion optimisation. Google Confidential and Proprietary
    • What about site engagement? Background•  The mobile internet is today’s main driver of growth in time spent online.•  Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.•  Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
    • Pages/Visit (Nov 2010 – Feb 2011)Source: Google Analytics Benchmarking Data (Feb 2011) Google Confidential and Proprietary
    • YoY Change: Pages/VisitSource: Google Analytics Benchmarking Data (Feb 2011) Google Confidential and Proprietary
    • YoY Change: Average Time on SiteSource: Google Analytics Benchmarking Data (Feb 2011) Google Confidential and Proprietary
    • General Observations•  Across most markets, there has been a drop in the average time on site and pages per visit. Consumers are becoming less engaged in the content. Thus there is an urgent need to make your messaging more efficient on the site and shorten your purchase/conversion funnels. Google Confidential and Proprietary
    • Agenda1 New robust and flexible platform (GA v5)2 Powerful new ROI analysis (Multi-Channel Funnels)3 Mobile tracking and reporting4 Social Plugin Analytics5 What you can do right now!
    • The face of web analytics ischanging... Background•  The mobile internet is today’s main driver of growth in time spent online.•  Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.•  Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
    • Google Analytics v51 – Easier to get the data you want2 – Greater analytical flexibility3 – Ready for future features and integrations
    • A new platform•  New backend pipeline•  New data storage systems•  New middle tier componentsThe web changes rapidly. With Analytics, youll be ready for it.
    • Multi-Channel Funnel Reports BackgroundPowerful new ROI analysis
    • Measurement challenge: many touch points Most marketers today rely on ISSUE 3-5 marketing touches per campaignSource: InfoTrends, October 2010
    • Measuring the last click just isn’t enough 3/23/11 Conversion Direct Direct Google PPC Google PPC
    • You need to see the whole story 3/11/11 3/15/11 3/19/11 3/23/11 Conversion Google Email Direct Organic Google Yahoo Google Display Organic PPC Twitter Google NYT Google Organic Referral PPC
    • The Anatomy of a Conversion Last Interaction Time Lag Overall Path (Time to Convert) Length: 4 Assist Interactions First Interaction @vinoaj 41
    • The Anatomy of a Conversion Last Interaction Assist Interactions First Interaction @vinoaj 42
    • Each report provides a unique set of insightswhich are quickly accessible and actionableOverview Assisted Conversions Path Length Time Lag Top Paths
    • Multi-Channel Funnels tells the whole storyCustomers around the world are benefiting from this insight One of the first global case studies. Achieved big win in conversions through new insights from Multi- Channel Funnels.
    • 45
    • How quickly are customers deciding?For converting customers from paid search, 58% converted in 1 visit
    • Insight: restructure the landing pagesMade landing pages more informational for these customers 1 month later - 44% increase in conversions
    • Getting multi-visit customers to convert faster 57% of all conversions had multi-step conversion paths
    • Getting multi-visit customers to convertTurned non-converting paths... 3/11/11 3/15/11 3/19/11 3/23/11 No Conversion 1 VisitInto converting paths via more investment in display. 3/11/11 3/15/11 3/19/11 3/23/11 Conversion 1 Visit Display Ad Display Ad 11% increase in bookings within a month
    • “We now have true accountability for all ourdigital marketing activities. ”Chetan Patel, Vice President of E-Commerce, Onyx Hospitality Group Google Confidential and Proprietary 52
    • The digital media is evolving.Analytics is too. Background•  The mobile internet is today’s main driver of growth in time spent online.•  Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.•  Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
    • Mobile... Background•  The mobile internet is today’s main driver of growth in time spent online.•  Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.•  Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
    • Relevance of the Smartphone» People love their smartphones.I dont leave the house without mysmartphone.I would rather give up my desktop PCthan my smartphone.» People use lots of apps (20% of people have 50+ apps).Number of apps owned Base: Private smartphone users who use the internet in general, n= 1000; Top-2 boxes Q52: To what extent do you agree to each of these statements? Please answer on a scale from 1 to 5. A "1" means that you completely disagree with the statement a "5" means that you completely agree with the statement.
    • Actions Taken on Advertising» Mobile users can be reachedTook some action on an advertisement» Mobile users convert No Yes Base: Private smartphone users who use the internet in general and who at least rarely notice advertising, n= 958 Q43: Which of the following actions if any have you taken as a result of seeing a mobile ad of any type on your smartphone?
    • Relevance of the Smartphone (Malaysia)» Smartphones as important as purse and key: house not leftwithout.I dont leave the house without my smartphone.I access information on my smartphone andfollow-up to find more information on mycomputer.I expect the websites I visit on my smartphone tobe easy to navigate and access as they are whenI visit them on the desktop PC.My smartphone provides me with informationwhich is relevant to me.I would rather give up TV than my smartphone.My smartphone is more entertaining than TV.I read magazines/newspapers less often as Iprefer to access this content on my smartphoneI would rather give up my desktop PC than mysmartphone. Base: Private smartphone users who use the internet in general, n= 500; Top-2 boxes Q52: To what extent do you agree to each of these statements? Please answer on a scale from 1 to 5. A "1" means that you completely disagree with the statement a "5" means that you completely agree with the statement. Google Confidential and Proprietary 57
    • Mobile TrackingConventional javascriptServer-side: php, jsp, asp.net, perlAndroid SDKiOS SDK
    • Social... Background•  The mobile internet is today’s main driver of growth in time spent online.•  Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.•  Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
    • Social networking is explodingUsers are engaging in new ways.
    • Users are engaging in new ways
    • Users are engaging in new ways
    • Review Background
    • ReviewWith MCF, Mobile, Social, you now can have a more completeview than ever before.This variety of data makes analytics that much more critical tobusiness success.GA is leading the way... make sure you are ready.
    • Are you ready for 2012? Background
    • Get ready![1] Give GA v5 a spin[2] Prepare for Multi-Channel Funnels by setting up goals ande-commerce transactions[3] Use Multi-Channel Funnels to evaluate your performance at allstages of the visitor intent funnel[4] Start tracking your mobile presence on sites and apps[5] Start tracking social interactions to understand how your usersengage
    • THANK YOU