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Clients' insight from Universal Analytics & Enhanced eCommerce Implementations

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A talk by Stéphane Juricic at Google Analytics User Conference 2015.

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Clients' insight from Universal Analytics & Enhanced eCommerce Implementations

  1. 1. THANK YOU
  2. 2. UNIVERSAL ANALYTICS & ENHANCED ECOMMERCE IMPLEMENTATION A project management perspective
  3. 3. ebusiness manager Semetis Hello, my name is Stephane
  4. 4. 1. Share real project experience of Universal Analytics implementation 2. Understand how to create value from these data GOAL of this presentation
  5. 5. < New Feature here /> < New Feature there /> < Features everywhere /> GTM Launched Universal Analytics Launched Enhanced Ecommerce GTM V2 Finding NR 1 in the industry: lots of features 2011 2014 2012 2015
  6. 6. < New Data here /> < New Data there /> < New Data everywhere /> MultiChannel funnels Custom dimensions & metrics Cost data upload New enhanced ecommerce reports CRM Linking Finding NR 2 in the industry: lots of data 2011 2013 2015 2012 2014
  7. 7. Implementing advanced solutions as Universal Analytics is complex
  8. 8. BUT more complex is to make something from it
  9. 9. Especially when technical elements such as Google Tag Manager are involved
  10. 10. Conclusion Need expertise from professionals like us & events as GAUC
  11. 11. Fully certified Business Intelligence agency Semetis recognized in industry
  12. 12. Long Industry experience Customer purchase behavior analysis Customer segmentation Determination of Customer Lifetime Value Semetis recognized in industry
  13. 13. The Project Sector Retail Business Pure player in retail industry Facts • Turnover over 15M • Industry segment leader • Strong technical/ IT capabilities Objective Full Universal & enhanced ecommerce implementation
  14. 14. Make sure your scope covers this My personal keys to success 1. Challenge the client’s need 2. Evaluate what is feasible 3. Be realistic in terms of planning
  15. 15. Otherwise you will have pitfalls Challenge the client’s need1. How to avoid pitfalls Evaluate what is feasible2. Be realistic in terms of planning3. Avoid irrelevant data1. Pitfalls CMS restrictions2. Anticipate release cycles3. Strategy/ recommendation1. Implementation2. Leverage data3. Project phases
  16. 16. PHASE 1: Strategy & recommendations
  17. 17. Phase 1: Strategy & recommendations Sales Department Marketing Department DBI/Data Agency IT Department Creative Agency Do not ommit any stakeholder
  18. 18. Phase 1: Strategy & recommendations Establish clear roles & responsabilities Challenge: Difficult to make IT & Marketing sit together Decision: Decision to name SPOC at client side
  19. 19. EVENTS GOALS Phase 1: Strategy & recommendations Make sure you map all customer scenario
  20. 20. PHASE 2: Implementation
  21. 21. Important to have a least 1 Test Container & 1 Test GA account Phase 2 : Implementation
  22. 22. At least 1 Test Container & 1 Test GA account Phase 2 : Implementation
  23. 23. Constantly adapt to technical constraint User ID Phase 2 : Implementation IT had no more dev window to implement user idIssue N1
  24. 24. Constantly adapt to technical constraint Phase 2 : Implementation Internal brainstorm with Semetis dev to find solutionStep 1
  25. 25. Create a new cookie Set cookie expiration Javascript to store & encrypt email Phase 2 : Implementation Constantly adapt to technical constraint Implement Custom Tag to store client email dataStep 2
  26. 26. Phase 2 : Implementation Constantly adapt to technical constraint Create a variable in GTM that will store the encrypted dataStep 3
  27. 27. Phase 2 : Implementation Constantly adapt to technical constraint Use the newly created variable in your Universal Analytics tagStep 4
  28. 28. Constantly adapt to technical constraint User id effectively implemented with no IT intervention Phase 2 : Implementation Result
  29. 29. Phase 2 : Implementation Constantly adapt to technical constraint How to handle event tracking implementationIssue N2 LOG O
  30. 30. Phase 2 : Implementation Constantly adapt to technical constraint Map all existing events – hardcoded & non hardcodedStep 1
  31. 31. Phase 2 : Implementation Define a GTM event compliant structureStep 2 Constantly adapt to technical constraint onclick="dataLayer.push({'EventCategory': ‘login', 'EventAction': ‘homepage', 'EventLabel': ‘userid', 'event': ‘trackEvent'});"> onclick="dataLayer.push({'EventCategory': ‘addtocart', 'EventAction': ‘productgroup', 'EventLabel': ‘product123', 'event': ‘trackEvent'});"> What Event Category Event Action Event Label Where to fire “Login” button {{EventCategory}} {{EventAction}} {{EventLabel}} When user logs in “Add to cart” button {{EventCategory}} {{EventAction}} {{EventLabel}} When user adds product to card • Define a naming convention • Keep structure as clean as possible • Use the same datalayer structure
  32. 32. Phase 2 : Implementation Constantly adapt to technical constraint All events pushed using a single GTM tagResult
  33. 33. PHASE 3: Leverage Data
  34. 34. But WHY are we doing this? Phase 3 : Leverage data 1. To get business insights 2. Leverage data for advertising purpose
  35. 35. Focus on the data that matter  99,57% of visitors do not add a product to card Phase 3 : Leverage data
  36. 36. Phase 3 : Leverage data Focus on the data that matter  99,57% of visitors do not add a product to card Business Issue? Average delivery time too high? Too many steps in their conversion funnel? Higher market prices vs. competition?
  37. 37. Use new data to build upsell strategy Phase 3 : Leverage data
  38. 38. Use new data to build upsell strategy Phase 3 : Leverage data Push CRM data in GTMStep 1
  39. 39. Phase 3 : Leverage data Create custom dimension in Universal AnalyticsStep 2 Use new data to build upsell strategy
  40. 40. Phase 3 : Leverage data Segment & analyse newly available dataStep 3 Use new data to build upsell strategy
  41. 41. Phase 3 : Leverage data Use new data to build upsell strategy Create Remarketing listsStep 4
  42. 42. Phase 3 : Leverage data Use new data to build upsell strategy Leverage newly created list in Advertising platformsStep 5
  43. 43. Phase 3 : Leverage data Use new data to build upsell strategy Effective retargeting of existing customersResult customers Show them products in segments with lower market share
  44. 44. Conclusions
  45. 45. Strategy & recommendation • Good mapping & planning ensures excellent execution • Keep your business objectives in mind at all stages of the processes 1. Conclusions Implementation • Be flexible & think outside the box to be relevant to your business • Adapt to technical constraints to make things happen • A small win is better than a big fail 2. Leverage data • Focus on the data that matter for your business • Integrate newly tracked data into your marketing efforts • Create synergy between all of your data points inside & outside digital platforms 3.
  46. 46. THANK YOU stephane@semetis.com eBusiness Consulting Manager
  47. 47. THANK YOU stephane@semetis.com eBusiness Consulting Manager Ghent WebValley & Bloovi present GoogleAnalytics USERConference #GAUCbe

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