Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Content Engagement with Google Analytics (Emerce Conversion 2015)

2,716 views

Published on

My slides from the Emerce Conversion 2015 conference. Here's a nice method of reconfiguring a data collection platform such as Google Analytics so it gives you best possible data for YOUR business alone.

Published in: Internet
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (Unlimited) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/qURD } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/qURD } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/qURD } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/qURD } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/qURD } ......................................................................................................................... Download doc Ebook here { https://soo.gd/qURD } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THI5 BOOKS INTO AVAILABLE FORMAT (Unlimited) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m77EgH } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... ACCESS WEBSITE for All Ebooks ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m77EgH } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Brilliant. When I read it the first time it was one of the "aha moments", and now it happens again :)
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Content Engagement with Google Analytics (Emerce Conversion 2015)

  1. 1. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLONETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO CONTENT ENGAGEMENT NEW METHODS FOR EVALUATING CONTENT WITH GOOGLE ANALYTICS Emerce Conversion, 14th April 2015
  2. 2. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLONETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO SIMO AHAVA @ NetBooster Head of Analytics, Nordics Google Developer Expert 2014-2016 Twitter: @SimoAhava Google+: +SimoAhava #Conversion15 | @SimoAhava www.simoahava.com
  3. 3. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO 3 Rant: Plug-and-play Analytics AGENDA OVERVIEW #01 Workaround: Content analysis Takeaways: Survival tips #02 #03 #Conversion15 | @SimoAhava
  4. 4. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO PLUG-AND-PLAY ANALYTICS #Conversion15 | @SimoAhava
  5. 5. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Google Analytics is a tool designed to work for 9,163,750* different businesses * Author’s estimate, not an official figure
  6. 6. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava It is thus conceivable Google does not know what your business KPIs are
  7. 7. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava 2,578,000 DEAR BOSS, Last month, the number of Sessions on our site was… …which is an uplift of +2.78% compared to the previous month.
  8. 8. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava 21.20% DEAR BOSS, Last month, the Conversion Rate for eCommerce on our site was… …which is an uplift of +5% compared to the previous month.
  9. 9. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava All metrics and dimensions used by a data collection / processing / reporting platform subscribe to the schemas of said platform.
  10. 10. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava All metrics and dimensions used by a data collection / processing / reporting platform subscribe to the schemas of said platform. Sessionization schema
  11. 11. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava All metrics and dimensions used by a data collection / processing / reporting platform subscribe to the schemas of said platform. Event tracking schema
  12. 12. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava All metrics and dimensions used by a data collection / processing / reporting platform subscribe to the schemas of said platform. Transactional schema
  13. 13. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava This has two major implications on how we process, analyze, and report on the data.
  14. 14. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava All sessionized data is arbitrary
  15. 15. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava
  16. 16. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Fictional
  17. 17. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Fictional Fictional
  18. 18. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Fictional Fictional Fictional
  19. 19. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Fictional Fictional Fictional Fictional
  20. 20. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava How can an arbitrary, fictional metric ever be a good KPI?* * Rhetorical question, it can’t
  21. 21. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Data quality is earned, not acquired.
  22. 22. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Stay away from aggregate metrics.
  23. 23. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Stay away from aggregate metrics. Segment, customize, combine, visualize.
  24. 24. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Aggregate Segmented User-centric Cohorts Predictive 21.20% Our website’s eCommerce Conversion Rate for January was…
  25. 25. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Aggregate Segmented User-centric Cohorts Predictive 12.57% Visitors who landed on our site through our January Facebook campaign had an eCommerce Conversion Rate of…
  26. 26. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Aggregate Segmented User-centric Cohorts Predictive 19.20% Visitors with no previous transactions who landed on our site through our January Facebook campaign had an eCommerce Conversion Rate of…
  27. 27. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Aggregate Segmented User-centric Cohorts Predictive New customers via Facebook vs. Old customers via Facebook vs. Overall eCommerce Conversion Rate
  28. 28. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Aggregate Segmented User-centric Cohorts Predictive This data, combined with information from our sales engine and CRM, gives us the following optimization opportunities…
  29. 29. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO ADVANCED CONTENT ANALYSIS #Conversion15 | @SimoAhava
  30. 30. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava We need to collect data in a meaningful way.
  31. 31. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Sometimes it means we need to tweak the data collection mechanism.
  32. 32. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Take Bounce Rate, for example.
  33. 33. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava
  34. 34. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava
  35. 35. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava
  36. 36. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava
  37. 37. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Remember, Bounce Rate is a heavily sessionized metric that is not inherently good or bad.
  38. 38. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava
  39. 39. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava After X seconds on the page, send a pulse to GA which negates the bounce.
  40. 40. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Google Tag Manager 1. Create new Timer Trigger 2. Set Interval to X ms 3. Set Limit to 1 4. Fire Event Tag with this Trigger
  41. 41. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava
  42. 42. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava However, you’re playing into the hands of the schema overlords.
  43. 43. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Instead of trying to get Bounce Rate lower by tweaking a metric, how about improving internal linking?
  44. 44. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava …or measuring calls-to- action?
  45. 45. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava …or combining dwell time with scroll depth?
  46. 46. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava http://cutroni.com/blog/2014/02/12/advanced-content-tracking-with-universal-analytics/
  47. 47. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava
  48. 48. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava
  49. 49. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Adapted for Google Tag Manager: https://github.com/sahava/content/
  50. 50. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava 1 Universal Analytics Tag 1 Custom Event Trigger 9 Data Layer Variables
  51. 51. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava OK, this is better for understanding intent (and content)…
  52. 52. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Reader Scanner Scanner Reader Reader Intent Content 53 % read 89 % read 60 % read 21 % read 85 % read
  53. 53. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Bounce Rate became more meaningful for users and content.
  54. 54. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava …But let’s take a (huge) leap forwards….
  55. 55. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava ”Traditional” Ecommerce Session Entrance Receipt Page
  56. 56. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava ”Traditional” Ecommerce Session Entrance Receipt Page transactionId revenue products 1 conversion
  57. 57. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Enhanced Ecommerce Session Entrance Receipt Page
  58. 58. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Enhanced Ecommerce Session Entrance Receipt Page transactionId revenue products 1 conversion
  59. 59. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Enhanced Ecommerce Session Entrance Receipt Page transactionId revenue products 1 conversion Product impressions
  60. 60. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Enhanced Ecommerce Session Entrance Receipt Page transactionId revenue products 1 conversion Product impressions Click on impr.
  61. 61. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Enhanced Ecommerce Session Entrance Receipt Page transactionId revenue products 1 conversion Product impressions Click on impr. View product details
  62. 62. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Enhanced Ecommerce Session Entrance Receipt Page transactionId revenue products 1 conversion Product impressions Click on impr. View product details Add to cart
  63. 63. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Enhanced Ecommerce Session Entrance Receipt Page transactionId revenue products 1 conversion Product impressions Click on impr. View product details Add to cart Checkout step 1
  64. 64. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Enhanced Ecommerce Session Entrance Receipt Page transactionId revenue products 1 conversion Product impressions Click on impr. View product details Add to cart Checkout step 1 Checkout step 2
  65. 65. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Enhanced Ecommerce Session Entrance Receipt Page transactionId revenue products 1 conversion Product impressions Click on impr. View product details Add to cart Checkout step 1 Checkout step 2 Checkout step 3
  66. 66. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Enhanced Ecommerce shifts the focus from conversions to the entire journey.
  67. 67. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Including missed opportunities.
  68. 68. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava 1. Implementation
  69. 69. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava 1. Implementation 2. Activation
  70. 70. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava 1. Implementation 2. Activation 3. New Reports
  71. 71. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava This is very cool for your webstore.
  72. 72. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava
  73. 73. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava It’s infinitely cooler for your content.
  74. 74. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Shopping Reading Behavior
  75. 75. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Checkout Behavior Content Engagement
  76. 76. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Product Article Performance
  77. 77. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Product Content List Performance
  78. 78. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Internal Promotions
  79. 79. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Content is to a blog what products are to a store.
  80. 80. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Sort out the terminology first.
  81. 81. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Product: A blog article Product price: Words in an article Product impression: Views of a title or title+ingress in content lists Product list: Widget / content area where article impressions can be gathered from Product list click: Clicks on entries in an article list Product detail view: Page load of an article page Add to cart: First scroll on an article page Checkout: 1/3, 2/3, and 3/3 scroll depth on an article page Purchase: 3/3 scroll depth on an article page and minimum of 60 seconds dwell time
  82. 82. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Then, work on data collection.
  83. 83. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava
  84. 84. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Product impression Product impression Product impressions Internal promotion
  85. 85. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Article Impression Promotion Impression Article Impression Click
  86. 86. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava
  87. 87. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Article View
  88. 88. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Scrolling Begins
  89. 89. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Scroll Depth Steps
  90. 90. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Purchase
  91. 91. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Using Ecommerce terminology for content analysis opens up a new world of data-driven insight.
  92. 92. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava SURVIVAL TIPS
  93. 93. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Takeaway 1/5 Be critical: Measuring content engagement with plug-and-play analytics relies on Pageviews – not very constructive.
  94. 94. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Takeaway 2/5 Be critical: Focusing on a single, sessionized, often corrupted metric like Bounce Rate should not headline your reports.
  95. 95. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Takeaway 3/5 Be critical: Fixing data collection so that it measures your business objectives more accurately requires work.
  96. 96. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Takeaway 4/5 Be critical: Focus on people, not tools; focus on questions, not answers; focus on a well-defined dataset, not the universe. 3 rules of data collection 1) Rule of data passivity – data does nothing, data beats nothing. It’s a passive medium and requires an active agent (analyst) to interpret. 2) Rule of data subjectivity – any interpretation of data relies on a well- formulated hypothesis. Whether data is ”bad” or ”good” depends on what you want to know. 3) Rule of data scarcity – no matter what you do, you will never have all the data. An arbitrary line must be drawn, and you must understand where and why this artificial limit exists.
  97. 97. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Takeaway 5/5 BE CRITICAL! Data quality is directly proportional to how well you understand the data collection.
  98. 98. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO THANK YOU Twitter: @SimoAhava Google+: +SimoAhava www.simoahava.com #Conversion15 | @SimoAhava

×