The GMP as part of enterprise level decision making platform See how Sixt is using various tools of the GMP stack from basic reporting via Data Studio up to advanced data science with Raw Data to make datadriven decisions and how GTM is a main tool to ensure data consistency.

1. THE GMP AS A PART OF ENTERPRISE
LEVEL REPORTING PLATFORM
11.04.2019

2. ABOUT ME
!2
Oleg Polstianko
Senior Manager Web Analytics at Sixt SE
Zugspitzstraße 1,
82049, Pullach im Isartal, München
Background:
6+ years in Web Analytics and Tracking Implementation projects
10+ years in the field of Digital Projects

3. OVERVIEW
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• Web analytics challenges and problems we had at SIXT
• First step: Moving to Google Marketing Plarform
• Next step: Real time enriched events stream
• Questions

4. DATA PRODUCERS AT SIXT
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SIXT Mobile App SIXT Website SIXT Backend data

5. DATA USERS AND ROLES
!5
Executive
management
Marketing
manager
Data Science
Team
Product
owner
Goals conversion
Total revenue
Costs
ROI %
Behavior patterns
Conversion funnel
Features usage
Auditory segments
Ad Platform Reporting
Google Analytics Interface
Behavioral events
User properties
Raw data
Raw data exported
Direct SQL queries
General numbers
Split of businesses
Total revenue
Marketing costs
Google Data Studio
BI reporting tools

6. WHERE WE STARTED
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Website
Mobile app Backend
Ad Tracking
Platform
Ad Network
Heatmaps
Clickmaps
3rd party
Conversion API
BI Reporting Tools
Web based
Reporting
interfaces
Executive management
Data Science
Product owner
Marketing manager
API calls
Cost data
Google Tag
Manager

7. PROBLEMS AND CHALLENGES
!7
•5-15% of Ecommerce transactions are lost in Web reporting
•Backend events are missing in Web reporting
•Limited Ecommerce transaction details in Web reporting
•Attributing the sale to the right Ad Platform in Web reporting
•Client behavior data is missing in Backend reporting
•Traffic sources and cost information is lost in Backend
reporting

8. OUR TARGET STATE
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•Developing of aggregated DWH containing Web + Backend data
•Real-Time stream of events containing attribution data
•Web data enriched with the details from Backend and sent to
Google Analytics
•Server-side Tag Management solution to report attributed
conversions
•Attributiion aware Google Tag Manager

9. FIRST STEP: MOVING TO GMP
!9
Mobile app
GTM 360 Mobile
Website
GTM 360 Web
Backend
BI Reporting tools
Google Analytics 360
Basic GA reports
Google BigQuery
Mobile Ad Attribution
Basic Tool reports
Backend and Web
data joined
Google
Data Studio
BigQuery
UI
Executive
management
Excel / Tableau
Data Science
Product owner
Marketing
manager
Executive
management
Marketing
manager
Product owner

10. PROBLEMS STILL NEED TO BE FIXED
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•Google Tag manager is still not aware of attributed channel
•Data in Google Analytics and Ad Platforms miss some events and details
•We still dont have Real Time stream of events

11. NEXT STEP: GLOBAL STREAM OF EVENTS
!11
Mobile app
GTM 360 Mobile
Website
GTM 360 Web
Backend data
Live stream
Mobile attribution
tool
Event attribution
Data enrichment
Data deduplication
dataLayer.push({ event: 'sale', channel: '...' })
GA Measurement protocol
Ad Networks Conversion APIs
Google Analytics Ad Networks
Product owner
Marketing
manager
JSON
Stored
Stream
GET: /track
Big Query SQL
OLAP cubes
Google Data Studio
Grafana / Kibana
Data
Users
Imported
Costs
Data

12. BENEFITS OF TARGETED APPROACH
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•Events from Backend, Web and Mobile are processed and enriched in Real Time
•Google Tag Manager fires conversion pixels according to sale attributed channel
•Google Analytics reports have accurate sales data and has a great detalization
•Global DWH can be accessed using varios number of reporting tools

13. THANK YOU!
Contact me:
Oleg Polstianko
oleg.polstianko@sixt.com
+ 49 152 026 06329