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Universal Analytics &
Single User View

@jonoalderson
Big, sexy data

@jonoalderson
Who doesn’t love keyword research?

@jonoalderson
Who’s seen this chart?

@jonoalderson
Multi-touch, multi-channel analytics

@jonoalderson
So what can we do?

@jonoalderson
Why’s this important?

@jonoalderson
Challenges
• Device proliferation
• Defining cookie & session behaviour
• Issues with non-linear content consumption
(chan...
Single Visitor View

Keyword 1

Keyword 2

Keyword 3

Bad decisions!


@jonoalderson
The real power of Universal Analytics

@jonoalderson
Making this happen: Identifying a user

Browser fingerprinting
(Pantoclick[sp?])

@jonoalderson
Making this happen.
1. Get and set the user ID (however you go about getting it)
2. When users complete actions, extract G...
Go downstream
• Offline sales
• Phone calls. App usage. Account preferences. Billing
methods.
• Intermediary actions; Like...
If you’ve no mechanism for collecting user ID…

@jonoalderson
This is now the real world

@jonoalderson
Thinking outside the box
•

Which terms generate multiple conversions over time?

•

How do multi-device visitors behave, ...
One last challenge…
• Everybody’s website is unique.
• Everybody’s business is unique.
• Every brand’s real-world technolo...
Who’d like to get really technical?

Pro challenge: Use a Server-Side Data Layer

@jonoalderson
Resources
• UA implementation
https://developers.google.com/analytics/devguides/collection/analyticsjs/
• “3 cool analytic...
Thanks!
Any questions?

@jonoalderson
Jono Alderson
jonoalderson@gmail.com
@jonoalderson
www.jonoalderson.com

@jonoalderson
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Universal Analytics & Single User View

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Understand who your visitors are, what happens after they convert, what they do in the future, and how much money they make you - and use this to influence your keyword research, strategies and tactics.

Published in: Education, Technology, Design
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Universal Analytics & Single User View

  1. 1. Universal Analytics & Single User View @jonoalderson
  2. 2. Big, sexy data @jonoalderson
  3. 3. Who doesn’t love keyword research? @jonoalderson
  4. 4. Who’s seen this chart? @jonoalderson
  5. 5. Multi-touch, multi-channel analytics @jonoalderson
  6. 6. So what can we do? @jonoalderson
  7. 7. Why’s this important? @jonoalderson
  8. 8. Challenges • Device proliferation • Defining cookie & session behaviour • Issues with non-linear content consumption (channel hopping & tabbed browsing) @jonoalderson
  9. 9. Single Visitor View Keyword 1 Keyword 2 Keyword 3 Bad decisions!  @jonoalderson
  10. 10. The real power of Universal Analytics @jonoalderson
  11. 11. Making this happen: Identifying a user Browser fingerprinting (Pantoclick[sp?]) @jonoalderson
  12. 12. Making this happen. 1. Get and set the user ID (however you go about getting it) 2. When users complete actions, extract GA data from the GA cookie (ID, campaign parameters, custom dimensions*) and pass downstream to CRM/systems 3. When stuff happens in these systems/places (e.g., sales), pass that info back to GA along with the ID 4. Profit *Avoid PII! @jonoalderson
  13. 13. Go downstream • Offline sales • Phone calls. App usage. Account preferences. Billing methods. • Intermediary actions; Likes, shares, downloads, etc. Microconversions! • Changes / up-sells / cancellations; go long! @jonoalderson
  14. 14. If you’ve no mechanism for collecting user ID… @jonoalderson
  15. 15. This is now the real world @jonoalderson
  16. 16. Thinking outside the box • Which terms generate multiple conversions over time? • How do multi-device visitors behave, and where should your focus be? • What about… • Which terms have a higher propensity to be used by people who have children? • Which terms contribute more when it’s rained in the last three days? • How do people who travel a lot consume content, and how does this affect conversion? @jonoalderson
  17. 17. One last challenge… • Everybody’s website is unique. • Everybody’s business is unique. • Every brand’s real-world technology and digital infrastructure is different • There’s no escaping that this needs bespoke development • …But so few people are doing this at the moment, that it’s worth tackling the hurdles. @jonoalderson
  18. 18. Who’d like to get really technical? Pro challenge: Use a Server-Side Data Layer @jonoalderson
  19. 19. Resources • UA implementation https://developers.google.com/analytics/devguides/collection/analyticsjs/ • “3 cool analytics hacks” http://bit.ly/ua-hacks • “Using Universal Analytics To Segment By Weather” http://bit.ly/ua_weather • Extract ‘classic’ GA campaign data from cookie; JS example http://bit.ly/extract-ga • Use-case support or exploration Talk to me afterwards! @jonoalderson
  20. 20. Thanks! Any questions? @jonoalderson
  21. 21. Jono Alderson jonoalderson@gmail.com @jonoalderson www.jonoalderson.com @jonoalderson

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