User-Centric Analytics (MeasureCamp Talk)

1. USER-CENTRIC ANALYTICS JanTichý – @jantichy – tichy@medio.cz

2. TODAY • Tracking cookies, not users (multiple devices, reinstall, cookie deletion) • Multiple users on one single computer • Losing user history, context, multichannel, Customer LifetimeValue • Usually tracking sessions, not visitors • Weak cross-domain and cross-site tracking • No individual user data in Google Analytics • No or weak link to other tracking systems • ROPO effect, order cancellations, refunds • Impact on remarketing, personalisation, e-mailing, customer care • Analytics, multichannel, campaign effectiveness

3. Web 1 Web 2 Callcentrum CRM Ofﬂine store +420123456789 JanTichý  tichy@medio.cz Chrome Safari Chrome iPhone iPad Safari iPhone Chrome

4. GOOGLE ANALYTICS CID • Stored automatically in cookies • I can send it along with order/user info into CRM or shop and use it for measurement protocol hits • Unable to get data from GA for given CID • Represents only one isolated browser, not user! • By itself, not helpful at all for us

5. IDEAL WORLD • Multichannel funnels, campaign evaluation • Purchase history, user behavior, Customer LifetimeValue • ROPO effect • Segmentation • Retargeting • E-mailing • Personalisation and recommendations

6. Web 1 Web 2 Callcentrum CRM Ofﬂine store JanTichý  tichy@medio.cz  +420123456789 Chrome  Safari  iPad iPhone CRM ID: 123456 Loyalty card: 789

7. HOWTO IDENTIFY A USER • He introduces himself – login, contacts submit… • Submitting promo code, loyalty card • Click through newsletter link • Ex-post contacts acquiring on hotline or store • 3rd party data– Google, Facebook login • Heuristics, hints, signals, probability

8. GOOGLE ANALYTICS USER-ID • Need to identify an user by myself • I have to store the id and repeatedly send with each hit • Limited to a cookie and browser • No backward recalculation! • Hard to get individual user data from GA

9. MY OWN COOKIE • Generate right with ﬁrst hit of the (anonymous) user • Send to GA with each single hut • Store to my eshop/crp along with other user/order info • Usable for segmentation, remarketing, user data import to GA • Getting individual info about a user from GA  • Still limited to single device, browser, cookies • Still no overwiew across all user activities • Still losing most of important information and context

10. IDENTITY AGGREGATOR (IDA) • Auto creating and tracking BrowserID cookies • Matching all browsers and devices together • Coupling all users actions across data sources • Signals, heuristic and probability hinting

11. IDENTITY AGGREGATOR (IDA) Identity Aggregator Browser: 123  GA: abc  1.2.3.4 tichy@medio.cz Browser: 345  GA: xyz  5.6.7.8 +420123456789 CRM: 789 tichy@medio.cz jantichy@jantichy.cz +420123456789 JanTichý jantichy@jantichy.cz Hash: oijoehjveorhdw Browser: 123, 345  GA: abc, xyz  1.2.3.4, 5.6.7.8 tichy@medio.cz jantichy@jantichy.cz   +420123456789 CRM: 789 Hash: oijoehjveorhdw JanTichý

12. IDENTITY AGGREGATOR (IDA) ga('set', 'dimension1', ida.getBrowserId()); ida.init('123456'); ida.track({ 'uid': '123', 'email': 'tichy@medio.cz‘ }); https://usercentrist.com/collect/1/123456/7890987  ?uid=123  &email=tichy@medio.cz  &bid=abcdef  &cid=klmnopq  &ﬁngerprint=uvwxyz

13. IDENTITY AGGREGATOR (IDA) • Individual user data from GA across all devices and browsers • Display user data across multiple CIDs directly on CRM card • User data import from CRM to all GA visitors (CIDs) • Offline conversions upload to GA • Behavior history for personalization and recommendation (web, mailing) • RFM segmentation, Customer LifetimeVALUE • Unified retargeting to all browsers/devices of each user • User identification by open e-mail

14. THANK YOU! JanTichý – @jantichy – tichy@medio.cz

User-Centric Analytics (MeasureCamp Talk)

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User-Centric Analytics (MeasureCamp Talk)