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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
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
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
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
PLUG-AND-PLAY
ANALYTICS
#Conversion15 | @SimoAhava
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
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
It is thus conceivable
Google does not know
what your business KPIs
are
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.
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.
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.
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
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
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
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
This has two major implications
on how we process, analyze, and
report on the data.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
All sessionized
data is
arbitrary
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Fictional
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Fictional
Fictional
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Fictional
Fictional
Fictional
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Fictional
Fictional
Fictional
Fictional
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
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Data quality is
earned, not
acquired.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Stay away from
aggregate metrics.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Stay away from
aggregate metrics.
Segment, customize,
combine, visualize.
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…
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…
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…
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
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…
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
ADVANCED CONTENT
ANALYSIS
#Conversion15 | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
We need to collect
data in a meaningful
way.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Sometimes it means
we need to tweak the
data collection
mechanism.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Take Bounce Rate,
for example.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Remember, Bounce Rate
is a heavily sessionized
metric that is not inherently
good or bad.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
After X seconds on the
page, send a pulse to GA
which negates the bounce.
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
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
However, you’re playing
into the hands of the
schema overlords.
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?
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
…or measuring calls-to-
action?
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
…or combining dwell time
with scroll depth?
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
http://cutroni.com/blog/2014/02/12/advanced-content-tracking-with-universal-analytics/
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Adapted for Google Tag
Manager:
https://github.com/sahava/content/
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
1 Universal Analytics Tag 1 Custom Event Trigger 9 Data Layer Variables
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
OK, this is better for
understanding intent (and
content)…
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
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Bounce Rate became more
meaningful for users and
content.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
…But let’s take a (huge)
leap forwards….
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
”Traditional” Ecommerce
Session Entrance Receipt Page
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
”Traditional” Ecommerce
Session Entrance Receipt Page
transactionId
revenue
products
1 conversion
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Enhanced Ecommerce
Session Entrance Receipt Page
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Enhanced Ecommerce
Session Entrance Receipt Page
transactionId
revenue
products
1 conversion
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Enhanced Ecommerce
Session Entrance Receipt Page
transactionId
revenue
products
1 conversion
Product impressions
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.
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
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
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
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
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
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Enhanced Ecommerce shifts
the focus from conversions to
the entire journey.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Including missed
opportunities.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
1. Implementation
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
1. Implementation
2. Activation
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
1. Implementation
2. Activation 3. New Reports
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
This is very cool for your
webstore.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
It’s infinitely cooler for
your content.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Shopping Reading Behavior
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Checkout Behavior Content Engagement
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Product Article Performance
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Product Content List Performance
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Internal Promotions
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Content is to a blog what
products are to a store.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Sort out the terminology
first.
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
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Then, work on data
collection.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Product impression
Product impression
Product
impressions
Internal promotion
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Article Impression
Promotion Impression
Article Impression Click
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Article View
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Scrolling Begins
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Scroll Depth Steps
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Purchase
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Using Ecommerce terminology
for content analysis opens up a
new world of data-driven
insight.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
SURVIVAL TIPS
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.
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.
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.
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.
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.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
THANK YOU
Twitter: @SimoAhava
Google+: +SimoAhava
www.simoahava.com
#Conversion15 | @SimoAhava

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Content Engagement with Google Analytics (Emerce Conversion 2015)

  • 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. 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. 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. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO PLUG-AND-PLAY ANALYTICS #Conversion15 | @SimoAhava
  • 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. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava It is thus conceivable Google does not know what your business KPIs are
  • 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. 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. 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. 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. 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. 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. 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. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava All sessionized data is arbitrary
  • 15. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava
  • 16. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Fictional
  • 17. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Fictional Fictional
  • 18. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Fictional Fictional Fictional
  • 19. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Fictional Fictional Fictional Fictional
  • 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. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Data quality is earned, not acquired.
  • 22. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Stay away from aggregate metrics.
  • 23. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Stay away from aggregate metrics. Segment, customize, combine, visualize.
  • 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. 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. 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. 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. 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. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO ADVANCED CONTENT ANALYSIS #Conversion15 | @SimoAhava
  • 30. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava We need to collect data in a meaningful way.
  • 31. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Sometimes it means we need to tweak the data collection mechanism.
  • 32. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Take Bounce Rate, for example.
  • 33. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava
  • 34. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava
  • 35. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava
  • 36. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava
  • 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. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava
  • 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. 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. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava
  • 42. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava However, you’re playing into the hands of the schema overlords.
  • 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. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava …or measuring calls-to- action?
  • 45. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava …or combining dwell time with scroll depth?
  • 46. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava http://cutroni.com/blog/2014/02/12/advanced-content-tracking-with-universal-analytics/
  • 47. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava
  • 48. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava
  • 49. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Adapted for Google Tag Manager: https://github.com/sahava/content/
  • 50. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava 1 Universal Analytics Tag 1 Custom Event Trigger 9 Data Layer Variables
  • 51. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava OK, this is better for understanding intent (and content)…
  • 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. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Bounce Rate became more meaningful for users and content.
  • 54. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava …But let’s take a (huge) leap forwards….
  • 55. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava ”Traditional” Ecommerce Session Entrance Receipt Page
  • 56. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava ”Traditional” Ecommerce Session Entrance Receipt Page transactionId revenue products 1 conversion
  • 57. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Enhanced Ecommerce Session Entrance Receipt Page
  • 58. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Enhanced Ecommerce Session Entrance Receipt Page transactionId revenue products 1 conversion
  • 59. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Enhanced Ecommerce Session Entrance Receipt Page transactionId revenue products 1 conversion Product impressions
  • 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. 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. 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. 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. 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. 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. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Enhanced Ecommerce shifts the focus from conversions to the entire journey.
  • 67. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Including missed opportunities.
  • 68. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava 1. Implementation
  • 69. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava 1. Implementation 2. Activation
  • 70. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava 1. Implementation 2. Activation 3. New Reports
  • 71. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava This is very cool for your webstore.
  • 72. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava
  • 73. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava It’s infinitely cooler for your content.
  • 74. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Shopping Reading Behavior
  • 75. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Checkout Behavior Content Engagement
  • 76. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Product Article Performance
  • 77. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Product Content List Performance
  • 78. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Internal Promotions
  • 79. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Content is to a blog what products are to a store.
  • 80. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Sort out the terminology first.
  • 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. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Then, work on data collection.
  • 83. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava
  • 84. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Product impression Product impression Product impressions Internal promotion
  • 85. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Article Impression Promotion Impression Article Impression Click
  • 86. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava
  • 87. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Article View
  • 88. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Scrolling Begins
  • 89. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Scroll Depth Steps
  • 90. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava Purchase
  • 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. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #Conversion15 | @SimoAhava SURVIVAL TIPS
  • 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. 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. 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. 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. 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. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO THANK YOU Twitter: @SimoAhava Google+: +SimoAhava www.simoahava.com #Conversion15 | @SimoAhava