Customisation and Advanced Features
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Paul Shearing - Head of Analytics and Data Science - Search Laboratory Learn how to get deeper insights from customising your implementation and utilising some of the powerful Google Analytics 360 advanced features. Using real-use cases, Paul will outline some of the more powerful features of Google Analytics for advanced marketers, and the benefits they can yield for your business when used effectively. Customisation, online-offline integration, and Google BigQuery will all be covered in this insight into what the platform can deliver.
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Customisation and Advanced Features
- 1. © SEARCH LABORATORY LTD | ALL RIGHTS RESERVED LEEDS HQ: +44 113 212 1211 LONDON: +44 207 147 9980 NEW YORK: +1 646 473 1826 CUSTOMISATION AND ADVANCED FEATURES PAUL SHEARING
- 2. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD CUSTOMISATION AND ADVANCED FEATURES Customising your implementation Offline activity BigQuery Enhanced Ecommerce
- 4. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD OUT OF THE BOX Page Campaign Source Medium Device Users Goals Sessions Exit PageBrowser Landing Page Country Hostname Screen Res
- 5. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD OUT OF THE BOX Page Campaign Source Medium Device Users Goals Sessions Exit PageBrowser Landing Page Country Hostname Screen Res Over 400 Dimensions and Metrics
- 6. CUSTOM DIMENSIONS AND METRICS
- 7. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD Feature Custom dimensions 20 200 Custom metrics 20 200 CUSTOM DIMENSIONS AND METRICS
- 8. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD PROCESS Identify PlanImplement Maintain
- 9. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD Purpose built templates Transparent and self- documenting Complexity in data layer
- 10. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD Purpose built templates Transparent and self- documenting Complexity in data layer Lower up-front costs Quicker implementation times Simpler and cheaper maintenance burden
- 11. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD AN EXAMPLE – TYPICAL ECOMMERCE User ID Account created date Transaction count Spend to date Marketing segment Frequent high spender Infrequent buyer Dormant Anonymous 1st time transaction Credit or cash purchase Recurring subscription selected? True/false Monthly value
- 12. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD Channel Customer Segment Users Transactions 1st Purchases Cash Transaction Credit Transactions Monthly Subscriptions Value Added Paid Search Anonymous 650 20 20 15 5 500 Paid Search New (In 1st3 Months) 200 14 0 10 4 200 Paid Search Regular 100 15 0 8 7 200 Paid Search Dormant 130 4 0 2 2 50 Channel Users Transactions Paid search 1080 53 USES – GREATER INSIGHTS
- 13. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD USES – UNDERSTAND BEHAVIOUR
- 14. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD UserID Channel Date Sessions Transaction 123 Paid Search 01/01/2017 2 1 456 Direct 01/01/2017 1 0 789 Paid Social 01/01/2017 1 1 USES – EXTRACT AND JOIN CRM
- 15. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD USE – AUDIENCES
- 16. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD AN EXAMPLE – INSURANCE QUOTE ENGINE Postcode, region Age Vehicle brand/model etc… Quote amount Options selected (NCD Protection) Renewal date Quote
- 17. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD USES – DEEPER UNDERSTANDING 1000 quotes Quote by age group 17-25 25-40 40-65 65+
- 19. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD LEAD GEN - SALES FUNNEL OFFLINE Display PPC Brand £ Online Offline Call back Meeting Sale
- 20. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD B2B LEAD GENERATION CAMPAIGN Campaign Clicks Cost Form fills First meetings Closed sales Average value CRM solutions 5,000 £50,000 250 25 5 £50,000 Cloud based CRM solutions 5,000 £50,000 250 100 25 £60,000
- 21. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD RESEARCH ONLINE – BUY INSTORE Display PPC Brand Online Offline ! £ SaleBuy instore
- 22. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD RESEARCH ONLINE – BUY INSTORE Campaign Clicks Cost Online Sales In Store Sales Total Sales ROI socks 5,000 £1,000 £2,500 £500 £3,000 300% dresses 5,000 £5,000 £5,000 £25,000 £30,000 600%
- 23. TRACKING OFFLINE - THE SOLUTION
- 24. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD MEASUREMENT PROTOCOL Published ‘format’ Hit level data pageview event transaction Any networked device or application
- 25. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD MEASUREMENT PROTOCOL Transaction Transaction ID: 12345 Transaction Total: £200 Etc… Event Category: Offline Action: Meeting booked Label: Other info?? Custom dimensions: Other info?? Custom Metrics: Meeting booked Instore sale
- 26. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD CONCEPT 2 – THE JOIN KEY Google Analytics ID (clientID) Your CRM ID (userID)
- 27. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD CASE STUDY Galeries Lafayette Large French department store chain Connected offline purchases to online activity 20% of store visits are preceded by an online visit Digital spend has a 2.4 x higher ROAS
- 29. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD BIGQUERY INTEGRATION Hit level data Analysis / insights / reporting Your CRM data - Detailed user path analysis - Join with other big data sources
- 30. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD BIGQUERY – EXAMPLE ANALYSIS Cohort A – TV purchase Cohort B – Clothing purchase GA 360 data CRM data £ £ £ £ £ £ £ £ £ £
- 31. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD BIGQUERY EXAMPLE ANALYSIS Catalogue business DisplayPPC Brand Online Offline £ Mobile Desktop Direct Mailshot Catalogue £
- 33. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD ENHANCED ECOMMERCE
- 34. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD ECOMMERCE FUNNEL Impressions Click-throughs Product views Add to carts Checkouts Transactions Refunds
- 35. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD EXAMPLE REPORT - PRODUCT LISTS
- 36. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD EXAMPLE REPORT - PRODUCT PERFORMANCE
- 37. QUESTIONS?
Editor's Notes
- GA Selling point - hundreds out of box – simple install (without crazy imp and dev costs) Incredibly powerful DON’T be tempted to think that it is a tool for smaller companies who can’t afford to customise an enterprise setup! It is NOT
- GA Selling point - hundreds out of box – simple install (without crazy imp and dev costs) Incredibly powerful DON’T be tempted to think that it is a tool for smaller companies who can’t afford to customise an enterprise setup! It is NOT
- 360 gives you ability to customize to fit your business needs Cornerstone of an advanced implementation Provides the ability to answer hard and specific questions about what people are doing on your specific website and business
- Free provides ability to do some good things 360 – gives you more than you will need Lets not forget this is in addition to the 400+ Out Of Box D&Ms
- At SL we would great deal of time with all stakeholders to understand business, sales process, website Identify objects, entities, things, processes Work out requirement to understand these ‘things’ Develop mechanisms using CDs and CMs - I’ll give examples later!! Implement using GTM (transition/divert to new GTM slide) Explain process ---output data items into page ----explain DataLayer ++maintainable, documented element of the website software --- Program GTM to recognise and include in all relevant tags ALWAYS leave it well documented
- Enables easy implementation of complex requirements Templates – built for GA Complexity in datalayer, which can be easily tested, maintained Meaning lower up front costs, quicker implementation times, and simpler and cheaper maintenance burden – Important when considering total cost ownership GTM 360 differences -unlimited workspaces, better user control, SLA and support GTM 360 – Included FOC, with any other suite product
- Enables easy implementation of complex requirements Templates – built for GA Complexity in datalayer, which can be easily tested, maintained Meaning lower up front costs, quicker implementation times, and simpler and cheaper maintenance burden – Important when considering total cost ownership GTM 360 differences -unlimited workspaces, better user control, SLA and support GTM 360 – Included FOC, with any other suite product
- Discuss possibility to extract to use offline or other systems
- Discuss possibility to extract to use offline or other systems
- What is CRM
- Website translation vs agency
- 2 main concepts - Measurement Protocol - Join Key
- - Huge feature of GA 360 – one enterprises need - Problem with GA Standard is although own data cant get to it (very easily)
- --- Hit Level Access to Data – Pushed from GA Fast, economical and fully-managed enterprise data warehouse Analysis limited only by your ability with SQL
- - Huge feature of GA 360 – one enterprises need - Problem with GA Standard is although own data cant get to it (very easily)