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Google Analytics For Retailers - Getting Your House in Order
This document discusses getting your analytics house in order. It recommends developing an analytics and optimization plan that identifies focus areas, resources needed for analysis and action. It also recommends cleaning data by removing robot traffic and unnecessary URL parameters. Consistent campaign tracking practices like agreed naming conventions and record keeping are advised. Simplifying reporting for non-analysts by using custom reports, dashboards and external tools is also suggested. The document provides a checklist for must-have metrics, data cleaning, campaign tagging, reporting and developing analytics skills.
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Google Analytics For Retailers - Getting Your House in Order
- 1. Getting Your AnalyticsHouse in Order Getting Your Analytics House in Order Rod Jacka
- 2. Getting Your AnalyticsHouse in Order
- 3. Getting Your AnalyticsHouse in Order
- 4. Getting Your AnalyticsHouse in Order
- 5. Getting Your AnalyticsHouse in Order Analytics is a process, not a project
- 6. Getting Your AnalyticsHouse in Order Analytics and Optimisation Plan • You need a plan on how your company will approach analytics. • Identify which areas to focus on. • Identify the resources you need for both analysis and action. • Document your approach and findings.
- 7. Getting Your AnalyticsHouse in Order
- 8. Getting Your AnalyticsHouse in Order
- 9. Getting Your AnalyticsHouse in Order
- 10. Getting Your AnalyticsHouse in Order
- 11. Getting Your AnalyticsHouse in Order
- 12. Getting Your AnalyticsHouse in Order
- 13. Getting Your AnalyticsHouse in Order Other Ideas • Date of first purchase • Customer segment (Bronze, Silver, Gold, Platinum) • Billing/Shipping Postcode • Gender • Customer Value to Date
- 14. Getting Your AnalyticsHouse in Order
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- 16. Getting Your AnalyticsHouse in Order
- 17. Getting Your AnalyticsHouse in Order Panalysis Magento Extension
- 18. Getting Your AnalyticsHouse in Order
- 19. Getting Your AnalyticsHouse in Order
- 20. Getting Your AnalyticsHouse in Order Relationships between External and Internal Marketing • For most retailers there is likely to be a relationship between the campaigns that you use to bring visitors to the site and the promotions that you run on the site. • Tracking your internal promotions is an important analytics task. • Luckily Internal Promotions is part of Enhanced E-Commerce
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- 22. Getting Your AnalyticsHouse in Order
- 23. Getting Your AnalyticsHouse in Order
- 24. Getting Your AnalyticsHouse in Order Consistent Campaign Tracking • The single biggest mistake that we see time and time again is allowing people to create their own ad-hoc campaign tracking. • This leads to chaos if left unchecked.
- 25. Getting Your AnalyticsHouse in Order
- 26. Getting Your AnalyticsHouse in Order Campaign Tagging Best Practices • Ensure that you start with an agreed naming convention • Stick to it! • Keep a record of your campaigns in a place where you can find it. • It is much easier to identify how campaigns perform over time if you have consistent naming and a long term record. • Maintaining a journal is a good start.
- 27. Getting Your AnalyticsHouse in Order Cleaning Your Data • There is lot’s of room for improvement in most Google Analytics accounts. • Robot traffic • Too many URLs – Not configuring and tracking site search correctly to remove user search queries – Not removing query parameters from URLs – Watch out for email addresses appearing in your URLs!!!
- 28. Getting Your AnalyticsHouse in Order Simplify your reporting • Google Analytics is a complex product that requires significant analytical skills to use well. • Unless your team have deep analytical skills and use this tool on a daily basis you are best to set up simpler reporting. • Custom reports and dashboards are a good place to start. • External tools such as Tableau, Geckoboard and Excel are often a better place to prepare your reports.
- 29. Getting Your AnalyticsHouse in Order Checklist • Identify the must have answers to questions. • Check whether you have the data to answer these. • Set up Enhanced E-Commerce. • Clean up your Google Analytics data. • Reconcile your transactions regularly to ensure accurate data. • Implement consistent approaches to campaign tagging. • Simplify your reporting. • Understand that Analytics requires a skillset that needs to be developed and practice. It is much more than just getting reports.
- 30. Getting Your AnalyticsHouse in Order Questions Rod Jacka rod@panalysis.com
Editor's Notes
- #3 There is much hype around data being the “New Oil” with the pretense that it is something to be mined.
- #4 From my experience with data it is less about mining than about getting value from it. From what I can tell from our customers their experience with data is a lot less positive and is more overwhelming If you are not careful it can blow up in your face.
- #5 I personally see data as the lubricant that drives business. Without data getting results is harder, more error prone and subject to a lot of friction
- #6 Analytics is a process, not a project.
- #8 Google Analytics is great and every retailer should have this in place, but unless you spend some time planning on how you are going to use this then you can waste a lot of time and energy.
- #9 Let’s look at a relative simple problem. Which channels attract our loyalist customers? We might start with the Channels report We can see the revenue from each campaign but we are smart enough to know that this is based on a last click attribution model.
- #10 So we take a look at the Model Comparison tool and whilst this is interesting there is still no luck in answering this question.
- #11 Custom dimensions to the rescue. You can usually get this data from your shopping cart system.
- #12 Once you have the data flowing into Google Analytics you can then identify whether the person has purchased before and the number of purchases that they have made previously.
- #13 Here is another example of a custom report from one of our clients that shows how their customers are grouped and the sales from each of them.
- #14 Most of these can be derived from your data and sent to Google Analytics using custom dimensions. Sam and Ryan have implemented on of the more advanced GA implementations that we have worked with when brining on a new client.
- #15 You absolutely MUST have Google Analytics Enhanced E-Commerce set up on your site. This is a big step by Google to get closer to a well functioning analytics system for retailers.
- #16 This gives you a bunch of features that can be used to better understand how effective your site is in driving conversions and where people drop out of the purchase process.
- #17 It also gives you much more detailed reporting on which products are viewed, added to cart and purchased.
- #19 When you set up Enhanced E-Commerce you have the option to turn on related products. Whilst this isn’t shown in the Google Analytics reports you have the basis of a product recommendation engine that you can use for creating lists of related products.
- #20 Related products.
- #24 This isn’t actual
- #25 If your campaign tracking is a mess then your analytics will be too.