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THE GMP AS A PART OF ENTERPRISE
LEVEL REPORTING PLATFORM
11.04.2019
ABOUT ME
!2
Oleg Polstianko
Senior Manager Web Analytics at Sixt SE
Zugspitzstraße 1,
82049, Pullach im Isartal, München
Background:
6+ years in Web Analytics and Tracking Implementation projects
10+ years in the field of Digital Projects
OVERVIEW
!3
• Web analytics challenges and problems we had at SIXT
• First step: Moving to Google Marketing Plarform
• Next step: Real time enriched events stream
• Questions
DATA PRODUCERS AT SIXT
!4
SIXT Mobile App SIXT Website SIXT Backend data
DATA USERS AND ROLES
!5
Executive
management
Marketing
manager
Data Science
Team
Product
owner
Goals conversion
Total revenue
Costs
ROI %
Behavior patterns
Conversion funnel
Features usage
Auditory segments
Ad Platform Reporting
Google Analytics Interface
Behavioral events
User properties
Raw data
Raw data exported
Direct SQL queries
General numbers
Split of businesses
Total revenue
Marketing costs
Google Data Studio
BI reporting tools
WHERE WE STARTED
!6
Website
Mobile app Backend
Ad Tracking
Platform
Ad Network
Heatmaps
Clickmaps
3rd party
Conversion API
BI Reporting Tools
Web based
Reporting
interfaces
Executive management
Data Science
Product owner
Marketing manager
API calls
Cost data
Google Tag
Manager
PROBLEMS AND CHALLENGES
!7
•5-15% of Ecommerce transactions are lost in Web reporting
•Backend events are missing in Web reporting
•Limited Ecommerce transaction details in Web reporting
•Attributing the sale to the right Ad Platform in Web reporting
•Client behavior data is missing in Backend reporting
•Traffic sources and cost information is lost in Backend
reporting
OUR TARGET STATE
!8
•Developing of aggregated DWH containing Web + Backend data
•Real-Time stream of events containing attribution data
•Web data enriched with the details from Backend and sent to
Google Analytics
•Server-side Tag Management solution to report attributed
conversions
•Attributiion aware Google Tag Manager
FIRST STEP: MOVING TO GMP
!9
Mobile app
GTM 360 Mobile
Website
GTM 360 Web
Backend
BI Reporting tools
Google Analytics 360
Basic GA reports
Google BigQuery
Mobile Ad Attribution
Basic Tool reports
Backend and Web
data joined
Google
Data Studio
BigQuery
UI
Executive
management
Excel / Tableau
Data Science
Product owner
Marketing
manager
Executive
management
Marketing
manager
Product owner
PROBLEMS STILL NEED TO BE FIXED
!10
•Google Tag manager is still not aware of attributed channel
•Data in Google Analytics and Ad Platforms miss some events and details
•We still dont have Real Time stream of events
NEXT STEP: GLOBAL STREAM OF EVENTS
!11
Mobile app
GTM 360 Mobile
Website
GTM 360 Web
Backend data
Live stream
Mobile attribution
tool
Event attribution
Data enrichment
Data deduplication
dataLayer.push({ event: 'sale', channel: '...' })
GA Measurement protocol
Ad Networks Conversion APIs
Google Analytics Ad Networks
Product owner
Marketing
manager
JSON
Stored
Stream
GET: /track
Big Query SQL
OLAP cubes
Google Data Studio
Grafana / Kibana
Data
Users
Imported
Costs
Data
BENEFITS OF TARGETED APPROACH
!12
•Events from Backend, Web and Mobile are processed and enriched in Real Time
•Google Tag Manager fires conversion pixels according to sale attributed channel
•Google Analytics reports have accurate sales data and has a great detalization
•Global DWH can be accessed using varios number of reporting tools
THANK YOU!
Contact me:
Oleg Polstianko
oleg.polstianko@sixt.com
+ 49 152 026 06329

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Google Analytics Konferenz 2019_Google Marketing Platform - Enterprise_Oleg Polstianko (Sixt)

  • 1. THE GMP AS A PART OF ENTERPRISE LEVEL REPORTING PLATFORM 11.04.2019
  • 2. ABOUT ME !2 Oleg Polstianko Senior Manager Web Analytics at Sixt SE Zugspitzstraße 1, 82049, Pullach im Isartal, München Background: 6+ years in Web Analytics and Tracking Implementation projects 10+ years in the field of Digital Projects
  • 3. OVERVIEW !3 • Web analytics challenges and problems we had at SIXT • First step: Moving to Google Marketing Plarform • Next step: Real time enriched events stream • Questions
  • 4. DATA PRODUCERS AT SIXT !4 SIXT Mobile App SIXT Website SIXT Backend data
  • 5. DATA USERS AND ROLES !5 Executive management Marketing manager Data Science Team Product owner Goals conversion Total revenue Costs ROI % Behavior patterns Conversion funnel Features usage Auditory segments Ad Platform Reporting Google Analytics Interface Behavioral events User properties Raw data Raw data exported Direct SQL queries General numbers Split of businesses Total revenue Marketing costs Google Data Studio BI reporting tools
  • 6. WHERE WE STARTED !6 Website Mobile app Backend Ad Tracking Platform Ad Network Heatmaps Clickmaps 3rd party Conversion API BI Reporting Tools Web based Reporting interfaces Executive management Data Science Product owner Marketing manager API calls Cost data Google Tag Manager
  • 7. PROBLEMS AND CHALLENGES !7 •5-15% of Ecommerce transactions are lost in Web reporting •Backend events are missing in Web reporting •Limited Ecommerce transaction details in Web reporting •Attributing the sale to the right Ad Platform in Web reporting •Client behavior data is missing in Backend reporting •Traffic sources and cost information is lost in Backend reporting
  • 8. OUR TARGET STATE !8 •Developing of aggregated DWH containing Web + Backend data •Real-Time stream of events containing attribution data •Web data enriched with the details from Backend and sent to Google Analytics •Server-side Tag Management solution to report attributed conversions •Attributiion aware Google Tag Manager
  • 9. FIRST STEP: MOVING TO GMP !9 Mobile app GTM 360 Mobile Website GTM 360 Web Backend BI Reporting tools Google Analytics 360 Basic GA reports Google BigQuery Mobile Ad Attribution Basic Tool reports Backend and Web data joined Google Data Studio BigQuery UI Executive management Excel / Tableau Data Science Product owner Marketing manager Executive management Marketing manager Product owner
  • 10. PROBLEMS STILL NEED TO BE FIXED !10 •Google Tag manager is still not aware of attributed channel •Data in Google Analytics and Ad Platforms miss some events and details •We still dont have Real Time stream of events
  • 11. NEXT STEP: GLOBAL STREAM OF EVENTS !11 Mobile app GTM 360 Mobile Website GTM 360 Web Backend data Live stream Mobile attribution tool Event attribution Data enrichment Data deduplication dataLayer.push({ event: 'sale', channel: '...' }) GA Measurement protocol Ad Networks Conversion APIs Google Analytics Ad Networks Product owner Marketing manager JSON Stored Stream GET: /track Big Query SQL OLAP cubes Google Data Studio Grafana / Kibana Data Users Imported Costs Data
  • 12. BENEFITS OF TARGETED APPROACH !12 •Events from Backend, Web and Mobile are processed and enriched in Real Time •Google Tag Manager fires conversion pixels according to sale attributed channel •Google Analytics reports have accurate sales data and has a great detalization •Global DWH can be accessed using varios number of reporting tools
  • 13. THANK YOU! Contact me: Oleg Polstianko oleg.polstianko@sixt.com + 49 152 026 06329