Goto Userreport.com to learn more: With the new UserReport/Google Analytics integration you can analyse real data about your users together with behavioural data from Google Analytics. This presentation gives you information about how to use the integration and also on how Boxer improved their website conversion rate with the mix og real user data and Google Analytics.

1. How to optimize your
website acquisition

2. HOST AND PRESENTERS
Presenter
Simon Kvist Gaulshøj
Global Publishing Director
AudienceProject
Host
Rune Werliin
Head of Marketing
and Communications
AudienceProject
Presenter
Alexander Widmark
CEO
Less Friction

4. AUDIENCEPROJECT IN SHORT
COMPANY
Founded in 2010
Privately owned
+40 employees, offices in Denmark, Ukraine,
Vietnam, UK and Germany
DATA COMMUNITY
+43 million cookies with data
+1 mio panelists – 6000 new panelists daily
+15.000 websites
TECHNOLOGY
Proprietary analytics, prediction and
cross device technology
Asynchronous and fully scalable
GLOBAL FOOTPRINT
Technology operational in 80 countries
Strongest foothold in the Nordics

7. Alexander Widmark | CEO @ Less Friction

8. Conversion optimization
- A/B testing
- Eye tracking
- Personalization
Tracking, Reporting & Analysis
- Tracking implementation
- Funnel analysis
- Dashboards & leaderboards
- Advanced analytics & prognosis
Less Friction - What we do
Business Development
- Digital Strategy
- Infrastructure
- Perfomance Index
Other Services
- SEO
- Kravställning för IT utveckling
- Dynamisk retargeting

9. Clients.

10. System &
PlatformMedia agency Less Friction
Strategic partners.
Through education increase
competence and usage of the system
results will improve over time.
Delivers a technical platform
for business enhancement.
Optimizing acquisition and
delivers traffic to website.
By analyzing and better
understanding the impact and effect
of bought media we are able to
improve the performance of all traffic
channels.

11. +

12. USER REPORT VALUE PROPOSITION
UserReport is an integrated app center of cross device audience analytics apps,
enabling marketers to generate and monetize trusted audience insights and data.

13. COMBINE USERREPORT AND GOOGLE ANALYTICS DATA

14. GOOGLE ANALYTICS DATA IN USERREPORT
FUSED BY
OCCUPATION INCOME KIDS
EDUCATION HOUSEHOLD
SIZE
GENDER/AGE
PETS CARS OPINIONS
SOCIO
DEMO
GRAPHICS
FREE
STYLE

15. SURVEY DATA + BEHAVIORAL DATA
Gender
Age
Do you have a car?
People in household

16. ECOMMERCE DATA IN USERREPORT

17. ACQUISITION DATA IN USERREPORT
Referral sources – Household size Source / Medium – Children in family

18. PROFILING OF USERS
Most buys
Woman
35-55
University
In work
2 persons in household
200 orders (life time)
Biggest basket Smallest basket
Woman
18-34
High school
Student
2 persons in household
678,56 kr. / order
Woman
55+
Elementary school
Retired
2 persons in household
134,93 kr. / order

19. TARGET SEGMENTS WITH USERREPORT AND GOOGLE ANALYTICS DATA

20. TAKE ADVANTAGE OF PROFILING FOR TARGETING
Most buys
Woman
35-55
University
In work
2 persons in household
200 orders
Biggest basket
Woman
18-34
High school
Student
2 persons in household
678,56 kr. / order

21. PERSONALIZATION OF CONTENT

22. The case study

23. The BOXER case study.
In this case we reveal:
How we used the UserReport integration in Google
Analytics to connect website activity with digital
marketing.
How we created an interactive dashboard to
quickly find actionable insights.
We will also reveal:
How this impacted the acquisition strategy when
we where able to apply these
insights on the programmatic
buying in close
to real time.

24. ‹#›
✓ Boxer is one of Sweden’s largest TV operators
✓ Investing to grow their digital presence
✓ TVE offering as well as traditional linear broadcast
As Boxer’s Google Analytics partner we help them
maintaining a solid analytics platform, as well as conducting
various analyses of their website and marketing.
september oktober november december
Google Analytics & Tag Manager
Del 1
Now Interact analys
Förstudie personalisering
Affiliate analys
Del 2
Kampanjanalys
kvantitativ analys som utgår från Google
Analytics. Förväntas ta ca 1,5 - 2 veckor.
Avstämning kring fynd varje vecka för att
iterera fokus och vidare väg framåt.
kvalitativ analys med webbenkät.
Datainsamling pågår ca 3 - 4
veckor. Därefter sammanfattning
och presentation
Our work with boxer.

25. ‹#›
The team.
Finding and fixing
conversion barriers
Insights & Analysis
Acquisition strategy
Media buying
Camping management
Goals
Campaigns
Strategy
Insights on target groupsApart from the in-house team at Boxer
We worked close together with the Media agency
Looping back insights to Boxer and then back to
media agency
We all had a pretty good understanding
of our own metrics

26. ‹#›
Whats happening on the website?
All about the what and not about the who!

27. ‹#›
What did we want to achieve?
✓ We needed to develop an analysis model that we could use across the entire team
✓ Easy to use and understand
✓ Easy access for non GA users
✓ Actionable!
With all the different stakeholders it was imperative that everyone was
working in the same direction

28. ‹#›
Where did we start?
User data/BI
Existing segment models
Media strategy
Targeting data
Website data
We needed to connect the dots between website data and marketing.
Finding a common set of dimensions and metrics.

29. ‹#›
Demographic dimension
• Age
• gender
Across our different data silos we needed to find a set of attributes
A common set of dimensions.
✓ Understand the impact of communication
✓ Validate reach
✓ Identify new valuable taget groups

30. ‹#›
The approach.
✓ Sessions
✓ Conversion rate
✓ Session Value
+ Timelaps
Once we had identified our common set of attributes we could start working on
a set of performance metrics.
It was important that the set of metrics were easy to understand and could
evaluate both onsite performance as well as acquisition strategy.

31. ‹#›
The build.
✓ Data from the UserReport survey complemented GA data
✓ All data sources were properly tagged in GA
✓ We exported the data to Google sheets using a plugin
✓ We made the analysis accessible by publishing it on a team website

32. ‹#›
The model.
X axis = Number of sessions
Y axis = Conversion rate
Bubble Size = Session Value
We made the chart interactive so
we could spot movements over time

33. ‹#›
Good place!
We want to move our target groups
to this quadrant by increasing
traffic and conversion rate
High value prospect
High potential audience
Bad place! Stay away

34. ‹#›
Make more profitable!
Increase traffic!
Increase conversion rate!Evaluate strategy!

35. ‹#›
✓ Identified high value target groups
✓ Increase and allocate budget to those
areas to increase number of sessions
✓ Created a landing page catered for that
specific target group
✓ Monitor CVR
When and what did we do?

37. ‹#›
We managed to attract more high converting
sessions over a period of time resulting in
more sales from a previously untapped target
group
And by constantly monitoring the target group
and their behaviour we could make sure we
didn't miss an opportunity
How did this increases value?

38. ‹#›
How did we develop the model?
✓ We created various subsets of dashboards on more granular dimensions
✓ Mapped campaign events to the timeline
✓ Continued to use it to align and validate the acquisition strategy

39. Thank you!
+ 46 761 012 250
alexanderwidmark1
Alexander Widmark
Less Friction
alexander@lessfriction.se
twitter.com/lessfriction