Ahmad Abdullah from Google was at the ISB Digital Summit 2014 to conduct a session on 'Marketing analytics & brand measurement' as part of the Digital Deep Dive workshop.

1. Gain insights into user shopping behavior using Enhanced Ecommerce
Marcia Jung, Product Manager
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2. Ask meaningful, actionable question of your data
“Where and why are users falling out of the checkout process?”
“How effective are my campaigns at driving users through the shopping funnel?”
“Am I showing the right products on my landing pages? How are my internal promotions impacting sales?”

3. Enhanced Ecommerce Benefits
Product Performance Analysis
Deep User Insights
Optimize Your Merchandising
Closing the Loop

4. Insights into user shopping behavior
User Insights

5. Users are completing purchases on tablet devices
Remarket and capture high-converting users on tablet devices
User Insights
Tablet users start checkout twice as often and complete purchase 57% more often than overall users

6. Optimize your checkout process on mobile
Users abandon checkout much more frequently on mobile
User Insights
Mobile users start the checkout process more often but but complete purchase 40% less often than overall users

7. Which campaigns are driving awareness? Which ones are my closers?
User Insights

8. Enhanced Ecommerce Benefits
Product Performance Analysis
Deep User Insights
Optimize Your Merchandising
Closing the Loop

9. Understand full lifecycle of product purchases
Product Analysis
What are my most popular products?
Which products
are most frequently abandoned in cart?
Which products are converting well?

10. Analyze by product attributes
Product Analysis
Support for Category, Brand, Variant, and custom product dimensions

11. Enhanced Ecommerce Benefits
Product Performance Analysis
Deep User Insights
Optimize Your Merchandising
Closing the Loop

12. Which products should I showcase
on my landing pages?
• Use Product Lists
• Understand which products are getting the most exposure
• Which ones are being clicked on (eventually converting)
• Should I showcase other products? reorder them?
Merchandising

13. Merchandising
Product List performance
Impressions and clicks on products in a Product List

14. Related Products
Use for onsite recommendations, email campaigns, remarketing, product bundling
Related products data derived from transaction history, available via API
Products

15. Enhanced Ecommerce Benefits
Product Performance Analysis
Deep User Insights
Optimize Your Merchandising
Closing the Loop

16. Create segments easily and intuitively directly from the reports
• Segment on any shopping stage, e.g. cart or checkout abandonment sessions
• Pivot over to other reports to view demographic information or which products they were interacting with
• Import these segments for remarketing
Closed Loop

17. Product data import
And many other features
Affiliates
Refunds
Hierarchical
product category
Checkout options
Google Tag
Manager support
Internal promotions
Coupons

18. •Starting May 28, phased rollout to 100% of users over the next 30 days.
•Help center and developer documentation will be available immediately to all users.
Public rollout

19. Q&A

20. Thank You

21. Sample Ecommerce site
Product detail view
Cross-sell merchandising
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