Make The Most
Out Of Your Data

Google Confidential and Proprietary

1
Back in the days…

Google Confidential and Proprietary

2
Google Confidential and Proprietary

3
Now!

Google Confidential and Proprietary

4
Google Confidential and Proprietary

5
Google Confidential and Proprietary

6
Google Confidential and Proprietary

7
Google Confidential and Proprietary

8
Google Confidential and Proprietary

9
Google Confidential and Proprietary

10
Google Confidential and Proprietary

11
We look at this challenge through
three lenses of measurement

Holistic
Measurement

Full Credit
Measurement

Active
Measu...
Holistic Measurement

Google Confidential and Proprietary

13
Google Confidential and Proprietary

14
Non-linear and unpredictable

Awareness

Advocacy

Consideration

Purchase
Evaluation
Google Confidential and Proprietary

...
Multi-Device insights

How much of last
summer’s ticket purchase
on desktop originated
from a mobile or tablet
search?

Wh...
Full Credit Measurement

Google Confidential and Proprietary
Google Confidential and Proprietary
The Customer Journey to Online Purchase

Google Confidential and Proprietary
The Customer Journey to Online Purchase

goo.gl/wmcaYP

Google Confidential and Proprietary
Attribution helps solve two key problems

Display

Email

Search
Conversion

Generic
Search

Brand
Search

Brand
Search

C...
Rule based attribution models

Google Confidential and Proprietary
Data-Driven attribution model (premium)

Google Confidential and Proprietary
Active Measurement

Google Confidential and Proprietary
Breaking through data silos

More complete
measurement
Inventory

Ad Buying

Smarter
campaigns
Conversions

Offline

Custome...
More holistic view
of your audience

Cross-platform
integration

Attribution
model
Google Confidential and Proprietary
We can help!

Google Confidential and Proprietary
Universal Analytics

Google Confidential and Proprietary
Session-based analytics
Unique Visitor 1

Discovery

Unique Visitor 2

First
Purchase

Return
Purchase

Unique Visitor 3

...
User-centric analytics

Discovery

First
Purchase

Return
Purchase

Loyal
Purchase

30
Google Confidential and Proprietary
Sequential Screening

Google Confidential and Proprietary

31
Sequential Screening

Google Confidential and Proprietary

32
Sequential Screening

Google Confidential and Proprietary

33
Measurement Protocol: New Data Collection

Google Confidential and Proprietary
From website and mobile app analytics

Desktop Website

Mobile Web
& App

Google Confidential and Proprietary

35
To any other digital touch points

Desktop Website
Desktop Website

TV Set-Top Box

Mobile Web
& App

Point of Sale

Googl...
Loves Data - www.youtube.com/watch?v=C27yMQOS8n0

Google Confidential and Proprietary

37
Dimension widening: more data to GA

Google Confidential and Proprietary

38
Dimension widening: more data to GA

Google Confidential and Proprietary

39
Upload Cost Data: Centralized Marketing

Google Confidential and Proprietary

40
Google Confidential and Proprietary

41
Google Confidential and Proprietary

42
goo.gl/M8vEbk
Google Confidential and Proprietary

43
Three Takeaways
1. Use segmentation to understand your customers’ path

Google Confidential and Proprietary

44
Three Takeaways
1. Use segmentation to understand your customers’ path
2. Check different Attribution Models applied to you...
Three Takeaways
1. Use segmentation to understand your customers’ path
2. Check different Attribution Models applied to you...
Thank you and Happy Analyzing!
+Daniel Waisberg
@danielwaisberg

Google Confidential and Proprietary
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REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

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REMIX Day 2- Data the New Oil-Daniel Waisberg, Analytics Advocate, Google

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REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

  1. 1. Make The Most Out Of Your Data Google Confidential and Proprietary 1
  2. 2. Back in the days… Google Confidential and Proprietary 2
  3. 3. Google Confidential and Proprietary 3
  4. 4. Now! Google Confidential and Proprietary 4
  5. 5. Google Confidential and Proprietary 5
  6. 6. Google Confidential and Proprietary 6
  7. 7. Google Confidential and Proprietary 7
  8. 8. Google Confidential and Proprietary 8
  9. 9. Google Confidential and Proprietary 9
  10. 10. Google Confidential and Proprietary 10
  11. 11. Google Confidential and Proprietary 11
  12. 12. We look at this challenge through three lenses of measurement Holistic Measurement Full Credit Measurement Active Measurement Google Confidential and Proprietary 12
  13. 13. Holistic Measurement Google Confidential and Proprietary 13
  14. 14. Google Confidential and Proprietary 14
  15. 15. Non-linear and unpredictable Awareness Advocacy Consideration Purchase Evaluation Google Confidential and Proprietary 15
  16. 16. Multi-Device insights How much of last summer’s ticket purchase on desktop originated from a mobile or tablet search? What is the total value across multiple touch-points of an acquired user? Is there a big overlap of my mobile and desktop user base? Google Confidential and Proprietary 16
  17. 17. Full Credit Measurement Google Confidential and Proprietary
  18. 18. Google Confidential and Proprietary
  19. 19. The Customer Journey to Online Purchase Google Confidential and Proprietary
  20. 20. The Customer Journey to Online Purchase goo.gl/wmcaYP Google Confidential and Proprietary
  21. 21. Attribution helps solve two key problems Display Email Search Conversion Generic Search Brand Search Brand Search Conversion Google Confidential and Proprietary
  22. 22. Rule based attribution models Google Confidential and Proprietary
  23. 23. Data-Driven attribution model (premium) Google Confidential and Proprietary
  24. 24. Active Measurement Google Confidential and Proprietary
  25. 25. Breaking through data silos More complete measurement Inventory Ad Buying Smarter campaigns Conversions Offline Customer Data Google Confidential and Proprietary
  26. 26. More holistic view of your audience Cross-platform integration Attribution model Google Confidential and Proprietary
  27. 27. We can help! Google Confidential and Proprietary
  28. 28. Universal Analytics Google Confidential and Proprietary
  29. 29. Session-based analytics Unique Visitor 1 Discovery Unique Visitor 2 First Purchase Return Purchase Unique Visitor 3 Loyal Purchase Google Confidential and Proprietary 29
  30. 30. User-centric analytics Discovery First Purchase Return Purchase Loyal Purchase 30 Google Confidential and Proprietary
  31. 31. Sequential Screening Google Confidential and Proprietary 31
  32. 32. Sequential Screening Google Confidential and Proprietary 32
  33. 33. Sequential Screening Google Confidential and Proprietary 33
  34. 34. Measurement Protocol: New Data Collection Google Confidential and Proprietary
  35. 35. From website and mobile app analytics Desktop Website Mobile Web & App Google Confidential and Proprietary 35
  36. 36. To any other digital touch points Desktop Website Desktop Website TV Set-Top Box Mobile Web & App Point of Sale Google Confidential and Proprietary 36
  37. 37. Loves Data - www.youtube.com/watch?v=C27yMQOS8n0 Google Confidential and Proprietary 37
  38. 38. Dimension widening: more data to GA Google Confidential and Proprietary 38
  39. 39. Dimension widening: more data to GA Google Confidential and Proprietary 39
  40. 40. Upload Cost Data: Centralized Marketing Google Confidential and Proprietary 40
  41. 41. Google Confidential and Proprietary 41
  42. 42. Google Confidential and Proprietary 42
  43. 43. goo.gl/M8vEbk Google Confidential and Proprietary 43
  44. 44. Three Takeaways 1. Use segmentation to understand your customers’ path Google Confidential and Proprietary 44
  45. 45. Three Takeaways 1. Use segmentation to understand your customers’ path 2. Check different Attribution Models applied to your data Google Confidential and Proprietary 45
  46. 46. Three Takeaways 1. Use segmentation to understand your customers’ path 2. Check different Attribution Models applied to your data 3. Get started with Universal Analytics Google Confidential and Proprietary 46
  47. 47. Thank you and Happy Analyzing! +Daniel Waisberg @danielwaisberg Google Confidential and Proprietary

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