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This presentation is by Dara Fitzgerald, head of Insight at Fresh Egg, and was delivered at the September 2013 session at BrightonSEO. This provides a look into the new 'Universal Analytics' and other new features of Google Analytics, with some ideas on how to make the most of what they have on offer.
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Next Generation Google Analytics:Smarter measurement = smarter marketing.
Dara FitzgeraldHead of Insightwww.freshegg.com 0845 373 1077
What are we doing wrong?
• Not every visit is equal, so why do we treat them like they are?
• Users don’t just visit once and convert so why do we act like they do?
• Customers don’t only convert once so why do we measure them like they do?
• Why are we so obsessed with the last click?
Session siloes.
Visit 1
Session siloes.
Visit 1 Visit 2
Session siloes.
Visit 1 Visit 2 Visit 2Visit 3
Multi-channel customer journey.
Sale is credited back to last source – model is flawed!
Last click 100%
Introducer 0%
Influencers 0%
Offline purchases.
Online Telephone Store
First purchase Second purchase Third purchase
Multi-device environment.
A single user
Tracked as 3 visits from 3 visitors!
How can we do it better?
• User segmentation for multi-session analysis
• Universal Analytics for offline data and life-time value
• Attribution for more credit smarter marketing
• Remarketing for the ones that got away
User segmentation.
[visit]
User segmentation.
£30 £30
[Visit: Rev > £25]
User segmentation.
£30
£20
£50
User segmentation.
[visitor]
User segmentation.
£30
[User: Rev ≥ £100]
£30
£20
Which user segments are more valuable over multiple sessions?
£50
Universal Analytics.
Universal Analytics.
• Improve lead generation: Sync offline and online data
• Define your own dimensions & custom metrics
• Track users more reliably across multiple devices • Use the Measurement Protocol to push data to GA from any
internet enabled device >>>
Universal Analytics.
Measurement Protocol.
Multi-Channel Funnels.
Multi-Channel Funnels. Non-brand contribution
Attribution Modelling Tool.
LinearCredit split evenly across the entire conversion path.
Time DecayCredit reduces back from the point of conversion.
Position BasedFirst & last click heavily weighted; remainder split in the middle.
Remarketing via GA.
Remarketing via GA.
• Trial Universal Analytics – this is in BETA so more to follow!
• Analyse cross-session behaviour with user segmentation
• Use MCF and Attribution Modelling Tool to understand paths to conversion and full channel contribution
• Run remarketing campaigns based on visitor data from GA
• Start the move from single visit metrics to Lifetime Value
Summary.
And a quick plug…Come to the Fresh Egg stand to register for a free beta trial of the not provided tool.
Thank You!Dara FitzgeraldHead of Insightwww.freshegg.com0845 373 1077
