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Google Analytics User Conference
Fiona De Brabanter, Lead Digital Analytics Consultant
Welcome !
Fiona De Brabanter@FionaVanBrabant
• Help people understand the importance of making digital analytics a central part of their business
• Help people understand the importance of making digital analytics a central part of their business
• Several GA experts will help you learn about key concepts and tools to become a better practitioner of digital analytics and Google Analytics, in particular.
• Help people understand the importance of making digital analytics a central part of their business
• Several GA experts will help you learn about key concepts and tools to become a better practitioner of digital analytics and Google Analytics, in particular.
#gaucBE
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Why is a tool like Google Analytics is essential in your
digital strategy ?
• What does the term “digital analytics” actually mean ?
• How has today’s changing customer behaviour dramatically alteredthe way businesses need to approach measurement.
The evolvingcustomer journey
The Internet makes information and media available at the click of a button
The evolvingcustomer journey
The Internet makes information and media available at the click of a button
Mobile connects nearly everyone 24/7
The evolvingcustomer journey
The Internet makes information and media available at the click of a button
Mobile connects nearly everyone 24/7
Cloud Computing provides cheap, practicaly infinitecomputing power
The evolvingcustomer journey
• Product Reviews
• Recommendations from friends or experts
• Store inventory
• Competitive pricing
The evolvingcustomer journey
Cloud computing has empowered organizations to analyzemore business data than ever before
The importance of building your Analytics Infrastructure
• Understand your customers
• Connect with your customers
The importance of building your Analytics infrastructure
People
Process
Technology
The importance of building your Analytics infrastructure
People
Process
Technology
Defining“ Digital Analytics “
“Digital analytics is the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline).”
-Avinash Kaushik
Defining“ Digital Analytics “
The online experience that your
customers and potential customers
have.
Defining“ Digital Analytics “• Building awareness
• Acquiring interest
• Engaging with potential customers
• Driving them toward a conversiononline or offline
• Retaining them as customers
Awareness
Interest
Engagement
Driving Conversion
Retention
Defining“ Digital Analytics “
The customer is at
the center of the universe
Defining“ Digital Analytics “
Customers can start their
purchase journey at any point
along their decision path
Defining“ Digital Analytics “
• Focus on analyzing the customer
• Not the individual channel your customer is coming from
• Not the device they’re using to find or engage with you
Qualititative& Quantitative data
Traditional web analytics has given us access to massiveamounts of quantitive data about your website
Qualititative& Quantitative data
New web analytics gives us a more comprehensive view of the touchpoints consumers have with your business
Mobile applications
Cloud-connected point-of-sale systems
CRM systems
Video game consoles
Home appliances (refrigerator)
Qualititative& Quantitative data
Qualitative data explains the why
-> You collect through a survey
Measuring Outcomes
One of the most important steps of digital analyics is determining whatyour ultimate business objectives – or outcomes – are and how youexpect to measure those outcomes
Measuring OutcomesFive common business objectives :
e-Commerce – Selling products or services
Lead Generation – Collect user information for sales teams to connect with
potential leads
Content - Encourage engagement and frequent visitation
Online informational/support – Helping users find the information they need at the right time
Branding – Drive awareness, engagement and loyalty
Measuring Outcomes
Macro Conversions :
Key actions on any website or mobile app that tie back to a business’ objectives
Measuring Outcomes
Micro Conversions :
Actions on a site that might also be behavorial indicators that a customer hasn’t fully reached your main objectives but is coming closer
Measuring Outcomes
IMPORTANT :
Measure both micro & macro conversions so that you are equipped with more behavioral data to understand what experiences help drive the right outcomes for your site
The continualimprovement process
Continual Improvement
Process
The continualimprovement process
Measurement
The measurement stage is all about collecting the data needed to answer your business questions
The continualimprovement process
Reporting
We need to do reporting to package the data in a readable format & then get information out to decision-makers so that they can be empowered with the information they need to make business decisions
The continualimprovement process
Analysis
Analysis is the process of developing a hypothesis that reflects your expectations, and then figuring out why the numbers do, or do not, match those expectations
The continualimprovement process
Testing
Trying different solutions to the problems you identified during your analysis
The continualimprovement process
Finally you repeat what you learn from this whole process and youimprove
Conclusion• Growth of the internet & increased accessibility to information and
data has opened new opportunities for measurement
• Think about how your business infrastructure – the tools, processesand people – support the continual improvement process of measuring, reporting, analyzing, testing and improvement
• This continual improvement process should include both qualitativeand quantitative data, and ultimately whether your digital assets are driving customers to your desired online and offline outcomes
