Customer Experience: Where to start with Google Analytics

Basic usage tips to understand the metrics that connect you to your customers

Pierre DeBois, Founder, Zimana Analytics Services Chicago, Illinois November 3rd, 2015

SEO Trends + Mobile Influences = Customer DX

Customer DX Can Vary With Brand Awareness

Learn How CustomersConsume Messages

Use the Google Consumer Journey Tool to learn the general order in which customer consume media

Reconsider Arcane Metrics

Source: Johann deBoer

Monitor Demographic Trends

Highlight Contributing Regions

Use geography reports to identify contributing markets

Consider Online Affinity

• To understand subjects that an audience consistently follows

• In Person Category (Adwords)

• Affinity Category (TV, Programmatic)

Manage Engagement on Social Media With Platform

Analytics

Analytics registers communication and awareness

Plan Ads To Match Personas

•Create Campaigns for shopper needs

•Consider Remarketing Ads (Google/Twitter) for events or reminders for specific item

•Video Ads for Accessing Mobile Audiences

• Activate at admin page

• Add script to site or app

• Can use an ID, but not Personal Identifiable Information (PII)

Use User ID to Highlight Cross Device Traffic

Custom Dimensions•Set segmentation for expected repeated events

•20 indices for dimensions and metrics each

• Data Grabber - Supermetrics & Excellent Analytics

• Google Magic Script - Spreadsheet

• Online Dashboard – Tableau

• GA Dashboard Gallery

• R Programming – correlate data

Advanced Dashboards

Use for automating compound metrics (ie Customer Lifetime Value) or combining with other data sources