Digital Analytics Summit - Bogazici University - November 2015

Proprietary + Confidential

Measure Every Moment That Matters

Cemal BüyükgökçesuUX & Analytics ConsultantPerformanceX / Google

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2% of companies are setup

to identify, deliver on, and measure moments

that matter

Source: google/forrester 2015, us

Proprietary + ConfidentialThe shift from desktop to mobile is one of the biggest stories of our time for marketers

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of smartphone users regularly turn to their smartphone for ideas while doing a given task (e.g. finding "how to" information when cooking, exercising, making repairs)

88%

Source: Ipsos Moments that Matter Research EMEA, June 2015, Turkey

Source: Ipsos Moments that Matter Research EMEA, June 2015, Turkey Google Confidential and Proprietary

of consumers conducting research on their smartphone have thought about purchasing a brand they would not normally consider because of relevant information available on their smartphone in the moment

63%


of smartphone users agree that the last time they used their smartphone while shopping at the store, the information found impacted their purchase decision

75%

Source: Ipsos Moments that Matter Research EMEA, June 2015, Turkey


INSIGHTFUL MEASUREMENT

BETTER UNDERSTANDINGHOW TO SUCCEED WITH MOBILE

INCREDIBLE EXPERIENCES


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Break down company silos and focus on the user!



2015

Source: http://opensignal.com/reports/2015/08/android-fragmentation


Look at the key speed metrics...

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… And investigate the reasons of bad performance

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Identify the biggest leaks & improve


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Identify the biggest leaks & improve

Proprietary + ConfidentialSource: https://twitter.com/usabilitycounts

Performance + Design = the user experience

https://twitter.com/usabilitycounts

Proprietary + ConfidentialCross-platform performance review...

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Quarter of Year

Conv

ersi

on R

ate

Desktop Conversion Rate is almost 3x the Mobile Conversion Rate. Gap almost seems to grow over time!

Desktop

Mobile

Tablet

Mobile Macro-Conversion Rates Seem Too Low

Source: Monetate Ecommerce Quarterly - http://www.monetate.com/resources/research/


Desktop

Mobile

Traffic

Desktop

Tablet

Mobile

Conversion rates

Tablet

So, What Is Happening?

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ConversionStarting Point

Device IDsAdID (Android)

IDFA (iOS)

Desktop Mobile Web Mobile Apps

Log-ins

Cookies (Browser)

Cookies(1st Party)

The World of Measurement Has Gotten More Interesting

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Cross-Device in Analytics

The Google Analytics User ID feature helps link together sessions by the same user across different devices*

*You need to be able to identify the user (e.g. upon login to your site) and pass a User Identifier to GA (non-PII)

user loginUser ID (UID) assigned

<UID> <UID> <UID> <UID>

User IDUser ID

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Proprietary + ConfidentialDEVICE OVERLAPCROSS DEVICE

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O2S With Google Analytics - How To

user loginUser ID (UID) assigned

<UID> <UID> <UID> <UID> Loyalty Card purchase

<UID>

User IDUser ID

Measurement Protocol

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Understand Online-To-Store ImpacteCommerce Data In-Store Sales Data

AdWords brought $149k in online revenue and contributed to additional $479k of in-store sales.Based on the last non-direct attribution only!

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Proprietary + ConfidentialThe Worlds Brought TogetherGaleries Lafayette Case Study – Insights

20%

of in-store transactions

were preceded by an online visit

of those visits were performed from a mobile device

50% of them happened on the same day of the in-store transaction

20%


Thanks!

Cemal BüyükgökçesuUX & Analytics ConsultantPerformanceX / Google

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"Knowing is not enough;

we must apply.

Willing is not enough; we must do."

Goethe

Internet

Digital Analytics Summit - Bogazici University - November 2015