gauc 2016 - faas boersma - omnichannel measurement. using the data management platforms to make the...

Google AnalyticsUSER Conference #GAUCbe

Ghent Web Valley & Bloovi present

Google AnalyticsUSER Conference

Bloovi presents:

#GAUCbe

Using Data Management Platforms to Bring Online and Offline Measurement Together

Google Analytics User Conference 25-8-2016

About Broersma Consulting

• Faas Broersma

• We are a consulting firm, specialising in:

• CRM Strategy Development

• Customer Data Management

• Analytics

• Marketing Automation

Agenda

• Analytics Becomes More Powerful when the Data is Complete, But Data is often Siloed…

• … So Bringing it Together is the Data Management Challenge

Getting the Complete Picture in Google Analytics

Google Analytics is Often Used for Online Data Only

But if All Customer Data is in Google Analytics…

• … It would become much easier to do proper attribution modelling, taking into account all steps in the customer journey

• … It would be possible to extend funnel analysis to pre-site visits, for example by adding email impressions (opens) or adding in-store purchases

• … And segment your analysis based on customised characteristics of your customers

The Problem is: Data is Stored in Different Data Stores

• Data is dispersed in the organisation:

• Google Analytics stores the site data

• ESP stores email sends, opens and clicks

• The Loyalty system records in-store purchases

• Etc…

• And it is difficult to link the data, due to different ID’s

Setting Up the DMP and GA for the Complete Customer View

To Set Up this Approach, We Need to:

1. Identify the business issue to address (e.g. better attribution modelling)

2. Identify the way we store customers in different systems

3. Set up the Data Management Platform (DMP) to capture and map the different ID’s from different systems

4. Export the data from the DMP and import the data into GA in the correct format

5. Expand the analysis to include the newly imported data

Identify the Way We Store Customers in Different Systems (1)

• Depending on the data stores to use, different identifiers are available:

• The eCommerce platform has a customer ID in its own database

• The email marketing platform has both an email address and an ID

• The physical stores may have a loyalty system that has an ID for in-store purchases

• Google Analytics stores the ID as “cid” in the cookie

• DoubleClick (or other DSP’s) use cookies to target customers

• The DMP uses a cookie for tracking online behaviour and creates its own ID

• Etc…

Identify the Way We Store Customers in Different Systems (2)

• After identifying the different systems and ID’s, we need to “map” how these are linked

eCommerce platform

In-store loyalty

platform

Email marketing platform

Data Management

Platform

Google Analytics

DSP (DoubleClick)

Email address

Email address Loyalty ID

Email address

eCommerce ID

Loyalty ID

Email ID

Email address

cid

Cookie ID

Mapping the ID’s: the Role of the DMP

• The DMP can capture ID’s from different systems and “match” those to a golden record

• TheDMP can get the ID’s from:

• JavaScript on the website to capture data from the data layer. Examples include:

• Getting the GA cid from the cookie

• Getting the eCommerce ID for logged in customers

• Getting parameters from URL’s (like hashed email addresses from)

• Load ID mappings via an import (one already known in the DMP and adding an additional one

Getting the GA Customer ID

• The DMP can use JavaScript to get the GA Customer ID. This is the identifier to load data in the next steps into GA

ga(function(tracker) {   var clientId = tracker.get('clientId'); });

For more information, visit:

https://developers.google.com/analytics/devguides/collection/analyticsjs/cookies-user-id#getClientId

Exporting the Data from the DMP

• To be able to get the data from the DMP into GA, we need to export it

• As an example, an “email open” can be added as:

• CID: Customer ID as known in GA

• Type: Event

• Event category: Email

• Event action: Open

• Event label: Campaign name

• This can be done in a batch job every day, or use an API to get the data out

Adding the Data to GA

• Using the Measurement Protocol allows you to send data to GA using an HTTP request

• The request contains all parameters to load, including the Analytics ID

• For example: POST /collect HTTP/1.1 Host: www.google-analytics.com

Hit payloadv=1&t=event&tid=UA-XXXXX-Y&cid=555&ec=video&ea=play&el=holiday

To find out more about the measurement protocol, visit:

https://developers.google.com/analytics/devguides/collection/protocol/v1/

Using the Uploaded Data in GA

• The uploaded data can be used for multiple types of analysis:

• The added events for offline campaigns can be added to the attribution modelling

• The uploaded offline order data can determine the return on ad spend, including offline effects

• Create segments based on offline data, to deepen the analysis and get a better understanding

Key Takeaways

• Combining offline with online data broadens the view of analytics

• Data Management Platforms can work at the center to combine and match data from different data silo’s

• Data needs to be uploaded quickly to cope with not being able to add a timestamp to your data

faas.broersma@broersma-consulting.com +31 6 11 59 66 22

LinkedIn

Customer Data Management, Analytics, Marketing Automation and CRM Strategy

Google AnalyticsUSER Conference #GAUCbe

Ghent Web Valley & Bloovi present

Google AnalyticsUSER Conference

Bloovi presents:

#GAUCbe