kcy kworkshop#1-google-tools-crossdevice-marketing-may2013

Cross-device marketing & Google tools

23 May 2013

Brussels.May 23. 2013

A K-Workshop hosted by

K Company

Customer engagement

Business Intelligence

Business Consulting

Technical solutions

• Customer journey roadmap• MVT approach• Content strategy• Information architecture• Clickable prototype• User Testing• Transmedia and cross canal strategy• …

• Web analytics• KPI definition• Multi source dashboard creation• CRM Consolidation• SEM

• Sitecore• Adobe CQ• Drupal - Acquia• Sharepoint• Alfresco• Liferay• Jive / Podio / …

• Change management• KM 2.0 deployment• Multi source dashboard creation• Organic innovation implementation• Stakeholders management

K Workshop #1

First workshop• Insight on new trends• Discuss with our clients

Cross device marketing & Google tools • Cross-channel business needs: Cross device

is a powerful way to attract business• Google Universal Analytics & Google

Enhanced campaign: 2 new relevant Google tools

• Questions, closing & lunch (Presentation will be available on our Slideshare account)

Practical information

# of the day#KWorkshop

Connect with Kcontact@k-cy.com +32 2 880 71 09@k__companyk-cy.comFacebook.com/we.are.kcompanypinterest.com/kcompany

Google tools for cross-device marketing

Cross-channel business needs

More info?geoffrey@k-cy.combe.linkedin.com/in/geoffreylaloux/

Geoffrey LalouxLead Business Consultant

K Company - Cronos

KCOMPANY

#Kworkshop

At home / office, how many interfaces do you use to access the internet ?

1, 2, 3, 4…. More ?

And tomorow ?

• Consumption: additional AND / OR Concurrently

• Multiple touchpoints and cross canal customer journey

• We communicate without even knowing it

Touchpoints

We use numerous devices, to access multiples platforms who give us unlimited contents...

Device 2

Device 3

Device 4

Device 1 Platform

Platform

Platform

Platform

Platform

Platform

Platform

Platform ContentContentContentContentContentContentContentContentContentContentContentContentContentContentContent

Content

massively cross-channel

2003 – 2012: 5x more touchpoints

17%

29%47%

1%4% 2%

Offline EarnedOffline OwnedOffline PaidOnline EarnedOnline OwnedOnline Paid

15%

29%35%

6%8%

7%2003

2012

A complex analysis

More touchpoints, more interfaces and more platforms, but also a behavior which is function of the timing, the place, the context etc….

Usage by device vs time of the day (USA)

Liste des tâches

More touchpoints, more interfaces and more platforms, but also a behavior which is function of the timing, the place, the context etc….

Usage by device vs time of the day (France)

A complex analysis

We use different devices all around the day… and we do differents things on each device.

Use is also dependent on the USERS age

And by country…

We prefer some interfaces depending on the context & purpose.

Everywhere

Spee

d of

acc

ess

Number 1 to search information

Number One for online purchase

(75% of cases)

Discomfort of use

The secret of delivering the right content at the right time

should be something like:

Content =

User Persona

User expectations

Time x Context

(Interface + Platform)

The answer is not easy and certainly not universal… but tools like Google Enhanced Campaign & Universal analytics may help marketers to find their way.

You are here…

QUESTIONS

Which content to deliver ?

When ?

How this content will be considered ?

Which other channel will interact ?

Which channel will convert ?

How each channel will perform ?

Google tools & cross device marketingEnhanced campaigns & universal analytics

23 May 2013

Ingrid Rennoire Business Intelligence consultant

At K Company - Cronos

More info?ingrid@k-cy.combe.linkedin.com/in/ingridrennoir

Google revolution

How many of you use Google Adwords and/or Google Analytics?

Time of day Location Device

Google Enhanced campaign

Google Adwords: Search & Display

Source: Google Engage document

Less campaigns, more relevance

Source: Google Adwords, Upgrading to Enhanced Campaigns

3 improvement areas

Smarter ads

Performance tools

Advanced reports

Powerful tools for multi-device

Time of day Location Device

Source: Google Engage document

Bid for display campaign

Time of day Location Device

Sex Interest Age Placements

+

Smarter ads for varying user contextsPersonnalised message on mobile | Planified extensions | Sitelinks extensions

Source: Google Engage document

Advanced reports for new conversion types

Call

Download

Buying in shop

Multi device tracking

A search example

Source: Google Engage document

A display example

Situation• Hours: 6:00 – 9:00• Geo: option for United States• Interest: decoration, gardening, literature• Placement: less conversions on decoration sites• Age: 30/40

Campaign• +30% between 6:00 and

9:00

Ad group• Default bid: 1€• Bi for gardening and

literature sites: 1,50€• +40% for 30/40• -50% for decoration sites

Goals • Increase conversions • Grow visibility by boosting page views and site traffic • Generate email and phone replies to ads

Approach • Embraced AdWords enhanced campaigns • Targeted mobile users for the first time • Adjusted CPC bid for mobile devices first to +25%, then to +40% • Migrated 100% of campaigns in French market within one week

Results • Total conversions increased 34% • CPA remained stable, even decreasing in some categories

Case: 34% more conversions thanks to Enhanced Campaigns

Source: Google Engage document

Universal Analytics: cross device tracking made easy

Importance of Customer Journey

Google Analytics: Classic vs Universal

New measurement protocolBye bye ga.js, welcome analytics.js

_utma

_utmb

_utmc

_utmz

_ga

Simplify feature configuration

Session based vs User centric view

Phone Laptop Laptop Tab

Discover First purchase Second purchase Loyalty

Unique visitor 1 Unique visitor 2 Unique visitor 3

Classic Analytics

Session based vs User centric view

Phone Laptop Laptop Tab

Discover First purchase Second purchase Loyalty

Unique visitor

Customer journey

Universal Analytics

Off line: Measurement Protocol

User

Website

PC Tab Smartphone

Shop Call

Universal Analytics

Custom dimensions & custom metrics

Source: http://www.youtube.com/watch?v=C27yMQOS8n0

Hacking Universal Analytics - Tying Caffeine to Productivity by LovesData

No Adwords without Analytics No marketing without tracking tool No performance without analysis

Fundamental changes

Enhanced Campaign Diffusion on all devices Bid adjustement for mobile Same bid strategy for tab and laptop Total control of mobile announce

Universal Analytics New tracking Cross device & cross channel Custom dimensions & metrics

Time for change is now…Ready to jump?