user-centric analytics (measurecamp talk)

USER-CENTRIC ANALYTICSJan Tichý – @jantichy – tichy@medio.cz

TODAY• Tracking cookies, not users (multiple devices, reinstall, cookie deletion)• Multiple users on one single computer• Losing user history, context, multichannel, Customer Lifetime Value• Usually tracking sessions, not visitors• Weak cross-domain and cross-site tracking• No individual user data in Google Analytics• No or weak link to other tracking systems• ROPO effect, order cancellations, refunds• Impact on remarketing, personalisation, e-mailing, customer care• Analytics, multichannel, campaign effectiveness

Web 1 Web 2

Callcentrum CRM Offline store

+420123456789 Jan Tichý tichy@medio.cz

ChromeSafari

Chrome

iPhone

iPad SafariiPhone

Chrome

GOOGLE ANALYTICS CID• Stored automatically in cookies

• I can send it along with order/user info into CRM or shop and use it for measurement protocol hits

• Unable to get data from GA for given CID

• Represents only one isolated browser, not user!

• By itself, not helpful at all for us

IDEAL WORLD• Multichannel funnels, campaign evaluation

• Purchase history, user behavior, Customer Lifetime Value

• ROPO effect

• Segmentation

• Retargeting

• E-mailing

• Personalisation and recommendations

Web 1 Web 2

Callcentrum CRM Offline store

Jan Tichý tichy@medio.cz+420123456789

ChromeSafariiPadiPhone

CRM ID: 123456Loyalty card: 789

HOW TO IDENTIFY A USER• He introduces himself – login, contacts submit…

• Submitting promo code, loyalty card

• Click through newsletter link

• Ex-post contacts acquiring on hotline or store

• 3rd party data– Google, Facebook login

• Heuristics, hints, signals, probability

GOOGLE ANALYTICS USER-ID

• Need to identify an user by myself

• I have to store the id and repeatedly send with each hit

• Limited to a cookie and browser

• No backward recalculation!

• Hard to get individual user data from GA

MY OWN COOKIE• Generate right with first hit of the (anonymous) user• Send to GA with each single hut• Store to my eshop/crp along with other user/order info• Usable for segmentation, remarketing, user data import to GA• Getting individual info about a user from GA

• Still limited to single device, browser, cookies• Still no overwiew across all user activities• Still losing most of important information and context

IDENTITY AGGREGATOR (IDA)

• Auto creating and tracking BrowserID cookies

• Matching all browsers and devices together

• Coupling all users actions across data sources

• Signals, heuristic and probability hinting

IDENTITY AGGREGATOR (IDA)

Identity Aggregator

Browser: 123GA: abc1.2.3.4tichy@medio.cz

Browser: 345GA: xyz 5.6.7.8+420123456789

CRM: 789tichy@medio.czjantichy@jantichy.cz +420123456789Jan Tichý

jantichy@jantichy.czHash: oijoehjveorhdw

Browser: 123, 345GA: abc, xyz1.2.3.4, 5.6.7.8tichy@medio.czjantichy@jantichy.cz +420123456789CRM: 789Hash: oijoehjveorhdwJan Tichý

IDENTITY AGGREGATOR (IDA)ga('set', 'dimension1', ida.getBrowserId());

ida.init('123456');ida.track({ 'uid': '123', 'email': 'tichy@medio.cz‘});

https://usercentrist.com/collect/1/123456/7890987?uid=123&email=tichy@medio.cz&bid=abcdef &cid=klmnopq&fingerprint=uvwxyz

IDENTITY AGGREGATOR (IDA)• Individual user data from GA across all devices and browsers

• Display user data across multiple CIDs directly on CRM card

• User data import from CRM to all GA visitors (CIDs)

• Offline conversions upload to GA

• Behavior history for personalization and recommendation (web, mailing)

• RFM segmentation, Customer Lifetime VALUE

• Unified retargeting to all browsers/devices of each user

• User identification by open e-mail

THANK YOU!Jan Tichý – @jantichy – tichy@medio.cz