ga measurement
Post on 21-Oct-2014
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DESCRIPTION
Presentation for wwwTRANSCRIPT
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#GABC2012GA Measurements Behind The Scenes
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Good morning! I’m Bart.
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GOOGLE ANALYTICS MEASUREMENTBehind the scenes
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Long live the web!
Everything is measurable.
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This is a bulleted list
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This is a bulleted list
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This is the plan
• Phase 1: collect data
• Phase 2: ?
• Phase 3: Profit
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It doesn’t work that way.
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Profit
Wanted behaviour
Shape behaviour
Strategic insight
Model
Data
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Profit
Wanted behaviour
Shape behaviour
Strategic insight
Model
Data
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Profit
Wanted behaviour
Shape behaviour
Strategic insight
Model
Data
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This is a bulleted list
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Model
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One possible model:
scan-behave-focus.
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Analyse the question:
• high involvement: scan-behave-focus
• low involvement: scan-focus-behave
(dependent on action/brand)
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The Answer: communication• Analysis of the answer using a communication process
model (a.k.a. DAGMAR model) to reach maximum impact
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This is a bulleted list
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Local challenges
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Challenges
1. Key clients who track all data in separate accounts
2. Key clients who have different KPI’s for different departments
3. Key clients who want to register micro / macro conversions
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Solutions
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Solutions
1. Concept for cross domain tracking with multiple accounts
2. Concept for standardization of KPI’s
3. Concept for the streamlined implementation of events as micro /
macro conversions using action sets
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Implementation
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GO ONE!• Challenge: clients who track all data in separate accounts
• Solution: cross domain tracking with multiple accounts
• Implementation @ Partena (next slide)
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GO ONE!• Implementation: 1 account / 1 webproperty
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GO ONE!
• Implementation: cross domain tracking code for old and new integrated Go One! account
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GO ONE!• Implementation: organizing profiles (low involvement)
• SCAN: f.i. thematic sites / pages that attract & build awareness
• FOCUS: f.i. informative sites / pages that orientate
• BEHAVE: f.i. conversion pages / sites that generate leads
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GO ONE!• Implementation: organizing profiles
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KPI Standards• Challenge: key clients who have different KPI’s for different
departements
• Solution: standardization of KPI’s by means of engagement
• Implementation @ CM/MC (next slide)
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KPI Standards• Implementation: organizing KPI’s (high involvement)
• SCAN: f.i. visits, visitors, bounces, media, sources, etc.
• BEHAVE: f.i. pages/visit, time/visit, new/returning visitors, etc.
• FOCUS: f.i. leads, subscriptions, shares, likes, etc.
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KPI Standards• Implementation: reporting KPI’s
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Micro / macro conversions• Challenge: clients who want to register micro /
macro conversions
• Solution: streamlined implementation of events
as goals using action sets
• Implementation @ Delijn (next slide)
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Micro / macro conversions
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This is a bulleted list
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This is a bulleted list
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Data overload
Modelling
Intelligence
Actions