ANALYTICS - ADVANCED TOPICS

THE PROGRAM

» Today» Reporting

» Quality Control» Segments

» Conversion Triggers» Goals» Funnels

» Ecommerce» Dashboards» GA Profiles

» Upcoming» Beyond Analytics

» Information types» Roles» Context» Other Tools

» Analytics Discipline» Quantitative vs. Qualitative

» Holistic Ecosystem» GLSF U Analytics

Certification

REPORTING

QUALITY CONTROL (QA)

» Double checking live data

GA REAL-TIME REPORTING

» Real-Time allows you to monitor visitor activity as it happens on your site.» You can immediately and continuously monitor the effects that new

campaigns and site changes have on your traffic.

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GA REAL-TIME REPORTING

» A few good ways to use Real-Time is for:» immediately verify that the tracking code is working on your site» monitoring whether new and changed content on your site is being viewed» see whether a one-day promotion is driving traffic to your site, and see which pages these visitors are

viewing» monitor the immediate effects on traffic from a blog/social network post or tweet

» In Real-Time, a user is active if he or she has triggered an event or pageview within the past 5 minutes.

» Real-Time reflects your profile data. » If your data looks incorrect, check which filters are being applied to the profile. » When debugging tracking code implementations, be sure to use an unfiltered profile.

» Real-Time supports App profiles, so you can see mobile SDK traffic in real time as well.

» Serves as a great end to end debugging tool

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TROUBLESHOOTING TAG ISSUES

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SETTING UP FOR REPORTING

» Determine questions first» Did we reduce cart abandonment?» Did the average order value go up?» Which landing pages increased engagement?» ?

» Identify dimensions & metric/KPIs to answer» Determine how you want to see the numbers

» Comparing multiple items / instances» Time series progressions» Time vs time» ?

SEGMENT YOUR TRAFFIC

» Data in aggregate is often devoid of meaning

CASE STUDY: SWISSOTEL ADVANCED SEGMENT

» Advanced Segment – AdWords PPC» Step one – Singapore Paid vs Organic» Step two – Geography

» Australia, England, US» England AOV 2x+ others

» Preferences» English prefer view of the rooms» Australians looked for promotions

» Results» Targeted Landing pages

SWISSOTEL EXAMPLE

» Review analytics data for differences in performance

SWISSOTEL EXAMPLE

» Based on observations, isolated targeted geography by filters

SAINT Classification

SWISSOTEL EXAMPLE

» If observations look valid, test by filtering Segments or add Classifications (in Adobe) to compare

SWISSOTEL EXAMPLE

» If group metrics look satisfactory, create and save as Advanced Segments to compare across time and against other segments

SWISSOTEL EXAMPLE

» When ready, GA Advanced Segments are available to select for side-by-side comparisons

SWISSOTEL EXAMPLE

» Then use Content Drill down to see content to which people navigated

SWISSOTEL EXAMPLE

» Drill down further within Content to see behavior differences

BEHAVIOR IN USER PATHS

» Most transactions happened on day of initial visit

» Most transactions had multiple visits (on the same day)

» Change landing pages, increased Remarketing

Quick Quiz!

WHERE AMARI LOOKED

» Time to Purchase in the UI

ECOMMERCE

» Know which traffic sources have been most profitable

ECOMMERCE DATA

VALUE DESCRIPTIONID The transaction IDAffiliation The store or affiliation from which transaction occurredRevenue Specifies the total revenue/grand total associated with the transaction.

Should include shipping or tax.Shipping Specifies the total shipping cost of transaction.Tax Specifies the total tax of the transaction.

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VALUE DESCRIPTION

ID The transaction ID

Name The item name

SKU Specifies the SKU or item code

Category The category to which the item belongs.

Price The individual, unit, price for each item.

Quantity The number of units purchased in the transaction.

Transaction Data

Item Data

ECOMMERCE DATA

» Ecommerce data can be segmented:» By traffic source so you can see sales data from online marketing, SEO, referral traffic and

more, as well as comparing these to see which gives you the best return.» By user type to find out how valuable your returning visitors are and how much you might

benefit from remarketing to them.» By test groups; running conversion rate optimization tests on the site will show you the

monetary difference and not just the difference in user interaction between your tests.» By landing pages to see which generated the most revenue and if optimizing their visibility

can produce more revenue.» By targeted keywords to see how they are performing and whether any non target

keywords are performing better.» By average order value and if low, would an offer with free shipping over $100 increase

the average order value.» By product lines to see which sold best from organic traffic compared to those from paid

marketing.» By looking at the hour of the day in which most purchases happen, you can provide a

better schedule for customer service support, or when to send your email marketing.» By missing data – which keywords, traffic sources, pages, etc., are not bringing any

revenue?

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DIMENSIONS & METRICS

» More reporting information to be added

CASE STUDY: NISSAN ECOMMERCE TRACKING

» Ecommerce for non ecommerce» Captured product detail for

test-drive request» Localized information» Provide local site optimization

» Custom reporting & sharing» Provide “ecommerce”

information to local managers» Local managers see product

popularity

Quick Quiz!

ECOMMERCE REPORTING CONSOLE

» Located under Conversions

ECOMMERCE REPORTING CONSOLE

» View by product, category, medium & SKU

» Adobe gets more granular

ECOMMERCE REPORTING CONSOLE

» Add secondary dimensions to filter

GOALS & FUNNELS

» Defining the Funnels to conversions

GOALS & FUNNELS/ SUCCESS EVENTS

» Goals / Success Events» Important actions or events that

take place» Sale, page type, signup, down

loads» Measure sale, engagement,

activity, important pages

» Funnels» Identify the important steps on

the path to the goal

Step 1

Step 2

Step 3

Discussion Point:How do you know If your work had the desired results?

GOALS & FUNNELS/ SUCCESS EVENTS

CREATING THE GOAL & FUNNEL

» In the Google analytics interface

CREATING THE GOAL & FUNNEL

THE SHOE LP GOALS & FUNNELS

» Funnels can tag any part or all of the user path

Action points:Modify buy flow, adjust / change page content

GUCCI GOALS & FUNNELS

Men’s Ready to Wear

Shirts

SliderShirt detail

Home Page

Events

GA DASHBOARDS AND CUSTOM REPORTS

» Add flexibility to layouts and reporting configurations

DASHBOARDS

» Easy Access to key information» Track across multiple Channels» Can Share Dashboards» Present widgets / Reportlets» Import from third parties

DASHBOARDS

DASHBOARDS

DASHBOARDS

» Customizable

CUSTOM REPORTS

» Custom Filtered Reports» Google gives more user

control» Adobe more more

admin control

PROFILE

» Profiles separate a subset of the site traffic» Default includes all traffic» Only create profiles with subset in addition to default

GA BONUS:BEYOND THE GA INTERFACE

» Use Google Docs Spreadsheet to auto-pull GA data

Quick Quiz!

GA BONUS:TOOL INTEGRATION CAPABILITY

» Google Analytics and other tools

INTEGRATIONS

Category Company

Bid Management Kenshoo

Bid Management Marin

Bid Management DoubleClick

Bid Management Adobe SearchCenter

Attribution Clearsaleing

Attribution Adometry

Attribution C3 Metrics

Tag Management Bright Tag

Tag Management Google Tag Manager

Page analysis ClickTale

Merchandizing HiConversion

Merchandising Monetate

THIRD PARTY TOOLS

» Top providers for tool integrations

ON-DEMAND GA RESOURCES

» Google Analytics How To Videos by Steve Haar:» Custom Segment - Recommendation Engine» Ad content» Creating a goal funnel» Ecomm Example» Social Dashboard Example» Organic Search Custom Segments» Compare Time Periods

» Google Analytics Conversion University» http://www.google.com/analytics/iq.html

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http://www.youtube.com/playlist?list=PLC2M9UWjDXiBTf_QOWzm4T1lTl7-amo4H&feature=view_all

» In Summary:» Reporting

» Quality Control» Segments

» Conversion Triggers» Goals» Funnels

» Ecommerce» Dashboards» GA Profiles

» Future Topics:» Beyond Analytics

» Information types» Roles» Context» Other Tools

» Analytics Discipline» Quantitative vs. Qualitative

» Holistic Ecosystem» GLSF U Analytics

Certification

That’s all folks! Is your brain on overdrive?

THANK YOU

» End of second session

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