kcy kworkshop#1-google-tools-crossdevice-marketing-may2013
DESCRIPTION
Cross device Marketing is a vast and complex subject constantly evolving in which companies and brands are facing numerous challenges and opportunities. If Google Tools presented are no absolute weapon alone, however, they are important elements to be integrated into your global (digital) marketing strategy. Although we can already enjoy the new performance of Enhanced Campaign, it will take a couple of months to fully operate the new features promised by Universal Analytics. That being said, it is important to prepare the ground now in order to be ready to jump tomorrow. Analysis of the cross-device and cross-channel data is definitely a powerfull way to improve the ROI of every kind of business.TRANSCRIPT
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 [email protected] +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 [email protected]/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 [email protected]/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?