measurecamp #10 - wtf are related products in google analytics ecommerce?
TRANSCRIPT
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WTF are Related Products in Google Analytics Ecommerce?Michaela Linhart, Data Analyst @Women‘s Best
MeasureCamp #10: 24th March 2017
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● fitness
● sportswear
● beauty
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WTF are Related Products in Google Analytics Ecommerce?Michaela Linhart
1. WHAT ARE RELATED PRODUCTS?
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Ecommerce Related Products are...
products which are purchased together in an transaction andmight have an relationship.
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Ecommerce Related Products shows...
… specifically purchased products. … randomly purchased products.
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Correlation Score...a statistical number that quantifies the linear dependence of two products.
01 -1
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WTF are Related Products in Google Analytics Ecommerce?Michaela Linhart
2. HOW TO SETUP RELATED PRODUCTS?
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Setup: 1. Enable Feature
1. Enable Ecommerce2. Enable Related Products
Admin → View Level → Ecommerce Settings
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Setup: 2. Implement Transaction Code
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Setup: 3. Collect Transaction Data
Collect data for > 30 days
If transaction data is already collected, related products works retroactive.
K E E PC A L M
AND
J U S T W A I T
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WTF are Related Products in Google Analytics Ecommerce?Michaela Linhart
3. HOW TO GET RELATED PRODUCT DATA?
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NO standard report for Related Products
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GA Core Reporting API
GA Query Explorer GA Spreadsheet Add-on
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GA Spreadsheet Add-On Introduction1.Download Add-On (Google Chrome only)2.Add-on is available in Spreadsheet under:
Top Menu → Add-ons → Google Analytics1.Run it to get “Reporting Configuration” tab 2.Type your query in a column
a. Query nameb. API type: corec. GA view ID: e.g. 1281324d. Date range e. Dimensions & metrics
3.Run it to get data
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Dimensions
queryProductId (obligatory)
queryProductName
queryProductVariation
relatedProductId (obligatory)
relatedProductName
relatedProductVariation
Metrics (at least one obligatory)
correlationScore
queryProductQuantity
relatedProductQuantity
Related Products Dimensions & Metrics
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GA Spreadsheet Add-On Query
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WTF are Related Products in Google Analytics Ecommerce?Michaela Linhart
4. ANALYSIS AND OPTIMIZATION HIGHLIGHTS
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Tatatataaa: Related Product Data :-)
Note: Example data only
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Tatatataaa: Related Product Data :-/
Note: Example data only
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Related Product Analysis
Activate a Filter e.g. order correlation score asc / desc for a specific queryProduct (Beauty Drink, Leggings…) for a specific relatedProduct…
For Nerds: Visualization via R, Tableau, Data Studio...
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Related Products Analysis
Note: Example data only
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Bundle creation / optimizationRemarketing
User only buy Slim Body Shake → remarkting for Caps Email Marketing
User put Slim Body Shake in cart and didn’t buy → sell bundle via NewsletterInternal PromotionsProduct Recommendations
Customers also bought... Cross-selling / Up-selling
Related Products Optimization Measurements
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Summary: Related Products...
… are products which are purchased together and might have an relationship.
Relationship / Correlation Score: positive (1), negative (-1) or no relationship (0)
Access related product data in GA via Core Reporting API
Filter, Segment, Visualize for detailed data
Optimize: Bundle, Remarketing, Email Marketing, Promotions, …
→ Increase sales easily!
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Happy analyzing!
Michaela Linhart
Data Analyst @Women’s Best
@MimiiiEinsteiiin