customisation and advanced features

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CUSTOMISATION AND ADVANCED FEATURESPAUL SHEARING

PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD

CUSTOMISATION AND ADVANCED FEATURES

Customising your implementation

Offline activity

BigQuery

Enhanced Ecommerce

CUSTOMISING YOUR IMPLEMENTATION


OUT OF THE BOX

Page

Campaign

Source

Medium

Device

Users

Goals

Sessions

Exit PageBrowser

Landing Page

Country

Hostname

Screen Res


OUT OF THE BOX

Page

Campaign

Source

Medium

Device

Users

Goals

Sessions

Exit PageBrowser

Landing Page

Country

Hostname

Screen Res

Over 400 Dimensions and

Metrics

CUSTOM DIMENSIONS AND METRICS


Feature

Custom dimensions 20 200

Custom metrics 20 200

CUSTOM DIMENSIONS AND METRICS


PROCESS

Identify

PlanImplement

Maintain


Purpose built

templates

Transparent and self-

documenting

Complexity in data layer


Purpose built

templates

Transparent and self-

documenting

Complexity in data layer

Lower up-front costs

Quicker implementation times

Simpler and cheaper maintenance burden


AN EXAMPLE – TYPICAL ECOMMERCE

User ID

Account created date

Transaction count

Spend to date

Marketing segmentFrequent high spenderInfrequent buyerDormantAnonymous

1st time transaction

Credit or cash purchase

Recurring subscription selected?

True/false

Monthly value


Channel Customer Segment Users Transactions 1st Purchases Cash Transaction Credit Transactions Monthly Subscriptions Value Added

Paid Search Anonymous 650 20 20 15 5 500

Paid Search New (In 1st3 Months) 200 14 0 10 4 200

Paid Search Regular 100 15 0 8 7 200

Paid Search Dormant 130 4 0 2 2 50

Channel Users Transactions

Paid search 1080 53

USES – GREATER INSIGHTS


USES – UNDERSTAND BEHAVIOUR


UserID Channel Date Sessions Transaction

123 Paid Search 01/01/2017 2 1

456 Direct 01/01/2017 1 0

789 Paid Social 01/01/2017 1 1

USES – EXTRACT AND JOIN

CRM


USE – AUDIENCES


AN EXAMPLE – INSURANCE QUOTE ENGINE

Postcode, region

Age

Vehicle brand/model etc…

Quote amount

Options selected (NCD Protection)

Renewal date

Quote


USES – DEEPER UNDERSTANDING

1000 quotes

Quote by age group

17-25 25-40 40-65 65+

WHAT’S HAPPENING OFFLINE?


LEAD GEN - SALES FUNNEL OFFLINE

Display PPC Brand £

Online Offline

Call back Meeting Sale


B2B LEAD GENERATION CAMPAIGN

Campaign Clicks Cost Form fills First

meetings

Closed sales Average

value

CRM solutions 5,000 £50,000 250 25 5 £50,000

Cloud based CRM

solutions

5,000 £50,000 250 100 25 £60,000


RESEARCH ONLINE – BUY INSTORE

Display PPC Brand

Online Offline

! £SaleBuy instore


RESEARCH ONLINE – BUY INSTORE

Campaign Clicks Cost Online Sales In Store Sales Total Sales ROI

socks 5,000 £1,000 £2,500 £500 £3,000 300%

dresses 5,000 £5,000 £5,000 £25,000 £30,000 600%

TRACKING OFFLINE - THE SOLUTION


MEASUREMENT PROTOCOL

Published ‘format’

Hit level data

pageview

event

transaction

Any networked device or application


MEASUREMENT PROTOCOL

TransactionTransaction ID: 12345

Transaction Total: £200

Etc…

EventCategory: Offline

Action: Meeting booked

Label: Other info??

Custom dimensions: Other info??

Custom Metrics:Meeting booked Instore sale


CONCEPT 2 – THE JOIN KEY

Google Analytics ID (clientID)

Your CRM ID (userID)


CASE STUDY

Galeries Lafayette

Large French department store chain

Connected offline purchases to online activity

20% of store visits are preceded by an online visit

Digital spend has a 2.4 x higher ROAS

BIGQUERY INTEGRATION


BIGQUERY INTEGRATION

Hit level dataAnalysis / insights /

reporting

Your CRM data

- Detailed user path analysis

- Join with other big data sources


BIGQUERY – EXAMPLE ANALYSIS

Cohort A – TV purchase

Cohort B – Clothing purchase

GA 360 data CRM data

£ £ £ £

£ £ £ £ £ £


BIGQUERY EXAMPLE ANALYSIS

Catalogue business

DisplayPPC

Brand

Online

Offline

£

Mobile

Desktop

Direct

Mailshot Catalogue£

ENHANCED ECOMMERCE


ECOMMERCE FUNNEL

Impressions

Click-throughs

Product views

Add to carts

Checkouts

Transactions

Refunds


EXAMPLE REPORT - PRODUCT LISTS


EXAMPLE REPORT - PRODUCT PERFORMANCE

QUESTIONS?