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Weg met de splitsingtussen online en offline
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Even voorstellen
Michel VennemaHead of Analytics & Innovatiemeasurement nerd
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weg met de splitsing tussen online en offline!
2. correlaties tussen online en offline
3. use cases van het measurement protocol
4. Beacons, digitalisering van offline en acties
1. waarom dit onderwerp?
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1.250 kijkcijferkastjes2.750 personen0,016% van alle huishoudens
mijn oma ≈ 6.000 huishouden
Kijkcijfers Nederland in Beweging15.000… ≈ 2 tot 3 huishoudens
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Offline marketeers vertrouwen op 1.250 kastjes...… voor 7,7 mln huishoudens.Targets voor offline marketeers:
●bereiksdoelstelling○top-of-mind
awareness○ Indirect hogere sales
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Offline marketeers vertrouwen op 1.250 kastjes...… voor 7,7 mln huishoudens.Targets voor offline marketeers:
●bereiksdoelstelling○top-of-mind
awareness○ Indirect hogere sales
groot deel via online!
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Online marketeers hebben te maken met ad blockers...… maar hebben nog steeds 80% van de data!Targets voor online marketeers:
●conversies○directe ROI○cost per order
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Online marketeers hebben te maken met ad blockers...… maar hebben nog steeds 80% van de data!Targets voor online marketeers:
●conversies○directe ROI○cost per order
groot deel afhankelijk van offline/brand!
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The shift in research journey
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Mediaspend Nederland
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adwords campagne A 1,6%organic
adwords campagne C 2 %store
Adwords CR
adwords campagne C 2,2%storetv-ad
organic 1,5%adwords campagne B
Attributie over kanalen en media
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Integratie bij marketeers
12
performancethinkers
brandthinkers
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© 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED.© 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED.
© 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED.© 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED.
online en offline integratie
15
correlaties• display & search• tv & search• tv & online visits
attributie en analyse● betere inzet
mediabudget● meer inzicht in
campagnes● beter inzicht in klant
overig• cvs-uploads• leads to sales• beacons• digitalisering
• Offline transacties• callcenter calls• refunds & confirmations
Measurement protocol
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correlaties
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correlatie: display & (branded) search
17
Hoe?● Exporteer display data op dagniveau● Exporteer Adwords impressies op dagniveau● In Google spreadsheet:
=CORREL(B2:B32;F2:F32)
correlatie: 0,446
correlatie: 0,07● 0. geen lineaire relatie
● +0.30. zwakke positieve lineaire relatie
● +0.50. matige positieve lineaire relatie
● +0.70. sterke positieve lineaire relatie
● +1. perfecte positieve lineaire relatie
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correlatie: radio/tv & site traffic
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GA: organisch verkeerRadiocommercials (luisterdichtheid)
Hoe?● Exporteer organic search data op dagniveau (API of Google
Spreadsheet plugin)● Vraag radio/tv data op bij mediabureau (LDH, KDH, aantal spotjes,
datum/tijd)● Plaats in grafiek + correlatie
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correlatie: radio/tv & site traffic
19
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measurementprotocol
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Pijlers [klantnaam].
21
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www.google-analytics.com/collect?v=1&t=pageview&tid=UA-1269101-1&cid=123456&dp=/pagina-URL&dt=paginatitel&dh=hostnaam&etc. etc.
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www.google-analytics.com/collect?v=1&t=pageview&tid=UA-1269101-1&cid=123456&dp=/pagina-URL&dt=paginatitel&dh=hostnaam
NFC-tags en measurement protocol
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Bij scannen kaart wordt transactie of
bezoek doorgestuurd naar Google Analytics
Mogelijkheden van measurement protocol
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Mogelijkheden van measurement protocol
Een login van je klant is niet bij alles nodig,
zolang je zelf de herkenning in je CRM
maar hebt.
Dat kan ook op basis van transactie-ID
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Mogelijkheden van measurement protocol
Hetzelfde geldt voor je callcenterSchiet bijvoorbeeld een event in met: categorie: ‘call tracking’actie: ‘callcenter contact’label: ‘complaint’ | ‘support’
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Bij scannen kaart wordt transactie of
bezoek doorgestuurd naar Google Analytics
En dat geldt ook voor je callcenter...
Mogelijkheden van measurement protocol
Een login van je klant is niet bij alles nodig,
zolang je zelf de herkenning in je CRM
maar hebt.
Dat kan ook op basis van transactie-ID
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1.Schiet CID (_ga cookiewaarde) mee in leadformulier
2.Bij succes, schiet transactie in via MP
Lead to sales measurement
Leads als goalSuccesvolle lead als transactie
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Koppeling van offline data met Google Analytics via CSV-uploads● Upload van order status (alleen GAP ivm query time upload)● Upload van offline productinformatie (kenmerken,
inkoopprijs)● Upload van refunds
Mogelijkheden van csv uploads
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en verder...
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Beacons: iBeacon & Eddystone
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Beacons: iBeacon & Eddystone
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Digital outdoor
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Afsluitend● Start morgen met:
○ Exporteren en correleren
○ Bellen van je developers voor het inschieten van data
○ Inschieten van nieuweKPI-sessie met online & offline
○ Om de oren slaan van jeoffline collega’s met de1250 kastjes
○ (en daarna echtsamenwerken)
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Michel VennemaT: 073 - 6811007E: [email protected] Bernhardstraat 145211 HE 's-Hertogenbosch