search marketing thursday - google analytics summit 2013 recap
DESCRIPTION
Op de Search Marketing Thursday (SMT 7 nov) 5 belangrijke nieuwe ontwikkelingen en updates van Google Analytics toegelicht.TRANSCRIPT
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Roel Willems
Google Analytics Summit 2013
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Even voorstellen
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Roel Willems
Senior Consultant Web Analyse / Conversie
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Google Analytics Summit 2013
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⟹ Terugblik 2012 ⟹ Product launches 2013 ⟹ Uitgelicht:
⟹ Universal Analytics upgrade ⟹ Unified segments ⟹ Acquisition, Behaviour & Conversion ⟹ Audience reporting
Inhoud
Google Analytics Summit 2013
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⟹ 70+ nieuwe feat. uitgerold sinds vorige summit ⟹Universal Analytics ⟹Custom dimension & Metrics ⟹Google Analytics Remarketing ⟹Google Tag Manager ⟹Flow visualisatie ⟹Verbeterde admin en accountrechten ⟹ezv. ezv.
Google Analytics Summit 2013 > Publieke launches
Terugblik
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Google Analytics Summit 2013
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⟹Nieuwe focusgebieden: ⟹Enterprise ⟹Mobiel
⟹Google Analytics (functionaliteiten) gaat zich meer richten op: Budgets & Bids, Campagne optimalisatie en User Experience;
⟹Groei van het Google Analytics team én budgetten voor doorontwikkeling;
Google Analytics Summit 2013
Google Analytics Summit 2013 > Publieke launches
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Vernieuwingen: Product launches
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⟹ Unified Segments ⟹ Acquisition, Behaviors & Conversions ⟹ Audience Reporting ⟹ GTM Auto-‐event tracking ⟹ Mobile App Analytics ⟹ Google BigQuery ⟹ Analytics Academy ⟹ Enterprise API’s ⟹ GA Premium GTM SLA ⟹ Universal Analytics migratie ⟹ GA Remarketing ⟹ Doubleclick integratie ⟹ Display data in multi-‐channel funnels
Launches
Google Analytics Summit 2013 > Product launches
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CONCLUSIE: “Van gebruiksvriendelijke interface naar volwassen tool”
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⟹ Universal Analytics migratie ⟹ Unified Segments ⟹ Acquisition, Behaviors & Conversions ⟹ Audience Reporting
Uitgelicht
Google Analytics Summit 2013 > Product launches
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Universal Analytics migratie
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Universal Analytics Nieuwe functies voor het verzamelen en organiseren van data in Google Analytics (o.a. data uit offline bronnen, multi-‐device).
Google Analytics Summit 2013 > Universal Analytics migratie
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1. Multi-‐device ⟹Bezoekers meten over meerdere devices;
2. Meer controle over instellingen vanuit de tool ⟹Het aanpassen of uitsluiten van specifieke verkeersbron; ⟹Campagne instellingen (geldigheidsduur conversie attributie);
3. Custom dimensions en metrics ⟹Meer mogelijkheden voor labeling van bezoekers en verreiken
van data (bijvoorbeeld backoffice data);
Voordelen
Google Analytics Summit 2013 > Universal Analytics migratie
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Unified Segments Segmentatie interface verbeterd. Mogelijkheden om te segmenteren op visitor of sessie kenmerken.
!
Google Analytics Summit 2013 > Universal Analytics migratie
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① Migratie open voor alle accounts
② Google start auto-‐migratie proces
③ Universal Analytics uit beta fase
④ Universal Analytics standaard voor Google Analytics
Google Analytics Summit 2013 > Universal Analytics migratie
Migratie fasering
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Unified Segments
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Google Analytics Summit 2013 > Unified Segments
Verbeterde segmentatie Vernieuwde interface, mogelijkheden om te segmenteren op sessie én
bezoekers
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Google Analytics Summit 2013 > Unified Segments
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Google Analytics Summit 2013 > Unified Segments
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Google Analytics Summit 2013 > Unified Segments
User
Visit€ 350 € 250 € 550
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Google Analytics Summit 2013 > Unified Segments
User
Visit€ 350 € 250 € 550
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Google Analytics Summit 2013 > Unified Segments
Visit
€ 0
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1. Segmentatie op bezoeker én bezoek niveau ⟹Analyseer marketing acties op basis van customer lifetime value;
2. Sequence Filters ⟹Segmenteer bezoekers waarbij ondermeer een specifieke bron,
pagina of campagne het eerste raakpunt was; 3. Cohortanalyse
⟹ Segmenteer bezoek op een gemeenschappelijk kenmerk of gedrag binnen een specifieke tijd;
Toepassing
Google Analytics Summit 2013 > Unified Segments
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Google Analytics Summit 2013 > Unified Segments
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Google Analytics Summit 2013 > Unified Segments
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Acquisition, Behaviour & Conversion
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Google Analytics Summit 2013 > Acquisition, Behaviour & Conversions
Acquisition, Behaviour & Conversions Nieuwe indeling van rapportages én de interface waarbij direct de meest
belangrijke data op drie gebieden wordt getoond.
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Google Analytics Summit 2013 > Acquisition, Behaviour & Conversions
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Google Analytics Summit 2013 > Acquisition, Behaviour & Conversions
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1. Grip op marketing acties ⟹ Eenvoudig zicht op de top performing marketing initiatieven (en
waar kansen liggen); 2. Analyse wordt makkelijker (en sneller!)
⟹ Door groepering van dimensies wordt analyse makkelijker (inzoomen kan altijd);
3. Krachtig in combinatie met segmentatie ⟹ Beoordeel gesegmenteerde dimensies direct op verkeer, gedrag
en uitkomst.
Toepassing
Google Analytics Summit 2013 > Acquisition, Behaviour & Conversions
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Audience Reporting
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Google Analytics Summit 2013 > Audience Reporting
Demografische informatie Leeftijd, geslacht, interesse komt beschikbaar in aparte (nieuwe) rapportages
én binnen segmenten (t.b.v. analyse en remarketing)
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Google Analytics Summit 2013 > Audience Reporting
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Google Analytics Summit 2013 > Audience Reporting
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1. Segmenten en analyse ⟹Segmenteer bezoekers op basis van demografische en/of interesse
gebieden en gebruik deze bij analyse van o.a. marketing acties, populaire content, conversie;
2. Remarketing ⟹Gebruik demografische kenmerken en interesse gebieden voor
effectiever inzet van Remarketing en het Google Display netwerk; 3. Beoordeel A/B en MVT testen
⟹Beoordeel testen en optimalisatie niet enkel voor de volledige groep maar bekijk de resultaten op basis van de beschikbare bezoekerskenmerken;
Toepassing
Google Analytics Summit 2013 > Audience Reporting
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The End
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CONTACT / VRAGEN
Orangevalley De Corridor 27 3631 ZA Breukelen !Tel: 030 -‐ 2 800 800 Email: [email protected]
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(not provided)
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Google Analytics Summit 2013 > Not provided
Segmenteer de data Segmenteer (not provided) verkeer op basis van landingspagina
of content categorie.
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Google Analytics Summit 2013 > Not provided
Gebruik cohortanalyse Analyseer de verschillen in tijd/verkeer om inzicht
én grip te houden op SEO inspanningen.
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Orangevalley De Corridor 27 3631 ZA Breukelen !Tel: 030 -‐ 2 800 800 Email: [email protected]
Roel Willems [email protected] 06 -‐ 46 17 83 15
Contact / vragen