updating your analytics toolbox: measurement solutions for 2014
DESCRIPTION
Our Analytics Team reviewed new analytics tools and upgrades that can increase your data gathering capabilites in 2014. Included are Universal Analytics, Tag Management Solutions, Content Groupings, Attribution Analysis, Mobile App Measurement, Call Tracking, and more. Also included is a review of our in-house Cost Import tool, which ties Paid Media budget data to Google Analytics.TRANSCRIPT
NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R YNINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Updating Your Analytics Toolbox
July 25, 2014
Buzz Event
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Today:
We will provide an update of new and upgraded measurement tools that you need to measure marketing effectiveness.
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Today’s PresentersLuke SchlegelDirector of Analytics• M.B.A. from The Carlson School of Management • B.A. in Economics from Carleton College
Client Work includes:• Home improvement• Medical devices• Spirits• Footwear• Non-profits• Travel
Lizzy WilkinsSenior Data Scientist • B.A. in Cognitive & Linguistic Science and Italian
Studies from Wellesley College• Researched at MIT Media Lab in the Cognitive
Machines Group• Studied in the MIT Comparative Media Studies
program
Client Work includes:• Health and fitness• Home furnishings• Consumer-packaged goods• Medical devices• Tax Services• Education• Non-profits• Quick-service restaurants
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AGENDA
• Changes and Updates to Google Analytics– Universal Analytics– New and Improved Functionality
• Tag Management Tools– What Are They?– Why Should You Be Using Them?
• Mobile App Analytics • Call Tracking
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Google Analytics
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Universal Analytics (UA)
A Google Analytics update that alters the way that data is collected and organized, allowing for a better understanding of how users interact with content
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Universal Analytics History
October 2012• Launched
into private beta
March 2013• Available in
public beta
April 2014• Out of beta
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Universal Analytics: Today’s Standard
• Includes support for all legacy features of Google Analytics– Including remarketing which prevented us
from recommending implementation in the past
• We are encouraging clients to begin planning the upgrade– The upgrade does require new code to be
deployed across a site and careful planning– New product features are going to be
focused on Universal Analytics
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Universal Analytics: Key Features• Connect users across devices,
sessions, and engagement data with the User ID
• More simplified cross domain tracking using Referral Exclusion
• Adjustable session and tracking cookie timeout settings
• Custom dimensions and custom metrics collect data that are unique to your business
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• The Measurement Protocol is a set of rules which Google Analytics uses to collect data across any device or system.
• This means you can now send data from call center systems, point of sale systems, car computers, washing machines, etc.
Universal Analytics Feature: Measurement Protocol
Raw User Interaction Data Google Analytics Servers
HTTP Request from
Developers
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Google Analytics Updates: Data Integration
• Google Analytics supports data integrations from multiple sources.– Content data (metadata related to
authorship and subject)– Product data (reduces the amount of
ecommerce data you need to send to GA servers)
– E-commerce refund data– Cost data (from paid search, display,
non-Google media campaigns)
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NHI Cost Importation Tool
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Enhanced E-Commerce
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Google Analytics Update: Enhanced E-Commerce
• Builds on Universal Analytics’ user-centered view
• Tracks user activity throughout the website journey such as:– Clicks on a product links– Product detail page views– Impressions and clicks on internal promotions– Adding/removing a product from a shopping
cart– Initiating the of the checkout process–Order returns and refunds (through a data
upload)
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Enhanced E-Commerce Sample Report
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Content Grouping
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Content Grouping
• Content Grouping is a way to segment your data by the types of page/content on your site– Group content according
to important website natural groupings within a hierarchy
• Provides straightforward understanding how content drive actions and conversions
Content Grouping
Content Group
Content Group
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Content Grouping Organization
• Google Analytics allows up to five content groupings with unlimited groups within each.
Bedroom
Mattresses
Bed Frames
Informational
Cost Saving
Eco-friendly
Easy Installation
Product ExampleFocus: E-Commerce
Content ExampleFocus: Brand Engagement
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Content Groupings: Provide additional content level insights
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Content Groupings: Implementation
Implementation Options
Modify the tracking code
for each page or screen you want
to group
Use regular expressions to
extract the grouping from the
URL
Create rules to group content
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Channel Groupings
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Channel Groupings
• The same concept as content groupings, but used within the acquisition reports– Similar but unique from
source/medium dimensions
• Default view for many of the acquisition reports, and the default is customizable
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Channel Groupings: Use Cases
• Extends analysis beyond the source/medium
• We have used it to group traffic by:– Referrals from parent organizations– Direct mail campaigns– Out-of-home ads– Paid social traffic– RSS feeds
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Attribution Models
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Attribution Models• A rule/set of rules that determine how credit for
conversions is assigned to events in the conversion path• Allows…
– For the creation of models that give more weight to certain steps in the conversion path
– For comparison of models to understand return on advertising investments
– For better budget allocation across marketing channels
Linear
Weighted
First Click
Time Decay
0% 20% 40% 60% 80% 100%
PaidDisplayOrganicSocial
Mo
de
l T
yp
es
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Attribution Models
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Custom Attribution Model Creation
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Tag Management Solutions
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You want to upgrade to Universal Analytics but…
• your development team is busy.• you are still waiting for completion of
the last implementation.• your marking requests are always
de-prioritized in favor of operations requests.
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Consider A Tag Management Solution
• Instead of placing individual and unique tags across a website, you can use a single container.
• New tags can be added and deployed with minimal programming experience using a web interface.
• Limits the need for onclick tags across the website
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Tag Management Interface
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Tag Manager: Becoming the Standard
• Analytics packages are expanding to tag management– Google Tag
Manager– Adobe Dynamic
Tag Manager
• Stand-alone Tag Management Products– Tealium
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Tag Management Considerations
• Implementing a tag management tool should be considered when you are looking to upgrade your analytics platform.
• Additional coding may be needed on certain pages to make information available
• A governance and quality assurance policy should be developed and should be followed.
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Mobile App Analytics
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Flurry Analytics
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Why Use Flurry?
• Use if your primary key performance indicator is brand awareness or engagement
• Flurry has two “wins:”– Robust audience measurement capabilities– Benchmarks against industry/app vertical averages
• Display ad opportunities at scale
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Return Rate (Repeat Engagement)
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Audience Measurement Across Apps
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Interest by Sessions/New Users
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User Acquisition
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Pathing
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Conversion Funnels
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Google Mobile App Analytics
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Why use Google Mobile App Analytics?
• Better reporting on e-commerce• Integrates with AdWords allowing
referral source reporting • Integrates with other Google tools
and Google Analytics views• Measures across devices
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New Feature: Active Users
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Recency
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Plays Nicely with Other Google Products
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Pathing
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Call Tracking
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Call Tracking
• Unique numbers assigned and displayed on the site assigned by– Channel– User
• Identify the source of phone leads– Organic versus paid
• Localized phone numbers create an enhanced user experience
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Implementations
• Adding a single piece of JavaScript to the website can generate unique phone numbers
• When calls are initiated, a postback to Google Analytics (another analytics package) occurs, recording the source of the call.
• Costs are based on the number of phone numbers needed and call volume
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Key Takeaways
• If you are a Google Analytics user, begin planning a migration and an upgrade to Universal Analytics.
• Utilize features such as channel and content groupings to make your data easier to use.
• Implement call tracking to measure the full impact of your website and your digital media.
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Thank youFor more information on how to
update your analytics toolbox, visit NinaHale.com.
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