Universal Intelligence in the Multi-Screen World

8 years

THE WORLD HAS GONE MULTI-SCREEN!

Source: Business Insider/Statista/ComScore

MORE TRAFFIC FROM MOBILE LESS FROM LAPTOPS/DESKTOPS BUT…

Desktop

Tablet

Traffic

Desktop Tablet

Mobile

Conversion rates

Mobile

…AND THIS IS HOW WE ALL ENDED UP…

ALMOST…

BACK TO SCHOOL

THE DATA YOU GET NOW …is somehow incomplete.

_utma=11111 &cid=111

_utma=22222 &cid=222

_utma=33333 &cid=333

Unique "Visitor 1

Unique "Visitor 2

Unique "Visitor 3

3 Unique Visitors

UNIVERSAL INTELLIGENCE

UNIVERSAL ANALYTICS USER ID

Unique "Visitor

UNIVERSAL ANALYTICS WITH USER ID ...MULTI-SESSION VISITOR UNITED ACROSS DEVICES

&cid=111

&uid=666

&cid=222

&uid=666

&cid=333

&uid=666

1 Unique Visitor

OK HOW DOES IT WORK?

WHAT ABOUT THE DATA?

surfing on mobile surfing @work previous visits

UNIVERSAL ANALYTICS WITH USER ID SESSION UNIFICATION

home e-shopping shopping on tablet

Logged-in visits

Logged-out visits

Google Search ad click EUR 2 999.00 EUR 399.99

DATA NOT INCLUDED IN THE XDEVICE REPORTING USER ID SESSIONS REPORTED UNDER THE XDEVICE SUITE

USER ID SETUP USER ID IN GA

USER ID STATUS USER ID Coverage

USER ID split

USER ID SEGMENTATION USER ID Coverage

DEVICE OVERLAP Cross Device

device category paths

DEVICE OVERLAP Cross Device

DEVICE OVERLAP – REVENUE Cross Device

DEVICE OVERLAP – SEGMENTATION Cross Device

DEVICE PATHS Cross Device

PATHS OPTIONS Cross Device

DEVICE PATHS – ECOMMERCE Cross Device

ACQUISITION DEVICE Cross Device

WHERE DOES IT ALL FIT IN THEN?

CROSS-TRACKING IN E-COMMERCE CROSS-SCREEN = CROSS-ANALYSIS ;-)

E-COMMERCE SITE WITH USER

AUTHENTICATION (LOGIN) XDEVICE 2

1

OFFLINE STORE WITH LOYALTY CARDS FOR

INDIVIDUAL AND BUSINESS CUSTOMERS

(OFFLINE MEASUREMENT)

ONLINE SHOPPING (mobile site + mapp),

CUSTOMER HELPLINE AND MANY MORE XDEVICE/XASSETS

3 E-SHOPPING

estore.tesco.com  

USER ID UNIVERSAL ANALYTICS

SO WHAT?

WELL, THE REAL WORLD IS WAITING… …FOR YOU!

Re-evaluate the journey…

1 2 3 Become a multiscreen expert…

Complete the ecosystem - track offline and across devices!

THIS IS IT… THANKS! ;-) google.com/+pawelmatkowski