Post on 15-Jul-2015
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NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
CONTENT ENGAGEMENT NEW METHODS FOR EVALUATING CONTENT WITH GOOGLE ANALYTICS
Emerce Conversion, 14th April 2015
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
SIMO AHAVA @ NetBooster
Head of Analytics, Nordics
Google Developer Expert 2014-2016
Twitter: @SimoAhava
Google+: +SimoAhava
#Conversion15 | @SimoAhava
www.simoahava.com
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO 3
Rant: Plug-and-play Analytics
AGENDA OVERVIEW
#01
Workaround: Content analysis Takeaways: Survival tips
#02
#03
#Conversion15 | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
PLUG-AND-PLAY ANALYTICS
#Conversion15 | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Google Analytics is a tool designed to work for
9,163,750* different businesses
* Author’s estimate, not an official figure
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
It is thus conceivable Google does not know
what your business KPIs are
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
2,578,000 DEAR BOSS,
Last month, the number of Sessions on our site was…
…which is an uplift of +2.78% compared to the previous month.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
21.20% DEAR BOSS,
Last month, the Conversion Rate for eCommerce on our site was…
…which is an uplift of +5% compared to the previous month.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
All metrics and dimensions used by a data collection / processing / reporting platform subscribe to the schemas of said platform.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
All metrics and dimensions used by a data collection / processing / reporting platform subscribe to the schemas of said platform.
Sessionization schema
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
All metrics and dimensions used by a data collection / processing / reporting platform subscribe to the schemas of said platform.
Event tracking schema
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
All metrics and dimensions used by a data collection / processing / reporting platform subscribe to the schemas of said platform.
Transactional schema
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
This has two major implications on how we process, analyze, and
report on the data.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
All sessionized data is arbitrary 1
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Fictional
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Fictional
Fictional
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Fictional
Fictional
Fictional
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Fictional
Fictional
Fictional
Fictional
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
How can an arbitrary, fictional metric ever
be a good KPI?*
* Rhetorical question, it can’t
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Data quality is earned, not acquired. 2
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Stay away from aggregate metrics.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Stay away from aggregate metrics.
Segment, customize, combine, visualize.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Aggregate
Segmented
User-centric
Cohorts
Predictive 21.20%
Our website’s eCommerce Conversion Rate for January
was…
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Aggregate
Segmented
User-centric
Cohorts
Predictive 12.57%
Visitors who landed on our site through our January
Facebook campaign had an eCommerce Conversion Rate
of…
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Aggregate
Segmented
User-centric
Cohorts
Predictive 19.20%
Visitors with no previous transactions who landed on our site through our January Facebook campaign had an
eCommerce Conversion Rate of…
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Aggregate
Segmented
User-centric
Cohorts
Predictive
New customers via Facebook vs.
Old customers via Facebook vs.
Overall eCommerce Conversion Rate
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Aggregate
Segmented
User-centric
Cohorts
Predictive
This data, combined with information from our sales
engine and CRM, gives us the following optimization
opportunities…
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
ADVANCED CONTENT ANALYSIS
#Conversion15 | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
We need to collect data in a meaningful
way.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Sometimes it means we need to tweak the
data collection mechanism.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Take Bounce Rate, for example.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Remember, Bounce Rate is a heavily sessionized
metric that is not inherently good or bad.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
After X seconds on the page, send a pulse to GA
which negates the bounce.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Google Tag Manager
1. Create new Timer Trigger
2. Set Interval to X ms 3. Set Limit to 1 4. Fire Event Tag with
this Trigger
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
However, you’re playing into the hands of the schema overlords.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Instead of trying to get Bounce Rate lower by
tweaking a metric, how about improving internal
linking?
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
…or measuring calls-to-action?
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
…or combining dwell time with scroll depth?
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
http://cutroni.com/blog/2014/02/12/advanced-content-tracking-with-universal-analytics/
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Adapted for Google Tag Manager:
https://github.com/sahava/content/
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
1 Universal Analytics Tag 1 Custom Event Trigger 9 Data Layer Variables
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
OK, this is better for understanding intent (and
content)…
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Reader
Scanner
Scanner
Reader
Reader
Intent Content
53 % read
89 % read
60 % read
21 % read
85 % read
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Bounce Rate became more meaningful for users and content.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
…But let’s take a (huge) leap forwards….
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
”Traditional” Ecommerce
Session Entrance Receipt Page
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
”Traditional” Ecommerce
Session Entrance Receipt Page
transactionId
revenue
products
1 conversion
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Enhanced Ecommerce
Session Entrance Receipt Page
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Enhanced Ecommerce
Session Entrance Receipt Page
transactionId
revenue
products
1 conversion
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Enhanced Ecommerce
Session Entrance Receipt Page
transactionId
revenue
products
1 conversion
Product impressions
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Enhanced Ecommerce
Session Entrance Receipt Page
transactionId
revenue
products
1 conversion
Product impressions
Click on impr.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Enhanced Ecommerce
Session Entrance Receipt Page
transactionId
revenue
products
1 conversion
Product impressions
Click on impr.
View product details
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Enhanced Ecommerce
Session Entrance Receipt Page
transactionId
revenue
products
1 conversion
Product impressions
Click on impr.
View product details Add to cart
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Enhanced Ecommerce
Session Entrance Receipt Page
transactionId
revenue
products
1 conversion
Product impressions
Click on impr.
View product details Add to cart
Checkout step 1
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Enhanced Ecommerce
Session Entrance Receipt Page
transactionId
revenue
products
1 conversion
Product impressions
Click on impr.
View product details Add to cart
Checkout step 1
Checkout step 2
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Enhanced Ecommerce
Session Entrance Receipt Page
transactionId
revenue
products
1 conversion
Product impressions
Click on impr.
View product details Add to cart
Checkout step 1
Checkout step 2
Checkout step 3
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Enhanced Ecommerce shifts the focus from conversions to
the entire journey.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Including missed opportunities.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
1. Implementation
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
1. Implementation
2. Activation
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
1. Implementation
2. Activation 3. New Reports
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
This is very cool for your webstore.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
It’s infinitely cooler for your content.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Shopping Reading Behavior
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Checkout Behavior Content Engagement
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Product Article Performance
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Product Content List Performance
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Internal Promotions
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Content is to a blog what products are to a store.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Sort out the terminology first.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Product: A blog article Product price: Words in an article Product impression: Views of a title or title+ingress in content lists Product list: Widget / content area where article impressions can be gathered from Product list click: Clicks on entries in an article list
Product detail view: Page load of an article page Add to cart: First scroll on an article page Checkout: 1/3, 2/3, and 3/3 scroll depth on an article page Purchase: 3/3 scroll depth on an article page and minimum of 60 seconds dwell time
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Then, work on data collection.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Product impression
Product impression Product
impressions
Internal promotion
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Article Impression
Promotion Impression
Article Impression Click
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Article View
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Scrolling Begins
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Scroll Depth Steps
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Purchase
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Using Ecommerce terminology for content
analysis opens up a new world of data-driven insight.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
SURVIVAL TIPS
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Takeaway 1/5
Be critical: Measuring content engagement with plug-and-play analytics relies on Pageviews – not very constructive.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Takeaway 2/5
Be critical: Focusing on a single, sessionized, often corrupted metric like Bounce Rate should not headline your reports.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Takeaway 3/5
Be critical: Fixing data collection so that it measures your business objectives more accurately requires work.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Takeaway 4/5
Be critical: Focus on people, not tools; focus on questions, not answers; focus on a well-defined dataset, not the universe.
3 rules of data collection 1) Rule of data passivity – data does nothing, data beats nothing. It’s a
passive medium and requires an active agent (analyst) to interpret. 2) Rule of data subjectivity – any interpretation of data relies on a
well-formulated hypothesis. Whether data is ”bad” or ”good” depends on what you want to know.
3) Rule of data scarcity – no matter what you do, you will never have all the data. An arbitrary line must be drawn, and you must understand where and why this artificial limit exists.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#Conversion15 | @SimoAhava
Takeaway 5/5
BE CRITICAL!
Data quality is directly proportional to how well you understand the data collection.