“IIM” Quantitative Channel Teams Web Analytics The Ability to use data to answer questions.

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“IIM”

Quantitative Channel Teams

Web Analytics

The Ability to use data to answer questions

RIGHT Questions

Value of Better Analytics

• Customer Insights

• Competitive advantage

• Channel Efficiency

• Maximize conversion value

• Attribution

1. Goals?

2. Budget?

3. Performance?

4. Why?

5. What’s Next?

Five Essential Questions

Lifeline Report

Country (All)Week Leads Cost CPL

Weekly Goals 135 6,775$ 50$ 8/18/2012 60 5,763$ 107$ 8/25/2012 135 6,125$ 66$ 9/1/2012 161 6,752$ 43$ Grand Total 356 22,219$ 62$

Web Analytics and Reporting

Cleaning Data

Data Acquisition

Cleaning Data

Quality Data

Data Integrity Data Cleaning

Cleaning Data

Search Term Report

Cleaning Data

Statistical Significance Testing

Cleaning Data

Dashboard Visualization

Cleaning Data

ETL Dashboard

Cleaning Data

Out with the old…

Cleaning Data

https://developers.google.com/analytics/devguides/collection/upgrade/

Phase 4: (2014) Universal Analytics is the operating standard for Google Analytics.

…in with Universal Analytics

Cleaning Data

Tagging Implications

<script>(function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)

})(window,document,'script','//www.google-analytics.com/analytics.js','ga');

ga('create', 'UA-XXXX-Y');ga('send', 'pageview');

</script>

Cleaning Data

3 Incredible Improvements

1. Measurement Protocol

Cleaning Data

1. Measurement Protocol

Cleaning Data

1. Measurement Protocol2. CRM Integration

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1. Measurement Protocol2. CRM Integration3. Attribution

Cleaning Data

3. Attribution

Cleaning Data

3. Attribution

Cleaning Data

3. Attribution

Cleaning Data

Matthew Zautematthew.zaute@riseinteractive.com@matthew.zaute

“IIM” Quantitative Channel Teams Web Analytics The Ability to use data to answer questions.

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