THANK YOU
UNIVERSAL ANALYTICS & ENHANCED ECOMMERCE IMPLEMENTATION
A project management perspective
ebusiness manager Semetis
Hello, my name is Stephane
1. Share real project experience of Universal Analytics implementation
2. Understand how to create value from these data
GOAL of this presentation
< New Feature here />< New Feature there />< Features everywhere />
GTM Launched
Universal Analytics Launched
Enhanced Ecommerce
GTM V2
Finding NR 1 in the industry: lots of features
2011 2014
2012 2015
< New Data here />< New Data there />< New Data everywhere />
MultiChannel funnels Custom dimensions & metrics
Cost data upload New enhanced ecommerce reports
CRM Linking
Finding NR 2 in the industry: lots of data
2011 2013 2015
2012 2014
Implementing advanced solutions as Universal Analytics is complex
BUT more complex is to make something from it
Especially when technical elements such as Google Tag Manager are involved
Conclusion
Need expertise from professionals like us & events as GAUC
Fully certified Business Intelligence agency
Semetis recognized in industry
Long Industry experience
Customer purchase behavior analysis
Customer segmentation
Determination of Customer
Lifetime Value
Semetis recognized in industry
The Project
Sector Retail
Business Pure player in retail industry
Facts • Turnover over 15M• Industry segment leader• Strong technical/ IT capabilities
Objective Full Universal & enhanced ecommerce implementation
Make sure your scope covers this
My personal keys to success
1. Challenge the client’s need
2. Evaluate what is feasible
3. Be realistic in terms of planning
Otherwise you will have pitfalls
Challenge the client’s need1.
How to avoid pitfalls
Evaluate what is feasible2.
Be realistic in terms of planning3.
Avoid irrelevant data1.
Pitfalls
CMS restrictions2.
Anticipate release cycles3.
Strategy/ recommendation1.
Implementation2.
Leverage data3.
Project phases
PHASE 1: Strategy & recommendations
Phase 1: Strategy & recommendations
SalesDepartment
MarketingDepartment
DBI/DataAgency
IT Department
Creative Agency
Do not ommit any stakeholder
Phase 1: Strategy & recommendations
Establish clear roles & responsabilitiesChallenge: Difficult to make IT & Marketing sit together
Decision: Decision to name SPOC at client side
EVENTSGOALS
Phase 1: Strategy & recommendationsMake sure you map all customer scenario
PHASE 2: Implementation
Important to have a least 1 Test Container & 1 Test GA account
Phase 2 : Implementation
At least 1 Test Container & 1 Test GA account
Phase 2 : Implementation
Constantly adapt to technical constraint
User ID
Phase 2 : Implementation
IT had no more dev window to implement user id Issue N1
Constantly adapt to technical constraint
Phase 2 : Implementation
Internal brainstorm with Semetis dev to find solution Step 1
Create a new cookie
Set cookie expirationJavascript to store & encrypt email
Phase 2 : Implementation
Constantly adapt to technical constraint
Implement Custom Tag to store client email data Step 2
Phase 2 : Implementation
Constantly adapt to technical constraint
Create a variable in GTM that will store the encrypted data Step 3
Phase 2 : Implementation
Constantly adapt to technical constraint
Use the newly created variable in your Universal Analytics tag Step 4
Constantly adapt to technical constraint
User id effectively implemented with no IT intervention
Phase 2 : Implementation Result
Phase 2 : Implementation
Constantly adapt to technical constraint
How to handle event tracking implementation Issue N2
LOGO
Phase 2 : Implementation
Constantly adapt to technical constraint
Map all existing events – hardcoded & non hardcoded Step 1
Phase 2 : Implementation
Define a GTM event compliant structure Step 2
Constantly adapt to technical constraint
onclick="dataLayer.push({'EventCategory': ‘login', 'EventAction': ‘homepage', 'EventLabel': ‘userid', 'event': ‘trackEvent'});">
onclick="dataLayer.push({'EventCategory': ‘addtocart', 'EventAction': ‘productgroup', 'EventLabel': ‘product123', 'event': ‘trackEvent'});">
What Event Category Event Action Event Label Where to fire“Login” button {{EventCategory}} {{EventAction}} {{EventLabel}} When user logs in
“Add to cart” button
{{EventCategory}} {{EventAction}} {{EventLabel}} When user adds product to card
• Define a naming convention
• Keep structure as clean as possible
• Use the same datalayer structure
Phase 2 : Implementation
Constantly adapt to technical constraint
All events pushed using a single GTM tag Result
PHASE 3: Leverage Data
But WHY are we doing this?
Phase 3 : Leverage data
1. To get business insights
2. Leverage data for advertising purpose
Focus on the data that matter 99,57% of visitors do not add a product to card
Phase 3 : Leverage data
Phase 3 : Leverage dataFocus on the data that matter
99,57% of visitors do not add a product to card
Business Issue?
Average delivery time too high?
Too many steps in their conversion funnel?
Higher market prices vs. competition?
Use new data to build upsell strategy
Phase 3 : Leverage data
Use new data to build upsell strategy
Phase 3 : Leverage data
Push CRM data in GTM Step 1
Phase 3 : Leverage data
Create custom dimension in Universal Analytics Step 2
Use new data to build upsell strategy
Phase 3 : Leverage data
Segment & analyse newly available data Step 3
Use new data to build upsell strategy
Phase 3 : Leverage dataUse new data to build upsell strategy
Create Remarketing lists Step 4
Phase 3 : Leverage dataUse new data to build upsell strategy
Leverage newly created list in Advertising platforms Step 5
Phase 3 : Leverage dataUse new data to build upsell strategy
Effective retargeting of existing customers Result
customers Show them products in segments with lower
market share
Conclusions
Strategy & recommendation
• Good mapping & planning ensures excellent execution
• Keep your business objectives in mind at all stages of the processes
1.
Conclusions
Implementation• Be flexible & think outside the box to be relevant to
your business
• Adapt to technical constraints to make things happen
• A small win is better than a big fail
2.
Leverage data • Focus on the data that matter for your business
• Integrate newly tracked data into your marketing efforts
• Create synergy between all of your data points inside & outside digital platforms
3.