“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

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Web Analytics and Reporting

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Web Analytics and Reporting

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Data Acquisition

Web Analytics and Reporting

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Quality Data

Data Integrity Data Cleaning

Web Analytics and Reporting

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Search Term Report

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Statistical Significance Testing

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Web Analytics and Reporting

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Dashboard Visualization

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ETL Dashboard

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Out with the old…

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

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

…in with Universal Analytics

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Tagging Implications

<!-- Google Analytics --><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><!-- End Google Analytics -->

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3 Incredible Improvements

1. Measurement Protocol

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1. Measurement Protocol

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3 Incredible Improvements

1. Measurement Protocol2. CRM Integration

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3 Incredible Improvements

1. Measurement Protocol2. CRM Integration3. Attribution

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3. Attribution

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3. Attribution

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3. Attribution

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