Date post: | 21-Dec-2014 |
Category: |
Technology |
Upload: | kirstyhulse |
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@jonoalderson
Jono Alderson
• Head of SEO & Analytics at twentysix
www.jonoalderson.com
@jonoalderson
@jonoalderson
Universal Analytics & Single User View
@jonoalderson
Big, sexy data
@jonoalderson
Who doesn’t love keyword research?
@jonoalderson
Who’s seen this chart?
@jonoalderson
Multi-touch, multi-channel analytics
@jonoalderson
So what can we do?
@jonoalderson
Why’s this important?
@jonoalderson
Challenges
• Device proliferation
• Defining cookie & session behaviour
• Issues with non-linear content consumption (channel hopping & tabbed browsing)
@jonoalderson
Single Visitor View
Keyword 1 Keyword 2 Keyword 3
Bad decisions!
@jonoalderson
The real power of Universal Analytics
@jonoalderson
Making this happen: Identifying a user
@jonoalderson
1. Get and set the user ID (however you go about getting it)
2. When users complete actions, extract GA data from the GA cookie (ID, campaign parameters, custom dimensions) and pass downstream to CRM/systems
3. When stuff happens in these systems/places (e.g., sales), pass that info back to GA along with the ID
4. Profit
5. PRO TIP: PII
Making this happen.
@jonoalderson
Go further
• Offline sales
• Phone calls. App usage. Account preferences. Billing methods.
• Intermediary actions; Likes, shares, downloads, etc. Microconversions!
• Changes / up-sells / downstream actions; go long!
@jonoalderson
If you’ve no mechanism for collecting user ID…
@jonoalderson
This is now the real world
@jonoalderson
Thinking outside the box• Which terms generate multiple conversions over time?
• How do multi-device visitors behave, and where should your focus be?
• What about…
• Which terms have a higher propensity to be used by people who have children?
• Which terms contribute more when it’s rained in the last three days?
• How do people who travel a lot consume content, and how does this affect conversion?
@jonoalderson
One last challenge…
• Everybody’s website is unique.• Everybody’s business is unique.• Every brand’s real-world technology and digital
infrastructure is different
• There’s no escaping that this needs bespoke development
• …But so few people are doing this at the moment, that it’s worth tackling the hurdles.
@jonoalderson
Who’d like to get really technical?Pro challenge: Use a Server-Side Data Layer
@jonoalderson
Resources• UA implementation
https://developers.google.com/analytics/devguides/collection/analyticsjs/
• “3 cool analytics hacks”http://bit.ly/ua-hacks
• “Using Universal Analytics To Segment By Weather”http://bit.ly/ua-weather
• Extract GA campaign data from cookiehttp://bit.ly/extract-ga
• Use-case support or explorationTalk to me afterwards!
@jonoalderson
Thanks!Any questions?