1

Welcome - 09:00

Introduction to our team – 09:15

Training overview – 09:45

Analysis Demo - Ed Guccione 10:10

Cofee Break – 10:30

What is Big Query and How to use it? – 11:00

New Features – 11:30

GA Legal Considerations – 12:15

Forum – 12:45

Close 13:00

Agenda

Periscopix & The GAP Support Team

77 AdWords Qualified: 74 in Search Advertising 55 in Display Advertising 20 in Video Advertising

63 Bing Qualified

66 GAIQ 66 Double Click Qualified: 61 Double Click for Search 22 Double Click Bid Manager 21 Double Click Campaign manager 12 Double Click Rich media (Studio)

We have one of the Most Qualified

teams in the world

The Agency

Largest AdWords qualified team in the UKRanked in elite agency group by GoogleMultiple thought leaders and industry experts

• Largest dedicated Analytics team in the UK

• GACPs since 2008

• Biggest UK GAP reseller

• First performance agency into RTB space

• Only Channel Partner in the UK

• Unique approach based on performance analysis

Our Clients

Analyst Centric vs Data Centric Organisations

Where toolsets cannot easily be used, the insight is held by few, difficult to access and use, it gets neglected.

People revert to decision by instinct.

Because Google Analytics is the industry default, all digital dept. employees can access and understand the data.

Data becomes the default decision making tool.

VS.

Team GA

Implementation Optimisation Account management

Olly & Co.Jeff & Co. The team

Analysis & Optimisation Technical & Solutions

Attribution

QA Testing

For Government

Olly Ben Jeff Yikai Jamie Astrid Chris

• Each department has its own email address:dwp@periscopix.comhmrc@periscopix.comdvla@periscopix.comgds@periscopix.comEtc.

• You can use the office line: 020 7234 0500• Or one a query is initiated you can discuss on the team members DD or email.

Typical Tasks

Technical Analytical Account Support

Long term – UA upgrade

Short term – Heeellp, my tracking is broken!

Long term – “if I want to be able to do this analysis…”

Short term – “I’m trying to give this piece of

insight………”

Upgrading properties, dealing with product issues, applying for

betas

Getting Updates

Our Approach

Implementation Process

1.Needs analysis2.Gather tags3.Tracking matrix4.Creation of custom solutions5.Coding to developers6.Developer liaison7.Configuration in GTM8.QA Testing9.Configuration in GA10.Final audit

Needs Analysis

Group workshops for core teams Online surveys for wider teams Results collated List of KPIs and custom dimensions created

15

KPI Matrix

KPI/Template GA Hit type Description

Homepage pageview Default pageview implementation

Department custom dimension Page level custom dimension to group pages by department

Product Listing (x2) pageview & enhanced ecommerce Enhanced ecommerce product listing impression

Product Detail (x4) pageview & enhanced ecommerce Enhanced ecommerce product detail impression

Static content (x3) pageview/event Depending on how the content is launched either a default pageview or an event

Video Gallery event Event on video view

Photo Gallery event Event on image view

My Account & Checkout (x5) pageview/custom dimension/transaction Ecommerce transaction information

Store Locator event Event containing store name/postcode

Login & Registration (x2) pageview and custom dimension View of page plus custom dimension to label session as logged in/registered

Email signup event Event on signup or pageview if possible

Social Media Share event Event on share button interaction

Add to basket enhanced ecommerce Enhanced ecommerce basket add interaction

16

Google Tag Manager Implementation

Website

GTM Container Script

Marketing Tags

CDN

Free, enterprise level tag management system Auditable tag record Built in debugging features Asynchronous loading Validated tag templates & version control Lots of time saving features Gives control to us in setup phase

Education

Bespoke through questionnaires and feedback Tailored documentation Classroom & workshop sessions Teach the ‘why’ more than the ‘how’ Learning to be analysts

Click icon to add picture

Analysis: Raw Data to Insights

Advanced Analysis

Marketing performance

Landing page performance

Funnel performance

Customer segmentation

JPMorgan – Full Service & Media

Achievements

• Switched from Adobe Analytics to GAP

• Enhanced current tracking capabilities whilst ensuring ongoing accuracy

• Enable speedy deployment of sites and tracking

• Integrated paid media, web analytics and conversion rate optimisation functions

• Created hosted management reporting

• Owning test and launch process for tags and A/B testing

Time Inc. – In-House Outsource

Achievements

• Switched from Adobe Analytics to GAP

• Provided crucial support for overworked internal teams

• Owned the implementation and roll out of 80+ websites

• Created wiki, blog, alerts and segments for internal use by dispersed teams

• All GAP betas applied for

Tesco.com – Full Measurement Implementation

Background

We are assisting Tesco in completely overhauling their tracking and measurement of all marketing activity via the Doubleclick and GAP stack. This includes:

• Datalayer configuration

• Implementation via DTM/GTM

• Set up of GA accounts

• Building the measurement structure from the ground-up

• Management and business unit head reporting structure creation

Any Questions?