Universal Intelligence in the Multi-Screen World
8 years
THE WORLD HAS GONE MULTI-SCREEN!
Source: Business Insider/Statista/ComScore
MORE TRAFFIC FROM MOBILE LESS FROM LAPTOPS/DESKTOPS BUT…
Desktop
Tablet
Traffic
Desktop Tablet
Mobile
Conversion rates
Mobile
…AND THIS IS HOW WE ALL ENDED UP…
ALMOST…
BACK TO SCHOOL
THE DATA YOU GET NOW …is somehow incomplete.
_utma=11111 &cid=111
_utma=22222 &cid=222
_utma=33333 &cid=333
Unique "Visitor 1
Unique "Visitor 2
Unique "Visitor 3
3 Unique Visitors
UNIVERSAL INTELLIGENCE
UNIVERSAL ANALYTICS USER ID
Unique "Visitor
UNIVERSAL ANALYTICS WITH USER ID ...MULTI-SESSION VISITOR UNITED ACROSS DEVICES
&cid=111
&uid=666
&cid=222
&uid=666
&cid=333
&uid=666
1 Unique Visitor
OK HOW DOES IT WORK?
WHAT ABOUT THE DATA?
surfing on mobile surfing @work previous visits
UNIVERSAL ANALYTICS WITH USER ID SESSION UNIFICATION
home e-shopping shopping on tablet
Logged-in visits
Logged-out visits
Google Search ad click EUR 2 999.00 EUR 399.99
DATA NOT INCLUDED IN THE XDEVICE REPORTING USER ID SESSIONS REPORTED UNDER THE XDEVICE SUITE
USER ID SETUP USER ID IN GA
USER ID STATUS USER ID Coverage
USER ID split
USER ID SEGMENTATION USER ID Coverage
DEVICE OVERLAP Cross Device
device category paths
DEVICE OVERLAP Cross Device
DEVICE OVERLAP – REVENUE Cross Device
DEVICE OVERLAP – SEGMENTATION Cross Device
DEVICE PATHS Cross Device
PATHS OPTIONS Cross Device
DEVICE PATHS – ECOMMERCE Cross Device
ACQUISITION DEVICE Cross Device
WHERE DOES IT ALL FIT IN THEN?
CROSS-TRACKING IN E-COMMERCE CROSS-SCREEN = CROSS-ANALYSIS ;-)
E-COMMERCE SITE WITH USER
AUTHENTICATION (LOGIN) XDEVICE 2
1
OFFLINE STORE WITH LOYALTY CARDS FOR
INDIVIDUAL AND BUSINESS CUSTOMERS
(OFFLINE MEASUREMENT)
ONLINE SHOPPING (mobile site + mapp),
CUSTOMER HELPLINE AND MANY MORE XDEVICE/XASSETS
3 E-SHOPPING
estore.tesco.com
USER ID UNIVERSAL ANALYTICS
SO WHAT?
WELL, THE REAL WORLD IS WAITING… …FOR YOU!
Re-evaluate the journey…
1 2 3 Become a multiscreen expert…
Complete the ecosystem - track offline and across devices!
THIS IS IT… THANKS! ;-) google.com/+pawelmatkowski