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Analytics Idol: Europe voted—the top tips are here! Brent Dykes | Evangelist, Analytics (@analyticshero)
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Andreas Dierl
Managing Partner adlytics GmbH
Andrew Gerhardt
Implementation Principal BSkyB
Eléna Vouge
Data Scientist Lafourchette.com
Meet Your 2014 Contestants
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Familiar but Different
Competitive with prizes Three contestants present two tips
(5 min. per tip) You decide the winner
– Who presented best two tips
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DON’ T PANIC, YOU’ LL GET THE SLIDES!
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ROUND 1
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Linear Regression for Data Loss or Prediction Analysing Your Analysts
Andrew Gerhardt – Tip #1
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Over 50K reports every month based on Adobe Analytics data
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Visits Report 6
Mon
ths
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Leverage Adobe Analytics’ Usage Logs
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Why Usage Logs are Useful
Gain insights into which reports are being viewed and how frequently
1. Identify users or teams that require additional training
2. Build custom reports to fill potential information gaps
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Unlock the Next Level: Connect to HR Database
1. Location 2. Team 3. Tenure 4. Level
Analytics Users
Congratulations! You’ve unlocked the Next Level
HR DB
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Navigation Timing API: Time is Money
Andreas Dierl – Tip #1
“Time is money.” Benjamin Franklin (1748)
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47% of consumers expect a page to load in 2 seconds or less
Each extra second = 7% decrease in conversions *Akamai, Tagman
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Gomez Keynote
Amazon increased revenue by 1% for every 100ms of improvement
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Navigation Timing API + Adobe Analytics
var timing= window.performance.timing.domInteractive - window.performance.timing.navigationStart
https://developer.mozilla.org/en-US/docs/Navigation_timing
http://www.sitepoint.com/profiling-page-loads-with-the-navigation-timing-api/
Prompt for
unload Redirect (if any)
Unload
App cache
DNS Lookup TCP Request Response Processing onLoad
navigationStart
redirectStart
redirectEnd
fetchStart
domainLookupStart
domainLookupEnd
connectStart
(secureConnectionStart)
connectEnd
requestStart
responseStart
responseEnd loadEventEnd
loadEventStart
domComplete domContentLoaded
domInteractive
domLoading
unloadEnd
unloadStart
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Three Key Benefits of This Approach
100% Page
Sample
Connected with your
Digital Analytics
Data
FREE!
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Implementation Recommendations
Send in as event: Easy to trend, alert, etc. #1
Send in as eVar : Possible to classify and correlate with other metrics
#2
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Elena Vouge– Tip #1
How to Survive without Keyword Data
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What’s the Challenge?
19
Organic Search Terms
paris restaurants
September 2013
Paid Search Terms
paris restaurants
April 2014
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What can we do now?
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No, not this…
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ORGANIC: Landing Page Analysis
1. Use an eVar to categorise your landing pages
2. Create a segment for Google search traffic
– For Google Organic Search Traffic:
Visit container = “Search Engines – Natural” contains “google”
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ORGANIC: Landing Page Analysis
1. Choose the right metrics: Visits, bounce rate, page per visit & conversion rate
2. Compare with direct traffic segment
3. Leverage Google Webmaster Tools: Top 2,000 search queries
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PAID: AdWords’ ValueTrack Solution
https://support.google.com/adwords/answer/2375447
“shampoo”
Targeted keyword:
Advertiser
Google AdWords
Ad
dog shampoo
Ad
Visitor
Google Search
“dog shampoo”
Typed search query:
Landing Page
http://www.google.com/url?q=dog+shampoo Referrer string: Stripped/Encrypted
Adobe Analytics Reports
http://www.mysite .com?targetkwd={keyword}
Page URL:
ValueTrack parameters
“shampoo”
Targeted Keyword “shampoo”
Typed Search Query
“dog shampoo”
DISCLAIMER:
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ROUND 2
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Harnessing the Power of Automated Classifications
Andreas Dierl – Tip #2
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Classification Rule Builder
MANUAL = PAINFUL
AUTOMATIC = WONDERFUL
SAINT Classifications
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Basic Use Case: Campaign Codes
eml_SpringPromo2014_redlink
Media Type
Campaign Name
CTA
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Classifying Page Load Time Values
st:500ms|ct:1200ms Evar with concatenated value
Server Time
Client Time
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Homepage Banner Tracking
1::Montreal Snow Winter Hat 2::Mombassa Runners Women's Cross-Trainers 3::Cuzco Backpack 4::Nunavut Fleece Coat
List Variable
3
2 1
4
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Homepage Banner Tracking
1::Montreal Snow Winter Hat Teaser Position
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Elena Vouge– Tip #2
A Digital Analyst’s New BFF: DTM
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1. Agile 2. JSON object 3. Rules for firing tags 4. Multiple tags 5. Free
Why We Love Dynamic Tag Management (DTM)
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1. Identify your CSS element
Cross-Sell Tracking Example
2. Set the rule 3. Set your event 4. Fire and it’s live
.recommendations-button
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Andrew Gerhardt – Tip #2
Use Creative Segmentation to Find the Hidden Nuggets
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Is this even possible?
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Answering the Question
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Do Not Stop There
Mobile-optimised vs. Desktop Ideal Journey & Less Ideal (Exclude)
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Understand What Was Lost
Time Parting Plugin
Specific Hour
Specific Minutes
http://microsite.omniture.com/t2/help/en_US/sc/implement/getTimeParting.html
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Why Did the Customer Not Convert
Exclude Movie Orders
Product Selection
Checkout Process
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GO DIG!
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Time to Vote!
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Andreas Andrew Eléna
Go to www.pollev.com/da01
Vote Now!
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BONUS TIP #1: Ad-Hoc Use Case Testing
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Increasing Power & Complexity with Digital Analytics
Advanced Segmentation
Automated Implementation Rules
Greater Interactivity
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Step 1: Build Processing Rule for Use Case ID
1
2 3
Use Case ID eVar has “Most Recent” as its allocation and “end of visit” as its expiration.
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Step 2: Replicate User Behaviour
A. Delete cookies B. Enter query string with parameter and use case ID
C. Replicate user actions or behaviour
?case=BRENT_test_application_process1
Parameter Use Case ID
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Step 3: Validate Data in Reports
Thanks to Nikolay Gradinarov @ Monster.com
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BONUS TIP #2: Customize Your Menu
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The Good Old Menu
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We Improved It!
http://blogs.adobe.com/digitalmarketing/analytics/taking-sitecatalyst-menus-to-the-masses-part-i/
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You Know Better!
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Custom Reports?
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Questions and Answers
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May 14-15, 2014 | ICC ExCel, London
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