Google Analytics User Conference

Google Analytics User Conference

Fiona De Brabanter, Lead Digital Analytics Consultant

Welcome !

Fiona De Brabanter@FionaVanBrabant

• Help people understand the importance of making digital analytics a central part of their business

• Help people understand the importance of making digital analytics a central part of their business

• Several GA experts will help you learn about key concepts and tools to become a better practitioner of digital analytics and Google Analytics, in particular.

• Help people understand the importance of making digital analytics a central part of their business

• Several GA experts will help you learn about key concepts and tools to become a better practitioner of digital analytics and Google Analytics, in particular.

#gaucBE

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Why is a tool like Google Analytics is essential in your

digital strategy ?

• What does the term “digital analytics” actually mean ?

• How has today’s changing customer behaviour dramatically alteredthe way businesses need to approach measurement.

The evolvingcustomer journey

The Internet makes information and media available at the click of a button

The evolvingcustomer journey

The Internet makes information and media available at the click of a button

Mobile connects nearly everyone 24/7

The evolvingcustomer journey

The Internet makes information and media available at the click of a button

Mobile connects nearly everyone 24/7

Cloud Computing provides cheap, practicaly infinitecomputing power

The evolvingcustomer journey

• Product Reviews

• Recommendations from friends or experts

• Store inventory

• Competitive pricing

The evolvingcustomer journey

Cloud computing has empowered organizations to analyzemore business data than ever before

The importance of building your Analytics Infrastructure

• Understand your customers

• Connect with your customers

The importance of building your Analytics infrastructure

People

Process

Technology

The importance of building your Analytics infrastructure

People

Process

Technology

Defining“ Digital Analytics “

“Digital analytics is the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline).”

-Avinash Kaushik

Defining“ Digital Analytics “

The online experience that your

customers and potential customers

have.

Defining“ Digital Analytics “• Building awareness

• Acquiring interest

• Engaging with potential customers

• Driving them toward a conversiononline or offline

• Retaining them as customers

Awareness

Interest

Engagement

Driving Conversion

Retention

Defining“ Digital Analytics “

The customer is at

the center of the universe

Defining“ Digital Analytics “

Customers can start their

purchase journey at any point

along their decision path

Defining“ Digital Analytics “

• Focus on analyzing the customer

• Not the individual channel your customer is coming from

• Not the device they’re using to find or engage with you

Qualititative& Quantitative data

Traditional web analytics has given us access to massiveamounts of quantitive data about your website

Qualititative& Quantitative data

New web analytics gives us a more comprehensive view of the touchpoints consumers have with your business

Mobile applications

Cloud-connected point-of-sale systems

CRM systems

Video game consoles

Home appliances (refrigerator)

Qualititative& Quantitative data

Qualitative data explains the why

-> You collect through a survey

Measuring Outcomes

One of the most important steps of digital analyics is determining whatyour ultimate business objectives – or outcomes – are and how youexpect to measure those outcomes

Measuring OutcomesFive common business objectives :

e-Commerce – Selling products or services

Lead Generation – Collect user information for sales teams to connect with

potential leads

Content - Encourage engagement and frequent visitation

Online informational/support – Helping users find the information they need at the right time

Branding – Drive awareness, engagement and loyalty

Measuring Outcomes

Macro Conversions :

Key actions on any website or mobile app that tie back to a business’ objectives

Measuring Outcomes

Micro Conversions :

Actions on a site that might also be behavorial indicators that a customer hasn’t fully reached your main objectives but is coming closer

Measuring Outcomes

IMPORTANT :

Measure both micro & macro conversions so that you are equipped with more behavioral data to understand what experiences help drive the right outcomes for your site

The continualimprovement process

Continual Improvement

Process

The continualimprovement process

Measurement

The measurement stage is all about collecting the data needed to answer your business questions

The continualimprovement process

Reporting

We need to do reporting to package the data in a readable format & then get information out to decision-makers so that they can be empowered with the information they need to make business decisions

The continualimprovement process

Analysis

Analysis is the process of developing a hypothesis that reflects your expectations, and then figuring out why the numbers do, or do not, match those expectations

The continualimprovement process

Testing

Trying different solutions to the problems you identified during your analysis

The continualimprovement process

Finally you repeat what you learn from this whole process and youimprove

Conclusion• Growth of the internet & increased accessibility to information and

data has opened new opportunities for measurement

• Think about how your business infrastructure – the tools, processesand people – support the continual improvement process of measuring, reporting, analyzing, testing and improvement

• This continual improvement process should include both qualitativeand quantitative data, and ultimately whether your digital assets are driving customers to your desired online and offline outcomes

Thanks for listening !

Twitter : #gaucBE

Questions : fiona@webfi.eu