Clients' insight from Universal Analytics & Enhanced eCommerce Implementations

THANK YOU

UNIVERSAL ANALYTICS & ENHANCED ECOMMERCE IMPLEMENTATION

A project management perspective

ebusiness manager Semetis

Hello, my name is Stephane

1. Share real project experience of Universal Analytics implementation

2. Understand how to create value from these data

GOAL of this presentation

< New Feature here />< New Feature there />< Features everywhere />

GTM Launched

Universal Analytics Launched

Enhanced Ecommerce

GTM V2

Finding NR 1 in the industry: lots of features

2011 2014

2012 2015

< New Data here />< New Data there />< New Data everywhere />

MultiChannel funnels Custom dimensions & metrics

Cost data upload New enhanced ecommerce reports

CRM Linking

Finding NR 2 in the industry: lots of data

2011 2013 2015

2012 2014

Implementing advanced solutions as Universal Analytics is complex

BUT more complex is to make something from it

Especially when technical elements such as Google Tag Manager are involved

Conclusion

Need expertise from professionals like us & events as GAUC

Fully certified Business Intelligence agency

Semetis recognized in industry

Long Industry experience

Customer purchase behavior analysis

Customer segmentation

Determination of Customer

Lifetime Value

Semetis recognized in industry

The Project

Sector Retail

Business Pure player in retail industry

Facts • Turnover over 15M• Industry segment leader• Strong technical/ IT capabilities

Objective Full Universal & enhanced ecommerce implementation

Make sure your scope covers this

My personal keys to success

1. Challenge the client’s need

2. Evaluate what is feasible

3. Be realistic in terms of planning

Otherwise you will have pitfalls

Challenge the client’s need1.

How to avoid pitfalls

Evaluate what is feasible2.

Be realistic in terms of planning3.

Avoid irrelevant data1.

Pitfalls

CMS restrictions2.

Anticipate release cycles3.

Strategy/ recommendation1.

Implementation2.

Leverage data3.

Project phases

PHASE 1: Strategy & recommendations

Phase 1: Strategy & recommendations

SalesDepartment

MarketingDepartment

DBI/DataAgency

IT Department

Creative Agency

Do not ommit any stakeholder

Phase 1: Strategy & recommendations

Establish clear roles & responsabilitiesChallenge: Difficult to make IT & Marketing sit together

Decision: Decision to name SPOC at client side

EVENTSGOALS

Phase 1: Strategy & recommendationsMake sure you map all customer scenario

PHASE 2: Implementation

Important to have a least 1 Test Container & 1 Test GA account

Phase 2 : Implementation

At least 1 Test Container & 1 Test GA account

Phase 2 : Implementation

Constantly adapt to technical constraint

User ID

Phase 2 : Implementation

IT had no more dev window to implement user id Issue N1

Constantly adapt to technical constraint

Phase 2 : Implementation

Internal brainstorm with Semetis dev to find solution Step 1

Create a new cookie

Set cookie expirationJavascript to store & encrypt email

Phase 2 : Implementation

Constantly adapt to technical constraint

Implement Custom Tag to store client email data Step 2

Phase 2 : Implementation

Constantly adapt to technical constraint

Create a variable in GTM that will store the encrypted data Step 3

Phase 2 : Implementation

Constantly adapt to technical constraint

Use the newly created variable in your Universal Analytics tag Step 4

Constantly adapt to technical constraint

User id effectively implemented with no IT intervention

Phase 2 : Implementation Result

Phase 2 : Implementation

Constantly adapt to technical constraint

How to handle event tracking implementation Issue N2

LOGO

Phase 2 : Implementation

Constantly adapt to technical constraint

Map all existing events – hardcoded & non hardcoded Step 1

Phase 2 : Implementation

Define a GTM event compliant structure Step 2

Constantly adapt to technical constraint

onclick="dataLayer.push({'EventCategory': ‘login', 'EventAction': ‘homepage', 'EventLabel': ‘userid', 'event': ‘trackEvent'});">

onclick="dataLayer.push({'EventCategory': ‘addtocart', 'EventAction': ‘productgroup', 'EventLabel': ‘product123', 'event': ‘trackEvent'});">

What Event Category Event Action Event Label Where to fire“Login” button {{EventCategory}} {{EventAction}} {{EventLabel}} When user logs in

“Add to cart” button

{{EventCategory}} {{EventAction}} {{EventLabel}} When user adds product to card

• Define a naming convention

• Keep structure as clean as possible

• Use the same datalayer structure

Phase 2 : Implementation

Constantly adapt to technical constraint

All events pushed using a single GTM tag Result

PHASE 3: Leverage Data

But WHY are we doing this?

Phase 3 : Leverage data

1. To get business insights

2. Leverage data for advertising purpose

Focus on the data that matter 99,57% of visitors do not add a product to card

Phase 3 : Leverage data

Phase 3 : Leverage dataFocus on the data that matter

99,57% of visitors do not add a product to card

Business Issue?

Average delivery time too high?

Too many steps in their conversion funnel?

Higher market prices vs. competition?

Use new data to build upsell strategy

Phase 3 : Leverage data

Use new data to build upsell strategy

Phase 3 : Leverage data

Push CRM data in GTM Step 1

Phase 3 : Leverage data

Create custom dimension in Universal Analytics Step 2

Use new data to build upsell strategy

Phase 3 : Leverage data

Segment & analyse newly available data Step 3

Use new data to build upsell strategy

Phase 3 : Leverage dataUse new data to build upsell strategy

Create Remarketing lists Step 4

Phase 3 : Leverage dataUse new data to build upsell strategy

Leverage newly created list in Advertising platforms Step 5

Phase 3 : Leverage dataUse new data to build upsell strategy

Effective retargeting of existing customers Result

customers Show them products in segments with lower

market share

Conclusions

Strategy & recommendation

• Good mapping & planning ensures excellent execution

• Keep your business objectives in mind at all stages of the processes

1.

Conclusions

Implementation• Be flexible & think outside the box to be relevant to

your business

• Adapt to technical constraints to make things happen

• A small win is better than a big fail

2.

Leverage data • Focus on the data that matter for your business

• Integrate newly tracked data into your marketing efforts

• Create synergy between all of your data points inside & outside digital platforms

3.

THANK YOU

stephane@semetis.comeBusiness Consulting Manager

THANK YOU

stephane@semetis.comeBusiness Consulting Manager