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January 25th, 2017
connecting the dotsanalytics & the customer journey
who am i?
the measurement problem
demos: now & nirvana
agenda
2
who am i?
Alex Andrewssolution architectmeasurement & activation
Alex Andrewsamateur furniture makerAlex Andrewsminnesota golfer
the measurement problem
the measurement problem
5
why is this hard?
6
what would ideal look like?
7
Cookie/User ID Timestamp Marketing Channel Conversion Metrics
12345 ts1 display impression n/a
12345 ts2 paid search n/a
12345 ts3 email open n/a
12345 ts4 natural search $$$$lead
how do i get there?there are shades of gray in getting to nirvana
8
integrate build
using existing technology stack, create point-to-point
integrations
implement parallel tracking to capture separate store of
events
demo – ga data import
mntc downstream data 9
submit lead form
return customer ID
capturecustomer ID
1
23
passcustomer ID
4
extractcustomer ID +
5
example – holistic data collection
email open
display impressio
n
natural search
store order
onsite
email platform
display platform
CRM
web analytics
first party data store
channel-specific reporting
10
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