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Google Hangout with John “ColderIC E” Lawson and Pierre DeBois E-commerce and Analytics – The Right Measures Analytics Reporting for E-commerce Profit and Marketing Success

Google Hangout with John ColderICE Lawson and Pierre DeBois E-commerce and Analytics – The Right Measures Analytics Reporting for E-commerce Profit and

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Page 1: Google Hangout with John ColderICE Lawson and Pierre DeBois E-commerce and Analytics – The Right Measures Analytics Reporting for E-commerce Profit and

Google Hangout with John “ColderICE ” Lawson and Pierre DeBois

E-commerce and Analytics – The Right Measures

Analytics Reporting for E-commerce Profit and Marketing Success

Page 2: Google Hangout with John ColderICE Lawson and Pierre DeBois E-commerce and Analytics – The Right Measures Analytics Reporting for E-commerce Profit and

Trend: Find Online, Purchase Offline...and Learning the Right Marketing Blend

Double-digit online sales growth predicted through 2016.*

46% research smartphone, then buy in-store. Another 41% research and purchase via smartphone**

74% of marketers surveyed have either coordinated/are in-process to coordinate the online/offline experience***

Analytics reveals ideas for managing the best customer experience online that aids business growth

*Source: eMarketer **Source: eMarketer: Retailers must provide a smooth experience across channels to satisfy consumers, March 2012

**Source: Experian 2013 Digital Marketer

Page 3: Google Hangout with John ColderICE Lawson and Pierre DeBois E-commerce and Analytics – The Right Measures Analytics Reporting for E-commerce Profit and

What to Check First

Review Site Layout determine tracking code needs

Subdomains and/or associated site

Separate Shopping Cart Sites (access to receipt pages)

Draw site layout (Wireframe)

Product details (SKU, price, tax, order ID)

Decide Who Will Review and Take Action on the Data

Page 4: Google Hangout with John ColderICE Lawson and Pierre DeBois E-commerce and Analytics – The Right Measures Analytics Reporting for E-commerce Profit and

Adding Analytics Tag Information

Set E-commerce Script Functions

addTrans() = transaction information

addItem() = items to be sold

trackTrans() = confirm purchase

Page 5: Google Hangout with John ColderICE Lawson and Pierre DeBois E-commerce and Analytics – The Right Measures Analytics Reporting for E-commerce Profit and

Set Analytics Filters

Set filters to ease data collection

Predefined filters available

Search and replace - text string replacement in reporting

Keep Basic Filter-free profile available

Page 6: Google Hangout with John ColderICE Lawson and Pierre DeBois E-commerce and Analytics – The Right Measures Analytics Reporting for E-commerce Profit and

Additional Analytics Set Up

Site Search Reporting

Goals (Checkout Page, Receipt, Time On Site)

Page 7: Google Hangout with John ColderICE Lawson and Pierre DeBois E-commerce and Analytics – The Right Measures Analytics Reporting for E-commerce Profit and

Dimension and Metrics Basics

Dimensions: the sources that interest you

Metrics: Numbers that tell how well those sources are doing

Page 8: Google Hangout with John ColderICE Lawson and Pierre DeBois E-commerce and Analytics – The Right Measures Analytics Reporting for E-commerce Profit and

E-commerce reporting

Dimensions: Top Product Purchases, Referral Sources

Metrics: Revenue, Average Order Value, Visits/Days to Purchase

Page 9: Google Hangout with John ColderICE Lawson and Pierre DeBois E-commerce and Analytics – The Right Measures Analytics Reporting for E-commerce Profit and

Addressing Digital Marketing Influences

Use Benchmark Tool to compare smartphones and tablet influence

Monitor Social Media influence on goals

Use Enhanced Campaigns paid search for “dayparting ” advertising strategy

Page 10: Google Hangout with John ColderICE Lawson and Pierre DeBois E-commerce and Analytics – The Right Measures Analytics Reporting for E-commerce Profit and

Analytics Report Analysis Tips

Note influential contributors to dimensions and goals. Look for general trends among referral, social reports (30 - 60 - 90 days)

Make sure URL subdirectories are reported correctly / Maintain a filter-free profile alongside filtered profiles

Check how cookies are called - verify navigation issues due to site design

Use web proxies - Fiddler (Windows) / Charles (Mac)

Verify Page Speed - Yottaa / Pingdom

Examine visitor segment trends by spending and/or geographic area

Monitor for URL text strings that render pages invisible or alter reporting

Page 11: Google Hangout with John ColderICE Lawson and Pierre DeBois E-commerce and Analytics – The Right Measures Analytics Reporting for E-commerce Profit and

How to Collaborate To Resolve Issues

Identify problems early into marketing and technical concerns to organize next steps

Web Development (Tag installation, filter site structure)

Tags, filters, and paid search require marketing tools (insights/tag manager/spreadsheet)

Expect large effort to implement and QA, with diminishing needs over time

Organize reporting - Separate analytics segmentation research from immediate needs

Use best team management practices with remote team players

Page 12: Google Hangout with John ColderICE Lawson and Pierre DeBois E-commerce and Analytics – The Right Measures Analytics Reporting for E-commerce Profit and

Learn more E-commerce tips and resources at ColderICE More analytics tips and resources are available at Zimana

Thank you!May your measures bring great treasures!