Re-thinking Measurement and Attribution John Jersin Product Manager, Google

Background •  The mobile internet is today’s main driver of growth in time

spent online. •  Its rapid adaptation by consumers will offer opportunities to

establish significant revenue streams. •  Gaining deep insight into usage patterns

provides the base and starting point of offering products, services as well as information satisfying true customer demands.

In the last 15 months...

Background •  The mobile internet is today’s main driver of growth in time

spent online. •  Its rapid adaptation by consumers will offer opportunities to

establish significant revenue streams. •  Gaining deep insight into usage patterns

provides the base and starting point of offering products, services as well as information satisfying true customer demands.

Users in Southeast Asia

A quick look at data

All data is from sites opted in to sharing data All data is about users from the countries listed

Google Confidential and Proprietary

Source: Google Analytics Benchmarking Data (Feb 2011)

Goal Conversion Rates (Nov 2010 – Feb 2011)

Google Confidential and Proprietary

YoY Change: Goal Conversion Rates

Source: Google Analytics Benchmarking Data (Feb 2011)

Google Confidential and Proprietary

General Observations

•  Website owners are not taking steps to

improve the efficiency at which they convert their traffic. There are significant ROI gains to be made by investing effort in conversion optimisation.

Background •  The mobile internet is today’s main driver of growth in time

spent online. •  Its rapid adaptation by consumers will offer opportunities to

establish significant revenue streams. •  Gaining deep insight into usage patterns

provides the base and starting point of offering products, services as well as information satisfying true customer demands.

What about site engagement?

Google Confidential and Proprietary

Source: Google Analytics Benchmarking Data (Feb 2011)

Pages/Visit (Nov 2010 – Feb 2011)

Google Confidential and Proprietary

YoY Change: Pages/Visit

Source: Google Analytics Benchmarking Data (Feb 2011)

Google Confidential and Proprietary

YoY Change: Average Time on Site

Source: Google Analytics Benchmarking Data (Feb 2011)

Google Confidential and Proprietary

General Observations

•  Across most markets, there has been a drop in

the average time on site and pages per visit. Consumers are becoming less engaged in the content. Thus there is an urgent need to make your messaging more efficient on the site and shorten your purchase/conversion funnels.

Agenda

1 New robust and flexible platform (GA v5)

2 Powerful new ROI analysis (Multi-Channel Funnels)

3 Mobile tracking and reporting

4 Social Plugin Analytics

5 What you can do right now!

Background •  The mobile internet is today’s main driver of growth in time

spent online. •  Its rapid adaptation by consumers will offer opportunities to

establish significant revenue streams. •  Gaining deep insight into usage patterns

provides the base and starting point of offering products, services as well as information satisfying true customer demands.

The face of web analytics is changing...

Google Analytics v5

1 – Easier to get the data you want 2 – Greater analytical flexibility 3 – Ready for future features and integrations

A new platform

•  New backend pipeline •  New data storage systems •  New middle tier components

The web changes rapidly. With Analytics, you'll be ready for it.

Background Multi-Channel Funnel Reports Powerful new ROI analysis

ISSUE

Source: InfoTrends, October 2010

Most marketers today rely on 3-5 marketing touches per campaign

Measurement challenge: many touch points

3/23/11 Conversion

Direct

Measuring the last click just isn’t enough

Direct

Google PPC

Google PPC

3/23/11 3/19/11 Conversion

Direct

Google PPC

Google PPC

3/15/11 3/11/11

Email Google Organic

Yahoo Organic

Google Display

Twitter Google Organic

NYT Referral

You need to see the whole story

@vinoaj 41

First Interaction

Assist Interactions

Last Interaction

Overall Path Length: 4

Time Lag (Time to Convert)

The Anatomy of a Conversion

@vinoaj 42

First Interaction

Assist Interactions

Last Interaction

The Anatomy of a Conversion

Overview

Each report provides a unique set of insights which are quickly accessible and actionable

Assisted Conversions

Path Length

Time Lag

Top Paths

Multi-Channel Funnels tells the whole story

Customers around the world are benefiting from this insight

One of the first global case studies. Achieved big win in conversions through new insights from Multi-Channel Funnels.

45

46

47

How quickly are customers deciding?

For converting customers from paid search, 58% converted in 1 visit

Insight: restructure the landing pages

Made landing pages more informational for these customers

1 month later - 44% increase in conversions

Getting multi-visit customers to convert faster

57% of all conversions had multi-step conversion paths

Getting multi-visit customers to convert

3/11/11

1 Visit

3/23/11 3/19/11 3/15/11

11% increase in bookings within a month

3/11/11

1 Visit

3/23/11 3/19/11 3/15/11

Display Ad Display

Ad

Conversion

No Conversion

Turned non-converting paths...

Into converting paths via more investment in display.

Google Confidential and Proprietary 52

We now have true accountability for all our digital marketing activities. Chetan Patel, Vice President of E-Commerce, Onyx Hospitality Group

“ ”

Background •  The mobile internet is today’s main driver of growth in time

spent online. •  Its rapid adaptation by consumers will offer opportunities to

establish significant revenue streams. •  Gaining deep insight into usage patterns

provides the base and starting point of offering products, services as well as information satisfying true customer demands.

The digital media is evolving. Analytics is too.

Background •  The mobile internet is today’s main driver of growth in time

spent online. •  Its rapid adaptation by consumers will offer opportunities to

establish significant revenue streams. •  Gaining deep insight into usage patterns

provides the base and starting point of offering products, services as well as information satisfying true customer demands.

Mobile...

Relevance of the Smartphone

Base: Private smartphone users who use the internet in general, n= 1000; Top-2 boxes Q52: To what extent do you agree to each of these statements? Please answer on a scale from 1 to 5. A "1" means that you completely disagree with the statement a "5" means that you completely agree with the statement.

» People love their smartphones.

I don't leave the house without my smartphone.

I would rather give up my desktop PC than my smartphone.

» People use lots of apps (20% of people have 50+ apps).

Number of apps owned

Actions Taken on Advertising

Base: Private smartphone users who use the internet in general and who at least rarely notice advertising, n= 958 Q43: Which of the following actions if any have you taken as a result of seeing a mobile ad of any type on your smartphone?

» Mobile users can be reached

Took some action on an advertisement

Yes No

» Mobile users convert

Google Confidential and Proprietary 57

Relevance of the Smartphone (Malaysia)

Base: Private smartphone users who use the internet in general, n= 500; Top-2 boxes Q52: To what extent do you agree to each of these statements? Please answer on a scale from 1 to 5.

A "1" means that you completely disagree with the statement a "5" means that you completely agree with the statement.

» Smartphones as important as purse and key: house not left without.

I don't leave the house without my smartphone.

I access information on my smartphone and follow-up to find more information on my computer.

I expect the websites I visit on my smartphone to be easy to navigate and access as they are when I visit them on the desktop PC.

My smartphone provides me with information which is relevant to me.

I would rather give up TV than my smartphone.

My smartphone is more entertaining than TV.

I read magazines/newspapers less often as I prefer to access this content on my smartphone

I would rather give up my desktop PC than my smartphone.

Mobile Tracking

Conventional javascript Server-side: php, jsp, asp.net, perl Android SDK iOS SDK

Background •  The mobile internet is today’s main driver of growth in time

spent online. •  Its rapid adaptation by consumers will offer opportunities to

establish significant revenue streams. •  Gaining deep insight into usage patterns

provides the base and starting point of offering products, services as well as information satisfying true customer demands.

Social...

Social networking is exploding

Users are engaging in new ways.

Users are engaging in new ways

Users are engaging in new ways

Background Review

Review

With MCF, Mobile, Social, you now can have a more complete view than ever before. This variety of data makes analytics that much more critical to business success. GA is leading the way... make sure you are ready.

Background Are you ready for 2012?

Get ready!

[1] Give GA v5 a spin [2] Prepare for Multi-Channel Funnels by setting up goals and e-commerce transactions [3] Use Multi-Channel Funnels to evaluate your performance at all stages of the visitor intent funnel [4] Start tracking your mobile presence on sites and apps [5] Start tracking social interactions to understand how your users engage

THANK YOU