Next Generation Measurement with Google Analytics:Moving from session-centric to user-centric.

Dara FitzgeraldHead of Insightwww.freshegg.com 0845 373 1077

Session siloes.

Visit 1

Session siloes.

Visit 1 Visit 2

Session siloes.

Visit 1 Visit 2 Visit 3

Multi-channel customer journey.

Sale is credited back to last source – model is flawed!

Last click 100%

Introducer 0%

Influencers 0%

Multi-platform environment.

A single user

Tracked as 3 visits from 3 visitors!

Multi-purpose sessions.

Brochure downloadNo primary conversion!

Email signupNo primary conversion!

PurchaseVisit converts, not user!

Visit 1 Visit 2 Visit 3

Problems with traditional framework.

• Narrow view of user behaviour and buying cycle

• Missed potential for onsite content and inbound marketing

• Data bias towards lower funnel activity

• Bad decisions due to incomplete data and/or understanding

Solutions.

• Universal Analytics & Lifetime Value

• Multi-Channel Funnels & Attribution Modelling

• Micro-conversions

• Visitor Remarketing

Universal Analytics.

Universal Analytics.

• Use the Measurement Protocol to integrate data across multiple devices and platforms

• Improve lead generation: Sync offline and online data

• Define your own dimensions & custom metrics

• Understand how well your mobile apps perform

Universal Analytics.

Visit 1

Session value.

Visit 1

SEARCH AFFILIATE

Per visit value = £5 Per visit value = £10

Lifetime value.

Visit 1

SEARCH

Visit 2

SEARCH

Visit 3

SEARCH

Visit 1

AFFILIATE

x x

Multi-Channel Funnels.

Multi-Channel Funnels.

Attribution Modelling Tool.

Attribution Modelling Tool.

Attribution Modelling Tool.

Micro-conversions.

Brochure download goalEcommerce transaction

• In this example, social media drives micro-conversions more effectively than primary conversions.

• Custom variables could be used to tag users who complete micro-conversions • Subsequent primary conversions can then be measured and segmented by CVar.

Remarketing via GA.

Remarketing example – path length AOV.

Remarketing example – path length AOV.

• Users on their 3rd visit to the site spend considerably more per order

• The data can be used to build a remarketing list, to retarget qualified and potentially high spending users

• This can all be done within GA

• Trial Universal Analytics – this is in BETA so more fun to follow!

• Use MCF and Attribution Modelling Tool to understand paths to conversion and full channel contribution

• Run remarketing campaigns based on visitor behaviour data from GA

• Tie micro-conversions to visitors and monitor effect on primary conversions across subsequent visits

• Move from single visit revenue to Lifetime Value. Custom variables: traditional framework; custom dimensions: Universal Analytics

Summary.

Thank You!

Dara FitzgeraldHead of Insightwww.freshegg.com0845 373 1077