REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

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Make The Most Out Of Your Data

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Back in the days…

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Now!

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We look at this challenge throughthree lenses of measurement

Holistic Measurement

Full CreditMeasurement

ActiveMeasurement

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Holistic Measurement

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Non-linear and unpredictable

Awareness

Consideration

Advocacy

Purchase

Evaluation

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Multi-Device insights

How much of last summer’s ticket purchase

on desktop originated from a mobile or tablet

search?

What is the total value across multiple

touch-points of an acquired user?

Is there a big overlap of my mobile and

desktop user base?

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Full Credit Measurement

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The Customer Journey to Online Purchase

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The Customer Journey to Online Purchase

goo.gl/wmcaYP

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Attribution helps solve two key problems

Display Email SearchConversion

ConversionGenericSearch

BrandSearch

BrandSearch

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Rule based attribution models

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Data-Driven attribution model (premium)

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Active Measurement

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Breaking through data silos

More complete measurement

Smartercampaigns

Inventory Ad Buying

Conversions Offline Customer Data

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More holistic view of your audience

Cross-platform integration

Attributionmodel

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We can help!

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Universal Analytics

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Session-based analytics

Discovery LoyalPurchase

Unique Visitor 1 Unique Visitor 3Unique Visitor 2

FirstPurchase

ReturnPurchase

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User-centric analytics

Discovery LoyalPurchase

FirstPurchase

ReturnPurchase

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Sequential Screening

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Sequential Screening

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Sequential Screening

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Measurement Protocol: New Data Collection

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From website and mobile app analytics

Desktop Website

Mobile Web & App

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Desktop Website

Mobile Web & App

To any other digital touch points

Desktop Website

Point of Sale

TV Set-Top Box

Google Confidential and ProprietaryGoogle Confidential and Proprietary 37Loves Data - www.youtube.com/watch?v=C27yMQOS8n0

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Dimension widening: more data to GA

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Dimension widening: more data to GA

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Upload Cost Data: Centralized Marketing

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goo.gl/M8vEbk

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Three Takeaways

1. Use segmentation to understand your customers’ path

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Three Takeaways

1. Use segmentation to understand your customers’ path

2. Check different Attribution Models applied to your data

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Three Takeaways

1. Use segmentation to understand your customers’ path

2. Check different Attribution Models applied to your data

3. Get started with Universal Analytics

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+Daniel Waisberg@danielwaisberg

Thank you and Happy Analyzing!