Impact of Content on the Customer Journey Lianne MacLean - Web Analytics Producer - Electronic Arts eMetrics Summit San Francisco April 2015
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Impact of Content on the Customer Journey
Lianne MacLean - Web Analytics Producer - Electronic Arts
eMetrics Summit San Francisco April 2015
Agenda
Cross Domain Tracking & Revenue Attribution
How to Measure Fun!
Creating A Frictionless Funnel: Blending GA & CRM Data
Cross Domain Tracking& Revenue Attribution
Typical User Journey
Source Franchise Store
Before cross-domain tracking…
Source Franchise Store
?
Before cross-domain tracking…
Source Franchise Store
?
After cross-domain tracking…
Source Franchise Store
Battlefield.com
SourceMedium
Campaign
Origin.com
SourceMedium
Campaign
Battlefield.com
SourceMedium
Campaign
Origin.com
SourceMedium
CampaignRef Site
custom variable
Battlefield.com
SourceMedium
Campaign
Origin.com
SourceMedium
Campaign
Battlefield GA Origin GA
Battlefield.com
SourceMedium
Campaign
Origin.com
SourceMedium
CampaignReferring EA Site
Battlefield GA Origin GA
If Referring site = Battlefield
What You See in GA - Battlefield Account
What You See in GA: Origin Store Account
Benefits of Tag Management System (TMS)•Almost independent of development teams• Faster• Less communication issues• Scalability
Challenges
•Complexities common in large organizations• Learning the Tag Management System•Access for external agency• Transitioning from agency to in-house•Changing technology
Results
• Correlate original source, campaign & engagement to revenue• Greater marketing accountability• Correlate optimization testing with revenue• Blend full user journey data with CRM• Better forecasting & prediction models
Original source
Franchise Site Store
How To Measure Fun
Objective Tactic KPIs Success KPI Target
Engage Fans Sims Personality Quiz
% Quiz Click Through% Quiz Completed
1. It looks Interesting2. It’s Engaging
60%70%
Make Viral Personality Sharing % Share3. It’s Worth Sharing4. Increased Traffic
from Facebook5%
KPIs Tracking Notes
% Quiz Click Through% Quiz Completed
Event Category/Action:Hub/TakeQuizClick
Custom Variables: Slot 6, Scope: 2 Label: Completed Quiz Value: Yes/NoSlot 7, Scope: 2 Label: Quiz Profile Value: inject
Funnel:Hub Landing Page, Quiz landing page, TakeQuizClick, Q1, Q2, etc., Final pg of quiz
% Share
Event Category/Action/Label: SocialAction/Share/Facebook
-Add utm parameter to FB share button-Track as both _trackSocial and _trackEvent
http://www.thesims.com/the-academy/what-kind-of-sim-are-you/share/bored-creative?utm_campaign=sims4-social-global-fb-quiz-bored-creative&utm_source=facebook&utm_medium=social
Results
• Measurement Ability • 80% Quiz Completion Rate• 8% Social Share Rate• Acquired new users through Facebook sharing
Optimization
GET THE SIMS 4!
Creating a Frictionless Journey:Blending CRM & GA Data
67% clicked
1 2 3
4 5
Step 4
EA Customer ID
Blending GA & CRM Data
GA Data
• EA Customer ID• Download Clicks
• Only Origin Purchases
CRM Data
• EA Customer ID• Completed Downloads
• All Purchases (offline, consoles)
67% started demo download
67% started demo download
10% completed it
Completers =
3x higher purchase conversion rate
Step 1 Step 2 Step 3
1 2 3
4 5
Results
• Download completions went from 10% to 47%• Purchase conversion rate for downloaders 3x the site average• More homepage real estate
Takeaways
• Align across all teams who are involved/affected in the funnel• Remember to visit your sites and interact with features• There’s usually more than meets the eye• Find a way to get data for the entire funnel
Summary
• Cross-Domain tracking for revenue attribution • Measure Fun by laying groundwork• Frictionless user journeys
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