GAUC 2016 - Glenn Vanderlinden & Maxime Vandenbussche - Adapting GA for your Business through Custom Metrics & Dimensions

Google AnalyticsUSER Conference #GAUCbe

ADAPTING GA FOR YOUR BUSINESSTHROUGH CUSTOM DIMENSIONS & METRICS

Glenn VanderlindenSenior eBusiness ConsultantSemetis

Maxime VandenbusscheSenior eBusiness ConsultantSemetis

FOOD

TECHSPOTIFY

BOOKS

COFFEE

NETFLIX

SEMETIS

DATA

FOOTBALL

GREAT to meet you !

Glenn VanderlindenSenior eBusiness ConsultantSemetis

Maxime VandenbusscheSenior eBusiness ConsultantSemetis

Our goals

#1 - Provide you with a model that will allow you to tailor Google Analytics to your business

#2 – Use a non-conventional GTM implementation to get there

Our talk

▶ Pitfalls of webanalytics▶ Introducing an alternative model▶ Custom metrics and dimensions▶ Case – Putting it all together

We live in a world of data overload

Are we using the wrong model?

In any industry people are using

the data they have”

Are we using the wrong model?

In any industry people are using

the data they have”

Webanalytics

Google Analytics data & KPI’s

Are we using the wrong model?

INDUSTRY DRIVEN MODEL

#1 – Import all webanalytics KPI’s

#2 – Apply them to your business

#3 – Try to make sense of it

This data is often useless

“Any industry uses the data it has at its availability”

and can lead to wrong decisions

What’s the alternative?

Putting KPI’s in business context

BUSINESS DRIVEN MODEL

#1 – Leverage your data

#2 – Define the KPI’s that drive success

#3 – Understand web analytics solutions and KPI’s

#4 – Match, customize and Implement

Key elements within step #3 & #4

How can you customize and implement?

- Custom dimensions

- Custom metrics

Custom Dimensions & Metrics

INTEGER

MEASURESDIMENSION

CHARACTERISTICS

ATTRIBUTEOF

YOURVISITORS

TEXT

SUM /RATIO

GIVESCONTEXT TO

DATA

DIMENSION METRIC

Custom Dimensions & Metrics

INTEGER

MEASURESDIMENSION

CHARACTERISTICS

ATTRIBUTEOF

YOURVISITORS

TEXT

SUM /RATIO

GIVESCONTEXT TO

DATA

DIMENSION METRIC

CUSTOMIZABLE

METRIC

Custom Dimensions & Metrics

Custom Dimensions & Metrics

# user defined# can be industry specific# business driven

Custom Dimensions & Metrics

Custom Dimensions & Metrics

- User status: Logged in / off- User type: Low / Medium /

High- Post type: blogpost, Review- …

URL Post Type Post Length/post1/ Blogpost Short/post2/ Review Long/post3/ Review Medium

Custom Dimensions & Metrics

Custom Dimensions & Metrics- Items bought - Volume of sales- Add to Calendar- Menu’s viewed- …

URL Sessions Viewed Menu Add to Calendar

/post1/ 120 7 3/post2/ 75 4 2/post3/ 52 2 1

CASEPushing the model – Adding custom dimensions through GTM

The business

You own a hotel with the following characteristics:

• 2 room types – ‘standard’ & ‘suite’• Limited resources• dataLayer deployment in place

Goal – Determine how to optimize your marketing acquisition by analyzing your users.

#1 – Look at your own data

Booking ID Nights Room

type Guests Revenue

AZN125 1 standard 1 € ***BBC746 3 standard 2 € ***DNR369 1 standard 2 € ***GGG001 5 suite 2 € ***DPK673 1 standard 1 € ***BPN722 3 suite 1 € ***

#2 – Define KPI’s relevant to your success

 Room type

Nights Standard Room Suite

1 Low Medium2 Low Medium3 Medium High4 Medium High5 High High

Contribution to revenue based on booking dimensions

#3 – Look at the data provided by the industry

#4 – Map business KPI’s with industry KPI’sGoal – Determine how to optimize your marketing acquisition by analyzing your users.

Action - Recreate the segments ‘low’, ‘medium’ and ‘high’ in Google Analytics, based on the information captured, in the form of Custom Dimensions.

This will allow us to take the following actions:

1. Identify sources of traffic for each segment2. Define user behavior for each segment on-site3. Get them back if they don’t buy immediately

#5 – Implement

#1 - Ensure the existing dataLayer values are captured within GTM

#2 - Create new ‘Revenue impact’ variable that leverages existing dataLayer variables + takes into account the revenue table

#3 – Send back the newly created variable to Google Analytics

#5.1 - Ensure the existing dataLayer values are captured within GTM

{nights: '2',room:

'standard room'}

function(){

var roomType = {{dataLayer - room}};var nights = {{dataLayer - nights}};

switch(true) { case roomType == 'standard room' && nights <

3: return 'Low';

case roomType == 'standard room' && nights < 5:

return 'Medium';

case roomType == 'standard room': return 'High';

case roomType == 'suite' && nights < 3: return 'Medium';

case roomType == 'suite': return 'High';

default: return 'Other';}

}

#5.2 – Create ‘Revenue Impact” variable

function(){

var roomType = {{dataLayer - room}};var nights = {{dataLayer - nights}};

switch(true) { case roomType == 'standard room' && nights <

3: return 'Low';

case roomType == 'standard room' && nights < 5:

return 'Medium';

case roomType == 'standard room': return 'High';

case roomType == 'suite' && nights < 3: return 'Medium';

case roomType == 'suite': return 'High';

default: return 'Other';}

}

 Room type

Nights Standard Room Suite

1 Low Medium2 Low Medium3 Medium High4 Medium High5 High High

#5.2 – Create ‘Revenue Impact” variable

#5.3 – Send back the newly created variable to Google Analytics

Google Tag Manager Google Analytics

#6 – Answer your questions1. Identify sources of traffic for each segment

Create a segment for each new custom dimension value ‘low’, ‘medium’, ‘high’ and look at the source/medium report

2. Define user behavior for each segment on-siteCreate a segment for each new custom dimension value ‘low’, ‘medium’, ‘high’ and look at landing pages, site content, events, etc

3. Get them back if they don’t buy immediatelyBuild audiences that include visitors with a ‘high’ potential but didn’t convert and RMKT them

Methodology remarks

• Goal is to explain methodology and GTM capabilities through this example

• This is only one of the ways to do it• Code variations exist, like always• Flexible method – not most rigid

WRAP UP

#1 – Leverage your data

#2 – Define the KPI’s that drive success

#3 – Understand web analytics solutions and KPI’s

#4 – Match, customize and Implement

Start with YOUR organization’s data and adapt industry KPI’s in order to maximizethe tools’ potential for YOUR business:

WRAP UP

#1 – Leverage your data

#2 – Define the KPI’s that drive success

#3 – Understand web analytics solutions and KPI’s

#4 – Match, customize and Implement

Start with YOUR organization’s data and adapt industry KPI’s in order to maximizethe tools’ potential for YOUR business:

Google AnalyticsUSER Conference #GAUCbe