Google Confidential and Proprietary Google Confidential and Proprietary 1 Make The Most Out Of Your Data
Sep 14, 2014
Google Confidential and ProprietaryGoogle Confidential and Proprietary 1
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!