Top Banner
Google Condential and Proprietary Google Condential and Proprietary 1 Make The Most Out Of Your Data
47

REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Sep 14, 2014

Download

Technology

REMIX Day 2- Data the New Oil-Daniel Waisberg, Analytics Advocate, Google
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary 1

Make The Most Out Of Your Data

Page 2: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary 2

Back in the days…

Page 3: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary 3

Page 4: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary 4

Now!

Page 5: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary 5

Page 6: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary 6

Page 7: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary 7

Page 8: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary 8

Page 9: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary 9

Page 10: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary 10

Page 11: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary 11

Page 12: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary 12

We look at this challenge throughthree lenses of measurement

Holistic Measurement

Full CreditMeasurement

ActiveMeasurement

Page 13: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary 13

Holistic Measurement

Page 14: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary 14

Page 15: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary 15

Non-linear and unpredictable

Awareness

Consideration

Advocacy

Purchase

Evaluation

Page 16: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary 16

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?

Page 17: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary

Full Credit Measurement

Page 18: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary

Page 19: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary

The Customer Journey to Online Purchase

Page 20: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary

The Customer Journey to Online Purchase

goo.gl/wmcaYP

Page 21: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary

Attribution helps solve two key problems

Display Email SearchConversion

ConversionGenericSearch

BrandSearch

BrandSearch

Page 22: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary

Rule based attribution models

Page 23: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary

Data-Driven attribution model (premium)

Page 24: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary

Active Measurement

Page 25: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary

Breaking through data silos

More complete measurement

Smartercampaigns

Inventory Ad Buying

Conversions Offline Customer Data

Page 26: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary

More holistic view of your audience

Cross-platform integration

Attributionmodel

Page 27: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary

We can help!

Page 28: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary

Universal Analytics

Page 29: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary29

Session-based analytics

Discovery LoyalPurchase

Unique Visitor 1 Unique Visitor 3Unique Visitor 2

FirstPurchase

ReturnPurchase

Page 30: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary30

User-centric analytics

Discovery LoyalPurchase

FirstPurchase

ReturnPurchase

Page 31: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary 31

Sequential Screening

Page 32: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary 32

Sequential Screening

Page 33: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary 33

Sequential Screening

Page 34: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary

Measurement Protocol: New Data Collection

Page 35: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary 35

From website and mobile app analytics

Desktop Website

Mobile Web & App

Page 36: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary 36

Desktop Website

Mobile Web & App

To any other digital touch points

Desktop Website

Point of Sale

TV Set-Top Box

Page 37: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

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

Page 38: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary 38

Dimension widening: more data to GA

Page 39: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary 39

Dimension widening: more data to GA

Page 40: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary 40

Upload Cost Data: Centralized Marketing

Page 41: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary 41

Page 42: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary 42

Page 43: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary 43

goo.gl/M8vEbk

Page 44: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary 44

Three Takeaways

1. Use segmentation to understand your customers’ path

Page 45: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary 45

Three Takeaways

1. Use segmentation to understand your customers’ path

2. Check different Attribution Models applied to your data

Page 46: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary 46

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

Page 47: REMIX SUMMIT-Daniel Waisberg, Analytics Advocate, Google

Google Confidential and ProprietaryGoogle Confidential and Proprietary

+Daniel Waisberg@danielwaisberg

Thank you and Happy Analyzing!