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8/4/2019 1 John Keynote

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Re-thinkingMeasurementand Attribution

John JersinProduct Manger, Google


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Background

The mobile internet is todays main driver of growth in timespent online.

Its rapid adaptation by consumers will offer opportunities to

establish significant revenue streams. Gaining deep insight into usage patterns

provides the base and starting point of offeringproducts, services as well as information satisfyingtrue customer demands.

In the last 15 months...


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Background





Users in Southeast Asia


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A quick look at data

All data is from sites opted in to sharing dataAll data is about users from the countries listed


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Source: Google Analytics Benchmarking Data (Feb 2011)

Goal Conversion Rates (Nov 2010 Feb 2011)


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Google Confidential and Proprietary

YoY Change: Goal Conversion Rates



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General Observations

Website owners are not taking steps toimprove the efficiency at which they converttheir traffic. There are significant ROI gains tobe made by investing effort in conversion

optimisation.


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Background



establish significant revenue streams. Gaining deep insight into usage patternsprovides the base and starting point of offeringproducts, services as well as information satisfyingtrue customer demands.

What about site engagement?


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Pages/Visit (Nov 2010 Feb 2011)


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YoY Change: Pages/Visit



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YoY Change: Average Time on Site



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General Observations

Across most markets, there has been a drop inthe average time on site and pages per visit.Consumers are becoming less engaged in thecontent. Thus there is an urgent need to make

your messaging more efficient on the site andshorten your purchase/conversion funnels.


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Agenda

1 New robust and flexible platform (GA v5)

2 Powerful new ROI analysis (Multi-Channel Funnels)

3 Mobile tracking and reporting

4 Social Plugin Analytics

5 What you can do right now!


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Background



establish significant revenue streams. Gaining deep insight into usage patternsprovides the base and starting point of offeringproducts, services as well as information satisfyingtrue customer demands.

The face of web analytics ischanging...


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Google Analytics v5

1 Easier to get the data you want2 Greater analytical flexibility3 Ready for future features and integrations


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A new platform


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A new platform

New backend pipeline New data storage systems New middle tier components

The web changes rapidly. With Analytics, you'll be ready for it.


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Background

Multi-Channel Funnel ReportsPowerful new ROI analysis

Measurement challenge: many touch points


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ISSUE

Source: InfoTrends, October 2010

Most marketers today rely on 3-5

marketing touchesper campaign

Measurement challenge: many touch points

Measuring the last click just isnt enough


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3/23/11 Conversion

Direct

Measuring the last click just isn t enough

Direct

GooglePPC

GooglePPC

You need to see the whole story


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3/23/113/19/11 Conversion

Direct

GooglePPC

GooglePPC

3/15/113/11/11

EmailGoogleOrganic

YahooOrganic

GoogleDisplay

Twitter GoogleOrganic

NYTReferral

You need to see the whole story

Each report provides a unique set of insights


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Overview

p p q gwhich are quickly accessible and actionable

Assisted Conversions

Path Length

Time Lag

Top Paths

Multi-Channel Funnels tells the whole story


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Multi Channel Funnels tells the whole story

Customers around the world are benefiting from this insight

One of the first global case studies.Achieved big win in conversionsthrough new insights from Multi-Channel Funnels.


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Background The mobile internet is todays main driver of growth in time

spent online. Its rapid adaptation by consumers will offer opportunities to



The digital media is evolving.Analytics is too.


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Mobile...

Relevance of the Smartphone


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p

Base: Private smartphone users who use the internet in general, n= 1000; Top-2 boxes Q52: To what extent do you agree to each of these statements? Please answer on a scale from 1 to 5.A "1" means that you completely disagree with the statement a "5" means that you completely agree with the statement.

People love their smartphones.

I don't leave the house without my

smartphone.

I would rather give up my desktop PC thanmy smartphone.

People use lots of apps (20% of people have 50+ apps).

Number of apps owned

Actions Taken on Advertising


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Base: Private smartphone users who use the internet in general and who at least rarely notice advertising, n= 958 Q43: Which of the following actions if any have you taken as a result of seeing a mobile ad of any type on your smartphone?

Mobile users can be reached

Took some action on an advertisement

YesNo

Mobile users convert


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Mobile Tracking


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Conventional javascript

Server-side: php, jsp, asp.net, perl

Android SDK

iOS SDK


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Social...

Social networking is exploding


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Users are engaging in new ways.

Users are engaging in new ways


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Users are engaging in new ways


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Background

Review

Review


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With MCF, Mobile, Social, you now can have a more complete viewthan ever before.This variety of data makes analytics that much more critical tobusiness success.GA is leading the way... make sure you are ready.


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Background

Are you ready for 2012?

Get ready!


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[1] Give GA v5 a spin[2] Prepare for Multi-Channel Funnels by setting up goals ande-commerce transactions[3] Use Multi-Channel Funnels to evaluate your performance at allstages of the visitor intent funnel[4] Start tracking your mobile presence on sites and apps[5] Start tracking social interactions to understand how your usersengage


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THANK YOU

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