updating your analytics toolbox: measurement solutions for 2014

NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R YNINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y

Updating Your Analytics Toolbox

July 25, 2014

Buzz Event

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Today:

We will provide an update of new and upgraded measurement tools that you need to measure marketing effectiveness.

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Today’s PresentersLuke SchlegelDirector of Analytics• M.B.A. from The Carlson School of Management • B.A. in Economics from Carleton College

Client Work includes:• Home improvement• Medical devices• Spirits• Footwear• Non-profits• Travel

Lizzy WilkinsSenior Data Scientist • B.A. in Cognitive & Linguistic Science and Italian

Studies from Wellesley College• Researched at MIT Media Lab in the Cognitive

Machines Group• Studied in the MIT Comparative Media Studies

program

Client Work includes:• Health and fitness• Home furnishings• Consumer-packaged goods• Medical devices• Tax Services• Education• Non-profits• Quick-service restaurants

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AGENDA

• Changes and Updates to Google Analytics– Universal Analytics– New and Improved Functionality

• Tag Management Tools– What Are They?– Why Should You Be Using Them?

• Mobile App Analytics • Call Tracking

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Google Analytics

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Universal Analytics (UA)

A Google Analytics update that alters the way that data is collected and organized, allowing for a better understanding of how users interact with content

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Universal Analytics History

October 2012• Launched

into private beta

March 2013• Available in

public beta

April 2014• Out of beta

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Universal Analytics: Today’s Standard

• Includes support for all legacy features of Google Analytics– Including remarketing which prevented us

from recommending implementation in the past

• We are encouraging clients to begin planning the upgrade– The upgrade does require new code to be

deployed across a site and careful planning– New product features are going to be

focused on Universal Analytics

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Universal Analytics: Key Features• Connect users across devices,

sessions, and engagement data with the User ID

• More simplified cross domain tracking using Referral Exclusion

• Adjustable session and tracking cookie timeout settings

• Custom dimensions and custom metrics collect data that are unique to your business

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• The Measurement Protocol is a set of rules which Google Analytics uses to collect data across any device or system.

• This means you can now send data from call center systems, point of sale systems, car computers, washing machines, etc.

Universal Analytics Feature: Measurement Protocol

Raw User Interaction Data Google Analytics Servers

HTTP Request from

Developers

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Google Analytics Updates: Data Integration

• Google Analytics supports data integrations from multiple sources.– Content data (metadata related to

authorship and subject)– Product data (reduces the amount of

ecommerce data you need to send to GA servers)

– E-commerce refund data– Cost data (from paid search, display,

non-Google media campaigns)

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NHI Cost Importation Tool

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Enhanced E-Commerce

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Google Analytics Update: Enhanced E-Commerce

• Builds on Universal Analytics’ user-centered view

• Tracks user activity throughout the website journey such as:– Clicks on a product links– Product detail page views– Impressions and clicks on internal promotions– Adding/removing a product from a shopping

cart– Initiating the of the checkout process–Order returns and refunds (through a data

upload)

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Enhanced E-Commerce Sample Report

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Content Grouping

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Content Grouping

• Content Grouping is a way to segment your data by the types of page/content on your site– Group content according

to important website natural groupings within a hierarchy

• Provides straightforward understanding how content drive actions and conversions

Content Grouping

Content Group

Content Group

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Content Grouping Organization

• Google Analytics allows up to five content groupings with unlimited groups within each.

Bedroom

Mattresses

Bed Frames

Informational

Cost Saving

Eco-friendly

Easy Installation

Product ExampleFocus: E-Commerce

Content ExampleFocus: Brand Engagement

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Content Groupings: Provide additional content level insights

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Content Groupings: Implementation

Implementation Options

Modify the tracking code

for each page or screen you want

to group

Use regular expressions to

extract the grouping from the

URL

Create rules to group content

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Channel Groupings

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Channel Groupings

• The same concept as content groupings, but used within the acquisition reports– Similar but unique from

source/medium dimensions

• Default view for many of the acquisition reports, and the default is customizable

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Channel Groupings: Use Cases

• Extends analysis beyond the source/medium

• We have used it to group traffic by:– Referrals from parent organizations– Direct mail campaigns– Out-of-home ads– Paid social traffic– RSS feeds

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Attribution Models

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Attribution Models• A rule/set of rules that determine how credit for

conversions is assigned to events in the conversion path• Allows…

– For the creation of models that give more weight to certain steps in the conversion path

– For comparison of models to understand return on advertising investments

– For better budget allocation across marketing channels

Linear

Weighted

First Click

Time Decay

0% 20% 40% 60% 80% 100%

PaidDisplayOrganicSocial

Mo

de

l T

yp

es

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Attribution Models

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Custom Attribution Model Creation

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Tag Management Solutions

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You want to upgrade to Universal Analytics but…

• your development team is busy.• you are still waiting for completion of

the last implementation.• your marking requests are always

de-prioritized in favor of operations requests.

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Consider A Tag Management Solution

• Instead of placing individual and unique tags across a website, you can use a single container.

• New tags can be added and deployed with minimal programming experience using a web interface.

• Limits the need for onclick tags across the website

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Tag Management Interface

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Tag Manager: Becoming the Standard

• Analytics packages are expanding to tag management– Google Tag

Manager– Adobe Dynamic

Tag Manager

• Stand-alone Tag Management Products– Tealium

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Tag Management Considerations

• Implementing a tag management tool should be considered when you are looking to upgrade your analytics platform.

• Additional coding may be needed on certain pages to make information available

• A governance and quality assurance policy should be developed and should be followed.

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Mobile App Analytics

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Flurry Analytics

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Why Use Flurry?

• Use if your primary key performance indicator is brand awareness or engagement

• Flurry has two “wins:”– Robust audience measurement capabilities– Benchmarks against industry/app vertical averages

• Display ad opportunities at scale

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Return Rate (Repeat Engagement)

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Audience Measurement Across Apps

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Interest by Sessions/New Users

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User Acquisition

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Pathing

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Conversion Funnels

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Google Mobile App Analytics

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Why use Google Mobile App Analytics?

• Better reporting on e-commerce• Integrates with AdWords allowing

referral source reporting • Integrates with other Google tools

and Google Analytics views• Measures across devices

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New Feature: Active Users

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Recency

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Plays Nicely with Other Google Products

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Pathing

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Call Tracking

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Call Tracking

• Unique numbers assigned and displayed on the site assigned by– Channel– User

• Identify the source of phone leads– Organic versus paid

• Localized phone numbers create an enhanced user experience

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Implementations

• Adding a single piece of JavaScript to the website can generate unique phone numbers

• When calls are initiated, a postback to Google Analytics (another analytics package) occurs, recording the source of the call.

• Costs are based on the number of phone numbers needed and call volume

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Key Takeaways

• If you are a Google Analytics user, begin planning a migration and an upgrade to Universal Analytics.

• Utilize features such as channel and content groupings to make your data easier to use.

• Implement call tracking to measure the full impact of your website and your digital media.

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Thank youFor more information on how to

update your analytics toolbox, visit NinaHale.com.

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