web analytics wednesdays melbourne - may 2013 - an introduction to universal analytics

First up… Welcome!

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It’s a short presentation!

Damion Brown

datarunsdeep.com.au

What makes it different?

• Track visitors, not visits• Tracks activity on any web-enabled

device–Website–Mobile app– Internet-connected fridge– Point of sale system

1. Offline Conversions

Campaign Online signup

Instore Purchase

2. Allsorts of Dimensions

• Define a behaviour for your business– Logged-in users– Repeat purchasers– People who select priority shipping– Readers of certain authors

2. Allsorts of Dimensions

• Create filtered profiles around custom dimensions

• Gain a greater accuracy of data!

3. CRM

3. CRM

• People, not visits• Get a bigger sense of how people

engage with us

4. Wider Advanced Segments• They used to be session-based...– Arrived on category page– Located in Sydney– Using an iPad

4. Wider Advanced Segments• ...now they are multi-session!– Located in Sydney– Using an iPad– First touch is Facebook– Second visit email signup– Third visit shopping cart...

5. Individual & Personal Activity

Simple as that?

Not quite

• Not a true “upgrade” to regular GA• It’s beta• Run both side by side• Use Tag Manager to consolidate your

tags• Prepare for 5-10% mismatch in data

Big deal?

• New ways of tracking users, new ways of optimising experiences

• Data is more interconnected• More fun stuff for us to play with!

was that short enough?

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#wawmelb