web analytics wednesdays melbourne - may 2013 - an introduction to universal analytics
DESCRIPTION
From Web Analytics Wednesdays Melbourne, May 2013. A quick overview on what Universal Analytics means, and where it might end up taking our industry.TRANSCRIPT
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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