Next Generation Google Analytics:Smarter measurement = smarter marketing.

Dara FitzgeraldHead of Insightwww.freshegg.com 0845 373 1077

What are we doing wrong?

• Not every visit is equal, so why do we treat them like they are?

• Users don’t just visit once and convert so why do we act like they do?

• Customers don’t only convert once so why do we measure them like they do?

• Why are we so obsessed with the last click?

Session siloes.

Visit 1

Session siloes.

Visit 1 Visit 2

Session siloes.

Visit 1 Visit 2 Visit 2Visit 3

Multi-channel customer journey.

Sale is credited back to last source – model is flawed!

Last click 100%

Introducer 0%

Influencers 0%

Offline purchases.

Online Telephone Store

First purchase Second purchase Third purchase

Multi-device environment.

A single user

Tracked as 3 visits from 3 visitors!

How can we do it better?

• User segmentation for multi-session analysis

• Universal Analytics for offline data and life-time value

• Attribution for more credit smarter marketing

• Remarketing for the ones that got away

User segmentation.

[visit]

User segmentation.

£30 £30

[Visit: Rev > £25]

User segmentation.

£30

£20

£50

User segmentation.

[visitor]

User segmentation.

£30

[User: Rev ≥ £100]

£30

£20

Which user segments are more valuable over multiple sessions?

£50

Universal Analytics.

Universal Analytics.

• Improve lead generation: Sync offline and online data

• Define your own dimensions & custom metrics

• Track users more reliably across multiple devices • Use the Measurement Protocol to push data to GA from any

internet enabled device >>>

Universal Analytics.

Measurement Protocol.

Multi-Channel Funnels.

Multi-Channel Funnels. Non-brand contribution

Attribution Modelling Tool.

LinearCredit split evenly across the entire conversion path.

Time DecayCredit reduces back from the point of conversion.

Position BasedFirst & last click heavily weighted; remainder split in the middle.

Remarketing via GA.

Remarketing via GA.

• Trial Universal Analytics – this is in BETA so more to follow!

• Analyse cross-session behaviour with user segmentation

• Use MCF and Attribution Modelling Tool to understand paths to conversion and full channel contribution

• Run remarketing campaigns based on visitor data from GA

• Start the move from single visit metrics to Lifetime Value

Summary.

A final thought…

Courtesy of www.notprovidedcount.com

And a quick plug…Come to the Fresh Egg stand to register for a free beta trial of the not provided tool.

Thank You!Dara FitzgeraldHead of Insightwww.freshegg.com0845 373 1077