Bart de waele - Wijs - Google Analytics Measurements behind the scenes - gabc12

#GABC2012GA Measurements Behind The Scenes

Good morning! I’m Bart.

GOOGLE ANALYTICS MEASUREMENTBehind the scenes

Long live the web!

Everything is measurable.

This is a bulleted list

This is a bulleted list

This is the plan

• Phase 1: collect data

• Phase 2: ?

• Phase 3: Profit

It doesn’t work that way.

Profit

Wanted behaviour

Shape behaviour

Strategic insight

Model

Data

Profit

Wanted behaviour

Shape behaviour

Strategic insight

Model

Data

Profit

Wanted behaviour

Shape behaviour

Strategic insight

Model

Data

This is a bulleted list

Model

One possible model:

scan-behave-focus.

Analyse the question:

• high involvement: scan-behave-focus

• low involvement: scan-focus-behave

(dependent on action/brand)

The Answer: communication• Analysis of the answer using a communication process

model (a.k.a. DAGMAR model) to reach maximum impact

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Local challenges

Challenges

1. Key clients who track all data in separate accounts

2. Key clients who have different KPI’s for different departments

3. Key clients who want to register micro / macro conversions

Solutions

Solutions

1. Concept for cross domain tracking with multiple accounts

2. Concept for standardization of KPI’s

3. Concept for the streamlined implementation of events as micro /

macro conversions using action sets

Implementation

GO ONE!• Challenge: clients who track all data in separate accounts

• Solution: cross domain tracking with multiple accounts

• Implementation @ Partena (next slide)

GO ONE!• Implementation: 1 account / 1 webproperty

GO ONE!

• Implementation: cross domain tracking code for old and new integrated Go One! account

GO ONE!• Implementation: organizing profiles (low involvement)

• SCAN: f.i. thematic sites / pages that attract & build awareness

• FOCUS: f.i. informative sites / pages that orientate

• BEHAVE: f.i. conversion pages / sites that generate leads

GO ONE!• Implementation: organizing profiles

KPI Standards• Challenge: key clients who have different KPI’s for different

departements

• Solution: standardization of KPI’s by means of engagement

• Implementation @ CM/MC (next slide)

KPI Standards• Implementation: organizing KPI’s (high involvement)

• SCAN: f.i. visits, visitors, bounces, media, sources, etc.

• BEHAVE: f.i. pages/visit, time/visit, new/returning visitors, etc.

• FOCUS: f.i. leads, subscriptions, shares, likes, etc.

KPI Standards• Implementation: reporting KPI’s

Micro / macro conversions• Challenge: clients who want to register micro /

macro conversions

• Solution: streamlined implementation of events

as goals using action sets

• Implementation @ Delijn (next slide)

Micro / macro conversions

This is a bulleted list

This is a bulleted list

Data overload

Modelling

Intelligence

Actions

Bart De Waele

@netlash+32 9 335 22 76bart@wijs.be