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#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
