@jonoalderson

Jono Alderson

• Head of SEO & Analytics at twentysix

www.jonoalderson.com

jonoalderson@gmail.com

@jonoalderson

@jonoalderson

Universal Analytics & Single User View

@jonoalderson

Big, sexy data

@jonoalderson

Who doesn’t love keyword research?

@jonoalderson

Who’s seen this chart?

@jonoalderson

Multi-touch, multi-channel analytics

@jonoalderson

So what can we do?

@jonoalderson

Why’s this important?

@jonoalderson

Challenges

• Device proliferation

• Defining cookie & session behaviour

• Issues with non-linear content consumption (channel hopping & tabbed browsing)

@jonoalderson

Single Visitor View

Keyword 1 Keyword 2 Keyword 3

Bad decisions!

@jonoalderson

The real power of Universal Analytics

@jonoalderson

Making this happen: Identifying a user

@jonoalderson

1. Get and set the user ID (however you go about getting it)

2. When users complete actions, extract GA data from the GA cookie (ID, campaign parameters, custom dimensions) and pass downstream to CRM/systems

3. When stuff happens in these systems/places (e.g., sales), pass that info back to GA along with the ID

4. Profit

5. PRO TIP: PII

Making this happen.

@jonoalderson

Go further

• Offline sales

• Phone calls. App usage. Account preferences. Billing methods.

• Intermediary actions; Likes, shares, downloads, etc. Microconversions!

• Changes / up-sells / downstream actions; go long!

@jonoalderson

If you’ve no mechanism for collecting user ID…

@jonoalderson

This is now the real world

@jonoalderson

Thinking outside the box• Which terms generate multiple conversions over time?

• How do multi-device visitors behave, and where should your focus be?

• What about…

• Which terms have a higher propensity to be used by people who have children?

• Which terms contribute more when it’s rained in the last three days?

• How do people who travel a lot consume content, and how does this affect conversion?

@jonoalderson

One last challenge…

• Everybody’s website is unique.• Everybody’s business is unique.• Every brand’s real-world technology and digital

infrastructure is different

• There’s no escaping that this needs bespoke development

• …But so few people are doing this at the moment, that it’s worth tackling the hurdles.

@jonoalderson

Who’d like to get really technical?Pro challenge: Use a Server-Side Data Layer

@jonoalderson

Resources• UA implementation

https://developers.google.com/analytics/devguides/collection/analyticsjs/

• “3 cool analytics hacks”http://bit.ly/ua-hacks

• “Using Universal Analytics To Segment By Weather”http://bit.ly/ua-weather

• Extract GA campaign data from cookiehttp://bit.ly/extract-ga

• Use-case support or explorationTalk to me afterwards!

@jonoalderson

Thanks!Any questions?