Published on March 11, 2014
Universal Analytics Measuring User Journeys
Matt Stannard (not provided) @mattstannard My first words were: “Light On” Lovedeep Jassad (not set) @LD_Jassad Has seen Coldplay in concert 18 times Welcome
About This Session • We REALLY tried to avoid too much PowerPoint (and failed!). • You can join in too by tweeting #4PsEDGE • We are going to measure our user “Lovedeep”. • Explain how have we done this? • Talk about a Measurement Plan. • Questions.
Universal Analytics • Universal Analytics is the next iteration of the Google Analytics Product • It is “user” rather than “session” centric. • We can define our own Custom Dimensions and Metrics. • It uses the Measurement Protocol so we are able to send data to it from any source including OFFLINE. • We are going to track Lovedeep, showing his journey initiated by a Radio Advert, through to work and then going to EdgeFest.
Current Challenges Standard Google Analytics Desktop Mobile Tablet Conversion = 3 Visits Tablet credited for the conversion Universal Analytics Desktop Mobile Tablet Conversion = 1 User
Standard Google Analytics • Dimensions and Metrics are defined by Google • This means we need to rely on good coding for URLs, Events etc. • Not all dimensions / metrics may be understandable to a business = confusion. Universal Google Analytics • We can define our own Dimensions (up to 20) • We can define our own Metrics (up to 20) • We can send data to it from the Measurement Protocol! Current Challenges – Dimensions and Metrics • Who knows what a Dimension is? • Who knows what a Metric is?
Tracking Lovedeep Lovedeep hears a Radio Advert for a competition to go to EdgeFest and decides to enter on his laptop before going to work. The URL is Vanity sub domain and so appends our Medium, Source and Campaign parameters for tracking. When Lovedeep enters we assign him a Unique Client Id. http://digitaledge.4psmarketing.com/radio/
Tracking Lovedeep On the way to work, Lovedeep receives an e-mail. Sadly he didn’t win the competition but there is link where he can get Exclusive content. He decides to look at this when he gets to work on his work PC. As the link in the e-mail has a way of identifying the user we can use the ClientId to track the user across devices. Click your e-mail
Tracking Lovedeep At work, Lovedeep signs in to the Exclusive offer portal and see’s that his favourite band “Coldplay” are appearing so he purchases a ticket. As Lovedeep is signed in to the Exclusive area we again can give this Purchase context using the ClientId. http://digialedgucation.4psmarketing.com/exclusive
Tracking Lovedeep Lovedeep receives his ticket which is an RFID. Using the unique code we can lookup Lovedeep’s Client Id and track when he arrives (and even the food and drink he purchases!)
Tracking Lovedeep - Social If we know Lovedeeps Twitter handle (which we asked for) we can also include Tweets in our User Journey. Again, with consideration this could include Facebook / Google+ / Instagram / Pinterest. We’ve been using Universal Analyticsto measure #4PsEdge
How have we done this? • Sorry this bit is a bit word heavy • We’ve identified what we want to measure and how. • We’ve used Universal Analytics (you could use DC Storm, CoreMetrics) • We have an ID Broker – that is a way of getting a single unique ClientId from any online persona. • Implemented the necessary tracking code and tested. • We had a great participant with a love of Coldplay!
Measurement Planning • When was the last time you reviewed your digital measurement? • Do you have a Measurement Plan? • Measurement Planning is key to Digital Analytics. - Identify your Business Objectives - Look at the Strategies and Tactics that support these objectives - Identify your KPIs (what are we measuring) - Determine how you will Segment - Define targets which measure success • Work with your IT team and others, it’s an involving process and the IT team will know whether things can be measured. • Implement!
Summary? • Universal Analytics is User rather than Session Centric. • This allows us to measure true user journeys. • We can use Custom Dimensions and Metrics to record things in our language. • Measurement Planning is key to understand what our objectives are and how we will implement the tracking. • We should regularly review and refine our measurement plan.
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