The Anatomy of Great Analytics

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1 The Anatomy of Great Analytics Stockholm / / Alexander Bergqvist

2 Alexander Bergqvist Sr. Analytics Consultant Klikki AB 7+ years of experience in digital marketing and analytics

3 Consulting company and Market Leader within Digital Marketing Part of Nordic Morning Group, employing 800 communications professionals Revenue of 25 million and 70 employees Services Paid Media Optimization (SEM, Programmatic Display, Video), Owned Media Optimization (SEO, CRO) Data, Insights & Marketing Technology Google Certified Partner and Google Analytics Premium Reseller KliKKi exists to help large advertisers and brands transform their marketing. We have since the beginning, been focusing on three main pillars: 1) Nordic Presence and Global reach. 2) Full service offering within digital marketing transformation. 3) Senior team and a vast experience in helping large multi-service and multi-market clients

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6 Back in 2008

7 (c) Copyright KliKKi AB It is forbidden to copy this report in any manner. For permissions please contact KliKKi at

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10 Large business Small business Digital, data driven marketing Digital, data driven marketing

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13 What about today? (c) Copyright KliKKi AB It is forbidden to copy this report in any manner. For permissions please contact KliKKi at

14 Bot Filtering 2014 Will exclude known bot traffic from their web properties when checked in management UI Display Advertising on UA Q Allows users to use Display Advertising Features within UA. These include Remarketing, GDN Impression Reporting, DCM Integration, and Demographics and Interest Reporting More Remarketing Betas Q Follow link in column A Diagnostics Q Simple, easy to use tool that helps identify & resolve data quality & usability issues Management API Q New API will allow users to manage properties, profiles and goals (not accounts) Related Products Q Uses your Ecomm transaction dataset to generate a list of related products per product Unsampled Report Request API Q Requesting unsampled reports through an API In-Page Analytics Q Chrome Extension that allows you to seehow customers interact withyour web pages, including what they click and don t click Custom Aggregates Q Allows youto create custom reports that will be pre-aggregated (e.g.: unsampled) DoubleClick Integration Q In pilot mode, so it's confidential but working. Enhancened Ecommerce Q Provides enhanced capabilities to analyze user shopping behavior and detailed product performance Roll-up Reporting Q Oversee how all of your business sites (apps) are performing in aggregate AdWords Bulk Linking Q Link your Analytics account to many AdWords accounts in bulk Mixed Profiles Q Unifies both sets of data so they can be sent from the same tracking code, so they can appear in the same view (profile), and use the same name consistently throughout the product Google Analytics for AdMob Q Allows App developers to view Google Analytics data associated with their App from within the AdMob UI TrueV iew Reporting Q New report which displays AdWords for Video-specific metrics alongside GA metrics User ID Control Q The v1 platform for multi-device tracking & using your own Customer ID. Unified Segmentation Q Create multi-session, user segments. Advertiser Reporting for App Views Q Provide app developers with insights into how their acquisition campaigns are doing, and the kind of users they are driving to install their app Content Grouping Q Group your content into clusters Real Time Events & Conversions Q See event and conversion data coming into GA in near real time Data Driven Attribution Q Provides an algorithmic model for distributing conversion credit across multiple touch points UA Migration Support Q Allows users to choose to migrate from the legacy GA processing pipeline to the new UA processing pipeline Google Play Referral Flow Q Provide a new acquisition report that displays impressions and downloads data from Google Play Marketplace Analytics Academy Q New online courses and learning platform for Google Analytics GTM Auto Event Tracking Q Addtracking events to user events on a page without having to modify the site's code Audience Reporting Q New Audience reporting that integrates age, gender, and interest categories into GA Dimension Widening Q Upload new dimensions of data, connect it to existing dimensions (lookup tables) ABC Reports Q New channel grouping & update to Traffic Sources reports. GDN Impressions in MCF Q Impressions for GDN display & rich media ads in MCF conversion paths Wildfire + GA Integration Q Wildfire (Social Campaign Manager) will reveal a killer integration with GA. Webinars MCF Improvements Q Cost Data (AdWords & other) integration, plus 90-day customizable lookback window Attribution Modeling Q Custom attribution models for MCF Access Controls Q New, more granular hierarchy for granting access. Universal Analytics Q Migration path from ga.js to analytics.js coming later in 2013 Google Drive Integration Q Custom Dimensions & Metrics Custom Dimensions & Metrics Q Availablewithin Universal Analytics Cost Data Upload Q Upload cost & click data for all your paid traffic sources into GA Improved Link-ID Attribution Q Ableto differentiate the twolinks that both point to the same place Mobile App SDK Update Q Apps treated as a "first-class citizen", with a unique sign-up flow & report suite Unsampled Report Expansion Q Will increase sample from 75,000,000 to 100,000,000 visits Feature updates in Google Analytics since 2011 Saved Reports Q Save a particular report configuration (including any analysis tools) Multi Currency Q New variable in e-comm tracking to handle multiple currencies Event / Screen Mix in Flow Viz Q Only available to the new mobile app SDK testers Remarketing Q Remarket in AdWords based on GA segments Google Tag Manager Q GTM Specialization availble on GTM Portal page Browser Size Q Shows you where the "fold" is for different browser dimensions Content Experiments Q New Website Optimization icon will replace GWOCP badges Social Analytics Q Making social accountable Unsampled Report Expansion Q Now uses a sample of 75,000,000 visits (up from 50,000,000) New Interface Q Weare still looking for bugs and missing features. Report them here. Report Calculation Tool Q Control the sample size, allows faster custom report requests Report Caching Q Caches report data so it loads quickly when checking it multiple times per session Flow Visualization Q Visual representation of how visitors navigate RealTime Q New & active visitors, in real-time Unsampled Report Expansion Q Can now download 3,000,000 rows per report (up from 1,000,000 at launch) Webmaster Tools Integration Q WMT reports in the GA interface Multi-Channel Funnels Q Measure how visitors interact with multiple media channels before converting Social Plugin Tracking

15 74 tags

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17 Average adult smartphone usage: 264 times a day Source: IPA, The Power of Passive Data

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19 (c) Copyright KliKKi AB It is forbidden to copy this report in any manner. For permissions please contact KliKKi at

20 More complex user behavior More advanced tools More data available to analyze More reliance on digital marketing More technology driven media optimization

21 Digital Analytics in 2015 Web Analytics in 2008

22 The Anatomy of Great Analytics A model that encapsulates everything that is analytics.

23 Everything should be made as simple as possible, but not simpler -Albert Einstein

24 Measurement Analysis Decisions Rather than pushing data through these three steps in the process it s about pulling the right data through by asking the right questions in the decisions stage.

25 Decisions Digital Strategy Visualization KPIs Content planning UX & design Media optimization CRO

26 Analysis Decisions Purchase funnel analysis Regression analysis Attribution modelling Segmentation Clustering Cross device browsing

27 Measurement Analysis Decisions Tag management Marketing technology Data integration

28 Measurement Analysis Decisions Data integration Media mix modelling Channel strategy Maturity Campaign tagging and cross device tracking Attribution modelling Budget allocation Page tagging Visitor behavior analysis Landing page optimization

29 The Anatomy of Great Analytics: Measurement Analysis Decisions Make better Decisions though relevant Analysis and accurate Measurement

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