The Anatomy of Great Analytics Stockholm / 2015-08-26 / Alexander Bergqvist
Alexander Bergqvist Sr. Analytics Consultant Klikki AB 7+ years of experience in digital marketing and analytics Twitter: @AlexanderBergq
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
Back in 2008
(c) Copyright KliKKi AB 2014. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com
Large business Small business Digital, data driven marketing Digital, data driven marketing
What about today? (c) Copyright KliKKi AB 2014. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com
Bot Filtering 2014 Will exclude known bot traffic from their web properties when checked in management UI Display Advertising on UA Q2 2014 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 Q2 2014 Follow link in column A Diagnostics Q2 2014 Simple, easy to use tool that helps identify & resolve data quality & usability issues Management API Q1 2014 New API will allow users to manage properties, profiles and goals (not accounts) Related Products Q2 2014 Uses your Ecomm transaction dataset to generate a list of related products per product Unsampled Report Request API Q2 2014 Requesting unsampled reports through an API In-Page Analytics Q2 2014 Chrome Extension that allows you to seehow customers interact withyour web pages, including what they click and don t click Custom Aggregates Q2 2014 Allows youto create custom reports that will be pre-aggregated (e.g.: unsampled) DoubleClick Integration Q2 2014 In pilot mode, so it's confidential but working. Enhancened Ecommerce Q2 2014 Provides enhanced capabilities to analyze user shopping behavior and detailed product performance Roll-up Reporting Q2 2014 Oversee how all of your business sites (apps) are performing in aggregate AdWords Bulk Linking Q2 2014 Link your Analytics account to many AdWords accounts in bulk Mixed Profiles Q2 2014 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 Q2 2014 Allows App developers to view Google Analytics data associated with their App from within the AdMob UI TrueV iew Reporting Q2 2014 New report which displays AdWords for Video-specific metrics alongside GA metrics User ID Control Q2 2014 The v1 platform for multi-device tracking & using your own Customer ID. Unified Segmentation Q4 2013 Create multi-session, user segments. Advertiser Reporting for App Views Q1 2014 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 Q4 2013 Group your content into clusters Real Time Events & Conversions Q4 2013 See event and conversion data coming into GA in near real time Data Driven Attribution Q3 2013 Provides an algorithmic model for distributing conversion credit across multiple touch points UA Migration Support Q4 2013 Allows users to choose to migrate from the legacy GA processing pipeline to the new UA processing pipeline Google Play Referral Flow Q3 2013 Provide a new acquisition report that displays impressions and downloads data from Google Play Marketplace Analytics Academy Q3 2013 New online courses and learning platform for Google Analytics GTM Auto Event Tracking Q3 2013 Addtracking events to user events on a page without having to modify the site's code Audience Reporting Q3 2013 New Audience reporting that integrates age, gender, and interest categories into GA Dimension Widening Q3 2013 Upload new dimensions of data, connect it to existing dimensions (lookup tables) ABC Reports Q2 2013 New channel grouping & update to Traffic Sources reports. GDN Impressions in MCF Q2 2013 Impressions for GDN display & rich media ads in MCF conversion paths Wildfire + GA Integration Q3 2013 Wildfire (Social Campaign Manager) will reveal a killer integration with GA. Webinars MCF Improvements Q2 2013 Cost Data (AdWords & other) integration, plus 90-day customizable lookback window Attribution Modeling Q2 2013 Custom attribution models for MCF Access Controls Q3 2013 New, more granular hierarchy for granting access. Universal Analytics Q2 2013 Migration path from ga.js to analytics.js coming later in 2013 Google Drive Integration Q1 2013 Custom Dimensions & Metrics Custom Dimensions & Metrics Q1 2013 Availablewithin Universal Analytics Cost Data Upload Q4 2012 Upload cost & click data for all your paid traffic sources into GA Improved Link-ID Attribution Q4 2012 Ableto differentiate the twolinks that both point to the same place Mobile App SDK Update Q3 2012 Apps treated as a "first-class citizen", with a unique sign-up flow & report suite Unsampled Report Expansion Q3 2012 Will increase sample from 75,000,000 to 100,000,000 visits Feature updates in Google Analytics since 2011 Saved Reports Q4 2012 Save a particular report configuration (including any analysis tools) Multi Currency Q1 2013 New variable in e-comm tracking to handle multiple currencies Event / Screen Mix in Flow Viz Q4 2012 Only available to the new mobile app SDK testers Remarketing Q3 2012 Remarket in AdWords based on GA segments Google Tag Manager Q4 2012 GTM Specialization availble on GTM Portal page Browser Size Q2 2012 Shows you where the "fold" is for different browser dimensions Content Experiments Q2 2012 New Website Optimization icon will replace GWOCP badges Social Analytics Q1 2012 Making social accountable Unsampled Report Expansion Q1 2012 Now uses a sample of 75,000,000 visits (up from 50,000,000) New Interface Q2 2012 Weare still looking for bugs and missing features. Report them here. Report Calculation Tool Q1 2012 Control the sample size, allows faster custom report requests Report Caching Q1 2012 Caches report data so it loads quickly when checking it multiple times per session Flow Visualization Q4 2011 Visual representation of how visitors navigate RealTime Q4 2011 New & active visitors, in real-time Unsampled Report Expansion Q4 2011 Can now download 3,000,000 rows per report (up from 1,000,000 at launch) Webmaster Tools Integration Q4 2011 WMT reports in the GA interface Multi-Channel Funnels Q3 2011 Measure how visitors interact with multiple media channels before converting Social Plugin Tracking
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Average adult smartphone usage: 264 times a day Source: IPA, The Power of Passive Data 2015-05-13
(c) Copyright KliKKi AB 2014. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com
More complex user behavior More advanced tools More data available to analyze More reliance on digital marketing More technology driven media optimization
Digital Analytics in 2015 Web Analytics in 2008
The Anatomy of Great Analytics A model that encapsulates everything that is analytics.
Everything should be made as simple as possible, but not simpler -Albert Einstein
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.
Decisions Digital Strategy Visualization KPIs Content planning UX & design Media optimization CRO
Analysis Decisions Purchase funnel analysis Regression analysis Attribution modelling Segmentation Clustering Cross device browsing
Measurement Analysis Decisions Tag management Marketing technology Data integration
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
The Anatomy of Great Analytics: Measurement Analysis Decisions Make better Decisions though relevant Analysis and accurate Measurement