endouble kennissessie analytics 2.0
Post on 22-Jan-2018
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Analytics knowledge session 2.0
LET'S FIND THE WHY BEHIND THE HIRE
0. Introduction
1. Short discussion & goals
2. Google Analytics reporting & extending data
➡ Applicant journey
➡ Custom channel grouping
➡ Custom dimension, custom metrics & calculated metrics
➡ Measurement protocol
➡ Custom reports & Segments
3. Analytics assessment & discussion
4. Questions
Agenda
CHAPTER
0 Introduction
➡ Me
◆ Analytics specialist: Richard Jonkhof
◆ 6 years online marketing in recruitment
◆ Almost 3 years @ Endouble
➡ You?
Introduction
CHAPTER
1 Analytics discussion
What data are you currently missing?
Are we able to get this data?&
Are we able to tie the data together?
What insights would you like to get from your
data?How does a specific target group behave on my website? And how does it compare
to other groups?In what step of the application process did a candidate drop
of for a specific vacancy?
Which source led to a hire? And what
was this candidate's behavior before he
applied?
ATS data in combination with website data
Hires etc.
Visits divided into target
groups
How does an individual job
seeker behave across multiple
devices?
Data about the same user using multiple
devices
Applicant funnel data per vacancy
➡ Give more insights in the possibilities of Google Analytics
◆ Get familiar with these possibilities
◆ Try to answer the questions from the discussions/provide you with a solution for
your question
➡ Send you home with a satisfied feeling that a lot of questions can be answered
Goals of this session
CHAPTER
2 Talent acquisition measurement
Measuring the talent acquisition process
➡ On site data: Google Analytics
➡ Off site data:
◆ Connect your systems to Google Analytics
◆ Import (advertising) data into Google analytics
➡ On site behavior: Optimisation session
◆ How to improve it
➡ Off site behavior: The next big thing
◆ We would like to think/discuss with you
Talent acquisition measurement
On-site data I Google Analytics
Visitor
Search for job
Job detail view
Start application
Thank you
The sources
The funnel
Measure on site data | Basics
➡ Traffic sources
➡ Applications
➡ Funnels & drop-offs
➡ Behavior
On-site data I Google Analytics
Custom channel grouping
On-site data I Google Analytics
Measure applications per vacancy | E-commerce
➡ Classic e-commerce
◆ 3 vacancy dimensions:
● Title
● Category
● SKU
◆ Overall conversion rate
On-site data I Google Analytics
Measure application funnel per vacancy | Enhanced e-commerce
➡ Which vacancy are shown on vacancy overview (incl. position)
➡ Amount of saved/favourited actions per vacancy
➡ Amount of vacancy detail visits per vacancy
➡ Amount of applications (and start applications)
On-site data I Google Analytics
On-site data I Google Analytics
On-site data I Google Analytics
On-site data I Google Analytics
Custom metrics & custom dimensions
Define your own extra set of dimensions
Measure your own extra metrics
Metrics & Dimensions
Custom
On-site data I Google Analytics
Custom definitions
➡ Metric is a number which is used to measure one of the
characteristics of a dimension
➡ Through custom metrics & dimensions you can add data which
Google analytics does not automatically collect
➡ Define custom metrics/dimensions on property level
➡ Max 20 custom metrics & dimensions per property
(200 for premium/360)
On-site data I Google Analytics
Custom metrics
➡ Name is the metric name that appears in your reports
➡ Scope
◆ Hit is a metric based on a action/change
◆ Product is a metric connected to a specific product
➡ Formatting type:
◆ Integer is a whole number
◆ Currency is a decimal number
◆ Time is number of seconds (but it appears as HH:MM:SS)
On-site data I Google Analytics
Measure site interactions | Events vs Custom metrics
➡ Video views, button clicks, tools/features used
➡ Easy to combine with dimensions in custom reports
On-site data I Google Analytics
Custom dimensions
➡ Name is the dimension name that appears in your reports
➡ Scope
◆ Hit
◆ Session
◆ User
◆ Product
On-site data I Google Analytics
➡ Hit
➡ Session
➡ User
On-site data I Google Analytics
Measure site behavior per audience | Custom dimensions
➡ Divide visitors into audiences - based on their behavior
On-site data I Google Analytics
Extending enhanced e-commerce | Product Custom dimensions
➡ Add custom dimension to products
◆ Vacancy text length
◆ Publication date
◆ Recruiter name
◆ Hiring manager name
On-site data I Google Analytics
Calculate your own metrics | Calculated metrics
➡ Use standard and/or custom metrics to calculate new metrics
◆ plus
◆ minus
◆ divide
◆ multiply
➡ Max 5 per view
On-site data I Google Analytics
Calculated metrics
On-site data I Google Analytics
Measure off-site data
What happens off-site doesn’t stay off-site!
Track data across external platforms
Non Google advertising cost | Import
➡ Import advertising data & cost from external parties using csv
➡ Below custom definitions > property level
➡ Dimension names need to be exact the same as data in GA
Off-site data I Google Analytics
External assessment/match tools | Cross domain or Measurement protocol
➡ Add cross domain tracking script on external tool
➡ Use the measurement protocol to send back external tool interactions
Off-site data I Google Analytics
ATS & Google Analytics | Measurement protocol
➡ Insights in workflow status tied to user website data like
◆ Source / medium
◆ Device
◆ Number of visits
◆ Pages visited
Off-site data I Systems & Google Analytics
ATS data & enhanced e-commerce | Custom metrics
➡ Extend the enhanced e-commerce funnel with product custom metrics
➡ Use calculated metrics for insights in hire rate
Off-site data I Google Analytics
Analysing | Reporting | Segments
Hell yeah now we got the data!
But what do we do with it?
Custom reports
➡ Build your own reports
➡ Combine (custom) dimensions & metrics in new reports
Data analysis I Google Analytics
Custom reports | Clickthrough reports
Data analysis I Google Analytics
Custom reports | Clickthrough reports
Data analysis I Google Analytics
Custom reports | Multi dimension reports
Data analysis I Google Analytics
Custom reports | Multi dimension reports
Data analysis I Google Analytics
Segments
➡ Analyse a specific group of users/sessions
◆ Compare different segments
Data analysis I Google Analytics
Segments
➡ Define by:
◆ Demographics
◆ Technology
◆ Behavior
◆ Date
◆ Source
◆ Ecommerce
◆ Condition
◆ Sequences
Data analysis I Google Analytics
Data analysis I Google Analytics
Data analysis I Google Analytics
CHAPTER
3 Assessment
1. Think of 3 custom dimensions that would be a great addition to your data
2. Think of 3 custom metrics that would be a great addition to your data
3. Think of 2 calculated metrics that would be a great addition to your data
4. How would you use these set of features to improve your data & analysis?
5. Create one custom report showing the (for you) most important metrics per source with
a click through to landing page
6. Create a segment only showing mobile applicants
Assessment I Google Analytics
➡ Are we able to answer your previously stated questions with these features?
➡ What are we still missing?
◆ Can we answer them as well?
Final discussion I Google Analytics
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