gauc 2016 - laurence baeten -how to get your analytics fit for affiliation?
TRANSCRIPT
2blue2purple confidential & proprietary
How to get your Analytics fit for Affiliation?
By
@Laubaeten@blue2purple#GAUCbe
4confidential & proprietary
+5 years experience
in Digital
Laurence Baeten
Head of Business
Development
@blue2purple
@Laubaeten@blue2purple#GAUCbe
Feel free to tweet me
blue2purple confidential & proprietary
1 Customer Journey: Get online & offline together
2 How does it work technically?
3 What impact does it have on my business?
4 Translate this to other business models
5 Key Takeaways
5
Agenda
7confidential & proprietary
SourceFacebook, SEA, SEO,..
Advertiser website
Merchant Store
OUT
SALE
GA event
8confidential & proprietary
SourceFacebook, SEA,
SEO,..
Advertiser website
Merchant Store
OUT
SALE
GA event
Advertiser Database
9confidential & proprietary
Advertiser Database
SourceFacebook, SEA,
SEO,..
Advertiser website
Merchant Store
OUT
SALE
Google Analytics
MeasurementProtocol (MP)
Transaction
GA
Event
$$
Cookie with GA session ID
Cookie based report
GA Push
11confidential & proprietary
SourceFacebook, SEA, SEO,..
Advertiser website
Merchant Store
OUT
SALE
GA Event
12confidential & proprietary
Event tracking replaced by eCommerce tracking
Merchant storeProduct name,
XXX€ ,
12345678-9 ,
advwebsite.com
12a3bcde-4f56-789g-01hi-j2k3lmn45o67’
1234567890Merchant store
xx
13confidential & proprietary
Advertiser Database
Google Analytics
SourceFacebook, SEA,
SEO,..
Advertiser website
Merchant Store
OUT
SALE
MeasurementProtocol (MP)
Transaction
Cookie based report
Cookie with GA session ID
GA
Event
$$GA
Push
14confidential & proprietary
Cookie with GA session ID
12345678-9 ,
advwebsite.com
12a3bcde-4f56-789g-01hi-j2k3lmn45o67’
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Transaction Push to GA via Measurement Protocol
1234567890Merchant store’xx’
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Hit Builder
Step 1: https://developers.google.com/analytics/devguides/collection/protocol/v1/devguide#overview
Step 2: https://ga-dev-tools.appspot.com/hit-builder/
Step 3: https://developers.google.com/analytics/devguides/collection/protocol/v1/parameters#top_of_page
confidential & proprietary
23
Doubled value per click
Clear view on top products that are actually sold Opportunity: push best selling
Identification of Top Merchant stores
Optimize website UX in order to make sessions more profitable
Business Impact & Opportunities
24confidential & proprietary
Attribution modeling
Advertiser Database
Google Analytics
SourceFacebook, SEA,
SEO,..
Advertiser website
Merchant Store
OUT
SALE
MeasurementProtocol (MP)
Transaction
Cookie based report
Cookie with GA session ID
GAEvent
$$
Last ClickFirst Click
25confidential & proprietary
Source 1 Source 2 Source 3 Direct0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Transactions
Last click
26confidential & proprietary
Advertiser Database
Google Analytics
SourceFacebook, SEA,
SEO,..
Advertiser website
Merchant Store
OUT
SALE
MeasurementProtocol (MP)
Transaction
Cookie based report
Cookie with GA session ID
!
Last ClickFirst Click
GAEvent
$$
27confidential & proprietary
Source 1 Source 2 Source 3 Direct0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Transactions
Last non direct click
30confidential & proprietary
This data was crossed with # coupons used
Customers in Store
ACTION 2ACTION
3ACTION 1
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Conclusion
• Track customers not sessions• Find in what way you can link online to offline
– Cookie GA ID– Customer card– Promotional code– …
• Push your data back into analytics• Optimize accordingly
32
blue2purple confidential & proprietary
Laurence BaetenHead of Business Development
+32 472 94 11 [email protected]
Thank You !
@Laubaeten@blue2purple#GAUCbe