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 tothe Exclusive offer portal andsee’s that his favourite band“Coldplay” are appearing so hepurchases a ticket.

As Lovedeep is signed in to theExclusive area we again can givethis Purchase context using theClientId.

http://digialedgucation.4psmarketing.com/exclusive

Tracking Lovedeep

Lovedeep receives his ticketwhich is an RFID. Using theunique code we can lookupLovedeep’s Client Id and trackwhen he arrives (and even thefood and drink he purchases!)

Tracking Lovedeep - Social

If we know Lovedeeps Twitterhandle (which we asked for) wecan also include Tweets in ourUser Journey. Again, withconsideration this could includeFacebook / Google+ / Instagram/ Pinterest.

We’ve been using UniversalAnalytics to 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.