Cross device Marketing is a vast and complex subject constantly evolving in which companies and brands are facing numerous challenges and opportunities. If Google Tools presented are no absolute weapon alone, however, they are important elements to be integrated into your global (digital) marketing strategy. Although we can already enjoy the new performance of Enhanced Campaign, it will take a couple of months to fully operate the new features promised by Universal Analytics. That being said, it is important to prepare the ground now in order to be ready to jump tomorrow. Analysis of the cross-device and cross-channel data is definitely a powerfull way to improve the ROI of every kind of business.

1. Cross-device marketing & Google tools
23 May 2013
Brussels.
May 23. 2013
A K-Workshop
hosted by

2. K Company
Customer engagement
Business Intelligence
Business Consulting
Technical solutions
• Customer journey roadmap
• MVT approach
• Content strategy
• Information architecture
• Clickable prototype
• User Testing
• Transmedia and cross canal strategy
• …
• Web analytics
• KPI definition
• Multi source dashboard creation
• CRM Consolidation
• SEM
• Sitecore
• Adobe CQ
• Drupal - Acquia
• Sharepoint
• Alfresco
• Liferay
• Jive / Podio / …
• Change management
• KM 2.0 deployment
• Multi source dashboard creation
• Organic innovation implementation
• Stakeholders management

3. K Workshop #1
First workshop
• Insight on new trends
• Discuss with our clients
Cross device marketing & Google tools
• Cross-channel business needs: Cross device
is a powerful way to attract business
• Google Universal Analytics & Google
Enhanced campaign: 2 new relevant Google
tools
• Questions, closing & lunch (Presentation will
be available on our Slideshare account)

4. Practical information
# of the day
#KWorkshop
Connect with K
contact@k-cy.com
+32 2 880 71 09
@k__company
k-cy.com
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5. Google tools for cross-device marketing
Cross-channel business needs

6. More info?
geoffrey@k-cy.com
be.linkedin.com/in/geoffreylaloux/
Geoffrey Laloux
Lead Business Consultant
K Company - Cronos
KCOMPANY
#Kworkshop

7. At home / office, how many interfaces do
you use to access the internet ?

8. 1, 2, 3, 4…. More ?

9. And tomorow ?

10. • Consumption: additional AND / OR
Concurrently
• Multiple touchpoints and cross canal
customer journey
• We communicate without even knowing it
Touchpoints

11. We use numerous devices, to access
multiples platforms who give us unlimited
contents...
Device 2
Device 3
Device 4
Device 1 Platform
Platform
Platform
Platform
Platform
Platform
Platform
Platform Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content

12. massively cross-channel

13. 2003 – 2012: 5x more
touchpoints
17%
29%47%
1%4% 2%
Offline Earned
Offline Owned
Offline Paid
Online Earned
Online Owned
Online Paid
15%
29%
35%
6%
8%
7%2003
2012

14. A complex analysis
More touchpoints, more interfaces and
more platforms, but also a behavior
which is function of the timing, the
place, the context etc….
Usage by device vs time of the
day (USA)

15. Liste des tâches
More touchpoints, more interfaces and
more platforms, but also a behavior
which is function of the timing, the
place, the context etc….
Usage by device vs time of the day (France)

16. A complex analysis
We use different devices all around the day… and we do
differents things on each device.

17. Use is also dependent on the
USERS age

18. And by country…

19. We prefer some interfaces depending
on the context & purpose.
Everywhere
Speedofaccess
Number 1 to search
information
Number One for online
purchase
(75% of cases)

20. The secret of delivering the
right content at the right time
should be something like:
Content =
User Persona
User
expectations
Time x Context
(Interface +
Platform)

22. The answer is not easy and certainly not
universal… but tools like Google Enhanced
Campaign & Universal analytics may help
marketers to find their way.
You are here…

23. QUESTIONS
 Which content to deliver ?
 When ?
 How this content will be
considered ?
 Which other channel will interact ?
 Which channel will convert ?
 How each channel will perform ?

24. Google tools & cross device marketing
Enhanced campaigns & universal analytics
23 May 2013

25. Ingrid Rennoir
e Business Intelligence consultant
At K Company - Cronos
More info?
ingrid@k-cy.com
be.linkedin.com/in/ingridrennoir

26. Google revolution

27. How many of you use Google Adwords
and/or Google Analytics?

28. Time of day Location Device
Google Enhanced campaign

29. Google Adwords: Search & Display
Source: Google Engage document

30. Less campaigns, more relevance
Source: Google Adwords, Upgrading to Enhanced Campaigns

31. 3 improvement areas
Smarter ads
Performance tools
Advanced reports

32. Powerful tools for multi-device
Time of day Location Device
Source: Google Engage document

33. Bid for display campaign
Time of day Location Device
Sex Interest Age Placements
+

34. Smarter ads for varying user contexts
Personnalised message on mobile | Planified
extensions | Sitelinks extensions
Source: Google Engage document

35. Advanced reports for new
conversion types
Call
Download
Buying in shop
Multi device tracking

36. A search example
Source: Google Engage document

37. A display example
Situation
• Hours: 6:00 – 9:00
• Geo: option for United States
• Interest: decoration, gardening, literature
• Placement: less conversions on decoration sites
• Age: 30/40
Campaign
• +30% between 6:00 and
9:00
Ad group
• Default bid: 1€
• Bi for gardening and
literature sites: 1,50€
• +40% for 30/40
• -50% for decoration sites

38. Goals
• Increase conversions
• Grow visibility by boosting page views and site traffic
• Generate email and phone replies to ads
Approach
• Embraced AdWords enhanced campaigns
• Targeted mobile users for the first time
• Adjusted CPC bid for mobile devices first to +25%, then to +40%
• Migrated 100% of campaigns in French market within one week
Results
• Total conversions increased 34%
• CPA remained stable, even decreasing in some categories
Case: 34% more conversions
thanks to Enhanced Campaigns
Source: Google Engage document

39. Universal Analytics: cross device tracking
made easy

40. Importance of Customer Journey

41. Google Analytics: Classic vs Universal

42. New measurement protocol
Bye bye ga.js, welcome analytics.js
_utma
_utmb
_utmc
_utmz
_ga

43. Simplify feature configuration

44. Session based vs User centric view
Phone Laptop Laptop Tab
Discover First purchase Second purchase Loyalty
Unique visitor 1 Unique visitor 2 Unique visitor 3
Classic Analytics

45. Session based vs User centric view
Phone Laptop Laptop Tab
Discover First purchase Second purchase Loyalty
Unique visitor
Customer journey
Universal Analytics

46. Off line: Measurement Protocol
User
Website
PC Tab Smartphone
Shop Call
Universal Analytics

47. Custom dimensions & custom metrics
Source: http://www.youtube.com/watch?v=C27yMQOS8n0
Hacking Universal Analytics - Tying Caffeine to Productivity
by LovesData

48. No Adwords without Analytics
No marketing without tracking tool
No performance without analysis

49. Fundamental changes
Enhanced Campaign
 Diffusion on all devices
 Bid adjustement for mobile
 Same bid strategy for tab and laptop
 Total control of mobile announce
Universal Analytics
 New tracking
 Cross device & cross channel
 Custom dimensions & metrics

50. Time for change is now…
Ready to jump?