Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

Enhanced Ecommerce For Content (SMX München 2015)

4.904 Aufrufe

Veröffentlicht am

The slides from my second talk at SMX München (18 March 2015).

I've used Enhanced Ecommerce, implemented via Google Tag Manager, to analyze the content and user funnels on my website, and how people interact with different pieces of content.

In these slides, I explain the methodology and the reasoning for such an unconventional approach.

It's such a fun experiment, but it also leads to a lot of new insights for content optimization.

Veröffentlicht in: Internet
  • Als Erste(r) kommentieren

Enhanced Ecommerce For Content (SMX München 2015)

  1. 1. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLONETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO CONTENT ANALYSIS SEE YOUR SITE IN TERMS OF FUNNELS SMX Munich, 18th March 2015
  2. 2. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLONETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO SIMO AHAVA @ NetBooster Head of Analytics, Nordics Google Developer Expert 2014-2016 Twitter: @SimoAhava Google+: +SimoAhava #SMX | @SimoAhava www.simoahava.com
  3. 3. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO 3 Respect The Stateless Web AGENDA OVERVIEW #01 Enhanced Ecommerce For Content Implementation Tips #02 #03 #SMX | @SimoAhava
  4. 4. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO RESPECT THE STATELESS WEB #SMX | @SimoAhava
  5. 5. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava The Web is inherently stateless.
  6. 6. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava Things like intent and content efficiency are difficult to unveil in the stateless environment.
  7. 7. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava The life span of a web page ENTRANCE EXIT
  8. 8. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava The life span of a web page ENTRANCE EXIT
  9. 9. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava How do you reliably persist state?
  10. 10. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava Browser cookies?
  11. 11. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava Browser cookies? HTML Storage?
  12. 12. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava document.cookie = 'returning=true'; localStorage.setItem('articlesRead', 3);
  13. 13. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava They offer temporary state only.
  14. 14. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava And they lack the power of server-side computation.
  15. 15. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava But…Google Analytics is stateful!
  16. 16. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava https://developers.google.com/analytics/devguides/platform/customdimsmets
  17. 17. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava Though it has a bully of a sessionization schema. http://www.simoahava.com/analytics/the-schema-conspiracy/
  18. 18. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava Want to overcome the dichotomy of stateless collection vs. arbitrary sessionalization?
  19. 19. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava Here’s an idea: Forget KPIs for a moment.
  20. 20. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava
  21. 21. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO ENHANCED ECOMMERCE FOR CONTENT #SMX | @SimoAhava
  22. 22. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava ”Traditional” Ecommerce Session Entrance Receipt Page
  23. 23. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava ”Traditional” Ecommerce Session Entrance Receipt Page transactionId revenue products 1 conversion
  24. 24. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava Enhanced Ecommerce Session Entrance Receipt Page
  25. 25. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava Enhanced Ecommerce Session Entrance Receipt Page transactionId revenue products 1 conversion
  26. 26. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava Enhanced Ecommerce Session Entrance Receipt Page transactionId revenue products 1 conversion Product impressions
  27. 27. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava Enhanced Ecommerce Session Entrance Receipt Page transactionId revenue products 1 conversion Product impressions Click on impr.
  28. 28. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava Enhanced Ecommerce Session Entrance Receipt Page transactionId revenue products 1 conversion Product impressions Click on impr. View product details
  29. 29. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava Enhanced Ecommerce Session Entrance Receipt Page transactionId revenue products 1 conversion Product impressions Click on impr. View product details Add to cart
  30. 30. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava Enhanced Ecommerce Session Entrance Receipt Page transactionId revenue products 1 conversion Product impressions Click on impr. View product details Add to cart Checkout step 1
  31. 31. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava Enhanced Ecommerce Session Entrance Receipt Page transactionId revenue products 1 conversion Product impressions Click on impr. View product details Add to cart Checkout step 1 Checkout step 2
  32. 32. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava Enhanced Ecommerce Session Entrance Receipt Page transactionId revenue products 1 conversion Product impressions Click on impr. View product details Add to cart Checkout step 1 Checkout step 2 Checkout step 3
  33. 33. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava Enhanced Ecommerce shifts the focus from conversions to the entire journey.
  34. 34. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava Including missed opportunities.
  35. 35. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava 1. Implementation
  36. 36. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava 1. Implementation 2. Activation
  37. 37. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava 1. Implementation 2. Activation 3. New Reports
  38. 38. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava This is very cool for your webstore.
  39. 39. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava
  40. 40. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava It’s infinitely cooler for your content.
  41. 41. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava Shopping Reading Behavior
  42. 42. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava Checkout Behavior Content Engagement
  43. 43. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava Product Article Performance
  44. 44. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava Product Content List Performance
  45. 45. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava Internal Promotions
  46. 46. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava Content is to a blog what products are to a store.
  47. 47. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava Sort out the terminology first.
  48. 48. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava Product: A blog article Product price: Words in an article Product impression: Views of a title or title+ingress in content lists Product list: Widget / content area where article impressions can be gathered from Product list click: Clicks on entries in an article list Product detail view: Page load of an article page Add to cart: First scroll on an article page Checkout: 1/3, 2/3, and 3/3 scroll depth on an article page Purchase: 3/3 scroll depth on an article page and minimum of 60 seconds dwell time
  49. 49. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava Then, work on data collection.
  50. 50. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava
  51. 51. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava Product impression Product impression Product impressions Internal promotion
  52. 52. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava Article Impression Promotion Impression Article Impression Click
  53. 53. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava
  54. 54. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava Article View
  55. 55. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava Scrolling Begins
  56. 56. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava Scroll Depth Steps
  57. 57. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava Purchase
  58. 58. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava Using Ecommerce terminology for content analysis opens up a new world of data-driven insight.
  59. 59. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava IMPLEMENTATION TIPS
  60. 60. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava 1. Leverage the Data Layer 2. Feel free to leave something out if it isn’t relevant 3. Design the data collection with analysis in mind – not (just) because it’s fun and cool 4. Read Google’s Dev Guide
  61. 61. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava 1. Leverage the Data Layer 2. Feel free to leave something out if it isn’t relevant 3. Design the data collection with analysis in mind – not (just) because it’s fun and cool 4. Read Google’s Dev Guide
  62. 62. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava 1. Leverage the Data Layer 2. Feel free to leave something out if it isn’t relevant 3. Design the data collection with analysis in mind – not (just) because it’s fun and cool 4. Read Google’s Dev Guide
  63. 63. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava 1. Leverage the Data Layer 2. Feel free to leave something out if it isn’t relevant 3. Design the data collection with analysis in mind – not (just) because it’s fun and cool 4. Read Google’s Dev Guide
  64. 64. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava Further Reading http://goo.gl/d7IkD9
  65. 65. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava Further Reading http://goo.gl/xYNVb3
  66. 66. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava Further Reading http://enhancedecommerce.appspot.com/
  67. 67. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO #SMX | @SimoAhava Further Reading https://github.com/sahava/eec-gtm
  68. 68. NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO THANK YOU Twitter: @SimoAhava Google+: +SimoAhava www.simoahava.com #SMX | @SimoAhava

×