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BREAKING	THE	CHAIN	OF	STANDARD	ONLINE	ANALYTICS
#ATD2017	– TOBIAS	KRÄFT
#ATD2017
#ATD2017
#ATD2017
#ATD2017
„THAT‘S	NICE,	
INDEED“
„BUT	LET‘S	START	
THINKING	BIG“
#ATD2017
#ATD2017
CUSTOM
GROUPING OF
EVERYTHING
#ATD2017
FROM
REVENUE TO
PROFIT
CUSTOM
GROUPING OF
EVERYTHING
#ATD2017
ORGANIC
KEYWORD
DATA
FROM
REVENUE TO
PROFIT
CUSTOM
GROUPING OF
EVERYTHING
#ATD2017
CUSTOM
GROUPING OF
EVERYTHING
ORGANIC
KEYWORD
DATA
FROM
REVENUE TO
PROFIT
OFFLINE
MARKETING
ACTIVITY
#ATD2017
MULTI DOMAIN
REPORTING
ORGANIC
KEYWORD
DATA
FROM
REVENUE TO
PROFIT
OFFLINE
MARKETING
ACTIVITY
CUSTOM
GROUPING OF
EVERYTHING
#ATD2017
MULTI DOMAIN
REPORTING
ORGANIC
KEYWORD
DATA
FROM
REVENUE TO
PROFIT
USER CENTRIC
REPORTING
OFFLINE
MARKETING
ACTIVITY
CUSTOM
GROUPING OF
EVERYTHING
#ATD2017
#ATD2017
EXPERIENCE
PERSONAL
GOOGLE	ANALYTICS	SUITE	
10+	YEARS	IN	ONLINE	MARKETING	AND	E-COMMERCE
5+	YEARS	MARKETING	ANALYTICS
HANDLED	THE	WORLD‘S	LARGEST	GOOGLE	ANALYTICS	360	ACCOUNT
MULTIPLE	GTM,	GA,	BIGQUERY	INTEGRATIONS
POLITICAL	SCIENTIST,	GOETHE	UNIVERSITY	FRANKFURT
MARRIED	FATHER	OF	TWO	SONS
TOURGUIDE	OF	TODAY
TOBIAS	KRÄFT
DIRECTOR	BUSINESS	
INTELLIGENCE	&	ANALYTICS
#ATD2017
#ATD2017
#ATD2017
#ATD2017
#ATD2017
SQL
CONNECTING	DATA	WAREHOUSES	WITH	DATA	VISUALIZATION	TOOLS	WILL	
ALMOST	ALWAYS	REQUIRE	SOME	KIND	OF	SQL
JAVASCRIPT
ENHANCING	STANDARD	WEB	TRACKING	WILL	ALMOST	ALWAYS	REQUIRE	
SOME	KIND	OF	JAVASCRIPT
PYTHON
AUTOMATING	PROCESSES	AND	DATA	ANALYSES	WILL	ALMOST	ALWAYS	
REQUIRE	SOME	HIGH-LEVEL	PROGRAMMING	LANGUAGE	
#ATD2017
ADVANCED	CROSS	DOMAIN	REPORTING
#ATD2017
ADVANCED	CROSS	DOMAIN	REPORTING
REQUIREMENTS
• AUTOMATED	GOOGLE	
ANALYTICS	DATA	EXPORT
RESULT
• AGGREGATED	REPORTS
• PERFORMANCE	COMPARISON	
ON	EVERY	DETAIL	LEVEL
#ATD2017
ADVANCED	CROSS	DOMAIN	REPORTING
#ATD2017
CUSTOM	GROUPING	ON	EVERY	LEVEL
#ATD2017
CUSTOM	GROUPING	ON	EVERY	LEVEL
REQUIREMENTS
• AUTOMATED	GOOGLE	
ANALYTICS	DATA	EXPORT
• GROUPING	LOGIC
RESULT
• FLEXIBLE	GROUPINGS
• RETROACTIVE	ADJUSTMENTS
• ADVANCED	FILTERS
#ATD2017
CUSTOM	GROUPING	ON	EVERY	LEVEL
#ATD2017
DATA	ON	ORGANIC	KEYWORD	LEVEL
IDENTIFYING	THE	OPTIMAL	LANDING	
PAGE	FOR	KEYWORDS	BY	
CONVERSIONS
• KW	RANKS	FOR	MULTIPLE	
LANDING	PAGES,	BUT	CONVERTS	
BEST	FOR	ONLY	ONE:
→	OPTIMISE	THE	BEST	
PERFORMING	LP	FOR	THE	KW,	
OTHER	PAGES	FOR	OTHER	KW‘S
SPLITTING	BETWEEN	BRAND	AND	
NON-BRAND:
• MORE	PRECISE	ORGANIC	TRAFFIC	
EVALUATION
#ATD2017
DATA	ON	ORGANIC	KEYWORD	LEVEL
REQUIREMENTS
• AUTOMATED	GOOGLE	
ANALYTICS	DATA	EXPORT
• AUTOMATED	GOOGLE	SEARCH	
CONSOLE	DATA	EXPORT
• AUTOMATED	MATCHING	LOGIC
RESULT
• OPTIMIZATION	ON	KEYWORD	
LEVEL
• BRAND	VS.	NON-BRAND	SPLIT
• KEYWORD	RESEARCH
#ATD2017
DATA	ON	ORGANIC	KEYWORD	LEVEL
TOTAL	CONVERSIONS	PER	LANDING	PAGE		
TOTAL	CLICKS	PER	LANDING	PAGE
CONVERSION	SPLITTING:
x		TOTAL	CLICKS	PER	KEYWORDCONVERSIONS	PER	KEYWORD	=
LANDING	
PAGE
CONVER-
SIONS
DATE DEVICE
GOOGLE	ANALYTICS
LANDING	
PAGE
QUERIES
DATE DEVICE
GOOGLE	SEARCH	CONSOLE
DATE DEVICE
LANDING	
PAGE
QUERIES
CONVER-
SIONS
#ATD2017
FROM	REVENUE	TO	PROFIT
#ATD2017
FROM	REVENUE	TO	PROFIT
REQUIREMENTS
• AUTOMATED	GOOGLE	
ANALYTICS	DATA	EXPORT
• ORDER	MANAGEMENT	DATA
RESULT
• PROFIT	MARGIN	ON	
CAMPAIGN	LEVEL
• RETURN	RATES
• REAL	CLV	INFO
• CUSTOMER	GROUPING
#ATD2017
FROM	REVENUE	TO	PROFIT
USER	SEES	ADVERTISING
USER	COMESTO	SITE
USER	RETURNS	TO	SITE
USER	SELECTS	PRODUCTS
COGS
SHIPPING	STATUS
RETURNS
CUSTOMER	INFORMATION
UNIQUE	TRANSACTION	ID
USER	BUYS	ONLINE
ON	THE	WEBSITE TRANSACTION PRODUCT	AND	CRM	DATA
PRODUCTS	SOLD
REVENUE
#ATD2017
USER	CENTRIC	REPORTS
#ATD2017
USER	CENTRIC	REPORTS
REQUIREMENTS
• USER	IDENTIFICATION	(CLIENT	
ID)	IN	CUSTOM	DIMENSION
• SESSION	IDENTIFICATION	IN	
CUSTOM	DIMENSION
• AUTOMATED	GOOGLE	
ANALYTICS	DATA	EXPORT
RESULT
• USER	LEVEL	PERFORMANCE
• USER	PATTERNS	AND	BUCKETS
• ENHANCED	CUSTOMER	
RELATION	MANAGEMENT
#ATD2017
USER	CENTRIC	REPORTS
#ATD2017
INCLUDING	OFFLINE	MARKETING
#ATD2017
INCLUDING	OFFLINE	MARKETING
REQUIREMENTS RESULT
• EVALUATING	OFFLINE	
CAMPAIGNS
• EVALUATION	COMPLETE	
CHANNEL	MIX
• CUSTOM	ORDER	ATTRIBUTION
• USER	IDENTIFICATION	(CLIENT	
ID)	
• SESSION	IDENTIFICATION
• TIMESTAMP
• AUTOMATED	GOOGLE	
ANALYTICS	DATA	EXPORT
• OFFLINE	DATA	(AIR	TIME,	
VOUCHER	CODES)
#ATD2017
INCLUDING	OFFLINE	MARKETING
20
30
40
50
60
70
80
10:01
10:02
10:03
10:04
10:05
10:06
10:07
10:08
10:09
10:10
10:11
10:12
10:13
10:14
10:15
10:16
10:17
10:18
10:19
10:20
10:21
10:22
10:23
10:24
10:25
10:26
10:27
10:28
10:29
10:30
Sessions	- Baseline Sessions	- Spot-Day
TV	SPOT	AIRTIME:	
10:10
EXPECTED	TRAFFIC	(BASELINE):
285
REAL	TRAFFIC:
482
TV-USER:
40,8%
#ATD2017
IN	A	NUTSHELL
ENHANCE	YOUR	
WEBTRACKING	DATA
(GOOGLE	TAG	MANAGER)
EXPORT	IT	TO A	DATA	
WAREHOUSE	
(GOOGLE	BIGQUERY)	
ENRICH	THE	DATA	WITH	DATA	
FROM	OTHER	SOURCES
(GOOGLE	SEARCH	CONSOLE)
ANALYSE	AND	VISUALISE	IT	
(GOOGLE	DATASTUDIO)
#ATD2017
THANK	YOU!
TOBIAS	KRÄFT
tobias.kraeft@trustagents.de
#ATD2017
#ATD2017

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