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Advanced Remarketing in Google Analytics Using CRM Data

Learn how to use Universal Analytics and dimension widening to import CRM data into Google Analytics, and then remarket to those segments.

I also share my tips for organising a large Google Analytics implementation, plus a trick to simplifying your reporting with Custom Metrics.

This talk was given at MeasureCamp London on 20th September 2014.

The organisation document referenced in this presentation will be uploaded separately.

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Advanced Remarketing in Google Analytics Using CRM Data

  1. 1. Advanced Remarketing Using Customer Data ! Simplified Reporting ! Documentation Ideas
  2. 2. @edbrocklebank Data Insight Consultant Metric Mogul ed@metricmogul.co.uk
  3. 3. ! Documenting Stuff
  4. 4. 4 Event Naming Conventions " Use past tense for Event Actions. ! They should make a sentence if you put someone’s name in front of them. ! - No need to look at Event Category to make sense of actions - Easy to understand for someone new to Google Analytics @edbrocklebank
  5. 5. Documentation 5 Create A Master Document " There should be a single document in your organisation that outlines how your implementation is set up. ! This way anybody in your organisation can quickly understand how everything is set up. ! As soon as the implementation changes, the document should be updated. # The different account, properties and views # What events mean # What metrics and dimensions are used for # What the goals do # Where events fire @edbrocklebank
  6. 6. 6 The Master Document Tabs $ 1 2 3 4 Guidelines Site Structure Account Structure Events 5 6 7 8 Custom Dimensions Custom Metrics Matrices Ecommerce @edbrocklebank
  7. 7. 7 The Master Document " @edbrocklebank Tweet me for the document!
  8. 8. ! How Custom Metrics Simplify Reporting
  9. 9. Documentation 9 The Challenge " “Show me a breakdown of how often videos on site are watched, and if people reach the end.” @edbrocklebank
  10. 10. 10 1: Using Events, CDs, Standard Reports " Difficult to pair up ‘Played Video’ and ‘Video Ended’ event actions by Video ID unless data is exported. Video ID in custom dimension @edbrocklebank
  11. 11. 11 2: Using Events, CDs, Custom Reports " Better. We have now grouped events by Video ID, but it still requires clicking. @edbrocklebank
  12. 12. 12 3: Using Custom Metrics and Custom Reports " 1. Creating two custom metrics in the Admin Interface 1. Set these custom metrics when the appropriate event is triggered @edbrocklebank
  13. 13. 13 3: Using Custom Metrics and Custom Reports " Perfect. ! - No need to export data. - Report is human readable (we’ve got rid of the ‘Total Events’ metric which might confuse people) - No need for clicking Custom dimension Custom metrics @edbrocklebank
  14. 14. 14 If that didn’t make sense, watch this! " @edbrocklebank http://www.metricmogul.co.uk/custom-metrics-make-reports-easier-read/
  15. 15. ! Remarketing on Customer Data
  16. 16. 16 The Challenge $ “We’ve compiled a list of people we think are going to buy a Chromecast in the next month. ! I want you to get them to the site and buying!” ! PS recently (mid 2014) Google removed the ability to remarket via PPC, so we can now only use the search display network :( @edbrocklebank
  17. 17. 17 Implementing the Solution " 1. We already assume that you track User ID in a custom dimension 2. Get the list of user IDs for everyone who is in the ‘likely to buy’ segment and create a spreadsheet with a ‘chromecast' column. @edbrocklebank
  18. 18. 18 Implementing the Solution " 3. Create a new custom dimension in your GA account (make sure Scope matches your User ID) 4. Set up a data import and upload your spreadsheet. (You can automate this using the Google APIs if you want) chromecast @edbrocklebank
  19. 19. 19 Implementing the Solution " 5. Create a remarketing list, using the condition custom dimension ‘chromecast’ = 1 6. Set up an AdWords campaign using this Audience list @edbrocklebank
  20. 20. 20 How it works $ When someone visits the website who is known (ie they have logged in previously) Google Analytics will set the ‘chromecast’ dimension to 1. ! From that point on, they will be shown the correct ad. ! After they buy, don’t forget to set the custom dimension chrome cast to 1. @edbrocklebank
  21. 21. 21 It’s not perfect $ Person must have logged in to the site at some point # Person must return to the website/app before they are entered in to the audience # @edbrocklebank BUT this technique is useful for more than just remarketing. You can upload segments (e.g. customer lifetime value) and then view how their behaviour differs in Google Analytics. You can also write the segment to the data layer, then use an A/B testing tool to change the home page to show more relevant content. http://www.metricmogul.co.uk/tracking-customer-lifetime-value-in-google-analytics/
  22. 22. % THANK YOU