REMIX Day 2- Data the New Oil-Daniel Waisberg, Analytics Advocate, Google

1. Make The Most
Out Of Your Data
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2. Back in the days…
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4. Now!
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12. We look at this challenge through
three lenses of measurement
Holistic
Measurement
Full Credit
Measurement
Active
Measurement
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13. Holistic Measurement
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15. Non-linear and unpredictable
Awareness
Advocacy
Consideration
Purchase
Evaluation
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16. Multi-Device insights
How much of last
summer’s ticket purchase
on desktop originated
from a mobile or tablet
search?
What is the total
value across multiple
touch-points of
an acquired user?
Is there a big overlap
of my mobile and
desktop user base?
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17. Full Credit Measurement
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19. The Customer Journey to Online Purchase
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20. The Customer Journey to Online Purchase
goo.gl/wmcaYP
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21. Attribution helps solve two key problems
Display
Email
Search
Conversion
Generic
Search
Brand
Search
Brand
Search
Conversion
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22. Rule based attribution models
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23. Data-Driven attribution model (premium)
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24. Active Measurement
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25. Breaking through data silos
More complete
measurement
Inventory
Ad Buying
Smarter
campaigns
Conversions
Offline
Customer Data
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26. More holistic view
of your audience
Cross-platform
integration
Attribution
model
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27. We can help!
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28. Universal Analytics
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29. Session-based analytics
Unique Visitor 1
Discovery
Unique Visitor 2
First
Purchase
Return
Purchase
Unique Visitor 3
Loyal
Purchase
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30. User-centric analytics
Discovery
First
Purchase
Return
Purchase
Loyal
Purchase
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31. Sequential Screening
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32. Sequential Screening
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33. Sequential Screening
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34. Measurement Protocol: New Data Collection
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35. From website and mobile app analytics
Desktop Website
Mobile Web
& App
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36. To any other digital touch points
Desktop Website
Desktop Website
TV Set-Top Box
Mobile Web
& App
Point of Sale
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37. Loves Data - www.youtube.com/watch?v=C27yMQOS8n0
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38. Dimension widening: more data to GA
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39. Dimension widening: more data to GA
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40. Upload Cost Data: Centralized Marketing
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43. goo.gl/M8vEbk
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44. Three Takeaways
1. Use segmentation to understand your customers’ path
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45. Three Takeaways
1. Use segmentation to understand your customers’ path
2. Check different Attribution Models applied to your data
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46. Three Takeaways
1. Use segmentation to understand your customers’ path
2. Check different Attribution Models applied to your data
3. Get started with Universal Analytics
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47. Thank you and Happy Analyzing!
+Daniel Waisberg
@danielwaisberg
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