Google Analytics is rolling out some big changes, including Universal Analytics. Chris Kujawski explains how to prepare for the update, and what “big data” means for you. Mike Osswald concludes with an overview of social listening. www.hansoninc.com/summit

1. LISTEN
CONTINUOUSLY
ANALYTICS AND
SOCIAL LISTENING

2. LESLIE MOHN
DIRECTOR OF USER EXPERIENCE
ARCHITECTURE
CHRIS KUJAWSKI
CONNECTION
STRATEGIST

3. ANALYTICS
Quantitative methods to
understand audience actions,
recognize performance and success,
and contribute to continuous
improvements

4. INTEGRATED MEASUREMENT

5. ANALYTICS: ACTION FROM DATA
CONNECTING ALL DATA POINTS
•
2010: Each Marketing Channel was Siloed in Measurement
.com
mobile
email
display
social
print
in-store
Web
Analytics
Platform
Web
Analytics
Platform
Email
Program
Double
Click
Social
Platform
Reports
Listening
to Other
Platforms
Sales
Data /
CRM

6. ANALYTICS: ACTION FROM DATA
CONNECTING ALL DATA POINTS
•
2010: Each Marketing Channel was Siloed in Measurement
•
2012: Online Channels Brought Together with Offline
web
app
email
display
Web
Analytics
Platform
social
print
in-store
Sales
Data /
CRM

7. ANALYTICS: ACTION FROM DATA
CONNECTING ALL DATA POINTS
•
2010: Each Marketing Channel was Siloed in Measurement
•
2012: Online Channels Brought Together with Offline
•
2014: Unified / Cross-Device & Platform Measurement
web
app
email
display
social
print
in-store

8. ANALYTICS: ACTION FROM DATA
UNIVERSAL ANALYTICS
•
A unified tracking ID across multiple devices & platforms
•
Connects online and offline
•
Gives businesses long term value of their customers
web
app
email
demographics
display
CRM
support
social
print
in-store

9. ANALYTICS: ACTION FROM DATA
OWENS CORNING ROOFING AT LOWE’S
location
lifestyle
kiosk
register
mobile
web site
ad
cart
demographics

10. ANALYTICS: ACTION FROM DATA
AFFINITY CATEGORIES (LIFESTYLES)

11. ATTRIBUTION

12. ANALYTICS: ACTION FROM DATA
MULTIPLE TOUCH POINTS TO CONVERSION
Over 45% of Conversions
are Made with Interaction
from Multiple Touch Points

13. ANALYTICS: ACTION FROM DATA
WHICH TOUCHPOINT OWNS THE CONVERSION?
•
Current State of Attribution Modeling
100%
—%
—%
—%
—%
1st Interaction
25%
25%
25%
Linear
—%
—%
100%
Last Interaction
25%
10%
20%
30%
Time Decay
40%

14. ANALYTICS: ACTION FROM DATA
TO WHAT DO WE ATTRIBUTE?
•
Future state of Attribution Modeling

15. ANALYTICS: ACTION FROM DATA
TO WHAT DO WE ATTRIBUTE?
•
Future state of Attribution Modeling
Medium

16. ANALYTICS: ACTION FROM DATA
TO WHAT DO WE ATTRIBUTE?
•
Future state of Attribution Modeling
Defined Segments
Homeowners / Professionals
App Users
Male / Female
Research Online / Purchase In-Store
Age Groups

17. MORE DATA, MORE KNOWLEDGE

18. ANALYTICS: ACTION FROM DATA
PREPARING FOR UNIVERSAL ANALYTICS
•
Understand your audiences
– GA will incorporate demographic data
•
Assess your touch points and data sources
– We can import data from CRM / other offline sources
•
Assess your own unique user ID
– it can be used across all touch points

19. ANALYTICS: ACTION FROM DATA
BIG DATA, BIG DEAL?

20. SOCIAL LISTENING

21. SOCIAL CONVERSATIONS

22. CROWDSOURCING
•
Ratings & Reviews – Product/services
•
Testimonials – Experiences
•
Curation – Mining and selection
•
Co-Creation – Gauge customer
reaction to ideas and/or amplify good
ideas submitted
– Can be part of user interviews

23. See more at
HANSONINC.COM/SUMMIT