Understand who your visitors are, what happens after they convert, what they do in the future, and how much money they make you - and use this to influence your keyword research, strategies and tactics.
1. Universal Analytics & Single User View@jonoalderson
2. Big, sexy data@jonoalderson 3. Who doesnt love keyword research?@jonoalderson 4. Whos seen this chart?@jonoalderson 5. Multi-touch, multi-channel analytics@jonoalderson 6. So what can we do?@jonoalderson 7. Whys this important?@jonoalderson 8. Challenges Device proliferation Defining cookie & session behaviour Issues with non-linear content consumption (channel hopping & tabbed browsing)@jonoalderson 9. Single Visitor ViewKeyword 1Keyword 2Keyword 3Bad decisions! @jonoalderson 10. The real power of Universal Analytics@jonoalderson 11. Making this happen: Identifying a userBrowser fingerprinting (Pantoclick[sp?])@jonoalderson 12. Making this happen. 1. Get and set the user ID (however you go about getting it) 2. When users complete actions, extract GA data from the GA cookie (ID, campaign parameters, custom dimensions*) and pass downstream to CRM/systems 3. When stuff happens in these systems/places (e.g., sales), pass that info back to GA along with the ID4. Profit *Avoid PII!@jonoalderson 13. Go downstream Offline sales Phone calls. App usage. Account preferences. Billing methods. Intermediary actions; Likes, shares, downloads, etc. Microconversions! Changes / up-sells / cancellations; go long!@jonoalderson 14. If youve no mechanism for collecting user ID@jonoalderson 15. This is now the real world@jonoalderson 16. Thinking outside the box Which terms generate multiple conversions over time?How do multi-device visitors behave, and where should your focus be?What aboutWhich terms have a higher propensity to be used by people who have children?Which terms contribute more when its rained in the last three days?How do people who travel a lot consume content, and how does this affect conversion?@jonoalderson 17. One last challenge Everybodys website is unique. Everybodys business is unique. Every brands real-world technology and digital infrastructure is different Theres no escaping that this needs bespoke development But so few people are doing this at the moment, that its worth tackling the hurdles.@jonoalderson 18. Whod like to get really technical?Pro challenge: Use a Server-Side Data Layer@jonoalderson 19. Resources UA implementation https://developers.google.com/analytics/devguides/collection/analyticsjs/ 3 cool analytics hacks http://bit.ly/ua-hacks Using Universal Analytics To Segment By Weather http://bit.ly/ua_weather Extract classic GA campaign data from cookie; JS example http://bit.ly/extract-ga Use-case support or exploration Talk to me afterwards!@jonoalderson 20. Thanks! Any questions?@jonoalderson 21. Jono Alderson email@example.com @jonoalderson www.jonoalderson.com@jonoalderson