Multichannel Dashboards

28 august 2015 Thomas Danniau

#GAUCbe@danniau

Multichannel Dashboards

28 august 2015 Thomas Danniau

#GAUCbe@danniau

Multichannel Dashboards

28 august 2015 Thomas Danniau

#GAUCbe@danniau

Multichannel Dashboards

28 august 2015 Thomas Danniau

#GAUCbe@danniau

Why a multichannel dashboard?

How to enrich GA data with other channels?

Import data into GA

Export GA data

What’s my suitable multichannel dashboard tool?

Cases

Takeaways

Multichannel dashboards

Why a multichannel dashboard?

2011

2015

Multichannel marketing leads to multichannel dashboarding

Why a multichannel dashboard?

Why a multichannel dashboard?

How to enrich GA data with other channels?

Enrich GA data

Import data into in GA

Export GA DATA

Import data into GA

Dimension Widening (Custom dimensions)Page

Sessions

User

Import data into GA

Cost Data Import

Import data into GA

Export GA data

Export GA data

GA Reporting API

Export GA data

GA API

Client

Received data

Query URI

Export GA data – Query URI

https://www.googleapis.com/analytics/v3/data/ga?ids=ga%3A103375727&start-date=2015-01-04&end-date=2015-04-30&metrics=ga%3Ausers%2Cga%3Asessions&dimensions=ga%3Amonth&sort=-ga%3Ausers&max-results=10000

Example

Tip:

@ https://ga-dev-tools.appspot.com/query-explorer/

Export GA data – Query Explorer

1

Tip:

@ https://ga-dev-tools.appspot.com/query-explorer/

Export GA data – Query Explorer

2

Tip:

@ https://ga-dev-tools.appspot.com/query-explorer/

Export GA data – Query Explorer

3

Export GA data

GA API

Be careful with …

Be careful with sampled dataSampling occurs with more than 500.000 sessions (25M for Premium)

Extra attention

Large websites (with a lot of sessions)

Long date range

More than 1 dimension (ex. source + landing page)

Goals (with low conversion rate)

Export GA data

Be careful with different scopesPage

Session

Users

Export GA data

Dimension Metrics Status

Source / Medium Users NOK

Source / Medium Sessions, Bounce Rate, Goals OK

Page Sessions, Avg. Session duration, Goals

NOK

Page Pageviews, Avg. Time on Page OKLanding page Sessions, Avg. Session

duration, GoalsOK

Example

What’s my suitable multichannel

dashboard tool?

Available dashboarding tools

Dashboarding toolsTool Web based Pricing Datasources

Analytics Edge(Excel plugin)

NO Free GA onlyextra datasource => extra plugin / DEV

Google Spreadsheet

YES Free GA onlyextra datasource => extra plugin / DEV

Geckoboard YES $468 / year / User(custom CSS)

80+ default connectorsEx. GA, FB, Twitter, Google Sheets, ...Push own data with APIcsv, XML, CSV, JSON

Klipfolio YES $240 / user / year(no custom CSS)

20+ default integrationsEx. GA, FB, Twitter, Google Sheets, …Push own data with API, FTP, Email, GET/POST, SOAP, SQL, …

Tableau YES $500 / user / yearTableau online(no custom CSS)

Database driven connectorsEx. IBM DB, Azure, Microsoft SQL, MySQL, SAP, …No default Social Media plugins ex. FB, Twitter, LinkedIn, …

Dashboarding toolsTool Features Flexibilty Learning

curveSuitable for

Analytics Edge(Excel plugin)

= Excel = Excel Low Quick winGA onlyExcel lovers

Google Sheet = Google Sheets

= Google Sheets

Medium if you stick to GA

Quick winLimited datasourcesGoogle Sheets lovers

Geckoboard High Medium Medium Fast result for multichannel dashboarding with good look and feel

Klipfolio High High High Best suitable when using many datasources and functionalities

Tableau High BI Medium High More suitable for BI

Cases

Connect GA data with Selligent (CRM)

Use UTM tagging

Connect GA data with Selligent (CRM)

mycampaignwebsite.com/?utm_source=selligent&utm_medium=email&utm_content=meddb-launch&utm_campaign=emea-hero-or

CSV upload API

Use UTM tagging

Connect GA data with Facebook data

www.mycampaignsite.com/?utm_source=facebook&utm_medium=social&utm_campaign=nomination

Compare Adwords, Twitter, FB, …

Facebook API != Facebook Ads API

LinkedIn API != LinkedIn Ads API

Twitter API != Twitter Ads API

Compare Adwords, Twitter, FB, …

Use Custom Dimensions

Connect GA data with Google docs

Case

Case

Case

Case

Takeaways

1. Multichannel marketing needs multichannel dashboarding

2. Use the Query Explorer to create your Query URI

3. Watch out with sampled data

4. Use UTM tagging or Custom Dimensions to connect GA with

other channels

5. Find your suitable dashboarding tool

Q&Atdanniau@reference.be

#GAUCbe@danniau