Google Analytics User Conference
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Transcript of Google Analytics User Conference
![Page 1: Google Analytics User Conference](https://reader031.fdocuments.in/reader031/viewer/2022032714/55aa6de51a28abf0528b47cd/html5/thumbnails/1.jpg)
Google Analytics User Conference
Fiona De Brabanter, Lead Digital Analytics Consultant
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Welcome !
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Fiona De Brabanter@FionaVanBrabant
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• Help people understand the importance of making digital analytics a central part of their business
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• Help people understand the importance of making digital analytics a central part of their business
• Several GA experts will help you learn about key concepts and tools to become a better practitioner of digital analytics and Google Analytics, in particular.
![Page 6: Google Analytics User Conference](https://reader031.fdocuments.in/reader031/viewer/2022032714/55aa6de51a28abf0528b47cd/html5/thumbnails/6.jpg)
• Help people understand the importance of making digital analytics a central part of their business
• Several GA experts will help you learn about key concepts and tools to become a better practitioner of digital analytics and Google Analytics, in particular.
![Page 7: Google Analytics User Conference](https://reader031.fdocuments.in/reader031/viewer/2022032714/55aa6de51a28abf0528b47cd/html5/thumbnails/7.jpg)
#gaucBE
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Wi-FiName: Diamant
No password needed
Close your spotify, Google drive, dropbox… to increase your wifi speed
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Why is a tool like Google Analytics is essential in your
digital strategy ?
• What does the term “digital analytics” actually mean ?
• How has today’s changing customer behaviour dramatically alteredthe way businesses need to approach measurement.
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The evolvingcustomer journey
The Internet makes information and media available at the click of a button
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The evolvingcustomer journey
The Internet makes information and media available at the click of a button
Mobile connects nearly everyone 24/7
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The evolvingcustomer journey
The Internet makes information and media available at the click of a button
Mobile connects nearly everyone 24/7
Cloud Computing provides cheap, practicaly infinitecomputing power
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The evolvingcustomer journey
• Product Reviews
• Recommendations from friends or experts
• Store inventory
• Competitive pricing
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The evolvingcustomer journey
Cloud computing has empowered organizations to analyzemore business data than ever before
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The importance of building your Analytics Infrastructure
• Understand your customers
• Connect with your customers
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The importance of building your Analytics infrastructure
People
Process
Technology
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The importance of building your Analytics infrastructure
People
Process
Technology
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Defining“ Digital Analytics “
“Digital analytics is the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline).”
-Avinash Kaushik
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Defining“ Digital Analytics “
The online experience that your
customers and potential customers
have.
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Defining“ Digital Analytics “• Building awareness
• Acquiring interest
• Engaging with potential customers
• Driving them toward a conversiononline or offline
• Retaining them as customers
Awareness
Interest
Engagement
Driving Conversion
Retention
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Defining“ Digital Analytics “
The customer is at
the center of the universe
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Defining“ Digital Analytics “
Customers can start their
purchase journey at any point
along their decision path
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Defining“ Digital Analytics “
• Focus on analyzing the customer
• Not the individual channel your customer is coming from
• Not the device they’re using to find or engage with you
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Qualititative& Quantitative data
Traditional web analytics has given us access to massiveamounts of quantitive data about your website
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Qualititative& Quantitative data
New web analytics gives us a more comprehensive view of the touchpoints consumers have with your business
Mobile applications
Cloud-connected point-of-sale systems
CRM systems
Video game consoles
Home appliances (refrigerator)
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Qualititative& Quantitative data
Qualitative data explains the why
-> You collect through a survey
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Measuring Outcomes
One of the most important steps of digital analyics is determining whatyour ultimate business objectives – or outcomes – are and how youexpect to measure those outcomes
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Measuring OutcomesFive common business objectives :
e-Commerce – Selling products or services
Lead Generation – Collect user information for sales teams to connect with
potential leads
Content - Encourage engagement and frequent visitation
Online informational/support – Helping users find the information they need at the right time
Branding – Drive awareness, engagement and loyalty
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Measuring Outcomes
Macro Conversions :
Key actions on any website or mobile app that tie back to a business’ objectives
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Measuring Outcomes
Micro Conversions :
Actions on a site that might also be behavorial indicators that a customer hasn’t fully reached your main objectives but is coming closer
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Measuring Outcomes
IMPORTANT :
Measure both micro & macro conversions so that you are equipped with more behavioral data to understand what experiences help drive the right outcomes for your site
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The continualimprovement process
Continual Improvement
Process
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The continualimprovement process
Measurement
The measurement stage is all about collecting the data needed to answer your business questions
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The continualimprovement process
Reporting
We need to do reporting to package the data in a readable format & then get information out to decision-makers so that they can be empowered with the information they need to make business decisions
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The continualimprovement process
Analysis
Analysis is the process of developing a hypothesis that reflects your expectations, and then figuring out why the numbers do, or do not, match those expectations
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The continualimprovement process
Testing
Trying different solutions to the problems you identified during your analysis
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The continualimprovement process
Finally you repeat what you learn from this whole process and youimprove
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Conclusion• Growth of the internet & increased accessibility to information and
data has opened new opportunities for measurement
• Think about how your business infrastructure – the tools, processesand people – support the continual improvement process of measuring, reporting, analyzing, testing and improvement
• This continual improvement process should include both qualitativeand quantitative data, and ultimately whether your digital assets are driving customers to your desired online and offline outcomes