INTEGRATING OFFLINE DATA IN IN ORDER TO CLOSE THE MULTICHANNEL LOOP
Julien De VisschereBusiness Consultant
Semetis
Vincent CrocheteBusiness Consultant
Semetis
FOOD
MACHINE LEARNING
SPORT
TECHNO
COFFEE
CINEMA
SEMETIS
DATA
PARTY
NICE to meet you !
Julien De VisschereBusiness Consultant
Semetis
Vincent CrocheteBusiness Consultant
Semetis
Our goals
#1 - Give you an overview of the approach needed to tackle the calculation of the ROI of your offline conversions
#2 - Provide you with a brief introduction to some concrete applications of the measurement protocol
Our Talk
Integrating offline data in order
to close the multichannel loop”
Our Talk
Integrating offline data in order to
close the multichannel loop”
Offline Dimension
Multichannel Dimension
Context: Online Business
#1 - You are a online business#2 - You invest in acquisition channels
▶ You want to determine MCF & ROI of every channel
Google Analytics’ Multichannel Funnel
▶ Most of the people are using the last interaction model > giving all credit of the conversion (or lead) to the last touch point
Google Analytics’ Multichannel Funnel
▶ Getting conversions is like scoring goals on hockey field
Google Analytics’ Multichannel Funnel
▶ As a coach you want a view on all the players who assisted the goal
Google Analytics’ Multichannel Funnel
▶ As a coach you want a view on all the players who assisted the goal
▶ It’s the same with Online Acquisition
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ORGANIC SOCIAL
Google Analytics’ Multichannel Funnel
▶ The Multichannel Funnel is about giving the right credit to all touch points that lead to the conversion (or lead)
#1 - Your are a online business#2 - You invest in acquisition channels▶ You want to determine MCF & ROI of every channel
Google Analytics’ Multichannel Funnel
#1 - Your are a online business#2 - You invest in acquisition channel▶ You want to determine MCF & ROI of every channel
You go in the MCF Report In GA
Google Analytics’ Multichannel Funnel
Context: Offline & Online Business
#1 - Your are a physical business with online presence#2 - You invest in acquisition channels#3 - Online & Offline are integrated in your strategy
▶ You want to determine MCF & ROI of every channel
#General example: Lead Generation
▶ Actors with online module to generate leads ▶ Those mostly consider the lead as a final
conversion▶ With the MCF each channels will receive its credits
#General example: Lead Generation
▶ Actors with online module to generate leads ▶ Those mostly consider the lead as a final
conversion▶ With the MCF each channels will receive its credits
50% – 80% don’t end up as a real sale
Wrap Up
Attribution of Online Leads
Attribution of Offline Sales
What can be tackled ?
Impact of the Online on the Offline Sales
What can be tackled ?
Impact of the Online on the Offline Sales
How can we assign attribution to an offline transaction?
A URL REQUEST IS SENT
VISITS THE WEBSITE
How it works
GA TAG IS FIRED
DATA IS STORED IN GA
A URL REQUEST IS SENT
VISITS THE WEBSITE
How it works
GA TAG IS FIRED
DATA IS STORED IN GA
https://www.google-analytics.com/collect?v=example&_v=example&t=example&_s=example&dl=example&ul=example&de=example&dt=example&sr=example&vp=example&je=example&fl=example&_utma=example&_utmz=example&_utmht=example&_u=example&jid=example&cid=example&tid=example>m=example&z=example
A URL REQUEST IS SENT
How it works
https://www.google-analytics.com/collect?v=example&_v=example&t=example&_s=example&dl=example&ul=example&de=example&dt=example&sr=example&vp=example&je=example&fl=example&_utma=example&_utmz=example&_utmht=example&_u=example&jid=example&cid=example&tid=example>m=example&z=example
t=pageview → hit typedl=http://www.semetis.com → document location URLul=en-us → user languagesr=1920x1080 → screen resolutioncid=319311817.1407181104 → client iduid= abcde123456 → user idtid=UA-XXXXX-3 → tracking id
How it workst=pageview → hit typedl=http://www.semetis.com → document location URLul=en-us → user languagesr=1920x1080 → screen resolutioncid=319311817.1407181104 → client iduid= abcde123456 → user idtid=UA-XXXXX-3 → tracking idClient ID and User ID are sent to Google Analytics and
used to build the users path in the MCF & attribution reports. These parameters are not available by default in reports..
User path
How it worksUser identified by UID
Device / browser identified by CID
User path
How it works
REQUESTS SENT TO GA WITH UID AND CID
User identified by UID
Device / browser identified by CID
User path
How it works
REQUESTS SENT TO GA WITH UID AND CID
ORGANIC
SOCIAL CPC DIREC
TDIREC
T EMAIL
MCF REPORT IS BUILT WITH UID AND CID
User identified by UID
Device / browser identified by CID
User path
How it works
REQUESTS SENT TO GA WITH UID AND CID
ORGANIC
SOCIAL CPC DIREC
TDIREC
T EMAIL
MCF REPORT IS BUILT WITH UID AND CID
User identified by UID
Device / browser identified by CID
?
User path
How it works
User path
How it works
REQUESTS SENT TO GA WITH UID AND CID
USE A CUSTOM SCRIPT INSTEAD OF A TAG TO SEND INFO TO GA = MEASUREMENT PROTOCOL
How it works
MEASUREMENT PROTOCOL = SENDING A SIMILAR REQUEST WITH A CUSTOM SCRIPT
https://www.google-analytics.com/collect?v=example&_v=example&t=example&_s=example&dl=example&ul=example&de=example&dt=example&sr=example&vp=example&je=example&fl=example&_utma=example&_utmz=example&_utmht=example&_u=example&jid=example&cid=example&tid=example>m=example&z=example
GENERATES A LEAD ON
WEBSITE
Google Analytics Business data
Visitors data
Leads data
Sales data
BUYS PRODUCT/SERVICE
OFFLINE
Make it happen
Make it happen
STEP 1 - Make the UID/CID available in your reports (non PII)#1 Make the UID and/or the CID available in your standard reports
with custom dimensions:
#2 Unify the sessions with the UID if any:
Make it happen
Google Analytics Business data
Make it happen
User ID Client IDABC123 123.123ABC456 456.456ABC789 789.789ABC147 147.147
ABC258 258.258
STEP 2 - Define the key and make it available for your business
The linking key should be available in your business data when the users complete the offline transaction AND must be sent in GA together with the lead
→ Need to adapt the product/process (ID on the contract, offer etc.)
Make it happen
▶ User ID▶ Transaction ID▶ Unique coupon / unique promo code
Google Analytics Business data
Make it happen
User ID Client ID Transaction IDABC123 123.123 1
ABC456 456.456 2
ABC789 789.789 3
ABC147 147.147 4
ABC258 258.258 5
Transaction ID Value Product 1 10,00 € Chocolate4 4,00 € Bread3 11,00 € Apple
LINKING ID IS THE SAME FOR LEADS AND SALES
STEP 3 - Carefully define the measurement protocol requests that will feed GA with offline data
Make it happen
▶ Hit type: must be retrievable in MCF reports (transactions, event goals, page goals)
▶ Source/medium: will be direct by default. Choose one that is identifiable
▶ Enrich the hit with transaction data: transaction ID, value, product
Google Analytics Business data
Make it happen
User ID Client ID Transaction IDABC123 123.123 1
ABC456 456.456 2
ABC789 789.789 3
ABC147 147.147 4
ABC258 258.258 5
Transaction ID Value Product 1 10,00 € Chocolate4 4,00 € Bread3 11,00 € Apple
Measurement protocol
STEP 4 - Build your automated solution
Make it happen
▶ Keep it simple (Google sheet + simple script)▶ In case you have a developer: 1h job ▶ Determine a process (ex: each month)▶ Make sure you send the data only once▶ Don’t forget to configure the goals in GA
Google Analytics Business data
Make it happen
User ID Client ID Transaction IDABC123 123.123 1
ABC456 456.456 2
ABC789 789.789 3
ABC147 147.147 4
ABC258 258.258 5
Transaction ID Value Product 1 10,00 € Chocolate4 4,00 € Bread3 11,00 € Apple
⓵ DOWNLOAD DATA
Make it happen
User ID Client ID Transaction IDABC123 123.123 1
ABC456 456.456 2
ABC789 789.789 3
ABC147 147.147 4
ABC258 258.258 5
Transaction ID Value Product 1 10,00 € Chocolate4 4,00 € Bread3 11,00 € Apple
⓶ MERGE DATA SETS+=
User ID Client ID Transaction ID Lead transformed Value ProductABC123 123.123 1 YES 10 ChocolateABC456 456.456 2 NO - -ABC789 789.789 3 YES 11 Apple
ABC147 147.147 4 YES 4 Bread
ABC258 258.258 5 NO - -
Make it happen⓷ SEND URL REQUEST
User ID Client ID Transaction ID Lead transformed Value ProductABC123 123.123 1 YES 10 ChocolateABC456 456.456 2 NO - -ABC789 789.789 3 YES 11 Apple
ABC147 147.147 4 YES 4 Bread
ABC258 258.258 5 NO - -
MEASUREMENT PROTOCOL
import httplib, urllibparams = urllib.urlencode({'v': 1,'tid': ' UA-XXXX ', # ID of the Google Analytics property'cid': '409867041.1447750010', # ClientID that identifies the browser't': 'event', # Hit type'ni': 1, # Indicates the event is not a real interaction'ec': 'Contract signed', # Event category'ea': 'Contract type B', # Event action'el': 'ABC123', # Event label describing the TransactionID'ev': 518, # Event value. This should be an integer and not a float variable‘dh’: ‘mywebsite.com’ # Hostname - prevents the request from being filtered out by anti-spammers})connection = httplib.HTTPConnection('www.google-analytics.com')connection.request('POST', '/collect', params)
Make it happen⓷ SEND URL REQUEST WITH
MEASUREMENT
Google Analytics
Make it happen
User ID Client ID Trans. ID transformed Value ProductABC123 123.123 1 YES 10 ChocolateABC789 789.789 3 YES 11 Apple
ABC147 147.147 4 YES 4 Bread
STEP 5 - Create your attribution model
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ORGANIC SOCIAL M.
PROTOCOL
M. PROTOCOL
M. PROTOCOL
Make sure the Measurement protocol does not get credit in your attribution model !
Make it happen
STEP 5 - Create your attribution modelMake sure the Measurement protocol does not get credit in your attribution model !
Make it happen
STEP 6 – Enjoy your new reports !
Make it happen
Make it happenKEY TAKEAWAYS FOR A SUCCESSFUL IMPLEMENTATION▶ A good key is the key: make it sustainable▶ Determine carefully the hit you want to use and TEST it !▶ Involve each stakeholders: product dev. Team, marketing, IT, web
analytics agency/team▶ Keep it simple: a basic implementation will already clean your
data from the 50-80% of leads that are not transformed
Make it happenKEY TAKEAWAYS FOR A SUCCESSFUL IMPLEMENTATION▶ A good key is the key: make it sustainable▶ Determine carefully the hit you want to use and TEST it !▶ Involve each stakeholders: product dev. Team, marketing, IT, web
analytics agency/team▶ Keep it simple: a basic implementation will already clean your
data from the 50-80% of leads that are not transformed
THANK YOU !
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