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@infotrustllceCommerce: BestPractices forData-Driven MarketingUsing Google AnalyticsConfidential property of InfoTrust. Not to be disclosed, reproduced, distributed or used for any unauthorizedpurpose without InfoTrust’s prior written authorization. 2017 InfoTrust, LLC. All Rights Reserved.
@infotrustllcPresented By:Amin ShawkiManaging Director, MENAInfoTrust, LLCWeb analytics consulting & product development. 4,500 sites analyzed and supported annually.50 Digital marketing training programs a year. Offices: Cincinnati, USA and Dubai, UAEwww.infotrustllc.com
@infotrustllcAgendaeCommerceOpportunity and ValueVisualizing Shopping Behaviorand Purchase FunnelHow GA Can Help DriveeCommerce RevenueBest Practices andUse Caseswww.infotrustllc.com
@infotrustllceCommerceOpportunity“In UAE alone, eCommerce market sales are expected to expand to 10 billionby 2018.-Gulf News interview with Sarwant Singh, Senior Partner and Head of Visionary Innovation Group - Frost & Sullivanwww.infotrustllc.com
Example of Data-Driven ROIGoal: Increasing ROAS with Analytics@infotrustllcGoals: Increase online sales, lower cost foruser acquisition and conversions, andmaintain high return on ad spend.Approach: Implement enhancedecommerce tracking for deeper insights,leverage Analyze.ly for spend dataintegration, and deploy customizedremarketing campaigns for re-engagement.www.infotrustllc.com
Results: Increase Across All KPIs@infotrustllc“InfoTrust was able to quickly clean up our Google Analytics tracking to allow us better capture key data in dashboards and dissect theinformation that is relevant for actionable business improvements. They worked with us closely to identify key KPIs to watch for andautomated reports to allow us to measure and react to these KPIs.”--Mona Ataya, CEO 11% increase in ecommerce conversion rate19% increase in total purchases9% increase in total revenue from advertising channels over 3 month period300% Return-On-Advertising-Spend (ROAS) across top 3 paid channelsGoogle Case Study Can Be Provided - goo.gl/tGwtSnwww.infotrustllc.com
@infotrustllcAgendaeCommerceOpportunity and ValueVisualizing Shopping Behaviorand Purchase FunnelHow GA Can Help DriveeCommerce RevenueBest Practices andUse Caseswww.infotrustllc.com
@infotrustllcAsk the Right QuestionsActionable questions lead to actionable dataWhich devices are bestfor driving conversion vsawareness?What marketing channelsbring the best customers andwhich campaigns drive themthrough the shopping funnel?Where are my usersdropping out of theshopping funnel andcheckout steps?Am I showing the rightproducts on my landing pages?How are my internalpromotions impacting sales?www.infotrustllc.com
Measuring Value and ROAS@infotrustllcGoogle Analytics is most commonly used to measure sources of traffic and campaignperformance. Optimizing advertising spend is a core function.Measuring just volume of traffic isn’t enough to understand performance- conversions and atwhat cost, leading to what ROAS should be a KPI.Analyze.ly, our cloud-based solution, automates the process of pulling cost data via API from Bing,Facebook, Baidu, Yandex and other platforms into GA enabling cross-channel.
Measuring UserEngagement@infotrustllcwww.infotrustllc.com
Measuring Product Placementsand Merchandising @infotrustllcThe product list report is designed to show you productlistings and placements on site and which are bestdriving conversion Data collected includes impressions and clicks of theproducts what list/carousel the placement was When comparing product impressions and clicks, youcan analyze top content by CTR or conversions It’s useful to note that product list position can show theactual location number to run analysis at the productlevel, and understand optimal product placementswww.infotrustllc.com
Measuring Internal Promotions @infotrustllcThis report is designed to show you internal campaignsand performance of promotional banners on site Data collected includes impressions and clicks of thevarious banners or promotions content When comparing promotion impressions and clicks, youcan analyze top content by CTR or conversions This follows last click model internallyIt’s useful to note that internal order and productcoupons can also be tracked in GA to see effectivenesswww.infotrustllc.com
Segment Building & Sharing1.2.Create a segment that youwant to market/remarket to.Turn the Segment into anAudience and share it withAdwords/DBM and Optimizeaccounts under the PropertySettings inside of GoogleAnalytics.
Google Platform Audience Building See GA audiences in AdWords/DBM/Optmize. You’ll see Google Analyticsaudiences and some automatically-generated audiences as well.AdWords makes a look-a-like audience called a Similar Audience of userswho HAVEN’T YET VISITED YOUR WEBSITE.You can market to essentially new people who are highly qualified and lookingfor the same things as your leads and customers.
Example- Marketing Powered by Google AnalyticsSearchUser reaches awebsiteTagManagerGA Cloud platform storesall acquisition, behaviorand conversion data.DisplayRemarketing basedon various dataattributes Adwords/DBM/DSPersonalized emailbased on variousdata attributes.Customer data sentto backenddatabase.Personalizedwebsiteexperience Optimize.Analyst running models todeliver insights.www.infotrustllc.com
[Ongoing] Reporting Dashboards - Data Studio
@infotrustllcAgendaeCommerceOpportunity and ValueVisualizing Shopping Behaviorand Purchase FunnelHow GA Can Help DriveeCommerce RevenueBest Practices andUse Caseswww.infotrustllc.com
Shopping Behavior Funnels@infotrustllcPlaceholder Image:Replace Me!www.infotrustllc.com
Consumer Journey AnalyticsAnalyzing visitor’s progressionthrough shopping stages: Product detail views Add to cart Remove from cart Checkout Purchase@infotrustllc
@infotrustllcProduct PerformanceWhat are mymost viewedproducts?What is theengagementwith myproducts?Whichproducts areconverting?www.infotrustllc.com
Custom Funnel - GA 360@infotrustllcwww.infotrustllc.com
@infotrustllcAgendaeCommerceOpportunity and ValueVisualizing Shopping Behaviorand Purchase FunnelHow GA Can Help DriveeCommerce RevenueBest Practices andUse Caseswww.infotrustllc.com
Best Practices@infotrustllcHave a plan - wishlist requirements mapped and business questions documentedTechnically speaking - start with an audit to see what questions can be answered accuratelyDesign implementation - leverage tag management system processStart with key/critical items first- phase it outDocumentation of the business questions, with links back to reporting and visualsTesting, testing, testingwww.infotrustllc.com
Ongoing Auditing with Tag InspectorEnsure that all data is being properlycollected and no unauthorized 3rdparties are collecting user information onsite. Two modules: Scan site with Tag Inspector toensure proper behavior Monitor that tags are collectingproper data attributes from usersusing Tag Inspector Realtime.Deployed on staging and productionCustom roll-up reports to summarizefindings across all domains.24
Minimizing Data Errors with MonitoringScalable real-time alerting with Tag Inspector has been proven to significantlyreduce data collection gaps for both Google Analytics and other tags/toolssuch as conversion pixels, remarketing tags, etc.Minimizing data collection gaps with Tag Inspector,monitoring solution for data collection.25
Using Custom Alerts
How to GetStarted1.@infotrustllcDevelop your project process guidea.Stakeholder alignmentb.Developing standardsc.Scope management and iteration planningd.Resource allocatione.Communication flowf.Risk Managementg.Testingh.Trainingwww.infotrustllc.com
@infotrustllcOurApproachTrainings, Enhancementsand Data InsightsData Management andQuality MonitoringWeb/App AnalyticsImplementation &Technology IntegrationScalable and FlexibleArchitecturewww.infotrustllc.com
@infotrustllcThanks!Any Questions?amin@infotrustllc.comConfidential property of InfoTrust. Not to be disclosed, reproduced, distributed or used for any unauthorizedpurpose without InfoTrust’s prior written authorization.2016 InfoTrust. All Rights Reserved.
eCommerce: Best Practices for Data-Driven Marketing Using Google Analytics . checkout steps? www.infotrustllc.com @infotrustllc Am I showing the right . Best Practices Have a plan - wishlist requirements mapped and business questions documented Technically speaking - start with an audit to see what questions can be answered accurately .
