+ The evolving challenge of User-Centric Camapigns tracking
+ Emerging new audience tracking tools
+ How Universal Analytics will become the new standard?
+ Semetis experience shared
11. Universal Analytics Limits
UID = European
Legal Problem
Remarketing list not yet available
Content experiment not working
DFA integration not yet possible
Customization (too) advanced
12. Universal Analytics Future
Full transition (Auto-transfert Phase 4.)
Tool developped to swith to UA
Need to adapt to the user environment
13. 2. Technological shift
Data explosion
McKinsey - A retailer
using big data to the full
could increase its
operating margin by more
than 60%
14.
15. Advanced Dashboarding
Plugin with Google Analytics API
Automated Updates through scripts
Easy Sharing with Google Drive
16. Advanced Automated Tools
Custom tool built on specific clients need
Data Coming from multiple sources (Google API, Facebook
API,…)
17. Need of Specialists
Semetis Experience:
- Universal Analytics
First update May 2013
12 accounts upgraded
- Google Tag Manager
First update December 2012
6 current projects
- Automated Dashboards
15 clients with automated dashboards
- Custom Tools
5 clients with cutsom automated tools
With a business Focus
18.
19. New Audience tracking Tools
mixpanel
Actions speak louder than PageViews
KISSmetrics
Google Analytics tells you what
happened, KISSmetrics tells you who did
it.
User-centric & Event based approach
20. Google follows the Trend
Auto-Event Tracking
Measure every interaction on page
All click listener
Next page
Outbound
Click behaviour
21.
22.
23.
24.
25. Semetis Experience
Case – Measuring Impression Role
Impressions are now part of the Funnel user flow
For this Semetis client, we found that
20% of online transactions
is influenced by a Display Clicks or Impressions
Notes de l'éditeur
Europe ou belgiumUnique visitorssemetis
DSPsPerformance ad networks, Search bid managementleveraging behavioral targeting, context, multiple inventory sources, multiple creativesor keywords, and automating that buying process to generate the best results
Multiple networksAbility to deliversame/different messages to differenttargettrhough one unique platformGood attribution platforms access data across multiple channels for the advertiser and model interaction behavior that drives a consumer to make a decision at multiple points in a sales funnel – showing how search interacts with display for example, or how different sites interact with each other for a given audience. Again, this is enabled both by the availability of large data processing systems as well as by looking at multiple dimensions of advertising delivery.