Cross device Marketing is a vast and complex subject constantly evolving in which companies and brands are facing numerous challenges and opportunities. If Google Tools presented are no absolute weapon alone, however, they are important elements to be integrated into your global (digital) marketing strategy.
Although we can already enjoy the new performance of Enhanced Campaign, it will take a couple of months to fully operate the new features promised by Universal Analytics. That being said, it is important to prepare the ground now in order to be ready to jump tomorrow. Analysis of the cross-device and cross-channel data is definitely a powerfull way to improve the ROI of every kind of business.
2. K Company
Customer engagement
Business Intelligence
Business Consulting
Technical solutions
• Customer journey roadmap
• MVT approach
• Content strategy
• Information architecture
• Clickable prototype
• User Testing
• Transmedia and cross canal strategy
• …
• Web analytics
• KPI definition
• Multi source dashboard creation
• CRM Consolidation
• SEM
• Sitecore
• Adobe CQ
• Drupal - Acquia
• Sharepoint
• Alfresco
• Liferay
• Jive / Podio / …
• Change management
• KM 2.0 deployment
• Multi source dashboard creation
• Organic innovation implementation
• Stakeholders management
3. K Workshop #1
First workshop
• Insight on new trends
• Discuss with our clients
Cross device marketing & Google tools
• Cross-channel business needs: Cross device
is a powerful way to attract business
• Google Universal Analytics & Google
Enhanced campaign: 2 new relevant Google
tools
• Questions, closing & lunch (Presentation will
be available on our Slideshare account)
4. Practical information
# of the day
#KWorkshop
Connect with K
contact@k-cy.com
+32 2 880 71 09
@k__company
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5. Google tools for cross-device marketing
Cross-channel business needs
10. • Consumption: additional AND / OR
Concurrently
• Multiple touchpoints and cross canal
customer journey
• We communicate without even knowing it
Touchpoints
11. We use numerous devices, to access
multiples platforms who give us unlimited
contents...
Device 2
Device 3
Device 4
Device 1 Platform
Platform
Platform
Platform
Platform
Platform
Platform
Platform Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
14. A complex analysis
More touchpoints, more interfaces and
more platforms, but also a behavior
which is function of the timing, the
place, the context etc….
Usage by device vs time of the
day (USA)
15. Liste des tâches
More touchpoints, more interfaces and
more platforms, but also a behavior
which is function of the timing, the
place, the context etc….
Usage by device vs time of the day (France)
16. A complex analysis
We use different devices all around the day… and we do
differents things on each device.
19. We prefer some interfaces depending
on the context & purpose.
Everywhere
Speedofaccess
Number 1 to search
information
Number One for online
purchase
(75% of cases)
20. The secret of delivering the
right content at the right time
should be something like:
Content =
User Persona
User
expectations
Time x Context
(Interface +
Platform)
21.
22. The answer is not easy and certainly not
universal… but tools like Google Enhanced
Campaign & Universal analytics may help
marketers to find their way.
You are here…
23. QUESTIONS
Which content to deliver ?
When ?
How this content will be
considered ?
Which other channel will interact ?
Which channel will convert ?
How each channel will perform ?
24. Google tools & cross device marketing
Enhanced campaigns & universal analytics
23 May 2013
25. Ingrid Rennoir
e Business Intelligence consultant
At K Company - Cronos
More info?
ingrid@k-cy.com
be.linkedin.com/in/ingridrennoir
37. A display example
Situation
• Hours: 6:00 – 9:00
• Geo: option for United States
• Interest: decoration, gardening, literature
• Placement: less conversions on decoration sites
• Age: 30/40
Campaign
• +30% between 6:00 and
9:00
Ad group
• Default bid: 1€
• Bi for gardening and
literature sites: 1,50€
• +40% for 30/40
• -50% for decoration sites
38. Goals
• Increase conversions
• Grow visibility by boosting page views and site traffic
• Generate email and phone replies to ads
Approach
• Embraced AdWords enhanced campaigns
• Targeted mobile users for the first time
• Adjusted CPC bid for mobile devices first to +25%, then to +40%
• Migrated 100% of campaigns in French market within one week
Results
• Total conversions increased 34%
• CPA remained stable, even decreasing in some categories
Case: 34% more conversions
thanks to Enhanced Campaigns
Source: Google Engage document
44. Session based vs User centric view
Phone Laptop Laptop Tab
Discover First purchase Second purchase Loyalty
Unique visitor 1 Unique visitor 2 Unique visitor 3
Classic Analytics
45. Session based vs User centric view
Phone Laptop Laptop Tab
Discover First purchase Second purchase Loyalty
Unique visitor
Customer journey
Universal Analytics
46. Off line: Measurement Protocol
User
Website
PC Tab Smartphone
Shop Call
Universal Analytics
47. Custom dimensions & custom metrics
Source: http://www.youtube.com/watch?v=C27yMQOS8n0
Hacking Universal Analytics - Tying Caffeine to Productivity
by LovesData
48. No Adwords without Analytics
No marketing without tracking tool
No performance without analysis
49. Fundamental changes
Enhanced Campaign
Diffusion on all devices
Bid adjustement for mobile
Same bid strategy for tab and laptop
Total control of mobile announce
Universal Analytics
New tracking
Cross device & cross channel
Custom dimensions & metrics