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1. Multi-Channel, Multi-Device, Multi-Platform
Measurement
Marketing Festival Brno 2013
Matthias Bettag, Digital Analytics Consultant, Berlin
@MatthiasBettag

2. About me
Job:
• Self employed Digital Analytics Consultant and Certified
Web Analyst™
Representation:
• Country Manager Germany of the Digital Analytics Association
(DAA)
• Country Manager Germany for Mind Your Privacy (Spain)
Conferences:
•
Co-Owner of the Discussion Conference DA Hub (ex XChange Europe) June 2-4, 2014 in Berlin
• Co-Chair of eMetrics Germany , November 4-5, 2014 in Berlin
• Vice Chair of the I-COM Conference, March 31-April 3, 2014 in Sevilla
Education: Tutor of the „Award of Achievement in Digital Analytics” online
course of the University of British Columbia

3. Multi-Channel Measurement
• Examples for different
Channels:
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Search Engine Advertising (SEA)
Organic Search
Display&Banner Advertising
Email
Video
Mobile Ads
Social Media Ads + Links
Portals
Other Paid Links
Radio/TV Ads
Print Ads
…

4. Multi-Channel Measurement
• Channel measurement
is visit based
– Customer journey across
different channels?
• Channels are traffic
drivers
– Quantity vs Quality?

5. Multi-Channel Measurement Goals
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CTR – CPC – CPM – CPP – PPO – ROI
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Awareness?
Traffic?
Purchases?
Cost reduction (per order)?
Overall RoI?
CTR/CPC/CPM  Ad-Server
CPP/PPO/ROI  Website
Level of Segmentation is rather technical:
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Keywords
Campaigns
Referrers
Time/Date
Revenue
Purchases, conversions
Products, Landingpages
…

6. Measuring Goals per Channel
• Campaign Tracking
– Ensure ALL campaign links have the necessary
parameters attached to the URL (after the „?“)
– Campaign Tracking Link Example:
Different
variables,
separator: &
www.domain.com/page?cid=123&ref=abc&date=DMY&kw=xy
www.domain.com/page?cid=123|ref=abc|date=DMY|kw=xy
Landingpage
Campaign ID
Referrer
Date from/to
Many other parameters are possible (Banner sizes, types, ..)
Challenge 1: Consistency and accuracy across all campaigns
Challenge 2: Report configuration can become complex
Keyword (set)
One variable
with different
attributes

7. So, this gives me superpower?

8. Moving beyond „simple“ campaign
traffic analysis
• Define (real business relevant) KPIs across all
platforms
• Define how your KPIs apply to each platform
• Categorize campaigns by their goals
• Establish a common understanding across all
stakeholders
• Start thinking about customer analytics

9. Solving Multi-Channel Measurement
• Customer Segmentation:
– Personas / Target
Audiences?
– Identifiable by their
online behavior?
– Create visit segments
(use cases)
– Create visitor segments
(user behavior)

10. Let the Barcelona Food Market explain
Segmentation..
Amount –
Turnaround –
Conv.Rate
Occasional buyer
Bulk buyer for restaurants
Amount –
Turnaround –
Conv.Rate
Amount – Turnaround
Regular buyer for own household
– Conv.Rate
MS-Aida tourist on a shore leave..
Amount – Turnaround – Conv.Rate
Buying
lemons
Buying onions
Buying tomatos
Buying
pears

11. Multi-Device Measurement
• A user is using multiple devices on a customer
journey:
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Desktop PC (e.g. at work)
Laptop
Smartphone
Tablet
Playstation, Xbox, etc.
Smart TV
…
Source: www.broadwayworld.com/bwwgeeks/article/Users-Weighed-Down-byMultiple-Gadgets-and-Mobile-Devices-New-Sophos-Survey-Reveals-20130314
CAGR =
Compound
Annual Growth
Rate
M2M =
Machine to
Machine
Communication

12. Solving Multi-Device Measurement
• Perfect solution: Use a mandatory login.
• Even better: Providing Hardware and Platforms!
– Google, Apple, Microsoft, Amazon, ..
• „Closed communities“ (only platforms) are in
advantage
– Facebook, Ebay, large portals, ..
• Really hard to measure users across devices otherwise

13. Methods for Customer Analytics
Two examples:
1) Drawbrid.ge uses massive amount of (3rd party) cookies and e.g. matches devices by time and
location  calculated approximity, but obviously working well enough
2) Lytics.io – System starts low and learns over time by connecting dots and pieces together, e.g. by:
• Cookie backmatching
• Campaigns with unique userIDs, then tracking visitors and tying identities together
• Matching-Algorithms inside a system
• CallToAction via Twitter results to connects a social profile to a web profile
• Similar with Mobile App to Web
Without such sophisticated systems:
• Providing a personalized user experience helps to bridge cross device usage seamlessly (provide a
strong benefit for a log-in)
• Generally, a good visit-/visitor segmentation is already helpful to optimize per platform/device

14. Multi-Platform Measurement
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Own Website(s)
Mobile Websites
Mobile Apps
App Stores
Social Media Platforms
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External Portals (e.g. Aggregators,
Communities)
Gaming Platforms
Widgets embedded in third party websites
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15. Better Multi-Platform Measurement
• What purpose does each platform have?
– Lead generation, Traffic driver, Research and
information, Mobile/local services, Purchases, Rating,
none really.. (but the competitor is there, too), … ?
• How does a platform contribute to a business
goal?
• Assign appropriate business KPIs (per segment) to
the different platforms

16. Measure the user experience,
not each silo by ist own
• Track one user experience into one reporting
suite: If a website includes different platforms
(e.g. general global structure and local content in
frames) track visits and visitors across the
platforms without duplication
• You‘ll probably need to customize the main JS-file
and have to inherit VisitorIDs across platforms
• Debug, Debug, Debug!

17. More silos: Using 3rd Party Trackers?
• Think of moving from 3rd party tracking to 1st
party tracking
– And be prepared to lose ~90% of data tracked by 3rd
party tools with the upcoming EU privacy regulation
Your
3rd Party
Trackers

18. Sky-Level: Ready for strategical #CRO?
• Understanding your conversions across all these
“multi-multis” is hard!
• An attribution model helps to:
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Understand the different touchpoints of a user journey
Understand a touchpoint‘s impact on the user behavior
Understand how touchpoints influence
Optimize marketing spends
• Consider a Tag Management Systems (TMS)..

19. TMS: Solving Data Inaccuracy
• Data inaccuracy caused by:
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Users deleting cookies
Users on multiple devices
Missing offline campaign tagging
„Dark social“
TMS benefits:
Multi-channel management at a glance
 Double tracking to end system and TMS
 Rule engine to configure firing rules in very detail
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20. TMS: Solving Data Duplication
• Data duplication caused by:
– Channels measured in silos
– Problem: Multiple
affiliates/channels claim for
the same conversions
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TMS benefits:
 Data-deduplication and allocation of actions per
touchpoint
 Clear picture of conversions by channels at a glance

21. TMS: Solving Insufficent Control
• Insufficient control caused by:
– No access to source code
– Results in long cycles for
updates/changes/adaptations
• TMS benefits:
– Direct configuration of tags via the
TMS
– Rule engine helps to customize firing
rules per tracker individually
– Provides individual level of control to
the different stakeholders

22. TMS: Managing Privacy Processes
• Users need detailed explanation
about all Trackers and the purpose
of data collection
• Avoiding unwanted data
• TMS benefits:
– Managing User Consent
– Control of Datastreams
Source: British Telecom

23. TMS: Solving Lack of Processes
• Lack of processes caused by:
– Missing Hub&Spokes model
– Friction between Marketing, Analytics
and IT causes delays
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TMS benefits:
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A Data Layer model enforces a tagging documentation
and by this transparency for all stakeholders
Each stakeholder can focus on the respective area of
responsibility and act independentely
Much quicker reaction time for any changes/updates

24. Too complex? In fact, that‘s so 1977..
Screenshot from “James Bond 007 - The Spy Who Loved Me” (1977)

25. Summary
• Segment your audience and their intentions
• Map KPIs to business goals
• Rely on your own data!
– .. and make sure you‘re allowed to use it..
• Try hard to understand your customer‘s decision making
behaviors
• Tools help, but governance is on you!

26. Thank You!
Matthias Bettag
Digital Analytics Consultant
DAA Country Manager Germany
MindYourPrivacy Country Manager Germany
matthiasbettag@gmail.com
@MatthiasBettag
de.linkedin.com/in/mbettag/