As marketeers we need to report on several mediums and datasources. Google Analytics gives us great insights about the behavior on our website, but the customer journey doesn’t start or ends on one website. In this session you will Learn: - How to export data & connect it with other data sources like Facebook, Twitter, CMS, CRM... - How to connect any data service and bring your KPI’s together into one real-time dashboard - How to create a multichannel dashboard to help you gain insights as unique & complex as your business

1. Multichannel Dashboards
28 august 2015 Thomas Danniau
#gauc
@danniau

2. Why a multichannel dashboard?
How to enrich GA data with other channels?
Import data into GA
Export GA data
What’s my suitable multichannel dashboard tool?
Cases
Takeaways
Multichannel dashboards

3. Why a multichannel
dashboard?

4. 2011

5. 2015

6. Multichannel marketing leads to
multichannel dashboarding
Why a multichannel dashboard?

7. Why a multichannel dashboard?

8. How to enrich GA data
with other channels?

9. Enrich GA data
Import data into in GA
Export GA DATA

10. Import data into GA

11. Dimension Widening (Custom dimensions)
Page
Sessions
User
Import data into GA

12. Cost Data Import
Import data into GA

13. Export GA data

14. Export GA data
GA Reporting
API

15. Export GA data
GA API
Client
Received data
Query URI

16. Export GA data – Query URI
https://www.googleapis.com/analytics/v3/data/ga?
ids=ga%3A103375727&
start-date=2015-01-04&
end-date=2015-04-30&
metrics=ga%3Ausers%2Cga%3Asessions&
dimensions=ga%3Amonth&
sort=-ga%3Ausers&
max-results=10000

17. Tip:
@ https://ga-dev-tools.appspot.com/query-explorer/
Export GA data – Query Explorer
1

18. Tip:
@ https://ga-dev-tools.appspot.com/query-explorer/
Export GA data – Query Explorer
2

19. Tip:
@ https://ga-dev-tools.appspot.com/query-explorer/
Export GA data – Query Explorer
3

20. Export GA data
GA API

21. Be careful with …

22. Be careful with sampled data
Sampling occurs with more than 500.000 sessions
(25M for Premium)
Extra attention
Large websites (with a lot of sessions)
Long date range
More than 1 dimension (ex. source + landing page)
Goals (with low conversion rate)
Export GA data

23. Be careful with different scopes
Page
Session
Users
Export GA data
Dimension Metrics Status
Source / Medium Users NOK
Source / Medium Sessions, Bounce Rate, Goals OK
Page Sessions, Avg. Session duration,
Goals
NOK
Page Pageviews, Avg. Time on Page OK
Landing page Sessions, Avg. Session
duration, Goals
OK

24. What’s my suitable
multichannel
dashboard tool?

25. Available dashboarding tools

26. Dashboarding tools
Tool Web based Pricing Datasources
Analytics Edge
(Excel plugin)
NO Free GA only
extra datasource => extra plugin / DEV
Google
Spreadsheet
YES Free GA only
extra datasource => extra plugin / DEV
Geckoboard YES $468 / year / User
(custom CSS)
80+ default connectors
Ex. GA, FB, Twitter, Google Sheets, ...
Push own data with API
csv, XML, CSV, JSON
Klipfolio YES $240 / user / year
(no custom CSS)
20+ default integrations
Ex. GA, FB, Twitter, Google Sheets, …
Push own data with API, FTP, Email,
GET/POST, SOAP, SQL, …
Tableau YES $500 / user / year
Tableau online
(no custom CSS)
Database driven connectors
Ex. IBM DB, Azure, Microsoft SQL, MySQL,
SAP, …
No default Social Media plugins
ex. FB, Twitter, LinkedIn, …

27. Dashboarding tools
Tool Features Flexibilty Learning
curve
Suitable for
Analytics Edge
(Excel plugin)
= Excel = Excel Low Quick win
GA only
Excel lovers
Google Sheet = Google
Sheets
= Google
Sheets
Medium if
you stick to
GA
Quick win
Limited datasources
Google Sheets lovers
Geckoboard High Medium Medium Fast result for multichannel
dashboarding with good look
and feel
Klipfolio High High High Best suitable when using
many datasources and
functionalities
Tableau High BI Medium High More suitable for BI

28. Cases

29. Connect GA data with Selligent (CRM)

30. Use UTM tagging
Connect GA data with Selligent (CRM)
mycampaignwebsite.com/?
utm_source=selligent&
utm_medium=email&
utm_content=meddb-launch&
utm_campaign=emea-hero-or
CSV upload API

31. Use UTM tagging
Connect GA data with Facebook data
www.mycampaignsite.com/?
utm_source=facebook&
utm_medium=social&
utm_campaign=nomination

32. Compare Adwords, Twitter, FB, …

33. Facebook API != Facebook Ads API
LinkedIn API != LinkedIn Ads API
Twitter API != Twitter Ads API
Compare Adwords, Twitter, FB, …

34. Use Custom Dimensions
Connect GA data with Google docs

35. Case

36. Case

37. Case

38. Case

39. Takeaways

40. Multichannel marketing needs
multichannel dashboarding

41. Use the Query Explorer to
create your Query URI

42. Watch out with sampled data

43. Use UTM tagging or Custom
Dimensions to connect GA with
other channels

44. Find your suitable
dashboarding tool

45. Q&A
tdanniau@reference.be
#gauc
@danniau