1. Universal Intelligence
in the Multi-Screen World

3. 8 years

4. THE WORLD HAS GONE
MULTI-SCREEN!
Source: Business Insider/Statista/ComScore

5. MORE TRAFFIC FROM MOBILE
LESS FROM LAPTOPS/DESKTOPS BUT…
Desktop
Tablet
Traffic
Desktop
Tablet
Mobile
Conversion rates
Mobile

6. …AND THIS IS
HOW WE ALL
ENDED UP…

7. ALMOST…

8. BACK TO SCHOOL

9. THE DATA YOU GET NOW
…is somehow incomplete.
_utma=11111
&cid=111
_utma=22222
&cid=222
_utma=33333
&cid=333
Unique "
Visitor 1
Unique "
Visitor 2
Unique "
Visitor 3
3
Unique Visitors

10. UNIVERSAL
INTELLIGENCE

11. UNIVERSAL ANALYTICS
USER ID

12. Unique "
Visitor
UNIVERSAL ANALYTICS WITH USER ID
...MULTI-SESSION VISITOR UNITED ACROSS DEVICES
&cid=111
&uid=666
&cid=222
&uid=666
&cid=333
&uid=666
1
Unique Visitor

13. OK
HOW DOES IT WORK?
WHAT ABOUT THE DATA?

14. surfing on mobile
surfing @work
previous visits
UNIVERSAL ANALYTICS WITH USER ID
SESSION UNIFICATION
home e-shopping
shopping on tablet
Logged-in visits
Logged-out visits
Google Search ad click
EUR 2 999.00
EUR 399.99
DATA NOT INCLUDED IN THE XDEVICE
REPORTING
USER ID SESSIONS REPORTED UNDER THE XDEVICE SUITE

15. USER ID SETUP
USER ID IN GA

16. USER ID STATUS
USER ID Coverage
USER ID split

17. USER ID SEGMENTATION
USER ID Coverage

18. DEVICE OVERLAP
Cross Device
device category paths

19. DEVICE OVERLAP
Cross Device

20. DEVICE OVERLAP – REVENUE
Cross Device

21. DEVICE OVERLAP – SEGMENTATION
Cross Device

22. DEVICE PATHS
Cross Device

23. PATHS OPTIONS
Cross Device

24. DEVICE PATHS – ECOMMERCE
Cross Device

25. ACQUISITION DEVICE
Cross Device

26. WHERE DOES IT ALL
FIT IN THEN?

27. CROSS-TRACKING IN E-COMMERCE
CROSS-SCREEN = CROSS-ANALYSIS ;-)
E-COMMERCE SITE
WITH USER
AUTHENTICATION
(LOGIN)
XDEVICE
2
1
OFFLINE STORE WITH
LOYALTY CARDS FOR
INDIVIDUAL AND
BUSINESS CUSTOMERS
(OFFLINE MEASUREMENT)
ONLINE SHOPPING
(mobile site + mapp),
CUSTOMER HELPLINE
AND MANY MORE
XDEVICE/XASSETS
3
E-SHOPPING
estore.tesco.com
USER ID
UNIVERSAL
ANALYTICS

28. SO WHAT?

29. WELL, THE REAL WORLD IS WAITING…
…FOR YOU!
Re-evaluate the
journey…
1
2
3
Become a
multiscreen
expert…
Complete the
ecosystem -
track offline and
across devices!

31. THIS IS IT…
THANKS! ;-)
google.com/+pawelmatkowski