UShip Example

1. Global Analytics Implementation
Joel Benavidez
March 2016
1

2. Global Analytics Process Approach
2
2
Q1-Q2 2016
Discovery and Planning
Q3 2016
Global Solution Design
Q3-Q4 2016
Data Collection Begins
2017
What’s Next
Data Collection Set-up
Completes
New KPI baselines
established
Report Building
Google Training
Site and campaign
effectiveness analysis
begins
Brands and Markets are
prioritizing digital
activities based upon
consitent measurement
framework.
Stakeholders interviewed to
gather business requirements
Customer Facing
Web Properties
• Brand
• Landing Pages
• Shopping Tools
• Owner
• Merchandise
• Dealers/Shipping
Companies
Majority of current KPIs:
Visits, Unique Visitors, Page
Views, Time on Site:
2016 Completion
• Web Properties Brand &
Dealers
• All applicable countries
uShip Custom Conversions
& Dimensions: Remaining
KPIs:
2016 Completion
• 25 Web Properties

3. Global Analytics Process Approach
3
Discovery
• Analytics Interviews
• Apply uShip Global
Standards to each
microsite/application
• Site Planning
Discovery &
Planning
Tags Created &
Implemented
• Implementation
Training Meeting
• Tags Distributed
• Tags Implemented
Basic Data Collection
• “Out of the Box” web
metric reports
available
Basic Metrics &
Dimensions
External Integrations
• CRM/Email
Integrations
• Additional Tools such
as iPerceptions
External Integrations
Custom Conversions
& Dimensions
Data Mapping
• Create Tagging
Strategy by Mapping
Website into Google
design
Technical Set-Up
• Data Collection
Processing Rules
• Data Collection
Validation (QA)
Step 3
Step 1 Step 2 Step 5
Training Programs
• Implementation
• Reporting
• Governance
Reporting Set-up
• Foundational Web
Metrics Reports
• Additional Web
Metric Reports
Switchover to Google
• New Baselines
Established –
compare current tool
web metrics to
Google
• Start reporting web
metrics from Google
analytics tool
Reporting Set-up &
Training Programs
Step 4

4. Global Analytics Process Approach
4
Sites to be Completed
• http://www.uShip.com
• https://www.uShip.com
• (Insert other sites here)
DTM Tags Created &
Implemented
• DTM Implementation
Training Meeting
• DTM Tags Distributed
• DTM Tags
Implemented
Basic Data Collection
• “Out of the Box” web
metric reports
available
• Visits
• Page Views
• Unique Visitors
• Time Spent / Visit
• Bounce Rate
• Time Spent on Page
• By Device, Device
Type
Basic Metrics &
Dimensions
Step 2

5. Global Analytics Process Approach
What comes next?
5
Pilot Site Timing – www.uShip.com
Custom Conversions & Dimensions
Data Mapping
• Create Tagging Strategy by Mapping Website into Google design
Technical Set-Up
• Data Collection Processing Rules
• Data Collection Validation (QA)
Step 3
Custom Conversions Available for Reporting
• Lead Forms (Start & Complete)
• Dealer Site Link Out
• Region / Market / Brand KPIs used in standard reporting
• By Campaign Parameters
Knowledge
Transfer

6. Global Analytics Process Approach
Training Approach
6
Training Programs
• Implementation
• Reporting
• Governance
Reporting Set-up
• Foundational Web
Metrics Reports
• Additional Web
Metric Reports
Switchover to Google
• New Baselines
Established –
compare current tool
web metrics to
Google
• Start reporting web
metrics from Google
analytics tool
Reporting Set-up &
Training Programs
Step 4
Objective
Provide an effective training program that provides the market the
tools, documents, processes and hands on case scenario training to be
successful in maintaining and using the Google Analytics tool
After this training is complete, markets will have everything needed
to
• Maintain the tagging & implementation of the tool on existing
sites and within new analytics projects moving forward
• Adhere to uShip Standards & Processes to ensure standardize
KPI definitions
• Build Google Analytics reports to inform site and campaign
effectiveness analysis
Training sessions to follow pilot site completion.

7. Training Introductions
Who should be involved in each training session ?
7
• uShip Digital Marketing & Analytics Stakeholder(s)
• IT Lead(s) Supporting Digital Marketing
• Agency Account Management, Technical &
Analytics Leads
Governance
• IT Lead(s) Supporting Digital Marketing
• Agency Technical Leads & Developers
Implementation
• uShip Analysts
Reporting
To enable the in-market teams to manage Google Analytics post implementation, ensuring
that the correct stakeholders attend the sessions is of great importance.
Discovery &
Planning
Basic Metrics &
Dimensions
External Integrations
Custom Conversions
& Dimensions
Reporting Set-up &
Training Programs
Step 4
Step 1 Step 3
Step 2 Step 5
7

8. Backup
8

9. Out of the Box Metrics & Dimensions
9
Traffic Sources
 Referring Domain
 Referrers
 Referrer Types
 Search Engines
 Search Keywords &
Phrases
Traffic Metrics
 Page Views
 Visits
 Unique Visitors
 Time spent per Visit
Navigation
 Time Spent on Page
 Next Page Flow
 Previous Page Flow
 Fallout
 Full Paths
 Pathfinder
 Path Length
 Entry Pages
 Exit Pages
 Single Page Visits
 Exit Links
 File Downloads
Visitor Retention
 Return Visits
 Daily Return Visits
 Visit Number
 Return Frequency
 Visitor Domain
 Languages
 Time Zones
Technology
 Browser Height/Width
 Operating System
 Browser
 Cookies
 JavaScript
 Mobile Carrier
 Bots
Content
 Most Popular Pages
 Most Popular Site Sections
 Servers
Mobile
 Devices
 Device Type
 Manufacturer
 Operating System
 Screen Size
 Cookies
 Image Support
 Color Depth
 Audio Support
 Video Support
Visitor Profile
 Visitor Domain
 Languages
 Time Zones
 Countries
 Regions
 U.S. States
 U.S. DMA
 U.S. Zip