Digital Analytics and Machine Learning tips for Sales Optimization, presented at ProductTank event in Helsinki, September 6, 2018. By Petri Mertanen, Director of Digital Analytics at Annalect, Omnicom Media Group Finland.
4. Some tools to consider
Web Analytics:
• Google Analytics
• Adobe Analytics
• IBM (Coremetrics)
• Kissmetrics
• Mixpanel
• Siteimprove
• Webtrends
• Snoobi
• Piwik
• Etc.
Tag Management:
• Google Tag Manager
• Adobe Dynamic Tag
Management
• IBM DDX
• Ensighten
• Tealium
• Segment
• Tag Commander
• Signal
• Etc.
CRO / User experience:
• Google Optimize
• Adobe Test & Target
• Visual Website Optimizer
• Optimizely
• Unbounce
• Clicktale
• CrazyEgg
• ThunderHead
• Hotjar
• Etc.
Dashboard:
• Google Data Studio
• Microsoft Power BI
• IBM Cognos
• SAP
• SAS
• Tableau
• Qlik
• Klipfolio
• Geckoboard
• Etc.
9. Analytics is easy to start
Just place the snippet in website and ”enjoy” multiple reports
10.
11. You have visits – so what?
What Google Analytics doesn’t track with the basic setup:
• Outbound links
• Sharing features
• Email, chat or phone number clicks
• Ecommerce process, transactions or revenue
• Goals & goal funnels
• Custom dimensions or metrics
• File downloads, forms, videos
• UserID, sessionID
• Internal search
GOOGLE TAG MANAGER HAS AUTOMATIC LISTENERS AND OTHER COOL THINGS.
WE CAN USE THEM TO SAVE THE DATA NEEDED EASILY TO GOOGLE ANALYTICS
12.
13. Get 20 days trial period and -10 % off from your subscription with this link: https://www.leadfeeder.com/?rc=mertanen or partner code: mertanen
17. We’ll define what
data we need &
implement
Google Analytics
accordingly
We’ll see what
kind of data
we get from
Google Analytics
by default
Google Analytics implementation
29. Segment like hell
Picture credits to: http://gabrielajohnsons.blogspot.com
Use segments:
• Products
• Product category
• Traffic source / medium
• Landing pages
• Device type
• Gender
• Age
• And combinations, such as:
product / category and traffic source
32. Tarkista ettei löydy
”hassuja” Gmail-käyttäjiä
Aktivoi user-metrics ja
demografinen data
Aktivoi mainonta ja re-
marketing ominaisuudet.
Sulje pois tietyt viittaavat
liikenteen läheet
Google-työkalujen linkitys
Analyticsin kanssa
Define re-marketing
audiences for Google Ads
(search and display network)Datan tuonnin määrittely
Google Analyticsiin
Näkymien asetukset:
aikavyöhyke, valuutta,
sisäinen haku, bottiliikenne
Tavoitteiden määrittely
Suodattimien määrittely
Verkkokauppaseurannan
asetukset
Henkilökohtaiset työkalut
ja asetukset sekä niiden
jakaminen muille
33. Bring Google Analytics goals to
Google Ads in order to use
automatic optimization towards
conversion.
39. Product development: Marketing comms:
Automatic content creation
Guiding and enhancing
the product development
Analysing customer feedback
Market research
In (digital or IoT) product web
or mobile application itself
Finding customer segments /
clusters based on behaviour
Automatic advertising
optimisation
Automatic data analysis,
anomaly detection.
Attribution modelling, for
example Markov model
39
Possibilities of AI and Machine Learning
Automatic conversion
optimisation