Our Analytics Team reviewed new analytics tools and upgrades that can increase your data gathering capabilites in 2014. Included are Universal Analytics, Tag Management Solutions, Content Groupings, Attribution Analysis, Mobile App Measurement, Call Tracking, and more. Also included is a review of our in-house Cost Import tool, which ties Paid Media budget data to Google Analytics.

1. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R YNINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Updating Your
Analytics Toolbox
July 25, 2014
Buzz Event

2. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
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Today:
We will provide an update of new and
upgraded measurement tools that you need
to measure marketing effectiveness.

3. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Today’s Presenters
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Luke Schlegel
Director of Analytics
• M.B.A. from The Carlson School of Management
• B.A. in Economics from Carleton College
Client Work includes:
• Home improvement
• Medical devices
• Spirits
• Footwear
• Non-profits
• Travel
Lizzy Wilkins
Senior Data Scientist
• B.A. in Cognitive & Linguistic Science and Italian Studies
from Wellesley College
• Researched at MIT Media Lab in the Cognitive Machines
Group
• Studied in the MIT Comparative Media Studies program
Client Work includes:
• Health and fitness
• Home furnishings
• Consumer-packaged goods
• Medical devices
• Tax Services
• Education
• Non-profits

4. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
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AGENDA
• Changes and Updates to Google Analytics
– Universal Analytics
– New and Improved Functionality
• Tag Management Tools
– What Are They?
– Why Should You Be Using Them?
• Mobile App Analytics
• Call Tracking

5. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Google Analytics
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6. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
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Universal Analytics (UA)
A Google Analytics update that alters the
way that data is collected and organized,
allowing for a better understanding of how
users interact with content

7. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Universal Analytics History
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October
2012
• Launched into
private beta
March 2013
• Available in public
beta
April 2014
• Out of beta

8. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Universal Analytics: Today’s Standard
• Includes support for all legacy features of
Google Analytics
– Including remarketing which prevented us
from recommending implementation in the
past
• We are encouraging clients to begin
planning the upgrade
– The upgrade does require new code to be
deployed across a site and careful planning
– New product features are going to be focused
on Universal Analytics
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9. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Universal Analytics: Key Features
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• Connect users across devices, sessions,
and engagement data with the User ID
• More simplified cross domain tracking
using Referral Exclusion
• Adjustable session and tracking cookie
timeout settings
• Custom dimensions and custom metrics
collect data that are unique to your
business

10. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
• The Measurement Protocol is a set of rules
which Google Analytics uses to collect data
across any device or system.
• This means you can now send data from call
center systems, point of sale systems, car
computers, washing machines, etc.
Universal Analytics Feature:
Measurement Protocol
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Raw User Interaction Data Google
Analytics
Servers
HTTP Request
from Developers

11. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Google Analytics Updates: Data
Integration
• Google Analytics supports data
integrations from multiple sources.
– Content data (metadata related to authorship
and subject)
– Product data (reduces the amount of
ecommerce data you need to send to GA
servers)
– E-commerce refund data
– Cost data (from paid search, display, non-
Google media campaigns)
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12. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
NHI Cost Importation Tool
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13. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Enhanced E-Commerce
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14. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Google Analytics Update: Enhanced E-
Commerce
• Builds on Universal Analytics’ user-
centered view
• Tracks user activity throughout the website
journey such as:
– Clicks on a product links
– Product detail page views
– Impressions and clicks on internal
promotions
– Adding/removing a product from a
shopping cart
– Initiating the of the checkout process
– Order returns and refunds (through a
data upload) 14

15. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Enhanced E-Commerce Sample
Report
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16. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Content Grouping
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17. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Content Grouping
• Content Grouping is a way
to segment your data by the
types of page/content on
your site
– Group content according to
important website natural
groupings within a hierarchy
• Provides straightforward
understanding how content
drive actions and
conversions
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Content
Grouping
Content
Group
Content
Group

18. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Content Grouping Organization
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• Google Analytics allows up to five content groupings with unlimited
groups within each.
Bedroom
Mattresses
Bed Frames
Office
Desks
Bookshelves
Living Room
Couches
Coffee Tables
Informational
Cost Saving
Eco-friendly
Easy
Installation
Products
Air
Conditioners
Heaters
Product Example
Focus: E-Commerce
Content Example
Focus: Brand
Engagement

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Content Groupings:
Provide additional content level insights
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Content Groupings: Implementation
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Implementation Options
Modify the
tracking code for
each page or screen
you want to group
Use regular
expressions to
extract the grouping
from the URL
Create rules to
group content

21. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Channel Groupings
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22. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Channel Groupings
• The same concept as content
groupings, but used within the
acquisition reports
– Similar but unique from source/medium
dimensions
• Default view for many of the
acquisition reports, and the default
is customizable
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23. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Channel Groupings: Use Cases
• Extends analysis beyond the
source/medium
• We have used it to group traffic by:
– Referrals from parent organizations
– Direct mail campaigns
– Out-of-home ads
– Paid social traffic
– RSS feeds
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24. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Attribution Models
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25. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Attribution Models
• A rule/set of rules that determine how credit for
conversions is assigned to events in the
conversion path
• Allows…
– For the creation of models that give more weight to
certain steps in the conversion path
– For comparison of models to understand return on
advertising investments
– For better budget allocation across marketing channels
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0% 20% 40% 60% 80% 100%
Linear
Weighted
First Click
Time Decay
ModelTypes
Paid
Display
Organic
Social

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Attribution Models
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27. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Custom Attribution Model Creation
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28. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Tag Management Solutions
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29. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
You want to upgrade to Universal
Analytics but…
• your development team is busy.
• you are still waiting for completion of
the last implementation.
• your marking requests are always de-
prioritized in favor of operations
requests.
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30. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Consider A Tag Management Solution
• Instead of placing individual and
unique tags across a website, you can
use a single container.
• New tags can be added and deployed
with minimal programming experience
using a web interface.
• Limits the need for onclick tags across
the website
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31. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Tag Management Interface
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32. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Tag Manager: Becoming the Standard
• Analytics
packages are
expanding to tag
management
– Google Tag
Manager
– Adobe Dynamic
Tag Manager
• Stand-alone Tag
Management
Products
– Tealium
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33. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Tag Management Considerations
• Implementing a tag management
tool should be considered when you
are looking to upgrade your
analytics platform.
• Additional coding may be needed on
certain pages to make information
available
• A governance and quality assurance
policy should be developed and
should be followed. 33

34. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Mobile App Analytics
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35. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Flurry Analytics
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36. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Why Use Flurry?
• Use if your primary key performance indicator is brand
awareness or engagement
• Flurry has two “wins:”
– Robust audience measurement capabilities
– Benchmarks against industry/app vertical averages
• Display ad opportunities at scale
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37. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Return Rate (Repeat Engagement)
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Audience Measurement Across Apps
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Interest by Sessions/New Users
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User Acquisition
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Pathing
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Conversion Funnels
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43. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Google Mobile App Analytics
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44. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Why use Google Mobile App Analytics?
• Better reporting on e-commerce
• Integrates with AdWords allowing
referral source reporting
• Integrates with other Google tools and
Google Analytics views
• Measures across devices
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45. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
New Feature: Active Users
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46. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Recency
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47. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Plays Nicely with Other Google
Products
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48. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Pathing
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49. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Call Tracking
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50. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Call Tracking
• Unique numbers assigned and displayed on the site
assigned by
– Channel
– User
• Identify the source of phone leads
– Organic versus paid
• Localized phone numbers create an enhanced user
experience
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51. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Implementations
• Adding a single piece of JavaScript to
the website can generate unique
phone numbers
• When calls are initiated, a postback to
Google Analytics (another analytics
package) occurs, recording the source
of the call.
• Costs are based on the number of
phone numbers needed and call
volume
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52. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Key Takeaways
• If you are a Google Analytics user,
begin planning a migration and an
upgrade to Universal Analytics.
• Utilize features such as channel and
content groupings to make your data
easier to use.
• Implement call tracking to measure
the full impact of your website and
your digital media.
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53. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y
Thank you
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For more information on how to
update your analytics toolbox, visit
NinaHale.com.
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