+ The evolving challenge of User-Centric Camapigns tracking + Emerging new audience tracking tools + How Universal Analytics will become the new standard? + Semetis experience shared

1. Improve your Campaign with
User-Centric Consolidated Data
Stephane Juricic
Senior e-Business Consultant
&
Sylvain Thirionet
e-Business Consultant

2. San-Franfisco

3. Agenda
Three Main online Trends
I.
Tracking Shift
II. Technological Shift
III. Behavior Shift
Technology & Marketing ?

6. Universal Analytics
Switch to Mobile environnement
Source:
howwebrowse.be

7. Universal Analytics
Unique Identifier (UID)
3 unique visitors  1 (logged) unique visitors
Classical Analytics
Universal Analytics

8. Semetis Experience
Case - Unique Identifier
- Exact same filters / 2 different profiles (GA & UA)
November 2013
Unique visitors
Classic Analytics
1,676
Universal Analytics
1,459
Difference
-13%
- Less visitors due to multi-device navigation
UID effect

9. Universal Analytics
What else ? … External data integration

10. Universal Analytics
What else ? … Account Personnalization

11. Universal Analytics Limits
 UID = European
Legal Problem
 Remarketing list not yet available
 Content experiment not working
 DFA integration not yet possible
 Customization (too) advanced

12. Universal Analytics Future
Full transition (Auto-transfert  Phase 4.)
Tool developped to swith to UA
Need to adapt to the user environment

13. 2. Technological shift
Data explosion
McKinsey - A retailer
using big data to the full
could increase its
operating margin by more
than 60%

15. Advanced Dashboarding
 Plugin with Google Analytics API
 Automated Updates through scripts
 Easy Sharing with Google Drive

16. Advanced Automated Tools
 Custom tool built on specific clients need
 Data Coming from multiple sources (Google API, Facebook
API,…)

17. Need of Specialists
Semetis Experience:
- Universal Analytics
First update May 2013
12 accounts upgraded
- Google Tag Manager
First update December 2012
6 current projects
- Automated Dashboards
15 clients with automated dashboards
- Custom Tools
5 clients with cutsom automated tools
 With a business Focus

19. New Audience tracking Tools
mixpanel
Actions speak louder than PageViews
KISSmetrics
Google Analytics tells you what
happened, KISSmetrics tells you who did
it.
User-centric & Event based approach

20. Google follows the Trend
Auto-Event Tracking
 Measure every interaction on page
 All click listener
 Next page
 Outbound
 Click behaviour

25. Semetis Experience
Case – Measuring Impression Role
 Impressions are now part of the Funnel user flow
 For this Semetis client, we found that
20% of online transactions
is influenced by a Display Clicks or Impressions