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MeasureCamp #10 - WTF are Related Products in Google Analytics Ecommerce?

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Introduction to the Google Analytics Related Products Feature

Publicada em: Dados e análise
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MeasureCamp #10 - WTF are Related Products in Google Analytics Ecommerce?

  1. 1. WTF are Related Products in Google Analytics Ecommerce? Michaela Linhart, Data Analyst @Women‘s Best MeasureCamp #10: 24th March 2017
  2. 2. ● fitness ● sportswear ● beauty
  3. 3. WTF are Related Products in Google Analytics Ecommerce? Michaela Linhart 1. WHAT ARE RELATED PRODUCTS?
  4. 4. Ecommerce Related Products are... products which are purchased together in an transaction and might have an relationship.
  5. 5. Ecommerce Related Products shows... … specifically purchased products. … randomly purchased products.
  6. 6. Correlation Score... a statistical number that quantifies the linear dependence of two products. 01 -1
  7. 7. WTF are Related Products in Google Analytics Ecommerce? Michaela Linhart 2. HOW TO SETUP RELATED PRODUCTS?
  8. 8. Setup: 1. Enable Feature 1. Enable Ecommerce 2. Enable Related Products Admin → View Level → Ecommerce Settings
  9. 9. Setup: 2. Implement Transaction Code
  10. 10. Setup: 3. Collect Transaction Data Collect data for > 30 days If transaction data is already collected, related products works retroactive. K E E P C A L M AND J U S T W A I T
  11. 11. WTF are Related Products in Google Analytics Ecommerce? Michaela Linhart 3. HOW TO GET RELATED PRODUCT DATA?
  12. 12. NO standard report for Related Products
  13. 13. GA Core Reporting API GA Query Explorer GA Spreadsheet Add-on
  14. 14. GA Spreadsheet Add-On Introduction 1.Download Add-On (Google Chrome only) 2.Add-on is available in Spreadsheet under: Top Menu → Add-ons → Google Analytics 1.Run it to get “Reporting Configuration” tab 2.Type your query in a column a. Query name b. API type: core c. GA view ID: e.g. 1281324 d. Date range e. Dimensions & metrics 3.Run it to get data
  15. 15. Dimensions queryProductId (obligatory) queryProductName queryProductVariation relatedProductId (obligatory) relatedProductName relatedProductVariation Metrics (at least one obligatory) correlationScore queryProductQuantity relatedProductQuantity Related Products Dimensions & Metrics
  16. 16. GA Spreadsheet Add-On Query
  17. 17. WTF are Related Products in Google Analytics Ecommerce? Michaela Linhart 4. ANALYSIS AND OPTIMIZATION HIGHLIGHTS
  18. 18. Tatatataaa: Related Product Data :-) Note: Example data only
  19. 19. Tatatataaa: Related Product Data :-/ Note: Example data only
  20. 20. Related Product Analysis Activate a Filter e.g. order correlation score asc / desc for a specific queryProduct (Beauty Drink, Leggings…) for a specific relatedProduct … For Nerds: Visualization via R, Tableau, Data Studio...
  21. 21. Related Products Analysis Note: Example data only
  22. 22. Bundle creation / optimization Remarketing User only buy Slim Body Shake → remarkting for Caps Email Marketing User put Slim Body Shake in cart and didn’t buy → sell bundle via Newsletter Internal Promotions Product Recommendations Customers also bought... Cross-selling / Up-selling Related Products Optimization Measurements
  23. 23. Summary: Related Products... … are products which are purchased together and might have an relationship. Relationship / Correlation Score: positive (1), negative (-1) or no relationship (0) Access related product data in GA via Core Reporting API Filter, Segment, Visualize for detailed data Optimize: Bundle, Remarketing, Email Marketing, Promotions, … → Increase sales easily!
  24. 24. Happy analyzing! Michaela Linhart Data Analyst @Women’s Best @MimiiiEinsteiiin

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