Learn how to use Universal Analytics and dimension widening to import CRM data into Google Analytics, and then remarket to those segments. I also share my tips for organising a large Google Analytics implementation, plus a trick to simplifying your reporting with Custom Metrics. This talk was given at MeasureCamp London on 20th September 2014. The organisation document referenced in this presentation will be uploaded separately. Find out more at: www.metricmogul.co.uk @edbrocklebank

1. Advanced Remarketing Using Customer Data
!
Simplified Reporting
!
Documentation Ideas

2. @edbrocklebank
Data Insight Consultant
Metric Mogul
ed@metricmogul.co.uk

3. ! Documenting Stuff

4. 4
Event Naming Conventions "
Use past tense for Event Actions.
!
They should make a sentence if you put
someone’s name in front of them.
!
- No need to look at Event Category to make
sense of actions
- Easy to understand for someone new to
Google Analytics
@edbrocklebank

5. Documentation
5
Create A Master Document "
There should be a single document in your
organisation that outlines how your implementation is
set up.
!
This way anybody in your organisation can quickly
understand how everything is set up.
!
As soon as the implementation changes, the document
should be updated.
# The different account, properties and views
# What events mean
# What metrics and dimensions are used for
# What the goals do
# Where events fire
@edbrocklebank

6. 6
The Master Document Tabs $
1 2 3 4
Guidelines Site Structure Account Structure Events
5 6 7 8
Custom Dimensions Custom Metrics Matrices Ecommerce
@edbrocklebank

7. 7
The Master Document "
@edbrocklebank
Tweet me for the document!

8. ! How Custom Metrics Simplify
Reporting

9. Documentation
9
The Challenge "
“Show me a breakdown of how often videos on
site are watched, and if people reach the end.”
@edbrocklebank

10. 10
1: Using Events, CDs, Standard Reports "
Difficult to pair up ‘Played Video’ and
‘Video Ended’ event actions by Video
ID unless data is exported.
Video ID in custom dimension
@edbrocklebank

11. 11
2: Using Events, CDs, Custom Reports "
Better. We have now grouped events
by Video ID, but it still requires
clicking.
@edbrocklebank

12. 12
3: Using Custom Metrics and Custom Reports "
1. Creating two custom metrics in the
Admin Interface
1. Set these custom metrics when the
appropriate event is triggered
@edbrocklebank

13. 13
3: Using Custom Metrics and Custom Reports "
Perfect.
!
- No need to export data.
- Report is human readable (we’ve got rid of the ‘Total
Events’ metric which might confuse people)
- No need for clicking
Custom dimension Custom metrics
@edbrocklebank

14. 14
If that didn’t make sense, watch this! "
@edbrocklebank
http://www.metricmogul.co.uk/custom-metrics-make-reports-easier-read/

15. ! Remarketing on Customer
Data

16. 16
The Challenge $
“We’ve compiled a list of people we
think are going to buy a Chromecast
in the next month.
!
I want you to get them to the site
and buying!”
!
PS recently (mid 2014) Google removed the
ability to remarket via PPC, so we can now only
use the search display network :(
@edbrocklebank

17. 17
Implementing the Solution "
1. We already assume that you track
User ID in a custom dimension
2. Get the list of user IDs for everyone
who is in the ‘likely to buy’ segment
and create a spreadsheet with a
‘chromecast' column.
@edbrocklebank

18. 18
Implementing the Solution "
3. Create a new custom dimension in
your GA account (make sure Scope
matches your User ID)
4. Set up a data import and upload
your spreadsheet.
(You can automate this using the Google APIs if you want)
chromecast
@edbrocklebank

19. 19
Implementing the Solution "
5. Create a remarketing list, using the condition
custom dimension ‘chromecast’ = 1
6. Set up an AdWords
campaign using this
Audience list
@edbrocklebank

20. 20
How it works $
When someone visits the website who is known
(ie they have logged in previously) Google
Analytics will set the ‘chromecast’ dimension to
1.
!
From that point on, they will be shown the
correct ad.
!
After they buy, don’t forget to set the custom
dimension chrome cast to 1.
@edbrocklebank

21. 21
It’s not perfect $
Person must have logged in to the site at some
point
#
Person must return to the website/app before
they are entered in to the audience
#
@edbrocklebank
BUT this technique is useful for more than just remarketing. You can upload
segments (e.g. customer lifetime value) and then view how their behaviour differs in
Google Analytics. You can also write the segment to the data layer, then use an A/B
testing tool to change the home page to show more relevant content.
http://www.metricmogul.co.uk/tracking-customer-lifetime-value-in-google-analytics/

22. % THANK YOU