3 retail analytics hacks for universal analytics - measurecamp
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DESCRIPTIONCombining various web services with the power of Universal Analytics, opens up a whole new world of possibilities that will change your Analytics-life forever. In this session we will go through 3 hacks for Universal analytics, that will help you visualise valuable insights directly in Universal Analytics with no need to analyse data elsewhere. Topics covered: 1. Combining offline data with online data in the world of retail, is key to success but can be hard to do with Universal Analytics. Learn how to show offline store visits beside your online visits 2. Use GEO-radius data to segment your visitors and measure how local advertising helps you attract more online/offline visits 3. Use weather forecast data to get a better understanding of your customers pre-purchase behaviorAt the end of the session, we will discuss other possible approaches and hopefully share ideas.
3 retail ”hacks”
Offline data into Universal Analytics
Weather data to the next level
Et ikke fleksibelt setup, hvor enkle ændringer var meget tidskrævendea
På grund af begrænset viden hos udviklerne var der meget dialog frem og tilbage
Udrulning af ændringer kunne tager måneder
Mange partner involveret i måling på kampagner
Shopping center location
Current radius200 km
New radius400 Km
The challenge and the ambition
Main target is to get customers to travel further when they go shopping
Reach more customers and inform them about promotions and sales events
Today the local advertising isn’t streamlined and the effect is not measurable
Make it possible to measure the distance from the local shopping center for each user that visits the homepage
Divide the distance into radius zones• 0-200 km• 200-400 km• 400-600 km• +600 km
Each visitor is placed into one of the above segments
Create a custom dimension in Universal Analytics called “Visitor distance”
If the user is within 200 Km the value “0 - 200 Km” is saved into the custom dimension “Visitor distance”
In Universal Analytics
How can this data be used?
Identify how far away the typical customer “lives”
Identify the current reach for each shopping center
See the true value of local advertising
Offline visitor data
The target is to get offline Shopping center visits into Universal Analytics
This would show if there is a correlation between offline store visits and online visits
Often visitors go to the website before they visit the shopping center
We want to be able to do this in UA!
Our client does not have hardware that can send live data to Universal Analytics
Often offline visitor numbers are delayed because of the system used
Raw data like the offline visitor numbers can’t be uploaded into Universal analytics, so another solution is needed!
Dimension widening to the rescue!
Each day an automated pageview is fired from our server with a custom dimension value key ”25-03-2014”
At the end of each week, the offline store visit numbers is uploaded into Universal Analytics using ”Data upload” and winding to a custom metric
In that way we get offline store visits for each day into UA and can easy visualize if peaks in online traffic might correlate to offline store visits
Daily hitwith dimension
The solution – Step by Step
Step 1Create a custom dimension called ”Offline visits key”
Step 2Create a custom metrics called ”Offline visits”
Step 3Create a solution that fires a hit each day with the custom dimension ”Offline visits key” value set to todays date ”25-04-2014”
Step 4Create a ”data upload” where the key is the custom dimension ”Offline visits key” and widening to the custom metric ”Offline visits”
Step 5When you have the offline visitor data, just upload it to the created data upload
In Universal Analytics
Have to fire an automatic hit each day
Hits might get lost
Might be easier to just do it in EXCEL
Other numbers can be uploaded like offline sales
Thanks Simo Ahava!
How weather data is used today
Each time a visitor visit the homepage, the Geo-location is used to get the current weather conditions
This way we can see in what weather conditions the users convert!
This is what we want
Our client sells garden products and sales is highly dependent of weather conditions
We want to get better insights about the pre-purchase research behavior
We think the weekend weather is very important for how much activity the website gets
This is what we want
The current weather condition at the visitor location is saved into Universal Analytics using the a Maxmind web service and a Weather API (openweathermap.org)
On a user level we then saved the avg. temperature for the upcoming weekend using the forecast data in the Openweather API feed
Data is saved into a Custom dimension on session level• 0-10• 11-16• 17-21• 22-26• +26
How can we use the data?
We get a better understanding about how the upcoming weekend weather affects how much the homepage is used for research
It will show if a upcoming warm weekend affects how well the visitors convert using ”find your dealer”
This could be done outside Universal Analytics but..
Any ideas or feedback?
Is this crazy?