3 retail analytics hacks for universal analytics - measurecamp
Post on 21-Apr-2017
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Mål &Værdisætning
3 retail ”hacks”
for UniversalAnalytics
Agenda
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Geo-location tracking
Offline data into Universal Analytics
Weather data to the next level
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Mål &Værdisætning
GeoLocationAnalytics
Geo-Location Analytics
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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
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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
The Solution
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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
Solution
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Create a custom dimension in Universal Analytics called “Visitor distance”
When a user visits the homepage, the distance from the shopping center is detected using the Maxmind GEO2IP javascript web service
If the user is within 200 Km the value “0 - 200 Km” is saved into the custom dimension “Visitor distance”
http://www.maxmind.com/
In Universal Analytics
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How can this data be used?
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Identify how far away the typical customer “lives”
Identify the current reach for each shopping center
See the true value of local advertising
Others????
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Mål &Værdisætning
OfflineVisits
&UniversalAnalytics
Offline visitor data
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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!
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The challenge
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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!
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The solution
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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
Offline visitnumber
Data upload
The solution – Step by Step
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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
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The challenges
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Have to fire an automatic hit each day
Hits might get lost
Might be easier to just do it in EXCEL
The possibilities
Other numbers can be uploaded like offline sales
What else?
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Mål &VærdisætningWeather
forecast
Thanks Simo Ahava!
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http://www.simoahava.com/web-development/universal-analytics-weather-custom-dimension/
How weather data is used today
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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
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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
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18o
22o
The solution
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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
http://openweathermap.org/
How can we use the data?
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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?
Feedback?Ideas?
Is this crazy?
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