Post on 14-Jul-2015
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLONETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
CONTENT ANALYSISSEE YOUR SITE IN TERMS OF FUNNELS
SMX Munich, 18th March 2015
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLONETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
SIMO AHAVA @ NetBooster
Head of Analytics, Nordics
Google Developer Expert 2014-2016
Twitter: @SimoAhava
Google+: +SimoAhava
#SMX | @SimoAhava
www.simoahava.com
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO 3
Respect The Stateless Web
AGENDAOVERVIEW
#01
Enhanced Ecommerce For Content
Implementation Tips
#02
#03
#SMX | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
RESPECT THE STATELESS
WEB
#SMX | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
The Web is inherently
stateless.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Things like intent and
content efficiency are
difficult to unveil in the
stateless environment.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
The life span of a web pageENTRANCE
EXIT
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
The life span of a web pageENTRANCE
EXIT
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
How do you reliably
persist state?
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Browser cookies?
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Browser cookies? HTML
Storage?
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
document.cookie = 'returning=true';
localStorage.setItem('articlesRead', 3);
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
They offer temporary
state only.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
And they lack the power
of server-side
computation.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
But…Google Analytics is
stateful!
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
https://developers.google.com/analytics/devguides/platform/customdimsmets
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Though it has a bully of a
sessionization schema.http://www.simoahava.com/analytics/the-schema-conspiracy/
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Want to overcome the
dichotomy of stateless
collection vs. arbitrary
sessionalization?
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Here’s an idea:
Forget KPIs for a
moment.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
ENHANCED ECOMMERCE
FOR CONTENT
#SMX | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
”Traditional” Ecommerce
Session Entrance Receipt Page
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
”Traditional” Ecommerce
Session Entrance Receipt Page
transactionId
revenue
products
1 conversion
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Enhanced Ecommerce
Session Entrance Receipt Page
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Enhanced Ecommerce
Session Entrance Receipt Page
transactionId
revenue
products
1 conversion
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Enhanced Ecommerce
Session Entrance Receipt Page
transactionId
revenue
products
1 conversion
Product impressions
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Enhanced Ecommerce
Session Entrance Receipt Page
transactionId
revenue
products
1 conversion
Product impressions
Click on impr.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Enhanced Ecommerce
Session Entrance Receipt Page
transactionId
revenue
products
1 conversion
Product impressions
Click on impr.
View product details
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Enhanced Ecommerce
Session Entrance Receipt Page
transactionId
revenue
products
1 conversion
Product impressions
Click on impr.
View product details
Add to cart
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Enhanced Ecommerce
Session Entrance Receipt Page
transactionId
revenue
products
1 conversion
Product impressions
Click on impr.
View product details
Add to cart
Checkout step 1
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Enhanced Ecommerce
Session Entrance Receipt Page
transactionId
revenue
products
1 conversion
Product impressions
Click on impr.
View product details
Add to cart
Checkout step 1
Checkout step 2
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Enhanced Ecommerce
Session Entrance Receipt Page
transactionId
revenue
products
1 conversion
Product impressions
Click on impr.
View product details
Add to cart
Checkout step 1
Checkout step 2
Checkout step 3
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Enhanced Ecommerce shifts
the focus from conversions to
the entire journey.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Including missed
opportunities.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
1. Implementation
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
1. Implementation
2. Activation
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
1. Implementation
2. Activation 3. New Reports
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
This is very cool for your
webstore.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
It’s infinitely cooler for
your content.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Shopping Reading Behavior
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Checkout Behavior Content Engagement
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Product Article Performance
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Product Content List Performance
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Internal Promotions
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Content is to a blog what
products are to a store.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Sort out the terminology
first.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Product: A blog article
Product price: Words in an
article
Product impression: Views of
a title or title+ingress in content
lists
Product list: Widget / content
area where article impressions
can be gathered from
Product list click: Clicks on
entries in an article list
Product detail view: Page
load of an article page
Add to cart: First scroll on an
article page
Checkout: 1/3, 2/3, and 3/3
scroll depth on an article page
Purchase: 3/3 scroll depth on
an article page and minimum of
60 seconds dwell time
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Then, work on data
collection.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Product impression
Product impression
Product
impressions
Internal promotion
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Article Impression
Promotion Impression
Article Impression Click
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Article View
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Scrolling Begins
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Scroll Depth Steps
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Purchase
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Using Ecommerce terminology
for content analysis opens up a
new world of data-driven
insight.
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
IMPLEMENTATION TIPS
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
1. Leverage the Data Layer
2. Feel free to leave something out if
it isn’t relevant
3. Design the data collection with
analysis in mind – not (just)
because it’s fun and cool
4. Read Google’s Dev Guide
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
1. Leverage the Data Layer
2. Feel free to leave something out if
it isn’t relevant
3. Design the data collection with
analysis in mind – not (just)
because it’s fun and cool
4. Read Google’s Dev Guide
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
1. Leverage the Data Layer
2. Feel free to leave something out if
it isn’t relevant
3. Design the data collection with
analysis in mind – not (just)
because it’s fun and cool
4. Read Google’s Dev Guide
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
1. Leverage the Data Layer
2. Feel free to leave something out if
it isn’t relevant
3. Design the data collection with
analysis in mind – not (just)
because it’s fun and cool
4. Read Google’s Dev Guide
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Further Reading
http://goo.gl/d7IkD9
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Further Reading
http://goo.gl/xYNVb3
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Further Reading
http://enhancedecommerce.appspot.com/
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
#SMX | @SimoAhava
Further Reading
https://github.com/sahava/eec-gtm
NETBOOSTER NORDIC // COPENHAGEN // AARHUS // STOCKHOLM // HELSINKI // OSLO
THANK YOU
Twitter: @SimoAhava
Google+: +SimoAhava
www.simoahava.com
#SMX | @SimoAhava