Enhanced Ecommerce For Content (SMX München 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

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The Web is inherently

stateless.


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Things like intent and

content efficiency are

difficult to unveil in the

stateless environment.


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The life span of a web pageENTRANCE

EXIT


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How do you reliably

persist state?


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Browser cookies?


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Browser cookies? HTML

Storage?


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document.cookie = 'returning=true';

localStorage.setItem('articlesRead', 3);


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They offer temporary

state only.


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And they lack the power

of server-side

computation.


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But…Google Analytics is

stateful!


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https://developers.google.com/analytics/devguides/platform/customdimsmets


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Though it has a bully of a

sessionization schema.http://www.simoahava.com/analytics/the-schema-conspiracy/


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Want to overcome the

dichotomy of stateless

collection vs. arbitrary

sessionalization?


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Here’s an idea:

Forget KPIs for a

moment.


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ENHANCED ECOMMERCE

FOR CONTENT

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”Traditional” Ecommerce

Session Entrance Receipt Page


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”Traditional” Ecommerce


transactionId

revenue

products

1 conversion


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Enhanced Ecommerce



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Enhanced Ecommerce


transactionId

revenue

products

1 conversion


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Enhanced Ecommerce


transactionId

revenue

products

1 conversion

Product impressions


#SMX | @SimoAhava

Enhanced Ecommerce


transactionId

revenue

products

1 conversion

Product impressions

Click on impr.


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Enhanced Ecommerce


transactionId

revenue

products

1 conversion

Product impressions

Click on impr.

View product details


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Enhanced Ecommerce


transactionId

revenue

products

1 conversion

Product impressions

Click on impr.


Add to cart


#SMX | @SimoAhava

Enhanced Ecommerce


transactionId

revenue

products

1 conversion

Product impressions

Click on impr.


Add to cart

Checkout step 1


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Enhanced Ecommerce


transactionId

revenue

products

1 conversion

Product impressions

Click on impr.


Add to cart

Checkout step 1

Checkout step 2


#SMX | @SimoAhava

Enhanced Ecommerce


transactionId

revenue

products

1 conversion

Product impressions

Click on impr.


Add to cart

Checkout step 1

Checkout step 2

Checkout step 3


#SMX | @SimoAhava

Enhanced Ecommerce shifts

the focus from conversions to

the entire journey.


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Including missed

opportunities.


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1. Implementation


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1. Implementation

2. Activation


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1. Implementation

2. Activation 3. New Reports


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This is very cool for your

webstore.


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It’s infinitely cooler for

your content.


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Shopping Reading Behavior


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Checkout Behavior Content Engagement


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Product Article Performance


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Product Content List Performance


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Internal Promotions


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Content is to a blog what

products are to a store.


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Sort out the terminology

first.


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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


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Then, work on data

collection.


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#SMX | @SimoAhava

Product impression

Product impression

Product

impressions

Internal promotion


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Article Impression

Promotion Impression

Article Impression Click


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Article View


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Scrolling Begins


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Scroll Depth Steps


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Purchase


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Using Ecommerce terminology

for content analysis opens up a

new world of data-driven

insight.


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IMPLEMENTATION TIPS


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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


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Further Reading

http://goo.gl/d7IkD9


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Further Reading

http://goo.gl/xYNVb3


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Further Reading

http://enhancedecommerce.appspot.com/


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Further Reading

https://github.com/sahava/eec-gtm


THANK YOU

Twitter: @SimoAhava

Google+: +SimoAhava

www.simoahava.com

#SMX | @SimoAhava

Enhanced Ecommerce For Content (SMX München 2015)

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