presentation

www.autoscout24.com
GA Premium in Practice
Sebastian Lorenz,
Vice President Marketing & Analytics at Autoscout24
www.autoscout24.com
My Personal GA Premium History
1
Major European Travelbrand.
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•
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2
3
Largest pan-EU automotive
classifieds platform.
DE Most popular and leading
online marketplace in its segment.
Introduction and practice of GA Premium in enterprise environments.
Ecommerce/transactional and classifieds.
Multinational with pan EU office locations.
Multiplatform (S-M-L, Apps).
google analytics
Starting Points
Greenfield,
No Tool
•
•
•
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Awareness
Budget
Skills
Ressources
Existing
Analytics
Suite
Inhouse System
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•
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Stakeholders
Budgets
Non standard
metrics and
definitions
•
•
•
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Analytics Experience
Contracts
Relationships
Expectations
Prejudice
Preferences
Experience
Thomas Cook.
•
Legacy of SiteIntelligence
and Adobe Analytics.
•
Organic implementation
grown over years.
•
Change scenario with
concept phase with SAS.
•
Final result GA premium
roll out.
Autoscout24. Repeat?
•
Legacy Adobe Analytics
Implementation. Internal Tool
for Apps.
•
Strong product focus of
Analytics.
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Only basic Marketing
Implementation.
•
Costs issue due to high
volume of tracking events
with low value of conversion.
•
Datadriven decisions and agile
development.
Is it time to change?
Take good aim.
•
Functionality?
•
Costs?
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Implementation?
•
Training?
•
Dataquality?
•
Reports?
Evaluation of Features.
The way of the Analyst.
120%
Fullfillment
Classifications
AdHoc
Data Import
80%
Allocation
Calculated
XLS Export
Metrics
Segments
Pathing
Fallout
Sharing
Segments
60%
Sharing
100%
Allocation
Pathing
40%
20%
Data Import
Classifications
AdHoc
0%
0%
20%
Fallout Calculated
Metrics
40%
60%
Relevance
80%
100%
Existing Tool
Google

Go – all major
requirements fullfiled.
Reasons „Why“.
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Close integration with google
marketing tools.
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All platforms with one tool
with same KPIs and Standards.
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Intuitive Self Service Interface.
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Low effort tagging.
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Channel & Content Grouping
and Attribution Modelling.
•
Budget
Implementation
Roadmap.
Apr
May
Q3
Jun
GA Mkt Roll Out & Use
Jul
Aug
Q4
Sep
Oct
Nov
Dec
Raising confidence
(and excitement) at the end
of the journey.
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Complexity.
Involvement mutliple departments.
•
Collection of historic data.
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Refine as you go along.
Analytics Removal
Final
Exports
Definition of
Product
•
Jan
Implementation of Product
Requirements (PCWeb)
Implementation of Product
Requirements (Mobile)
Configuration of Product
Requirements within GA
Technical Implementation of Apps
Enabling of Product Teams
Enabling of Countries on
Live as leading system
Q2
$.as24.unifiedTracking.analytics('send', 'page');
Country
Market
Category
Group
Page Id
Layer
Attribute
•de
Learnings from
Implementations.
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Initial setup of Account structure.
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Tagmanagement Systems.
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Good Datalayer.
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Old to new campaign tagging.
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Automated testing for tracking
integration.
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Technical Guidance for tracking
implementation e.g. library
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Usage of Pagenames, Event,
Ecommerce.
•vm, truck, …
•uc, nc,
moto, …
•individual,
dealer,, …
•list, detail, …
•email, …
•hsn, nohsn,
…
Little big differences.
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Adobe Analytics with
Dimension & Metrics
based on tables.
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GA based on Session &
User with attributes.
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Most recent vs. scope.
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Upload, classify vs.
client/server based
configuration.
Mindset
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The worst thing you can do is
to rebuild the old habits in
new tool/GA.
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You have to change the mindset
of yourself, analysts and users.
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Use the chance to clean up with
legacy.
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Focus/Reduce KPIs and Reports.
Very liberating.
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Make use of the new strength of
GA, interact, enable and dive
into the data.
Find sample projects.
Demand
Supply
• Identify sample projects to
gain confidence.
• Discover new strength.
• Educate on differences.
• Visibility and success.
Enabling.
• Broad enabling of users
• Starting point is the handout
of logins.
• Often previous experience
with GA.
• Basis Training, Advanced
Training
• GA Academy &
Certification.
Know your strength.
• Identify gaps.
• Likely external
database/repository
required.
• Solve the historic data
concerns.
• Adjustments in YoY.
• Calculated metrics and
Custom Reports.
Analytics Concept.
Toplevel, Dashboards
Traffic & Performance
Segment, Teams
Reports & Datafeeds
Adhoc, Deepdives
Selfservice & Enabling
• Have a clear concept of
reporting and KPIs.
• Know your audience and
the right level of detail.
• Data at your fingertips.
Data Democracy.
What are we working
on now?
• Reporting
• Cross device
• (Bigdata) exports and work
arounds
• Aplications of BigQuery
• Segmentation
• Usecases in OM
www.autoscout24.com
Thank you very much
AutoScout24 GmbH
Dingolfinger Str. 1-15
81673 München
Sebastian Lorenz
[email protected]