Know which marketing channel is your best performer and how to better diversify your marketing spend across various channels through cross channel tracking with the help of Google Analytics. Join Ravi, the co-founder of Tatvic Analytics and make the most of what cross channel tracking can do for an integrated marketing approach.

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Reinforce your Integrated Marketing
Approach through Cross Channel Tracking
with Google Analytics
May 18th, 2017 FREE Webinar by

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?
Q
&
Awww
Before we start...

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Speaker
Ravi Pathak
Founder & CEO at Tatvic
@ravipathak
• Spent 11 years in Digital Analytics serving
several major Fortune 100 for Digital Analytics
• Provided several digital analytics frameworks
to help practitioners
• Work actively with R & at the intersection of
Digital Marketing & Statistics to identify
insights from the data

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Outline
Cross Channel - Why it is so important
Two Approaches of Cross Channel tracking
Where to start for Cross - Channel
Advance Google Analytics Reports for Cross Channel

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Why Care for Cross Channel Importance
Singular Unified customer experience
Why do care – Cross Channel

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Unified Customer Experience
Our customers

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How are we serving our customer today?
Our customers and our approach

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Where are we really ?
What really is Cross- Channel then ?

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“The customers have become less
tolerant to the brands that fails to
provide contextualized, personal
and unified customer experience”
Source: Oracle & eConsultancy Study “ Delivering Cross channel experiences, Dec’2015

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Our customers

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Real Customer Experience
Actual Purchase Process

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Cross Channel is really tricky {CONTEXT}
Sometime its really interesting

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All challenges Combined
Source : CACI presentation on attribution, 2016

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Outline
Cross Channel - Why it is so important
Two Approaches of Cross Channel tracking
Where to start for Cross - Channel
Advance Google Analytics Reports for Cross Channel

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Approaches to measurement
Top Down --
Media Mix
Modeling
Bottom-Up
Attribution based
on Unique ID
Hybrid
Historical approach to media measurement

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Most Providers use either of two technologies
● Deterministic
● Probabilistic
Deterministic Probabilistic
Quick Comparison

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Deterministic Probabilistic
Definition
• Definitive IDs
• Cross Device - Login
• Desktop and Mobile Web - Cookies
• Mobile Apps - IDFA, Android ID
• Device Fingerprint
• Has of various parameters such as
OS, OS version, screen resolution,
timestamp, location etc.
Technology
Accuracy
Scale
Quick Comparison

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Whole is bigger than sum
“With each additionally dataset connected
the value that can be generated by it is
exponentially better by the order of
connectedness !”
Value of Merged dataset

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Outline
Cross Channel - Why it is so important
Two Approaches of Cross Channel tracking
Where to start for Cross - Channel
Advance Google Analytics Reports for Cross Channel

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Where to merge ?
Start with Merging in
Marketing response
System (Google
Analytics)
Prepare a Dataware-
house
DWH & Team
Build a team & use
Cloud Platform to
integrate Data
Processes & data
Governance
Customer Experience
basis the DWH data
Size & Maturity of the organization
Progression towards cross channel nirvana

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Outside of your website/app Within Website/App
Customers Journey

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Important things- NOT CONSIDERED

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“Be Holistic in your attribution, bring out external
touch-points with Internal Value Proposition for
right Contribution Analysis”
Measure what matters – Not what they say

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Outline
Cross Channel - Why it is so important
Two Approaches of Cross Channel tracking
Where to start for Cross - Channel
Advance Google Analytics Reports for Cross Channel

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SMS Campaign Tracking with GA
Tracking of SMS

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Tracking Email Campaign
Tracking of Email campaign

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Track - # of Support calls
Support Phone call tracking

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Tracking of meeting requests & closure
Meeting bookd/Contract signed tracking

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Tracking of Net Promoter Score(NPS)
Understand NPS Score by different dimensions
Calculate your NPS Score by using Calculated Metrics in GA
NPS (Satisfaction tracking)

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Source: Google Analytics Data for July 2016
Users who use App on Tablet are assisting heaving to the end
conversion
Cross Device Path

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Source: Google Analytics Data for July 2016
Users who use App on Tablet are likely to give 1.5 times revenue on other device vs. Users
who use App on Phone which are likely to give 2 times revenue on other device
Note:
(1) This reports will not tally to total as this only applies in case of User-ID implementation
Cross Device value

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Source: Google Analytics Data for July 2016
Data Drive Attribution

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Source: Google Analytics Data for July 2016
When Paytm – Web marketing investment was looked at, it appeared that the investment in branded keyword is still valued less by @11% therefore, certain
marketing should go to brand keyword base campaigns.
Note:
(1) Only apply to Google Analytics for Web for auto tagged traffic.
Cross Device Reports- DDA

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Push Notification tracking with GA
Push notification tracking

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Mobile App based Tracking
Overall App tracking

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Final Words- Recommendations
1.Identify User as uniquely as
possible , Encrypt the value & store
in GA
2.Increase as many touchpoints to
uniquely identify a person
3.Assist & measure user’s movement
from one channel to other channel
Best next steps that we can take

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Q&A Round

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Upcoming Webinar
3 Personalization Use Case with Google Optimize -360
When: 8thth Jun, 2017 – 3 PM IST
You’ll learn:
• How Optimize 360 works & what are the key benefits of Personalizatino
• How can free version of Optimized be used to drive personalization
• 3 Usecase of Personalization
Register – https://goo.gl/XuYMg1