Google Analytics Solutions: Mai 2012

Future of Advertising Event - DoubleClick Insights

31. Mai 2012

This post originally appeared on the DoubleClick Publisher Blog.
There has been explosive growth in ad technology over the last 20 years. From each of our perspectives -- whether you are an agency, an advertiser, publisher or a technology provider -- we can all still see unprecedented opportunities as the digital world continues to grow and diversify.
We believe that as an industry, we’re on a common digital journey and that the next wave of innovation in ad tech will come from us all working better together.
However, like all great opportunities, there are challenges and questions, such as:

How do we unlock the next $50 billion of opportunity for digital advertising?

How do we deliver those immersive, interactive experiences to today’s empowered consumer demands?

What do we, as part of the ad tech ecosystem, need to build to create even more value for our clients and consumers?

On June 5th we’re hosting the DoubleClick Insights event to start exploring some answers to these questions. Senior leaders from top agencies, advertisers and publishers will help lead the conversation -- and you’re invited to join via the live stream! Register here.
The agenda will include topics such as:
Adapting to the Empowered Consumer - Neal Mohan, Vice President, Display Advertising at Google will be joined by David Kenny, Chairman & CEO, The Weather Channel Companies, and James Pitaro, Co-President, Disney Interactive Media Group, to discuss how technology is being used to deliver new content and advertising experiences to consumers.
If We Build It, Will They (Consumers) Come? Terry Kawaja, CEO and Co-Founder, Luma Partners (and creator of the now legendary LUMAscape chart) will lead a conversation about the ad tech ecosystem, and what it needs to do next to add value for agencies, publishers, marketers – and ultimately consumers. Terry will be joined onstage by:

Omar Tawokol, Chief Executive Officer, BlueKai

Greg Stuart, Global CEO of Mobile Marketing Association

Kurt Unkel, President, VivaKi

Shishir Mehrota, Vice President of Product Management, YouTube

Outside the Box: Technology = Creative Friend or Foe? Technology is supposed to make the life of a marketer easier. For our final conversation, we’re going to focus on the question of: Is this technology exploring resulting in better marketing? Or, is it just resulting in mediocre creative and complexity for both consumers and marketers? Karim Temsamani, Vice President - New Products and Solutions, Google moderates the conversation with leaders from creative agencies, iconic brands and publishers including:

Brad Ruffkess, Global Connection, Coca-Cola

Mike Lowenstern, Managing Director of Digital Advertising, R/GA

Peter Minnium, Head of Digital Brand Initiatives, IAB

John Caldwell, Chief Digital Officer, National Geographic

The live stream will start on June 5, 2012, at 9:00 am PDT, and you’ll be able to watch from your computer, tablet, or mobile device. To learn more about our highlighted speakers go to the Speakers page on our site.
Please register for this virtual event by visiting the DoubleClick Insights Live Stream page.
DoubleClick Insights Tuesday, June 5th 2012 9:00am - 1:00pm PST Set event reminder today
Following us on Google+ or Twitter (@DoubleClick and @DoubleClick_pub)? Use the #dclkinsights tag as you're watching the event to ask questions or share comments during the event?
Posted by Stephen Kliff and Scott Brown, DoubleClick Marketing

Upgrade now to the new Core Reporting API

30. Mai 2012

Core Reporting API Migration UpdateBack in DecemberreminderReminder: Migrate to the new Core Reporting APIMigration Guide: Moving from v2.3 APIs to v2.4 & v3.0New Guides To Get You Started FastHello Analytics API tutorialCore Reporting APIManagement APIHello Analytics API tutorialDeveloper Guidesawesome applicationPete FrisellaNick Mihailovski

Answers To Your Burning Google Analytics Questions

30. Mai 2012

Google Analytics YouTube QUESTIONS & ANSWERS:Can I measure if a visitor plays a video, downloads a whitepaper, etc?Event TrackingGoalHow do I learn if my website drives phone calls & offline conversions?call-tracking integrationsGoogle AdWordsCan I track actions that happen on a 3rd party page like email newsletter sign up or checkout?Google Analytics App GalleryHow do I get Multi-Channel Funnels Assisted Conversion reports in my account?Multi-Channel FunnelsGoalfiltered profilehelp centerWhy do my visits in Analytics not match with AdWords or my website hosting service?article from our Help CenterWhat is the best way to tag my marketing campaigns? And can I use a URL shortener?tagging tooAdWords Auto-tagginggoo.glReaching Your Goals with Google AnalyticsMarketing Attribution Insights webinar

How Two Nonprofits Improve Their Site Performance With Google Analytics

25. Mai 2012

At Google, we’re proud that our products are used by nonprofits to help them better achieve their objectives and improve the world. We believe that data holds amazing power for all types of organizations and it’s inspiring to see some forward-thinking nonprofits live at the edge of adoption. Today we’d like to share two brief case studies we’ve published: how the Public Broadcasting Service (PBS) and San Francisco Museum of Modern Art (SFMOMA) are using Google Analytics. Links to the full case studies are included after each summary if you’d like to dive deeper.

By tailoring the features of Google Analytics, LunaMetrics helps PBS increase conversions and visits by 30%
Top Notch Programming, The Public Broadcasting System’s interactive arm, helps individual PBS producers and local PBS stations create and promote each section within PBS.org for programs such as NOVA, American Masters, and Sid the Science Kid. A selection of web analytics tools had been installed, but these proved difficult to maintain and use. PBS wanted to develop a coordinated approach to analysis and reporting that would inform their future strategic decisions.
Led by Web Analytics Director Amy Sample, the team at PBS needed a cohesive system across the entire enterprise, and for this they turned to Google Analytics. In addition to top-level analysis of PBS.org and PBSKids.org, they also hoped to implement a solution that would allow producers of individual programs to see only the data on those pages and microsites that related to their own shows. It was critical to have a solution that gave Amy the over-arching view she needed, and the microcosm view that each producer needed. To meet these requirements, LunaMetrics devised a custom technical solution for PBS that expanded their existing standard implementation.
Google Analytics has been a key facilitator in the transformation of PBS online. The tool enables reporting that is robust, tailored and meaningful, which means that stakeholders are no longer focused on static monthly reports. Instead, they are increasingly able to use analytics to inform critical and timely business decisions on a day-to-day basis. Analysis of search engine trends led to an increase in PBS traffic by 30% during the first year after implementation. PBS also used valuable conversion funnel data to optimize the registration path in PBSKids; this activity increased conversions by one-third. Furthermore, since Google Analytics was set up to allow PBS to evaluate the way users consumed video, the broadcaster created two new portals: PBS Video and PBSKIDS Go!
Read the full PBS case study here.

SFMOMA (San Francisco Museum of Modern Art) chooses Google Analytics and masters the art of metrics
In 1995, SFMOMA was one of the first museums to launch an institutional website. SFMOMA.org offers a fluid space of exploration in which visitors can easily navigate an online collection of more than 9,000 artworks and a rich archive of studio and video content. The site also has an online store and a detailed calendar of exhibitions and events.
Their primary goal was to develop rich, dynamic content that engages visitors and keeps them coming back to the website as well as the physical museum. SFMOMA’s website receives nearly four times the number of visits than the physical museum. Providing compelling digital content that visitors want was as critical as hosting popular exhibitions.
Google Analytics Certified Partner E-Nor helped SFMOMA connect key business objectives to a robust web analytics strategy and recommended Google Analytics as the best solution for their needs. As a result of the switch to Google Analytics with a thorough implementation plan, SFMOMA saw a tremendous increase in available insights about their online presence. They realized a 15% gain in traffic accuracy, and so were more willing to make decisions based on the data.
They could clearly see what content users liked best, and made changes and improvements to their website to keep them coming back. Their marketing campaigns were tied to sales and other goal conversions, and so they could optimize accordingly.
All this new data is helping produce valuable insights on how the website is used and what marketing efforts and website designs are delivering results. SFMOMA is now prepared to continue its online leadership thanks to careful planning and strategy coupled with an expert use of the advanced features in Google Analytics.
Read the full SFMOMA case study here.Posted by the Google Analytics team

Social Reports are now found under 'Traffic Sources'

24. Mai 2012

We’ve recently consolidated the locations of our social reports. The 3 reports, Social Engagement, Social Actions, & Social Pages were previously listed in the Audience section and have been moved to the Traffic Sources -> Social section. Click through to see the reports in your Analytics Account.
In addition we’ve added new social reports and functionality, as detailed on our recent blog post on the launch of our Social Reports. Users now have access to both onsite behavior, the existing data, and off-site social activities of partners such as Google+, Digg, and Reddit among others. Below is a summary of how to access the data from the old reports in the new ones.
To access onsite activities use the Traffic Sources -> Social -> Social Plugins report. Here you see the social activities broken down by content. Selecting a specific page shows you the social activities by network for that page. Click the “Social Source and action” tab highlighted in the screenshot below to see a breakdown of the itemized activities.

Hope you’ll find this information helpful and learn more about how social channels are delivering value to your website.
Posted by Linus Chou, Google Analytics Team

Join Google Analytics on Google+

17. Mai 2012

Google Analytics users are part of a passionate community. Many of you go beyond using the product and actively seek a connection with Google team members and other GA users to stay at the edge of what’s next. For example, more than 80,000 readers subscribe to the Google Analytics blog through our RSS feed, our videos on YouTube have been viewed more than 3.5 million times and well over 100,000 people follow us on Twitter.
So it isn’t surprising we’ve received requests from many of you to participate on Google+. We’re excited to fulfill that expectation with a brand new Google+ page for Google Analytics.

Join us on Google+ today
Check out our Google+ page and add us to your analytics, marketing or related circle. We’ll be sharing the latest and greatest about Google Analytics and digital marketing overall to help you become a better practitioner and achieve more with your efforts.
Expect everything from how-to’s/tips, technical advice, interesting stats, plus some fun mixed in for good measure. In addition to useful updates, we’re planning to give you the opportunity to hang out live with some of the team members behind Google Analytics. If there’s anything else you’d like to see, please add a comment to this thread on Google+ and we’ll be happy to consider it.
Posted by Adam Singer, Google Analytics Team

Two new Analytics webinars -- for advanced and beginning users

15. Mai 2012

two webinarsLearn with GoogleGetting Started with Google AnalyticsJustin CutroniBuilding Blocks of Digital Attributionregister nowtake a look herePosted by Ian Myszenski, Google Analytics team

Looking Ahead at Next Generation Measurement

14. Mai 2012

Marketers today have no shortage of data. In fact, there are more than 40 million online touch points measured every minute by Google Analytics. Technology advancements are helping marketers understand their customers more across channels and devices, and better analysis tools are finally making that massive amount of data accessible and actionable. This is fueling what we see as next generation measurement. Today I spoke at the Federated Media Conversational Marketing Summit about the most important trends that every CMO needs to know. Here's what I told them: Next generation brand measurement

In many ways, brand measurement thus far has been an article of faith - but it doesn’t have to be. I think that soon you’ll be able to optimize for brand like you do for performance today with concrete results, in real time. This will help brand marketers make smarter decisions while a campaign is still in flight, rather than serving as a static report card given after the fact. To do all of this, we need to bridge the online and offline gap with brand equivalency metrics that translate GRP and TRP into online reach and audience targeting.
Recently we announced our Brand Activate Initiative as a first step, which gives metrics like Active GRP to assess online brand impact using reach and frequency, in the same way marketers are all already measuring GRP for TV. Active GRP is being built into the ad serving tools that our publishers and marketers already use, with the goal of making these metrics immediately actionable. This digital brand equivalency metric for GRP is the first in a series of exciting steps we’re going to see to improve measurement for brand marketers.
Next generation attribution

Over the last few years, we’ve made great leaps in the art of single channel measurement - identifying the right metrics in isolation for channels like TV, display, search and mobile. It’s time now to bring the channels together and figure out how they impact each other. In other words, we have to move from silo to portfolio.
At Google Analytics, we’re finding that on average, customers interact with a brand 4.3 times over a two day period before they finally make a purchase. We’re also seeing channels like mobile grow tremendously. For instance, mobile is now 8% of all conversions that we’re seeing in Google Analytics, and mobile conversions have grown by about 180% in just the last year. So you can’t afford not to know what paths customers are taking before they ultimately buy from you.

But in a recent study, more than 40% of marketers said that their main struggle with attribution is choosing the right model to even get started. We hear these struggles every day, and provide tools like Multi-Channel Funnels and Attribution Modeling to help marketers get started. Though there isn’t a one size fits all model, what we’ll begin to see in the industry is empirically-derived attribution models customized by industry and marketing objectives, which marketers can use as a base for experimentation.
It’s an exciting time in measurement, where data and marketing are finally getting married. I’m genuinely excited about what’s in front of us, and I hope you are too!
Posted by Amy Chang, Global Head of Product, Google Analytics

How Nissan Uses Ecommerce Tracking Without Directly Selling Online

11. Mai 2012

This post originally appeared on the Google Analytics Japan blog.
Google Analytics’ e-commerce tracking allows online merchants to measure items sold and tie those results back to their digital marketing activities. But did you know that it can also be used to track non e-commerce activity?
Nissan Motor Company does just this. Nissan operates in the automobile industry, and owns a network of websites designed to help consumers around the world decide which Nissan vehicle they would like to purchase.

Nissan uses e-commerce tracking whenever a visitor submits a request for a test drive or a brochure. They treat each request as if a car were sold, and record details such as the model, colour, transmission type, and location of the vehicles people inquire after. A traditional Google Analytics implementation for a non e-commerce site would simply use goals to measure conversions. So why did Nissan opt to use e-commerce tracking instead?
They wanted to be able to measure more information about each inquiry within their Google Analytics reports. By implementing e-commerce tracking they are now able to pass additional information to their Google Analytics account, such as the category, colour, and model of car the visitor was interested in. Nissan's Global Marketing Strategy Division then analyses this information to understand which vehicles are in hot demand in each market; it then feeds those insights to their manufacturing plants across the globe to ensure that there is enough supply to satisfy demand.
One of the benefits of Google Analytics is that you can decide who should have access to your suite of reports. Nissan’s Global Division uses this feature to decentralise access to their different market operations, allowing each country manager to log into Google Analytics and quickly assess the popularity of different models for their market. Nissan employed a Google Analytics Certified Partner in Japan, Ayudante, to help set up their account profiles and custom reports that could then be accessed by each of the country managers.
Nissan’s Global Marketing Strategy division says there are 3 key benefits they gain from Google Analytics as a whole:

It is easy to assess product popularity globally and by market. The user experience is seamless and there was no complex setup necessary.

Custom reports allow you to easily view complex information in one view. It dramatically reduces the time to summarize multiple reports, document it, and share it within the organisation.

Google Analytics gives them access to timely information, which allows for better decision making.

Even if you are a non e-commerce site, you should explore e-commerce tracking as a means of measuring more information about the products or services your visitors are inquiring about. Then share that information with your wider marketing and product teams so that they can make effective decisions to maximise sales.
Posted by Noriyuki Ouchi, Google Analytics Solutions Consultant, Google Japan and Vinoaj Vijeyakumaar, Senior Conversion Specialist, Google Southeast Asia

Reminder: Migrate to the new Core Reporting API

10. Mai 2012

Google Analytics Core Reporting APImigration guideensure your application continues to workMigration Guide: Moving from v2.3 APIs to v2.4 & v3.0

Core Reporting API Forum - for any questions you may have

Core Reporting API Changelog - for details on the change

Posted by Pete Frisella, Google Analytics API team

New Google Analytics Easy Dashboard Library

9. Mai 2012

App GalleryGoogle Analytics Easy Dashboard LibraryGoogle APIs Console<div id=”chart1”></div> <script> var chart1 = new gadash.Chart({ 'type': 'LineChart', 'divContainer': 'chart1', 'last-n-days':30, 'query': { 'ids': TABLE_ID, 'metrics': 'ga:visitors,ga:visits,ga:pageviews', 'dimensions': 'ga:date', 'sort': 'ga:date' }, 'chartOptions': { hAxis: {title:'Date'}, vAxis: {title:'Visits'}, } }).render(); </script>

Getting Started guideGA-easy-dash-feedback google groupNick Mihailovski

Mark your calendar to ‘Hangout on Air’ and learn how to build a mobile site in minutes

7. Mai 2012

40% of mobile web users reportedexperience1half of all Americans2

site builderTop Mast ResortSava’s RestaurantInsightExpressstudy Think with Google

Expanding Google Analytics Social Reports: Tracking Links To Your Site Content

3. Mai 2012

now you can see all the backlink URL’s, post titles, and more right within the new Social reports

announcement last monthin-depth examplePosted by Ilya Grigorik, Google Analytics team

Marketing Attribution: Questions and Answers

2. Mai 2012

recent attribution whitepaperSearch FunnelsMulti-Channel FunnelsAttribution Modeling ToolGoogle Analytics Premiumrecording of the webinar hereQuestions & Answers:Q: How can I learn more about getting started with attribution using Google’s tools?A:Q: Where can I learn more about setting up conversions?A:goalsecommerce trackingReaching your goals with Google AnalyticsQ: When should I use AdWords Search Funnels compared to Google Analytics Multi-Channel Funnels? A:AdWords Conversion Trackingtracking codeQ: How much of an impact does the use of multiple devices have in skewing the numbers we see in these reports? A:Q: Can I report on both AdWords Keyword and Matched Search Queries in Google Analytics?A:Q: Can you add your own models to the Attribution Modeling Tool or they are all built in? A:custom modelsQ: How do advertisers take action on attribution data?A:Posted by Bill Kee, Product Manager for Attribution, Google Analytics team

Future of Advertising Event - DoubleClick Insights

Upgrade now to the new Core Reporting API

Answers To Your Burning Google Analytics Questions

How Two Nonprofits Improve Their Site Performance With Google Analytics

Social Reports are now found under 'Traffic Sources'

Join Google Analytics on Google+

Two new Analytics webinars -- for advanced and beginning users

Looking Ahead at Next Generation Measurement

How Nissan Uses Ecommerce Tracking Without Directly Selling Online

Reminder: Migrate to the new Core Reporting API

New Google Analytics Easy Dashboard Library

Mark your calendar to ‘Hangout on Air’ and learn how to build a mobile site in minutes

Expanding Google Analytics Social Reports: Tracking Links To Your Site Content

Marketing Attribution: Questions and Answers

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