Download - Remarketing Segmentation
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Leveraging your Data (with Google Anal
Hetal Thakkar (Software Engineer Google)08/20/2014
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Data In GA
Website Data
App Data
Measurement Protocol
Data Import
AdWords, DFA, Social, Google Play, DS,
And more
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Remarketing
Segmentation
Google Analytics Tools
API Attribution Benchmarking Session Data Export* Content Experiments Content Grouping
Channel Grouping Cross Device Custom Reports Dashboards
Data -> Ad Demograp Ecommerc GTM Multichann Related Pr
Smart Lists Spreadshe Unsampled
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Sources: Forrester, May 2010 Shopping Cart Abandonment, Advertise.com 10Ways Remarketing will Boost Your Product Sales, Google Analysis
One of the most powerfuin a marketers toolkit
18%leave site
6%leave site
2%leave site
Visit home page
Visit product page
Add to cart
Checkout
Purchase
..are3xmore like
..are 8xmore like
..are 17xmore lik
Remarketing is always on
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Source: Forrester, June 2013
Customer behavior is evolving
Web
Company website
Mobile
Branch/store
Call center
Social
Purchase
Evangelize
Trust Friend
Use
Get help Share
Personalize
Search Compare
Discover
Research
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How do
you respond?
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Lack of consistency is causing
terrible customer experiences
then
nonn
browses website
for sandals
gets email offer
#25% off# goes to store
and buys a pair
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then
nonn
browses website
for sandals
gets email offer
#25% off# goes to store
and buys a pair
Weve been workingon improving this
Data Import &eCommerce v2
Remarketing onUniversal &
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Take action based on offline purchases
Offline Purcha
Summer X-s
www.google-analytics.com/collect?v=1&tid=UA-12345-1&cid=[UniqueID]
&t=event&ec=OfflineData&ea=Transaction
&pa=purchase&ti=T67890
&pr1id=p10445&pr1ca=Sandals
&tr=78%2E45&[More eCommerce Data]
&
eComm
metadata
Offline Tracking Setup
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www.google-analytics.com/collect?v=1&tid=UA-12345-1&cid=[UniqueID]
&t=event&ec=Email&ea=Open
&el=Summer%20X-sell&
Take action based on email opens
Email Open to SiteEmail Tracking Setup
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Demos: language, agegender, in-market
Tech: device, mobile dOS, browser...
Behavior: visits, days stransactions, duration.
Date of first visit: [self e
Source: acquisition ch
E-Comm: Revenue, datransaction, product, c
All powered by segmentation
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User Filters (New)
Users: Lifetime revenue > $10
Users S
Matches condition
Included in segment
Excluded from segment
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User/Session Filters with Exclude (N
Users: Did not purchase a single item > $50
Users S
Matches condition
Included in segment
Excluded from segment
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User/Session Sequence Filter (New
Users: With an engaged session and then purchased a product
Matches condition
Included in segment
Excluded from segment
Users S
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Segmentation Examples
Converters vs.non-converters Existentiale.g. Never visited page X,
Always visits from Mexico
Sequence with otherfilters
50% of UCart Did
Recommended Remarketing Lists: http://goo.gl/iscmEO
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Remarketing
Lists basedon segments- 10 day backfill
Smart-Lists, Dynamic Remarketing, and UA
Cookies added greedily- Not removed
Non-converters
Shopping cart abando
Existential, e.g. nevervisited page X
Non-evaluated segments Didnt visit in N days,
- Days since last vis
- Days since goal co
Work around: Adwological-lists
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Adwords Logical Lists
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Show content that is relevant and usef
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Using eCommerce and Dynamic Remark
400% Higher CTR
40-70%
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Then optimize and automate
Conversion OpSmart Lists Similar Audiences
ROI
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Smart Lists Launched
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Smart Lists
GUM Profile Specific
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So far, target the right user, with the right
message on the web
Improved trackingand segmentation
Dynamic creatives
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But the world is moving
R k ti d A di R ti
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Remarketing and Audience Reportingfor Mobile Apps*
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Demographics Repo
Interests Reportin
In-app Remarketin
Update SDK
(v5.0+/v3.08+ on Android/iOS)
Review privacy policy
Opt in to collection
How do you do it? What can you do?
What you should know
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Were in this together
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Coming up next
More intuitive product
Improved reportingMore actions!
Better insights andautomation
Easier taggingMore expressive
segments
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Thank You