GAUC presentatie - Michel Vennema - Weg met de splitsing tussen online en offline

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Weg met de splitsingtussen online en offline

© 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED.© 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED.

Even voorstellen

Michel VennemaHead of Analytics & Innovatiemeasurement nerd

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weg met de splitsing tussen online en offline!

2. correlaties tussen online en offline

3. use cases van het measurement protocol

4. Beacons, digitalisering van offline en acties

1. waarom dit onderwerp?

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1.250 kijkcijferkastjes2.750 personen0,016% van alle huishoudens

mijn oma ≈ 6.000 huishouden

Kijkcijfers Nederland in Beweging15.000… ≈ 2 tot 3 huishoudens

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Offline marketeers vertrouwen op 1.250 kastjes...… voor 7,7 mln huishoudens.Targets voor offline marketeers:

●bereiksdoelstelling○top-of-mind

awareness○ Indirect hogere sales

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Offline marketeers vertrouwen op 1.250 kastjes...… voor 7,7 mln huishoudens.Targets voor offline marketeers:

●bereiksdoelstelling○top-of-mind

awareness○ Indirect hogere sales

groot deel via online!

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Online marketeers hebben te maken met ad blockers...… maar hebben nog steeds 80% van de data!Targets voor online marketeers:

●conversies○directe ROI○cost per order

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Online marketeers hebben te maken met ad blockers...… maar hebben nog steeds 80% van de data!Targets voor online marketeers:

●conversies○directe ROI○cost per order

groot deel afhankelijk van offline/brand!

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The shift in research journey

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Mediaspend Nederland

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adwords campagne A 1,6%organic

adwords campagne C 2 %store

Adwords CR

adwords campagne C 2,2%storetv-ad

organic 1,5%adwords campagne B

Attributie over kanalen en media

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Integratie bij marketeers

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performancethinkers

brandthinkers

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© 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED.© 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED.

© 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED.© 2015 SEARCHRESULT. ALL RIGHTS RESERVED. ANY COPYING OR USE OF THIS CONFIDENTIAL INFORMATION IS STRICTLY PROHIBITED.

online en offline integratie

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correlaties• display & search• tv & search• tv & online visits

attributie en analyse● betere inzet

mediabudget● meer inzicht in

campagnes● beter inzicht in klant

overig• cvs-uploads• leads to sales• beacons• digitalisering

• Offline transacties• callcenter calls• refunds & confirmations

Measurement protocol

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correlaties

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correlatie: display & (branded) search

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Hoe?● Exporteer display data op dagniveau● Exporteer Adwords impressies op dagniveau● In Google spreadsheet:

=CORREL(B2:B32;F2:F32)

correlatie: 0,446

correlatie: 0,07● 0. geen lineaire relatie

● +0.30. zwakke positieve lineaire relatie

● +0.50. matige positieve lineaire relatie

● +0.70. sterke positieve lineaire relatie

● +1. perfecte positieve lineaire relatie

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correlatie: radio/tv & site traffic

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GA: organisch verkeerRadiocommercials (luisterdichtheid)

Hoe?● Exporteer organic search data op dagniveau (API of Google

Spreadsheet plugin)● Vraag radio/tv data op bij mediabureau (LDH, KDH, aantal spotjes,

datum/tijd)● Plaats in grafiek + correlatie

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correlatie: radio/tv & site traffic

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measurementprotocol

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Pijlers [klantnaam].

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www.google-analytics.com/collect?v=1&t=pageview&tid=UA-1269101-1&cid=123456&dp=/pagina-URL&dt=paginatitel&dh=hostnaam&etc. etc.

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www.google-analytics.com/collect?v=1&t=pageview&tid=UA-1269101-1&cid=123456&dp=/pagina-URL&dt=paginatitel&dh=hostnaam

NFC-tags en measurement protocol

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Bij scannen kaart wordt transactie of

bezoek doorgestuurd naar Google Analytics

Mogelijkheden van measurement protocol

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Mogelijkheden van measurement protocol

Een login van je klant is niet bij alles nodig,

zolang je zelf de herkenning in je CRM

maar hebt.

Dat kan ook op basis van transactie-ID

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Mogelijkheden van measurement protocol

Hetzelfde geldt voor je callcenterSchiet bijvoorbeeld een event in met: categorie: ‘call tracking’actie: ‘callcenter contact’label: ‘complaint’ | ‘support’

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Bij scannen kaart wordt transactie of

bezoek doorgestuurd naar Google Analytics

En dat geldt ook voor je callcenter...

Mogelijkheden van measurement protocol

Een login van je klant is niet bij alles nodig,

zolang je zelf de herkenning in je CRM

maar hebt.

Dat kan ook op basis van transactie-ID

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1.Schiet CID (_ga cookiewaarde) mee in leadformulier

2.Bij succes, schiet transactie in via MP

Lead to sales measurement

Leads als goalSuccesvolle lead als transactie

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Koppeling van offline data met Google Analytics via CSV-uploads● Upload van order status (alleen GAP ivm query time upload)● Upload van offline productinformatie (kenmerken,

inkoopprijs)● Upload van refunds

Mogelijkheden van csv uploads

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en verder...

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Beacons: iBeacon & Eddystone

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Beacons: iBeacon & Eddystone

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Digital outdoor

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Afsluitend● Start morgen met:

○ Exporteren en correleren

○ Bellen van je developers voor het inschieten van data

○ Inschieten van nieuweKPI-sessie met online & offline

○ Om de oren slaan van jeoffline collega’s met de1250 kastjes

○ (en daarna echtsamenwerken)

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Michel VennemaT: 073 - 6811007E: info@searchresult.nlwww.searchresult.nlPrins Bernhardstraat 145211 HE 's-Hertogenbosch