INTEGRATING OFFLINE DATA IN IN ORDER TO CLOSE THE MULTICHANNEL LOOP

Julien De VisschereBusiness Consultant

Semetis

Vincent CrocheteBusiness Consultant

Semetis

FOOD

MACHINE LEARNING

SPORT

TECHNO

COFFEE

CINEMA

SEMETIS

DATA

PARTY

NICE to meet you !

Julien De VisschereBusiness Consultant

Semetis

Vincent CrocheteBusiness Consultant

Semetis

Our goals

#1 - Give you an overview of the approach needed to tackle the calculation of the ROI of your offline conversions

#2 - Provide you with a brief introduction to some concrete applications of the measurement protocol

Our Talk

Integrating offline data in order

to close the multichannel loop”

Our Talk

Integrating offline data in order to

close the multichannel loop”

Offline Dimension

Multichannel Dimension

Context: Online Business

#1 - You are a online business#2 - You invest in acquisition channels

▶ You want to determine MCF & ROI of every channel

Google Analytics’ Multichannel Funnel

▶ Most of the people are using the last interaction model > giving all credit of the conversion (or lead) to the last touch point

Google Analytics’ Multichannel Funnel

▶ Getting conversions is like scoring goals on hockey field

Google Analytics’ Multichannel Funnel

▶ As a coach you want a view on all the players who assisted the goal

Google Analytics’ Multichannel Funnel

▶ As a coach you want a view on all the players who assisted the goal

▶ It’s the same with Online Acquisition

CPC ORGANIC DIRECT

CPC CPC SOCIAL ORGANIC

ORGANIC SOCIAL

Google Analytics’ Multichannel Funnel

▶ The Multichannel Funnel is about giving the right credit to all touch points that lead to the conversion (or lead)

#1 - Your are a online business#2 - You invest in acquisition channels▶ You want to determine MCF & ROI of every channel

Google Analytics’ Multichannel Funnel

#1 - Your are a online business#2 - You invest in acquisition channel▶ You want to determine MCF & ROI of every channel

You go in the MCF Report In GA

Google Analytics’ Multichannel Funnel

Context: Offline & Online Business

#1 - Your are a physical business with online presence#2 - You invest in acquisition channels#3 - Online & Offline are integrated in your strategy

▶ You want to determine MCF & ROI of every channel

#General example: Lead Generation

▶ Actors with online module to generate leads ▶ Those mostly consider the lead as a final

conversion▶ With the MCF each channels will receive its credits

#General example: Lead Generation

▶ Actors with online module to generate leads ▶ Those mostly consider the lead as a final

conversion▶ With the MCF each channels will receive its credits

50% – 80% don’t end up as a real sale

Wrap Up

Attribution of Online Leads

Attribution of Offline Sales

What can be tackled ?

Impact of the Online on the Offline Sales

What can be tackled ?

Impact of the Online on the Offline Sales

How can we assign attribution to an offline transaction?

A URL REQUEST IS SENT

VISITS THE WEBSITE

How it works

GA TAG IS FIRED

DATA IS STORED IN GA

A URL REQUEST IS SENT

VISITS THE WEBSITE

How it works

GA TAG IS FIRED

DATA IS STORED IN GA

https://www.google-analytics.com/collect?v=example&_v=example&t=example&_s=example&dl=example&ul=example&de=example&dt=example&sr=example&vp=example&je=example&fl=example&_utma=example&_utmz=example&_utmht=example&_u=example&jid=example&cid=example&tid=example&gtm=example&z=example

A URL REQUEST IS SENT

How it works

https://www.google-analytics.com/collect?v=example&_v=example&t=example&_s=example&dl=example&ul=example&de=example&dt=example&sr=example&vp=example&je=example&fl=example&_utma=example&_utmz=example&_utmht=example&_u=example&jid=example&cid=example&tid=example&gtm=example&z=example

t=pageview → hit typedl=http://www.semetis.com → document location URLul=en-us → user languagesr=1920x1080 → screen resolutioncid=319311817.1407181104 → client iduid= abcde123456 → user idtid=UA-XXXXX-3 → tracking id

How it workst=pageview → hit typedl=http://www.semetis.com → document location URLul=en-us → user languagesr=1920x1080 → screen resolutioncid=319311817.1407181104 → client iduid= abcde123456 → user idtid=UA-XXXXX-3 → tracking idClient ID and User ID are sent to Google Analytics and

used to build the users path in the MCF & attribution reports. These parameters are not available by default in reports..

User path

How it worksUser identified by UID

Device / browser identified by CID

User path

How it works

REQUESTS SENT TO GA WITH UID AND CID

User identified by UID

Device / browser identified by CID

User path

How it works

REQUESTS SENT TO GA WITH UID AND CID

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MCF REPORT IS BUILT WITH UID AND CID

User identified by UID

Device / browser identified by CID

User path

How it works

REQUESTS SENT TO GA WITH UID AND CID

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MCF REPORT IS BUILT WITH UID AND CID

User identified by UID

Device / browser identified by CID

?

User path

How it works

User path

How it works

REQUESTS SENT TO GA WITH UID AND CID

USE A CUSTOM SCRIPT INSTEAD OF A TAG TO SEND INFO TO GA = MEASUREMENT PROTOCOL

How it works

MEASUREMENT PROTOCOL = SENDING A SIMILAR REQUEST WITH A CUSTOM SCRIPT

https://www.google-analytics.com/collect?v=example&_v=example&t=example&_s=example&dl=example&ul=example&de=example&dt=example&sr=example&vp=example&je=example&fl=example&_utma=example&_utmz=example&_utmht=example&_u=example&jid=example&cid=example&tid=example&gtm=example&z=example

GENERATES A LEAD ON

WEBSITE

Google Analytics Business data

Visitors data

Leads data

Sales data

BUYS PRODUCT/SERVICE

OFFLINE

Make it happen

Make it happen

STEP 1 - Make the UID/CID available in your reports (non PII)#1 Make the UID and/or the CID available in your standard reports

with custom dimensions:

#2 Unify the sessions with the UID if any:

Make it happen

Google Analytics Business data

Make it happen

User ID Client IDABC123 123.123ABC456 456.456ABC789 789.789ABC147 147.147

ABC258 258.258

STEP 2 - Define the key and make it available for your business

The linking key should be available in your business data when the users complete the offline transaction AND must be sent in GA together with the lead

→ Need to adapt the product/process (ID on the contract, offer etc.)

Make it happen

▶ User ID▶ Transaction ID▶ Unique coupon / unique promo code

Google Analytics Business data

Make it happen

User ID Client ID Transaction IDABC123 123.123 1

ABC456 456.456 2

ABC789 789.789 3

ABC147 147.147 4

ABC258 258.258 5

Transaction ID Value Product 1 10,00 € Chocolate4 4,00 € Bread3 11,00 € Apple

LINKING ID IS THE SAME FOR LEADS AND SALES

STEP 3 - Carefully define the measurement protocol requests that will feed GA with offline data

Make it happen

▶ Hit type: must be retrievable in MCF reports (transactions, event goals, page goals)

▶ Source/medium: will be direct by default. Choose one that is identifiable

▶ Enrich the hit with transaction data: transaction ID, value, product

Google Analytics Business data

Make it happen

User ID Client ID Transaction IDABC123 123.123 1

ABC456 456.456 2

ABC789 789.789 3

ABC147 147.147 4

ABC258 258.258 5

Transaction ID Value Product 1 10,00 € Chocolate4 4,00 € Bread3 11,00 € Apple

Measurement protocol

STEP 4 - Build your automated solution

Make it happen

▶ Keep it simple (Google sheet + simple script)▶ In case you have a developer: 1h job ▶ Determine a process (ex: each month)▶ Make sure you send the data only once▶ Don’t forget to configure the goals in GA

Google Analytics Business data

Make it happen

User ID Client ID Transaction IDABC123 123.123 1

ABC456 456.456 2

ABC789 789.789 3

ABC147 147.147 4

ABC258 258.258 5

Transaction ID Value Product 1 10,00 € Chocolate4 4,00 € Bread3 11,00 € Apple

⓵ DOWNLOAD DATA

Make it happen

User ID Client ID Transaction IDABC123 123.123 1

ABC456 456.456 2

ABC789 789.789 3

ABC147 147.147 4

ABC258 258.258 5

Transaction ID Value Product 1 10,00 € Chocolate4 4,00 € Bread3 11,00 € Apple

⓶ MERGE DATA SETS+=

User ID Client ID Transaction ID Lead transformed Value ProductABC123 123.123 1 YES 10 ChocolateABC456 456.456 2 NO -  -ABC789 789.789 3 YES 11 Apple

ABC147 147.147 4 YES 4 Bread

ABC258 258.258 5 NO -  -

Make it happen⓷ SEND URL REQUEST

User ID Client ID Transaction ID Lead transformed Value ProductABC123 123.123 1 YES 10 ChocolateABC456 456.456 2 NO -  -ABC789 789.789 3 YES 11 Apple

ABC147 147.147 4 YES 4 Bread

ABC258 258.258 5 NO -  -

MEASUREMENT PROTOCOL

import httplib, urllibparams = urllib.urlencode({'v': 1,'tid': ' UA-XXXX ', # ID of the Google Analytics property'cid': '409867041.1447750010', # ClientID that identifies the browser't': 'event', # Hit type'ni': 1, # Indicates the event is not a real interaction'ec': 'Contract signed', # Event category'ea': 'Contract type B', # Event action'el': 'ABC123', # Event label describing the TransactionID'ev': 518, # Event value. This should be an integer and not a float variable‘dh’: ‘mywebsite.com’ # Hostname - prevents the request from being filtered out by anti-spammers})connection = httplib.HTTPConnection('www.google-analytics.com')connection.request('POST', '/collect', params)

Make it happen⓷ SEND URL REQUEST WITH

MEASUREMENT

Google Analytics

Make it happen

User ID Client ID Trans. ID transformed Value ProductABC123 123.123 1 YES 10 ChocolateABC789 789.789 3 YES 11 Apple

ABC147 147.147 4 YES 4 Bread

STEP 5 - Create your attribution model

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ORGANIC SOCIAL M.

PROTOCOL

M. PROTOCOL

M. PROTOCOL

Make sure the Measurement protocol does not get credit in your attribution model !

Make it happen

STEP 5 - Create your attribution modelMake sure the Measurement protocol does not get credit in your attribution model !

Make it happen

STEP 6 – Enjoy your new reports !

Make it happen

Make it happenKEY TAKEAWAYS FOR A SUCCESSFUL IMPLEMENTATION▶ A good key is the key: make it sustainable▶ Determine carefully the hit you want to use and TEST it !▶ Involve each stakeholders: product dev. Team, marketing, IT, web

analytics agency/team▶ Keep it simple: a basic implementation will already clean your

data from the 50-80% of leads that are not transformed

Make it happenKEY TAKEAWAYS FOR A SUCCESSFUL IMPLEMENTATION▶ A good key is the key: make it sustainable▶ Determine carefully the hit you want to use and TEST it !▶ Involve each stakeholders: product dev. Team, marketing, IT, web

analytics agency/team▶ Keep it simple: a basic implementation will already clean your

data from the 50-80% of leads that are not transformed

THANK YOU !