Emetrics combined presosv7 - 43ratio
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Impact of Content on the Customer Journey
Lianne MacLean - Web Analytics Producer - Electronic Arts
eMetrics Summit San Francisco April 2015
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Agenda
Cross Domain Tracking & Revenue Attribution
How to Measure Fun!
Creating A Frictionless Funnel: Blending GA & CRM Data
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Cross Domain Tracking& Revenue Attribution
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Typical User Journey
Source Franchise Store
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Before cross-domain tracking…
Source Franchise Store
?
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Before cross-domain tracking…
Source Franchise Store
?
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After cross-domain tracking…
Source Franchise Store
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Battlefield.com
SourceMedium
Campaign
Origin.com
SourceMedium
Campaign
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Battlefield.com
SourceMedium
Campaign
Origin.com
SourceMedium
CampaignRef Site
custom variable
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Battlefield.com
SourceMedium
Campaign
Origin.com
SourceMedium
Campaign
Battlefield GA Origin GA
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Battlefield.com
SourceMedium
Campaign
Origin.com
SourceMedium
CampaignReferring EA Site
Battlefield GA Origin GA
If Referring site = Battlefield
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What You See in GA - Battlefield Account
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What You See in GA: Origin Store Account
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Benefits of Tag Management System (TMS)•Almost independent of development teams• Faster• Less communication issues• Scalability
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Challenges
•Complexities common in large organizations• Learning the Tag Management System•Access for external agency• Transitioning from agency to in-house•Changing technology
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Results
• Correlate original source, campaign & engagement to revenue• Greater marketing accountability• Correlate optimization testing with revenue• Blend full user journey data with CRM• Better forecasting & prediction models
Original source
Franchise Site Store
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How To Measure Fun
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Objective Tactic KPIs Success KPI Target
Engage Fans Sims Personality Quiz
% Quiz Click Through% Quiz Completed
1. It looks Interesting2. It’s Engaging
60%70%
Make Viral Personality Sharing % Share3. It’s Worth Sharing4. Increased Traffic
from Facebook5%
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KPIs Tracking Notes
% Quiz Click Through% Quiz Completed
Event Category/Action:Hub/TakeQuizClick
Custom Variables: Slot 6, Scope: 2 Label: Completed Quiz Value: Yes/NoSlot 7, Scope: 2 Label: Quiz Profile Value: inject
Funnel:Hub Landing Page, Quiz landing page, TakeQuizClick, Q1, Q2, etc., Final pg of quiz
% Share
Event Category/Action/Label: SocialAction/Share/Facebook
-Add utm parameter to FB share button-Track as both _trackSocial and _trackEvent
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http://www.thesims.com/the-academy/what-kind-of-sim-are-you/share/bored-creative?utm_campaign=sims4-social-global-fb-quiz-bored-creative&utm_source=facebook&utm_medium=social
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Results
• Measurement Ability • 80% Quiz Completion Rate• 8% Social Share Rate• Acquired new users through Facebook sharing
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Optimization
GET THE SIMS 4!
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Creating a Frictionless Journey:Blending CRM & GA Data
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67% clicked
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1 2 3
4 5
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Step 4
EA Customer ID
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Blending GA & CRM Data
GA Data
• EA Customer ID• Download Clicks
• Only Origin Purchases
CRM Data
• EA Customer ID• Completed Downloads
• All Purchases (offline, consoles)
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67% started demo download
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67% started demo download
10% completed it
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Completers =
3x higher purchase conversion rate
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Step 1 Step 2 Step 3
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1 2 3
4 5
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Results
• Download completions went from 10% to 47%• Purchase conversion rate for downloaders 3x the site average• More homepage real estate
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Takeaways
• Align across all teams who are involved/affected in the funnel• Remember to visit your sites and interact with features• There’s usually more than meets the eye• Find a way to get data for the entire funnel
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Summary
• Cross-Domain tracking for revenue attribution • Measure Fun by laying groundwork• Frictionless user journeys