Marketing analytics & brand measurement - Ahmad Abdullah - Google
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Gain insights into user shopping behavior using Enhanced Ecommerce Marcia Jung, Product Manager Jo
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Ahmad Abdullah from Google was at the ISB Digital Summit 2014 to conduct a session on 'Marketing analytics & brand measurement' as part of the Digital Deep Dive workshop.
Transcript of Marketing analytics & brand measurement - Ahmad Abdullah - Google
Gain insights into user shopping
behavior using Enhanced Ecommerce Marcia Jung, Product Manager
Jo
Ask meaningful, actionable question of your data
“Where and why are users falling out of the checkout
process?”
“How effective are my campaigns at driving users through the
shopping funnel?”
“Am I showing the right products on my landing pages?
How are my internal promotions impacting sales?”
Enhanced Ecommerce Benefits
Product Performance Analysis
Deep User Insights
Optimize Your Merchandising
Closing the Loop
Insights into user shopping behavior
User Insights
Users are completing purchases on tablet devices
Remarket and capture high-converting users on tablet devices
User Insights
Tablet users start
checkout twice as often
and complete purchase
57% more often than
overall users
Optimize your checkout process on mobile
Users abandon checkout much more frequently on mobile
User Insights
Mobile users start the
checkout process more
often but but complete
purchase 40% less often
than overall users
Which campaigns are driving awareness? Which ones are my closers?
User Insights
Enhanced Ecommerce Benefits
Product Performance Analysis
Deep User Insights
Optimize Your Merchandising
Closing the Loop
Understand full lifecycle of product purchases
Product Analysis
What are my
most popular
products?
Which products
are most frequently
abandoned in cart?
Which products
are converting
well?
Analyze by product attributes
Product Analysis
Support for Category, Brand, Variant,
and custom product dimensions
Enhanced Ecommerce Benefits
Product Performance Analysis
Deep User Insights
Optimize Your Merchandising
Closing the Loop
Which products should I showcase on my landing pages?
• Use Product Lists
• Understand which
products are getting the
most exposure
• Which ones are being clicked
on (eventually converting)
• Should I showcase other
products? reorder them?
Merchandising
Merchandising
Product List performance
Impressions and clicks on products in a Product List
Related Products
Use for onsite recommendations,
email campaigns, remarketing,
product bundling
Related products data derived from
transaction history,
available via API
Products
Enhanced Ecommerce Benefits
Product Performance Analysis
Deep User Insights
Optimize Your Merchandising
Closing the Loop
Create segments easily and intuitively directly from the reports
• Segment on any shopping
stage, e.g. cart or checkout
abandonment sessions
• Pivot over to other reports
to view demographic
information or which
products they were
interacting with
• Import these segments
for remarketing
Closed Loop
Product data import
And many other features
Affiliates
Refunds
Hierarchical
product category
Checkout options
Google Tag
Manager support
Internal promotions
Coupons
• Starting May 28, phased rollout to 100% of users over the next 30 days.
• Help center and developer documentation will be available immediately to
all users.
Public rollout
Q&A
Thank You
Sample Ecommerce site
Product
detail view
Cross-sell
merchandising
Add to
cart
