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