SMX London Write-up: Universal Data Analytics

Megan McMahon
Reading time: 2 minutes
21st May 2014

After a very successful first day at SMX London, Ayima came storming in to wrap up for day two. David Sosnowski, Director of Data Insights & Analytics, spoke on the panel of industry experts, covering the topic of: “The brave new world of universal analytics”.

David’s based in our New York office, and has a vast amount of experience in troubleshooting and providing analytical insights for some of the industry-leading global organisations within retail, finance and telecoms. A self-confessed data devotee, he believes that all strategies should be driven by the data that you have at your disposal. His talk was entitled: “Conquering the digital world through traditional stores”, and below is a brief synopsis of what was covered.

In the ever-evolving desktop, mobile and local world that we live in, traditional stores are playing a greater role within the digital sphere. It is worth noting that case studies conducted showed that 82% of consumers who purchased in-store started their purchase journey within some sort of digital channel. The challenge is now how to draw the correlation between the online and in-store behaviour of the consumer.

David then went on to discuss the success that we have had tackling this task using different data sets, including Omni-channel analytics. Namely, being able to tie two important groups of data sets together to establish a clearer picture of consumer behaviour. Firstly, by employing cookie tracked data for users through logins, and secondly, the far more revolutionary process of gathering offline sales data and connecting it to digital behaviour.

The steps below outline how to connect the two data sets:

1. Cross channel: tracking users as opposed to individual sessions or visits, and creating a universal user ID.

2. Measurement protocol: is the process of importing offline data into Google Analytics to include it in the analysis of the big picture.

3. Send data: in order to use measurement protocol you need to create an application to process the real world data automatically, i.e. at the cash register, and send it straight into Google Analytics.

Great! Now what can we actually do with this? You are able to determine the impact on in-store sales by mapping postal code grids to store locations and then matching the digital behaviour within the region to in-store data. In a case study that we conducted, out of a treatment of 10,000 users, SEO drove 12% of in-store sales. Before this tracking was configured, SEO in 2013 was reporting an incremental growth of $34M, thereafter, reported at $158M, giving us a glimpse into the power that digital channels are having on in-store purchases.

It is clearly an antiquated idea to think that a robust SEO strategy does not exist outside of the SERPs and does not translate into “real world” sales. It’s time to embrace Omni-channel analytics! The insights that this approach will provide about your consumers is invaluable.

Written By Megan McMahon
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