Google Analytics User Conference 2015

By 08/09/2015Events

MultiMinds visited the GAUC 2015. This event gathers Google Analytics experts and users from Belgium (and other countries) every year to talk about the latest updates in the Digital Analytics world, and how each Company or Agency is using the latest features of Google’s tool to bring analysis, measurement and optimization to the next-level.

Some key topics that we found interesting:

  1. Data Integration: Daniel Waisberg talked about the possibility to use Google Analytics as your centralized data platform: integrating data from your CRM, your sales data, social data all Analytics and combining it with people’s behavior on the site, to give a much more in-depth picture of your customer. This is key to integrated marketing, personalization and advanced remarketing techniques.
  2. Tracking with the measurement protocol: how you can track many more things that you didn’t think about with the standard javascript method of tracking. Track behavior inside emails (by having a pixel loading in each of your email, that then send data through the measurement protocol), track pdf downloads even outside of your site (as you know you can’t track a pdf as such), tracking for example.
  3. Enhanced e-commerce: we were shown some advanced implementation of enhanced e-commerce on clients by Lore van Besien from AdSpecialist and its numerous benefits in terms of analysis. An important thing to remember : you can use enhanced e-commerce on other websites, such as lead gen ! This greatly enhances analysis of behavior on the site prior to conversion (you can see things such as internal campaigns usage, the link between different blog posts (related products), etc…). I strongly advice you to view Simo Ahava’s blog post on “tracking content with enhanced e-commerce“.
  4. David Dekegel, our client from Colruyt, did a presentation on Dashboards. How Colruyt group, and it’s 22+ brand are using analytics and dashboarding tools to monitor and improve performance ?
    david dekegel

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