Keynote address by John Jersin, Product Manager for Google Analytics. These slides were presented at the "GoMeasure with Google Analytics" events held in Singapore (Sep 6 2011) and Kuala Lumpur (Sep 8 2011).

1. Re-thinking
Measurement
and Attribution
John Jersin
Product Manager, Google

2. In the last 15 months...
Background
• The mobile internet is today’s main driver of growth in time
spent online.
• Its rapid adaptation by consumers will offer opportunities to
establish significant revenue streams.
• Gaining deep insight into usage patterns
provides the base and starting point of offering
products, services as well as information satisfying
true customer demands.

3. Users in Southeast Asia
Background
• The mobile internet is today’s main driver of growth in time
spent online.
• Its rapid adaptation by consumers will offer opportunities to
establish significant revenue streams.
• Gaining deep insight into usage patterns
provides the base and starting point of offering
products, services as well as information satisfying
true customer demands.

4. A quick look at data
All data is from sites opted in to sharing data
All data is about users from the countries listed

5. Goal Conversion Rates (Nov 2010 – Feb 2011)
Source: Google Analytics Benchmarking Data (Feb 2011)
Google Confidential and Proprietary

6. YoY Change: Goal Conversion Rates
Source: Google Analytics Benchmarking Data (Feb 2011)
Google Confidential and Proprietary

7. General Observations
• Website owners are not taking steps to
improve the efficiency at which they convert
their traffic. There are significant ROI gains to
be made by investing effort in conversion
optimisation.
Google Confidential and Proprietary

8. What about site engagement?
Background
• The mobile internet is today’s main driver of growth in time
spent online.
• Its rapid adaptation by consumers will offer opportunities to
establish significant revenue streams.
• Gaining deep insight into usage patterns
provides the base and starting point of offering
products, services as well as information satisfying
true customer demands.

9. Pages/Visit (Nov 2010 – Feb 2011)
Source: Google Analytics Benchmarking Data (Feb 2011)
Google Confidential and Proprietary

10. YoY Change: Pages/Visit
Source: Google Analytics Benchmarking Data (Feb 2011)
Google Confidential and Proprietary

11. YoY Change: Average Time on Site
Source: Google Analytics Benchmarking Data (Feb 2011)
Google Confidential and Proprietary

12. General Observations
• Across most markets, there has been a drop in
the average time on site and pages per visit.
Consumers are becoming less engaged in the
content. Thus there is an urgent need to make
your messaging more efficient on the site and
shorten your purchase/conversion funnels.
Google Confidential and Proprietary

13. Agenda
1 New robust and flexible platform (GA v5)
2 Powerful new ROI analysis (Multi-Channel Funnels)
3 Mobile tracking and reporting
4 Social Plugin Analytics
5 What you can do right now!

14. The face of web analytics is
changing...
Background
• The mobile internet is today’s main driver of growth in time
spent online.
• Its rapid adaptation by consumers will offer opportunities to
establish significant revenue streams.
• Gaining deep insight into usage patterns
provides the base and starting point of offering
products, services as well as information satisfying
true customer demands.

15. Google Analytics v5
1 – Easier to get the data you want
2 – Greater analytical flexibility
3 – Ready for future features and integrations

36. A new platform
• New backend pipeline
• New data storage systems
• New middle tier components
The web changes rapidly. With Analytics, you'll be ready for it.

37. Multi-Channel Funnel Reports
Background
Powerful new ROI analysis

38. Measurement challenge: many touch points
Most marketers today rely on
ISSUE 3-5 marketing touches
per campaign
Source: InfoTrends, October 2010

39. Measuring the last click just isn’t enough
3/23/11 Conversion
Direct
Direct
Google
PPC
Google
PPC

40. You need to see the whole story
3/11/11 3/15/11 3/19/11 3/23/11 Conversion
Google
Email Direct
Organic
Google Yahoo Google
Display Organic PPC
Twitter Google NYT Google
Organic Referral PPC

41. The Anatomy of a Conversion
Last
Interaction
Time Lag
Overall Path
(Time to Convert)
Length: 4
Assist
Interactions
First
Interaction
@vinoaj
41

42. The Anatomy of a Conversion
Last
Interaction
Assist
Interactions
First
Interaction
@vinoaj
42

43. Each report provides a unique set of insights
which are quickly accessible and actionable
Overview
Assisted Conversions
Path Length
Time Lag
Top Paths

44. Multi-Channel Funnels tells the whole story
Customers around the world are benefiting from this insight
One of the first global case studies.
Achieved big win in conversions
through new insights from Multi-
Channel Funnels.

45. 45

48. How quickly are customers deciding?
For converting customers from paid search, 58% converted in 1 visit

49. Insight: restructure the landing pages
Made landing pages more informational for these customers
1 month later -
44% increase in
conversions

50. Getting multi-visit customers to convert faster
57% of all
conversions had
multi-step
conversion paths

51. Getting multi-visit customers to convert
Turned non-converting paths...
3/11/11 3/15/11 3/19/11 3/23/11 No Conversion
1 Visit
Into converting paths via more investment in display.
3/11/11 3/15/11 3/19/11 3/23/11 Conversion
1 Visit Display Ad Display
Ad
11% increase in bookings within a month

52. “
We now have true accountability for all our
digital marketing activities.
”
Chetan Patel, Vice President of E-Commerce, Onyx Hospitality Group
Google Confidential and Proprietary 52

53. The digital media is evolving.
Analytics is too.
Background
• The mobile internet is today’s main driver of growth in time
spent online.
• Its rapid adaptation by consumers will offer opportunities to
establish significant revenue streams.
• Gaining deep insight into usage patterns
provides the base and starting point of offering
products, services as well as information satisfying
true customer demands.

54. Mobile...
Background
• The mobile internet is today’s main driver of growth in time
spent online.
• Its rapid adaptation by consumers will offer opportunities to
establish significant revenue streams.
• Gaining deep insight into usage patterns
provides the base and starting point of offering
products, services as well as information satisfying
true customer demands.

55. Relevance of the Smartphone
» People love their smartphones.
I don't leave the house without my
smartphone.
I would rather give up my desktop PC
than my smartphone.
» People use lots of apps (20% of people have 50+ apps).
Number of apps owned
Base: Private smartphone users who use the internet in general, n= 1000; Top-2 boxes
Q52: To what extent do you agree to each of these statements? Please answer on a scale from 1 to 5.
A "1" means that you completely disagree with the statement a "5" means that you completely agree with the statement.

56. Actions Taken on Advertising
» Mobile users can be reached
Took some action on an advertisement
» Mobile users convert
No
Yes
Base: Private smartphone users who use the internet in general and who at least rarely notice advertising, n= 958
Q43: Which of the following actions if any have you taken as a result of seeing a mobile ad of any type on your smartphone?

57. Relevance of the Smartphone (Malaysia)
» Smartphones as important as purse and key: house not left
without.
I don't leave the house without my smartphone.
I access information on my smartphone and
follow-up to find more information on my
computer.
I expect the websites I visit on my smartphone to
be easy to navigate and access as they are when
I visit them on the desktop PC.
My smartphone provides me with information
which is relevant to me.
I would rather give up TV than my smartphone.
My smartphone is more entertaining than TV.
I read magazines/newspapers less often as I
prefer to access this content on my smartphone
I would rather give up my desktop PC than my
smartphone.
Base: Private smartphone users who use the internet in general, n= 500; Top-2 boxes
Q52: To what extent do you agree to each of these statements? Please answer on a scale from 1 to 5.
A "1" means that you completely disagree with the statement a "5" means that you completely agree with the statement.
Google Confidential and Proprietary 57

59. Mobile Tracking
Conventional javascript
Server-side: php, jsp, asp.net, perl
Android SDK
iOS SDK

62. Social...
Background
• The mobile internet is today’s main driver of growth in time
spent online.
• Its rapid adaptation by consumers will offer opportunities to
establish significant revenue streams.
• Gaining deep insight into usage patterns
provides the base and starting point of offering
products, services as well as information satisfying
true customer demands.

63. Social networking is exploding
Users are engaging in new ways.

64. Users are engaging in new ways

65. Users are engaging in new ways

69. Review
Background

70. Review
With MCF, Mobile, Social, you now can have a more complete
view than ever before.
This variety of data makes analytics that much more critical to
business success.
GA is leading the way... make sure you are ready.

71. Are you ready for 2012?
Background

72. Get ready!
[1] Give GA v5 a spin
[2] Prepare for Multi-Channel Funnels by setting up goals and
e-commerce transactions
[3] Use Multi-Channel Funnels to evaluate your performance at all
stages of the visitor intent funnel
[4] Start tracking your mobile presence on sites and apps
[5] Start tracking social interactions to understand how your users
engage

73. THANK YOU