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Google Analytics User Conference

How to highjack eCommerce tracking from Google Analytics for non-eCommerce businesses?

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Blue2purple’s contribution to the GAUC BE

With this case we want to show the power of Google Analytics and how you can manipulate internal reports to reflect your business regardless if you are an eCommerce, eLead or Content-creator.

To get the most out of your Analytics, it’s essential that you know what information you want to get, what should you focus on? Don’t think on the how to get there, it will only block you.

In our case, we are working with an Affiliate, who promotes thousands of different products on his website and directs visitors to the best shops to buy the presented products. What we wanted to know was quite easy: how much money do we get from which click. If you look into the customer & data journey, it becomes clear that something sounding so easy isn’t easy at all.

The customer journey

To illustrate the difficulty of this case, we will start of with a brief explanation of the customer journey:

The visitor arrives on the website via paid or organic campaigns or is already a loyal visitor (direct traffic). He browses some products he likes (let’s say shoes for example) and finds 3-4 different shoes that look amazing to him. After reading some details of the products he decides to buy a pair of shoes that convinced him. So he clicks on the product and leaves the website of our client. At this point the customer journey on our client’s website is finished, but it continues on the Merchant Store’s website. There a sale will take place or not. Only if a sale takes place, our client will be paid a commission. The different affiliation networks will send us a report with the amount of conversions, the commission generated and a variable that we communicated to them. So our mission was to link the click to the Merchant Store with the commission generated via that click.

How did we do it

First we tracked via an event the click to store, with a fixed average value. To optimize paid campaigns based on this data, we decided to install an ecommerce tracking, so we could optimize on ROAS. The transaction also had a fixed value for each click. As this method doesn’t reflect the real value of the click, we decided to go further: Push back transaction-data given by the networks into Analytics.

To do so, we changed the ID pushed to the networks, so that it reflects the Google Analytics Session ID. Than we build a hit with the measurement Protocol to push a transaction based on all the information we gathered. Thanks to the Session ID stored in the Affiliation cookie, we were able to link a click with an actual transaction and so, we were able to calculate correctly the monetary value of each click.

Attention Points

Before we automated the process, we validated our hit via the hitbuilder. It is a handy tool to test your queries and validate the output you will get. Thanks to it easy to use interface, we didn’t have to try directly server side the pushes. We recommend to use it always before automatizing a hit via the Measurement Protocol.

It’s important to know that every push you do with the measurement protocol creates a new session, so all UTM’s are set (or not). We didn’t precise the source or medium in our push, so all transactions are reported with the source/medium direct. We wanted to validate first our transaction push method with the focus only on the transaction nothing else and thanks to the build in attribution modelling in Analytics, we are able to correctly attribute the transactions to the correct last-click source.

What did we do with this awesome information?

First, we created a dashboard that allows us to see which are the top products & shops that drive transactions.

We optimized the paid campaigns to focus on products that converted very well and so we optimized the ROAS.

And last but not least, we gained useful insights to optimize the UX of the website to get a better performing website.

 

 

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Recap: What’s News On Google #WNOG – 2016

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On Thursday, June 30th our annual conference about digital marketing innovations: What’s New On Google (WNOG 2016) took place at Google Brussels’ offices: the GooglePlex. Let’s talk about this inspiring afternoon. Here’s a little recap for those who were unable to attend this day.

After an incredible introduction speech made by Annick (blue2purple’s CEO), each expert, told us about digital marketing news.

First, Gaetan Godart, blue2purple’s Client Service Director, talks about the death of Gross Rating Point. Really? Catching up on this session:

Gaetan Godart affirms: GRP is dead! The GooglePlex audience holds its breath.  Fortunately that’s in fact not completely true (phew!). Indeed, this is not a good ratio to measure the efficiency of a Digital Marketing campaign.

“We don’t need GRP to create a good digital marketing strategy; however GRP is not dead.”

But what is GRP? In advertising, a gross rating point (GRP) is a measurement of the size of an advertising campaign on a specific medium and period of time. It does not measure the size of the audience reached (GRP = REACH x FREQUENCY).

analytics_presentationThen comes the turn of Gert-Jan Lagas, Google Analytics’ 360 Suite Benelux & Nordics Manager, who gives us a perfect overview of the new Google Analytics 360 Suite. We talked to you a lot about this new Google platform because it’s a major step in the Digital Marketing sector. Here’s what we learned with this presentation:

This suite should enable marketers to analyze data more easily. How? The Google Analytics 360 Suite is composed of 6 tools, including 4 new features:

 

Google Audience Center 360: A DMP (data management platform) to better understand customers and look for similar audiences. This tool integrates Google AdWords & DoubleClick and will be open to 3rd-party platforms.

Google Optimize 360: an A/B testing tool to facilitate website optimization. Objective: test different variants of a website and set up the more efficient version.

Google Data Studio 360: a reporting tool which compiles data accessible to other tools of the Analytics 360 suite, as well as external tools.

Google Tag Manager 360: a tool to facilitate information gathering, complete with APIs, to optimize the accuracy of the information.

Google Analytics 360: Google Analytics Premium becomes Google Analytics 360. New features will be deployed in the coming months.  As a reminder, Google analytics is a web analytics service that tracks and reports website traffic, while DoubleClick platform helps marketers in their Measurement Challenge.

Google Attribution 360: Adometry becomes Google Attribution 360. This tool analyzes the performance of channels and terminals to design an effective marketing mix.

The big advantage is the fact that all these tools are included in a harmonized suite and integrate Google AdWords & DoubleClick performances.

The official release has not been revealed yet (only a closed beta for now), but he promised us a release soon. Among blue2purple we already started training on this new platform and you can be sure that you will be the first to have access to these new technologies & analyses.

To learn more about it: Google Analytics 360 Suite

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Next comes Frederic Dooms of the DoubleClick Team, who talks about his platform. Is a DMP – data management platform – the easiest way to use data?
Have a look at it:

The DoubleClick platform helps marketers in their Measurement Challenge: How can I measure my ROI?
The only thing you have to do is: determine clear objectives. Then, this tool allows you to unify your data in order to be more efficient. Now that you have a better vision of your campaigns, you can focus on what’s important for your marketing strategy and your business.

fieldfisher_presentation
Next up was Tim van Canneyt from Fieldfisher. Tim is a lawyer and he gave a status on the state of digital policy in Europe. Big Data is the new black, but we don’t do anything with it; risking sanctions for holding on to users’ personal information. Indeed, each country has different laws about using personal data.

We can learn from this presentation that:

  • There is a difference between personal & anonymous data. Anonymous data (re-identification impossible) can be sent anywhere at any time across the world. On the contrary sending personal data is highly regulated.
  • The EU is unifying the data laws within countries (General Data Protection Regulation – 27 April 2016, came into force on 25 May 2018), therefore there are no special measures needed to legitimize transfer within the EEA (EU+ Iceland, Norway and Liechtenstein). The recipient is also subject to the EU data protection framework.
  • Most non-EEA countries don’t have legislative equivalents to the EU legal framework. Be careful if you transfer data to a country outside the EU: it’s not allowed, unless laws of the recipient’s country guarantee an adequate level of data protection.
  • Some new rights for individuals:
    • Right to be forgotten: obligation to erase the concerned data if asked.
    • Right to restriction of data processing: Prohibition to process data (except for storage) of data subject.
    • Mandatory notification to recipients: Obligation to notify each recipient of personal data (request for rectification of data, erasure of data or restriction of processing of data).
    • Right to data portability: Obligation to make data available in structured, commonly used and machine-readable formats. Transmission of data to another controller without hindrance.

Why should you care? Because there is a Financial risk: a fine up to €20 million or up to 4% of annual global turnover. There’s also an operational risk, for example the suspension of international data flows. A Reputational risk too, companies who suffer from data breaches see an important drop in turnover and the data protection compliance is becoming a sales argument. Then C-level jobs might be at risk, several CEOs/CIOs have been fired after massive data breaches.

Laurence, Senior Business Development Manager at blue2purple , talked about the impact of Ad Blockers in digital marketing. Their impact is concrete: according to Global Web Index statistics, 28% of Internet users in Europe have an Ad Blocker on their desktop. Indeed, the motivations to install an Ad Blocker are real for the user: save data, page loading faster… We noticed that young people are the largest group of users of ad blockers. The industry estimates a net loss of $41.4B due to its use in 2016, which is twice more than in 2015.

adblock_facts

However, at blue2purple we have different strategies to limit this impact: creating native ads, called « user-friendly », using remarketing to offer internet users a better experience with our advertisers (less intrusive, not to the point offers) and transformation of big data in smart data, we hope to encourage people that aren’t using ad blockers yet, to stay this way and maybe why not, convince ad block users to stop using them.

The Good News about Ad Blockers:

  • Mobile Ad Blockers Don’t Affect Desktop Campaigns
  • Mobile Ad Blockers Don’t Affect Apps
  • Mobile ad blocking is not as dramatic as desktop
  • Hasn’t penetrated through all the layers of the population

“Ad blocking is not the end of our industry. It’s simply an evolution point.”

Finally it’s Karima’s & Lisa’s turn, also from blue2purple. Karima, Senior Account Executive, talks about the importance of setting up a Brand campaign in order to have a good digital marketing strategy. If you stop your Brand campaign, you might lose up till 44% of visitors on your website and 50% of conversions. Here is why you should definitely be bidding on your brand:

  • You launched a new website/have a new brand
  • Control your messages with Real-time adaptation of sitelinks and ads, put specific promotions forward, USP representation…
  • Push negative stories below the fold
  • Don’t let competitors steal your potential clients

Lisa, Senior Account Executive, speaks about how & why it’s important to link AdWords data with Facebook Ads.

Connect with people who’ve shown interest for your company, boost your sales and increase your notoriety. With Facebook, you can engage young people and convert them into buyers. As Lisa demonstrated with the example of Europe Assistance, a Facebook campaign allows increasing your conversion rate and decreasing its cost.

Concretely: You can double your conversion rate by adding only 10% budget investment to your generic campaigns.

Remember that: Combining data makes for qualitative campaigns which perform even better in terms of conversion to buyers and are more cost efficient.

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We hope you enjoyed this recap.

Do not hesitate to reach out to us if you need any more information.

Talk to you soon!

Reporting by Thibault Nelkin & Flore Dubuc.

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Les Bumper Ads prennent leur envol en Belgique

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L’agence media digitale blue2purple, a misé sur les Bumper Ads, le tout nouveau format développé par Google, pour dynamiser le brand awareness de Brussels Airlines. C’est la première campagne lancée en Belgique mettant en œuvre ces nouvelles vidéos publicitaires diffusées sur YouTube.

Ces spots très courts, de 6 secondes, sont parfaitement adaptés aux appareils mobiles qui sont utilisés intensément par un large public pour visionner ses vidéos préférées. blue2purple confirme son statut de précurseur et vient bousculer les habitudes du marketing digital au bénéfice des annonceurs, dont Brussels Airlines.

 

 

Fidèle à sa réputation, Google innove en permanence. Le nouveau-né de la famille de Moutain View se prénomme « Bumper Ads ». Ce nouveau format de spot publicitaire de 6 secondes sur YouTube, qu’il est impossible d’écourter, est particulièrement adapté aux différents appareils mobiles. Il permet de transmettre un message clair et concis qui touche la cible adéquate. Lors du développement des Bumper Ads, Google a particulièrement pensé à la génération Y qui consomme davantage de médias sur des supports mobiles, comme l’explique Denis De Groote, Directeur de l’Agence Google en Belgique :

« Bumper Ads atteint une portée maximale grâce à un CPM efficace et une fréquence très élevée. C’est ce qui lui permet d’accroître la notoriété d’une marque »

L’excellent ciblage que permet le format « Bumper Ads » sur un public de plus en plus « mobile » a donné des ailes à Brussels Airlines, la première entreprise à avoir tenté l’aventure comme l’explique Heidi De Cloet, Online Marketing Manager :

« Brussels Airlines a pour ambition de devenir le transporteur aérien le plus proche des voyageurs et de rassembler les gens afin que voyager soit un plaisir. C’est pourquoi, il est primordial pour nous d’atteindre les bonnes personnes, au bon moment avec le bon message. Le Bumper Ads semble être le format idéal et complémentaire au plan traditionnel »

Il ne manquait plus qu’un chef d’orchestre pour mettre en musique la campagne de Brussels Airlines. Mais ne s’improvise pas maestro qui veut. Partenaire de Google sur plusieurs technologies déjà, blue2purple a eu l’opportunité de participer à la phase « beta » de ce nouveau format sur YouTube. Une notion de partenariat sur laquelle insiste, Denis De Groote, Directeur de l’Agence Google en Belgique :

« Nous collaborons étroitement avec blue2purple afin d’identifier des opportunités pour les annonceurs et tirer le meilleur parti des produits de Google »

Disposant de la maîtrise de ce nouveau format, blue2purple a mis en œuvre, durant la dernière semaine du mois de mai, une campagne Bumper Ads pour le compte de Brussels Airlines.

Selon Gaëtan Godart, Client Service Director chez blue2purple :

« Surfant sur la vague d’une consommation toujours croissante de vidéos sur des supports mobiles, le format « Bumper ads » permet de rappeler ou accentuer un message faisant partie d’une campagne média plus large. En outre, il présente l’avantage d’un coût budgétaire maîtrisé, grâce à un CPM (coût pour mille impressions) 50% moins élevé que le CPM d’une campagne YouTube Trueview Classique. »

Que sont les Bumper Ads?

Les Bumper Ads sont des spots de 06 secondes que l’on ne peut pas zapper,  achetés via AdWords qui sont conçus pour optimiser l’impact de prise de conscience. Ce sont les moins chers de nos formats vidéo CPM. Ils sont optimisés afin  d’atteindre le plus grand nombre en permettant à ceux-ci d’être diffusés plus fréquemment que n’importe quel autre format de vidéo – particulièrement sur mobile.

Les Bumpers sont destinés à complémenter nos produits vidéos phares, tels les formats TrueView ad.  Utilisez TrueView pour raconter l’histoire de votre marque et les Bumpers pour renforcer votre message et partager une idée simple et rapide. TrueView est l’équivalent d’un appel téléphonique et les Bumpers celui d’un SMS.

En revanche, les Bumper Ads représentent une offre supérieure aux pubs vidéo : 15/20 (autrefois connues comme standard in-stream). Avec une meilleur audience, moins de CPM, la mesure du Brand Lift et un inventaire additionnel les Bumpers sont aussi bien attractifs pour les publicitaires que les utilisateurs.

by Thibault Nelkin 

Bumperadvertenties primeur in België

 

Het Digital Media Agency blue2purple zet in op bumperadvertenties, het splinternieuwe formaat van Google, om de merkbekendheid van Brussels Airlines te vergroten. Het is de eerste campagne in België die werkt met de nieuwe reclamefilmpjes die te zien zijn op YouTube.

Deze zeer korte spots van niet meer dan 6 seconden zijn perfect aangepast aan de mobiele toestellen die een breed publiek zeer intensief gebruikt om zijn favoriete video’s te bekijken. blue2purple bevestigt daarmee zijn statuut van innovator en brengt de gewoonten op het vlak van digitale marketing aan het wankelen ten voordele van de adverteerders, onder wie ook Brussels Airlines.

 

 

Trouw aan haar reputatie blijft Google maar vernieuwen. De nieuwe telg in de familie van Mountain View zijn de bumperadvertenties. Dit nieuwe formaat van reclamespot van 6 seconden op YouTube, die onmogelijk kan worden afgebroken, is perfect aangepast aan de verschillende mobiele toestellen. Het laat toe een heldere en beknopte boodschap door te geven die de passende doelgroep bereikt. Bij het ontwikkelen van bumperadvertenties had Google inzonderheid de generatie Y voor ogen, die meer reclame consumeert op mobiele dragers. Head of Agency Google België Denis De Groote verklaart:

Bumperadvertenties hebben een maximaal bereik dankzij een efficiënte CPM en een zeer hoge frequentie. Op die manier slagen ze erin de bekendheid van een merk te vergroten.

De uitstekende targeting, dankzij het formaat van de bumperadvertenties, ten aanzien van een steeds “mobieler” publiek, heeft Brussels Airlines vleugels gegeven. De maatschappij is immers de eerste onderneming die zich aan het avontuur heeft gewaagd, legt Heidi De Cloet Online Marketing Manager bij Brussels Airlines uit:

Brussels Airlines wil de meest persoonlijke luchtvaartmaatschappij zijn, mensen samenbrengen en van reizen weer een plezier maken. Daarom is het voor ons ook belangrijk om met de juiste boodschap de juiste persoon op het juiste moment te bereiken. Hiervoor lijkt het formaat ‘bumper ads’ ideaal en complementair met het traditionele mediaplan.

Het ontbrak enkel nog aan een dirigent om de campagne van Brussels Airlines op muziek te zetten. Niet iedereen is echter als maestro geboren. blue2purple, dat al een partner van Google is in verschillende technologieën, kreeg de kans deel te nemen aan de “bètafase” van dit nieuwe formaat op YouTube. Denis De Groote, Head of Agency Google België legt de nadruk op het doel van het partnerschap:

We werken nauw samen met blue2purple om kansen voor de adverteerders te identificeren en het beste te halen uit de Google-producten.

Tijdens de laatste week van de maand mei heeft blue2purple, dat het nieuwe formaat beheerst, voor Brussels Airlines een campagne met bumperadvertenties gevoerd.

Gaëtan Godart, Client Service Director bij blue2purple, verklaart:

Surfend op het succes van de steeds groeiende videoconsumptie op mobiele devices laat het format van een « Bumper Ad » toe een boodschap die deel uitmaakt van een grotere mediacampagne te herhalen of te beklemtonen. Daarnaast is er het voordeel dat het een gecontrolleerde budgettaire kost is dankzij een CPM (kost per duizend vertoningen) die 50% lager ligt dan de CPM van een klassieke YouTube Trueview.

Wat zijn bumperadvertenties?

Bumperadvertenties zijn een lichtgewicht, 6 seconden durende in-stream reclamespot die niet kan worden afgebroken; de spot wordt gekocht via AdWords en is zodanig ontworpen om de bekendheid en het bereik te vergroten. Het is ons goedkoopste CPM videoformaat en wordt geoptimaliseerd om het grootste bereik te hebben daar het meer dan eender welk ander videoformaat mag worden uitgezonden – meer bepaald op mobiele toestellen.

Bumperadvertenties vormen een aanvulling op ons belangrijkste videoproduct, TrueView-advertentieformaten. Gebruik TrueView om het verhaal van je merk te vertellen, en gebruik de bumperadvertenties om de boodschap kracht bij te zetten of een kort eenvoudig idee te delen. TrueView is een telefoongesprek, bumperadvertenties zijn een tekstbericht.

Omgekeerd zijn bumperadvertenties een superieur aanbod in vergelijking met 15/20 videoadvertenties (voorheen bekend als standaard in-stream in the auction). Met een beter bereik, een lagere CPM, meting van de merkimpact en een bijkomende inventaris zijn bumperadvertenties aantrekkelijk voor zowel adverteerders als gebruikers.

by Thibault Nelkin

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