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Video Transcript: I’ll talk very briefly about what’s coming next because basically it’s all changing. We had to go through those three hours to understand the bit that’s coming next. You are now in such a better place to understand how this data is going to be different when Google go the next step, which is this thing called Universal Analytics. Now I don’t know a whole lot about it. I haven’t signed that particular NDA with Google. I’m not on that list, I haven’t seen it yet.
Essentially, if I wrap it up in nutshell, everything we’ve looked at here has been tracking visits. Somebody came to the site. On this visit, on this session they did x,y and z. Where Analytics is going to move to is tracking visitors, not visits. So if somebody comes to my site three times, buys on the first one, buys on the third one, instead of that showing as three different visits that are completely unconnected at this point, it will show me if I want, this visitor came three times.
It’s not going to tell me anything about that visitor, it’s going to be completely anonymous. It’s going to tell me that visitor came three times and spent this much money. All sorts of fun things you might be able to then do with that, insights that’s going to give you.
I’m going to talk a lot this afternoon about remarketing. I’ll mention it at this point. There is a relatively new part of Analytics called Analytics Remarketing. I’ll explain this more this afternoon after I’ve told you what remarketing is for those who aren’t familiar. I might leave that until this afternoon.
This will change because you’ll now be able to say, tell me about the people who have spent more than $1000 on my website. If your average order sale is $100, then they might come in and spend $100 and $100 but those whales, those people who come back a lot and spend a lot of money with you, you really want to be treating those differently.
Another big change and it probably doesn’t affect too many in the room, is that you’ll now be able to tie offline things with online things a lot more. If you’re Woolies, someone scans their everyday rewards card. If you’ve tied that anonymously with an Analytics use and you’ve somehow matched up that those two anonymous things mean this is the same person. This everyday rewards card matches this person, who of course I don’t know who they are and how they used my website, there is massive amounts of big data going to come out of this. This is Google’s big data moment really.
If you’re Qantas, matching up that swipe of the card with how you use the site. I wish they would treat different people differently. If you’re not a frequent flyer, they probably need to use a little bit softer language. If you’re Platinum, you just want to go through the site, bang, bang, treat me differently. Don’t treat everybody the same.
I don’t know if there is an analogy that you can take there for your business. You want to be able to treat the people who are hyper responsive, the people who spend a lot of time with you, who buy a lot from you, if you can find a way to treat them differently from the average punter who comes in to your website, and this will probably be the point where this starts to happen, there’s probably a massive win there. I don’t know what that is yet for you but segmenting is the key whenever it comes to website analysis data.
It’s the same with your email. If you send the same EDM to 68,000 people, that’s never going to work as well as doing a little bit of recency, frequency and money analysis on your list and sending different emails to people who buy from you twice a month compared to the person who hasn’t bought for six months. It’s just basic database work.
So this will change. I don’t quite know how yet, but I wanted you to be aware of it because it is a big fundamental change in the way web analytics is going to track things.
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