3 Retail Analytics Hacks for Universal Analytics - Measurecamp

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Ml &Vrdistning1

3 retail hacks for UniversalAnalytics

Agenda2Geo-location tracking

Offline data into Universal Analytics

Weather data to the next level


Ml &Vrdistning3


Geo-Location Analytics4Et ikke fleksibelt setup, hvor enkle ndringer var meget tidskrvendea

P grund af begrnset viden hos udviklerne var der meget dialog frem og tilbage

Udrulning af ndringer kunne tager mneder

Mange partner involveret i mling p kampagner

Shopping center locationCurrent radius200 kmNew radius400 Km


The challenge and the ambition5Main target is to get customers to travel further when they go shopping

Reach more customers and inform them about promotions and sales events

Today the local advertising isnt streamlined and the effect is not measurable


The Solution6Make it possible to measure the distance from the local shopping center for each user that visits the homepage

Divide the distance into radius zones0-200 km200-400 km400-600 km+600 km

Each visitor is placed into one of the above segments


Solution7Create a custom dimension in Universal Analytics called Visitor distance

When a user visits the homepage, the distance from the shopping center is detected using the Maxmind GEO2IP javascript web service

If the user is within 200 Km the value 0 - 200 Km is saved into the custom dimension Visitor distance



In Universal Analytics8


How can this data be used?9Identify how far away the typical customer lives

Identify the current reach for each shopping center

See the true value of local advertising



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Offline visitor data12The target is to get offline Shopping center visits into Universal Analytics

This would show if there is a correlation between offline store visits and online visits

Often visitors go to the website before they visit the shopping center


We want to be able to do this in UA!13


The challenge14Our client does not have hardware that can send live data to Universal Analytics

Often offline visitor numbers are delayed because of the system used

Raw data like the offline visitor numbers cant be uploaded into Universal analytics, so another solution is needed!


Dimension widening to the rescue!15


The solution16Each day an automated pageview is fired from our server with a custom dimension value key 25-03-2014

At the end of each week, the offline store visit numbers is uploaded into Universal Analytics using Data upload and winding to a custom metric

In that way we get offline store visits for each day into UA and can easy visualize if peaks in online traffic might correlate to offline store visits

Daily hitwith dimension

Offline visitnumberData upload


The solution Step by Step17Step 1Create a custom dimension called Offline visits key

Step 2Create a custom metrics called Offline visits

Step 3Create a solution that fires a hit each day with the custom dimension Offline visits key value set to todays date 25-04-2014

Step 4Create a data upload where the key is the custom dimension Offline visits key and widening to the custom metric Offline visits

Step 5When you have the offline visitor data, just upload it to the created data upload


In Universal Analytics18


The challenges

19Have to fire an automatic hit each day

Hits might get lost

Might be easier to just do it in EXCEL

The possibilities

Other numbers can be uploaded like offline sales

What else?


Ml &Vrdistning20


Thanks Simo Ahava! 21



How weather data is used today22Each time a visitor visit the homepage, the Geo-location is used to get the current weather conditions

This way we can see in what weather conditions the users convert!


This is what we want23Our client sells garden products and sales is highly dependent of weather conditions

We want to get better insights about the pre-purchase research behavior

We think the weekend weather is very important for how much activity the website gets


This is what we want24



The solution25The current weather condition at the visitor location is saved into Universal Analytics using the a Maxmind web service and a Weather API (openweathermap.org)

On a user level we then saved the avg. temperature for the upcoming weekend using the forecast data in the Openweather API feed

Data is saved into a Custom dimension on session level0-1011-1617-2122-26+26



How can we use the data?26We get a better understanding about how the upcoming weekend weather affects how much the homepage is used for research

It will show if a upcoming warm weekend affects how well the visitors convert using find your dealer

This could be done outside Universal Analytics but..

Any ideas or feedback?


Feedback?Ideas?Is this crazy?27