In this whiteboard discussion of multi-channel analytics, John Marshall joins Avinash to discuss how to incorporate offline and online data together in a holistic analysis. This advanced video covers the nitty-gritty details on how to tie offline campaigns to online data, including how vanity URLs work, how to set up your analytics tool to segment by coupon code, and how to track phone calls. Analyze the many channels of advertisement your company uses to gain a thorough understanding of the effectiveness of your company's marketing efforts.
Length: 39 min.
You will learn to:
Show why you don't need perfect data for it to be actionable
Describe how small businesses can tie together online and offline data
Infer why it is important to have the same data structure online and off
Support how credit cards can be used as a primary key
Define why a vanity URL must redirect to a page that includes tracking parameters
Compare the effectiveness of directories or domains as vanity URLs
Get the skills you need to improve site performance and ROI direct
from the industry's leading thinkers: Avinash Kaushik, Google's
Analytics Evangelist, and John Marshall, inventor of the Overlay View.