Digital Event Service - Channel Attribution

A market-leading digital event planning and invitation service worked alongside Google and Analytics Pros to implement a customized data model leveraging Google Analytics Premium (now, Google Analytics 360). With additional integrations with BigQuery and DoubleClick for Publishers, the Client scaled their marketing strategy, tying their campaigns to measurable results, and using those insights to drive further action.

Challenge:
The Client needed to be able to see the full user experience, across their different domains and devices, while being able to fully attribute marketing channels to user conversions, defined as event creates. Analytics Pros built a data model leveraging user id tracking, and utilizing enhanced ecommerce to treat invitation templates as products for deeper insight into how users browse and choose their event invitations.

Solution:
Enhanced Ecommerce and User ID: Analytics Pros built a data model leveraging user id tracking, and utilizing enhanced ecommerce to treat invitation templates as products for deeper insight into how users browse and choose their event invitations.

BigQuery: We are able to access granular data in Big Query which can answer any complex business question. Because we are a Google shop and our infrastructure is already hosted in the Google Cloud Platform, BigQuery acts as a natural extension in a wheelhouse that already hosts various other machine generated data. We’re able to easily load necessary subsets of raw data into the company data Warehouse – Amazon Redshift for ad-hoc reporting/canned reporting and Analytics. Access to granular datasets with with proprietary foreign keys like user_ids, event_ids enable an incredible depth of analytics and answers to any imaginable business question.

Rollup Reporting: With the user of rollup reporting, Analytics Pros structured the Client’s GA account structure to best reflect their business model – separate properties for their web and mobile app teams, with a rollup property for best understanding cross-device behavior.