Let’s Welcome Google Optimize 360!

Google has finally released its A/B testing tool, Optimize 360. We think this is great news, but you might be wondering why. There are already several other tools that can get the job done. And that’s true. But if you’re using Google Analytics (or even Google Analytics Premium, which is now called Analytics 360), you can now get even more out of your current analytics tool.


Let us take a look at what Optimize 360 offers.

Better Analytics When Comparing the Same Data

Analyzing your Optimize experiments happens directly in your analytics tool, which means that you never need to compare apples and pears; instead you are looking at the same numbers as in the test reports and do not need to spend time thinking about why your testing tool and your analytics tool are reporting different things. For example, if you have a view in Google Analytics where you filter out internal visitors, they will not be included in the test evaluation either.
Analytics 360

Increased and Simplified Segmentation

But it’s not just because Optimize 360 simplifies analytics that we want to work with it. We’re also looking forward to using our existing segments in Google Analytics to set up tests and start personalizing the experience for our visitors. We all know that what makes one target audience happy might not be at all appropriate for another target group, so instead of working with additional personalization tools, we can now use our Analytics segments for this.

Up until now, it’s been tricky to segment the target audience included in the test by using Google Analytics segments. Previous tools have had built-in support for the more basic target audiences, such as new and returning visitors, but now we can finally test specific segments of visits, such as whether visitors are coming from a specific campaign and are visiting the website for a third time and residing in Stockholm. We can even use metadata from custom dimensions to build these groups.

Say that you have data about which type of customer group your visitor belongs to, if she is a big spender or a more price-conscious individual. Instead of creating a website that appeals to everyone, we can now test what appeals to the different groups and adjust the messaging we aim toward them. Or, as an example, if you have data about when a customer first became a member and you know that customers on average churn after six months, you can then create tests to craft the perfect message in month five to retain them as customers.

The list of possible tests we can now run is endless and very exciting. Have you ever wondered what impacts your website’s conversion and why a test you ran never obtained a significant result? You might have been on to something, but it only suited a certain segment of visitors. The problem was that you tested your theory on all visitors. Now you can find a perfect balance.

Easy-to-Navigate Interface

In addition to everything mentioned above, we are grateful that Google has put an extra bit of focus on developing the interface so that even people without web development experience can use it and that they considered the feedback we provided.

Google aims to provide an extra intuitive tool, where people without programming experience easily can understand how the code is generated. These smart breadcrumbs let, for example, users keep track of how the HTML hierarchy looks for each selected element.

Previously Google’s testing tools (Google Website Optimizer and Content Experiments in Google Analytics) have not been able to offer a WYSIWYG interface at all, so there’s a clear improvement right there!

Geo Targeting

It’s even easy to specify geo targeting – no really, it is extremely easy. See here:


So, Here’s a Summary of the Benefits of Optimize 360:

  • It reports the same data as Google Analytics.
  • Streamlined geo targeting.
  • We can use our Audience Lists to direct tests at and change the experience for visitors.
  • Metadata in the form of Custom Dimensions becomes unbelievably powerful.
  • Tests that can use information in the data layer in Google Tag Manager.

– A little step for mankind, a big step for analytics!

Outfox is a reseller of the Google Analytics 360 Suite and, of course, Optimize 360.

Contact us for more information!

Why Lead Generation Should Be Integrated with Google Analytics

We caught up with Jaakko Paalanen of Leadfeeder to discuss lead generation. Read our questions and his answers below.

There are a number of lead generation/identification services such as Enecto WebLeads, Apsis Lead, etc. What makes Leadfeeder unique?

Jaakko: First of all our Google Analytics connection allows you to install Leadfeeder in couple of seconds. We then backload the data from 30-days, filter out ISPs (internet service providers) and bring you automatically a list of real companies and their behaviour. Backloading data is not possible for tools which require installing a tracking script, and almost all of our competitors do it that way. Also our data updates from Google Analytics every hour, so it’s almost in real time.

Our Leadfeeder software has learned over time to filter out ISPs and so on, giving more valid data around the world compared to other GA-connectors, and it’s getting better every day.

Our custom feeds allows you to create easily lists, e.g. companies who visited “from Finland”, went to our “/pricing page”, spent over “2 minutes” in our site and are from “marketing & advertising industry”. That as an example gives you an idea how you can easily create different lead feeds and send them to your email or CRM. It’s very fast and the user interface gains every day good feedback of its’ simplicity.

You have chosen to integrate tightly with Google Analytics. Can you explain why you made that choice and how it makes for a better solution?

Jaakko: Google Analytics is scalable for different companies as you don’t have to add any more scripts to your website. Also we have good relationship to Google Analytics team which made us sure this is the right thing to do. Over 53% of companies worldwide use Google Analytics, which makes it scalable and easy to setup. With Google Analytics connection we also allow sales and marketing people to work more closely together, for better leads, and for better sales.

Can you tell us anything about your plans for future additions to Leadfeeder?

Jaakko: This year next steps are more integrations. MailChimp integration should be ready in 1-2 months. After that if you send a newsletter out and somebody clicks from there to visit your site, you can see the visitor on individual level, e.g. nils.holgersson@leadfeeder.com 12th Feb 12:00:00 visited leadfeeder.com -> /pricing -> /blog -> /blog/leadgeneration and so on.

Other updates this year include Zoho, Salesforce and MSDynamics CRM-integrations. Mobile application is coming up too, to get your leads to your pocket as you go!

Towards the end of this year we are focusing on creating Leadfeeder to become bigger Account Based Sales tool, as we call it. We integrate different CRMs, email marketing softwares and other tools to harness sales and marketing people with more relevant data and possibilities, focusing on sales people’s needs.

What would you say is the most common mistake in lead generation?

Jaakko: It’s definitely the quality of leads. Marketing can push all kinds of “leads” to sales people, but what really is a lead? A lead in my opinion is a qualified prospect, who has shown an interest already. Qualified, so that we have enough information of the prospect, and interest, so that they have visited e.g. some product page several times during last two weeks. It’s an instant signal to a sales person that there’s a need that has to be filled.

Happy Holidays!

God Jul!

Merry Analyzing and Happy New Insights!

This year we’re celebrating by making a donation to UNHCR in Sweden.

In the illustration, made by Ola Skogäng, you can see the Outfox office (it’s the floor where the lights are on.)

Outfox + Optimizely

Last Friday Outfox went to Amsterdam to participate in a gathering for Optimizely’s partners. The meeting was successful in raising ideas on how to improve Optimizely to better help both end customers and partners developing the tool.

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Outfox Now Serves Award-Winning, Sustainable Coffee

Outfox is happy to be the first employer to sign a contract with Drop Coffee Roasters to offer high-quality coffee to its employees. It’s the coffee preferred by consumers with high demands and by chefs like Mathias Dahlgren. If you are a client of Outfox, or interested in becoming one, you’re also welcome to come by for a cup of really good coffee. If you like it, we’ll even give you a refill to go. We’re currently serving Wote and Mugaya. Yes, we have a barista too. Our analysts have many skills.

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Daniel Waisberg, Google, to speak at Google Analytics Conference in Stockholm

Daniel Waisberg is joining Sagnik Nandy as the second speaker from Google at the Google Analytics Conference in Stockholm, August 26, 2015.

Daniel is known for being an analytics advocate at Google as well as founder and editor of Online Behavior, a website about marketing measurement and optimization. He recently wrote the book Google Analytics Integrations.

At the recent, annual, Google Analytics Summit in San Francisco, Daniel had a fireside chat with Kerri Jacobs about the book. Almost everything said at the (invite only) conference was under a non-disclosure agreement. Outfox was there, and we enjoyed it a lot! While we can’t tell you about new features in Google Analytics right now, we hope you’ll get to hear about some of them directly from Google at our event in Stockholm in August. This year, the Stockholm conference will be held entirely in English.

Daniel Waisberg and Kerri Jacobs at the Google Analytics Summit in San Francisco 2015

Having said that almost everything was under NDA, Daniel’s talk about his book is available on his website, as the book is already public. If you want to read about the importance of data integration, and how to make it actionable, read the summary. Or even better, come to Google Analytics Conference in Stockholm, August 26, 2015, and ask Daniel your questions in person.

The contents of the book:
Google Analytics Integrations

Register

Don’t forget your Outfox discount
As an Outfox client you pay 2,990 SEK per ticket. Bring someone along and get an additional 500 SEK off per person. Just enter the code VIP Outfox in the comments field when registering.

Interview with Sagnik Nandy, Distinguished Engineer, Google

We are excited to announce that Sagnik Nandy is coming to Stockholm for the Google Analytics Conference, August 26, 2015. We decided to ask him a few questions about his work at Google, the direction Google Analytics is taking, and what he will be speaking about in Stockholm.

Can you explain why it’s important to understand the platform in order to understand the reports and the possibilities of Google Analytics?

RegisterI think understanding the platform provides two key advantages to using the tool:

1. It let’s you better understand how the “tool” you are using can be used and that let’s you use it to your fullest potential. Think of the platform as your programming language – the more you know it, the more you can use it to do awesome things and do them more elegantly.

2. It allows you to understand the nuances of the data and results you get back. The same question can be asked in slightly different ways and depending on the variation in which you ask you might be getting more insights and/or confidence in your results and the understanding of the platform aids that.

If you could change one thing about GA, what would it be?

Make it even more customizable. GA is very very powerful and already each user can make GA their very own experience. So on one hand you have small blogs with 10s of sessions using it to understand their traffic and on the other hand you have some of the biggest businesses in the World using it to optimize their revenue. I want us to invest more in how each of these use cases could make the product more customized for their perfect experiences even more seamlessly.

How does Google Analytics embody Accumulate, Analyze, Action?

We have been increasingly using these “3 As” as our driving philosophy to take the product forward. GA is fully focused in ensuring (i) you can gather all your marketing data easily and comprehensively in one place (ii) ask any questions/insights on this data and get back answers easily and (iii) use these answers to better your objectives and easily take actions.

What’s the nerdiest (a.k.a. best) use of GA you have seen?

Universal Analytics has lead to some really interesting use cases. There are quite a few – ranging from tracking coffee machines and correlating productivity to coffee consumption to tracking one’s pet dog – I think we have seen some really cool examples of how people can really leverage the UA platform.

Fire in the barn. You can only save one dimension, which one will it be?

How about I cheat a little and take Custom Dimensions? :) …and then use them to map all other dimensions to various custom dimensions!

Can you give us a little teaser about your upcoming presentation in Stockholm?

I hope to touch on two key topics that I am personally very passionate about – (i) Users and making the product increasingly user-centric and (ii) simplicity of use. Hopefully we will all have fun.

If you want to see Sagnik in action, check YouTube.

He’s not only very knowledgable in Google Analytics, but also a great actor and entertainer.


Sagnik Nandy is technical leader and manager of several Analytics and Reporting efforts in Google with a background in large scale distributed computing and data management and analysis. Hands on experience in building, scaling, deploying and managing several large scale systems used by millions of web sites around the world. Helped build and manage teams of 100+ engineers across multiple locations. Besides engineering and product, also actively involved in working with sales, marketing, support and clients.

Specialties: large scale distributed systems, web analytics, structured data analysis, query systems, online advertising and experimentation platforms.

Register

Don’t forget your Outfox discount
As an Outfox client you pay 2,990 SEK per ticket. Bring someone along and get an additional 500 SEK off per person. Just enter the code VIP Outfox in the comments field when registering.

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