Very often Marketers use Google Analytics for profiling their audience better – Age, Gender, Location, Affinities, Device, etc. Many a times these are used for marketing campaigns, when creating online media plans. However in the practical world we need to deal with data issues – cookies, multiple browsers in a single device, device sharing and page tag losses. These are likely to introduce errors in audience profiles.
Given effective audience targeting is a core element of Performance Marketing, how do we know for sure Google Analytics is close enough to getting this right? Here is a step by step approach to validating GA Audience data with the CRM data from Business.
Validating Google Analytics Audience Data1. Step 1: Open Google Analytics Reporting and go to Audience -> Demography -> Age 2. Choose your date range for the report
3. Choose Day wise report
2.This report gives you the entire acquisition data From Sessions to Transaction completion
3.Now segment this report using standard in-built segment – Sessions with Transactions
4.This report now gives you demography data for Visitors who had carried out transactions, by specific dates
5.Calculate the daily %ge share by age range – either in GA or download in Excel.
6.Now let’s compare this with the CRM system – where daily transactions by customer details are captured. It is possible to capture Customer Ages for a given date range from this system.
7.Here we can group transactions under different Customer Age range buckets – as shown
8.We can do a comparison of the GA report with the CRM report, keeping in mind the accuracy issues.
9.CRM could still have customer data not accurate – customer disclosure, bad data entry,e tc. However this is likely to be closer to truth than Google Analytics, which is primarily based on Cookies and Account Holder User disclosures
10.The variance tells us how reliable GA data points are – we can use this comparison technique for other attributes like City & Gender as well.
11.Doing this on a monthly basis will help us keep tabs on reliability of GA data – when we start using these inputs for media planning, campaign targeting and remarketing. As an analyst you will be basing your insights on data – when presenting these to marketing & sales folks in your organization – or with your clients.