Universal Analytics Business Applications

Thursday, April 18, 2013 | 12:00 PM

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The following is a guest post by the Analytics Team at Loves Data, a Google Analytics Certified Partner.

Universal Analytics introduces a new set of Google Analytics features allowing businesses to gain a deeper and more strategic understanding of what’s capturing the attention of customers as they move from online to offline. So how can Universal Analytics help businesses turn customer data into sales? We at Loves Data designed a simple experiment to find out.
Who drinks coffee? Who drinks tea? How much? How often? When? The answer to these questions reveal the role our espresso coffee machine and tea kettle play in productivity - and any need to order more tea or coffee! Take a look at our video to see what we learned.
Our experiment at Loves Data also measured how often and how much time team members spent standing in front of a display screen in the office viewing our website analytics.

Montage: Loves Data’s Universal Analytics office experiment will benefit businesses:

Experiment creates a new path to customers
Our team designed an experiment to dive into Universal Analytics by creating interactive scenarios inside our office. We integrated sensors and RFID readers to capture data about coffee and tea making behaviour in our office. We also measured each time the fridge was opened, when one of our team updated a support ticket, client hours were logged, code was committed, administrative tasks, and viewing of our Google Analytics dashboard display.
New Business Opportunities
Measuring users across platforms opens up new business opportunities. The RFID keys we’ve used in our experiments can be used to measure loyalty card usage. We can use Universal Analytics to enable retailers with bricks and mortar stores to measure customer behaviour and to improve and integrate online and offline sales and marketing.
Here are a few Universal Analytics opportunities we have identified at Loves Data for our clients:
  • Integrated measurement and analysis of in-store POS systems along with desktop and mobile e-commerce platforms
  • Measuring offline macro and micro conversions through physical buttons or integration with CRMs
  • Measuring physical interaction for example at display booths at conventions or artworks at major exhibitions through to online engagement on associated websites
Our office experiment provided ourselves and our clients with a range of valuable insights and showed that with Universal Analytics we can measure just about anything!
Posted by the Analytics Team at Loves Data, a Google Analytics Certified Partner. Learn more about Loves Data on their website, Google+ or check out their digital analytics and online marketing blog.