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During the past months, we earned a lot of expertise in the channel attribution of each order: the model 40-20-40 helped a lot to not only reward the last touch point prepending a transaction, but also all the previous interactions our customers had with our products. I say channel attribution, but our model works also easily with the campaigns and the landing pages. Now, a new challenge is to attribute correctly the transactions to the different pages the customer interacted with.

Finally! Biguery released on December 2016 their hashed functions. This was a relief until we discovered that the only possible output codec was … BASE64 (This is how BYTES are represented in BQ). And yes, that was literally killing us as all our representations of these hashed were in hexadecimal! Our solution Of course there is no base conversion function integrated in BQ! So we found a way to create our own function, using BQ’s UDF (User Defined Functions), and we have to tell: it rocks!

Personalisation is about being fast and precise To a personalised experience With the help of CRM and Performance teams, we’re currently working on a way to identify customers, even if they’re not logged in and retrieve as fast as possible their profile (RFM, Beauty Tribe, Loyalty Tier, etc.). That’s why we need a Cheetah! A new cookie (yummy) When a user is logged in, a cookie is placed on their browser.

[UPDATE] Access to our properties After GA last release, now to access our properties, we have to click on the grey button, on the top right corner, and select the correct company: Our properties We split our web analytics as follow: All the website except TH and ID: Account: Sephora REG Property: Sephora REG View: Sephora REG Sephora ID: Account: Sephora ID Property: Sephora ID View: Sephora ID Sephora TH: Account: Sephora TH Property: Sephora TH View: Sephora TH Sephora Mobile Account: Sephora REG Property: Sephora REG View: Sephora Mobile All Google Analytics Web How to segment by country?

We are excited to introduce you to Spider : Our new segments integration Tool. Spider, fresh and continuous custom audiences Presentation Spider is our new automation tool for sending customer segments to different channels. Integration Channels Available (to be continued): Facebook - custom audiences Adwords - custom audiences Carnival - mobile push notifications One Signal - web push notifications Deltax - marketing platform Dynamic Yield S3 Sephora Google Cloud Storage All Automations Are Customizable : You can export all the segments you want You can define the update frequency You can breakdown per country You can choose many channels (within the available list) Why Automate My Segments Extraction?

Update: added model_40_20_40_landing_page table This article is following this previous article: Using alternative attribution models We’re now using the 40-20-40 attribution model, and to help your daily attribution calculations, we integrated 2 new tables in BigQuery: ga.model_40_20_40 ga.model_40_20_40_campaign ga.model_40_20_40_landing_page These tables are refreshed every day, and are representing the score to attribute to each channel (for the first table), to each campaign (for the 2nd table), and to each landing page (for the 3rd table) for each order.

Working with absolute values (like net revenues) can be good indicators, but they only depend on the context. If yesterday’s revenue was $ 1M: was it a good or a bad day? If the daily revenue is usually $ 455k, it was a pretty good one. On the opposite, if usually the revenue is around $ 3M, we definitely missed something yesterday! Knowing that, a good solution would be to manipulate relative numbers: yesterday’s revenue divided by the day before, or even better, yesterday’s revenue divided by an average of N previous days.

Aero team is relesing some new features to help tracking our marketing campaigns diffused on our mobile platforms. Tracking campaigns with Aero is always a question links… you know that! Which brings me to this question: Did you know that mobiles app “pages” also had links? If you create a campaign, and you need to redirect your customers to a particular page (ex www.sephora.sg/categories/makeup), it’s easy: You create a Landing Page on your Aero campaign page You Generate the link depending on the ad you’re working on So, mobile now!

Why / when do you need a Google account? Most of our platforms are requiring Google connect. Sometimes, it’s optional (Colors or Aero, you can use the Magic Links), and sometimes it’s compulsory (Delta). Anyway, having a Google account will save you a lot of time, whatever the platform you’re using. Do I have to have/create a Gmail account? No! A Gmail address is a Google Account, but we won’t grant @gmail.