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Google Confidential and Proprietary Google Confidential and Proprietary
People, Process, PlatformA simple way to think about your digital analytics practice
@AdamSinger
Analytics Advocate @GoogleAnalytics
Google Confidential and Proprietary Google Confidential and Proprietary
Who is @AdamSinger / why are you listening to me?
@AdamSinger / @GoogleAnalytics
● Analytics Advocate, Google● Blogger, TheFutureBuzz.com, Analytics Columnist, ClickZ● Previous role: Digital Director, agency-side
Tweet questions to @AdamSinger
Google Confidential and Proprietary Google Confidential and Proprietary
(Many) marketers stress about data
@AdamSinger / @GoogleAnalytics
But you shouldn’t. Using it is fun, creative and improves results.
Google Confidential and Proprietary Google Confidential and Proprietary
Google Confidential and Proprietary Google Confidential and Proprietary
People
Google Confidential and Proprietary Google Confidential and Proprietary
90 / 10
Google Confidential and Proprietary Google Confidential and Proprietary
■ Our Goal: Highest value from Web Analytics implementation.
■ Cost of analytics tool & vendor professional services: $ 10.
■ Required investment in "intelligent resources/analysts": $ 90.
■ Bottom-line for Magnificent Success: It’s the people.
Google Confidential and Proprietary 8Google Confidential and Proprietary 8
You’re gonna have a bad time.
If you think software will solve all your problems
Google Confidential and Proprietary Google Confidential and Proprietary
Must-have Business Acumen
Google Confidential and Proprietary Google Confidential and Proprietary
Must-have Nerd Skills
Google Confidential and Proprietary Google Confidential and Proprietary
PhD not required!
Google Confidential and Proprietary Google Confidential and Proprietary
3 sample questions to ask new team member
1. We have several (varying) groups that need access to analytics insights. How would you efficiently get them all what they need?
2. How do you see a breakdown of time spent on analytics between data capture, reporting, and analysis?
3. How do you plan to be data-driven in improving your digital marketing efforts?
Google Confidential and Proprietary Google Confidential and Proprietary
Time
Get external help while building team
Google Confidential and Proprietary Google Confidential and Proprietary
Process
Google Confidential and Proprietary Google Confidential and Proprietary
Winning process ….vs notBrand A
Brand B
@AdamSinger / @GoogleAnalytics
<-omg we need to duplicate this!
<-wtf
Google Confidential and Proprietary 16Google Confidential and Proprietary 16
I told you...
I take data from one spreadsheet and put it in another spreadsheet.
Collect what matters
Measure the things you care about • User logged in to access achievements• User moved up from Level 1 to Level 2
Events
Transactions
Custom Dimensions
Use transactions to send monetary data• User bought a new skin for a champion• User bought additional lives for
their character
Custom Data• Achievements
Google Confidential and Proprietary
If you did nothing else ...
Macro conversions
Micro conversions
Google Confidential and Proprietary Google Confidential and Proprietary
Create a process for data requests
data-request@company.com
Google Confidential and Proprietary Google Confidential and Proprietary
Essential Information when Requesting Data•What data do you need?•What format?•When do you need it?•Is this a one-time request or recurring request?
Google Confidential and Proprietary Google Confidential and Proprietary
Why not use a form?
Data Request
Google Confidential and Proprietary Google Confidential and Proprietary
Education: teach everyone how to use data
Google Confidential and Proprietary Google Confidential and Proprietary Click to enter source
Digital insights are beneficial to the entire organizationExecutives: View the contribution of the web to the bottom line
Business Intelligence: Gain deep customer insights by analyzing behavioral trends
Marketers: Understand how all digital media channels interact with each other before a conversion
Webmasters: Show the value of infrastructure improvements like site load speed and browser type compatibility
Product Designers/Devs: Test feature/benefit messaging to see what customers want
Customer Service: Reduce call center volume by improving online support
Google Confidential and Proprietary Google Confidential and Proprietary
Create best practices & theory training docs
Google Confidential and Proprietary Google Confidential and Proprietary
Ask for input & evangelize the process
Sample roadmap: http://krsta.me/testroadmap
Google Confidential and Proprietary Google Confidential and Proprietary
Culture shift is an ongoing process– Doesn’t happen overnight… but can
start with 1 big win– Keep the momentum– Bring everyone along: Marketers, Sales,
Devs, Eng, Execs• Reach across groups/teams for test
ideation & input• Consider a ‘roadshow’ of big wins to
different groups/stakeholders
Google Confidential and Proprietary Google Confidential and Proprietary
– Make a deck! • Executive summary• Test design: traffic %, confidence, time period, variation
screenshots• Results
– Get it in front of all relevant stakeholders. Schedule a review meeting. – Keep your results in a widely accessible place (ex. tab within roadmap)
Share your results & teach others to
Google Confidential and Proprietary Google Confidential and Proprietary
Platform
Google Confidential and Proprietary Google Confidential and Proprietary
Collect data from multiple data sources
Google Confidential and Proprietary Google Confidential and Proprietary
Our data sources are rapidly increasing
Owned Data Rented Data
Website dataMobile app dataAdvertising data
CRM
Audience dataSocial data
Other 3rd party
Google Confidential and Proprietary Google Confidential and Proprietary
GA collects lots of data...Demographics
Behavior
Technology
Incoming Sources AdWords
Site Content Site Search
Google Confidential and Proprietary Google Confidential and Proprietary
...but (until now) not everything
Google Confidential and Proprietary Google Confidential and Proprietary
Do sales for beach vacations increase on rainy days?
Google Confidential and Proprietary Google Confidential and Proprietary
Data Import
Types of data: user, campaign, content, product, refund, cost, custom.
@AdamSinger / @GoogleAnalytics
Google Confidential and Proprietary Google Confidential and Proprietary
Segment based on weather!
@AdamSinger / @GoogleAnalytics
Google Confidential and Proprietary Google Confidential and Proprietary
Universal Analytics: connect the dots on multiple touch-points
Google Confidential and Proprietary Google Confidential and Proprietary
Across Screens - Sequential Screening
Google Confidential and Proprietary Google Confidential and Proprietary
Across Screens - Questions
How much of last season’s flight bookings on
desktop originated from a mobile or tablet search?
What is the total value across multiple touch-points of an acquired user?
Is there a big overlap of my mobile and desktop user base?
Google Confidential and Proprietary Google Confidential and Proprietary
Across Screens - Sequential Screening
Google Confidential and Proprietary Google Confidential and Proprietary
Across Channels - Data-Driven (Premium)
We check our devices ~150x / day
according to Kleiner Perkins Caufield & Byers’s annual Internet Trends report.according to Kleiner Perkins Caufield & Byers’s annual Internet Trends report.
according to Kleiner Perkins Caufield & Byers’s annual Internet Trends report.
# of devices/time online rapidly increasing
according to Kleiner Perkins Caufield & Byers’s annual Internet Trends report.according to Kleiner Perkins Caufield & Byers’s annual Internet Trends report.
according to Kleiner Perkins Caufield & Byers’s annual Internet Trends report.
Google Confidential and Proprietary
www
Mobile is Spurring New Types of Conversions
Click-to-Call
In-storeFrom Apps
Cross device
On mobile web
The Full Value of Mobile
Google Confidential and Proprietary Google Confidential and Proprietary
APIs for data Extract & Interoperability
Reporting tools Marketing tools PersonalizationAnalysis tools
Google Confidential and Proprietary Google Confidential and Proprietary Click to enter source
Take your GA data to go via API
Google Confidential and Proprietary Google Confidential and Proprietary Click to enter source
Use apps to beautiful your data via “easy button”
https://create.visual.ly/graphic/google-analytics
Google Confidential and Proprietary Google Confidential and Proprietary Click to enter source
Connectors let you easily put data into viz apps
Google Confidential and Proprietary Google Confidential and Proprietary @AdamSinger / @GoogleAnalytics
Share custom dashboards, segments, reports
Google Confidential and Proprietary Google Confidential and Proprietary Click to enter source
We’ve done the work for you in the Solutions Gallery
https://www.google.com/analytics/gallery/
Google Confidential and Proprietary Google Confidential and Proprietary
Google Confidential and Proprietary Google Confidential and Proprietary
Thank You! ….Additional Resources:Blogs
● Official GA blog: analytics.blogspot.com
Dashboards / custom reports / advanced segments● google.com/analytics/gallery/
Take our MOOC! (free, on-demand)● analyticsacademy.withgoogle.com
Questions anytime:● @AdamSinger
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