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Reaktor Mannerheimintie 2 00100, Helsinki Finland
tel : +358 9 4152 0200 www.reaktor.com [email protected]
Confidential ©2015 Reaktor All r ights reser ved
MEANINGFUL DATA Avoiding Plug-and-Play Analytics
@SimoAhava | #ReaktorBreakpoint | 24 Sept 2015
Simo Ahava
Simo AhavaSenior Data Advocate, Reaktor
Simo AhavaSenior Data Advocate, Reaktor
Google Developer Expert, Google Analytics
Simo AhavaSenior Data Advocate, Reaktor
Google Developer Expert, Google AnalyticsBlogger, developer, www.simoahava.com
Simo AhavaSenior Data Advocate, Reaktor
Google Developer Expert, Google AnalyticsBlogger, developer, www.simoahava.com
Twitter-er, @SimoAhava
Simo AhavaSenior Data Advocate, Reaktor
Google Developer Expert, Google AnalyticsBlogger, developer, www.simoahava.com
Twitter-er, @SimoAhavaGoogle+:er, +SimoAhava
Plug-and-play Analytics
@SimoAhava from @ReaktorNow | #ReaktorBreakpoint | 24 Sept 2015
Plug-and-play AnalyticsData quality isn’t acquired — It’s earned.
@SimoAhava from @ReaktorNow | #ReaktorBreakpoint | 24 Sept 2015
Popular analytics platforms are designed for
9,352,458* different businesses.
* Author’s estimate, not an official figure
When adopting a platform, we are forced to
adopt its definitions as well.
Data quality is directly proportional to your
understanding of these definitions.
23.75 %
23.75 %Dear CMO, last month, the Conversion Rate on our site was…
…which is an uplift of 3.45% compared to the previous month!
2,342,566Dear CMO, last month, the number of sessions to our site was…
…which is an uplift of 3.45% compared to the previous month!
Digital Analytics Café 20-May-2015 | @SimoAhava
Google Analytics Session
Google Analytics Session
Group of interactions that takes place on a website
Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of they day…
Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of they day…
Or when acquisition campaign changes…
Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of they day…
Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…
Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of they day…
Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…
Or traffic is cross-domain, and cross-domain tracking is implemented…
Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of they day…
Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…
Or traffic is cross-domain, and cross-domain tracking is implemented… Unless it’s implemented incorrectly…
Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of they day…
Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…
Or traffic is cross-domain, and cross-domain tracking is implemented… Unless it’s implemented incorrectly… Which is likely since it’s so !#/%(“% difficult…
Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of they day…
Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…
Or traffic is cross-domain, and cross-domain tracking is implemented… Unless it’s implemented incorrectly… Which is likely since it’s so !#/%(“% difficult…
Unless you’re using Google Tag Manager…
Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of they day…
Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…
Or traffic is cross-domain, and cross-domain tracking is implemented… Unless it’s implemented incorrectly… Which is likely since it’s so !#/%(“% difficult…
Unless you’re using Google Tag Manager… Except if you’ve implemented THAT incorrectly…
Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of they day…
Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…
Or traffic is cross-domain, and cross-domain tracking is implemented… Unless it’s implemented incorrectly… Which is likely since it’s so !#/%(“% difficult…
Unless you’re using Google Tag Manager… Except if you’ve implemented THAT incorrectly…
There’s also the sessionControl parameter…
@SimoAhava from @ReaktorNow | #2015ac | 8–11
@SimoAhava from @ReaktorNow | #2015ac | 8–11
X
This has two major implications on how we collect, process, and
analyse the data.
Stay away from aggregate metrics.1
Stay away from aggregate metrics.Combine, segment,visualize, predict.1
All metrics and dimensions used by a platform subscribe to the definitions of said platform!
GPeC Summit 11-May-2015 | @SimoAhava
All metrics and dimensions used by a platform subscribe to the definitions of said platform!
GPeC Summit 11-May-2015 | @SimoAhava
Sessionization Schema
Plug-and-play metrics are session outcomes. Measure the funnels that produce them.2
Case: Content Engagement
@SimoAhava from @ReaktorNow | #ReaktorBreakpoint | 24 Sept 2015
Case: Content EngagementBounce Rate is not a KPI. Treat content as a product.
@SimoAhava from @ReaktorNow | #ReaktorBreakpoint | 24 Sept 2015
The problem of the bounce
Entrance Exit
Entrance Exit
Bounce is a single-interaction session.
We don’t know what they did.
We don’t know what they did.
We don’t know how long they stayed.
We don’t know what they did.
We don’t know how long they stayed.
We don’t know how much revenue they generated.
customize for meaningful data
We can tweak the metric.
We can tweak the metric.
30 sec
We can tweak the metric.
30 sec
We can tweak the metric.
But that’s just silly. Stop it.
30 sec
We can track scroll depth.
We can track scroll depth.
} { 'event' : 'scrollDepth', 'depth' : '33%' }
We can track scroll depth.
} { 'event' : 'scrollDepth', 'depth' : '33%' }
} { 'event' : 'scrollDepth', 'depth' : '66%' }
We can track scroll depth.
} { 'event' : 'scrollDepth', 'depth' : '33%' }
} { 'event' : 'scrollDepth', 'depth' : '66%' }
} { 'event' : 'scrollDepth', 'depth' : '100%' }
We can track scroll depth.
} { 'event' : 'scrollDepth', 'depth' : '33%' }
} { 'event' : 'scrollDepth', 'depth' : '66%' }
} { 'event' : 'scrollDepth', 'depth' : '100%' }
treat content as a product
Did not visit an article page
Did not scroll
Did not scroll past 1/3
Did not reach the end
Did not reach the end
treat content as a productwhy stop there?
READ MORE: http://goo.gl/wzR7v4
What’s the weather like?
READ MORE: http://goo.gl/wzR7v4
What’s the weather like?
READ MORE: http://goo.gl/jbxqEY
How much value is left in the cart?
Data is difficult
@SimoAhava from @ReaktorNow | #ReaktorBreakpoint | 24 Sept 2015
Data is difficultIt’s supposed to be.
@SimoAhava from @ReaktorNow | #ReaktorBreakpoint | 24 Sept 2015
Data quality is directly proportional to how well you understand the data
collection mechanism.
2,342,566Dear CMO, last month, the number of sessions to our site was…
…which is an uplift of 3.45% compared to the previous month!
Digital Analytics Café 20-May-2015 | @SimoAhava
Thank [email protected]
www.simoahava.com
Twitter: @SimoAhava
Google+: +SimoAhava
Data is difficult - http://goo.gl/QbKEUC
The Schema Conspiracy - http://goo.gl/kd0Nbh
Content As Ecommerce - http://goo.gl/nR5K95
Further reading: