Analytics Advocate @GoogleAnalytics @AdamSinger Decks... · Analytics Advocate, Google Blogger,...
Transcript of Analytics Advocate @GoogleAnalytics @AdamSinger Decks... · Analytics Advocate, Google Blogger,...
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People, Process, PlatformA simple way to think about your digital analytics practice
@AdamSinger
Analytics Advocate @GoogleAnalytics
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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
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(Many) marketers stress about data
@AdamSinger / @GoogleAnalytics
But you shouldn’t. Using it is fun, creative and improves results.
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People
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90 / 10
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■ 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.
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You’re gonna have a bad time.
If you think software will solve all your problems
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Must-have Business Acumen
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Must-have Nerd Skills
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PhD not required!
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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?
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Time
Get external help while building team
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Process
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Winning process ….vs notBrand A
Brand B
@AdamSinger / @GoogleAnalytics
<-omg we need to duplicate this!
<-wtf
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I told you...
I take data from one spreadsheet and put it in another spreadsheet.
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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
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If you did nothing else ...
Macro conversions
Micro conversions
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Create a process for data requests
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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?
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Why not use a form?
Data Request
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Education: teach everyone how to use data
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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
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Create best practices & theory training docs
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Ask for input & evangelize the process
Sample roadmap: http://krsta.me/testroadmap
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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
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– 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
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Platform
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Collect data from multiple data sources
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Our data sources are rapidly increasing
Owned Data Rented Data
Website dataMobile app dataAdvertising data
CRM
Audience dataSocial data
Other 3rd party
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GA collects lots of data...Demographics
Behavior
Technology
Incoming Sources AdWords
Site Content Site Search
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...but (until now) not everything
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Do sales for beach vacations increase on rainy days?
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Data Import
Types of data: user, campaign, content, product, refund, cost, custom.
@AdamSinger / @GoogleAnalytics
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Segment based on weather!
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Universal Analytics: connect the dots on multiple touch-points
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Across Screens - Sequential Screening
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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?
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Across Screens - Sequential Screening
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Across Channels - Data-Driven (Premium)
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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.
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# 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.
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www
Mobile is Spurring New Types of Conversions
Click-to-Call
In-storeFrom Apps
Cross device
On mobile web
The Full Value of Mobile
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APIs for data Extract & Interoperability
Reporting tools Marketing tools PersonalizationAnalysis tools
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Take your GA data to go via API
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Use apps to beautiful your data via “easy button”
https://create.visual.ly/graphic/google-analytics
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Connectors let you easily put data into viz apps
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Share custom dashboards, segments, reports
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We’ve done the work for you in the Solutions Gallery
https://www.google.com/analytics/gallery/
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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