"Taming Advanced Analytics Implementations at EA Scale" - Electronic Arts, Digital Velocity 2015
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Transcript of "Taming Advanced Analytics Implementations at EA Scale" - Electronic Arts, Digital Velocity 2015
Taming Advanced AnalyticsImplementationsat EA Scale#DigitalVelocity15
Ani LopezMeasurement Strategist
@AniLopez
Pamplona
Barcelona
Vancouver
@AniLopez
• Former web developer / project manager / SEO
• Measurement strategist working for agencies or in -house
@AniLopez
• Aug 2013 Joined EA’s DI as Technical Solutions Architect
• Feb 2015 Full time employee as Measurement Strategist
DigitalIntelligenceTeam
EA’s LandscapeWhy analytics is so important to our business
Gaming industry was simpler way back
Transition from physical to digital distribution
Multi-platform
PCs Consoles
Mobile
Devices
Online
Multi-device game experience
Product publishing cycle has evolved
Revenue = (Units sold x Price) - (Production + Distribution + Marketing) Cost
1993
New monetization opportunities
Base Game FIFA + Ultimate Team
New monetization opportunities
New monetization opportunities
Freemium + in-game micro-transactions
Why analytics is so important to us
Attract
Engage
Convert
Retain
Advocate
• Measurement tools have become more sophisticated
• We can measure pretty much everything
• Do we have a more accurate picture?
• Not in the videogame industry
• Connecting the dots is challenging
• Analytics even more important!!!
EA ScaleWhat we deal with
What we deal with
+35 properties 1 e-commerce
New
+10 Production & Analysis teams
• Business Intelligence• CRM / DBs managers• Campaign Managers
• Producers• Programmers• QA engineers
• UX experts• Ops• Data Analysts
What we deal with
Programmers
+1,300 tags: Measurement, A/B Testing, Heat Mapping, Marketing
+5 Billion hits a month sent to GA via Tealium
Monday first hour
Wednesday noon
Friday late afternoon
ProjectsLet’s get to the meat of the matter
1. Migrate from SiteCatalyst to Google Analytics
2. Global Revenue Attribution Project
3. Migrate from Classic GA to Universal
4. House Cleaning
5. Customer Data Integration
6. Ongoing Standardization
7. Executing and Tracking Semantic SEO
1. Migrate from SiteCatalyst to GA Premium
Issues
• Poor adoption of the tool
• Complicated implementation
• Not flexible enough for our changing environment
• Very expensive
1. Migrate from SiteCatalyst to GA Premium
Solution
1. Migrate from SiteCatalyst to GA Premium
• Optimal adoption of the tool• Very flexible implementation• Remarkable amount of money saved
that we invested in brain power
ROI
1. Migrate from SiteCatalyst to Google Analytics
2. Global Revenue Attribution Project
3. Migrate from Classic GA to Universal
4. House Cleaning
5. Customer Data Integration
6. Ongoing Standardization
7. Executing and Tracking Semantic SEO
2. Global Revenue Attribution
SourceCampaignMedium
+35 websites 1 E-commerce
Issues
• GA accounts at franchise sites with no transactional data
• Origin GA account (e-commerce) with no original attribution
2. Global Revenue Attribution
Campaigns
GA AccountCampaign data
No revenue data
GA AccountNo campaign data
Revenue data
Solution
• Cross-domain tracking from franchise sites towards Origin
2. Global Revenue Attribution
SourceCampaignMedium Franchise GA tracker Franchise GA tracker
Origin GA tracker
Extended Session
Solution
• Cross-domain tracking from franchise sites towards Origin
2. Global Revenue Attribution
Campaign dataRevenue data
Campaign dataRevenue data
2. Global Revenue Attribution
• Much better analysis about whatincreases revenue & saves money
• No programmers required, all done via Tealium
ROI
1. Migrate from SiteCatalyst to Google Analytics
2. Global Revenue Attribution Project
3. Migrate from Classic GA to Universal
4. House Cleaning
5. Customer Data Integration
6. Ongoing Standardization
7. Executing and Tracking Semantic SEO
Scenario
• When we migrated from SiteCatalyst to GA, Universal was in beta
• Universal Analytics got out of beta April 2014
• Classic GA is not an option anymore, Universal is way better
Issues
• Large number of tags to replace
• Even larger amount of JavaScript code in extensions to review
• Legacy sketchy implementations
• Countless hours of QA
• “Non-Stop production” environment
3. Migrate from Classic GA to Universal
Solution
3. Migrate from Classic GA to Universal
And the patienceof a loving mother
3. Migrate from Classic GA to Universal
3. Migrate from Classic GA to Universal
• All the benefits of Universal Analytics• No programmers required
More money saved!!!
ROI
What I mean by “No programmers”
Before Tealium
• Digital Intelligence sent specifications to programmers
• They implement alongside their regular stuff (more workload)
• QA testing
• DI validated
This means
• Resistance
• Lots of back and forth
• Less time to test
• Higher risk of inconsistent data collection
What I mean by “No programmers”
With Tealium
• Programmers do their stuff at their own pace
• DI implements tracking
• DI + QA test
This means
• Earlier integration of tracking in the project
• Agile implementations
• Perfect data collection
• Everybody happy!!
• (Requires certain technical knowledge though)
1. Migrate from SiteCatalyst to Google Analytics
2. Global Revenue Attribution Project
3. Migrate from Classic GA to Universal
4. House Cleaning
5. Customer Data Integration
6. Ongoing Standardization
7. Executing and Tracking Semantic SEO
4. House Cleaning
Everything tends to chaos
After a year and a half
• Are all Tealium profiles active?
• What happens with the marketing tags when campaigns are over?
• Who has access to the tool and what level?
@tomomichu
4. House Cleaning
Solution
• Hired extra brain power for a short gig
• Audited all profiles and removed
orphaned tags, load rules, and data layers
• Reviewed / revoked user permissions
65 users now, very few publish to Prod
• Audited privacy practices and updating
profiles to meet compliance
• Developed governance and user guidelines
4. House Cleaning
• Less margin for errors• Tighter governance• Privacy policy enforcement• Money saved!!
ROI
1. Migrate from SiteCatalyst to Google Analytics
2. Global Revenue Attribution Project
3. Migrate from Classic GA to Universal
4. House Cleaning
5. Customer Data Integration
6. Ongoing Standardization
7. Executing and Tracking Semantic SEO
5. Customer Data Integration
“Full customer journey” but how do we get to know the customer*?
Stitching the pieces
• Before we know customer at a personal level
• When they register and give us their details
• Whether they buy or not
• In-game data. How, what, when they play
• Campaign evaluation
• Product quality / User satisfaction
5. Customer Data Integration
Solution
Encourage then to register
5. Customer Data Integration
Solution
Facilitate log-in
Automated cross properties
5. Customer Data Integration
In Tealium
• CRM makes it available on our properties after login
• It’s passed to Tealium’s Data Layer
• Mapped to tags that attach info to rest of data they collect
Outside Tealium
• Data exported from different tag vendors
• Data captured from other sources like
social media
• Warehoused / mix and match
• Better understanding ofcustomer cycle / ecosystem
• Increases revenue and saves money
ROI
5. Customer Data Integration
1. Migrate from SiteCatalyst to Google Analytics
2. Global Revenue Attribution Project
3. Migrate from Classic GA to Universal
4. House Cleaning
5. Customer Data Integration
6. Ongoing Standardization
7. Executing and Tracking Semantic SEO
6. Ongoing Standardization
Issues
• Entropy
We already know everything tends to chaos already
• Frantic production rhythm
There is never a good moment to come up with standards
• Teams change / technologies / business models evolve
There is never a unique standard
• Lack of buy-in from stakeholders
“Best” is often times trampled by circumstances or egos
6. Ongoing Standardization
Solution
• Learned from errors
• Introduced standardization during:
• Migration from Classic GA to Universal
• House cleaning
• Got decision makers involved, educated
and presented with evidence
6. Ongoing Standardization
What did we standardize?
• Best practices around implementing measurement strategies
• Code in extensions: GA function wrappers
• Naming conventions
• Tealium elements: Data Points, Load Rules, Tags, Extensions
• GA elements: Events, Custom Dimensions
• Less margin for errors• Easier deployments• All that saves money
ROI
5. Customer Data Integration
1. Migrate from SiteCatalyst to Google Analytics
2. Global Revenue Attribution Project
3. Migrate from Classic GA to Universal
4. House Cleaning
5. Customer Data Integration
6. Ongoing Standardization
7. Executing and Tracking Semantic SEO
7. Semantic SEO
What is got to do SEO and Tealium?
The EA Content Service is a flexible, API-driven mechanism that, in conjunction with
a model that defines different content types and elements, allows content to be
published on any platform and consumed on any device.
Aaron Bradley@aaranged
7. Semantic SEO
How we tell better to Search Engines what our site is all about?
They now read “JSON for Linking Data” or JSON -LD
7. Semantic SEO
Learn more > http://www.seoskeptic.com/json-ld-big-day-at-google/
EA Content Service
7. Semantic SEO
Consequence is “SERPs domination”
7. Semantic SEO
• More and better organic traffic• Deeper content analysis• Significant increases in revenue
ROI
Wrapping Up
How Tealium Helps
• Centralized control
Who does what and where (Dev, QA, Prod)
• Performance
Task separation, everyone focused on what they do best
• Agility
Ability to react quickly to last minute changes
• Scalability
Marketing campaigns growing across
products / properties / territories
What I’ve learned
• Taming chaos is your job
Don’t chicken out of it!
• Everything evolves including measurement strategies
Don’t panic, question everything and adapt
• No tool is perfect
But support and commitment should. Be demanding
• No tool, or set of them, is going to provide a 100%
complete vision of the customer journey
• No tool is going to solve the biggest issue
Lack of measurement strategy
ROI
What we deal with (recap)
• +35 properties
• 1 e-commerce (across several platforms)
• +10 production teams
• Quite a few Data Analysts, BIs, DB managers
• +1,300 measurement and marketing tags
• +5 billion monthly hits via Tealium (only Google Analytics)
• Advanced tracking implementations
• How many people required to manage all that?
All this chaos wrangled by only one guy and
No programmer was harmed in the making of these implementations
ThanksQuestions?
Wait!!Game License
Giveaway