Jeff Sauer @ All Things DATA 2016 - Automating Google Analytics

Automating Google Analytics

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I got my CS degree

in 2003

@jeffalyticshttp://blog.clicktale.com/2010/11/17/a-brief-history-of-web-analytics/

Measuring the web was simple back then

Things sure have changed

@jeffalyticshttps://www.gartner.com/technology/research/digital-marketing/transit-map.jsp?prm=gml-tm

There are so many digital marketing touch points

Overwhelmed?

@jeffalytics Found via google.com/trends

It’s OK to be overwhelmed. We all are.


And yes, for you analysts out there, I did investigate the spike in 2013

@jeffalytics

It is due to a music video with 4+ million views

@jeffalytics

So I downloaded the raw data

@jeffalytics

And did some normalization

@jeffalytics

Then re-created a chart

@jeffalytics

Then tried to plot how many people have become overwhelmed

Analytics can be Overwhelming

@jeffalytics

Google Releases 70+ Updates Per Year

@jeffalytics http://blog.clicktale.com/2010/11/17/a-brief-history-of-web-analytics/

Updates are necessary for evolving ecosystem

@jeffalytics https://www.jeffalytics.com/google-analytics-guide/

So I created the Periodic Table of Google Analytics to keep up!

@jeffalytics https://www.analyticscourse.net

And a 12 Hour Course Teaching Google Analytics

We need to evolve as well

@jeffalytics Source: http://www.motaen.com/wallpapers/view/id/996

Three Stages of Evolving Web Analytics

@jeffalytics

Stage 1: Data Collection

Data Collection

@jeffalytics

Data collection is supposed to be easy

@jeffalytics

Simply put some JavaScript on your site

@jeffalytics

And you’re rolling in data

@jeffalytics https://reaktor.com/blog/10-truths-about-data/

There are many truths about data

#11: Data is Dumb

@jeffalytics

Data is just the beginning

@jeffalytics

Data has no connections, patterns or paths

We need to do more with our data

… or else we get

Dp Data Puking(h/t @Avinash)

@jeffalytics

Send your company unnecessary emails

@jeffalytics

And people can receive hundreds of reports from you

Nobody needs more email!

InIntelligence

without context

@jeffalytics

Automated Intelligence

Do Data Overload

@jeffalytics https://bt.tn/

You can literally have a button that sends data to the web each time it is pushed

@jeffalytics https://flic.io/

There is competition in the Button Space!

Collecting data is “easy” – but it’s not

the answer

The problem with Phase 1?

All data, no context

“The best analytics tool is common sense

combined with context”

-Jeffalytics

Automate only proven processes Focus on insights

Work to give context to data

Only share the truly useful

Phase 1 Graduation Requirements

@jeffalytics

Stage 2: Forming Knowledge

Data Collection

Forming Knowledge

Now we can start to talk about

automation

@jeffalytics

Moving to information and knowledge

Kn Shared Knowledge

@jeffalytics

Automate knowledge transfer with annotations

Cu Custom Alerts

@jeffalytics

Alert when website is down (or analytics is broken)

We Website Monitoring

@jeffalyticsJetpack: https://jetpack.com/support/monitor/

@jeffalyticsJetpack: https://jetpack.com/support/monitor/

Monitis Site 24x7

PingdomUptime Robot

Many alternative tools too

Pro tip: Make sure to filter these tools from

Google Analytics

Ar Automated Reporting

@jeffalytics

Who has sent/received a report like this?

That was written by a

computer

@jeffalytics

Canyoutellthedifference?

@jeffalytics Take the Quiz at New York Times: http://nyti.ms/1HVgnCx

New York Times had a quiz in March

I guessed 50% correct

@jeffalyticsThat’s Terminator level stuff

@jeffalytics Sign up: https://www.quillengage.com/

You can get human quality reports for free

@jeffalytics

Automated Weekly and Monthly Reporting

@jeffalytics Automated Insights: https://automatedinsights.com/

Also worth checking out Wordsmith

Start to automate proven processes

Share knowledge with organization

Save time for yourself & others

Focus only on the actionable

Phase 2 Principles

@jeffalytics

Stage 3: Automated and Actionable

Data Collection

Forming Knowledge

Accelerated Insights

Accelerating insights and

finding wisdom

@jeffalytics

Connecting the dots, quickly

@jeffalytics

Extending Google Analytics

Da Data Import

@jeffalytics

Compare all advertising side by side

Google AdWords Integration Rocks

Cost Data in Google Analytics


No Data from Bing, Facebook or Other Systems


@jeffalytics

Choose Cost Data Import Schema


No Data from Bing, Facebook or Other Systems

Automatically Import This Data into GA!


@jeffalytics http://supermetrics.com/product/supermetrics-uploader/

Automate this process

De Data Export

@jeffalytics https://www.google.com/analytics/partners/search/apps

Google Analytics App Gallery


There are 8 pages of apps for automation


One of my favorites is Klipfolio

Kl Klipfolio

@jeffalytics https://www.klipfolio.com/

Bring marketing data together in one place

@jeffalytics

Choose from several popular systems

@jeffalytics

Create a dashboard with automatic data

@jeffalytics

Edit the data for accuracy and context

@jeffalytics

Annotate to share insights with others

@jeffalytics https://zapier.com/zapbook/klipfolio/

Integrates with just about anything

Cy CyfeDashboards

@jeffalytics http://www.cyfe.com/

Cyfe for Free API based dashboards

@jeffalytics

Sample Cyfe Dashboard

@jeffalytics

Connect Cyfe with other tools using Zapier

Za ZapierRecipes

@jeffalytics https://www.zapier.com/

My favorite technology in the world right now

@jeffalytics

@jeffalytics

Choose the product you want to integrate

@jeffalytics

Create your own recipe or choose from recommended lists

@jeffalytics

Understand all of the possible actions

@jeffalytics

Set up your trigger criteria

@jeffalytics

Then choose your action

@jeffalytics

Automate delivery of every step of the way

Well… most of the way

@jeffalytics Vote here: bit.ly/gaplease

Vote for Google Analytics Integration

Re ZapierRecipe Ideas

@jeffalytics https://zapier.com/zapbook/facebook-lead-ads/

Facebook Lead Ads

@jeffalytics https://zapier.com/zapbook/analytic-call-tracking/

Call Tracking

@jeffalytics https://zapier.com/zapbook/flic/

Even Button Tracking!

@jeffalytics

Evolving our analytics focus (and automating the good)

Data Collection

Forming Knowledge

Accelerated Insights

Still Overwhelmed?


Let’s stop being overwhelmed

@jeffalytics

Let’s start being empowered

Things are better now

Automation saves time!

Action Items

Outsource the easy stuff

Focus on knowledge and

insights

Provide data with context

Start with manual processes (it’s OK)

Action Items

Setup an automatic dashboard in

Klipfolio

Sign up for a ZapierAccount and install

Zaps

Build a killer dashboard… then

fill it with APIs

Get a free Quill Engage account

Action Items

Thank You!

Jeff SauerAnalytics Teacher and Consultant Email: [email protected]

Links & Discount: bit.ly/jeffatd

Learn Google Analytics! www.analyticscourse.net

Data & Analytics

Jeff Sauer @ All Things DATA 2016 - Automating Google Analytics