Analytics Advocate @GoogleAnalytics @AdamSinger Decks... · Analytics Advocate, Google Blogger, TheFutureBuzz.com, Analytics Columnist, ... How do you plan to be data-driven in improving

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People, Process, PlatformA simple way to think about your digital analytics practice

@AdamSinger

Analytics Advocate @GoogleAnalytics


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


(Many) marketers stress about data


But you shouldn’t. Using it is fun, creative and improves results.



People


90 / 10


■ 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


Must-have Business Acumen


Must-have Nerd Skills


PhD not required!


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?


Time

Get external help while building team


Process


Winning process ….vs notBrand A

Brand B


<-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.

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


Create a process for data requests

[email protected]


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?


Why not use a form?

Data Request


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


Create best practices & theory training docs


Ask for input & evangelize the process

Sample roadmap: http://krsta.me/testroadmap


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


– 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


Platform


Collect data from multiple data sources


Our data sources are rapidly increasing

Owned Data Rented Data

Website dataMobile app dataAdvertising data

CRM

Audience dataSocial data

Other 3rd party


GA collects lots of data...Demographics

Behavior

Technology

Incoming Sources AdWords

Site Content Site Search


...but (until now) not everything


Do sales for beach vacations increase on rainy days?


Data Import

Types of data: user, campaign, content, product, refund, cost, custom.



Segment based on weather!



Universal Analytics: connect the dots on multiple touch-points


Across Screens - Sequential Screening


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?


Across Screens - Sequential Screening


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.

http://www.kpcb.com/insights/2013-internet-trends



# 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


APIs for data Extract & Interoperability

Reporting tools Marketing tools PersonalizationAnalysis tools


Take your GA data to go via API


Use apps to beautiful your data via “easy button”

https://create.visual.ly/graphic/google-analytics


Connectors let you easily put data into viz apps

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Share custom dashboards, segments, reports


We’ve done the work for you in the Solutions Gallery

https://www.google.com/analytics/gallery/



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

http://www.analytics.blogspot.com



http://analyticsacademy.withgoogle.com

http://analyticsacademy.withgoogle.com

Documents

Analytics Advocate @GoogleAnalytics @AdamSinger Decks... · Analytics Advocate, Google Blogger, TheFutureBuzz.com, Analytics Columnist, ... How do you plan to be data-driven in improving