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Google Confidential and Proprietary
HOME & BEST PRACTICESDANIEL WAISBERG - ANALYTICS ADVOCATE
SNOOKER
ANALYTICS HOME
Google Confidential and Proprietary
1. THE PROCESS
Google Confidential and Proprietary
WHAT IS WEB ANALYTICS?
Google Confidential and Proprietary
A WEB ANALYTICS PROCESS
Source: Data Points by Nathan Yau
Google Confidential and Proprietary
2. THE ORGANIZATION
http://www.bonkersworld.net/organizational-charts/
Google Confidential and Proprietary
➡ KNOWLEDGE!
➡ COMPANY SIZE!
➡ % OF REVENUE
IMPORTANT ASPECTS
Google Confidential and Proprietary
Google Confidential and Proprietary
Newbie!Large Org!
High %
Savvy!Large Org!
High %Newbie!
Small Org!High %
Savvy!Small Org!
High %Newbie!
Large Org!Low %
Savvy!Large Org!
Low %Newbie!
Small Org!Low %
Savvy!Small Org!
Low %
Google Confidential and Proprietary
Newbie!Large Org!
High %
Savvy!Large Org!
High %Newbie!
Small Org!High %
Savvy!Small Org!
High %Newbie!
Large Org!Low %
Savvy!Large Org!
Low %Newbie!
Small Org!Low %
Savvy!Small Org!
Low %
Google Confidential and Proprietary
Newbie!Large Org
Savvy!Large Org
Newbie!Small Org
Savvy!Small Org
Google Confidential and Proprietary
Newbie!Large Org
Savvy!Large Org
Newbie!Small Org
Savvy!Small Org
Google Confidential and Proprietary
Newbie!Large Org
Savvy!Large Org
Newbie!Small Org
Savvy!Small Org
Google Confidential and Proprietary
Newbie!Large Org
Savvy!Large Org
Newbie!Small Org
Savvy!Small Org
Google Confidential and Proprietary
Newbie!Large Org
Savvy!Large Org
Newbie!Small Org
Savvy!Small Org
Google Confidential and Proprietary
Newbie!Large Org
Savvy!Large Org
Newbie!Small Org
Savvy!Small Org
Google Confidential and Proprietary
3. THE PEOPLE
90%! OF WEB ANALYTICS SUCCESS LIES IN THE
PEOPLE YOU HAVE BEHIND THE TOOLS.
£ € $
£ € $
∑ π ß √
£ € $
∑ π ß √
<script>
BASIC PRINCIPLES
Google Confidential and Proprietary
α. TRENDS
Google Confidential and Proprietary
VISUALIZING TRENDS
Google Confidential and Proprietary
VISUALIZING TRENDS
Google Confidential and Proprietary
VISUALIZING TRENDS
Google Confidential and Proprietary
ß. SEGMENTATION
Google Confidential and Proprietary
ß.1 USER SEGMENTS
Google Confidential and Proprietary
ß.2 CUSTOM DIMENSIONS
Google Confidential and Proprietary
ß.2 CUSTOM DIMENSIONS
Personal identifiers: gender, eyes, color.!
Daily identifiers: earrings, makeup, hairstyle.!
Ambient identifiers: winter clothes...
Google Confidential and Proprietary
ß.2 CUSTOM DIMENSIONS
User Level: Across multiple sessions !
Session Level: Current session !
Page Level: Page-level activities on current visit.!
Google Confidential and Proprietary
ß.2 CUSTOM DIMENSIONS
Google Confidential and Proprietary
3+3 6+0
Google Confidential and Proprietary
γ. ENRICHING DATA
Google Confidential and Proprietary
γ.1 ANNOTATIONS
Google Confidential and Proprietary
γ.2 CUSTOM DATA IMPORT
Google Confidential and Proprietary
γ.2 CUSTOM DATA IMPORT
Google Confidential and Proprietary
γ.2 CUSTOM DATA IMPORT
Google Confidential and Proprietary
γ.2 CUSTOM DATA IMPORT
What is my conversion rate?
Is pique better than vintage?
Should black be the default?
Google Confidential and Proprietary
γ.3 COST DATA UPLOAD
Google Confidential and Proprietary
γ.3 COST DATA UPLOAD
Google Confidential and Proprietary
TAKEAWAYS
Google Confidential and Proprietary
➡ IMPLEMENTING
TAKEAWAYS
Google Confidential and Proprietary
➡ IMPLEMENTING!
➡ ORGANIZING
TAKEAWAYS
Google Confidential and Proprietary
➡ IMPLEMENTING!
➡ ORGANIZING!
➡ HUMANIZING
TAKEAWAYS
Google Confidential and Proprietary
➡ IMPLEMENTING!
➡ ORGANIZING!
➡ HUMANIZING!
➡ TRENDS, SEGMENTATION & CONTEXT
TAKEAWAYS
“HE WHO FAILS TO PLAN, PLANS TO FAIL”
THANK YOU & HAPPY ANALYZING!
