Embed Size (px)
Citation preview
All Things DATA
Cross Device Measurementw/ Google Analytics
@CharlesFarina #ATDconf
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
About Me – Charles Farina Certified Web Analyst from Digital Analytics
Association
5+ Years of Google Analytics Experience
Over 100 Enterprise Implementations of Google Analytics
@CharlesFarina #ATDconf
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
@CharlesFarina #ATDconf
Where are we as an industry
Example and how to
Successes and hard learning's
Agenda
What I’ve Tracked with Google Analytics
@CharlesFarina #ATDconf
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
What isCross Device
@CharlesFarina #ATDconf
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
Cross DeviceDemo
@CharlesFarina #ATDconf
Goals
Have an Awesome Booth Generate Leads
Raise Awareness Measure the Impact
@CharlesFarina #ATDconf
Setup Bocce Court
Microsoft Kinect w/ Custom AppC#App Engine (Python)D3.js
Microsite w/ Hubspot
Measurement Protocol for Universal AnalyticsV1 – C LibraryV2 – Python Library
@CharlesFarina #ATDconf
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
Live Leaderboards
@CharlesFarina #ATDconf
The Data in Google Analytics
@CharlesFarina #ATDconf
Tracking Movement
@CharlesFarina #ATDconf
Tracking Scores and Leaders
@CharlesFarina #ATDconf
Tracking Teams
@CharlesFarina #ATDconf
Tracking Firmographics
@CharlesFarina #ATDconf
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
Sign Up
@CharlesFarina #ATDconf
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
Results
84 Signups 160 Rounds Played
13 Returning Users 2-4 Clients
Ability to See Longer Impact
Informed SalesDiscussions
@CharlesFarina #ATDconf
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
Why Cross Device
Is Challenging
@CharlesFarina #ATDconf
Barriers
Siloed Teams Limited Resources
Complexity Toolset
Missing Fundamentals
@CharlesFarina #ATDconf
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
How Would You Track This?
@CharlesFarina #ATDconf
How Would You Track This?
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
How To:Effective Cross
Device Measurement
@CharlesFarina #ATDconf
Start With a Plan
Clearly Define Objectives
List Your KPIs And Questions
Whiteboard DataStructure
Update ExistingImplementation
@CharlesFarina #ATDconf
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
Specifics to Setup
In Google Analytics
@CharlesFarina #ATDconf
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
The Code – Measurement Protocol
AP Code Libraries: analyticspros.com/tools/code/Python, C PHP (Universal) Future: Your project
Roku: https://github.com/thyngster/roku-universal-analytics
Windows 8: https://googleanalyticssdk.codeplex.com/
iOS & Android: https://developers.google.com/analytics/devguides/collection/mobile/
Image Source: Flickr (Mack Male + Torkild Retvedt)
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
Account Configuration: Two Options Option 1: Unified views within one property
Option 2: Roll-Up Reporting (Premium Only)
@CharlesFarina #ATDconf
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
User-ID
@CharlesFarina #ATDconf
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
Turn on User-ID Override
@CharlesFarina #ATDconf
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
Actually Read the TOS
@CharlesFarina #ATDconf
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
Are You Currently Violating TOS?
@CharlesFarina #ATDconf
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
The Musts You HAVE to Inform Users
No PII or Device Identifiers
Only Stitch Unauthenticated Sessions with Consent or when Legal
@CharlesFarina #ATDconf
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
Session Stitching?
Image Source: Google Analytics Developer Site
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
Sending UserId to GTM
dataLayer.push({ 'event': ’user-authentication', ’userId': ‘123-wDa3', ’join-date': ’20141203', ’purchase-total': ’11', ’lead-status': ’5’});
Simo Tutorial - http://goo.gl/6nsKR3
@CharlesFarina #ATDconf
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
Using an Existing Cookie – Preferred Option
@CharlesFarina #ATDconf
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
Sending it to Google Analytics
@CharlesFarina #ATDconf
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
Default Cross Device Reports
@CharlesFarina #ATDconf
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
Adhoc Reports are Everything
@CharlesFarina #ATDconf
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
No Planning=
No Value
@CharlesFarina #ATDconf
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
Advice forGetting Started
@CharlesFarina #ATDconf
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
Advice for Getting Started Do Not Ignore The P Word
Start Small
Roadmap is Critical
Google Analytics Can Not Do Everything
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
What The Future Holds
Digital Platforms
Customer Data
Physical
Digital Analytics
Analysis & Insights
@CharlesFarina #ATDconf
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
Thank You!
@CharlesFarina #ATDconf
@AnalyticsPros
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
Read This: http://goo.gl/d5qAWz
@CharlesFarina #ATDconf
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
Manage with Filters
@CharlesFarina #ATDconf
