people, process, platform, presented by adam singer

SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016

People, process, platform:A simple way to think about yourdigital analytics practice

ADAM SINGERGOOGLE

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

@AdamSinger

Analytics Advocate @GoogleAnalytics

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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

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.

# 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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Your users are multi-screen

Source: 1. 2014 Google Consumer Barometer. 2. emarketer.com

21%of internet users globally only use their smartphones to access the web

There will be over 3B internet users by the end of 2015, many of which will only use the mobile web

3bn

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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

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(Many) marketers stress about data

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

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People

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90 / 10

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■ 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

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Must-have Business Acumen

Must-have Nerd Skills

Must-be Constantly Learning

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PhD not required!

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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?

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Time

Get external help while building team

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Process

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Winning process ….vs notBrand A

Brand B

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<-omg we need to duplicate this!

<-wtf

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

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Create a process for data requests

data-request@company.com

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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?

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Why not use a form?

Data Request

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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

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Create best practices & theory training docs

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Ask for input & evangelize the process

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•

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–••

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Share your results & teach others to

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Platform

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Collect data from multiple data sources

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Universal Analytics: connect the dots on multiple touch-points

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APIs for data Extract & Interoperability

Reporting tools Marketing tools PersonalizationAnalysis tools

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Take your GA data to go via API

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Use apps to beautiful your data via “easy button”

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

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Connectors let you easily put data into viz apps

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Share custom dashboards, segments & reports w/ your team & stakeholders

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Thank You! ….Additional Resources:

Dashboards / custom reports / advanced segments● google.com/analytics/gallery/

Take our MOOC! (free, on-demand)● analyticsacademy.withgoogle.com

Questions anytime:● @AdamSinger

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SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016