physical world measuring the - superweek · 2014. 2. 5. · analytics pros © 2014 measuring the...

Analytics Pros © 2014

Measuring the Physical World

Sam BriesemeisterJan. 23, 2014 @ 15:00

Analytics Pros © 2014 | Confidential


What is this “Physical World”?

What is digital?


Physical Media

Analog data● Light● Heat● Sound● Radio waves● Gravity

Any kind of sensor

Interpretation● Things● Behaviors


Modeling the Physical World

Human language● <subject> <verb> [<preposition>] <object>

Examples● User enters store● User looks at sign● User picks up product● User buys product


Making it Digital


Digital Signal

● Motion sensors● Cameras &

Imaging○ Photo analysis○ Triangulation

● WIFI signal & radio○ Identification○ Triangulation

● Audio● GPS● Kinect

○ Light○ Thermal


Measuring You: Identification

● Biometric signature● RFID tagged items● Object recognition

○ Facial analysis● Temporary image analysis

○ Color patterns, etc● WIFI MAC address

○ Project Euclid, etc


Raspberry Pi Tracking

● PIR sensor detects movement● Other sensors available for better accuracy● Common programming environments● Open source, well-documented● Fairly easy to program● Quite inexpensive

Everybody’s doing it...


Modeling into Google Analytics

Simple structures, the easy part● Object representation: page URL + title?● Actions: events● Sessions: consecutive events

Some engagement may not fit GA’s model


Modeling into Google Analytics

Attribution● Important question

Possibilities● integrate promotion in mobile app presence● detection from prior visitor history


IdentityMulti-Sensor ID and Automation


Fragmentation

Identity Context Value

Imaging/Facial X

Mobile WIFI ID Ya

Mobile App ID Yb

Web User ID Z


Identity Aggregation

Identity Context Value

Imaging/Facial X

Mobile WIFI ID Ya

Mobile App ID Yb

Web User ID Z

Multiple Sensors App

Trigger

Login

Identity Relationship● [X, Ya, Yb, Z …] Identity

Service


Integrating Aggregated Identity

Central Identity Service● Single, authoritative identity● Collects identification from devices● Serves reconciled identity to devices● Pushes identity updates to Analytics

Analytics Model● Google’s User ID feature (closed beta)● User-scope custom dimension


Identity Management Model

Google Analytics

Device#1

Identity Service

Tracking Service

Device#2


Identification in Google Analytics

● Google Analytics’ Client/User ID○ Native stitching (forward-only)○ Simple aggregate reporting○ Not available in native reports

● Custom Dimensions: User Scope○ Supports retroactive reconciliation○ Non-native stitching (i.e. external reports)○ Available in native custom reporting

Use both?


Examples


Example: Physical Display

Define the Identity:● Mobile App ID (app login) +● Mobile WIFI ID +● Photo profile ID

Define the interaction:● Category: physical display● Action: impression● Label: display ID or name


Example: Physical Display (cont)

1. Imaging analysis calculates profile2. Photo analysis + WIFI triangulation

a. Identify mobile ID3. Mobile Application detects display RFID4. Submit combined ID to Central ID service5. Central ID service returns reconciled ID6. Tracking sent to Google Analytics with:

a. Updated user ID, and/orb. User-scope custom dimension



Purchase process:● Identification features

○ Mobile WIFI ID (triangulation)○ Mobile App ID + NFC if available○ Credit card

● Track Transaction● Evaluate products against display ad



What is a conversion?● Brand match on products● Specific product match

Define the interaction:● Category: physical display● Action: conversion ● Label: display ID previously seen (or name)


Ethics and Privacy


What are you collecting?

● Impression● Conversion● Engagement● Interaction● User history

○ aggregate value○ lifetime revenue

Everything?


Why are you collecting it?

● Understanding your audience○ Acquisition … who are they?○ Engagement & Behavior … what are they doing?

● Effectiveness of marketing investment○ Conversion … is this the right audience?○ Revenue … how can I improve this ROI?

Why might you need to know them individually?


What is Anonymity?

Is it…?● Inability to identify● Refusal to identify● User intent to remain unidentified● Refusal to self-identify

What does your user expect?


Intentional Anonymity

Considerations● Small subset of users actually delete cookies● Isolated data may still be valuable

○ Short-term life “sampling” effect○ Data skew is often pessimistic

● Do you respect your users?


Honoring Anonymity in Physical Space

● Opt in ○ Membership cards with RFID

■ Incentive: discount with card purchases○ Mobile app settings

■ Incentive: promotions available only on mobile

● Opt out○ May not be practical; best assume anonymity


Honoring Anonymity in Physical Space

● Assume anonymity (opt in)○ Short-term identity retention

■ On personal devices■ On platform services (i.e. central ID)

○ Use identity info for Uniqueness only■ Identity local to physical platforms

● Assume persistent identity (opt out)○ Store identifiers on personal devices/cards/RFID○ Shared identity with physical platforms


Lifecycle of Identity

● Depends on industry?○ Travel & Vacation: long conversion cycle○ Home electronics: relatively short conversion cycle

● Legal requirements● Corporate privacy policies

Can you predict a high-value, long-life customer with time-limited data?● Probably, but maybe not in GA


Questions

physical world measuring the - superweek · 2014. 2. 5. · analytics pros © 2014 measuring the...

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