brighton seo - what it's like having ga premium

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What it’s like having GA Premium

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What it’s like having Google Analytics 360

Suite isn’t quite as snappy

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Who are icelolly.com?

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A bit about icelolly.com

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A bit about icelolly.com

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A bit about icelolly.com

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We’re on a journey

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We’re on a journey

1 year agoFuture

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Why GAP?

Using free GA –trust!

Data continuity & no hassle migration

Integrations

Self-Service –frees up data

team

Google continues to

invest/improve

Minimises specialist

recruitment

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Most analytics packages

Small upfront cost

Massive extra costs for *everything*

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So what’s it like?

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SLOW

In a word…

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In a word…

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So what’s different?

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What’s different?

HITS

10 millionper month

20 billionper month

(standard tier)

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What’s different?

Custom Dimensions

20 200

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What’s different?

SAMPLING

Sampled onlyUp to 500,000 sessions

Sampled & unsampledUp to 10,000,000

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What’s different?

Native Integrations

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What’s different?

Big Query

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What’s different?

Doubleclick

Doubleclick for Publishers, Doubleclick Bid Manager, Doubleclick Campaign Manager

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Doubleclick Stack Integration

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What’s different?

Impression Data

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What’s different?

ATTRIBUTION

Several options

Plus create your own

Includes data-driven model

Plus all standard reports

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What’s this data-driven model?

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What’s this data-driven model?

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What’s different?

SLAs/Support

Product Support, 24/7 teamUptime guarantees

None as standard

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What’s different?

COST

Free VariableDirect or via reseller

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It looks exactly the same!

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What’s NOT different?

(not provided) is still a thing

No other SEO-related perks either

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What difference has it made to us?

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What difference has it made to us?

Time savingNon-

sampled dataAccess to

experts

Valuable to different

users/needsBig Query

Free Cloud credits

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Greater than the sum of its parts

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It’s changed how we do things and how we think

about analytics

What difference has it made to us?

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Big Query

Raw, hit-by-hit level, unsampleddata

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Using Big Query

• Time intensive• 2 full-time analysts – struggling

to utilise fully• Need the right tools & right

people• Heavy duty tools required – more

than just Excel!

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Big Query – icelolly Customer Journey

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Big Query – icelolly Customer Journey

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TV analysis

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How we’re using it - Hotels

£0£250

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Custom Dimensions

• Can track up to 200 Custom Dimensions/Metrics

• E.g. search form selections

• This gets utilised in marketing campaigns

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Challenge our assumptions!

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Impact on testing

• More of the why to testing• Which customers see trial

elements?• How else does it affect their

journey?

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What difference has it made to me?

Impression Data

DoubleclickIntegration

Amazing Audiences

SamplingData Driven Attribution

TV Uplift

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What’s next for us?

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What’s next for us?

• More automation/less manual work (Big Query + data warehousing)

• Customer journey adaptation

• Further Doubleclickintegration & marketing application

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Could it be right for you?

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Could it be right for you?

1. Do you need the capacity?

2. Do you need the bells & whistles?

3. Do you have the right resources to maximise it?

4. Do you have an unusual business?

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Deliberately cheesy slide!

COMMITMENT!

• Time – 1 year in we’re still learning/changing

• People – 2 analysts & still want more!

• Tools & tech – data vis, SQL etc• The whole business needs to get

involved

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Thank you!