digital media analytics: web, mobile analytics - ahmad abdullah - google
DESCRIPTION
Ahmad Abdullah from Google was at the ISB Digital Summit 2014 to conduct a session on 'Digital media analytics: web and mobile analytics' as part of the Digital Boot Camp workshop.TRANSCRIPT
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Measuring A Multi Screen
World Using
Ahmad Abdullah, Aug ‘14
Google Confidential and Proprietary
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Google Confidential and Proprietary
Are You A Digital Analyst ?
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Digital Analytics - Definition
Google Confidential and Proprietary
Agenda
1
Google Analytics : Fundamentals 2
Measuring Multi Screens - Universal Analytics 3
In App Measurement In Multi-Screen World
4
Resources 5
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Google Confidential and Proprietary
Definition
“Digital Analytics is the measurement, collection, analysis
and reporting of digital data for the purposes of
understanding and optimizing business performance.”
More advanced, working at bigger companies
multi-channel attribution, social media, device
usage, etc.
doing Digital Analytics
Working at smaller business
Trying to figure out Conversion, & how to
interpret Bounce Rate
doing Web Analytics
Value Vs
Volume
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Digital Analytics - Definition
Google Confidential and Proprietary
Agenda
1
Google Analytics : Fundamentals 2
Beyond the Basics - Universal Analytics 3
In App Measurement In Multi-Screen World
4
Resources 5
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Google Confidential and Proprietary
Works : Data M
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Google Confidential and Proprietary
Google Analytics Structure: Enterprise Class
Link
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Google Confidential and Proprietary
Google Analytics Answers The Key Questions
WHO?
WHAT ACTION? WHAT VALUE?
http://
HOW? 1 2
3 4
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Google Confidential and Proprietary
How Google Analytics Works :
“Never trust anything that can think for itself if you can't see where it
keeps its brain”
“But I would, in this case, amend my original statement do this”
“Be skeptic about data ! Till you know, how its curated”
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Google Confidential and Proprietary
How Google Analytics Works :
Platform Component
Data made available in the user
interface or through the API
A GIF hit is created and
sent to the Google
servers
The GA javascript
begins to fire
Your Website loads on any device
First-party GA cookies are
read from, and/or written to
the browser by the
javascript code
Data is processed and pre-aggregated Data is sent to Google’s servers
1
3 4 5
GA UI API
2a 2b 2c
_trackEvent(category, action, opt_label,opt
_value,opt_noninteraction) _gaq.push ([‘
trackEvent', 'name', 'label', value,true]);
trackEvent(category, action, opt_lab
el, opt_value,opt_noninteraction)_ga
q.push (['_trackEvent', 'name', 'lab
el‘,value, true]);trackEvent(categ
ory, action, opt_label,opt_value
opt_noninteraction)_gaq.push
(['_trackEvent', 'name', 'lab
el', value, true]);trackEven
t(category, action, opt_la
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Google Confidential and Proprietary
How Google Analytics Works :
Data Model For Google Analytics
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Google Confidential and Proprietary
Dimensions being mapped to Metrics
(against a similar scope metrics)
How Google Analytics Works :
Dimensions Vs Metrics
----GIGO---
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Google Confidential and Proprietary
Nirvana In Digital Analytics :
Segmentation & Custom Reporting
BRAZIL
Too much data, not enough information
GERMANY
Shots (on goal)
Fouls
Corner Kicks
Offside Decisions
Possession
Yellow Cards
Red Card
Saves
1 Goal
7 Goals
18 (8)
11
7
3
52%
1
0
3
14 (10)
14
5
0
48%
0
0
7
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Google Confidential and Proprietary
Nirvana In Digital Analytics :
Segmentation & Custom Reporting
4E+47 Options!
Some users are
more equal than
others
Engaged but not
monetized
Not engaged or monetized
Engaged and monetized
Monetized but not engaged
En
ga
ge
me
nt
Monetization
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Google Confidential and Proprietary
GA For Marketers :
GA Product Features
“How do I know everything that influenced my conversions?”
Linking AdWords
& Analytics
Multi Channel
Funnels Attribution Models
Product Processes Problem
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Google Confidential and Proprietary
Is Your Problem ?
WTMD
Link To Video
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Digital Analytics - Definition & Landscape
Google Confidential and Proprietary
Agenda
1
Google Analytics : Fundamentals 2
Measuring Multi Screens - Universal Analytics 3
In App Measurement In Multi-Screen World
4
Resources 5
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(Universal)
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Google Confidential and Proprietary
Motivation Behind Universal Analytics :
A Generational Platform Shift
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Google Confidential and Proprietary
Universal Analytics :
What’s Changed ?
Measure Beyond Website
Understand Cross-Device Performance
Leverage All Your Data
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Google Confidential and Proprietary
Universal Analytics :
Revisit Platform Model
Universal Analytics server-side processing
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Google Confidential and Proprietary
The Game Changer :
Measurement Protocol
Link To Video
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Google Confidential and Proprietary
Universal Analytics :
User ID
Randomly Assigned CID
CRM Data / User Identifier
Identified User
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Google Confidential and Proprietary
Universal Analytics :
Cross Device : Session Unification
User_ID
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Digital Analytics - Definition & Landscape
Google Confidential and Proprietary
Agenda
1
Google Analytics : Fundamentals 2
Measuring Multi Screens - Universal Analytics 3
In App Measurement In Multi-Screen World 4
Resources 5
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Google Confidential and Proprietary
In App Measurement In Multi-Screen World:
Mobile App Analytics
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Google Confidential and Proprietary
In App Measurement In Multi-Screen World:
Mobile App Analytics
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Google Confidential and Proprietary
In App Measurement In Multi-Screen World:
Mobile App Analytics
How do people discover my app?
What keeps them coming back?
How can I motivate them?
What are the right price points?
When’s the right time?
How do I maximize returns?
LTV “Answer the questions that matter”
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Google Confidential and Proprietary
Overview
Mobile App Analytics
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Google Confidential and Proprietary
Acquisition, How are users finding your App ?
Mobile App Analytics
Google Analytics Provides App-Specific Metrics
User profile
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Google Confidential and Proprietary
AdWords Reporting, Measure Acquisition ROI
Mobile App Analytics
Google Analytics Provides App-Specific Metrics
User behavior Actions and revenue
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Google Confidential and Proprietary
How Is The App Being Used ?
Mobile App Analytics
Get Rich Behavioral Insights
• Are your users doing what you
expect?
• Where are they spending their time?
• Where are they stuck?
• What’s blocking them?
• What do they want more of?
Which Section Of App Are Popular ?
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Google Confidential and Proprietary
How Is The App Being Used ?
Mobile App Analytics
Get Rich Behavioral Insights
• Are your users doing what you
expect?
• Where are they spending their time?
• Where are they stuck?
• What’s blocking them?
• What do they want more of?
Navigational Behaviour Within App
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Google Confidential and Proprietary
How Is The App Being Used ?
Mobile App Analytics
Get Rich Behavioral Insights
• Are your users doing what you
expect?
• Where are they spending their time?
• Where are they stuck?
• What’s blocking them?
• What do they want more of?
Crashes & Exceptions
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Google Confidential and Proprietary
How Is The App Being Used ?
Mobile App Analytics
Get Rich Behavioral Insights
• Are your users doing what you
expect?
• Where are they spending their time?
• Where are they stuck?
• What’s blocking them?
• What do they want more of?
Measuring User Intent Via Custom Interaction
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Google Confidential and Proprietary
Whats The Goal Of Your App?
Mobile App Analytics
Robust tracking solution to
fit different business model
App ROI Foundation
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Google Confidential and Proprietary
Tagging Solution:
Mobile App Analytics
But not just Google Analytics…
Google Analytics Services SDK
Google Tag Manager
Without Updating Your App
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Google Confidential and Proprietary
How GTM Fill The Gaps ?
Mobile App Analytics
• Google Analytics
• AdWords Conversion
Tracking
• AdWords Remarketing
• Custom Tracking
• Change constants to variables
• Load the latest configs at start
• Within 12 hours all your users
have
the latest experience
Marketers
Developers
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Google Confidential and Proprietary
Insights
Mobile App Analytics
• Discover where your high value users are
• Understand user journey and remove roadblocks
• Measure in app revenue
• Built for the multi-screen world
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Google Confidential and Proprietary
Want More :
Analytics Academy
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Digital Analytics - Definition
Google Confidential and Proprietary
Agenda
1
Google Analytics : Fundamentals 2
Measuring Multi Screens - Universal Analytics 3
In App Measurement In Multi-Screen World
4
Resources 5
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Google Confidential and Proprietary
Resources:
● Get Started: https://analyticsacademy.withgoogle.com/
● Case Studies: http://google.com/analytics/customers
● Interpreting Reports: https://support.google.com/analytics
● Videos & Webinars: http://youtube.com/googleanalytics
● On Google+: http://plus.ly/analytics
● Avinash Kaushik's blog: http://www.kaushik.net
● Justin Cutroni's blog: http://www.cutroni.com/
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Understand Platform & Data Model Of Tool 1
Google Confidential and Proprietary
Takeaways !
Segment, Segment & Segment 2
Leverage Universal Analytics Customization 3
In App Analytics : Ask The Right Questions 4
Sharpen The Saw : Analytics Academy 5
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Google Confidential and Proprietary
One More Thing ...
Data Less Decision
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Google Confidential and Proprietary
Thank
you!
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Google Confidential and Proprietary
Bonus Slides
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Google Confidential and Proprietary
Universal Analytics :
Enhanced Product Features
Data Import : Creating A Singular
Marketing Measurement Platform
Dimensional
Widening
Product Processes
Cost Data Upload