web analytics is becoming universal

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Web analytics is becoming universal Audun Rundberg UX Camp Europe 2014

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 My talk about Google Analytics, offline tracking, User ID and the measurement protocol at UX Camp Europe 2014.

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Page 1: Web analytics is becoming universal

Web analytics is becoming universal

Audun RundbergUX Camp Europe 2014

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#uxce14

@audunru

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Imagine that you’re running an airport...

StrikeVolcano ash

cloud

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Aaah, the devices...

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50% of users (2 of 4) are desktop + mobile users

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User IDTrack users across

channels and touchpoints

Measurement ProtocolEnables offline tracking

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Why?• More accurate picture of how people use your services

Examples:

• How many users have we got, really?• What’s our campaign revenue offline and online?

Last, but not least:

• Can we track cats?

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YES!

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RFID chip

RFID reader

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Offline tracking

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Offline tracking codehttps://ssl.google-analytics.com/collect?v=1&tid=UA-123456-1&cid= f10e2821-bbbe-4527-8a02-200352313bc0&t=event&ec=Cat&ea=Food&el=Nomnomnom

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Offline tracking codehttps://ssl.google-analytics.com/collect?v=1&tid=UA-123456-1&cid= f10e2821-bbbe-4527-8a02-200352313bc0&t=event&ec=Cat&ea=Food&el=Nomnomnom

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Offline tracking codehttps://ssl.google-analytics.com/collect?v=1&tid=UA-123456-1&cid= f10e2821-bbbe-4527-8a02-200352313bc0&t=event&ec=Cat&ea=Food&el=Nomnomnom

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Offline tracking codehttps://ssl.google-analytics.com/collect?v=1&tid=UA-123456-1&cid= f10e2821-bbbe-4527-8a02-200352313bc0&t=event&ec=Cat&ea=Food&el=Nomnomnom

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RFID

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Demo time

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Want to try?http://bit.ly/uxce14-universal

takes you to...

http://github.com/audunru/universal-analytics

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User ID

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User ID trackinghttps://ssl.google-analytics.com/collect?v=1&tid=UA-123456-1&cid= f10e2821-bbbe-4527-8a02-200352313bc0&uid=1234&t=event&ec=touch&ea=double-tap&el=menu-button

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Username User ID

mr_rundberg 1234

superhans 5678

User ID = Anonymus (to

Google), unique and persistent

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User ID+

Javascript

User ID+

Javascript

User ID+

Javascript or API

User ID+

Measurement Protocol

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Demo time

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Data layer and tag management

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<script>dataLayer  =  [{    'uid':  'zjTlQX5360f775f3cbaDBZGTC56',  //  User  ID  (anonymous)    'userRole':  'manager',  //  Employee  or  manager?    'userTitle':  'Senior  Marketer',  //  Professional  title    'lastModified':  '1400074036',  //  Last  modified  (epoch)    'lastModifiedRelative':  '3  weeks  ago',  //  Last  modified  (relative)    'environment':  'production',  //  Host  environment    'template':  'news  article'  //  Current  page  template}];</script> The data layer is

your new best friend

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Customer Experience Digital Data Acquisition 0.5

Last Modified: May 17, 2013

DRAFT Specification

Latest Version: http://www.w3.org/community/custexpdata/wiki/images/9/93/W3C_CustomerExperienceDigitalDataAcquisition_Draft_v0.5.pdf

Authors:

Individual Organization

Miles Fender Murray Williams

Accenture

Vinay Goel Reza Jalili Dave McNamee

Adobe

Jay Myers Best Buy

Jon Revill Blue Cross and Blue Shield of North Carolina

Blane Sims Jared Vestal Eric Lunt

BrightTag

Patrick Wyatt Criteo

Anna Long Eric Feinberg

Digital Analytics Association

Peter Loveday Digital Window

W3C is making a dataLayer

standard

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One tag for

each thing you want to

track

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Tracking downloads

is easier than ever

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Outbound links

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Do people scroll?

https://github.com/robflaherty/jquery-scrolldepth

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Do people use these buttons on

your site?

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Are people happy with your

content?

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Are people happy with your

content?

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Are people happy with your

content?

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Found what you're looking for? June 08, 20144:50 AM EDT

Netlife Research Report generated by

Klipfolio.com lets you work

with the data and create

dashboards

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These are crazy, crazy, crazy, crazy nightsweb analytics tools

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Mixpanel lets you see

individual users’ activities

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Unknown user Login or register Hi Audun! Conversion

Mixpanel kan stitch data before/after identifying the user

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Unknown user Login or register Hi Audun! Conversion

Google Analytics keeps the data separate

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Simba (1995-2014)

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Thank you!

#uxce14

@audunru