"Analytics"

Google Analytics, tracking stuff, and taking action based on insights

Things we can track...

  • Real world
    • Physical visitors in a store
    • Events
    • Point of Sale transactions
    • Sales rep visits
  • Non-digital channels
    • Calls to a call centre
    • Snail mail received

...non-digital stuff...

  • Assets
    • valuable people
    • valuable things
  • Liabilities
    • paying for things
    • paying people
  • Equity ( = Assets – Liabilities)
     
  • Cost (for you) versus Price (to customer)
  • Profit (versus income)
     
  • Operational costs
  • Capital cost

...money stuff...

  • Ad and campaign performance
  • Email
  • Social media
  • Search engines
  • Activity on a websites
  • Apps
  • Prototypes
  • Webinars
  • Data and API usage
  • Server/platform  performance

...digital stuff...

  • CRM (activity across all channels)
  • "Business Intelligence" & "Customer Intelligence"
  • Predictive models

...tying stuff together...

Complex but also simple

Q: Why track stuff?

A1: To feel like a big kid

"I'M JUST DOING THE ANALYTICISING MUM"

"There’s nothing like a dashboard full of data and graphs and trend lines to make us feel like grown ups. Like people who know what they’re doing. So even though we’re not getting any real use out of it, it’s addictive and we can’t stop doing it.

But after a while you just don’t get quite the same high from your dashboards that you used to. You’ve habituated. We still look at Google Analytics, but at this point metrics like “unique monthly visitors” bore us. They were always useless, but now they’ve stopped being fun, too."

From Cargo cult analytics, by Stijn Debrouwere

"Vanity metrics"

Any data you collect but do not act on

(Pretty much all analytics)

Q: Why track stuff?

A1: To feel like a big kid

A2: To find insights that help us take informed action

Q: What kind of insights might be actionable?

Website types

  1. Ecommerce
  2. Lead gen. / account reg.
  3. Content publishing / brand
  4. Informational (answering little questions)
  5. Transactional
  6. App / product / platform

Segue...

E-commerce

E-commerce

Lead gen. / account reg.

Lead gen. / account reg.

Content publishing

Content publishing

Website types

We can make our lives easier by using shorthand for these species

E-commerce: Sell stuff, funnels, conversions

Content publishing: Long sessions, multiple articles

Processing and organising

Collection

Providing a visual report

An 'analytics' process

Processing and organising

Collection

Providing a visual report

In the case of 

Javascript on a webpage sends data

Data collected in logs, data is processed for query engine

GA's web dashboard

(or PDF reports, API etc)

Processing and organising

Collection

Providing a visual report

In the case of 

Video cameras, Bluetooth, Wi-Fi, PoS

Smoshes data together

Web dashboard, mobile app,
real-time alerts

"Give me six hours to chop down a tree and I will spend the first four sharpening the axe"

Processing and organising

Collection

Providing a visual report

Thinking and planning

Analysing and acting

Q: What kind of insights might be actionable?

A (2 more Qs) :

  • What are we trying to do?

  • What are the actions we might take?

Matt's supermarket...

Powered by Google Analytics

What are we trying to do?

What are the actions we might take?

GA by default

  • Time of visit, isles (pages) visited, and time spent on each isle (page) of the supermarket (website)

  • Previous shop (Referring site)

  • Type of trolley/basket and shoes they're wearing
    (web browser and OS)

  • Glasses prescription (Flash version, JavaScript support, screen resolution, and screen colour processing ability)

  • Seeing the shopping list they arrived with
    (organic search terms) 

Filters

Exclude staff and sales rep traffic and purchases

Google Analytics feature:

Filters

Google Analytics feature:

Real world example

E-Commerce

Track

  • amount purchased, 

  • which products they're buying

  • checkout dropouts

Google Analytics feature:

E-Commerce

Google Analytics feature:

Real world example

Goals and funnels

Track conversions and dropouts 

Google Analytics feature:

Goals and funnels

Real world example

Google Analytics feature:

Site search

Track

  • what are customers asking staff for

  • which questions get "0 results"

Google Analytics feature:

Site search

Google Analytics feature:

Real world example

Event tracking

Track when

  • product added to cart

  • product removed from cart

  • product label read

  • in-store product promotion interacted with

Google Analytics feature:

Event tracking

Google Analytics feature:

Real world example

Custom variables

Track

  • Type of isles

  • Location of isles

  • Types of products

  • Location of isles

  • Types of customers

    • Precise details about the customer

Google Analytics feature:

Custom variables

Google Analytics feature:

Real world examples

Google Ads and campaign tracking 

Track

  • Which promotions have the customer been exposed to recently

  • which one was the first/last

Google Analytics feature:

Google Ads and campaign tracking 

Google Analytics feature:

Real world example

Data import 

Import data about products, isles, users from external sources (CRM)

Google Analytics feature:

Data import 

Real world example

Google Analytics feature:

Only ever
two questions

  • What are we trying to do?

  • What are the actions we might take?

One last case study

Google Tag Manager

What's that?..

Google Tag Manager is a tag management system created by Google to manage JavaScript and HTML tags used for tracking and analytics on websites

Version 2 Launched in October 2014

So, why is it better ?

- Future proof our website

- Speed

- Flexibility (everyone can do it)

- Debug options

- Versions control

- User permissions

- Manage all your event / tag in one place

So, what's different ?

Wo

Wo

Wo

Next steps

Becoming a Google Partner

Copy of Analytics

By Matt Lane

Copy of Analytics

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