2014 Micro Experiments with Google Tools by Luigi Reggiani

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2014 Micro Experiments with Google Tools by Luigi Reggiani

  1. 1. › Measure, Understand, Act Micro Experiments, with Google Tools Luigi Reggiani - Head of Analytics, Conversions & Attribution, Google
  2. 2. 1 Introduction Always BeTesting
  3. 3. Google Search
  4. 4. Youtube
  5. 5. Google AdWords
  6. 6. Google Play
  7. 7. Google Glass
  8. 8. May 2014
  9. 9. We do more than xxxx Experiments/Year
  10. 10. Put the user first and everything else will follow ” “
  11. 11. 8 seconds* * Average time user takes to decide if they leave a site
  12. 12. 34 hours* * Average time user takes to purchase after a first click
  13. 13. 5% / 95% * * 5% of Apps users generate 95% of IAP
  14. 14. UX matters * * a lot
  15. 15. The obvious is not always the most effective
  16. 16. Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, Test, Iterate, You got it ...
  17. 17. 2 MeasureYou can’t optimize what you can’t measure
  18. 18. Google Analytics, at a glance01 BehaviorAcquisition Conversion › Google Analytics allows you deep insights into your website/Apps traffic, your marketing effectiveness and your Digital Assets Performance.
  19. 19. Made for the Web02 › Google Analytics works for all your Digital Assets, no matter if Users access them via Desktops or via Mobile as soon as the client can execute Javascript ... This is a very big mobile device
  20. 20. All Acquisition KPIs in one place03
  21. 21. Contents performance04
  22. 22. Ecommerce, Conversions, etc ...05
  23. 23. What else ?06 250+Dimensions & Metrics
  24. 24. Really ?07 Yes !and for free
  25. 25. Can we get more ?08 86% of mobile time is spent in apps
  26. 26. The lifecycle of an App09 Market an appDevelop an app Measure and iterate
  27. 27. There’s a SDK for that ...10 Android & iOS
  28. 28. Mobile Apps Acquisition11
  29. 29. Screens Flow11
  30. 30. Users Loyalty & LTV12
  31. 31. And much more ...13
  32. 32. Much2 more ...14 Audience Data (Age, Gender, Interests, In-market Segments) Bonus #1
  33. 33. Much3 more ...14 Introducing Universal Analytics The next generation of GA Mobile Web & App* Game Console TV Set-Top-Box Point of Sales Desktop Website * Works for Windows phones too ! Bonus #2
  34. 34. Much4 more ...14 Introducing User-iD Understand xDevice experience of users Bonus #3
  35. 35. 3 UnderstandImprove your knowledge of individual customers
  36. 36. 65’000’000* * Gigabytes of Data created during this session
  37. 37. All users are equal, some more than others01 Not engaged or monetized Monetized but not engaged Engaged but not monetized Engaged and monetized Monetization Engagement
  38. 38. Understanding User acquisition is critical02
  39. 39. Get a sense of User Engagement03
  40. 40. Send us data about the things you care about03 Events Player moved from Level 1 to Level 2 Player unlocked achievement Transactions Revenue per transaction Revenue per item Custom data Levels High score
  41. 41. Get your own metrics04
  42. 42. Metrics you care about ...05
  43. 43. Use Segmentation Feature06
  44. 44. And focus ...06
  45. 45. We are unique07
  46. 46. But still ...08 If we are unique, there are common patterns that we can find and that can help you optimize your assets to deliver the best user experience. Not everything can be customized yet for each individual and this opens great opportunities. Through deep statistical analysis you can increase UX, profitability, and reach success. Machine Learning can be a great help as we can’t always afford to use panels or long UX researches to find the sweet spot. I don’t know if you were able to read till that part of the text, but there’s something else I’d like to tell you: Be restless. Constantly look for ways to evolve, to do more, to improve and most of all to enjoy life.
  47. 47. 4 Act Optimize, Monetize, Personalize
  48. 48. Campaigns experiments* * Available in Google AdWords Optimize your Campaigns01
  49. 49. AdWords campaign Experiments02 › Up to 1,000 experimental changes to campaign's keywords, bids or Ads
  50. 50. Optimize your contents04 Content experiments* * Available in Google Analytics
  51. 51. A/B/n Testing with 95% confidence04 › Enjoy our Multi-armed Bandit Experiment tool › Works Client-side/Server Side and even for Mobile Apps
  52. 52. Optimize your Monetization (1)05 Ad experiments* * Available in Google Adsense & Admob © Tom Fishburne
  53. 53. Optimize your Monetization (1)06 › Adsense Experiments › Admob Mediation
  54. 54. Optimize your Monetization (2)07 Increase your Agility * Available through Google Tag manager
  55. 55. The App Problem ...08 Once you ship your mobile app, it is locked in... … and stuck.
  56. 56. Introducing GTM for Apps09 GTM APP 1.1 APP 1.1 APP 1.1 APP 1.1 near real-time app reconfiguration
  57. 57. Configure nearly everything10 AD VALUES frequency duration type location UI SETTINGS colors names layouts enable features on an ad hoc basis NETWORK SETTINGS timeouts hostnames CONTENT URLs for help URLs for manual URLs for demo GAMEPLAY VALUES rewards and upsells number of lives in-game events level of difficulty specs. MISCELLANEOUS message-of-the-day greeting
  58. 58. Use your CRM Data11 Female 23 years oldUser-id-3456789 › in GTM as variables › in GA for reporting
  59. 59. Personalize Flow & Content12 Not engaged or monetized Monetized but not engaged Engaged but not monetized Engaged and monetized Monetization Engagement
  60. 60. Key Takeaways13 ›Put the user first ›Measure everything ›Focus on what matters ›Act on Measurement
  61. 61. ›We should do this again sometime. Until then … Take care & Enjoy Life ! @LuigiReggiani Thank You

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