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Google Users' Great Event New York 2011

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Google Users' Great Event New York 2011

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Mythbusting Google Analytics - debunking a few myths about Google Analytics, supported by market research and concluding with an intro of the Online Analytics Maturity Model.

Mythbusting Google Analytics - debunking a few myths about Google Analytics, supported by market research and concluding with an intro of the Online Analytics Maturity Model.

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  • Top 500 retail sites: 2008 was 78%
  • Basically, GA is found on more sites then all of the other vendors put together – are they all stupid?
  • Basically, GA is found on more sites then all of the other vendors put together – are they all stupid?
  • security
  • security
  • Data ownership
  • Best of suite vs best of class
  • Open & standardAPI, REST, ODBC, imports… vs rich ecosystem of 3rd party solutions
  • GAPE: G only in Canada, UK, USContact CP for world!
  • I’ve been teaching the UBC Award of Achievement in Web Analytics to nearly 600 students. So I thought it would be useful to look back at some definitions.What is analytics? “science of analysis” is too simple…Key elements: “optimal AND (not OR!) realistic” – we know what’s best, but we’re “constrained” in some ways (think any of the business success criteria!)
  • I’ve been teaching the UBC Award of Achievement in Web Analytics to nearly 600 students. So I thought it would be useful to look back at some definitions.What is analytics? “science of analysis” is too simple…Key elements: “optimal AND (not OR!) realistic” – we know what’s best, but we’re “constrained” in some ways (think any of the business success criteria!)
  • You claim to be “analysts”, right?Don’t you think business optimization is much more complex than your own job?How can you expect to optimize business processes if you can’t even optimize your own job and keep complaining “it’s hard?”How can you build trust & confidence from management?
  • I decided to do something about it – and it’s been two years since I started to look at what/why are some organizations successful at web analytics while so many others fail.We need to understand how we can go from ad hob, where everything we do is new and unknown, to a much more disciplined and mature approach to analytics.
  • Presence of a clear job role is a demonstration of management support, clear governance and progress toward adoption of a data driven culture.Systematically, in the dozen or so models studied, this aspect is the most important element of success.
  • “How you measure success depends how you define success” – Jim Sterne
  • The size of the playing field – one is your backyard, some fun… the other is far away, more expensive, requires more guts and committment
  • It’s about people… (later on process & technology)Are you a reporting squirrel trying to save your nuts?
  • It’s about the process…
  • As Management, Governance and Adoption is the most important, this is actually the least important one!(vendors won’t like this!)“A bad carpenter with a good hammer is still a bad carpenter”…It’s not the tool you have… it’s you ability to properly use the tool.
  • Do a self-assessment – contribute to the evolution of OAMM and see what is your footprint (in beta)

Transcript

  • 1. Stéphane Hamel Director, Strategic Services Cardinal Path @SHamelCP Copyright © 2009-2011 Stéphane HamelCredit: Mythbusters is copyright, Discovery Communications LLC
  • 2. StatsFactsTakeaways
  • 3. Use of web analytics Top 500 Retail Sites Fortune 500Source: InternetRetailer.com & Money.CNN.comDate: October 2011Methodology:builtwith.com & Ghostery.com
  • 4. Top 500 Retail Sites 64% Three years ago, GA was found on 43% of Top 500 Retail Sites 33% 19% 3% 3%Source: InternetRetailer.com Note: sum is over 100% because of “double dipping”Date: October 2011Methodology: data from BuiltWith.com & Ghostery.com
  • 5. Fortune 500 45% GA has more presence than all other vendors combined! 24% 9% 5% 2% othersSource: Money.CNN.com Note: sum is over 100% because of “double dipping”Date: October 2011Methodology:Ghostery.com
  • 6. Web Analytics Double Dipping Ratio (Retail) 33% 31% 24% Oct 2008 Feb 2010 Oct 2011Source: InternetRetailer.comDate: October 2011Methodology: data from BuiltWith.com
  • 7. StatsFactsTakeaways
  • 8. Google Analytics Premium Processing Dedicated Power Support Advanced Analysis Features SLAsGetting To Know Google Analytics Premiumhttp://goo.gl/0tzcZ
  • 9. Google Analytics Premium Processing Dedicated Power Support Alex Langshur Advanced Analysis Features SLAsGetting To Know Google Analytics Premiumhttp://goo.gl/0tzcZ
  • 10. Data ownership  No data-sharing without consent  Data sharing settings  User control over data “Users own their Google Analytics data” Copyright © 2009-2011 Stéphane HamelPicture credit: stock.xchng
  • 11. Unified Digital Analytics “Google struggles to integrate across Facebook, Apple/iOS, Microsoft SharePoint, etc.” Web Analytics Social Analytics Video Analytics A/B & MVT CMS Campaigns Search Merchandising Surveys Walk the dogPicture credit: stock.xchng
  • 12. Open Data and Standards “Open APIs and support for REST, ODBC Web Services and other industry standards let you seamlessly get data out” Copyright © 2009-2011 Stéphane HamelPicture credit: stock.xchng
  • 13. Sampling, slicing & dicing “Dimension limits hamstring marketers when they expand”  1,000,000,000 hits per month  1,000,000 rows of data per day  Sampling at 50 millions visits  50 custom variables Copyright © 2009-2011 Stéphane HamelPicture credit: stock.xchng
  • 14. Expertise, SLAs + World-Class Support “when our Customer Support team helps a customer solve a problem, we don’t write a blog post about it” Copyright © 2009-2011 Stéphane HamelPicture credit: stock.xchng
  • 15. Enterprise concerns “Google Analytics Premium still lags enterprise competitors in several areas such as data integration, administration, and data processing” Copyright © 2009-2011 Stéphane HamelPicture credit: stock.xchng
  • 16. It’s the tools fault!Picture credit: stock.xchng
  • 17. Copyright © 2009-2011 Stéphane Hamel
  • 18. StatsFactsTakeaways
  • 19. Analytics: the science of analysis How a business arrives at an optimal and realistic decision based on existing data.Adapted from Wikipedia
  • 20. Analysis The process of breaking a complex topic into smaller parts to gain a better understanding of it.Adapted from Wikipedia
  • 21. Online Analytics Maturity ModelKey Process Areas Management, Governance, A doption 5 4 Tools, Technolo 3 gy & Data Objectives Integration 2 1 0 Continuous Improvement Scope Process & Methodology Team & Expertise
  • 22. 1. MANAGEMENT, GOVERNANCE & ADOPTIONCredit: stock.xchng
  • 23. 2. OBJECTIVES Copyright © 2009-2011 Stéphane HamelCredit: stock.xchng
  • 24. 3. SCOPECredit: stock.xchng
  • 25. 4. TEAM AND EXPERTISE Copyright © 2009-2011 Stéphane HamelCredit: stock.xchng
  • 26. 5.CONTINUOUS IMPROVEMENT PROCESS & ANALYSIS METHODOLOGY Copyright © 2009-2011 Stéphane HamelCredit: stock.xchng
  • 27. 6. LEVERAGING THE TOOLS, TECHNOLOGY & DATA INTEGRATION
  • 28.  Get down to earth Fix your issues Gain experience Maintain balance Copyright © 2009-2011 Stéphane Hamel
  • 29. StatsFactsTakeawaysAssignment!
  • 30. Self assessment tool immeria.net/oamm
  • 31. Stéphane HamelDirector of Strategic Servicesshamel@cardinalpath.com Quebec City, QC, Canada Twitter @SHamelCP www.CardinalPath.com