Super Week Review
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Nicole Pucala, "Super Week Review" from Web Analytics Wednesday Poland (19.03.2014, Warsaw)

Nicole Pucala, "Super Week Review" from Web Analytics Wednesday Poland (19.03.2014, Warsaw)

Key learnings from European Data Analytics Summit: Super Week, Hungdary

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Super Week Review Presentation Transcript

  • 1. Online Intelligence Solutions
  • 2. ONLINE INTELLIGENCE SOLUTIONS © ALL RIGHTS RESERVED - 2014 AGENDA REVIEW OF THE FOLLOWING SPEAKERS:  Avinash Kaushik  Jeff Sauer  Peter O‘Neill  Aurelie Pols  Julien Coquet  Simo Ahava  Take Away‘s from Superweek Link to superweek presentations: https://www.dropbox.com/sh/pskzb4hsn98mpnd/XZ1A5WPvJZ Thanks to: @duracelltomi
  • 3. ONLINE INTELLIGENCE SOLUTIONS © ALL RIGHTS RESERVED - 2014 UPGRADIA Definition: Driven by consumers' thirst for quicker, more seamless access to the new (in ways that are cheaper, more sustainable and more participatory) and facilitated by emerging technologies, the constant stream of upgrades and iterations typical of the digital ecosystem is coming to the world of physical objects.
  • 4. ONLINE INTELLIGENCE SOLUTIONS © ALL RIGHTS RESERVED - 2014 STRUCTURE SENSOR CLIP-ON SENSOR TURNS IOS DEVICE INTO 3D SCANNER Source: http://techcrunch.com/2013/09/17/occipitals-new-structure-sensor-turns-your-ipad-into-a-mobile-3d-scanner/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Techcrunch+%28TechCrunch%29
  • 5. ONLINE INTELLIGENCE SOLUTIONS © ALL RIGHTS RESERVED - 2014 SUPERWEEK HUNGARY 2014 IT WAS AMAZING – AND SO WAS THE CROWD ;-)
  • 6. ONLINE INTELLIGENCE SOLUTIONS © ALL RIGHTS RESERVED - 2014 SPEAKERS Simo Peter Avinash Julien Jeff Aurelie
  • 7. ONLINE INTELLIGENCE SOLUTIONS © ALL RIGHTS RESERVED - 2014 AVINASH KAUSHIK blog@kaushik.net @avinash www.kaushik.net
  • 8. ONLINE INTELLIGENCE SOLUTIONS © ALL RIGHTS RESERVED - 2014 JEFF SAUER Jeff.sauer@gmail.com @jeffsauer www.jeffalytics.com
  • 9. Landing Page As Keyword Proxy Not Perfect, but Much Better! http://moz.com/blog/proving-seo-value-in-google-analytics
  • 10. Not Provided Kit Not Provided Kit: http://notprovidedkit.com/
  • 11. ONLINE INTELLIGENCE SOLUTIONS © ALL RIGHTS RESERVED - 2014 PETER O‘NEILL peteroneill@l3analytics.com @peter_oneill www.l3analytics.com
  • 12. The idea behind “See This Do That” Analytics  I believe analysts need to change our focus  Originally we asked – what data do you need?  We evolved to – What are your business questions?  Now I think the question should be: What actions can you take? o What insights do you need to inform those actions? o What data do we need to provide those insights? o How can we give you the insights you need in a way that you can act upon them? Analytics is useful at the point where users are able to act upon the insights
  • 13. So how does “See This, Do That” work? The See This, Do That approach o It is tool and data source agnostic o Users request the report o They have necessary training to interpret the report o They are able to act immediately upon insights Examples of See This, Do That business actions 1. Fix broken links 2. Promote product/content on social media 3. Feature product/content on homepage 4. Feature product/content on navigation pages 5. Adjust a product’s description, price, image 6. Adjust a content piece’s heading, image
  • 14. ONLINE INTELLIGENCE SOLUTIONS © ALL RIGHTS RESERVED - 2014 AURELIE POLS aurelie@mindyourgroup.com @aureliepols www.mindyourgroup.com
  • 15. Techno security is just 1 piece of the puzzle Data Collection Processes Resources
  • 16. Remember! Human error causes most data breaches Source: http://www.cooldailyinfographics.com/post/data-and-security-breaches
  • 17. ONLINE INTELLIGENCE SOLUTIONS © ALL RIGHTS RESERVED - 2014 JULIEN COQUET julien.coquet@gmail.com @juliencoquet www.hub-sales.fr
  • 18. ONLINE INTELLIGENCE SOLUTIONS © ALL RIGHTS RESERVED - 2014 No more IT intervention! • Independence from IT • Place the tag once. • Goodbye IT! • Profit ? Marketing execs can use it! • It's easy, just click • Workflow, yay • Access rights • Control agencies Tag and forget • Tagging will auto- magically follow site evolutions • My data layer is bulletproof! • My reports will contain the data I need Tag Management makes promises it cannot keep
  • 19. ONLINE INTELLIGENCE SOLUTIONS © ALL RIGHTS RESERVED - 2014 Give IT some love <3 • Involve IT early • Consult them for feasibility • Keep them in the loop for future deployments Marketing execs can use it! • Create actual workflows and processes • Enforce them! • Train your team • Seek professional help Quality > Quantity • Data quality is the new conversion rate • Get a super tight tagging plan • Define quality assurance processes • Automate QA SOLUTIONS
  • 20. ONLINE INTELLIGENCE SOLUTIONS © ALL RIGHTS RESERVED - 2014 SIMO AHAVA sahava@netbooster.com @simoahava www.netbooster.com
  • 21. ONLINE INTELLIGENCE SOLUTIONS © ALL RIGHTS RESERVED - 2014 CIRCUMSTANCE How do circumstances affect online behavior?
  • 22. ONLINE INTELLIGENCE SOLUTIONS © ALL RIGHTS RESERVED - 2014 GOOGLE TAG MANAGER document.cookie = ”session=1” 192.168.1. 1 1. Visitor arrives on website 2. A custom cookie is used to see if page is first in a session. If yes, proceed, if no, abort 3. Identify the IP address of the visitor 4. Get longitude and latitude values of the visitor’s location using the IP (Maxmind) 5. Use longitude and latitude to poll for weather conditions at the location (OpenWeather). Parse the JSON data, and push it into the data layer 6. Send data to Google Analytics using non-interaction event and visit-scope custom dimension
  • 23. ONLINE INTELLIGENCE SOLUTIONS © ALL RIGHTS RESERVED - 2014 : http://www.simoahava.com/web-development/universal-analytics-weather-custom-dimension/ GOOGLE ANALYTICS
  • 24. Online Intelligence Solutions LEARNINGS
  • 25. Visualisations First: Top-Layer analysis – then digg deeper Unilever had to train 189!!!!! Agencies globally Action, action, action!!! Give non-Analytics the chance to act immediately Reports have to be useable for company internal recipients People who have experience, will show you the short-cut
  • 26. ONLINE INTELLIGENCE SOLUTIONS © ALL RIGHTS RESERVED - 2014 NICOLE PUKALA nicole.pukala@atinternet.com @nicolepukala www.atinternet.com
  • 27. Online Intelligence Solutions KÖSÖNÖM