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Analytics:
What You Want To Know!
Anthony Altieri
Because there are no facts, there is no truth…
just data to be manipulated.
I can get you any result you like!
What’s it w...
I scream!
!
You scream
!
We all
scream…
‘Cause
Ice Cream is EEEEVIL!!
• Ice cream causes violent crime!
!
• A spike in ice cream sales almost
always precedes an i...
Or not…
• Increasing temperatures precede spikes in ice
cream sales
!
• Increasing temperatures precede spikes violent
cri...
Or not…
• You must have a complete data set
!
!
• Correlation does not equal Causation
!
!
• Common sense is the greatest ...
OnceuponamidnightdrearywhileIponderedweakandwearyOvermanyaquaintandcuriousvolumeofforgottenloreWhileInoddednearlynappingsu...
Smart Data!
• Think about the data you will
NEED
• Think about the data you will
USE
• Think about HOW you will use
that d...
Start with a question
?
One Course -
Many Questions!
• Library - How many people completed?
• Instructor - How many people enrolled?
• Content Dev...
Build your analytics “backwards”
• Start with a set of questions, then gather the data
you need to answer what questions y...
Build your analytics “backwards”
• Revisit your analytics design and make changes as
needed
!
• NOTE: Don’t base your stra...
Never Ignore the
Butterfly Effect!
• Your usage may be effected (up and down) by any
number of outside forces
!
• If you s...
Take your time…
• Trends don’t happen overnight
!
• Make sure you are comparing congruent segments
of time
!
• Almost ever...
• FREE
• Very easy to track page views
• Easily track where your users
are coming from
(geographically)
• Google provides ...
• Tracking is aggregated across
all users*
• GA does not allow you to track
a specific user
• Tracking events is easy…ish
•...
<script>
(function(i,s,o,g,r,a,m)
{i['GoogleAnalyticsObject']=r;i[r]=i[r]||
function(){(i[r].q=i[r].q||
[]).push(arguments...
Page Views
• Page views will tell you EXACTLY that - How many
times the pages were viewed
• A page view does not mean the ...
Event Driven Data
• Video playback
• Button clicks
• Drag n’ drops
• Whatever you can think of!
<script>
playcount = 0;
var url = window.location.pathname;
var filename = url.substring(url.lastIndexOf('/')+1, url.lastI...
<script>
var conf = {
"endpoint" : “https://example.com/lrsi/“,
"auth" : "Basic " + toBase64('xapi-tools:xapi-tools'),};
v...
<script>
var conf = {
"endpoint" : “https://example.com/lrsi/“,
"auth" : "Basic " + toBase64('xapi-tools:xapi-tools'),};
v...
Tracking across devices
• How many users are coming from mobile devices?
• How many are mixing devices?
• Does it matter?
<script src=“./js/md5.js"></script> //https://code.google.com/p/crypto-js/
<script>
(function(i,s,o,g,r,a,m){i['GoogleAnal...
<script>
var conf = {
"endpoint" : “https://example.com/lrsi/“,
"auth" : "Basic " + toBase64('xapi-tools:xapi-tools'),};
v...
Building a Profile
• Where are your users
coming from?
• What devices do they
use?
• Which browsers or
OS?
• What parts of...
Do…
• Start with a question
• “How many students are
taking my course?”
!
• Loot at your content, and find
out where the d...
http://adlnet.github.io/xapi-lab/
Used to build xAPI statements you can copy and paste into your
code
!
http://adlnet.gith...
Go ahead and enjoy a
frozen treat!
http://xkcd.com/552/
Analytics: What You Want To Know
!
Anthony Altieri
altierian@gmail.com
@aa_altieri
Analytics: What You Want to Know
Analytics: What You Want to Know
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Analytics: What You Want to Know

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Focusing on Google Analytics and the new eXperience API, this presentation will show you how to gather usage information from your content. You'll see how to track events in your content as well as what browsers are used when visiting your sites.

We will also look at considerations in building your analytics strategy to ensure you gather what you need and what you will be able to USE.

This presentation was given on March 24th at the eLearning Guild's Learning Solution conference in Orlando, Florida.

Published in: Technology
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Analytics: What You Want to Know

  1. 1. Analytics: What You Want To Know! Anthony Altieri
  2. 2. Because there are no facts, there is no truth… just data to be manipulated. I can get you any result you like! What’s it worth to you? ! —Don Henley In the Garden of Allah
  3. 3. I scream! ! You scream ! We all scream…
  4. 4. ‘Cause Ice Cream is EEEEVIL!! • Ice cream causes violent crime! ! • A spike in ice cream sales almost always precedes an increase in violent crime! ! • This has been recorded in cities all over the country!
  5. 5. Or not… • Increasing temperatures precede spikes in ice cream sales ! • Increasing temperatures precede spikes violent crime ! • It’s more likely that the higher temps cause both*
  6. 6. Or not… • You must have a complete data set ! ! • Correlation does not equal Causation ! ! • Common sense is the greatest Data Filter!
  7. 7. OnceuponamidnightdrearywhileIponderedweakandwearyOvermanyaquaintandcuriousvolumeofforgottenloreWhileInoddednearlynappingsu ddenlytherecameatappingAsofsomeonegentlyrappingrappingatmychamberdoorTissomevisiterImutteredtappingatmychamberdoorOnlythisa ndnothingmoreAhdistinctlyIrememberitwasinthebleakDecemberAndeachseparatedyingemberwroughtitsghostuponthefloorEagerlyIwishedth emorrowvainlyIhadsoughttoborrowFrommybookssurceaseofsorrowsorrowforthelostLenoreFortherareandradiantmaidenwhomtheangelsna meLenoreNamelesshereforevermoreAndthesilkensaduncertainrustlingofeachpurplecurtainThrilledmefilledmewithfantasticterrorsneverfeltbe foreSothatnowtostillthebeatingofmyheartIstoodrepeatingTissomevisiterentreatingentranceatmychamberdoorSomelatevisiterentreatingentra nceatmychamberdoorThisitisandnothingmorePresentlymysoulgrewstrongerhesitatingthennolongerSirsaidIorMadamtrulyyourforgivenessIim ploreButthefactisIwasnappingandsogentlyyoucamerappingAndsofaintlyyoucametappingtappingatmychamberdoorThatIscarcewassureIhear dyouhereIopenedwidethedoorDarknessthereandnothingmoreDeepintothatdarknesspeeringlongIstoodtherewonderingfearingDoubtingdrea mingdreamsnomortaleverdaredtodreambeforeButthesilencewasunbrokenandthedarknessgavenotokenAndtheonlywordtherespokenwasthe whisperedwordLenoreThisIwhisperedandanechomurmuredbackthewordLenoreMerelythisandnothingmoreBackintothechamberturningallmy soulwithinmeburningSoonagainIheardatappingsomewhatlouderthanbeforeSurelysaidIsurelythatissomethingatmywindowlatticeLetmeseethe nwhatthereatisandthismysteryexploreLetmyheartbestillamomentandthismysteryexploreTisthewindandnothingmoreOpenhereIflungtheshutte rwhenwithmanyaflirtandflutterIntheresteppedastatelyRavenofthesaintlydaysofyoreNottheleastobeisancemadehenotaminutestoppedorstaye dheButwithmienoflordorladyperchedabovemychamberdoorPercheduponabustofPallasjustabovemychamberdoorPerchedandsatandnothing moreThenthisebonybirdbeguilingmysadfancyintosmilingBythegraveandsterndecorumofthecountenanceitworeThoughthycrestbeshornandsh aventhouIsaidartsurenocravenGhastlygrimandancientRavenwanderingfromtheNightlyshoreTellmewhatthylordlynameisontheNightsPlutonia nshoreQuoththeRavenNevermoreMuchImarvelledthisungainlyfowltoheardiscoursesoplainlyThoughitsanswerlittlemeaninglittlerelevancybor eForwecannothelpagreeingthatnolivinghumanbeingEveryetwasblessedwithseeingbirdabovehischamberdoorBirdorbeastuponthesculptured bustabovehischamberdoorWithsuchnameasNevermoreButtheRavensittinglonelyontheplacidbustspokeonlyThatonewordasifhissoulinthaton ewordhedidoutpourNothingfurtherthenheutterednotafeatherthenheflutteredTillIscarcelymorethanmutteredOtherfriendshaveflownbeforeOnth emorrowhewillleavemeasmyhopeshaveflownbeforeThenthebirdsaidNevermoreStartledatthestillnessbrokenbyreplysoaptlyspokenDoubtless saidIwhatituttersisitsonlystockandstoreCaughtfromsomeunhappymasterwhomunmercifulDisasterFollowedfastandfollowedfastertillhissongs oneburdenboreTillthedirgesofhisHopethatmelancholyburdenboreOfNevernevermoreButtheRavenstillbeguilingallmysadsoulintosmilingStraig htIwheeledacushionedseatinfrontofbirdandbustanddoorThenuponthevelvetsinkingIbetookmyselftolinkingFancyuntofancythinkingwhatthiso minousbirdofyoreWhatthisgrimungainlyghastlygauntandominousbirdofyoreMeantincroakingNevermoreThisIsatengagedinguessingbutnosyll ableexpressingTothefowlwhosefieryeyesnowburnedintomybosomscoreThisandmoreIsatdiviningwithmyheadateaserecliningOnthecushionsv elvetliningthatthelamplightgloatedoerButwhosevelvetvioletliningwiththelamplightgloatingoerSheshallpressahnevermoreThenmethoughtthea irgrewdenserperfumedfromanunseencenserSwungbyseraphimwhosefootfallstinkledonthetuftedfloorWretchIcriedthyGodhathlenttheebythes eangelshehathsenttheeRespiterespiteandnepenthefromthymemoriesofLenoreQuaffohquaffthiskindnepentheandforgetthislostLenoreQuotht heRavenNevermoreProphetsaidIthingofevilprophetstillifbirdordevilWhetherTemptersentorwhethertempesttossedtheehereashoreDesolateye tallundauntedonthisdesertlandenchantedOnthishomebyHorrorhauntedtellmetrulyIimploreIsthereistherebalminGileadtellmetellmeIimploreQu oththeRavenNevermoreProphetsaidIthingofevilprophetstillifbirdordevilBythatHeaventhatbendsaboveusbythatGodwebothadoreTellthissoulw ithsorrowladenifwithinthedistantAidennItshallclaspasaintedmaidenwhomtheangelsnameLenoreClasparareandradiantmaidenwhomtheangel snameLenoreQuoththeRavenNevermoreBethatwordoursignofpartingbirdorfiendIshriekedupstartingGettheebackintothetempestandtheNight sPlutonianshoreLeavenoblackplumeasatokenofthatliethysoulhathspokenLeavemylonelinessunbrokenquitthebustabovemydoorTakethybeak fromoutmyheartandtakethyformfromoffmydoorQuoththeRavenNevermoreAndtheRavenneverflittingstillissittingstillissittingOnthepallidbustof PallasjustabovemychamberdoorAndhiseyeshavealltheseemingofademonsthatisdreamingAndthelamplightoerhimstreamingthrowshisshado wonthefloorAndmysoulfromoutthatshadowthatliesfloatingonthefloorShallbeliftednevermore —E.A. Poe Big Data!
  8. 8. Smart Data! • Think about the data you will NEED • Think about the data you will USE • Think about HOW you will use that data • Think about WHO will consume that data
  9. 9. Start with a question ?
  10. 10. One Course - Many Questions! • Library - How many people completed? • Instructor - How many people enrolled? • Content Developer - How many people completed all the activities? • Media Editor - How many people watched the videos? • Instructional Designer - How did people do on the exams? • LMS Admin - How many people took the course and how long did it take? • Product Manager - What’s the bottom line?
  11. 11. Build your analytics “backwards” • Start with a set of questions, then gather the data you need to answer what questions you can ! • Look at your content to see where that data is hiding
  12. 12. Build your analytics “backwards” • Revisit your analytics design and make changes as needed ! • NOTE: Don’t base your strategy on what a given tool can tell you. Define the goals, and pick the tools that help you get there!
  13. 13. Never Ignore the Butterfly Effect! • Your usage may be effected (up and down) by any number of outside forces ! • If you see sudden changes in trends, or spikes check: • Sales history • Maintenance logs • The news!
  14. 14. Take your time… • Trends don’t happen overnight ! • Make sure you are comparing congruent segments of time ! • Almost every market has a “season” Make sure to include on- and off-season periods
  15. 15. • FREE • Very easy to track page views • Easily track where your users are coming from (geographically) • Google provides a very good interface and admin tool for monitoring and reporting • You can pull user browser, OS, and platform very easily • You need an LRS • Easy…ish to track page views • Geolocation requires special code in content • You need to pay for a reporting platform, or code your own reports • Environment info requires special code in content
  16. 16. • Tracking is aggregated across all users* • GA does not allow you to track a specific user • Tracking events is easy…ish • Google DOES have some limits on how much it will collect • GA stores aggregated data on their server • GA has no impact on how you launch your content • Easily collect data at very granular levels • You can track a single user through an entire stream • Tracking events is easy…ish • You can collect however much data your server can store • You can store the data on your own server • Bonus: xAPI also allows you to launch your content from outside your LMS
  17. 17. <script> (function(i,s,o,g,r,a,m) {i['GoogleAnalyticsObject']=r;i[r]=i[r]|| function(){(i[r].q=i[r].q|| []).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),m=s.getEleme ntsByTagName(o) [0];a.async=1;a.src=g;m.parentNode.insert Before(a,m)})(window,document,'script','// www.google-analytics.com/ analytics.js','ga'); ! ga('create', 'UA-XXXX-Y', 'auto'); ga('send', 'pageview'); </script> <script> var conf = { "endpoint" : “https://example.com/lrsi/“, "auth" : "Basic " + toBase64('xapi-tools:xapi-tools'),}; var url = window.location.pathname; ADL.XAPIWrapper.changeConfig(conf); function page_view() { statement = {"actor": { "mbox": "mailto:anthony.altieri@redcross.org", "objectType": "Agent"}, "verb": {"id": “http://example.com/xapi/verbs/ launched", "display": { "en-US": "launched"} }, "object": {"id": URL, "definition": {"name": {"en-US": "Hello World"}, "description": {"en-US": "Example activity description"}}, "objectType": "Activity"}}}; ADL.XAPIWrapper.sendStatement(statement); return false;} </script>
  18. 18. Page Views • Page views will tell you EXACTLY that - How many times the pages were viewed • A page view does not mean the user DID anything on the page (watch a video, complete an activity, etc…) • You can guestimate the number of users based on number of GA sessions • GA defines a user as a visit from the same browser at the same IP address using the same cookie • xAPI will report however you tell it to.
  19. 19. Event Driven Data • Video playback • Button clicks • Drag n’ drops • Whatever you can think of!
  20. 20. <script> playcount = 0; var url = window.location.pathname; var filename = url.substring(url.lastIndexOf('/')+1, url.lastIndexOf('.')); jwplayer().onPlay( function(event){ if (playcount == 0){ playcount++; ga('send', 'event', { 'eventCategory': 'video', 'eventAction': 'play', 'eventLabel': filename });}}); </script>
  21. 21. <script> var conf = { "endpoint" : “https://example.com/lrsi/“, "auth" : "Basic " + toBase64('xapi-tools:xapi-tools'),}; var url = window.location.pathname; ADL.XAPIWrapper.changeConfig(conf); function page_view() { statement = {"actor": { "mbox": "mailto:anthony.altieri@redcross.org", "objectType": "Agent"}, "verb": {"id": “http://example.com/xapi/verbs/launched", "display": { "en-US": "launched"} }, "object": {"id": URL, "definition": {"name": {"en-US": "Hello World"}, "description": {"en-US": "Example activity description"}}, "objectType": "Activity"}}}; ADL.XAPIWrapper.sendStatement(statement); return false;} </script>
  22. 22. <script> var conf = { "endpoint" : “https://example.com/lrsi/“, "auth" : "Basic " + toBase64('xapi-tools:xapi-tools'),}; var url = window.location.pathname; ADL.XAPIWrapper.changeConfig(conf); function page_view() { statement = {"actor": { "mbox": "mailto:anthony.altieri@redcross.org", "objectType": "Agent"}, "verb": {"id": “http://example.com/xapi/verbs/played", "display": { "en-US": "played"} }, "object": {"id": URL, "definition": {"name": {"en-US": "Hello World Video"}, "description": {"en-US": "Example activity description"}}, "objectType": "Activity"}}}; ADL.XAPIWrapper.sendStatement(statement); return false;} </script>
  23. 23. Tracking across devices • How many users are coming from mobile devices? • How many are mixing devices? • Does it matter?
  24. 24. <script src=“./js/md5.js"></script> //https://code.google.com/p/crypto-js/ <script> (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m) })(window,document,'script','//www.google-analytics.com/analytics.js','ga'); ! var scOBJ = parent.persistence_frame.objSCORM; var sn = CryptoJS.MD5(scOBJ.getStudentID()); ga('create', 'UA-123456789-1', { 'userId': sn }); ga('send', 'pageview'); ! </script> ! *NOTE* Google Terms of Use do NOT allow sending Personally identifiable information… So you must obfuscate email addresses or other similar tags
  25. 25. <script> var conf = { "endpoint" : “https://example.com/lrsi/“, "auth" : "Basic " + toBase64('xapi-tools:xapi-tools'),}; var url = window.location.pathname; ADL.XAPIWrapper.changeConfig(conf); function page_view() { statement = {"actor": { "mbox": "mailto:anthony.altieri@redcross.org", "objectType": "Agent"}, "verb": {"id": “http://example.com/xapi/verbs/played", "display": { "en-US": "played"} }, "object": {"id": URL, "definition": {"name": {"en-US": "Hello World Video"}, "description": {"en-US": "Example activity description"}}, "objectType": “Activity"} }, "context": { "platform": "Chrome 41.1.2.3.4/Macintosh OS X 10.9.5" }}}; ADL.XAPIWrapper.sendStatement(statement); return false;} </script>
  26. 26. Building a Profile • Where are your users coming from? • What devices do they use? • Which browsers or OS? • What parts of the content do they use most? • When are they using your content?
  27. 27. Do… • Start with a question • “How many students are taking my course?” ! • Loot at your content, and find out where the data is hiding ! • Figure out what you need to show, then see if that tool will do it for you. If not, find one does! Don’t… • Start with a conclusion, and try to prove it! • “Everyone passes my course!” ! • NEVER base your strategy on what the tool “allows” you to do
  28. 28. http://adlnet.github.io/xapi-lab/ Used to build xAPI statements you can copy and paste into your code ! http://adlnet.github.io/xapi-statement-viewer/ An LRS you can use for testing statement results. *NOTE* ANYONE can see your statements, don’t send anything private or inappropriate ! http://adlnet.github.io/xapi-cohorts/season-3/tutorials/xapi-wrapper/ xapi-your-html/intro.html A great example of how to use xAPI for reporting test answers and results
  29. 29. Go ahead and enjoy a frozen treat!
  30. 30. http://xkcd.com/552/ Analytics: What You Want To Know ! Anthony Altieri altierian@gmail.com @aa_altieri

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