Google Confidential and Proprietary
HOME & BEST PRACTICES
DANIEL WAISBERG - ANALYTICS ADVOCATE
SNOOKER
Source: http://goo.gl/cKrxZ
ANALYTICS HOME
Google Confidential and Proprietary
1. THE PROCESS
http://www.bonkersworld.net/building-software/
Google Confidential and Proprietary
WHAT IS WEB ANALYTICS?
Google Confidential and Proprietary
A WEB ANALYTICS PROCESS
Source: Data Points by Nathan Yau
Google Confidential and Proprietary
2. THE ORGANIZATION
http://www.bonkersworld.net/organizational-charts/
Google Confidential and Proprietary
➡ KNOWLEDGE!
➡ COMPANY SIZE!
➡ % OF REVENUE
IMPORTANT ASPECTS
Google Confidential and Proprietary
Google Confidential and Proprietary
Newbie!
Large Org!
High %
Savvy!
Large Org!
High %
Newbie!
Small Org!
High %
Savvy!
Sm...
Google Confidential and Proprietary
Newbie!
Large Org!
High %
Savvy!
Large Org!
High %
Newbie!
Small Org!
High %
Savvy!
Sm...
Google Confidential and Proprietary
Newbie!
Large Org
Savvy!
Large Org
Newbie!
Small Org
Savvy!
Small Org
Google Confidential and Proprietary
Newbie!
Large Org
Savvy!
Large Org
Newbie!
Small Org
Savvy!
Small Org
Google Confidential and Proprietary
Newbie!
Large Org
Savvy!
Large Org
Newbie!
Small Org
Savvy!
Small Org
Google Confidential and Proprietary
Newbie!
Large Org
Savvy!
Large Org
Newbie!
Small Org
Savvy!
Small Org
Google Confidential and Proprietary
Newbie!
Large Org
Savvy!
Large Org
Newbie!
Small Org
Savvy!
Small Org
Google Confidential and Proprietary
Newbie!
Large Org
Savvy!
Large Org
Newbie!
Small Org
Savvy!
Small Org
Google Confidential and Proprietary
3. THE PEOPLE
90%!OF WEB ANALYTICS
SUCCESS LIES IN THE
PEOPLE YOU HAVE
BEHIND THE TOOLS.
£ € $
£ € $
∑ π ß √
£ € $
∑ π ß √
<script>
BASIC PRINCIPLES
Google Confidential and Proprietary
α. TRENDS
Google Confidential and Proprietary
VISUALIZING TRENDS
Google Confidential and Proprietary
VISUALIZING TRENDS
Google Confidential and Proprietary
VISUALIZING TRENDS
Google Confidential and Proprietary
ß. SEGMENTATION
Google Confidential and Proprietary
ß.1 USER SEGMENTS
Google Confidential and Proprietary
ß.2 CUSTOM DIMENSIONS
Google Confidential and Proprietary
ß.2 CUSTOM DIMENSIONS
Personal identifiers: gender, eyes, color.!
Daily identifiers: ear...
Google Confidential and Proprietary
ß.2 CUSTOM DIMENSIONS
User Level: Across multiple sessions !
Session Level: Current se...
Google Confidential and Proprietary
ß.2 CUSTOM DIMENSIONS
Google Confidential and Proprietary
3+3 6+0
Google Confidential and Proprietary
γ. ENRICHING DATA
Google Confidential and Proprietary
γ.1 ANNOTATIONS
Google Confidential and Proprietary
γ.2 CUSTOM DATA IMPORT
Google Confidential and Proprietary
γ.2 CUSTOM DATA IMPORT
Google Confidential and Proprietary
γ.2 CUSTOM DATA IMPORT
Google Confidential and Proprietary
γ.2 CUSTOM DATA IMPORT
What is my
conversion
rate?
Is pique
better than
vintage?
Shoul...
Google Confidential and Proprietary
γ.3 COST DATA UPLOAD
Google Confidential and Proprietary
γ.3 COST DATA UPLOAD
Google Confidential and Proprietary
TAKEAWAYS
Google Confidential and Proprietary
➡ IMPLEMENTING
TAKEAWAYS
Google Confidential and Proprietary
➡ IMPLEMENTING!
➡ ORGANIZING
TAKEAWAYS
Google Confidential and Proprietary
➡ IMPLEMENTING!
➡ ORGANIZING!
➡ HUMANIZING
TAKEAWAYS
Google Confidential and Proprietary
➡ IMPLEMENTING!
➡ ORGANIZING!
➡ HUMANIZING!
➡ TRENDS, SEGMENTATION & CONTEXT
TAKEAWAYS
“HE WHO FAILS TO PLAN, PLANS TO FAIL”
THANK YOU & HAPPY ANALYZING!
Daniel Waisberg on GAUC:
Daniel Waisberg on GAUC:
Daniel Waisberg on GAUC:
Daniel Waisberg on GAUC:
Daniel Waisberg on GAUC:
Daniel Waisberg on GAUC:
Daniel Waisberg on GAUC:
Daniel Waisberg on GAUC:
Daniel Waisberg on GAUC:
Daniel Waisberg on GAUC:
Daniel Waisberg on GAUC:
Daniel Waisberg on GAUC:
Daniel Waisberg on GAUC:
Daniel Waisberg on GAUC:
Daniel Waisberg on GAUC:
Daniel Waisberg on GAUC:
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Daniel Waisberg on GAUC:

  1. 1. Google Confidential and Proprietary HOME & BEST PRACTICES DANIEL WAISBERG - ANALYTICS ADVOCATE
  2. 2. SNOOKER
  3. 3. Source: http://goo.gl/cKrxZ
  4. 4. ANALYTICS HOME
  5. 5. Google Confidential and Proprietary 1. THE PROCESS
  6. 6. http://www.bonkersworld.net/building-software/
  7. 7. Google Confidential and Proprietary WHAT IS WEB ANALYTICS?
  8. 8. Google Confidential and Proprietary A WEB ANALYTICS PROCESS
  9. 9. Source: Data Points by Nathan Yau
  10. 10. Google Confidential and Proprietary 2. THE ORGANIZATION
  11. 11. http://www.bonkersworld.net/organizational-charts/
  12. 12. Google Confidential and Proprietary ➡ KNOWLEDGE! ➡ COMPANY SIZE! ➡ % OF REVENUE IMPORTANT ASPECTS
  13. 13. Google Confidential and Proprietary
  14. 14. Google Confidential and Proprietary Newbie! Large Org! High % Savvy! Large Org! High % Newbie! Small Org! High % Savvy! Small Org! High % Newbie! Large Org! Low % Savvy! Large Org! Low % Newbie! Small Org! Low % Savvy! Small Org! Low %
  15. 15. Google Confidential and Proprietary Newbie! Large Org! High % Savvy! Large Org! High % Newbie! Small Org! High % Savvy! Small Org! High % Newbie! Large Org! Low % Savvy! Large Org! Low % Newbie! Small Org! Low % Savvy! Small Org! Low %
  16. 16. Google Confidential and Proprietary Newbie! Large Org Savvy! Large Org Newbie! Small Org Savvy! Small Org
  17. 17. Google Confidential and Proprietary Newbie! Large Org Savvy! Large Org Newbie! Small Org Savvy! Small Org
  18. 18. Google Confidential and Proprietary Newbie! Large Org Savvy! Large Org Newbie! Small Org Savvy! Small Org
  19. 19. Google Confidential and Proprietary Newbie! Large Org Savvy! Large Org Newbie! Small Org Savvy! Small Org
  20. 20. Google Confidential and Proprietary Newbie! Large Org Savvy! Large Org Newbie! Small Org Savvy! Small Org
  21. 21. Google Confidential and Proprietary Newbie! Large Org Savvy! Large Org Newbie! Small Org Savvy! Small Org
  22. 22. Google Confidential and Proprietary 3. THE PEOPLE
  23. 23. 90%!OF WEB ANALYTICS SUCCESS LIES IN THE PEOPLE YOU HAVE BEHIND THE TOOLS.
  24. 24. £ € $
  25. 25. £ € $ ∑ π ß √
  26. 26. £ € $ ∑ π ß √ <script>
  27. 27. BASIC PRINCIPLES
  28. 28. Google Confidential and Proprietary α. TRENDS
  29. 29. Google Confidential and Proprietary VISUALIZING TRENDS
  30. 30. Google Confidential and Proprietary VISUALIZING TRENDS
  31. 31. Google Confidential and Proprietary VISUALIZING TRENDS
  32. 32. Google Confidential and Proprietary ß. SEGMENTATION
  33. 33. Google Confidential and Proprietary ß.1 USER SEGMENTS
  34. 34. Google Confidential and Proprietary ß.2 CUSTOM DIMENSIONS
  35. 35. Google Confidential and Proprietary ß.2 CUSTOM DIMENSIONS Personal identifiers: gender, eyes, color.! Daily identifiers: earrings, makeup, hairstyle.! Ambient identifiers: winter clothes...
  36. 36. Google Confidential and Proprietary ß.2 CUSTOM DIMENSIONS User Level: Across multiple sessions ! Session Level: Current session ! Page Level: Page-level activities on current visit.!
  37. 37. Google Confidential and Proprietary ß.2 CUSTOM DIMENSIONS
  38. 38. Google Confidential and Proprietary 3+3 6+0
  39. 39. Google Confidential and Proprietary γ. ENRICHING DATA
  40. 40. Google Confidential and Proprietary γ.1 ANNOTATIONS
  41. 41. Google Confidential and Proprietary γ.2 CUSTOM DATA IMPORT
  42. 42. Google Confidential and Proprietary γ.2 CUSTOM DATA IMPORT
  43. 43. Google Confidential and Proprietary γ.2 CUSTOM DATA IMPORT
  44. 44. Google Confidential and Proprietary γ.2 CUSTOM DATA IMPORT What is my conversion rate? Is pique better than vintage? Should black be the default?
  45. 45. Google Confidential and Proprietary γ.3 COST DATA UPLOAD
  46. 46. Google Confidential and Proprietary γ.3 COST DATA UPLOAD
  47. 47. Google Confidential and Proprietary TAKEAWAYS
  48. 48. Google Confidential and Proprietary ➡ IMPLEMENTING TAKEAWAYS
  49. 49. Google Confidential and Proprietary ➡ IMPLEMENTING! ➡ ORGANIZING TAKEAWAYS
  50. 50. Google Confidential and Proprietary ➡ IMPLEMENTING! ➡ ORGANIZING! ➡ HUMANIZING TAKEAWAYS
  51. 51. Google Confidential and Proprietary ➡ IMPLEMENTING! ➡ ORGANIZING! ➡ HUMANIZING! ➡ TRENDS, SEGMENTATION & CONTEXT TAKEAWAYS
  52. 52. “HE WHO FAILS TO PLAN, PLANS TO FAIL”
  53. 53. THANK YOU & HAPPY ANALYZING!

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