Google Analytics
Threat or Opportunity
Getting Ahead in Web Analytics
Who am I?
 G’day, I’m Peter...
 I am Australian – with a strong aussie accent
 Founder of L3 Analytics
 Also Founder o...
Google Analytics – the Threat
 It is definitely a threat to other web analytics
vendors
 Also to digital marketing agenc...
Purpose of Web Analytics
 To provide intelligence that informs business
actions leading to an improvement in
performance ...
So what is the threat?
 The value proposition of a free tool
 If Web Analytics is viewed as free, it is discounted
by di...
Moving on – the Opportunities
 Why are you here?
 Are you recruiting?
 Looking for a new job?
 Looking for consultancy...
Recruiting
 All web analytics tools are just tools
 It doesn’t matter if you use SiteCat, Webtrends or GA
 They are all...
Searching
 The number of hooks in the water is growing even
faster…
 More companies are aware of web analytics
 A high ...
Web Analytics Tasks
 Define business requirements / KPIs
 Define web analytics set-up requirements
 Set up campaign tra...
Web Analytics Roles
 Web analyst
 Implementation specialist
 Business analyst
 Data scientist
 Optimisation specialis...
How to learn Google Analytics
 Take a training course
 Online or offline
 Read the book (Brian Clifton)
 Practice
 We...
What can you do with Google Analytics
 Anything you can do with a paid tool
 They can dumb tools remember
 Key limitati...
My take-away thoughts
 Google Analytics is just another web analytics tool
 It has increased the size of the market
 Mo...
QUESTIONS
Page 14 25th Sept, 2013
THANK YOU
Page 15
I can be found at
• peteroneill@l3analytics.com
• @peter_oneill
• +44 7843 617 347
• www.linkedin.com/in...
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Google Analytics - Threat or Opportunity? Peter O'Neill

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Speaker slides from the Mezzo Labs event held on 25th Sept 2013. Peter spoke about whether Google Analytics is an opportunity or threat?

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  • Not Data Reports Statistics Intelligence Informs Business decisions Improvement in performance Online organisations
  • Google Analytics - Threat or Opportunity? Peter O'Neill

    1. 1. Google Analytics Threat or Opportunity Getting Ahead in Web Analytics
    2. 2. Who am I?  G’day, I’m Peter...  I am Australian – with a strong aussie accent  Founder of L3 Analytics  Also Founder of MeasureCamp Page 2 25th Sept, 2013
    3. 3. Google Analytics – the Threat  It is definitely a threat to other web analytics vendors  Also to digital marketing agencies/vendors  Increases access to data  It can also be a threat to organisations  As it can change the perception of web analytics  First, a definition/reminder 25th Sept, 2013Page 3
    4. 4. Purpose of Web Analytics  To provide intelligence that informs business actions leading to an improvement in performance for online organisations Page 4  To provide intelligence that informs business actions leading to an improvement in performance for online organisations 25th Sept, 2013
    5. 5. So what is the threat?  The value proposition of a free tool  If Web Analytics is viewed as free, it is discounted by directors as something that can:  Provide intelligence  Inform business actions  Lead to an improvement in performance  GA can drag down the perceived value of all tools  Be aware – GA is NOT free  Set-up costs  Invest in analysis – no different to other tools 25th Sept, 2013Page 5
    6. 6. Moving on – the Opportunities  Why are you here?  Are you recruiting?  Looking for a new job?  Looking for consultancy/contract work?  Other?  You have more opportunity due to GA!!  More people have web analytics exposure/skills  More companies have web analytics headcount  More companies recognise they need help  This opportunity is only going to get bigger in the future 25th Sept, 2013Page 6
    7. 7. Recruiting  All web analytics tools are just tools  It doesn’t matter if you use SiteCat, Webtrends or GA  They are all dumb tools  If a person is a good web analyst with GA  Grab them fast…  DO NOT assume GAIQ = good web analyst  My criteria  Smart  Curious  Passionate  The pool of applicants is growing… 25th Sept, 2013Page 7
    8. 8. Searching  The number of hooks in the water is growing even faster…  More companies are aware of web analytics  A high proportion use GA as their primary tool  If you know SiteCat/Webtrends, you can learn GA  Many companies don’t want to commit  Plenty of support opportunities around  Need to decide if contract/consultancy  Potential size – should be at least equivalent to digital marketing budgets  Note: Web Analytics is not a specialism in itself 25th Sept, 2013Page 8
    9. 9. Web Analytics Tasks  Define business requirements / KPIs  Define web analytics set-up requirements  Set up campaign tracking  Perform implementation – with or without a TMS  Configure web analytics tool  Set up reports – inside/outside web analytics tool  Provide training throughout a company  Perform Analysis – regular, ad hoc & deep dive  Manage a team  Change a company – culture, processes, structure  Performance optimisation 25th Sept, 2013Page 9
    10. 10. Web Analytics Roles  Web analyst  Implementation specialist  Business analyst  Data scientist  Optimisation specialist  Manager (Director)  Project/Product manager  Management consultant 25th Sept, 2013Page 10
    11. 11. How to learn Google Analytics  Take a training course  Online or offline  Read the book (Brian Clifton)  Practice  Web Analytics Exchange  Your own website  Offer to help someone out  Practice more  Start with the basics  Learn how to implement/configure  Start playing with the more advanced features  And try & keep up… 25th Sept, 2013Page 11
    12. 12. What can you do with Google Analytics  Anything you can do with a paid tool  They can dumb tools remember  Key limitations  Sampled data in reports at 500k visits  Only five or 20 custom variables (more with premium)  No SLA or dedicated support (available with premium)  After that, it’s up to the real deciding factor How good is your analyst?  What I can do with Google Analytics… 25th Sept, 2013Page 12
    13. 13. My take-away thoughts  Google Analytics is just another web analytics tool  It has increased the size of the market  More companies have web analytics installed  More demand for practitioners  More opportunity to get practical experience  It is pushing the other vendors to improve  Any web analytics tools is powerful (at any price) if:  You know what you need to know  The information is available  You know how to get at that information  Give Google Analytics the respect it deserves  and the same for GA specialists Page 13 25th Sept, 2013
    14. 14. QUESTIONS Page 14 25th Sept, 2013
    15. 15. THANK YOU Page 15 I can be found at • peteroneill@l3analytics.com • @peter_oneill • +44 7843 617 347 • www.linkedin.com/in/peteroneill 25th Sept, 2013

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