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Meaningful Data - Reaktor Breakpoint 2015

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Slides from my talk at Reaktor Breakpoint 2015 in Helsinki, Finland. The topic is Meaningful Data, and I use content engagement as an example of how to utilize Google Analytics reports to provide amazing insights with just a little customization.

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Meaningful Data - Reaktor Breakpoint 2015

  1. 1. Reaktor Mannerheimintie 2 00100, Helsinki Finland tel: +358 9 4152 0200 www.reaktor.com info@reaktor.com Confidential ©2015 Reaktor All rights reserved MEANINGFUL DATAAvoiding Plug-and-Play Analytics @SimoAhava | #ReaktorBreakpoint | 24 Sept 2015
  2. 2. Simo Ahava
  3. 3. Simo Ahava Senior Data Advocate, Reaktor
  4. 4. Simo Ahava Senior Data Advocate, Reaktor Google Developer Expert, Google Analytics
  5. 5. Simo Ahava Senior Data Advocate, Reaktor Google Developer Expert, Google Analytics Blogger, developer, www.simoahava.com
  6. 6. Simo Ahava Senior Data Advocate, Reaktor Google Developer Expert, Google Analytics Blogger, developer, www.simoahava.com Twitter-er, @SimoAhava
  7. 7. Simo Ahava Senior Data Advocate, Reaktor Google Developer Expert, Google Analytics Blogger, developer, www.simoahava.com Twitter-er, @SimoAhava Google+:er, +SimoAhava
  8. 8. Plug-and-play Analytics @SimoAhava from @ReaktorNow | #ReaktorBreakpoint | 24 Sept 2015
  9. 9. Plug-and-play Analytics Data quality isn’t acquired — It’s earned. @SimoAhava from @ReaktorNow | #ReaktorBreakpoint | 24 Sept 2015
  10. 10. Popular analytics platforms are designed for 9,352,458* 
 different businesses. * Author’s estimate, not an official figure
  11. 11. When adopting a platform, we are forced to adopt its definitions as well.
  12. 12. Data quality is directly proportional to your understanding of these definitions.
  13. 13. 23.75 %
  14. 14. 23.75 % Dear CMO, last month, the Conversion Rate on our site was… …which is an uplift of 3.45% compared to the previous month!
  15. 15. 2,342,566 Dear CMO, last month, the number of sessions to our site was… …which is an uplift of 3.45% compared to the previous month! Digital Analytics Café 20-May-2015 | @SimoAhava
  16. 16. Google Analytics Session
  17. 17. Google Analytics Session Group of interactions that takes place on a website
  18. 18. Google Analytics Session Group of interactions that takes place on a website That expires after 30 minutes of inactivity…
  19. 19. Google Analytics Session Group of interactions that takes place on a website That expires after 30 minutes of inactivity… Or at the end of they day…
  20. 20. Google Analytics Session Group of interactions that takes place on a website That expires after 30 minutes of inactivity… Or at the end of they day… Or when acquisition campaign changes…
  21. 21. Google Analytics Session Group of interactions that takes place on a website That expires after 30 minutes of inactivity… Or at the end of they day… Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…
  22. 22. Google Analytics Session Group of interactions that takes place on a website That expires after 30 minutes of inactivity… Or at the end of they day… Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List… Or traffic is cross-domain, and cross-domain tracking is implemented…
  23. 23. Google Analytics Session Group of interactions that takes place on a website That expires after 30 minutes of inactivity… Or at the end of they day… Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List… Or traffic is cross-domain, and cross-domain tracking is implemented… Unless it’s implemented incorrectly…
  24. 24. Google Analytics Session Group of interactions that takes place on a website That expires after 30 minutes of inactivity… Or at the end of they day… Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List… Or traffic is cross-domain, and cross-domain tracking is implemented… Unless it’s implemented incorrectly… Which is likely since it’s so !#/%(“% difficult…
  25. 25. Google Analytics Session Group of interactions that takes place on a website That expires after 30 minutes of inactivity… Or at the end of they day… Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List… Or traffic is cross-domain, and cross-domain tracking is implemented… Unless it’s implemented incorrectly… Which is likely since it’s so !#/%(“% difficult… Unless you’re using Google Tag Manager…
  26. 26. Google Analytics Session Group of interactions that takes place on a website That expires after 30 minutes of inactivity… Or at the end of they day… Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List… Or traffic is cross-domain, and cross-domain tracking is implemented… Unless it’s implemented incorrectly… Which is likely since it’s so !#/%(“% difficult… Unless you’re using Google Tag Manager… Except if you’ve implemented THAT incorrectly…
  27. 27. Google Analytics Session Group of interactions that takes place on a website That expires after 30 minutes of inactivity… Or at the end of they day… Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List… Or traffic is cross-domain, and cross-domain tracking is implemented… Unless it’s implemented incorrectly… Which is likely since it’s so !#/%(“% difficult… Unless you’re using Google Tag Manager… Except if you’ve implemented THAT incorrectly… There’s also the sessionControl parameter…
  28. 28. @SimoAhava from @ReaktorNow | #2015ac | 8–11
  29. 29. @SimoAhava from @ReaktorNow | #2015ac | 8–11 X
  30. 30. This has two major implications on how we collect, process, and analyse the data.
  31. 31. Stay away from aggregate metrics.
 1
  32. 32. Stay away from aggregate metrics.
 Combine, segment,
 visualize, predict.1
  33. 33. All metrics and dimensions used by a platform subscribe to the definitions of said platform! GPeC Summit 11-May-2015 | @SimoAhava
  34. 34. All metrics and dimensions used by a platform subscribe to the definitions of said platform! GPeC Summit 11-May-2015 | @SimoAhava Sessionization Schema
  35. 35. Plug-and-play metrics are session outcomes. Measure the funnels that produce them.2
  36. 36. Case: Content Engagement @SimoAhava from @ReaktorNow | #ReaktorBreakpoint | 24 Sept 2015
  37. 37. Case: Content Engagement Bounce Rate is not a KPI. Treat content as a product. @SimoAhava from @ReaktorNow | #ReaktorBreakpoint | 24 Sept 2015
  38. 38. The problem of the bounce
  39. 39. Entrance Exit
  40. 40. Entrance Exit
  41. 41. Bounce is a single-interaction session.
  42. 42. We don’t know what they did.
  43. 43. We don’t know what they did. We don’t know how long they stayed.
  44. 44. We don’t know what they did. We don’t know how long they stayed. We don’t know how much revenue they generated.
  45. 45. customize for meaningful data
  46. 46. We can tweak the metric.
  47. 47. We can tweak the metric. 30 sec
  48. 48. We can tweak the metric. 30 sec
  49. 49. We can tweak the metric. But that’s just silly. Stop it. 30 sec
  50. 50. We can track scroll depth.
  51. 51. We can track scroll depth. }{ 'event' : 'scrollDepth', 'depth' : '33%' }
  52. 52. We can track scroll depth. }{ 'event' : 'scrollDepth', 'depth' : '33%' } }{ 'event' : 'scrollDepth', 'depth' : '66%' }
  53. 53. We can track scroll depth. }{ 'event' : 'scrollDepth', 'depth' : '33%' } }{ 'event' : 'scrollDepth', 'depth' : '66%' } }{ 'event' : 'scrollDepth', 'depth' : '100%' }
  54. 54. We can track scroll depth. }{ 'event' : 'scrollDepth', 'depth' : '33%' } }{ 'event' : 'scrollDepth', 'depth' : '66%' } }{ 'event' : 'scrollDepth', 'depth' : '100%' }
  55. 55. treat content as a product
  56. 56. Did not visit an article page
  57. 57. Did not scroll
  58. 58. Did not scroll past 1/3
  59. 59. Did not reach the end
  60. 60. Did not reach the end
  61. 61. treat content as a productwhy stop there?
  62. 62. READ MORE: http://goo.gl/wzR7v4 What’s the weather like?
  63. 63. READ MORE: http://goo.gl/wzR7v4 What’s the weather like?
  64. 64. READ MORE: http://goo.gl/jbxqEY How much value is left in the cart?
  65. 65. Data is difficult @SimoAhava from @ReaktorNow | #ReaktorBreakpoint | 24 Sept 2015
  66. 66. Data is difficult It’s supposed to be. @SimoAhava from @ReaktorNow | #ReaktorBreakpoint | 24 Sept 2015
  67. 67. Data quality is directly proportional to how well you understand the data collection mechanism.
  68. 68. 2,342,566 Dear CMO, last month, the number of sessions to our site was… …which is an uplift of 3.45% compared to the previous month! Digital Analytics Café 20-May-2015 | @SimoAhava
  69. 69. Thank you! simo.ahava@reaktor.com www.simoahava.com Twitter: @SimoAhava Google+: +SimoAhava Data is difficult - http://goo.gl/QbKEUC The Schema Conspiracy - http://goo.gl/kd0Nbh Content As Ecommerce - http://goo.gl/nR5K95 Further reading:

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