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What's the weather like? MeasureFest 2014

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My slides from MeasureFest 2014. Incorporate contextual or circumstantial data into web analytics using Google Tag Manager and Universal Analytics.

What's the weather like? MeasureFest 2014

  1. 1. What’s The Weather Like? @SimoAhava #measurefest
  2. 2. Is Circumstance a factor in online behavior? #measurefest | @SimoAhava
  3. 3. Is Circumstance a factor in online behavior? #measurefest | @SimoAhava
  4. 4. Is Circumstance a factor in online behavior? #measurefest | @SimoAhava
  5. 5. Is Circumstance a factor in online behavior? #measurefest | @SimoAhava
  6. 6. Is Circumstance a factor in online behavior? #measurefest | @SimoAhava
  7. 7. What can weather tell us? Weather – type Sessions Revenue Avg. Order Value Per Session Value Clouds 58,434 €61,468.20 €157.61 €1.05 Clear 50,962 €52,417.60 €147.66 €1.03 Rain 20,743 €23,312.60 €175.28 €1.12 #measurefest | @SimoAhava
  8. 8. What can weather tell us? Weather – type Sessions Revenue Avg. Order Value Per Session Value Clouds 58,434 €61,468.20 €157.61 €1.05 Clear 50,962 €52,417.60 €147.66 €1.03 Rain 20,743 €23,312.60 €175.28 €1.12 #measurefest | @SimoAhava
  9. 9. What can weather tell us? Weather – type Sessions Revenue Avg. Order Value Per Session Value Clouds 58,434 €61,468.20 €157.61 €1.05 Clear 50,962 €52,417.60 €147.66 €1.03 Rain 20,743 €23,312.60 €175.28 €1.12 #measurefest | @SimoAhava
  10. 10. What can weather tell us? Weather – type Sessions Revenue Avg. Order Value Per Session Value Clouds 58,434 €61,468.20 €157.61 €1.05 Clear 50,962 €52,417.60 €147.66 €1.03 Rain 20,743 €23,312.60 €175.28 €1.12 #measurefest | @SimoAhava
  11. 11. What can weather tell us? Weather – type Sessions Revenue Avg. Order Value Per Session Value Clouds 58,434 €61,468.20 €157.61 €1.05 Clear 50,962 €52,417.60 €147.66 €1.03 Rain 20,743 €23,312.60 €175.28 €1.12 #measurefest | @SimoAhava
  12. 12. Implementation http://www.simoahava.com/weather Google Tag Manager Weather API #measurefest | @SimoAhava
  13. 13. Implementation http://www.simoahava.com/weather 1. Visitor arrives on website #measurefest | @SimoAhava
  14. 14. Implementation http://www.simoahava.com/weather 2. A custom cookie determines if page view is first in session #measurefest | @SimoAhava
  15. 15. Implementation http://www.simoahava.com/weather 3. Identify visitor IP #measurefest | @SimoAhava
  16. 16. Implementation http://www.simoahava.com/weather 4. Geolocate the visitor #measurefest | @SimoAhava
  17. 17. Implementation http://www.simoahava.com/weather 5. Poll for weather at visitor location, parse data and store in dataLayer #measurefest | @SimoAhava
  18. 18. Implementation http://www.simoahava.com/weather 6. Send to GA as a non- interaction event, using session-scope custom dimension #measurefest | @SimoAhava
  19. 19. Caveats
  20. 20. cost of using external api
  21. 21. custom metrics are count only
  22. 22. weather is ”now” and ”here”
  23. 23. actual insights require context
  24. 24. …and a lot of data
  25. 25. Thank you @SimoAhava http://google.me/+SimoAhava www.simoahava.com

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