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Google Analytics Data Mining with R

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R is already a Swiss army knife for data analysis largely due its 6000 libraries but until now it lacked an interface to the Google Analytics API. The release of RGoogleAnalytics library solves this problem.

What this means is that digital analysts can now fully use the analytical capabilities of R to fully explore their Google Analytics Data.

In this webinar, Andy Granowitz, ‎Developer Advocate (Google Analytics) & Kushan Shah, Contributor & maintainer of RGoogleAnalytics Library will show you how to use R for Google Analytics data mining & generate some great insights.

You’ll learn:

* Why use R for data analysis?
* How to get started with R + Google Analytics?
* Example Use Case 1: Predicting product revenue with R
* Example Use Case 2: Calculating long term value of marketing campaigns?
* Example Use Case 3: Web Analytics Visualization through ggplot

...plus, much more!

Watch the full webinar - http://www.tatvic.com/webinar/r-google-analytics/

Published in: Data & Analytics
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Google Analytics Data Mining with R

  1. 1. #tatvicwebinar A GACP and GTMCP company 1/28/2015 1 #tatvicwebinar1/28/2015 1 #tatvicwebinar Google Analytics Data Mining with R (includes 3 Real Applications) Jan 28th, 2015 FREE Webinar by
  2. 2. #tatvicwebinar A GACP and GTMCP company 1/28/2015 2 #tatvicwebinar1/28/2015 2 #tatvicwebinar Our Speakers Kushan Shah Maintainer of RGoogleAnalytics Library & Web Analyst at Tatvic @ kushan_s Andy Granowitz Developer Advocate, Google Analytics (Google) @ agrano
  3. 3. #tatvicwebinar A GACP and GTMCP company 1/28/2015 3 #tatvicwebinar Outline An Introduction to R Why analyze Google Analytics data with R Getting started with R & Google Analytics Questions & Answers 3 Real Life Applications & Use Cases
  4. 4. #tatvicwebinar A GACP and GTMCP company 1/28/2015 4 #tatvicwebinar An Introduction to R • Open source statistical computing language, widely used by organizations to solve business problems
  5. 5. #tatvicwebinar A GACP and GTMCP company 1/28/2015 5 #tatvicwebinar An Introduction to R • Open source statistical computing language, widely used by organizations to solve business problems Data Analysis Statistical Tests Data Visualization Predictive Models Forecasting R
  6. 6. #tatvicwebinar A GACP and GTMCP company 1/28/2015 6 #tatvicwebinar Why Use R Easy to integrate with various data sources Data Frame – Analogous to Excel Spreadsheet or MySQL Table 6000 Pre developed packages for various applications No software licensing costs Enables reproducible analysis
  7. 7. #tatvicwebinar A GACP and GTMCP company 1/28/2015 7 #tatvicwebinar Outline of this Webinar An Introduction to R Why analyze Google Analytics data with R Getting started with R & Google Analytics Questions & Answers 3 Real Life Applications & Use Cases
  8. 8. #tatvicwebinar A GACP and GTMCP company 1/28/2015 8 #tatvicwebinar Why analyze Google Analytics data with R ● Google Analytics API allows data extraction for custom reports • Reports with up to 7 Dimensions and 10 Metrics • API is well suited for batch data extraction • API has techniques for handling large queries (10K - 1M records and beyond) ● RGoogleAnalytics = R Wrapper over the Google Analytics API • Provides functions to easily interact with the Google Analytics API • Takes care of the low level plumbing ● Google Analytics Premium User and data exported to Big Query • Use the bigrquery package by Prof. Hadley Wickham
  9. 9. #tatvicwebinar A GACP and GTMCP company 1/28/2015 9 #tatvicwebinar Outline of this Webinar An Introduction to R Why analyze Google Analytics data with R Getting started with R & Google Analytics Questions & Answers 3 Real Life Applications & Use Cases
  10. 10. #tatvicwebinar A GACP and GTMCP company 1/28/2015 10 #tatvicwebinar Getting Started with R and Google Analytics ● Install R - http://www.r-project.org/ ● Install RStudio - GUI for R (Optional) ● Install RGoogleAnalytics Check out the blogpost for a step by step walkthrough - bit.ly/18oJjqA
  11. 11. #tatvicwebinar A GACP and GTMCP company 1/28/2015 11 #tatvicwebinar Getting Started with R and Google Analytics One Time Setup ● Create a Project in the Google Dev Console ● Activate the Google Analytics API for your project ● Get your Project’s Client ID and Client Secret https://developers.google.com/analytics/devguides/reporting/core/v3/gdataAuthorization
  12. 12. #tatvicwebinar A GACP and GTMCP company 1/28/2015 12 #tatvicwebinar Outline of this Webinar An Introduction to R Why analyze Google Analytics data with R Getting started with R & Google Analytics Questions & Answers 3 Real Life Applications & Use Cases
  13. 13. #tatvicwebinar A GACP and GTMCP company 1/28/2015 13 #tatvicwebinar Examples ● Example 1: Forecast Product Revenue for an eCommerce Store ● Example 2: Assess the long term value of your Marketing Campaigns ● Example 3: Web Analytics Visualization with ggplot2
  14. 14. #tatvicwebinar A GACP and GTMCP company 1/28/2015 14 #tatvicwebinar Example 1: Predict Product Revenue with R ● Get Product Revenue as Time Series (historical data) ● Forecast Product Revenue for the next quarter Check out the blogpost for a complete walkthrough - http://bit.ly/1y3dmtI
  15. 15. #tatvicwebinar A GACP and GTMCP company 1/28/2015 15 #tatvicwebinar Example 1: Predict Product Revenue with R Time Series Components
  16. 16. #tatvicwebinar A GACP and GTMCP company 1/28/2015 16 #tatvicwebinar Example 2: Long Term Value of Your Marketing Campaigns Check out the blogpost for a complete walkthrough - http://bit.ly/1zpjbYA
  17. 17. #tatvicwebinar A GACP and GTMCP company 1/28/2015 17 #tatvicwebinar Example 2: Long Term Value of Your Marketing Campaigns
  18. 18. #tatvicwebinar A GACP and GTMCP company 1/28/2015 18 #tatvicwebinar Query New Customers Acquired via a Given Campaign query.list <- Init(start.date = "2014-11-01", end.date = "2014-12-20", dimensions = "ga:date", metrics = "ga:transactions,ga:transactionRevenue", segment = "users::sequence:: ^ga:userType==New Visitor; dateOfSession<>2014-11-01_2014-11-07; ga:campaign==Campaign A; ->>perSession::ga:transactions>0", sort = "ga:date", table.id = tableId) Example 2: Long Term Value of Your Marketing Campaigns
  19. 19. #tatvicwebinar A GACP and GTMCP company 1/28/2015 19 #tatvicwebinar Example 2: Long Term Value of Your Marketing Campaigns Segments Explained • The segment selects users:: in order to include not only the sessions that match the conditions, but all sessions among users who match the conditions. • The sequence:: prefix selects a set of users that completed a specified set of steps • Step #1 - Visit from a given campaign in a given set of time • Step #2 - Make a purchase • The ^ prefix in front of ga:userType==New Visitor;dateOfSession<>2014-11-01_2014- 11-07;ga:campaign==Campaign A ensures that the Date of Session, Campaign, and User Type conditions are true for the first hit of the first session in the given date range. • ->>perSession::ga:transactions > 0 specifies the second step of making a purchase at some point.
  20. 20. #tatvicwebinar A GACP and GTMCP company 1/28/2015 20 #tatvicwebinar Example 2: Long Term Value of Your Marketing Campaigns • head(campaign_a_df) • cumulativeTransactions <- cumsum(campaign_a_df$transactions)
  21. 21. #tatvicwebinar A GACP and GTMCP company 1/28/2015 21 #tatvicwebinar Example 2: Long Term Value of Your Marketing Campaigns Use the data to Generate a Cumulative Transactions Plot
  22. 22. #tatvicwebinar A GACP and GTMCP company 1/28/2015 22 #tatvicwebinar Example 3: Web Analytics visualization with ggplot2 Background • gg – Grammar of Graphics (Wilkinson, 2005) • R Implementation by Prof. Hadley Wickham • Sophisticated graphs in a *few lines of R code * Learning Curve
  23. 23. #tatvicwebinar A GACP and GTMCP company 1/28/2015 23 #tatvicwebinar Example 3: Web Analytics visualization with ggplot2 ggplot(data = ga.data) + geom_line(aes(x = date, y = itemRevenue) Check out the blogpost for a complete walkthrough - http://bit.ly/15Iaaf7
  24. 24. #tatvicwebinar A GACP and GTMCP company 1/28/2015 24 #tatvicwebinar Example 3: Web Analytics visualization with ggplot2 Decomposing the syntax • Create the ggplot object and populate it with data • ggplot(ga.data) • Add Layers(s) • geom_line(aes(x=date, y=itemRevenue)) • Other geoms – bar, point, line, histogram • Aesthetics describe how variables are mapped to visual properties of geoms • Additional Plotting Options -> Plot title, Axis Titles, Axis Text Formatting, Legends
  25. 25. #tatvicwebinar A GACP and GTMCP company 1/28/2015 25 #tatvicwebinar Best Practices • Become familiar with the Google Analytics API Naming Conventions – Dimension/Metric names are in camelCase • Know the permissible Dimension Metric Combinations – https://developers.google.com/analytics/devguides/reporting/core/dims mets • Use the Query Feed Explorer to test queries before running them in R – https://ga-dev-tools.appspot.com/explorer/ • Post issues at https://github.com/Tatvic/RGoogleAnalytics/issues • Questions at Google Analytics Reporting API Forum
  26. 26. #tatvicwebinar A GACP and GTMCP company 1/28/2015 26 #tatvicwebinar Further Resources • http://bit.ly/r-googleanalytics-resources • Watch the full R Google Analytics Webinar - http://bit.ly/1KrHXtH
  27. 27. #tatvicwebinar A GACP and GTMCP company 1/28/2015 27 #tatvicwebinar Outline of this Webinar An Introduction to R Why analyze Google Analytics data with R Getting started with R & Google Analytics Questions & Answers 3 Real Life Applications & Use Cases
  28. 28. #tatvicwebinar A GACP and GTMCP company 1/28/2015 28 #tatvicwebinar Next Webinar Webinar: Everything You Need to Know about GTM V2 When: Feb 18th 10:00 AM PDT Guest Speaker Phil Pearce (Web Analyst/ PPC/ SEO Expert) You will learn: • How to Upgrade to GTM V2 • Mistakes to Avoid while Upgrading • A Quick Checklist for Upgrading to GTM V2 And much more… Register Here - http://bit.ly/gtm-v2-webinar
  29. 29. #tatvicwebinar A GACP and GTMCP company 1/28/2015 29 #tatvicwebinar Kushan Shah Twitter: @kushan_s Thank You! Andy Granowitz Twitter: @agrano

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