Presentation delivered as part of the Google Analytics User Conference 2013 in Sydney and Melbourne.

1. Becoming Data Driven
#GAUC2013Google Analytics User Conference 2013
Timo Josten
Managing Partner & Co-Founder
Sparkline Analytics
@strudelmeister / timo@sparklineanalytics.com

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Measure. Everything.
Data Driven
Decision Maker

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Digital Information Created
2013
Internet users worldwide
2013 2.7 B
Mobile subscribers
2013 6.8 B
2020 53 zettabytes
2020 5 B
2020 10 B
>2,700 exabytes

4. #GAUC2013Google Analytics User Conference 2013
“Between the dawn of
civilization and 2003, we only
created five exabytes of
information
Now we’re creating that amount
every two days.”
-Hal Varian, Chief Economist, Google

5. #GAUC2013Google Analytics User Conference 2013
+$20 Billion
through Mobile
in 1013
Candy Crush has
66m daily actives
eBook sales
almost DOUBLED
in 2012
PSY heads to
almost 2 Billion
views
Consumer Transformation

6. #GAUC2013Google Analytics User Conference 2013
Business Transformation?
“[The] majority of
companies fail to collect
comprehensive data
even when it is deemed
relevant to their
business.”
- Nesta Study 2012
“Digital Universe Study
finds that less than 1%
of the world’s data is
analyzed…”
-www.guardian.co.uk
2012

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NESTA & Digital Universe Study
For Full NESTA Study CLICK HERE
For Digital Universe Article CLICK HERE

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Can you help me?

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Media
Button

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Button:
1. Sign Up
2. Learn More
3. Join Us Now
4. Sign Up Now
Media:
1. Get Involved Image
2. Family Image
3. Change Image
4. Barack’s Video
5. Springfield Video
6. Sam’s Video
24 combinations tested….

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Experimentation Results

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$500m raised
online

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No one tests the depth of a river with both feet.
- African Proverb
Data Driven Decision Maker

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my.barackobama.com/page/s/analysts-job-application

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Who You Gonna Call?

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www.google.com/analytics

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Free
● Start an account
● Extensive help documentation
available online
● Generally navigating and
understanding the interface
● Installing Analytics for a simple
site structure or basic analysis
Easy
● Keeping in-house resources for
Analytics on staff
● Uncertainty that your data is
accurate
● Complex, custom installations
or integrations with your
internal tools
● Spending time to learn and
perform impact driven analysis
Costly
Difficult

18. #GAUC2013Google Analytics User Conference 2013
Importance of Certification
#GAUC2013Google Analytics User Conference 2013
Certification is not necessary to work with Analytics
It provides assurance to clients that the company
● Has been exhaustively vetted by Google
○ Partner go through an extensive application & interview process
● Has met basic business guidelines
○ Legal incorporation, indemnity insurance, and a customer support
system
● Is receiving constant status updates on the product
○ New features and known issues with the product

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● Access
○ Beta features, known technical issues, bug reporting &
updates, feature requests
● Insight
○ Product roadmap & development
● Support
○ Dedicated support for GA Partners, collaborative support
from the GA Partner community
● Training
○ New feature trainings, annual GA Partner summit
Importance of Certification

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“More than half of respondents report that organizational
silos and analytics skills shortages hinder the use of data for
decision making.”
Cap Gemini Survey 2012:
For Full Cap Gemini Survey CLICK HERE

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Simplicity & Focus
Audit Your Analytics Skill & Ability – SET TARGETS1
Audit Your Team/Company’s Analytics Skill & Ability to
Execute on insights – SET TARGETS2
Invest Strategically: Ask for help, work with a GA
Certified Partner – KICK START CHANGE3
Develop a Company/Department priority list –
TECHNICAL & BUSINESS DRIVERS4
Identify, Diagnose, Test & Implement – ITERATE!5

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Thank you!
Timo Josten
@strudelmeister
timo@sparklineanalytics.com