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Growth Analytics:
Evolution, Community, Tools
Customer Analytics Meetup
Dublin, May 2018
Alexandros Papageorgiou
My journey so far
alex-papageo.com
Challenge: How to call this ?
Approach A: Where does the data come from?
…Web analytics ?
Approach B: What does the data relate to ?
• Marketing analytics ?
• Customer analytics ?
It’s about Growth
Growth Analytics
Growth Data Science
Digital Growth
- How do we achieve digital growth ?
Traffic x Conversion
Drivers of Digital Growth
• Traffic
SEO + SEM + Social + Display + Email + ...
(the marketing component)
• Conversion
Consumer Behaviour + User journey analysis
(the consumer component)
Digital Growth: Questions
• Has the Conversion changed? What’s the cause ?
• Which are the most important factors driving user
conversion ?
• How do the various online marketing channels interact with
each other?
• Which strategies can optimise bidding for keywords ?
• How to choose organic keywords to develop content for ?
• Does the site architecture allow for the most important
pages to get the page rank they deserve ?
• ...
Tools
• General purpose analysis tools
• Domain specific tools
General Purpose Tools
It’s the API economy
Google Analytics API
Working with the GA API
1. Set up a project
2. Connect to the API
3. Select metrics and dimensions
1. Set up project in Developers console
2. Connect to the API
Try a wrapper library e.g.
• GoogleAnalyticsR
• google2pandas
3. Select Metrics and Dimensions
A basic GA API call
The number of users and sessions broken down by traffic channel and user country
API Response
Data Application: Conversion Health Check
Why is Conversion rate down ?
Thoughts about GA & the API
GA comes with lots of merits but there is
also
• Focus on aggregate analysis
• Static analysis vs real time
• Data sampling
The #measure Community
by Bhav Patel
Measure chat on Slack
Recap
• Growth Analytics
• General purpose + Domain specific tools
+ APIs
• Measure Community
Calls to Action
 Check out the measure slack community
 Experiement with the GA API
 Develop your data analysis applications
Useful links
● Measure chat www.measure.chat
● MeasureCamp: http://measurecamp.org
● GoogleAnalyticsR:http://code.markedmondson.me/googleAnalyticsR
● Dartistics: www.dartistics.com
● Steps to get GA data ready for data science:
https://www.linkedin.com/pulse/5-steps-get-google-analytics-ready-
data-science-papageorgiou/
Thank you!
@alpapag
analyst@alex-papageo.com
linkedin.com/in/alexandrospapageorgiou

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