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Taming
Advanced Analytics
Implementations
at EA Scale
#DigitalVelocity15
Ani Lopez
Measurement Strategist
https://twitter.com/anilopez
https://www.linkedin.com/in/anilopez
Pamplona
Barcelona
Vancouver
@AniLopez
• Former Web developer / Project manager / SEO
• Measurement strategist working for agencies or in-house
@AniLopez
• Aug 2013 Joined EA’s DI as Technical Solutions Architect
• Feb 2015 Full time employee as Measurement Strategi...
EA’s Landscape
Why analytics is so important to our business
Gaming Industry was simpler way back
Transition from physical to digital distribution
Multi-platform
PCs Consoles
Mobile
Devices
Online
Multi-device game experience
Product publishing cycle has evolved
Revenue = (Units sold x Price) - (Production + Distribution + Marketing) Cost
1993
New monetization opportunities
Base Game FIFA + Ultimate Team
New monetization opportunities
New monetization opportunities
Freemium + In-game Micro-transactions
Why Analytics is so important to us
Attract
Engage
Convert
Retain
Advocate
• Measurement tools have become more sophistica...
•Not in the videogame industry
•Connecting the dots is challenging
•Analytics even more important!!!
EA Scale
What we deal with
What we deal with
+35 properties 1 e-commerce
New
+10 Production & Analysis teams
• Business Intelligence
• CRM / DBs managers
• Campaign Managers
• Producers
• Program...
Programmers?
+1,300 tags: Measurement, A/B Testing, Heat Mapping, Marketing
+5 Billion hits a month sent to GA via Tealium
How I feel…
Monday first hour
How I feel…
Wednesday noon
How I feel…
Friday late afternoon
Projects
Let’s get to the meat of the matter
1.Migrate from SiteCatalyst to Google Analytics
2.Global Revenue Attribution Project
3.Migrate from Classic GA to Universa...
1. Migrate from SiteCatalyst to GA Premium
Issues
• Poor adoption of the tool
• Complicated implementation
• Not flexible ...
1. Migrate from SiteCatalyst to GA Premium
Solution
1. Migrate from SiteCatalyst to GA Premium
• Optimal adoption of the tool
• Very flexible implementation
• Remarkable amou...
1.Migrate from SiteCatalyst to Google Analytics
2.Global Revenue Attribution Project
3.Migrate from Classic GA to Universa...
2. Global Revenue Attribution
Source
Campaign
Medium
+35 websites 1 E-commerce
Issues
• GA accounts at franchise sites with no transactional data
• Origin GA account (e-commerce) with no original attri...
Solution
• Cross-domain tracking from franchise sites towards Origin
2. Global Revenue Attribution
Source
Campaign
Medium ...
Solution
• Cross-domain tracking from franchise sites towards Origin
2. Global Revenue Attribution
Campaign data
Revenue d...
2. Global Revenue Attribution
• Much better analysis what
increases revenue & saves money
• No programmers required
all do...
1.Migrate from SiteCatalyst to Google Analytics
2.Global Revenue Attribution Project
3.Migrate from Classic GA to Universa...
Scenario
• When we migrated from SiteCatalyst to GA, Universal was in beta
• Universal Analytics got out of beta April 201...
Solution
3. Migrate from Classic GA to Universal
And the patience
of a loving mother
3. Migrate from Classic GA to Universal
3. Migrate from Classic GA to Universal
• All the benefits of Universal Analytics
• No programmers required
More money sav...
What I mean by “No programmers”
Before Tealium
• Digital Intelligence sent specifications to programmers
• They implement ...
What I mean by “No programmers”
With Tealium
• Programmers do their stuff at their own pace
• DI implements tracking
• DI ...
1.Migrate from SiteCatalyst to Google Analytics
2.Global Revenue Attribution Project
3.Migrate from Classic GA to Universa...
4. House Cleaning
Everything tends to chaos
After a year and a half
• Are all Tealium profiles active?
• What happens with...
@tomomichu
4. House Cleaning
Solution
• Hired extra brain power for a short gig
• Audited all profiles and removed
orphane...
4. House Cleaning
• Less margin for errors
• Tighter governance
• Privacy policy enforcement
• Money saved!!
ROI
1.Migrate from SiteCatalyst to Google Analytics
2.Global Revenue Attribution Project
3.Migrate from Classic GA to Universa...
5. Customer Data Integration
“Full customer journey” but how do we get to know the customer*?
Stitching the pieces
• Befor...
5. Customer Data Integration
Solution
Encourage then to register
5. Customer Data Integration
Solution
Facilitate log-in
Automated cross properties
5. Customer Data Integration
In Tealium
• CRM makes it available on our properties after login
• It’s passed to Tealium’s ...
• Better understanding of
customer cycle / ecosystem
• Increases revenue and saves money
ROI
5. Customer Data Integration
1.Migrate from SiteCatalyst to Google Analytics
2.Global Revenue Attribution Project
3.Migrate from Classic GA to Universa...
6. Ongoing Standardization
Issues
• Entropy
We already know everything tends to chaos already
• Frantic production rhythm
...
6. Ongoing Standardization
Solution
• Learned from errors
• Introduced standardization during:
• Migration from Classic GA...
6. Ongoing Standardization
What did we standardize?
• Best practices around implementing measurement strategies
• Code in ...
• Less margin for errors
• Easier deployments
• All that saves money
ROI
5. Customer Data Integration
1.Migrate from SiteCatalyst to Google Analytics
2.Global Revenue Attribution Project
3.Migrate from Classic GA to Universa...
7. Semantic SEO
What is got to do SEO and Tealium?
The EA Content Service is a flexible, API-driven mechanism that,
in con...
7. Semantic SEO
How we tell better to Search Engines what our site is all about?
They now read “JSON for Linking Data” or ...
7. Semantic SEO
Learn more > http://www.seoskeptic.com/json-ld-big-day-at-google/
EA Content Service
7. Semantic SEO
Consequence: “SERPs domination”
7. Semantic SEO
• More and better organic traffic
• Deeper content analysis
• Significant increases in revenue
ROI
Wrapping Up
How Tealium Helps
• Centralized control
Who does what and where (Dev, QA, Prod)
• Performance
Tasks separation, everyone f...
What I’ve learned
• Taming chaos is your job
Don’t chicken out of it!
• Everything evolves including measurement strategie...
ROI
What we deal with (recap)
• +35 properties
• 1 E-commerce (across several platforms)
• +10 Production teams
• Quite a few ...
All this chaos wrangled by only one guy and
No programmer
was harmed in the making
of these implementations
Thanks
Advanced Analytics Implementations at EA scale
Advanced Analytics Implementations at EA scale
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Advanced Analytics Implementations at EA scale

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Designing and managing advanced analytics implementations for 35+ digital properties, across more than 10 different production teams, is not an easy task. It became even more challenging when the analytics team at Electronic Arts (EA) was required to migrate from Adobe Site Catalyst to Google Analytics Premium to Google Universal Analytics, all within the span of 18 months. Of course, all of this had to be done while still keeping pace with the company’s frenzied schedule for publishing blockbuster games, each of which requires new sites and countless marketing campaigns. See how we used Tealium iQ™ tag management system to achieve our objectives.

Published in: Marketing

Advanced Analytics Implementations at EA scale

  1. 1. Taming Advanced Analytics Implementations at EA Scale #DigitalVelocity15
  2. 2. Ani Lopez Measurement Strategist
  3. 3. https://twitter.com/anilopez https://www.linkedin.com/in/anilopez
  4. 4. Pamplona
  5. 5. Barcelona
  6. 6. Vancouver
  7. 7. @AniLopez • Former Web developer / Project manager / SEO • Measurement strategist working for agencies or in-house
  8. 8. @AniLopez • Aug 2013 Joined EA’s DI as Technical Solutions Architect • Feb 2015 Full time employee as Measurement Strategist Digital Intelligence Team
  9. 9. EA’s Landscape Why analytics is so important to our business
  10. 10. Gaming Industry was simpler way back
  11. 11. Transition from physical to digital distribution
  12. 12. Multi-platform PCs Consoles Mobile Devices Online
  13. 13. Multi-device game experience
  14. 14. Product publishing cycle has evolved Revenue = (Units sold x Price) - (Production + Distribution + Marketing) Cost 1993
  15. 15. New monetization opportunities Base Game FIFA + Ultimate Team
  16. 16. New monetization opportunities
  17. 17. New monetization opportunities Freemium + In-game Micro-transactions
  18. 18. Why Analytics is so important to us Attract Engage Convert Retain Advocate • Measurement tools have become more sophisticated • We can measure pretty much everything • Do we have a more accurate picture?
  19. 19. •Not in the videogame industry •Connecting the dots is challenging •Analytics even more important!!!
  20. 20. EA Scale What we deal with
  21. 21. What we deal with +35 properties 1 e-commerce
  22. 22. New +10 Production & Analysis teams • Business Intelligence • CRM / DBs managers • Campaign Managers • Producers • Programmers • QA engineers • UX experts • Ops • Data Analysts What we deal with
  23. 23. Programmers?
  24. 24. +1,300 tags: Measurement, A/B Testing, Heat Mapping, Marketing
  25. 25. +5 Billion hits a month sent to GA via Tealium
  26. 26. How I feel… Monday first hour
  27. 27. How I feel… Wednesday noon
  28. 28. How I feel… Friday late afternoon
  29. 29. Projects Let’s get to the meat of the matter
  30. 30. 1.Migrate from SiteCatalyst to Google Analytics 2.Global Revenue Attribution Project 3.Migrate from Classic GA to Universal 4.House Cleaning 5.Customer Data Integration 6.Ongoing Standardization 7.Executing and Tracking Semantic SEO
  31. 31. 1. Migrate from SiteCatalyst to GA Premium Issues • Poor adoption of the tool • Complicated implementation • Not flexible enough for our changing environment • Very expensive
  32. 32. 1. Migrate from SiteCatalyst to GA Premium Solution
  33. 33. 1. Migrate from SiteCatalyst to GA Premium • Optimal adoption of the tool • Very flexible implementation • Remarkable amount of money saved that we invested in brain power ROI
  34. 34. 1.Migrate from SiteCatalyst to Google Analytics 2.Global Revenue Attribution Project 3.Migrate from Classic GA to Universal 4.House Cleaning 5.Customer Data Integration 6.Ongoing Standardization 7.Executing and Tracking Semantic SEO
  35. 35. 2. Global Revenue Attribution Source Campaign Medium +35 websites 1 E-commerce
  36. 36. Issues • GA accounts at franchise sites with no transactional data • Origin GA account (e-commerce) with no original attribution 2. Global Revenue Attribution Campaigns GA Account Campaign data No revenue data GA Account No campaign data Revenue data
  37. 37. Solution • Cross-domain tracking from franchise sites towards Origin 2. Global Revenue Attribution Source Campaign Medium Franchise GA tracker Franchise GA tracker Origin GA tracker Extended Session
  38. 38. Solution • Cross-domain tracking from franchise sites towards Origin 2. Global Revenue Attribution Campaign data Revenue data Campaign data Revenue data
  39. 39. 2. Global Revenue Attribution • Much better analysis what increases revenue & saves money • No programmers required all done via Tealium ROI
  40. 40. 1.Migrate from SiteCatalyst to Google Analytics 2.Global Revenue Attribution Project 3.Migrate from Classic GA to Universal 4.House Cleaning 5.Customer Data Integration 6.Ongoing Standardization 7.Executing and Tracking Semantic SEO
  41. 41. Scenario • When we migrated from SiteCatalyst to GA, Universal was in beta • Universal Analytics got out of beta April 2014 • Classic GA is not an option anymore, Universal is way better Issues • Large number of tags to replace • Even larger amount of JavaScript code in extensions to review • Legacy sketchy implementations • Countless hours of QA • “Non-Stop production” environment 3. Migrate from Classic GA to Universal
  42. 42. Solution 3. Migrate from Classic GA to Universal
  43. 43. And the patience of a loving mother 3. Migrate from Classic GA to Universal
  44. 44. 3. Migrate from Classic GA to Universal • All the benefits of Universal Analytics • No programmers required More money saved!!! ROI
  45. 45. What I mean by “No programmers” Before Tealium • Digital Intelligence sent specifications to programmers • They implement alongside their regular stuff (more workload) • QA testing • DI validated This means • Resistance • Lots of back and forth • Less time to test • Higher risk of inconsistent data collection
  46. 46. What I mean by “No programmers” With Tealium • Programmers do their stuff at their own pace • DI implements tracking • DI + QA test This means • Earlier integration of tracking in the project • Agile implementations • Perfect data collection • Everybody happy!! • (Requires certain technical knowledge though)
  47. 47. 1.Migrate from SiteCatalyst to Google Analytics 2.Global Revenue Attribution Project 3.Migrate from Classic GA to Universal 4.House Cleaning 5.Customer Data Integration 6.Ongoing Standardization 7.Executing and Tracking Semantic SEO
  48. 48. 4. House Cleaning Everything tends to chaos After a year and a half • Are all Tealium profiles active? • What happens with the marketing tags when campaigns are over? • Who has access to the tool and what level?
  49. 49. @tomomichu 4. House Cleaning Solution • Hired extra brain power for a short gig • Audited all profiles and removed orphaned tags, load rules, and data layers • Reviewed / revoked user permissions 65 users now, very few publish to Prod • Audited privacy practices and updating profiles to meet compliance • Developed governance and user guidelines
  50. 50. 4. House Cleaning • Less margin for errors • Tighter governance • Privacy policy enforcement • Money saved!! ROI
  51. 51. 1.Migrate from SiteCatalyst to Google Analytics 2.Global Revenue Attribution Project 3.Migrate from Classic GA to Universal 4.House Cleaning 5.Customer Data Integration 6.Ongoing Standardization 7.Executing and Tracking Semantic SEO
  52. 52. 5. Customer Data Integration “Full customer journey” but how do we get to know the customer*? Stitching the pieces • Before we know customer at a personal level • When they register and give us their details • whether they buy or not • In-game data. How, what, when they play • Campaign evaluation • Product quality / User satisfaction
  53. 53. 5. Customer Data Integration Solution Encourage then to register
  54. 54. 5. Customer Data Integration Solution Facilitate log-in Automated cross properties
  55. 55. 5. Customer Data Integration In Tealium • CRM makes it available on our properties after login • It’s passed to Tealium’s Data Layer • Mapped to tags that attach info to the rest of the data they collect Outside Tealium • Data exported from different tag vendors • Data captured from other sources like Social Media • Warehoused / Mix and match
  56. 56. • Better understanding of customer cycle / ecosystem • Increases revenue and saves money ROI 5. Customer Data Integration
  57. 57. 1.Migrate from SiteCatalyst to Google Analytics 2.Global Revenue Attribution Project 3.Migrate from Classic GA to Universal 4.House Cleaning 5.Customer Data Integration 6.Ongoing Standardization 7.Executing and Tracking Semantic SEO
  58. 58. 6. Ongoing Standardization Issues • Entropy We already know everything tends to chaos already • Frantic production rhythm There is never a good moment to come up with standards • Teams change / technologies / business models evolve There is never a unique standard • Lack of buy-in from stakeholders “Best” is often times trampled by circumstances or egos
  59. 59. 6. Ongoing Standardization Solution • Learned from errors • Introduced standardization during: • Migration from Classic GA to Universal • House cleaning • Got decision makers involved, educated and presented with evidence
  60. 60. 6. Ongoing Standardization What did we standardize? • Best practices around implementing measurement strategies • Code in extensions: GA function wrappers • Naming conventions • Tealium elements: Data Points, Load Rules, Tags, Extensions • GA elements: Events, Custom Dimensions
  61. 61. • Less margin for errors • Easier deployments • All that saves money ROI 5. Customer Data Integration
  62. 62. 1.Migrate from SiteCatalyst to Google Analytics 2.Global Revenue Attribution Project 3.Migrate from Classic GA to Universal 4.House Cleaning 5.Customer Data Integration 6.Ongoing Standardization 7.Executing and Tracking Semantic SEO
  63. 63. 7. Semantic SEO What is got to do SEO and Tealium? The EA Content Service is a flexible, API-driven mechanism that, in conjunction with a model that defines different content types and elements, allows content to be published on any platform and consumed on any device. Aaron Bradley @aaranged
  64. 64. 7. Semantic SEO How we tell better to Search Engines what our site is all about? They now read “JSON for Linking Data” or JSON-LD
  65. 65. 7. Semantic SEO Learn more > http://www.seoskeptic.com/json-ld-big-day-at-google/ EA Content Service
  66. 66. 7. Semantic SEO Consequence: “SERPs domination”
  67. 67. 7. Semantic SEO • More and better organic traffic • Deeper content analysis • Significant increases in revenue ROI
  68. 68. Wrapping Up
  69. 69. How Tealium Helps • Centralized control Who does what and where (Dev, QA, Prod) • Performance Tasks separation, everyone focus on what they do best • Agility Ability to react quickly to last minute changes • Scalability Marketing campaigns growing across products / properties / territories
  70. 70. What I’ve learned • Taming chaos is your job Don’t chicken out of it! • Everything evolves including measurement strategies. Don’t panic, question everything and adapt • No tool is perfect But support and commitment should. Be demanding • No tool, or set of them, is going to provide a 100% complete vision of the customer journey • No tool is going to solve the biggest issue Lack of measurement strategy
  71. 71. ROI
  72. 72. What we deal with (recap) • +35 properties • 1 E-commerce (across several platforms) • +10 Production teams • Quite a few Data Analysts, BIs, DB managers • +1,300 Measurement and marketing tags • +5 Billion monthly hits via Tealium (only Google Analytics) • Advanced tracking implementations • How many people required to manage all that?
  73. 73. All this chaos wrangled by only one guy and
  74. 74. No programmer was harmed in the making of these implementations
  75. 75. Thanks

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