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Brighton SEO - What It's Like Having GA Premium

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Arianne Donoghue's talk from Brighton SEO on What It's Like Having Google Analytics Premium.

Published in: Marketing

Brighton SEO - What It's Like Having GA Premium

  1. 1. @ariannedonoghue Whatit’slikehavingGA Premium
  2. 2. @ariannedonoghue Whatit’slikehaving GoogleAnalytics360 Suiteisn’tquiteassnappy
  3. 3. @ariannedonoghue Whoareicelolly.com?
  4. 4. @ariannedonoghue Abitabouticelolly.com
  5. 5. @ariannedonoghue Abitabouticelolly.com
  6. 6. @ariannedonoghue Abitabouticelolly.com
  7. 7. @ariannedonoghue We’reonajourney
  8. 8. @ariannedonoghue We’reonajourney 1 year ago Future
  9. 9. @ariannedonoghue WhyGAP? Using free GA – trust! Data continuity & no hassle migration Integrations Self-Service – frees up data team Google continues to invest/improve Minimises specialist recruitment
  10. 10. @ariannedonoghue Mostanalyticspackages Small upfront cost Massive extra costs for *everything*
  11. 11. @ariannedonoghue Sowhat’sitlike?
  12. 12. @ariannedonoghue SLOW Inaword…
  13. 13. @ariannedonoghue Inaword…
  14. 14. @ariannedonoghue Sowhat’sdifferent?
  15. 15. @ariannedonoghue What’sdifferent? HITS 10 million per month 20 billion per month (standard tier)
  16. 16. @ariannedonoghue What’sdifferent? Custom Dimensions 20 200
  17. 17. @ariannedonoghue What’sdifferent? SAMPLING Sampled only Up to 500,000 sessions Sampled & unsampled Up to 10,000,000
  18. 18. @ariannedonoghue What’sdifferent? Native Integrations
  19. 19. @ariannedonoghue What’sdifferent? Big Query
  20. 20. @ariannedonoghue What’sdifferent? Doubleclick Doubleclick for Publishers, Doubleclick Bid Manager, Doubleclick Campaign Manager
  21. 21. @ariannedonoghue DoubleclickStackIntegration
  22. 22. @ariannedonoghue What’sdifferent? Impression Data
  23. 23. @ariannedonoghue What’sdifferent? ATTRIBUTION Several options Plus create your own Includes data- driven model Plus all standard reports
  24. 24. @ariannedonoghue What’sthisdata-drivenmodel?
  25. 25. @ariannedonoghue What’sthisdata-drivenmodel?
  26. 26. @ariannedonoghue What’sdifferent? SLAs/Support Product Support, 24/7 team Uptime guarantees None as standard
  27. 27. @ariannedonoghue What’sdifferent? COST Free Variable Direct or via reseller
  28. 28. @ariannedonoghue Itlooksexactlythesame!
  29. 29. @ariannedonoghue What’sNOTdifferent? (not provided) is still a thing No other SEO-related perks either
  30. 30. @ariannedonoghue Whatdifferencehasit madetous?
  31. 31. @ariannedonoghue Whatdifferencehasitmadetous? Time saving Non- sampled data Access to experts Valuable to different users/needs Big Query Free Cloud credits
  32. 32. @ariannedonoghue Greaterthanthesumofitsparts
  33. 33. @ariannedonoghue It’s changed how we do things and how we think about analytics Whatdifferencehasitmadetous?
  34. 34. @ariannedonoghue BigQuery Raw, hit-by-hit level, unsampled data
  35. 35. @ariannedonoghue UsingBigQuery • Time intensive • 2 full-time analysts – struggling to utilise fully • Need the right tools & right people • Heavy duty tools required – more than just Excel!
  36. 36. @ariannedonoghue BigQuery–icelollyCustomerJourney
  37. 37. @ariannedonoghue BigQuery–icelollyCustomerJourney
  38. 38. @ariannedonoghue TVanalysis
  39. 39. @ariannedonoghue Howwe’reusingit-Hotels £0 £250
  40. 40. @ariannedonoghue CustomDimensions • Can track up to 200 Custom Dimensions/Metrics • E.g. search form selections • This gets utilised in marketing campaigns
  41. 41. @ariannedonoghue Challengeourassumptions!
  42. 42. @ariannedonoghue Impactontesting • More of the why to testing • Which customers see trial elements? • How else does it affect their journey?
  43. 43. @ariannedonoghue Whatdifferencehasitmadetome? Impression Data Doubleclick Integration Amazing Audiences Sampling Data Driven Attribution TV Uplift
  44. 44. @ariannedonoghue What’snextforus?
  45. 45. @ariannedonoghue What’snextforus? • More automation/less manual work (Big Query + data warehousing) • Customer journey adaptation • Further Doubleclick integration & marketing application
  46. 46. @ariannedonoghue Coulditberightforyou?
  47. 47. @ariannedonoghue Coulditberightforyou? 1. Do you need the capacity? 2. Do you need the bells & whistles? 3. Do you have the right resources to maximise it? 4. Do you have an unusual business?
  48. 48. @ariannedonoghue Deliberatelycheesyslide! COMMITMENT! • Time – 1 year in we’re still learning/changing • People – 2 analysts & still want more! • Tools & tech – data vis, SQL etc • The whole business needs to get involved
  49. 49. @ariannedonoghue Thankyou!

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