A taste of Snowplow Analytics data

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An introduction to Snowplow Analytics and the problems it solves for analysts - presented to Web Analytics Wednesday Melbourne. 15th May 2014

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  • Thanks DamionWelcme to WAWWho’s new?Who’s heard of Snowplow?
  • To really understand why Snowplow is important, you need to know why the founders developed it.It’s a fantastic tool that gives you the flexibility to do stuff other businesses can only dream of doing.
  • Looking at aggregated metrics sampling can be OK, but when you start looking at the long tail, things start getting messy.
  • With the move towards universal analytics, Analytics wants us to track anything and everything in GA – but some things just don’t seem to fit. As I’ll show you with snowplow
  • Using big data tools like Map Reduce, Hadoop, Redshift and Amazon S3Together these can support the largest analytics deployments out there.
  • You get access to the raw logs if you wantAnd the data is so easy to connect to your existing data sets! Being SQL based, anyone can query it using standard languages and whatnot.
  • A taste of Snowplow Analytics data

    1. 1. A TASTE OF SNOWPLOW ANALYTICS by Rob Kingston www.optimisationbeacon.com
    2. 2. AGENDA • Problems with analytics vendors today • Introducing Snowplow Analytics • Live demo • Getting started with it
    3. 3. THERE ARE LOTS OF PROBLEMS WITH WEB ANALYTICS TODAY… … AND THEY PREVENT US FROM DELIVERING VALUABLE INSIGHTS THAT COULD GIVE OUR BUSINESSES A COMPETITIVE ADVANTAGE
    4. 4. THE STUFF OF (ANALYSTS’) NIGHTMARES
    5. 5. SOMETIMES COMPLEX EVENTS DON’T FIT INTO OUR TOOLS Pageviews Events Ecommerce Social / Timing Add to cart Split test trackingWeather data Logins Item views Scroll reach Form tracking Copy Paste Offline data Size, Price and Availability External systems Click trackingSocial
    6. 6. WHEN WE START GENERATING SERIOUS TRAFFIC WE’RE SOMETIMES FORCED TO CAP OURSELVES • … unless you go GA Premium or Site Catalyst. Alright Google
    7. 7. BUSINESS RULES CHANGED: NEED TO REPROCESS DATA? New retroactive goal Change to IP filters Exclude query parameters Reprocess old logs with new enrichments Excluding erroneous data Forgot to capture full referrers New rules for identifying users Update session definition
    8. 8. AND WHEN DATA IS PROCESSED, YOU CAN’T VALIDATE IT OR CHECK THAT IT’S OK • “Hmmm… what’s this spike in organic traffic?” Well… it’s not organic traffic. It should have been classified as referral
    9. 9. ONCE THE DATA IS ‘IN’ IT’S HARD TO GET OUT AND COMBINE WITH OTHER SOURCES • Use the Analytics API or Ask Adobe for your logs… • Only 7 dimensions and 7 metrics at a time Web Analytics data  Other business data
    10. 10. FOR HIGHER-VALUE BESPOKE ANALYSES YOU NEED TO HACK TOGETHER API QUERIES “My eyes!”
    11. 11. ENTER SNOWPLOW ANALYTICS
    12. 12. AN OPEN SOURCE WEB ANALYTICS PLATFORM • Developed by Alexander Dean & Yali Sassoon since the start of 2012 • Their core users collect lots of data (billions of events) YaliAlex
    13. 13. BUILT TO SCALE. SERIOUSLY. • Can theoretically handle hundreds of millions of events per day
    14. 14. MODULAR DESIGN SO YOU CAN CHOP AND CHANGE COMPONENTS THAT BEST SUIT YOUR BUSINESS
    15. 15. YOUR ANALYTICS DATA IN YOUR DATA WAREHOUSE Other Business Data Web Analytics data 
    16. 16. STRUCTURED + UNSTRUCTURED DATA (GEEK SPEAK FOR REALLY FLEXIBLE DATA COLLECTION)
    17. 17. HERE ARE JUST A FEW EXAMPLES OF THE COOL THINGS IT ENABLES OUT OF THE BOX • Scroll reach heatmapping • Total value by user, purchase latency • Tracking split tests with enormous samples (no example, but very much possible to do)
    18. 18. EXCELLENT DOCUMENTATION AND AN AWESOMELY HELPFUL COMMUNITY… • Technical guides for advanced implementations • https://github.com/snowplow/snowplow/wiki/Snowplow-technical-documentation • Setup guide to get started • https://github.com/snowplow/snowplow/wiki/Setting-up-Snowplow • Google Group for questions support and blue sky thinking • https://groups.google.com/forum/#!forum/snowplow-user
    19. 19. PLAYS NICELY WITH GOOGLE ANALYTICS, TAG MANAGER AND YOUR OTHER SCRIPTS
    20. 20. A PRICE TAG THAT WON’T BREAK THE BANK EITHER…
    21. 21. KEY SNOWPLOW TAKEAWAYS 1. Enables high-value bespoke analytics difficult to do in GA/Other vendors 2. Can be customized for many types of businesses 3. Free, open source and excellent community support 4. You own your data – and you never need to worry about sampling 5. Perfect accompaniment to a Google Analytics Standard account
    22. 22. QUESTIONS? Rob Kingston www.optimisationbeacon.com

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