SlideShare a Scribd company logo
Business Intelligence with
Google Universal Analytics
-

David Portnoy
Datalytx, Inc.
312.970.9740
http://LinkedIn.com/in/DavidPortnoy
-

-

-

© Copyright 2013 David Portnoy and Datalytx, Inc.

-

-

-
Google analytics has been evolving...
...to be even more compelling for BI applications, including campaign and
product optimization

Before

New since 2013

(Traditional GA)

(“Universal Analytics”)

Model for tracking data

Session oriented

User oriented
(Can tie even anonymous
user activity together and to
CRM)

How it works

Relies on cookies

Moves tracking to serverside

Non-web traffic

Must simulate (aka, “fake
it”) by requesting a page
that’s not displayed

Use Measurement Protocol
For website tracking
New features geared specifically to website tracking
Custom Dimensions vs. Variables
Before there were custom dimensions, GA made it possible to augment
insights from page hits and events with using Custom Variables. UA
enhances this capability greatly using Custom Dimensions.
There are a few key differences:
Custom Variables

Custom Dimensions

Both make it possible to apply user defined values to each hit
within the specified scope (visitor, session, page)
Managed client-side

Managed server-side
• Less data is sent with each hit
• Only index & value sent at collection
time

Name & scope must be edited within
code

More flexible: Name & scope can be
edited in web property settings without
modifying code

Each web property (collection of pages)
has only 5 custom variable “slots”

Each web property has 20 custom
dimension indices available
What does this mean for KISSmetrics?
UA is encroaching on the turf of a well-known player in web analytics:
KISSmetrics.
On one hand, UA has new features historically strengths of KISSmetrics
 Server-side tracking
 Universal collection
But KISSmetrics isn’t dead yet, still claiming advantages in several
capabilities
 Update historical data (specifying date), not just new incoming
 No limit for first-touch attribution (UA tracks up to 60 days before
purchase
 Track multiple purchases to get metrics like Lifetime Value, Monthly
Recurring Revenue, Churn
 Add any data using a MySQL database or CSV file
 When people become a customer, historical & anonymous data gets
connected to their customer profile retroactively
On Anonymous IDs


Not intended to store PII (Personally Identifiable) data in GA accounts



Anonymous IDs must be linked with internal company systems, such as CRM

More Related Content

Viewers also liked

Analisi del contenuto delle autocaratterizzazioni degli allievi in formazione
Analisi del contenuto delle autocaratterizzazioni degli allievi in formazioneAnalisi del contenuto delle autocaratterizzazioni degli allievi in formazione
Analisi del contenuto delle autocaratterizzazioni degli allievi in formazione
State of Mind
 
ISMB BioSchemas Presentation
ISMB BioSchemas PresentationISMB BioSchemas Presentation
ISMB BioSchemas Presentation
Niall Beard
 
Sw 300简介
Sw 300简介Sw 300简介
Sw 300简介
SEEDCHAN MACHINERY
 
Fiduciary stropheus 2.5.13
Fiduciary stropheus 2.5.13Fiduciary stropheus 2.5.13
Fiduciary stropheus 2.5.13
Stropheus Art Law
 
Genitori e web
Genitori e web  Genitori e web
Genitori e web
Attivamente Psicologhe
 
cibo ed emozioni,l'autostima
cibo ed emozioni,l'autostimacibo ed emozioni,l'autostima
cibo ed emozioni,l'autostima
Massimo Arcella
 

Viewers also liked (6)

Analisi del contenuto delle autocaratterizzazioni degli allievi in formazione
Analisi del contenuto delle autocaratterizzazioni degli allievi in formazioneAnalisi del contenuto delle autocaratterizzazioni degli allievi in formazione
Analisi del contenuto delle autocaratterizzazioni degli allievi in formazione
 
ISMB BioSchemas Presentation
ISMB BioSchemas PresentationISMB BioSchemas Presentation
ISMB BioSchemas Presentation
 
Sw 300简介
Sw 300简介Sw 300简介
Sw 300简介
 
Fiduciary stropheus 2.5.13
Fiduciary stropheus 2.5.13Fiduciary stropheus 2.5.13
Fiduciary stropheus 2.5.13
 
Genitori e web
Genitori e web  Genitori e web
Genitori e web
 
cibo ed emozioni,l'autostima
cibo ed emozioni,l'autostimacibo ed emozioni,l'autostima
cibo ed emozioni,l'autostima
 

More from David Portnoy

DDOD framework infographic
DDOD framework infographicDDOD framework infographic
DDOD framework infographic
David Portnoy
 
Impact of DDOD on Data Quality - White House 2016
Impact of DDOD on Data Quality -  White House 2016Impact of DDOD on Data Quality -  White House 2016
Impact of DDOD on Data Quality - White House 2016
David Portnoy
 
Industry Uses of HHS Data
Industry Uses of HHS DataIndustry Uses of HHS Data
Industry Uses of HHS Data
David Portnoy
 
DDOD for FOIA organizations
DDOD for FOIA organizationsDDOD for FOIA organizations
DDOD for FOIA organizations
David Portnoy
 
Intro to Demand-Driven Open Data for Data Owners
Intro to Demand-Driven Open Data for Data OwnersIntro to Demand-Driven Open Data for Data Owners
Intro to Demand-Driven Open Data for Data Owners
David Portnoy
 
Intro to Demand Driven Open Data for Data Users
Intro to Demand Driven Open Data for Data UsersIntro to Demand Driven Open Data for Data Users
Intro to Demand Driven Open Data for Data Users
David Portnoy
 
Case Study in Linked Data and Semantic Web: Human Genome
Case Study in Linked Data and Semantic Web: Human GenomeCase Study in Linked Data and Semantic Web: Human Genome
Case Study in Linked Data and Semantic Web: Human Genome
David Portnoy
 
Hybrid Data Warehouse Hadoop Implementations
Hybrid Data Warehouse Hadoop ImplementationsHybrid Data Warehouse Hadoop Implementations
Hybrid Data Warehouse Hadoop Implementations
David Portnoy
 
Agile Business Intelligence
Agile Business IntelligenceAgile Business Intelligence
Agile Business Intelligence
David Portnoy
 
Comparison of MPP Data Warehouse Platforms
Comparison of MPP Data Warehouse PlatformsComparison of MPP Data Warehouse Platforms
Comparison of MPP Data Warehouse Platforms
David Portnoy
 

More from David Portnoy (10)

DDOD framework infographic
DDOD framework infographicDDOD framework infographic
DDOD framework infographic
 
Impact of DDOD on Data Quality - White House 2016
Impact of DDOD on Data Quality -  White House 2016Impact of DDOD on Data Quality -  White House 2016
Impact of DDOD on Data Quality - White House 2016
 
Industry Uses of HHS Data
Industry Uses of HHS DataIndustry Uses of HHS Data
Industry Uses of HHS Data
 
DDOD for FOIA organizations
DDOD for FOIA organizationsDDOD for FOIA organizations
DDOD for FOIA organizations
 
Intro to Demand-Driven Open Data for Data Owners
Intro to Demand-Driven Open Data for Data OwnersIntro to Demand-Driven Open Data for Data Owners
Intro to Demand-Driven Open Data for Data Owners
 
Intro to Demand Driven Open Data for Data Users
Intro to Demand Driven Open Data for Data UsersIntro to Demand Driven Open Data for Data Users
Intro to Demand Driven Open Data for Data Users
 
Case Study in Linked Data and Semantic Web: Human Genome
Case Study in Linked Data and Semantic Web: Human GenomeCase Study in Linked Data and Semantic Web: Human Genome
Case Study in Linked Data and Semantic Web: Human Genome
 
Hybrid Data Warehouse Hadoop Implementations
Hybrid Data Warehouse Hadoop ImplementationsHybrid Data Warehouse Hadoop Implementations
Hybrid Data Warehouse Hadoop Implementations
 
Agile Business Intelligence
Agile Business IntelligenceAgile Business Intelligence
Agile Business Intelligence
 
Comparison of MPP Data Warehouse Platforms
Comparison of MPP Data Warehouse PlatformsComparison of MPP Data Warehouse Platforms
Comparison of MPP Data Warehouse Platforms
 

Recently uploaded

June Patch Tuesday
June Patch TuesdayJune Patch Tuesday
June Patch Tuesday
Ivanti
 
UiPath Test Automation using UiPath Test Suite series, part 6
UiPath Test Automation using UiPath Test Suite series, part 6UiPath Test Automation using UiPath Test Suite series, part 6
UiPath Test Automation using UiPath Test Suite series, part 6
DianaGray10
 
How to Get CNIC Information System with Paksim Ga.pptx
How to Get CNIC Information System with Paksim Ga.pptxHow to Get CNIC Information System with Paksim Ga.pptx
How to Get CNIC Information System with Paksim Ga.pptx
danishmna97
 
HCL Notes and Domino License Cost Reduction in the World of DLAU
HCL Notes and Domino License Cost Reduction in the World of DLAUHCL Notes and Domino License Cost Reduction in the World of DLAU
HCL Notes and Domino License Cost Reduction in the World of DLAU
panagenda
 
TrustArc Webinar - 2024 Global Privacy Survey
TrustArc Webinar - 2024 Global Privacy SurveyTrustArc Webinar - 2024 Global Privacy Survey
TrustArc Webinar - 2024 Global Privacy Survey
TrustArc
 
Columbus Data & Analytics Wednesdays - June 2024
Columbus Data & Analytics Wednesdays - June 2024Columbus Data & Analytics Wednesdays - June 2024
Columbus Data & Analytics Wednesdays - June 2024
Jason Packer
 
Digital Marketing Trends in 2024 | Guide for Staying Ahead
Digital Marketing Trends in 2024 | Guide for Staying AheadDigital Marketing Trends in 2024 | Guide for Staying Ahead
Digital Marketing Trends in 2024 | Guide for Staying Ahead
Wask
 
Artificial Intelligence for XMLDevelopment
Artificial Intelligence for XMLDevelopmentArtificial Intelligence for XMLDevelopment
Artificial Intelligence for XMLDevelopment
Octavian Nadolu
 
How to use Firebase Data Connect For Flutter
How to use Firebase Data Connect For FlutterHow to use Firebase Data Connect For Flutter
How to use Firebase Data Connect For Flutter
Daiki Mogmet Ito
 
Ocean lotus Threat actors project by John Sitima 2024 (1).pptx
Ocean lotus Threat actors project by John Sitima 2024 (1).pptxOcean lotus Threat actors project by John Sitima 2024 (1).pptx
Ocean lotus Threat actors project by John Sitima 2024 (1).pptx
SitimaJohn
 
GraphRAG for Life Science to increase LLM accuracy
GraphRAG for Life Science to increase LLM accuracyGraphRAG for Life Science to increase LLM accuracy
GraphRAG for Life Science to increase LLM accuracy
Tomaz Bratanic
 
OpenID AuthZEN Interop Read Out - Authorization
OpenID AuthZEN Interop Read Out - AuthorizationOpenID AuthZEN Interop Read Out - Authorization
OpenID AuthZEN Interop Read Out - Authorization
David Brossard
 
Nordic Marketo Engage User Group_June 13_ 2024.pptx
Nordic Marketo Engage User Group_June 13_ 2024.pptxNordic Marketo Engage User Group_June 13_ 2024.pptx
Nordic Marketo Engage User Group_June 13_ 2024.pptx
MichaelKnudsen27
 
Generating privacy-protected synthetic data using Secludy and Milvus
Generating privacy-protected synthetic data using Secludy and MilvusGenerating privacy-protected synthetic data using Secludy and Milvus
Generating privacy-protected synthetic data using Secludy and Milvus
Zilliz
 
HCL Notes und Domino Lizenzkostenreduzierung in der Welt von DLAU
HCL Notes und Domino Lizenzkostenreduzierung in der Welt von DLAUHCL Notes und Domino Lizenzkostenreduzierung in der Welt von DLAU
HCL Notes und Domino Lizenzkostenreduzierung in der Welt von DLAU
panagenda
 
20240609 QFM020 Irresponsible AI Reading List May 2024
20240609 QFM020 Irresponsible AI Reading List May 202420240609 QFM020 Irresponsible AI Reading List May 2024
20240609 QFM020 Irresponsible AI Reading List May 2024
Matthew Sinclair
 
Let's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with Slack
Let's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with SlackLet's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with Slack
Let's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with Slack
shyamraj55
 
20240607 QFM018 Elixir Reading List May 2024
20240607 QFM018 Elixir Reading List May 202420240607 QFM018 Elixir Reading List May 2024
20240607 QFM018 Elixir Reading List May 2024
Matthew Sinclair
 
“Building and Scaling AI Applications with the Nx AI Manager,” a Presentation...
“Building and Scaling AI Applications with the Nx AI Manager,” a Presentation...“Building and Scaling AI Applications with the Nx AI Manager,” a Presentation...
“Building and Scaling AI Applications with the Nx AI Manager,” a Presentation...
Edge AI and Vision Alliance
 
Programming Foundation Models with DSPy - Meetup Slides
Programming Foundation Models with DSPy - Meetup SlidesProgramming Foundation Models with DSPy - Meetup Slides
Programming Foundation Models with DSPy - Meetup Slides
Zilliz
 

Recently uploaded (20)

June Patch Tuesday
June Patch TuesdayJune Patch Tuesday
June Patch Tuesday
 
UiPath Test Automation using UiPath Test Suite series, part 6
UiPath Test Automation using UiPath Test Suite series, part 6UiPath Test Automation using UiPath Test Suite series, part 6
UiPath Test Automation using UiPath Test Suite series, part 6
 
How to Get CNIC Information System with Paksim Ga.pptx
How to Get CNIC Information System with Paksim Ga.pptxHow to Get CNIC Information System with Paksim Ga.pptx
How to Get CNIC Information System with Paksim Ga.pptx
 
HCL Notes and Domino License Cost Reduction in the World of DLAU
HCL Notes and Domino License Cost Reduction in the World of DLAUHCL Notes and Domino License Cost Reduction in the World of DLAU
HCL Notes and Domino License Cost Reduction in the World of DLAU
 
TrustArc Webinar - 2024 Global Privacy Survey
TrustArc Webinar - 2024 Global Privacy SurveyTrustArc Webinar - 2024 Global Privacy Survey
TrustArc Webinar - 2024 Global Privacy Survey
 
Columbus Data & Analytics Wednesdays - June 2024
Columbus Data & Analytics Wednesdays - June 2024Columbus Data & Analytics Wednesdays - June 2024
Columbus Data & Analytics Wednesdays - June 2024
 
Digital Marketing Trends in 2024 | Guide for Staying Ahead
Digital Marketing Trends in 2024 | Guide for Staying AheadDigital Marketing Trends in 2024 | Guide for Staying Ahead
Digital Marketing Trends in 2024 | Guide for Staying Ahead
 
Artificial Intelligence for XMLDevelopment
Artificial Intelligence for XMLDevelopmentArtificial Intelligence for XMLDevelopment
Artificial Intelligence for XMLDevelopment
 
How to use Firebase Data Connect For Flutter
How to use Firebase Data Connect For FlutterHow to use Firebase Data Connect For Flutter
How to use Firebase Data Connect For Flutter
 
Ocean lotus Threat actors project by John Sitima 2024 (1).pptx
Ocean lotus Threat actors project by John Sitima 2024 (1).pptxOcean lotus Threat actors project by John Sitima 2024 (1).pptx
Ocean lotus Threat actors project by John Sitima 2024 (1).pptx
 
GraphRAG for Life Science to increase LLM accuracy
GraphRAG for Life Science to increase LLM accuracyGraphRAG for Life Science to increase LLM accuracy
GraphRAG for Life Science to increase LLM accuracy
 
OpenID AuthZEN Interop Read Out - Authorization
OpenID AuthZEN Interop Read Out - AuthorizationOpenID AuthZEN Interop Read Out - Authorization
OpenID AuthZEN Interop Read Out - Authorization
 
Nordic Marketo Engage User Group_June 13_ 2024.pptx
Nordic Marketo Engage User Group_June 13_ 2024.pptxNordic Marketo Engage User Group_June 13_ 2024.pptx
Nordic Marketo Engage User Group_June 13_ 2024.pptx
 
Generating privacy-protected synthetic data using Secludy and Milvus
Generating privacy-protected synthetic data using Secludy and MilvusGenerating privacy-protected synthetic data using Secludy and Milvus
Generating privacy-protected synthetic data using Secludy and Milvus
 
HCL Notes und Domino Lizenzkostenreduzierung in der Welt von DLAU
HCL Notes und Domino Lizenzkostenreduzierung in der Welt von DLAUHCL Notes und Domino Lizenzkostenreduzierung in der Welt von DLAU
HCL Notes und Domino Lizenzkostenreduzierung in der Welt von DLAU
 
20240609 QFM020 Irresponsible AI Reading List May 2024
20240609 QFM020 Irresponsible AI Reading List May 202420240609 QFM020 Irresponsible AI Reading List May 2024
20240609 QFM020 Irresponsible AI Reading List May 2024
 
Let's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with Slack
Let's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with SlackLet's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with Slack
Let's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with Slack
 
20240607 QFM018 Elixir Reading List May 2024
20240607 QFM018 Elixir Reading List May 202420240607 QFM018 Elixir Reading List May 2024
20240607 QFM018 Elixir Reading List May 2024
 
“Building and Scaling AI Applications with the Nx AI Manager,” a Presentation...
“Building and Scaling AI Applications with the Nx AI Manager,” a Presentation...“Building and Scaling AI Applications with the Nx AI Manager,” a Presentation...
“Building and Scaling AI Applications with the Nx AI Manager,” a Presentation...
 
Programming Foundation Models with DSPy - Meetup Slides
Programming Foundation Models with DSPy - Meetup SlidesProgramming Foundation Models with DSPy - Meetup Slides
Programming Foundation Models with DSPy - Meetup Slides
 

Business Intelligence with Google Universal Analytics

  • 1. Business Intelligence with Google Universal Analytics - David Portnoy Datalytx, Inc. 312.970.9740 http://LinkedIn.com/in/DavidPortnoy - - - © Copyright 2013 David Portnoy and Datalytx, Inc. - - -
  • 2. Google analytics has been evolving... ...to be even more compelling for BI applications, including campaign and product optimization Before New since 2013 (Traditional GA) (“Universal Analytics”) Model for tracking data Session oriented User oriented (Can tie even anonymous user activity together and to CRM) How it works Relies on cookies Moves tracking to serverside Non-web traffic Must simulate (aka, “fake it”) by requesting a page that’s not displayed Use Measurement Protocol
  • 3. For website tracking New features geared specifically to website tracking
  • 4. Custom Dimensions vs. Variables Before there were custom dimensions, GA made it possible to augment insights from page hits and events with using Custom Variables. UA enhances this capability greatly using Custom Dimensions. There are a few key differences: Custom Variables Custom Dimensions Both make it possible to apply user defined values to each hit within the specified scope (visitor, session, page) Managed client-side Managed server-side • Less data is sent with each hit • Only index & value sent at collection time Name & scope must be edited within code More flexible: Name & scope can be edited in web property settings without modifying code Each web property (collection of pages) has only 5 custom variable “slots” Each web property has 20 custom dimension indices available
  • 5. What does this mean for KISSmetrics? UA is encroaching on the turf of a well-known player in web analytics: KISSmetrics. On one hand, UA has new features historically strengths of KISSmetrics  Server-side tracking  Universal collection But KISSmetrics isn’t dead yet, still claiming advantages in several capabilities  Update historical data (specifying date), not just new incoming  No limit for first-touch attribution (UA tracks up to 60 days before purchase  Track multiple purchases to get metrics like Lifetime Value, Monthly Recurring Revenue, Churn  Add any data using a MySQL database or CSV file  When people become a customer, historical & anonymous data gets connected to their customer profile retroactively
  • 6. On Anonymous IDs  Not intended to store PII (Personally Identifiable) data in GA accounts  Anonymous IDs must be linked with internal company systems, such as CRM