This document summarizes Andy Young's presentation on analytics tools and tips for marketers in 2016. The presentation covers why analytics are important for businesses, common analytics failures to avoid, key metrics to track at different stages of business and product growth, techniques for early-stage and growth-stage businesses, and considerations for selecting analytics tools and platforms. The goal is to provide marketers with guidance on using data-driven approaches to optimize growth.
Strategies, Tools and Tactics for growth depends on stage of startup and goals. These slides cover the data, metrics, strategies for early and growth stage startups.
Zero to Hero: Marketing for Startups and Growing CompaniesLily Leung
Practical, free and low-cost tools to kick-off your startup marketing.
In this presentation, we talk about:
● How marketing has evolved
● Understanding the buyer’s journey and adding value to it so you stay top of mind
when they’re ready to buy
● Best practices for SEO to help you get found
● How to use social media and email marketing
● An approach you can take to measure your results so you can refine your approach
● And at the end we’ll open it up to questions
Conversion Hotel 2014: Angie Schotmuller (US) keynoteWebanalisten .nl
Angie Schottmuller, well known SEO and conversion consultant and star wars lover. Slides from her friday keynote at Conversion Hotel 2014 #CH2014 #enjoy
10 Most Frequently Asked Questions about Measuring Social MediaAlan K'necht
Alan K'necht & Adam Proehl explore the top 10 questions they are asked about measuring social media presented at Pubcon New Orleans on March 20, 2014. By exploring these questions and providing insightful answers and examples and case studies they provide valuable insight in how to measure social marketing efforts.
Growth Marketing Conference London 2017 - Andy Young - Building a Growth ModelGrowth Tribe
Andy Young is a Entrepreneur in Residence at 500 Startups, as well as a Growth Consultant and mentor at accelerators like Seedcamp, TechStars, EF, Ignite100 and Oxygen. He's also given talks and has led workshops at events such as WebSummit, South Summit, Leanconf & ProductTank.
Andy helps fun teams with big ambitions, from core strategy to getting his hands dirty with growth, product, analytics and code.
During London's Growth Marketing Conference 2017, Andy gave a talk on 'Building A Growth Model For Your Business', in which he walked us through the most important steps in creating a growth model for you.
Email or tweet Andy if you'd like to chat - andy@apexa.co.uk / @andyy
LinkedIn: https://www.linkedin.com/in/andrewyoung/
[Elite Camp 2016] Yehoshua Coren - Strategic And Tactical Implementation And ...CXL
Hands on session focused on how to get the most out of Google Analytics. Yehoshua will show you how he approaches implementation of GA's enhanced features, including Custom Dimensions, Custom Metrics, Data Import, and Enhanced Ecommerce. Yehoshua will show you how to access a beautifully crafted data set via custom reports and segments and put it to use. Go home with a list of "things to do tomorrow" and practical knowledge about how to do it!
Measuring Content Performance - Jon HibbittSiteVisibility
Earlier this year Jon Hibbitt, SiteVisibility's Technical SEO Analyst spoke to the Brighton and Hove chamber of commerce about content marketing and how you can measure your contents performance.
Humanizing The Serp, One Word at a TimeWil Reynolds
Searchlove London 2016
This is my attempt to bring a human perspective to search. The study of words people use, listening to what they think about the SERPS they find, and how those results are or are not solving problems. As algorithms get smarter, they mirror humans, lets start studying them too.
[Elite Camp 2016] Amy Harrison - The Science of Screenwriting for Online Mark...CXL
Stating your offer is just not enough. Your copy has to command your prospects’ attention and drive them seamlessly to your call-to-action. You need to drill down into human desire and motivation if you want someone to look at your service and say ‘tell me more!’
Great screenwriting does just that - it encourages readers to turn the page and viewers to stay in their seats. Trained scriptwriter and copywriter Amy Harrison shows you how businesses are already using secrets of the screen to create high-converting landing pages, web content and more. You’ll also take away scriptwriting techniques you can implement in your own copy straight after the session.
The 500 Startups Marketing Stack - Matt Lerner's talk from MarTech Europe 2015Matt Lerner
Slides from my talk "The 500 Marketing Stack: 10 Pieces Of MarTech Genius To Disrupt Your Competitors" at MarTech Europe 2015 - PLUS a full list of 35 of our favourite tools.
Session on Metrics delivered to Wayra (early stage) Startups on Bootcamps celebrated in Madrid and Barcelona on March - April 2013.
@marcoseguillor
www.marcoseguillor.com
Adobe User Group Amsterdam - Correlation between Innovation & Growth Hacking jeroentjepkema
My slides from my session at Adobe User Group Amsterdam 2015. Theme was "Hack your Growth" and a follow up of the Lean Analytics workshop from Alistair Croll at April 21st in Amsterdam. The talk is about why we need Growth Hacking to stimulate (corporate) innovation, from innovation dilemma, to lean analytics and various examples on growth hacking...
SearchLove London 2016 | Lea Pica | How to Present to Get ResultsDistilled
Wil's talk will look at the role that words play, and we'll look at amazing, compelling copy that showcases the power of words. His talk will also go over ways to improve your empathy for customers and what it's like to be in their shoes. There'll also be an interesting look at how we can incorporate interviewing into the keyword research process. However, all these big ideas, mean nothing if we don't show you how to make the pitch to a reluctant boss, or client, so we'll end on how to pitch the value to get the buy in.
Strategies, Tools and Tactics for growth depends on stage of startup and goals. These slides cover the data, metrics, strategies for early and growth stage startups.
Zero to Hero: Marketing for Startups and Growing CompaniesLily Leung
Practical, free and low-cost tools to kick-off your startup marketing.
In this presentation, we talk about:
● How marketing has evolved
● Understanding the buyer’s journey and adding value to it so you stay top of mind
when they’re ready to buy
● Best practices for SEO to help you get found
● How to use social media and email marketing
● An approach you can take to measure your results so you can refine your approach
● And at the end we’ll open it up to questions
Conversion Hotel 2014: Angie Schotmuller (US) keynoteWebanalisten .nl
Angie Schottmuller, well known SEO and conversion consultant and star wars lover. Slides from her friday keynote at Conversion Hotel 2014 #CH2014 #enjoy
10 Most Frequently Asked Questions about Measuring Social MediaAlan K'necht
Alan K'necht & Adam Proehl explore the top 10 questions they are asked about measuring social media presented at Pubcon New Orleans on March 20, 2014. By exploring these questions and providing insightful answers and examples and case studies they provide valuable insight in how to measure social marketing efforts.
Growth Marketing Conference London 2017 - Andy Young - Building a Growth ModelGrowth Tribe
Andy Young is a Entrepreneur in Residence at 500 Startups, as well as a Growth Consultant and mentor at accelerators like Seedcamp, TechStars, EF, Ignite100 and Oxygen. He's also given talks and has led workshops at events such as WebSummit, South Summit, Leanconf & ProductTank.
Andy helps fun teams with big ambitions, from core strategy to getting his hands dirty with growth, product, analytics and code.
During London's Growth Marketing Conference 2017, Andy gave a talk on 'Building A Growth Model For Your Business', in which he walked us through the most important steps in creating a growth model for you.
Email or tweet Andy if you'd like to chat - andy@apexa.co.uk / @andyy
LinkedIn: https://www.linkedin.com/in/andrewyoung/
[Elite Camp 2016] Yehoshua Coren - Strategic And Tactical Implementation And ...CXL
Hands on session focused on how to get the most out of Google Analytics. Yehoshua will show you how he approaches implementation of GA's enhanced features, including Custom Dimensions, Custom Metrics, Data Import, and Enhanced Ecommerce. Yehoshua will show you how to access a beautifully crafted data set via custom reports and segments and put it to use. Go home with a list of "things to do tomorrow" and practical knowledge about how to do it!
Measuring Content Performance - Jon HibbittSiteVisibility
Earlier this year Jon Hibbitt, SiteVisibility's Technical SEO Analyst spoke to the Brighton and Hove chamber of commerce about content marketing and how you can measure your contents performance.
Humanizing The Serp, One Word at a TimeWil Reynolds
Searchlove London 2016
This is my attempt to bring a human perspective to search. The study of words people use, listening to what they think about the SERPS they find, and how those results are or are not solving problems. As algorithms get smarter, they mirror humans, lets start studying them too.
[Elite Camp 2016] Amy Harrison - The Science of Screenwriting for Online Mark...CXL
Stating your offer is just not enough. Your copy has to command your prospects’ attention and drive them seamlessly to your call-to-action. You need to drill down into human desire and motivation if you want someone to look at your service and say ‘tell me more!’
Great screenwriting does just that - it encourages readers to turn the page and viewers to stay in their seats. Trained scriptwriter and copywriter Amy Harrison shows you how businesses are already using secrets of the screen to create high-converting landing pages, web content and more. You’ll also take away scriptwriting techniques you can implement in your own copy straight after the session.
The 500 Startups Marketing Stack - Matt Lerner's talk from MarTech Europe 2015Matt Lerner
Slides from my talk "The 500 Marketing Stack: 10 Pieces Of MarTech Genius To Disrupt Your Competitors" at MarTech Europe 2015 - PLUS a full list of 35 of our favourite tools.
Session on Metrics delivered to Wayra (early stage) Startups on Bootcamps celebrated in Madrid and Barcelona on March - April 2013.
@marcoseguillor
www.marcoseguillor.com
Adobe User Group Amsterdam - Correlation between Innovation & Growth Hacking jeroentjepkema
My slides from my session at Adobe User Group Amsterdam 2015. Theme was "Hack your Growth" and a follow up of the Lean Analytics workshop from Alistair Croll at April 21st in Amsterdam. The talk is about why we need Growth Hacking to stimulate (corporate) innovation, from innovation dilemma, to lean analytics and various examples on growth hacking...
SearchLove London 2016 | Lea Pica | How to Present to Get ResultsDistilled
Wil's talk will look at the role that words play, and we'll look at amazing, compelling copy that showcases the power of words. His talk will also go over ways to improve your empathy for customers and what it's like to be in their shoes. There'll also be an interesting look at how we can incorporate interviewing into the keyword research process. However, all these big ideas, mean nothing if we don't show you how to make the pitch to a reluctant boss, or client, so we'll end on how to pitch the value to get the buy in.
Andy Young - The Myth of the Hockey StickTuring Fest
The web is filled with endless stories of the infamous tricks and “growth hacks” apparently utilised by famous startups and enlightened others to achieve the holy grail of exponential growth. Andy will cut through the noise to examine the truth behind real growth stories and explore strategies we can all use to grow sustainably without sacrificing ambition.
The "Secret" on - How to "read" peoples minds? -Ivan Rečević
Presentation on Google Analytics and how to use it to "read" people minds. Focused on agencies and publishers on #allwebmk conference in Skopje, Macedonia in Nov 2015
Idea Validation - Deep dive into secondary search and primary interviewing. Inspiration from IDEO, Chalmers University Business Design courses and personal experience.
Anvil | Lunch & Learn | Optimizing Your Website for Voice Search & Position 0Anvil Media, Inc.
Anvil President and Founder walks you through optimizing your website for voice search and position 0, as well as sharing important statistics to influence your strategy accordingly.
--
Anvil media is an Integrated marketing agency specializing in Search Engine Marketing, Search Engine Optimization, Pay-Per-Click, Social & Mobile Marketing.
--
Website: http://www.anvilmediainc.com/
Facebook: https://www.facebook.com/AnvilMediaInc/
LinkedIn: https://www.linkedin.com/company/anvi...
Twitter: https://twitter.com/anvilmedia
Instagram: https://www.instagram.com/anvilmedia/
People, process, platform, presented by Adam SingerSocialMedia.org
In his Brands-Only Summit Pre-Conference presentation, Google's Adam Singer shares how to build a smart, flexible analytics organization.
He talks about how getting the right people, implementing the right processes, and using the right technology platform will help you stay current in measuring marketing and sales performance.
Cogswell College - Handson Crowdfunding Workshop - March 29Cogswell College
Crowdfunding is becoming a formidable new way to fund new entrepreneurial projects and companies – particularly for creative projects and innovative design products.
But this new world of crowdfunding has a new set of rules, and requires new techniques and approaches – from crafting a pitch to creating videos to new legal and marketing issues.
In this workshop, you’ll learn, hands on: How to prepare your idea or company to attract crowdfunding; How to conduct a successful crowdfunding campaign using social media, and How to leverage your crowdfunding campaign into broader entrepreneurial success.
You’ll learn the best-practices and methods of writing to attract funding, and to create a compelling crowdfunding video yourself, using low cost equipment and free software tools.
- See more at: http://entblog.cogswell.edu/crowdfundingworkshop-march
You know your audience like the back of your hand, right? Without hard data, however, you may not know them nearly as well as you think. What do they want? Where do they come from? What do they think about you? These are the kind of questions business intelligence answers, and Google Analytics helps you tap into that intelligence. It connects the dots between you and your audience through your website, helping you communicate more efficiently and make better business decisions.
In this session, Mark Farmer will take you from the basics of Google Analytics, the most popular web statistics package for nonprofits, through some of the more advanced features. By the end you’ll understand how to track your visitors and their behavior, profile them, create goals and much more.
Takeaways:
- A solid understanding of online statistics and how they can benefit you and your organization
- Firm knowledge of how to get started with Google Analytics
- A roadmap for how to dive deeper and get even more out of your statistics
Social ROI: What are Tour Operators doing?Catherine Heeg
Explore social marketing ROI of tour operators. Discover what results they experienced as well as correlations between investment and return. Recommendations are provided based on research results.
Based on research conducted by students at George Washington University, NTA Tour Operators provide insight into the return on investment and successes of social media marketing. This study was made possible by NTA, Customized Management Solutions and Courier Magazine.
Similar to Data-driven Growth - Analytics & Attribution for Marketers in 2016 | Turing Festival (20)
Adjusting OpenMP PageRank : SHORT REPORT / NOTESSubhajit Sahu
For massive graphs that fit in RAM, but not in GPU memory, it is possible to take
advantage of a shared memory system with multiple CPUs, each with multiple cores, to
accelerate pagerank computation. If the NUMA architecture of the system is properly taken
into account with good vertex partitioning, the speedup can be significant. To take steps in
this direction, experiments are conducted to implement pagerank in OpenMP using two
different approaches, uniform and hybrid. The uniform approach runs all primitives required
for pagerank in OpenMP mode (with multiple threads). On the other hand, the hybrid
approach runs certain primitives in sequential mode (i.e., sumAt, multiply).
Quantitative Data AnalysisReliability Analysis (Cronbach Alpha) Common Method...2023240532
Quantitative data Analysis
Overview
Reliability Analysis (Cronbach Alpha)
Common Method Bias (Harman Single Factor Test)
Frequency Analysis (Demographic)
Descriptive Analysis
The Building Blocks of QuestDB, a Time Series Databasejavier ramirez
Talk Delivered at Valencia Codes Meetup 2024-06.
Traditionally, databases have treated timestamps just as another data type. However, when performing real-time analytics, timestamps should be first class citizens and we need rich time semantics to get the most out of our data. We also need to deal with ever growing datasets while keeping performant, which is as fun as it sounds.
It is no wonder time-series databases are now more popular than ever before. Join me in this session to learn about the internal architecture and building blocks of QuestDB, an open source time-series database designed for speed. We will also review a history of some of the changes we have gone over the past two years to deal with late and unordered data, non-blocking writes, read-replicas, or faster batch ingestion.
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Data and AI
Discussion on Vector Databases, Unstructured Data and AI
https://www.meetup.com/unstructured-data-meetup-new-york/
This meetup is for people working in unstructured data. Speakers will come present about related topics such as vector databases, LLMs, and managing data at scale. The intended audience of this group includes roles like machine learning engineers, data scientists, data engineers, software engineers, and PMs.This meetup was formerly Milvus Meetup, and is sponsored by Zilliz maintainers of Milvus.
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Data and AI
Round table discussion of vector databases, unstructured data, ai, big data, real-time, robots and Milvus.
A lively discussion with NJ Gen AI Meetup Lead, Prasad and Procure.FYI's Co-Found
Data Centers - Striving Within A Narrow Range - Research Report - MCG - May 2...pchutichetpong
M Capital Group (“MCG”) expects to see demand and the changing evolution of supply, facilitated through institutional investment rotation out of offices and into work from home (“WFH”), while the ever-expanding need for data storage as global internet usage expands, with experts predicting 5.3 billion users by 2023. These market factors will be underpinned by technological changes, such as progressing cloud services and edge sites, allowing the industry to see strong expected annual growth of 13% over the next 4 years.
Whilst competitive headwinds remain, represented through the recent second bankruptcy filing of Sungard, which blames “COVID-19 and other macroeconomic trends including delayed customer spending decisions, insourcing and reductions in IT spending, energy inflation and reduction in demand for certain services”, the industry has seen key adjustments, where MCG believes that engineering cost management and technological innovation will be paramount to success.
MCG reports that the more favorable market conditions expected over the next few years, helped by the winding down of pandemic restrictions and a hybrid working environment will be driving market momentum forward. The continuous injection of capital by alternative investment firms, as well as the growing infrastructural investment from cloud service providers and social media companies, whose revenues are expected to grow over 3.6x larger by value in 2026, will likely help propel center provision and innovation. These factors paint a promising picture for the industry players that offset rising input costs and adapt to new technologies.
According to M Capital Group: “Specifically, the long-term cost-saving opportunities available from the rise of remote managing will likely aid value growth for the industry. Through margin optimization and further availability of capital for reinvestment, strong players will maintain their competitive foothold, while weaker players exit the market to balance supply and demand.”
Adjusting primitives for graph : SHORT REPORT / NOTESSubhajit Sahu
Graph algorithms, like PageRank Compressed Sparse Row (CSR) is an adjacency-list based graph representation that is
Multiply with different modes (map)
1. Performance of sequential execution based vs OpenMP based vector multiply.
2. Comparing various launch configs for CUDA based vector multiply.
Sum with different storage types (reduce)
1. Performance of vector element sum using float vs bfloat16 as the storage type.
Sum with different modes (reduce)
1. Performance of sequential execution based vs OpenMP based vector element sum.
2. Performance of memcpy vs in-place based CUDA based vector element sum.
3. Comparing various launch configs for CUDA based vector element sum (memcpy).
4. Comparing various launch configs for CUDA based vector element sum (in-place).
Sum with in-place strategies of CUDA mode (reduce)
1. Comparing various launch configs for CUDA based vector element sum (in-place).
Data-driven Growth - Analytics & Attribution for Marketers in 2016 | Turing Festival
1. 📈 🚀
Andy Young, 500 Startups / Freelance
Turing Festival 2016
Analytics tools and tips for marketers in 2016
Data-driven Growth
2. Andy Young - @andyy - http://bit.ly/analytics-turing
Hi, I’m Andy!
@andyy
#fb
Photo by Dan Taylor - dan@heisenbergmedia.com
3. Andy Young - @andyy - http://bit.ly/analytics-turing
Agenda
Why analytics?
Deconstructing the modern analytics stack
Lies, damn lies, and tech metrics..
- analytics in the real world
4. Andy Young - @andyy - http://bit.ly/analytics-turing 🤔
Why analytics?
5. Andy Young - @andyy - http://bit.ly/analytics-turing
Don’t start with the data
6. Andy Young - @andyy - http://bit.ly/analytics-turing
Common Analytics FAILS
• Drowning in data
• Not identifying
key questions to answer
• Not starting with
clear hypotheses
7. Andy Young - @andyy - http://bit.ly/analytics-turing
Common Analytics FAILS
• Drowning in data
• Not identifying
key questions to answer
• Not starting with
clear hypotheses
8. Andy Young - @andyy - http://bit.ly/analytics-turing
We need to know how we’re doing
9. Andy Young - @andyy - http://bit.ly/analytics-turing
• Overall business/product
• Individual experiments, campaigns, channels, customer segments
We need to know how we’re doing
10. Andy Young - @andyy - http://bit.ly/analytics-turing
• Overall business/product
• Individual experiments, campaigns, channels, customer segments
We need to know how we’re doing
• What is working?
• What is not?
• Where to focus for improvement?
11. Andy Young - @andyy - http://bit.ly/analytics-turing
Analytics Pros..
• Start with a hypothesis
• Identify, collect + analyse necessary relevant data
• Conclude & action
• Iterate, revise
12. Andy Young - @andyy - http://bit.ly/analytics-turing
Analytics for Growth
📈
13. Andy Young - @andyy - http://bit.ly/analytics-turing
Growth?
•More users
•More revenue
14. Andy Young - @andyy - http://bit.ly/analytics-turing
Analytics techniques
• Early stage:
- innovation accounting (Lean Startup)
- cohort analysis
16. Andy Young - @andyy - http://bit.ly/analytics-turing
Early stage questions
17. Andy Young - @andyy - http://bit.ly/analytics-turing
Are we getting traction?
18. Andy Young - @andyy - http://bit.ly/analytics-turing
“Traction is the
rate
at which
monetizable value
is extracted
from customers”
19. Andy Young - @andyy - http://bit.ly/analytics-turing
Innovation
accounting?
20. Andy Young - @andyy - http://bit.ly/analytics-turing
Cohort analysis?
21. Andy Young - @andyy - http://bit.ly/analytics-turing
22. Andy Young - @andyy - http://bit.ly/analytics-turing
23. Andy Young - @andyy - http://bit.ly/analytics-turing
Growth stage questions
24. Andy Young - @andyy - http://bit.ly/analytics-turing
Are we growing?
25. Andy Young - @andyy - http://bit.ly/analytics-turing
Growth Accounting
26. Andy Young - @andyy - http://bit.ly/analytics-turing
Are we growing?
27. Andy Young - @andyy - http://bit.ly/analytics-turing
Growth Accounting
28. Andy Young - @andyy - http://bit.ly/analytics-turing
Growth Accounting
👌👉 http://bit.ly/social-capital-growth-accounting
29. Andy Young - @andyy - http://bit.ly/analytics-turing
Funnel performance?
30. Andy Young - @andyy - http://bit.ly/analytics-turing
As marketers
we need to understand
the full funnel
31. Andy Young - @andyy - http://bit.ly/analytics-turing
Growth stage
Which channels bring
the most customers?
Which channels bring
the best customers?
32. Andy Young - @andyy - http://bit.ly/analytics-turing
How much do we want to
pay per click?
33. Andy Young - @andyy - http://bit.ly/analytics-turing
How much do we want to
pay per click?
..as much as possible?!
Outspend competitors
Activate new channels
34. Andy Young - @andyy - http://bit.ly/analytics-turing
Customer segmentation
& channel performance
For different groups of customers:
• Where do they come from?
• How do they behave?
35. Andy Young - @andyy - http://bit.ly/analytics-turing
Customer segmentation
Users acquired via different channels
will have different behaviours
Different cohorts will have
different experiences of your product
Different users will have been exposed to
different A/B tests
36. Andy Young - @andyy - http://bit.ly/analytics-turing
These are all properties of your users
UTM tags: source, medium, campaign, terms
Landing page
Signup time
A/B test buckets
Referrer
Viral source
Customer segmentation
37. Andy Young - @andyy - http://bit.ly/analytics-turing
Demystifying
direct traffic?
38. Andy Young - @andyy - http://bit.ly/analytics-turing
Demystifying
direct traffic?
39. Andy Young - @andyy - http://bit.ly/analytics-turing
Tag all the things!
Aim: map all Direct + Referral traffic
to a specific source/medium
Do this for Email, Social,
Offline(!)..
Tagging guide:
- bit.ly/tagging-guide
- bit.ly/utm-reference
40. Andy Young - @andyy - http://bit.ly/analytics-turing
Landing
page:
often a big
clue to source
41. Andy Young - @andyy - http://bit.ly/analytics-turing
Cross-device?
Offline channels?
42. Andy Young - @andyy - http://bit.ly/analytics-turing
Cross-device?
• Common pattern:
Research on mobile/tablet,
purchase on tablet/desktop
• Challenge: attribution on mobile
• We need: unique identifying information
E.g. email, mobile/cell #
43. Andy Young - @andyy - http://bit.ly/analytics-turing
Cross-device attribution?
https://www.twilio.com/blog/2012/11/increase-app-downloads-with-mobile-app-distribution-powered-by-twilio.html
44. Andy Young - @andyy - http://bit.ly/analytics-turing
Filling the
attribution
blanks..
https://twitter.com/cannonjw/status/432586695490670592
45. Andy Young - @andyy - http://bit.ly/analytics-turing
Filling the
attribution
blanks..
https://twitter.com/cannonjw/status/432586695490670592
46. Andy Young - @andyy - http://bit.ly/analytics-turing
Geographic A/B tests
https://econsultancy.com/blog/64204-12-inspiring-marketing-campaigns-from-google/
47. Andy Young - @andyy - http://bit.ly/analytics-turing
Brand vs. non-brand terms
for organic + paid search channels
48. Andy Young - @andyy - http://bit.ly/analytics-turing
Channel Groupings
49. Andy Young - @andyy - http://bit.ly/analytics-turing
Attribution models?
• First touch? Last touch? Multi-touch?
50. Andy Young - @andyy - http://bit.ly/analytics-turing
Attribution models?
• First touch? Last touch? Multi-touch?
• First touch:
grow our audience reach
• Subsequent touches:
grow our conversion rate %
51. Andy Young - @andyy - http://bit.ly/analytics-turing
Most campaigns FAIL
52. Andy Young - @andyy - http://bit.ly/analytics-turing
Most campaigns fail
..but most every failed campaign will contain
partial successes
• Plan in advance: how will we know
at which point in the user journey
a campaign failed?
• Do things that don’t scale
53. Andy Young - @andyy - http://bit.ly/analytics-turing
Pulling this all together
Why analytics?
Deconstructing the modern analytics stack
Lies, damn lies, and tech metrics..
- analytics in the real world
54. Andy Young - @andyy - http://bit.ly/analytics-turing
What to track?
• Discovery / Acquisition
• Activation
• Engagement
• Conversion / Purchase
• Retention
• Referral
55. Andy Young - @andyy - http://bit.ly/analytics-turing
So many platforms
56. Andy Young - @andyy - http://bit.ly/analytics-turing
So many platforms
¯_( )_/¯
57. Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality
do you need?
58. Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?
• Session/Pageview Analytics
Google Analytics, Chartbeat
59. Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?
• Session/Pageview Analytics
Google Analytics, Chartbeat
• User/Event-based analytics
Mixpanel/Amplitude, Heap, Kissmetrics, Localytics
60. Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?
• Session/Pageview Analytics
Google Analytics, Chartbeat
• User/Event-based analytics
Mixpanel/Amplitude, Heap, Kissmetrics, Localytics
• Mobile deep linking and attribution
Branch, Adjust, AppsFlyer, Tune, Kochava
61. Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?
• Session/Pageview Analytics
Google Analytics, Chartbeat
• User/Event-based analytics
Mixpanel/Amplitude, Heap, Kissmetrics, Localytics
• Mobile deep linking and attribution
Branch, Adjust, AppsFlyer, Tune, Kochava
• Mobile-specific
Flurry, Swrve, Leanplum
62. Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?
• Session/Pageview Analytics
Google Analytics, Chartbeat
• User/Event-based analytics
Mixpanel/Amplitude, Heap, Kissmetrics, Localytics
• Mobile deep linking and attribution
Branch, Adjust, AppsFlyer, Tune, Kochava
• Mobile-specific
Flurry, Swrve, Leanplum
• A/B testing
Optimizely, WVO, Google Content Experiments, StoreMaven
63. Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?
• Session/Pageview Analytics
Google Analytics, Chartbeat
• User/Event-based analytics
Mixpanel/Amplitude, Heap, Kissmetrics, Localytics
• Mobile deep linking and attribution
Branch, Adjust, AppsFlyer, Tune, Kochava
• Mobile-specific
Flurry, Swrve, Leanplum
• A/B testing
Optimizely, WVO, Google Content Experiments, StoreMaven
• Querying & Charting
Mode, Periscope, Tableau, RJMetrics, Statsbot
64. Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?
• Session/Pageview Analytics
Google Analytics, Chartbeat
• User/Event-based analytics
Mixpanel/Amplitude, Heap, Kissmetrics, Localytics
• Mobile deep linking and attribution
Branch, Adjust, AppsFlyer, Tune, Kochava
• Mobile-specific
Flurry, Swrve, Leanplum
• A/B testing
Optimizely, WVO, Google Content Experiments, StoreMaven
• Querying & Charting
Mode, Periscope, Tableau, RJMetrics, Statsbot
• Dashboards
Geckoboard, Klipfolio
65. Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?
• Session/Pageview Analytics
Google Analytics, Chartbeat
• User/Event-based analytics
Mixpanel/Amplitude, Heap, Kissmetrics, Localytics
• Mobile deep linking and attribution
Branch, Adjust, AppsFlyer, Tune, Kochava
• Mobile-specific
Flurry, Swrve, Leanplum
• A/B testing
Optimizely, WVO, Google Content Experiments, StoreMaven
• Querying & Charting
Mode, Periscope, Tableau, RJMetrics, Statsbot
• Dashboards
Geckoboard, Klipfolio
• Audience demographics, interests & rankings
Quantcast, Comscore, Alexa, SimilarWeb
66. Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?
• Session/Pageview Analytics
Google Analytics, Chartbeat
• User/Event-based analytics
Mixpanel/Amplitude, Heap, Kissmetrics, Localytics
• Mobile deep linking and attribution
Branch, Adjust, AppsFlyer, Tune, Kochava
• Mobile-specific
Flurry, Swrve, Leanplum
• A/B testing
Optimizely, WVO, Google Content Experiments, StoreMaven
• Querying & Charting
Mode, Periscope, Tableau, RJMetrics, Statsbot
• Dashboards
Geckoboard, Klipfolio
• Audience demographics, interests & rankings
Quantcast, Comscore, Alexa, SimilarWeb
• Marketing Automation, CRM, Email & Push Notifications
Marketo, Hubspot, AppBoy, Kahuna
67. Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?
• Session/Pageview Analytics
Google Analytics, Chartbeat
• User/Event-based analytics
Mixpanel/Amplitude, Heap, Kissmetrics, Localytics
• Mobile deep linking and attribution
Branch, Adjust, AppsFlyer, Tune, Kochava
• Mobile-specific
Flurry, Swrve, Leanplum
• A/B testing
Optimizely, WVO, Google Content Experiments, StoreMaven
• Querying & Charting
Mode, Periscope, Tableau, RJMetrics, Statsbot
• Dashboards
Geckoboard, Klipfolio
• Audience demographics, interests & rankings
Quantcast, Comscore, Alexa, SimilarWeb
• Marketing Automation, CRM, Email & Push Notifications
Marketo, Hubspot, AppBoy, Kahuna
• Platforms
Google Firebase, AWS Mobile Analytics
68. Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?
• Session/Pageview Analytics
Google Analytics, Chartbeat
• User/Event-based analytics
Mixpanel/Amplitude, Heap, Kissmetrics, Localytics
• Mobile deep linking and attribution
Branch, Adjust, AppsFlyer, Tune, Kochava
• Mobile-specific
Flurry, Swrve, Leanplum
• A/B testing
Optimizely, WVO, Google Content Experiments, StoreMaven
• Querying & Charting
Mode, Periscope, Tableau, RJMetrics, Statsbot
• Dashboards
Geckoboard, Klipfolio
• Audience demographics, interests & rankings
Quantcast, Comscore, Alexa, SimilarWeb
• Marketing Automation, CRM, Email & Push Notifications
Marketo, Hubspot, AppBoy, Kahuna
• Platforms
Google Firebase, AWS Mobile Analytics
😱
69. Andy Young - @andyy - http://bit.ly/analytics-turing
How to pick?
• What functionality do you need?
• Who will be using it? Devs, data scientists, product folks, marketing people?
• How do you want to use it? Analysis, reporting, dashboards..
• Which platforms? Web, mobile, server?
• Which other tools/data do you need to integrate with?
• What data volumes? Data points, events per second, data points per month.
• Budget?
70. Andy Young - @andyy - http://bit.ly/analytics-turing
How to pick?
Things to be wary of:
• Data lock-in, future portability
• Building your own
71. Andy Young - @andyy - http://bit.ly/analytics-turing
Tools are not a panacea
72. Andy Young - @andyy - http://bit.ly/analytics-turing
Biggest single factor?
73. Andy Young - @andyy - http://bit.ly/analytics-turing
Biggest single factor?
Quality of your
tracking implementation
- Coverage/depth
- Accuracy/lack of bugs
74. Andy Young - @andyy - andy@apexa.co.uk
Use a tag manager
75. Andy Young - @andyy - andy@apexa.co.uk
Data collection: Segment.com
76. Andy Young - @andyy - http://bit.ly/analytics-turing
👉 http://sitehound.co
Free code!
77. Andy Young - @andyy - http://bit.ly/analytics-turing
Dashboards?
78. Andy Young - @andyy - http://bit.ly/analytics-turing
What makes a
good dashboard?
79. Andy Young - @andyy - http://bit.ly/analytics-turing
👉 http://bit.ly/kpi-sheet
80. Andy Young - @andyy - http://bit.ly/analytics-turing
Growth model spreadsheet
• Review weekly - zoom out vs. zoom in
• Share with whole team
• Use to predict and prioritise
• What to look at daily vs. weekly vs. monthly
👉 http://bit.ly/kpi-sheet
81. Andy Young - @andyy - http://bit.ly/analytics-turing
Metrics are people too
Every metric should be measured in
unique people
or % conversion
82. Andy Young - @andyy - http://bit.ly/analytics-turing
Joining the dots
Plugging all these tools and platforms together
83. Andy Young - @andyy - http://bit.ly/analytics-turing
Initially, manual is OK!
84. Andy Young - @andyy - http://bit.ly/analytics-turing
Initially, manual is OK!
• Forcing function to ensure we:
• learn what works
• understand the data
• need the data
• Paste weekly into a Google Sheet/Excel
85. Andy Young - @andyy - http://bit.ly/analytics-turing
Automate over time
to reduce effort
86. Andy Young - @andyy - http://bit.ly/analytics-turing
Plumbing for automation
• Zapier, Tray.io
• Supermetrics, Blockspring for Google Sheets/Excel
• Segment.com
• Own database/data warehousing - AWS RDS/Redshift
• Custom queries - Tableau, Periscope etc
87. Andy Young - @andyy - http://bit.ly/analytics-turing
Why analytics?
Deconstructing the modern analytics stack
Lies, damn lies, and tech metrics..
- analytics in the real world
88. Andy Young - @andyy - http://bit.ly/analytics-turing
The numbers
never add up
89. Andy Young - @andyy - http://bit.ly/analytics-turing
The 5 stages of
(Analytics)
Grief
90. Andy Young - @andyy - http://bit.ly/analytics-turing
The 5 stages of Analytics Grief
• Denial
91. Andy Young - @andyy - http://bit.ly/analytics-turing
FB ad clicks
vs.
GA visits
92. Andy Young - @andyy - http://bit.ly/analytics-turing
The 5 stages of Analytics Grief
• Denial
• Anger
93. Andy Young - @andyy - http://bit.ly/analytics-turing
Mixpanel vs. own database
94. Andy Young - @andyy - http://bit.ly/analytics-turing
The 5 stages of Analytics Grief
• Denial
• Anger
• Bargaining
95. Andy Young - @andyy - andy@apexa.co.uk
Measure
Twice:
Compare
data across
different tools
https://jeffpeachey.com/2010/12/02/measure-twice-cut-once-woodcut-for-sale/
96. Andy Young - @andyy - http://bit.ly/analytics-turing
The 5 stages of Analytics Grief
• Denial
• Anger
• Bargaining
• Depression
97. Andy Young - @andyy - http://bit.ly/analytics-turing
Where did
it all go
wrong?
98. Andy Young - @andyy - http://bit.ly/analytics-turing
Where did
it all go
wrong?
• The data is bad
• Our definitions are wrong
99. Andy Young - @andyy - http://bit.ly/analytics-turing
The numbers never add up
• Absolute truths
• Signups, Transactional data, UGC, data from our
own DB
• Lossy/noisy measurements
• Client-side tracking: GA, Mixpanel/Amplitude etc
• Nuanced definitions
• Uniques vs. totals, funnel conversion rates
100. Andy Young - @andyy - http://bit.ly/analytics-turing
Even if the numbers do add up,
they are still often misleading
101. Andy Young - @andyy - http://bit.ly/analytics-turing
102. Andy Young - @andyy - http://bit.ly/analytics-turing
Data discrepancies
Google Analytics vs. Mixpanel
• Definition of unique user
- cookie rules
• Ad/tag blockers
103. Andy Young - @andyy - http://bit.ly/analytics-turing
Data discrepancies
• Page did not finish loading
- e.g. tag manager, or user gave up & hit
back button
• Cross-browser JS bugs
104. Andy Young - @andyy - http://bit.ly/analytics-turing
The 5 stages of Analytics Grief
• Denial
• Anger
• Bargaining
• Depression
• Acceptance
105. Andy Young - @andyy - http://bit.ly/analytics-turing
3-5% discrepancies between
platforms?
Roll with it.
106. Andy Young - @andyy - http://bit.ly/analytics-turing
Large (>5%) difference?
Debug/analyse to figure out why
107. Andy Young - @andyy - http://bit.ly/analytics-turing
Takeaways?
108. Andy Young - @andyy - http://bit.ly/analytics-turing
Secrets to successful analytics
• Start with your questions / hypotheses
• Be precise about what to measure, and why
• Plan in advance, simplify
• Automate required work for weekly/monthly
calculations
• Document all analysis with simple bullet-points
109. Andy Young - @andyy - http://bit.ly/analytics-turing
The numbers tell us What
They don’t tell us Why
110. Thanks, & good luck!
@andyy // andy@apexa.co.uk
Slides: bit.ly/analytics-turing
111. Andy Young - @andyy - http://bit.ly/analytics-turing
References & further reading
• My more in-depth analytics presentations: Slideshare, YouTube
• KPI google sheet
• SiteHound website tracking javascript library
• UTM Tagging Guide
• Lean Analytics
• Social Capital blog posts: - Accounting for User Growth