SlideShare a Scribd company logo
Becoming Data Driven
#GAUC2013Google Analytics User Conference 2013
Timo Josten
Managing Partner & Co-Founder
Sparkline Analytics
@strudelmeister / timo@sparklineanalytics.com
#GAUC2013Google Analytics User Conference 2013
Measure. Everything.
Data Driven
Decision Maker
#GAUC2013Google Analytics User Conference 2013
Digital Information Created
2013
Internet users worldwide
2013 2.7 B
Mobile subscribers
2013 6.8 B
2020 53 zettabytes
2020 5 B
2020 10 B
>2,700 exabytes
#GAUC2013Google Analytics User Conference 2013
“Between the dawn of
civilization and 2003, we only
created five exabytes of
information
Now we’re creating that amount
every two days.”
-Hal Varian, Chief Economist, Google
#GAUC2013Google Analytics User Conference 2013
+$20 Billion
through Mobile
in 1013
Candy Crush has
66m daily actives
eBook sales
almost DOUBLED
in 2012
PSY heads to
almost 2 Billion
views
Consumer Transformation
#GAUC2013Google Analytics User Conference 2013
Business Transformation?
“[The] majority of
companies fail to collect
comprehensive data
even when it is deemed
relevant to their
business.”
- Nesta Study 2012
“Digital Universe Study
finds that less than 1%
of the world’s data is
analyzed…”
-www.guardian.co.uk
2012
#GAUC2013Google Analytics User Conference 2013
NESTA & Digital Universe Study
For Full NESTA Study CLICK HERE
For Digital Universe Article CLICK HERE
#GAUC2013Google Analytics User Conference 2013
Can you help me?
#GAUC2013Google Analytics User Conference 2013
Media
Button
#GAUC2013Google Analytics User Conference 2013
Button:
1. Sign Up
2. Learn More
3. Join Us Now
4. Sign Up Now
Media:
1. Get Involved Image
2. Family Image
3. Change Image
4. Barack’s Video
5. Springfield Video
6. Sam’s Video
24 combinations tested….
#GAUC2013Google Analytics User Conference 2013
Experimentation Results
#GAUC2013Google Analytics User Conference 2013
$500m raised
online
#GAUC2013Google Analytics User Conference 2013
No one tests the depth of a river with both feet.
- African Proverb
Data Driven Decision Maker
#GAUC2013Google Analytics User Conference 2013
my.barackobama.com/page/s/analysts-job-application
#GAUC2013Google Analytics User Conference 2013
Who You Gonna Call?
#GAUC2013Google Analytics User Conference 2013
www.google.com/analytics
#GAUC2013Google Analytics User Conference 2013
Free
● Start an account
● Extensive help documentation
available online
● Generally navigating and
understanding the interface
● Installing Analytics for a simple
site structure or basic analysis
Easy
● Keeping in-house resources for
Analytics on staff
● Uncertainty that your data is
accurate
● Complex, custom installations
or integrations with your
internal tools
● Spending time to learn and
perform impact driven analysis
Costly
Difficult
#GAUC2013Google Analytics User Conference 2013
Importance of Certification
#GAUC2013Google Analytics User Conference 2013
Certification is not necessary to work with Analytics
It provides assurance to clients that the company
● Has been exhaustively vetted by Google
○ Partner go through an extensive application & interview process
● Has met basic business guidelines
○ Legal incorporation, indemnity insurance, and a customer support
system
● Is receiving constant status updates on the product
○ New features and known issues with the product
#GAUC2013Google Analytics User Conference 2013
● Access
○ Beta features, known technical issues, bug reporting &
updates, feature requests
● Insight
○ Product roadmap & development
● Support
○ Dedicated support for GA Partners, collaborative support
from the GA Partner community
● Training
○ New feature trainings, annual GA Partner summit
Importance of Certification
#GAUC2013Google Analytics User Conference 2013
“More than half of respondents report that organizational
silos and analytics skills shortages hinder the use of data for
decision making.”
Cap Gemini Survey 2012:
For Full Cap Gemini Survey CLICK HERE
#GAUC2013Google Analytics User Conference 2013
Simplicity & Focus
Audit Your Analytics Skill & Ability – SET TARGETS1
Audit Your Team/Company’s Analytics Skill & Ability to
Execute on insights – SET TARGETS2
Invest Strategically: Ask for help, work with a GA
Certified Partner – KICK START CHANGE3
Develop a Company/Department priority list –
TECHNICAL & BUSINESS DRIVERS4
Identify, Diagnose, Test & Implement – ITERATE!5
#GAUC2013Google Analytics User Conference 2013
Thank you!
Timo Josten
@strudelmeister
timo@sparklineanalytics.com

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Becoming Data Driven

  • 1. Becoming Data Driven #GAUC2013Google Analytics User Conference 2013 Timo Josten Managing Partner & Co-Founder Sparkline Analytics @strudelmeister / timo@sparklineanalytics.com
  • 2. #GAUC2013Google Analytics User Conference 2013 Measure. Everything. Data Driven Decision Maker
  • 3. #GAUC2013Google Analytics User Conference 2013 Digital Information Created 2013 Internet users worldwide 2013 2.7 B Mobile subscribers 2013 6.8 B 2020 53 zettabytes 2020 5 B 2020 10 B >2,700 exabytes
  • 4. #GAUC2013Google Analytics User Conference 2013 “Between the dawn of civilization and 2003, we only created five exabytes of information Now we’re creating that amount every two days.” -Hal Varian, Chief Economist, Google
  • 5. #GAUC2013Google Analytics User Conference 2013 +$20 Billion through Mobile in 1013 Candy Crush has 66m daily actives eBook sales almost DOUBLED in 2012 PSY heads to almost 2 Billion views Consumer Transformation
  • 6. #GAUC2013Google Analytics User Conference 2013 Business Transformation? “[The] majority of companies fail to collect comprehensive data even when it is deemed relevant to their business.” - Nesta Study 2012 “Digital Universe Study finds that less than 1% of the world’s data is analyzed…” -www.guardian.co.uk 2012
  • 7. #GAUC2013Google Analytics User Conference 2013 NESTA & Digital Universe Study For Full NESTA Study CLICK HERE For Digital Universe Article CLICK HERE
  • 8. #GAUC2013Google Analytics User Conference 2013 Can you help me?
  • 9. #GAUC2013Google Analytics User Conference 2013 Media Button
  • 10. #GAUC2013Google Analytics User Conference 2013 Button: 1. Sign Up 2. Learn More 3. Join Us Now 4. Sign Up Now Media: 1. Get Involved Image 2. Family Image 3. Change Image 4. Barack’s Video 5. Springfield Video 6. Sam’s Video 24 combinations tested….
  • 11. #GAUC2013Google Analytics User Conference 2013 Experimentation Results
  • 12. #GAUC2013Google Analytics User Conference 2013 $500m raised online
  • 13. #GAUC2013Google Analytics User Conference 2013 No one tests the depth of a river with both feet. - African Proverb Data Driven Decision Maker
  • 14. #GAUC2013Google Analytics User Conference 2013 my.barackobama.com/page/s/analysts-job-application
  • 15. #GAUC2013Google Analytics User Conference 2013 Who You Gonna Call?
  • 16. #GAUC2013Google Analytics User Conference 2013 www.google.com/analytics
  • 17. #GAUC2013Google Analytics User Conference 2013 Free ● Start an account ● Extensive help documentation available online ● Generally navigating and understanding the interface ● Installing Analytics for a simple site structure or basic analysis Easy ● Keeping in-house resources for Analytics on staff ● Uncertainty that your data is accurate ● Complex, custom installations or integrations with your internal tools ● Spending time to learn and perform impact driven analysis Costly Difficult
  • 18. #GAUC2013Google Analytics User Conference 2013 Importance of Certification #GAUC2013Google Analytics User Conference 2013 Certification is not necessary to work with Analytics It provides assurance to clients that the company ● Has been exhaustively vetted by Google ○ Partner go through an extensive application & interview process ● Has met basic business guidelines ○ Legal incorporation, indemnity insurance, and a customer support system ● Is receiving constant status updates on the product ○ New features and known issues with the product
  • 19. #GAUC2013Google Analytics User Conference 2013 ● Access ○ Beta features, known technical issues, bug reporting & updates, feature requests ● Insight ○ Product roadmap & development ● Support ○ Dedicated support for GA Partners, collaborative support from the GA Partner community ● Training ○ New feature trainings, annual GA Partner summit Importance of Certification
  • 20. #GAUC2013Google Analytics User Conference 2013 “More than half of respondents report that organizational silos and analytics skills shortages hinder the use of data for decision making.” Cap Gemini Survey 2012: For Full Cap Gemini Survey CLICK HERE
  • 21. #GAUC2013Google Analytics User Conference 2013 Simplicity & Focus Audit Your Analytics Skill & Ability – SET TARGETS1 Audit Your Team/Company’s Analytics Skill & Ability to Execute on insights – SET TARGETS2 Invest Strategically: Ask for help, work with a GA Certified Partner – KICK START CHANGE3 Develop a Company/Department priority list – TECHNICAL & BUSINESS DRIVERS4 Identify, Diagnose, Test & Implement – ITERATE!5
  • 22. #GAUC2013Google Analytics User Conference 2013 Thank you! Timo Josten @strudelmeister timo@sparklineanalytics.com