Part two of Seb Chan & Brian Alpert’s "Web Metrics and Google Analytics for Museums" workshop looks at some of the most significant recent changes to Google Analytics. With many improvements released over the course of the 2013-14, Google dramatically altered the landscape of the tool's capabilities. The presentation discusses such GA "MVPs" as Advanced Segmentation and Event Tracking, and provides an overview of some of the many new features, including Demographics and Interests reports, custom channels and content grouping, and the coming change to Universal Analytics. Case studies and slides showing best practices and "tips and tricks" are also included, as well as links to the valuable resources used to collect the information. Presented 4/2/14 at Museums and the Web 2014, Baltimore Maryland.
the current state of... Search Engine Optimization (SEO) (Oct, 2015)Brian Alpert
Presented at the Smithsonian National Museum of Natural History Social Media Summit, 7/21/15, updated 10/1/15. A presentation exploring the current state of affairs vis a vis Search Engine Optimization (SEO). Areas of exploration include on-page and off-page SEO, the role social media plays, and tips for search-optimizing the leading social media sites. Overview of the current state of App Indexing. Links to many resources are sprinkled throughout.
Cut Through the Web Analytics Fog: Using GA Data Grabber to Act on Google Ana...Brian Alpert
A common chorus from museum professionals is how challenging it is to make data-driven decisions with which to improve their programs. Popular tools such as Google Analytics are intuitive and seemingly easy-to-use, yet when the time comes to use data to measure a program's stated goals, too often the main question surrounding the data is "So what?" This workshop will focus on bringing clarity to this challenge. Presented at MCN2012, on 11/7/12.
Metrics, Metrics, Everywhere - Choosing the Right Ones for Your Website and S...Brian Alpert
Museums and the Web 2015 workshop includes the analytics process, case studies and a social media framework. Presented by Brian Alpert, Erin Blasco, Effie Kapsalis and Sarah Banks, Smithsonian Institution.
Metrics, Metrics, Everywhere: Choosing the Right Ones for Your Website and So...Brian Alpert
Social media has connected millions of people in ways never before possible, disrupting the landscape and breathing new life into the old questions: "Why is this important and how do we know it's working?" Only now, the answers are more complex. Today's landscape is a splintered collection of new channels, sublimely named yet inscrutable metrics, and a dizzying array of tools both free and paid, offering a dizzying range of possibilities with which to answer the classic analytics question, "What do I measure?" and its first cousin, "What does that have to do with our program?" At this MCN 2013 workshop, the presenters worked with participants to refine and articulate this conversation through a series of examples, case studies, and recommendations. In addition to social media, a healthy dose of web analytics is included, with a particular focus on Google Analytics.
Measure, Rinse, Repeat! Choosing the Right Metrics to Better Understand & R...Brian Alpert
Social media and website measurement workshop presented with @SBanks20 and @digitaleffie at MCN2016, New Orleans, LA. Steps through the process of defining clear, measurable goals for target audiences to streamline digital communications and help use data to tell a story. In this updated half-day workshop, Smithsonian's Brian Alpert, Sarah Banks and Effie Kapsalis worked with participants through a series of methodologies, case studies and a small group activity.
Analytics Tune Up! Google Analytics workshop for beginners, intermediatesBrian Alpert
Workshop presented 6/14/2016 to digital practitioners at the Smithsonian Institution, Washington D.C. Workshop includes:
- Web Analytics Process
- GA Basics
- Exercise: “Solutions Gallery”
- Exercise: Segments
- Exercise: Custom Reports
- Demo: Goals
- Exercise: Dashboards
- New(ish) features
- Universal Analytics
- A few best practices
- A few ‘real world’ questions
Web Analytics and SEO: Learn the Ropes, Work a Plan, Measure the Right Stuff....Brian Alpert
Updated web analytics and SEO workshop presented by Brian Alpert at MCN2016, New Orleans, LA. The workshop is designed to make Web Analytics and SEO understandable, manageable and actionable. A common sense, multi-stepped web analytics process is discussed, and carefully-crafted exercises help familiarize you with Google Analytics' most powerful features. The conversation shifts to today's SEO landscape and where SEO is heading. Safe, effective steps practitioners may take to improve findability are outlined, including specialized metrics for demonstrating whether or not website findability is improving.
MCN2017 Workshop: Web Analytics and SEOBrian Alpert
"Web Analytics and SEO: Learn the Ropes, Work a Plan, Measure the Right Stuff... Declare Victory!" - MCN2017 workshop conducted by Brian Alpert and Elena Villaespesa Cantalapiedra. A workshop designed to make Web Analytics and SEO both understandable, manageable and actionable. Recognizing that most practitioners don't have much time yet need to show measurable results, a common sense, multi-stepped web analytics process is introduced. Tool-specific highlights are largely oriented toward the world's most popular web analytics tool, Google Analytics. Automation tools to lighten the load are presented as well as Google’s new powerful dashboard tool Data Studio. The conversation then shifts to today's SEO landscape, and safe, effective steps practitioners may take to improve findability. The metrics focus continues with a discussion of search-specific free tools and specialized metrics that are effective in demonstrating whether or not website findability is improving.
the current state of... Search Engine Optimization (SEO) (Oct, 2015)Brian Alpert
Presented at the Smithsonian National Museum of Natural History Social Media Summit, 7/21/15, updated 10/1/15. A presentation exploring the current state of affairs vis a vis Search Engine Optimization (SEO). Areas of exploration include on-page and off-page SEO, the role social media plays, and tips for search-optimizing the leading social media sites. Overview of the current state of App Indexing. Links to many resources are sprinkled throughout.
Cut Through the Web Analytics Fog: Using GA Data Grabber to Act on Google Ana...Brian Alpert
A common chorus from museum professionals is how challenging it is to make data-driven decisions with which to improve their programs. Popular tools such as Google Analytics are intuitive and seemingly easy-to-use, yet when the time comes to use data to measure a program's stated goals, too often the main question surrounding the data is "So what?" This workshop will focus on bringing clarity to this challenge. Presented at MCN2012, on 11/7/12.
Metrics, Metrics, Everywhere - Choosing the Right Ones for Your Website and S...Brian Alpert
Museums and the Web 2015 workshop includes the analytics process, case studies and a social media framework. Presented by Brian Alpert, Erin Blasco, Effie Kapsalis and Sarah Banks, Smithsonian Institution.
Metrics, Metrics, Everywhere: Choosing the Right Ones for Your Website and So...Brian Alpert
Social media has connected millions of people in ways never before possible, disrupting the landscape and breathing new life into the old questions: "Why is this important and how do we know it's working?" Only now, the answers are more complex. Today's landscape is a splintered collection of new channels, sublimely named yet inscrutable metrics, and a dizzying array of tools both free and paid, offering a dizzying range of possibilities with which to answer the classic analytics question, "What do I measure?" and its first cousin, "What does that have to do with our program?" At this MCN 2013 workshop, the presenters worked with participants to refine and articulate this conversation through a series of examples, case studies, and recommendations. In addition to social media, a healthy dose of web analytics is included, with a particular focus on Google Analytics.
Measure, Rinse, Repeat! Choosing the Right Metrics to Better Understand & R...Brian Alpert
Social media and website measurement workshop presented with @SBanks20 and @digitaleffie at MCN2016, New Orleans, LA. Steps through the process of defining clear, measurable goals for target audiences to streamline digital communications and help use data to tell a story. In this updated half-day workshop, Smithsonian's Brian Alpert, Sarah Banks and Effie Kapsalis worked with participants through a series of methodologies, case studies and a small group activity.
Analytics Tune Up! Google Analytics workshop for beginners, intermediatesBrian Alpert
Workshop presented 6/14/2016 to digital practitioners at the Smithsonian Institution, Washington D.C. Workshop includes:
- Web Analytics Process
- GA Basics
- Exercise: “Solutions Gallery”
- Exercise: Segments
- Exercise: Custom Reports
- Demo: Goals
- Exercise: Dashboards
- New(ish) features
- Universal Analytics
- A few best practices
- A few ‘real world’ questions
Web Analytics and SEO: Learn the Ropes, Work a Plan, Measure the Right Stuff....Brian Alpert
Updated web analytics and SEO workshop presented by Brian Alpert at MCN2016, New Orleans, LA. The workshop is designed to make Web Analytics and SEO understandable, manageable and actionable. A common sense, multi-stepped web analytics process is discussed, and carefully-crafted exercises help familiarize you with Google Analytics' most powerful features. The conversation shifts to today's SEO landscape and where SEO is heading. Safe, effective steps practitioners may take to improve findability are outlined, including specialized metrics for demonstrating whether or not website findability is improving.
MCN2017 Workshop: Web Analytics and SEOBrian Alpert
"Web Analytics and SEO: Learn the Ropes, Work a Plan, Measure the Right Stuff... Declare Victory!" - MCN2017 workshop conducted by Brian Alpert and Elena Villaespesa Cantalapiedra. A workshop designed to make Web Analytics and SEO both understandable, manageable and actionable. Recognizing that most practitioners don't have much time yet need to show measurable results, a common sense, multi-stepped web analytics process is introduced. Tool-specific highlights are largely oriented toward the world's most popular web analytics tool, Google Analytics. Automation tools to lighten the load are presented as well as Google’s new powerful dashboard tool Data Studio. The conversation then shifts to today's SEO landscape, and safe, effective steps practitioners may take to improve findability. The metrics focus continues with a discussion of search-specific free tools and specialized metrics that are effective in demonstrating whether or not website findability is improving.
2013 Internet Marketing Trends (and How They'll Affect Your Organization)Kane Jamison
In the past year we've seen large changes in internet marketing in the form of increased mobile adoption, rapidly changing metrics and KPIs, and a sharp upswing in organizations investing in better content to support their existing marketing efforts. Kane will take a look at some recent stats on user interaction and marketing trends and discuss common changes many organizations will see as a result, inside and outside of the marketing department.
SEO in 2017 - A New World Where Old Rules Still MatterBrian Alpert
The ability for website content to be found on search engines has always been a concern for anyone managing a website. Search has evolved however, and improving "findability" means more today than ever, in no small part due to the sophisticated technologies underpinning today's search engines. This workshop, originally presented to digital practitioners at the Smithsonian Institution, discusses the current state of search, provides an overview of still-important SEO variables and techniques, and discusses newer, important considerations. Also discussed are priorities for relaunching an existing site (or launching a new one), and a look at current trends that illuminate where things are heading.
Download this webinar for free: http://mstnr.me/2hPUamd
Technology is one of five essential components of the digital story. Analytics provide us with vital information to track and measure audience behavior, so we can extend the reach and impact of our storytelling efforts across all of our communications channels. What do you measure, and how do you use that data to refine your story? Join us for this webinar to get your analytics game on!
What You Will Learn
• Learn about the most important metrics for digital stories, and how analytics relate to the four other essential components of a digital story.
• Discover techniques for measuring those metrics on your sites and social media accounts, including testing different versions of content.
• Gain a framework for analyzing information and making smart, data-driven decisions about content and design.
How Could Data Transform the Arts - TCG 2017 (with notes)Devon Smith
As data has gotten bigger, cheaper, faster, and easier to analyze, it has transformed sectors from transportation to healthcare, politics to education. Could the arts be next? This session will explore dozens of case studies where theatres, museums, film festivals, dance companies and other arts organizations are already using data in provocative ways and what effect it’s having. From A/B testing to CRMs and APIs, from measuring revenue performance to social impact, whether it’s creating interactive dashboards or works of art, nearly every department in a theatre is, or could be, using data in some way. This session will discuss what data arts organizations are collecting and using, share some tips for how to develop a culture of data at your theatre, and identify opportunities in the arts field to better leverage data sets, analysis tools, and measurement best practices. Data skeptics, data geeks, and data-phobes are all encouraged to join the discussion!
Get started with Socialfave, a complete SMM platform to manage your Tweets & likes (search, classify, analyze, share by topics, schedule) and your community (search, analyze, grow).
March 6 building visibility for yr projectHack the Hood
Want to get more eyeballs on your project or site? Use the 5 best practices in SEO, social media marketing, using metrics and partnering to grow audience--with maximum impact, more minimal effort.
You’ve used Google Analytics for years, but how deep have you searched into its hidden, labyrinthian corners? In this advanced workshop, you’ll get introduced to the reports, dimensions, segments, and other features you never knew could be so valuable, including:
Using service provider names to identify your audience
Using site search terms to inform your content strategy
Creating meaningful dashboards and automating your emailed reports
Best practices for filtering, campaigns, and event tracking
This workshop will dive into the inner depths of this analytics tool while staying focused on what really matters to your key stakeholders.
We’ll be using case studies of Google Analytics implementations from real nonprofit websites, campaigns, and mobile apps to illustrate all these hidden secrets. You will walk out of this session with a list of immediate next steps for enhancing your Google Analytics implementation, a wealth of knowledge about how you can push this tool to help you better measure your organization’s digital goals, and new techniques for reporting website data to your stakeholders.
Presentation from the Nonprofit Technology Conference 2016
Digital marketing analytics paths of value - 12-4-17Marshall Sponder
Digital Marketing Analytics Paths of Value is an adaption of many of the highlights of my book along with the Connecting the Dots methodology used in the book, and that sets it apart.
CSforum2011 London Marko Hurst-ProveContentValueWIKOLO
This is my talk fro CSforum 2011 London. I've updated a couple slides to make it easier for those who didn't hear me speak follow along. The Worksheet is the companion to this presentation, but you can work off of the screenshot in the deck as well.
As always please send me any questions, I had only 40 mins for the talk so I covered a lot of material
Google Analytics 100% (not provided) - what does it mean? Crafted
Google recently turned 15 years old, marking the occasion two significant developments that will be
of interest to, and affect, anyone using Google Analytics. One shift now obfuscates all keyword data from natural, or organic, search traffic (commonly a goal in an SEO campaign).
In this resource document we will give you the background on the stopping of all organic keyword data and in what ways it will affect digital marketing campaigns.
Brief introduction to digital analytics presented at the Altmetrics and Digital Analytics Interest Group (part of the American Library Association's Library Information Technology Association).
Google analytics and google data studioBrian Pichman
This webinar introduces the basics of Google Analytics – from getting started and understanding how it works so you can get your website running with the powerful tools offered through Google Analytics. This webinar highlights the importance of using it for tracking of your website or marketing campaigns so you can make better informed decisions, understand your users, and use that data to provide a better digital experience. We will also explore how you can incorporate Google Data Studio with your Analytics for amazing interactive reports that are sure to impress any board meeting.
Hosted by MCN Data & Insights SIG co-chair, Elena Villaespesa, this hangout is an introduction to Google Analytics. Brian Alpert, Web Analyst at the Smithsonian will join Elena and show you how to get a handle on this important analytical tool.
Topics covered:
Introduction to digital analytics
Navigating Google Analytics reports
Setting goals and targets
Google Analytics features
Segmentation
Custom reports
Event tracking
Views and filters
Dashboards
Resources & tools
Q&A
Video
https://www.youtube.com/watch?v=kQDCWS4bye4
2013 Internet Marketing Trends (and How They'll Affect Your Organization)Kane Jamison
In the past year we've seen large changes in internet marketing in the form of increased mobile adoption, rapidly changing metrics and KPIs, and a sharp upswing in organizations investing in better content to support their existing marketing efforts. Kane will take a look at some recent stats on user interaction and marketing trends and discuss common changes many organizations will see as a result, inside and outside of the marketing department.
SEO in 2017 - A New World Where Old Rules Still MatterBrian Alpert
The ability for website content to be found on search engines has always been a concern for anyone managing a website. Search has evolved however, and improving "findability" means more today than ever, in no small part due to the sophisticated technologies underpinning today's search engines. This workshop, originally presented to digital practitioners at the Smithsonian Institution, discusses the current state of search, provides an overview of still-important SEO variables and techniques, and discusses newer, important considerations. Also discussed are priorities for relaunching an existing site (or launching a new one), and a look at current trends that illuminate where things are heading.
Download this webinar for free: http://mstnr.me/2hPUamd
Technology is one of five essential components of the digital story. Analytics provide us with vital information to track and measure audience behavior, so we can extend the reach and impact of our storytelling efforts across all of our communications channels. What do you measure, and how do you use that data to refine your story? Join us for this webinar to get your analytics game on!
What You Will Learn
• Learn about the most important metrics for digital stories, and how analytics relate to the four other essential components of a digital story.
• Discover techniques for measuring those metrics on your sites and social media accounts, including testing different versions of content.
• Gain a framework for analyzing information and making smart, data-driven decisions about content and design.
How Could Data Transform the Arts - TCG 2017 (with notes)Devon Smith
As data has gotten bigger, cheaper, faster, and easier to analyze, it has transformed sectors from transportation to healthcare, politics to education. Could the arts be next? This session will explore dozens of case studies where theatres, museums, film festivals, dance companies and other arts organizations are already using data in provocative ways and what effect it’s having. From A/B testing to CRMs and APIs, from measuring revenue performance to social impact, whether it’s creating interactive dashboards or works of art, nearly every department in a theatre is, or could be, using data in some way. This session will discuss what data arts organizations are collecting and using, share some tips for how to develop a culture of data at your theatre, and identify opportunities in the arts field to better leverage data sets, analysis tools, and measurement best practices. Data skeptics, data geeks, and data-phobes are all encouraged to join the discussion!
Get started with Socialfave, a complete SMM platform to manage your Tweets & likes (search, classify, analyze, share by topics, schedule) and your community (search, analyze, grow).
March 6 building visibility for yr projectHack the Hood
Want to get more eyeballs on your project or site? Use the 5 best practices in SEO, social media marketing, using metrics and partnering to grow audience--with maximum impact, more minimal effort.
You’ve used Google Analytics for years, but how deep have you searched into its hidden, labyrinthian corners? In this advanced workshop, you’ll get introduced to the reports, dimensions, segments, and other features you never knew could be so valuable, including:
Using service provider names to identify your audience
Using site search terms to inform your content strategy
Creating meaningful dashboards and automating your emailed reports
Best practices for filtering, campaigns, and event tracking
This workshop will dive into the inner depths of this analytics tool while staying focused on what really matters to your key stakeholders.
We’ll be using case studies of Google Analytics implementations from real nonprofit websites, campaigns, and mobile apps to illustrate all these hidden secrets. You will walk out of this session with a list of immediate next steps for enhancing your Google Analytics implementation, a wealth of knowledge about how you can push this tool to help you better measure your organization’s digital goals, and new techniques for reporting website data to your stakeholders.
Presentation from the Nonprofit Technology Conference 2016
Digital marketing analytics paths of value - 12-4-17Marshall Sponder
Digital Marketing Analytics Paths of Value is an adaption of many of the highlights of my book along with the Connecting the Dots methodology used in the book, and that sets it apart.
CSforum2011 London Marko Hurst-ProveContentValueWIKOLO
This is my talk fro CSforum 2011 London. I've updated a couple slides to make it easier for those who didn't hear me speak follow along. The Worksheet is the companion to this presentation, but you can work off of the screenshot in the deck as well.
As always please send me any questions, I had only 40 mins for the talk so I covered a lot of material
Google Analytics 100% (not provided) - what does it mean? Crafted
Google recently turned 15 years old, marking the occasion two significant developments that will be
of interest to, and affect, anyone using Google Analytics. One shift now obfuscates all keyword data from natural, or organic, search traffic (commonly a goal in an SEO campaign).
In this resource document we will give you the background on the stopping of all organic keyword data and in what ways it will affect digital marketing campaigns.
Brief introduction to digital analytics presented at the Altmetrics and Digital Analytics Interest Group (part of the American Library Association's Library Information Technology Association).
Google analytics and google data studioBrian Pichman
This webinar introduces the basics of Google Analytics – from getting started and understanding how it works so you can get your website running with the powerful tools offered through Google Analytics. This webinar highlights the importance of using it for tracking of your website or marketing campaigns so you can make better informed decisions, understand your users, and use that data to provide a better digital experience. We will also explore how you can incorporate Google Data Studio with your Analytics for amazing interactive reports that are sure to impress any board meeting.
Hosted by MCN Data & Insights SIG co-chair, Elena Villaespesa, this hangout is an introduction to Google Analytics. Brian Alpert, Web Analyst at the Smithsonian will join Elena and show you how to get a handle on this important analytical tool.
Topics covered:
Introduction to digital analytics
Navigating Google Analytics reports
Setting goals and targets
Google Analytics features
Segmentation
Custom reports
Event tracking
Views and filters
Dashboards
Resources & tools
Q&A
Video
https://www.youtube.com/watch?v=kQDCWS4bye4
Metrics, Metrics, Everywhere: Choosing the Right Ones for Your Website and So...Effie Kapsalis
#MWXX Workshop
Brian Alpert, Smithsonian Institution, USA, Sarah Banks, Smithsonian's National Air and Space Museum, USA, Erin Marie Blasco, National Museum of American History, Smithsonian Institution, USA, Effie Kapsalis, Smithsonian Institution Archives, USA
From the web’s earliest days, digital professionals have been pressed to demonstrate that their online efforts were contributing to their organizations, whether by increased revenue, a more finely-honed brand identity, or the profound ability to enhance their mission via content delivery to anyone with a browser. Along comes social media, connecting millions in ways never before possible, disrupting the landscape and breathing new life into the questions: “Why is this important and how do we know it’s working?” Today’s landscape is a splintered collection of new channels, inscrutable metrics, and a dizzying array of tools offering a dizzying range of possibilities with which to answer the classic question, “What do I measure?” and its first cousin, “What does that have to do with our program?”
Join Smithsonian’s Brian Alpert, Sarah Banks, Erin Blasco and Effie Kapsalis as they work with participants to refine and articulate this conversation through a series of examples, case studies and recommendations. In addition to presenting a manageable, common sense approach to selecting metrics and extending the web analytics process to social media, examples will demonstrate how metrics served to support organizational goals and what tools proved most useful. Brian will present the process for measuring websites and social media in terms of your goals. He will also discuss the ongoing conversion to Google’s “Universal” code, the “User ID” feature, and discuss what changes are in store for ALL Google Analytics users. Effie and Erin will present case studies showing this process in action, illustrating how their approaches to social media, website and mobile measurement are mapped to specific goals. Erin will lead a group exercise that will bring participants closer to the actual process steps and definitions, and Sarah will talk about Google Analytics for mobile apps and show a framework she devised to help measure a museum’s impact through its social media outreach.
Metrics, Metrics, Everywhere! Choosing the Right Ones for Your Website and ...Brian Alpert
UPDATED social media and website measurement workshop as presented by Sarah Banks, Erin Blasco, Effie Kapsalis and Brian Alpert, at Museums and the Web 2016, 4/6/16, Los Angeles California.
You'd like to be more rational and data-driven in your decision making. You know that your museum has been collecting web traffic metrics using Google Analytics, but you've never fully understood what those reports mean for you or your department. How can you use this popular software to find actionable data that helps you do your job better? In this session you will get a practical tutorial, led by two Google Analytics veterans at the Smithsonian, who will provide an overview of the current Google Analytics, including some of its newest, most powerful features. The presenters will also discuss the step-by-step process for moving beyond measurement just for measurement's sake, using real-life museum case studies as examples.
Presenters: Sara Snyder, Smithsonian American Art Museum; Brian Alpert, Smithsonian Institution.
Presented at the American Alliance of Museums 2016 Annual Meeting & MuseumExpo, 5/27/2016.
One Point Solution Assignments, Projects, Synopsisvineetkarhana
Assignments score can make your mark sheet better. Take it seriously, do not go with cheaper price with cheapest quality. Take guidance from professional faculty in preparing your assignments. We are dedicatedly helping students in their all types of home work.
This presentation covers methods to set up Google Analytics on your website. It also includes basic terminologies / jargons / concepts that are used throughout Google Analytics
Lunch and learn presentation given to the Social Media Association of Michigan on March 15, 2017 at TechTown Detroit. Basics of Google Analytics, as well as other data available in Google Search Console and Google Data Studio.
[DevDay 2017] Using analytics, focusing on SEO and unability - Keys to develo...DevDay.org
Competition for customers time and money is high and growing, especially in local and regional markets. Developers need to do more than just deliver functionality and good code. They must work with others on their teams to develop sites and apps with an eye on actual user data from Analytics, SEO research, and usability. We will talk about how a developer or a team can get into such a mindset.
First 90 days of a B2B Digital Marketing StrategySteve Cummins
Outlining a 90 day plan to build a Digital Marketing strategy. Includes tips on benchmarking and creating a baseline; identifying appropriate social media channels; implementing initial strategy. Also recommends free resources to help with planning and implementation. Originally presented at BMA-NJ Digital Marketing Summit.
Similar to Google Analytics: MVPs and Game-Changing New Features (20)
Explore our comprehensive data analysis project presentation on predicting product ad campaign performance. Learn how data-driven insights can optimize your marketing strategies and enhance campaign effectiveness. Perfect for professionals and students looking to understand the power of data analysis in advertising. for more details visit: https://bostoninstituteofanalytics.org/data-science-and-artificial-intelligence/
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.”
As Europe's leading economic powerhouse and the fourth-largest hashtag#economy globally, Germany stands at the forefront of innovation and industrial might. Renowned for its precision engineering and high-tech sectors, Germany's economic structure is heavily supported by a robust service industry, accounting for approximately 68% of its GDP. This economic clout and strategic geopolitical stance position Germany as a focal point in the global cyber threat landscape.
In the face of escalating global tensions, particularly those emanating from geopolitical disputes with nations like hashtag#Russia and hashtag#China, hashtag#Germany has witnessed a significant uptick in targeted cyber operations. Our analysis indicates a marked increase in hashtag#cyberattack sophistication aimed at critical infrastructure and key industrial sectors. These attacks range from ransomware campaigns to hashtag#AdvancedPersistentThreats (hashtag#APTs), threatening national security and business integrity.
🔑 Key findings include:
🔍 Increased frequency and complexity of cyber threats.
🔍 Escalation of state-sponsored and criminally motivated cyber operations.
🔍 Active dark web exchanges of malicious tools and tactics.
Our comprehensive report delves into these challenges, using a blend of open-source and proprietary data collection techniques. By monitoring activity on critical networks and analyzing attack patterns, our team provides a detailed overview of the threats facing German entities.
This report aims to equip stakeholders across public and private sectors with the knowledge to enhance their defensive strategies, reduce exposure to cyber risks, and reinforce Germany's resilience against cyber threats.
Show drafts
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Empowering the Data Analytics Ecosystem: A Laser Focus on Value
The data analytics ecosystem thrives when every component functions at its peak, unlocking the true potential of data. Here's a laser focus on key areas for an empowered ecosystem:
1. Democratize Access, Not Data:
Granular Access Controls: Provide users with self-service tools tailored to their specific needs, preventing data overload and misuse.
Data Catalogs: Implement robust data catalogs for easy discovery and understanding of available data sources.
2. Foster Collaboration with Clear Roles:
Data Mesh Architecture: Break down data silos by creating a distributed data ownership model with clear ownership and responsibilities.
Collaborative Workspaces: Utilize interactive platforms where data scientists, analysts, and domain experts can work seamlessly together.
3. Leverage Advanced Analytics Strategically:
AI-powered Automation: Automate repetitive tasks like data cleaning and feature engineering, freeing up data talent for higher-level analysis.
Right-Tool Selection: Strategically choose the most effective advanced analytics techniques (e.g., AI, ML) based on specific business problems.
4. Prioritize Data Quality with Automation:
Automated Data Validation: Implement automated data quality checks to identify and rectify errors at the source, minimizing downstream issues.
Data Lineage Tracking: Track the flow of data throughout the ecosystem, ensuring transparency and facilitating root cause analysis for errors.
5. Cultivate a Data-Driven Mindset:
Metrics-Driven Performance Management: Align KPIs and performance metrics with data-driven insights to ensure actionable decision making.
Data Storytelling Workshops: Equip stakeholders with the skills to translate complex data findings into compelling narratives that drive action.
Benefits of a Precise Ecosystem:
Sharpened Focus: Precise access and clear roles ensure everyone works with the most relevant data, maximizing efficiency.
Actionable Insights: Strategic analytics and automated quality checks lead to more reliable and actionable data insights.
Continuous Improvement: Data-driven performance management fosters a culture of learning and continuous improvement.
Sustainable Growth: Empowered by data, organizations can make informed decisions to drive sustainable growth and innovation.
By focusing on these precise actions, organizations can create an empowered data analytics ecosystem that delivers real value by driving data-driven decisions and maximizing the return on their data investment.
Google Analytics: MVPs and Game-Changing New Features
1. Google Analytics
MVPs and Game-Changing New Features
as presented at
Museums and the Web 2014
Baltimore, MD
4/2/14
Brian Alpert
Web Analytics and SEM Analyst
Smithsonian Institution
@balpert
2. 2
What do we have here?
• Introduction
• MVP Feature 1: Improved Segmentation
– Cohorts
• MVP Feature 2: Event Tracking
• Automation: Supermetrics Dashboard / Case Studies
• New, Game-Changing Features
– Demographics and Interests
– Universal Analytics
• Other Stuff
• GA Best Practices/ Tips and Tricks
• Resources
3. 3
Feverishly Google
Since 2012 Google has been feverishly revamping the
world‟s most popular web analytics tool.
70+ launches in 2013 alone!
New reports
New features
New navigation structure
New names for stuff
New ways to do stuff
Completely new code (we‟ll get to that)
5. 5
MVP #1: Improved segmentation
“Probably the most
important tool” (Cutroni)
Drag and Drop interface
Templates make it easier
to create segments
(Anonymous) user
segments
Cohort analysis
Behavior “sequence”
segments
Launched 7/13/13
Overview
Examples (Cutroni)
Advanced segments are
accessed from this pull-
down arrow.
6. 6
(Not-so) New user interface
Drag and Drop one or
more segments into
place
Nice touches give an
improved experience
7. 7
User segmentation is a large step forward
“A user is the tool‟s best-guess of an
anonymous person.”
User segments represent all data
associated with a user.
I.E., all visit data the user generated
during the time frame.
Built-in
Single-visit users
Multi-visit users
Create your own
"Users in Massachusetts who spent >
$500."
Can follow user groups for 90-days.
User segment: mobile device
users from facebook who stayed
for >30 seconds.
8. 8
User segmentation (cont‟d)
Offered in various places
E-commerce area shows
ability to analyze per user
(anonymously)
The segment shown at
the bottom can answer
the question:
What’s the difference in
conversion rates for people
who went to page X from a
banner on the home page,
compared to people whose
first page was page Y?
9. 9
New and awesome! Cohorts!
The ability to segment a
unique group of visitors
with something in
common.
Helps analyze the long-
term benefits of groups.
Date of First Visit is the
first / only offering.
Segment users (create
cohorts) by when they first
visited.
"All users who first visited
between Feb 1 and Feb 28
as a result of a paid search
campaign” (cpc).
Can create cohorts for any
31-day time period
The example can help you understand if a shift in
strategy has been successful (or not!) (Kaushik)
10. 10
Also way cool – “Sequence” segments
Identify specific sequences
of interaction by visit
(within single visits) and/or
user (over all visits within a
date range).
Track the behavior of
users across multiple
sessions.
Examples
Users who viewed two pages
in a row (e.g., two steps in a
shopping cart).
Segment all people who
visited from a campaign and
bought something some time
after seeing the campaign.
People who started a
checkout process but did not
purchase.
This segment will measure users who start a
checkout process, but do not finish. (Cutroni)
11. 11
The Gallery. THE GALLERY!
Let experts create
segments for you!
Well-known GA experts
post their segments.
Click “Import from Gallery.”
Not just segments!
Custom Reports
Dashboards
Bonus segmentation links
Example segments (Google)
10 Google Analytics Advanced
Segments That Reveal Search
& Social ROI (Search Engine
Watch)
12. 12
“Social Media Visits” advanced segment
Regular expression:
awe.sm|bit.ly|bitly|blogfaves.com|blogger|bloglines|blogspot|delicious|digg|facebook|feedburn
er|flickr|foursquare|goo.gl|groups.google|groups.yahoo.com|hootsuite|instagram|linkedin|m.fa
cebook.com|meetup|newsgator|ow.ly|paper.li|pinterest|plus.google|plus.url.google.com|reddit
|sphinn|stumbleupon|t.co|technorati|tripadvisor|tweetdeck|twitter|typepad|tumblr|wikia|wordpr
ess|youtube
The regular
expression
(“regex”) can
also be edited to
include smaller
groups, or types
of social sites,
i.e., facebook
and twitter.
13. 13
Case Study: Social Media Visits segment
Key Trends
and Insights
Social Media
segment trends
are ‘streaky,’
indicating interest
correlating to
social media
program activity.
High loyalty
group share is
much higher than
similar groups,
indicating strong
relationship
between OP
content and its
audience.
Impact
• Social media visitors visiting the site erratically over time could impede the project goals of fostering a
desire to learn more, to continually share and to move visitors along a continuum of learning toward
action.
Recommended Steps
• If social media/blog efforts are coming in spurts, consider ways to execute a more consistent schedule.
• Engage qualitative effort to gauge possible U-I or search issues, and/or uncover other engagement-
related characteristics.
14. 14
Let‟s make the „Social Media Visits‟ segment
The regex, which you can update and/or customize:
awe.sm|bit.ly|bitly|blogfaves.com|blogger|bloglines|blogspot|delicious|digg|facebook|feedburner|flickr|fo
ursquare|goo.gl|groups.google|groups.yahoo.com|hootsuite|instagram|linkedin|m.facebook.com|meetu
p|newsgator|ow.ly|paper.li|pinterest|plus.google|plus.url.google.com|reddit|sphinn|stumbleupon|t.co|tec
hnorati|tripadvisor|tweetdeck|twitter|typepad|tumblr|wikia|wordpress|youtube
15. 15
Advanced segment: engaged visits
These visits
Were
deeper
than three
pages.
Were
longer than
three
minutes.
16. 16
Advanced segment: highly-engaged visits
These visits
Were deeper than
four pages.
Were in frequency
more than two
times in the
measured period.
Were longer than
two minutes.
These values can be
tweaked for your site,
of course!
A nice blog post on
this topic is here.
17. 17
Custom Channels help you understand your audience
“Channel Grouping”
Located in „Acquisition‟
Acquisition-Behavior-
Conversion (ABC) cycle
How you acquire users
How they behave
Their conversion patterns
Custom channel examples
Paid social media
Library sites
Photo sites
Rules may involve regex
These channels will also
appear in the Multi Channel
Funnels reports
Sources: Cutroni
SEER Interactive
The Acquisition „Overview‟ report shows acquisition
metrics in “ABC” terms:
Acquisition
Behavior
Conversion
18. 18
Content Grouping helps you understand behavior
A way to create content-specific
segments
Blogs
Content types (“History”)
You define these.
Multiple ways to specify content groups
Tracking code modifications
URL, page title, or description
Other rules
Groupings of Groups - !
Blog content categories
References
http://cutroni.com/blog/2014/01/09/set-google-
analytics-content-grouping/
http://cutroni.com/blog/2014/01/24/use-google-
analytics-content-groups/
19. 19
Discuss
How would you use user segments –
as opposed to traditional visit
segments?
How would creating “Date of First
Visit” cohorts extend that usefulness?
What custom channels would you
add?
What about Content Groups – how
could you use them?
20. 20
MVP #2: „Event‟ Tracking
Events are super-important, yet under-utilized because
they involve adding code!
“Events” are a feature of HTML
Bits of code that triggers javascript to make something happen
A prompt, or alert
Sending info to Google Analytics (e.g., a link was clicked)
To use “Event Tracking” in GA, you have to:
Define and categorize your events
Configure and add the code, usually right in the link (but not always)
The code is pretty simple, really
Many social-share widgets automatically add Events.
21. 21
Common uses for Events
Basic (super easy)
External links
Internal banners
Sign-ups, log-ins, form submissions
Downloads
Middle (a little more complex)
Gadgets
Videos
Social sharing button interaction
Advanced (but awesome!)
Search engine rank tracking
Form completion progress/ drop out
Scroll reach (great for blogs)
Source: Lewis (2013)
Source: Bowhouse
22. 22
Defining Events is a simple exercise
Category
The broad category of the event you are tracking
Ex. – External links, Social, Downloads, Videos
Action
More specifically what you are tracking
Ex. – Click, PDF, Play Video, Submit Form, etc.
Label (optional, but helpful)
More specific sub-categories of actions, titles, etc.
Ex. – Overview PDF, Gone With the Wind
Value (optional, also good-to-do and easy)
A predetermined numerical value for a tracked object
An assigned “dollar value” ascribed to an Event
An assigned value when a user plays a video to a certain point, etc.
Interaction (optional)
True/False category that determines if the action will prevent the visit from being a „bounce visit.‟
23. 23
Event code is easy to parse (really!)
Tracking clicks on a link to download a white paper
The full code of the link:
<a href=”/downloads/whitepapers/seo-is-great.pdf”
onClick=”_gaq.push(['_trackEvent', 'whitepaper', 'download', 'SEO
Whitepaper', 5, true]);” target=”_blank”>SEO Whitepaper</a>
Other code examples
_gaq.push(['_trackEvent', External links', „Click', „Partner website']);
_gaq.push(['_trackEvent', 'Downloads', 'PDF', 'Overview PDF']);
_gaq.push(['_trackEvent', 'Videos', 'Play', 'Gone With the Wind']);
Source: Lewis (2013)
24. 24
There‟s a bit of a conundrum however…
Two significant changes affecting Events
Google Tag Manager (GTM)
Universal Analytics
The Good
Events can be tracked via GTM w/o extra code!
Universal Analytics is the future; offers new capabilities and power.
The “Bad”
GTM means revamping all your code, and embracing a new way of
doing things.
Universal Analytics Events code is also different.
25. 25
There‟s tons of info on the web
Google Event Tracking Guide (Google)
Google Analytics Event Tracking Explained for Non-Coders
(Miceli, SEER Interactive)
The Complete Google Analytics Event Tracking Guide Plus 10 Amazing
Examples (Lewis, koozl)
A New Method to Track Keyword Ranking using Google Analytics
(Cutroni, Google)
Tracking Internal Campaigns with Google Analytics
(Cutroni, Google)
14 Google Analytics Product Announcements from the 2013 #GASummit
(Sauer, Jeffalytics)
27. 27
Supermetrics Data Grabber
Extracts data from the
Google Analytics API.
Easy-to-use and customize.
Exceptional charting
capabilities.
14 days free.
$348 per year.
Limited documentation and
support.
Excel for Windows
2003/2007/2010/2011.
Excel 2011 for Mac (super
slow though)
http://supermetrics.com
28. 28
Supermetrics Custom Dashboard
The two spreadsheets work
together.
„Engagement‟ oriented metrics
Visit Frequency
Visit Length
Visit Depth
New vs. Returning Visits
Bounce Rate
Conversion Rate
Search Engines
A foundation to make data
actionable
“Key Trends and Insights”
“Impact on Site/Museum”
“Steps Being Taken”
The easily updated, trended data is
what makes the dashboard powerful.
30. All Visits data tells a nice story...
30
Minimal loyalty
group (purple)
downward trend
indicates
improving content
engagement
High loyalty
group (blue)
upward trend
indicates same
Impact of this Data on the Site or Program
• This good-looking chart may indicate high content engagement and/or perceived value
• This data may correlate to increasing conversion behaviors
Acting on this Data
• Identify moderate and high loyalty pages as a means of duplicating, or improving others
• Examining conversion behaviors of these segments may yield add'l insights
• Correlating high bounce rate pages to one-time visits may yield add'l insights
• Test different content types in an attempt to move 'minimal' visitors into 'moderate' group
Key Trends
and Insights
31. 31
This Impact of this Data on the Site or Program
• Organic search listings are driving poorly-targeted traffic
• Will result in decreased organic search performance over time
Acting on this Data
• Refocus title tags, meta-description tags and page content for important pages
• Perform link analysis to see where other SEO improvements can be made
Minimal
frequency group
upward trend
indicates organic
listings are not
appropriately
targeted
Moderate
frequency group
downward trend
indicates same
High frequency
group trending
slightly downward,
in contrast to
previous chart‟s
upward slope
Key Trends
and Insights
…But applying segmentation tells a different story
32. 32
SI Archives “Definitive Source of SI History”
Strategy: increase
engagement with SI
history website content.
Tactic: make website
history content more
measureable.
Measurement: “High Visit
Depth”
Percentage of HISTORY
visits was 94% higher than
ALL visits
1.21% average for ALL visits
2.35% average for HISTORY
visits
History-related
visits
All visits
33. 33
Archives of American Art Wikipedia Case Study
AAA wanted to make their
content more accessible to
younger students.
They worked with Wikipedia
to expand their offerings.
We compared segments of
Wikipedia visitors to other
visitors.
Wiki-referred visitors were
increasingly less likely to
(need to) visit the AAA site
many times.
This contrasts with the stable
trend of all visits.
All visits, high
frequency
Wikipedia visits,
high frequency
34. Is the trend statistically significant?
• Control Limits Definition
• Avinash’s blog post
• ‘Instant Cognition’ (Clint
Ivy) blog post
Four of thirteen datapoints
are outside of the upper
and lower control limit
ranges, 30% of the data.
Is that enough to say yes,
that‟s a statistically
significant trend? The
answer is subjective, but
arguably so.
35. 35
Archives of American Art Wikipedia Case Study
Followup datapoint to the first
Wikipedia-referred visitors were
less likely to ask Smithsonian
staff for help via “contact us”
Reduced burden on
Smithsonian staff
The same datapoint for two
other segments is shown
Returning visitors
Visitors from search engines
Returning
visitors
Wikipedia
visitors
Visitors from
search engines
37. 37
Demographics and Interests reports
Demographics
Age (traffic by age ranges)
Gender (traffic by gender)
Interests – behavior by
Affinity Categories
In-Market Categories
Other Categories
No PII is tracked!
You have to add a line of code to your pages
You have to modify your privacy policy
https://support.google.com/analytics/answer/2799357
38. 38
Affinity Categories
TV Lovers Green Living Enthusiasts
Movie Lovers
News Junkies & Avid Readers/Business & Economic News
Junkies
Technophiles Movie Lovers/Comedy Movie Fans
News Junkies & Avid Readers Beauty Mavens
Music Lovers/Rock Music Fans TV Lovers/TV Comedy Fans
Music Lovers Do-It-Yourselfers
Music Lovers/Indie & Alternative Rock Fans Movie Lovers/Sci-Fi & Fantasy Movie Fans
Sports Fans Travel Buffs/Beachbound Travelers
Music Lovers/Electronica & Dance Music Fans Pet Lovers/Dog Lovers
Shutterbugs Music Lovers/Folk & Traditional Music Enthusiasts
Music Lovers/Rap & Hip Hop Fans Music Lovers/Spanish-Language Music Fans
Cooking Enthusiasts Sports Fans/Winter Sports Enthusiasts
Music Lovers/Pop Music Fans Thrill Seekers
Travel Buffs Sports Fans/Basketball Fans
News Junkies & Avid Readers/Entertainment & Celebrity News Junkies Auto Enthusiasts/Performance & Luxury Vehicle Enthusiasts
Gamers Sports Fans/American Football Fans
Shoppers/Shopaholics TV Lovers/Sci-Fi & Fantasy TV Fans
Political Junkies Music Lovers/Country Music Fans
Home Decor Enthusiasts Movie Lovers/Romance & Drama Movie Fans
Gamers/Hardcore Gamers Sports Fans/Cycling Enthusiasts
Cooking Enthusiasts/Aspiring Chefs Movie Lovers/Horror Movie Fans
Music Lovers/Metalheads Shoppers/Bargain Hunters
Sports Fans/Soccer Fans Travel Buffs/Luxury Travelers
Pet Lovers Pet Lovers/Cat Lovers
Music Lovers/Jazz Enthusiasts Movie Lovers/Family Movie Fans
Art & Theater Aficionados Music Lovers/Blues Fans
Auto Enthusiasts Sports Fans/Baseball Fans
Nightlife Enthusiasts Shoppers/Value Shoppers
Savvy Parents Sports Fans/Hockey Fans
Health & Fitness Buffs Travel Buffs/Snowbound Travelers
TV Lovers/TV Drama Fans Sports Fans/Golf Enthusiasts
Outdoor Enthusiasts News Junkies & Avid Readers/Local News Junkies
Music Lovers/Classical Music Enthusiasts Auto Enthusiasts/Motorcycle Enthusiasts
Movie Lovers/Action & Adventure Movie Fans Sports Fans/Boating & Sailing Enthusiasts
Shoppers/Luxury Shoppers Fast Food Cravers
Gamers/Casual & Social Gamers Sports Fans/Skiing Enthusiasts
Avid Investors Travel Buffs/Family Vacationers
Foodies Cooking Enthusiasts/30 Minute Chefs
TV Lovers/Game, Reality & Talk Show Fans Sports Fans/Running Enthusiasts
Fashionistas TV Lovers/Family Television Fans
Sports Fans/Water Sports Enthusiasts
A partial list, to
give you an idea.
There are TONS
of these
categories!
39. 39
In-Market Segments…
Autos & Vehicles/Motor Vehicles Consumer Electronics/Televisions
Autos & Vehicles/Motor Vehicles/Motor Vehicles (New) Financial Services/Investment Services
Autos & Vehicles/Motor Vehicles/Motor Vehicles (Used) Home & Garden/Home Appliances
Autos & Vehicles/Motor Vehicles/Motor Vehicles by Brand/Ford Home & Garden/Home Appliances/Small Appliances
Autos & Vehicles/Motor Vehicles/Motor Vehicles by Brand/Toyota Home & Garden/Home Decor
Autos & Vehicles/Motor Vehicles/Motor Vehicles by Type/Motorcycles Home & Garden/Home Decor/Lights & Fixtures
Autos & Vehicles/Motor Vehicles/Motor Vehicles by Type/Motorcycles/Motorcycles
(Used) Home & Garden/Home Furnishings
Autos & Vehicles/Vehicles (Other)/Bicycles & Accessories Home & Garden/Home Furnishings/Bedroom
Autos & Vehicles/Vehicles (Other)/Campers & RVs Home & Garden/Home Furnishings/Garden & Outdoor
Computers & Peripherals/Computer Accessories & Components Home & Garden/Home Furnishings/Home Office
Computers & Peripherals/Computer Accessories & Components/Memory & Storage Home & Garden/Home Furnishings/Living Room
Computers & Peripherals/Computers/Desktop Computers Home & Garden/Home Improvement
Computers & Peripherals/Computers/Laptops & Notebooks Home & Garden/Home Improvement/Flooring & Decks
Computers & Peripherals/Computers/Tablets & Ultraportable Devices Home & Garden/Home Improvement/Paint
Computers & Peripherals/Printers, Scanners & Faxes Home & Garden/Home Improvement/Plumbing Fixtures
Consumer Electronics/Audio Home & Garden/Home Improvement/Tools
Consumer Electronics/Audio/Car Audio Real Estate/Residential Properties
Consumer Electronics/Audio/Pro Musician & DJ Equipment Real Estate/Residential Properties/Residential Properties (For Rent)
Consumer Electronics/Audio/Speakers Real Estate/Residential Properties/Residential Properties (For Rent)/Apartments (For Rent)
Consumer Electronics/Audio/Stereo Systems Real Estate/Residential Properties/Residential Properties (For Rent)/Houses (For Rent)
Consumer Electronics/Camcorders Real Estate/Residential Properties/Residential Properties (For Sale)
Consumer Electronics/Cameras
Real Estate/Residential Properties/Residential Properties (For Sale)/Apartments (For Sale)/Preowned Apartments (For
Sale)
Consumer Electronics/Cameras/Camera Lenses Real Estate/Residential Properties/Residential Properties (For Sale)/Houses (For Sale)/New Houses (For Sale)
Consumer Electronics/Cameras/Digital SLRs Real Estate/Residential Properties/Residential Properties (For Sale)/Houses (For Sale)/Preowned Houses (For Sale)
Consumer Electronics/Cameras/Point & Shoots Software/Antivirus & Security Software
Consumer Electronics/DVD & Blu-Ray Players Software/Audio & Music Software
Consumer Electronics/Game Consoles Software/Business & Productivity Software
Consumer Electronics/Game Consoles/Sony PlayStation Software/Design Software/Drawing & Animation Software
Consumer Electronics/Home Theater Systems Software/Design Software/Photo Software
Consumer Electronics/Mobile Phones Software/Video Software
Telecom/Internet Service Providers
40. 40
Other Categories…
Arts & Entertainment Arts & Entertainment/TV & Video/TV Shows & Programs/TV Reality Shows
Arts & Entertainment/Celebrities & Entertainment News Arts & Entertainment/TV & Video/TV Shows & Programs/TV Sci-Fi & Fantasy Shows
Arts & Entertainment/Comics & Animation/Anime & Manga Arts & Entertainment/Visual Art & Design
Arts & Entertainment/Comics & Animation/Cartoons Arts & Entertainment/Visual Art & Design/Architecture
Arts & Entertainment/Comics & Animation/Comics Arts & Entertainment/Visual Art & Design/Design/Graphic Design
Arts & Entertainment/Entertainment Industry/Film & TV Industry/Film & TV Awards Arts & Entertainment/Visual Art & Design/Painting
Arts & Entertainment/Events & Listings/Concerts & Music Festivals Arts & Entertainment/Visual Art & Design/Photographic & Digital Arts
Arts & Entertainment/Humor Autos & Vehicles
Arts & Entertainment/Humor/Live Comedy Autos & Vehicles/Bicycles & Accessories
Arts & Entertainment/Movies Autos & Vehicles/Vehicle Brands
Arts & Entertainment/Movies/Bollywood & South Asian Film Autos & Vehicles/Vehicle Brands/Toyota/Scion
Arts & Entertainment/Movies/Comedy Films Beauty & Fitness/Body Art
Arts & Entertainment/Movies/Horror Films Beauty & Fitness/Face & Body Care/Make-Up & Cosmetics
Arts & Entertainment/Movies/Science Fiction & Fantasy Films Beauty & Fitness/Fashion & Style
Arts & Entertainment/Music & Audio Beauty & Fitness/Fashion & Style/Fashion Designers & Collections
Arts & Entertainment/Music & Audio/Classical Music Beauty & Fitness/Fashion & Style/Fashion Modeling
Arts & Entertainment/Music & Audio/Country Music Beauty & Fitness/Fitness/Bodybuilding
Arts & Entertainment/Music & Audio/Experimental & Industrial Music Beauty & Fitness/Hair Care
Arts & Entertainment/Music & Audio/Folk & Traditional Music Books & Literature
Arts & Entertainment/Music & Audio/Jazz & Blues/Blues Books & Literature/E-Books
Arts & Entertainment/Music & Audio/Jazz & Blues/Jazz Books & Literature/Literary Classics
Arts & Entertainment/Music & Audio/Music Equipment & Technology Books & Literature/Magazines
Arts & Entertainment/Music & Audio/Music Equipment & Technology/DJ Resources & Equipment Books & Literature/Poetry
Arts & Entertainment/Music & Audio/Music Equipment & Technology/Music Recording Technology Books & Literature/Writers Resources
Arts & Entertainment/Music & Audio/Music Equipment & Technology/Musical Instruments Business & Industrial
Arts & Entertainment/Music & Audio/Music Equipment & Technology/Musical Instruments/Guitars Business & Industrial/Advertising & Marketing
Arts & Entertainment/Music & Audio/Music Equipment & Technology/Musical Instruments/Pianos & Keyboards Computers & Electronics/Computer Security/Antivirus & Malware
Arts & Entertainment/Music & Audio/Music Equipment & Technology/Samples & Sound Libraries Computers & Electronics/Consumer Electronics/Audio Equipment/Headphones
Arts & Entertainment/Music & Audio/Music Reference/Music Composition & Theory Computers & Electronics/Consumer Electronics/Audio Equipment/Stereo Systems & Components
Arts & Entertainment/Music & Audio/Music Reference/Song Lyrics & Tabs Computers & Electronics/Consumer Electronics/Camera & Photo Equipment/Cameras & Camcorders/Camera Lenses
Arts & Entertainment/Music & Audio/Music Streams & Downloads Computers & Electronics/Consumer Electronics/Camera & Photo Equipment/Cameras & Camcorders/Cameras
Arts & Entertainment/Music & Audio/Pop Music Computers & Electronics/Consumer Electronics/Game Systems & Consoles/Sony PlayStation
Arts & Entertainment/Music & Audio/Radio Computers & Electronics/Programming
Arts & Entertainment/Music & Audio/Rock Music Computers & Electronics/Programming/Scripting Languages
Arts & Entertainment/Music & Audio/Rock Music/Classic Rock & Oldies Computers & Electronics/Software
Arts & Entertainment/Music & Audio/Rock Music/Hard Rock & Progressive Computers & Electronics/Software/Business & Productivity Software
Arts & Entertainment/Music & Audio/Rock Music/Indie & Alternative Music Computers & Electronics/Software/Business & Productivity Software/Spreadsheet Software
Arts & Entertainment/Music & Audio/Rock Music/Metal (Music) Computers & Electronics/Software/Freeware & Shareware
Arts & Entertainment/Music & Audio/Rock Music/Punk (Music) Computers & Electronics/Software/Internet Software/Internet Clients & Browsers
Arts & Entertainment/Music & Audio/Urban & Hip-Hop/Rap & Hip-Hop Computers & Electronics/Software/Multimedia Software/Audio & Music Software
Arts & Entertainment/Music & Audio/Urban & Hip-Hop/Soul & R&B Computers & Electronics/Software/Multimedia Software/Audio & Music Software/Audio Files Formats & Codecs
Arts & Entertainment/Music & Audio/World Music/East Asian Music Computers & Electronics/Software/Multimedia Software/Desktop Publishing/Fonts
Arts & Entertainment/Music & Audio/World Music/Latin American Music/Brazilian Music Computers & Electronics/Software/Multimedia Software/Graphics & Animation Software
Arts & Entertainment/Music & Audio/World Music/Reggae & Caribbean Music Computers & Electronics/Software/Operating Systems/Linux & Unix
Arts & Entertainment/Offbeat Computers & Electronics/Software/Operating Systems/Mac OS
Arts & Entertainment/TV & Video Computers & Electronics/Software/Operating Systems/Windows OS
Arts & Entertainment/TV & Video/Online Video Computers & Electronics/Software/Software Utilities
Arts & Entertainment/TV & Video/TV Shows & Programs Finance/Accounting & Auditing/Tax Preparation & Planning
Arts & Entertainment/TV & Video/TV Shows & Programs/TV Comedies Finance/Banking
Arts & Entertainment/TV & Video/TV Shows & Programs/TV Dramas Finance/Investing
41. 41
Privacy considerations
Google refers to this as “changing your Analytics tracking code to
support Display Advertising.”
You are required to disclose the following in your privacy policy:
The Google Analytics features you've implemented based on Display Advertising
(e.g., Remarketing, Google Display Network Impression Reporting, the DoubleClick
Campaign Manager integration, or Google Analytics Demographics and Interest
Reporting).
Using the Ads Settings, visitors can opt-out of Google Analytics for Display
Advertising and customize Google Display Network ads.
https://support.google.com/analytics/answer/2700409
42. 42
Technical considerations
You can only apply over a 90-day period.
This data is based in integration with Google‟s DoubleClick
ad-serving network, so…
Take these with a grain of salt – you may not be who
DoubleClick thinks you are.
These reports are based on a subset of your data since
Google cannot always determine user characteristics.
Not yet available in the API.
Not yet available in Universal Analytics.
43. 43
Example from cyclicdefrost.com
Cyclic Defrost is an online magazine that covers independent electronic
music, avant-rock, experimental sound art, leftfield hip hop and
everything in between.
The largest visitor segment is 25-34 year-olds.
44. 44
Example from cyclicdefrost.com (cont‟d)
Older visitors (though small in number) engage the content at a higher rate.
This segment skews more highly male than the 25-34 year-olds.
83-16 vs. 77-23
45. Shows how men and women use the site differently
45
Awesome motion chart
47. 47
Universal Analytics means user-centric data
Moving away from device-specific measurement (a.k.a. cookies).
Track users on other network-connected devices
Kiosks
Game consoles
Point-of-sale systems
Catalog sales (?)
More control over settings and adjustments
User ID feature allows you to anonymously track all interactions related to a
logged-in person, across all data sources. (This feature is still in closed beta.)
Session time-out setting
More control over dimensions and metrics
Custom Dimensions and Metrics
“Dimension Widening” (importing dimensions from other data sources)
Better cross-domain tracking and back-end improvements
48. 48
Universal Analytics means all new code
Ultimately we will all migrate to the new
code, but…
You might not want to do it now.
Still in phase one of a public beta.
You can use both tags at the same time.
Your data will be “starting over”
Does not currently support:
Demographics and Interests
Remarketing
Google Display Network Impression
Reporting
DoubleClick Campaign Manager integration
Source: Vampyre Fangs
49. 49
A word about the technology
Universal Analytics works via the Measurement Protocol.
Still works by collecting hits, but...
You manually determine the way hits are collected / users identified.
Then add the GA code into your device to send hits back to Google Analytics.
References
http://cutroni.com/blog/2012/11/06/nurturing-your-customers-business-with-universal-
analytics/
http://www.jeffalytics.com/introducing-universal-analytics-google-analytics/
https://blog.kissmetrics.com/universal-analytics/
50. 50
Add data into Google Analytics!
Custom Dimensions and Metrics: Import data from other datasets and create
your own Dimensions and Metrics
Office coffee drinkers
Types of coffee they like
Number of cups per day they consume
Dimension Widening: Join them with the existing data in Google Analytics.
Content data (Author, Topic)
Product or customer data
Advertising data
Cost Data Import: Import the amount of $$ spent on non-Google ads
Help calculate the ROI on non-Google ads
Manually upload CSV files or automatically send data via the GA API
Resources
http://cutroni.com/blog/2013/10/30/dimension-widening-import-data-directly-into-google-analytics/
https://developers.google.com/analytics/devguides/platform/customdimsmets
http://www.lunametrics.com/blog/2013/09/10/access-custom-dimensions-google-
analytics/#sr=g&m=o&cp=or&ct=-tmc&st=(opu%20qspwjefe)&ts=1387574151
51. 51
Discuss
Has anyone upgraded to
Universal Analytics yet?
How would you use GA in
your non-website / mobile
settings (i.e., in a kiosk or
point-of-sale unit)? Other
device(s)?
What new dimensions or
metrics would you add, from
other data sources?
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A Word About Scope
No, not the mouthwash!
Google defines dimensions and metrics in terms of their scope.
User
Session
Hit
You can only widen between dimensions and metrics of same scope.
Source: Kaushik
Source: Cutroni
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A more detailed version of the diagram
Source: CutroniSource: Kaushik
55. 55
Dimensions and Metrics should be matched
Mismatching of
hit- and session-
level metrics and
dimensions is
becoming more
commonplace.
Source: Google Analytics Academy
56. 56
You can do a mismatch, but…
“It would not
be logical to
combine a
session-level
metric like
Count of
Visits with a
hit-level
metric like
Page Title.”
Source: Google Analytics Academy
57. 57
Sometimes you can‟t do it even if you try.
“It is not
possible to
combine a hit-
level metric
like Time on
Page with a
session-level
metric, like
Traffic Source
or Geographic
Location.”
Source: Google Analytics Academy
58. 58
Unfiltered backup profile
Create a profile that has no filtering of any kind
Leave this profile alone – it serves as a backup
Protection against unintended consequence
Possible names
Website/view name (backup)
Website/view name (unfiltered data)
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Filter-out internal-traffic
If you want to exclude visitors surfing from within your network
Account >> Admin >> View (Profile) >> Filters >> +New Filter >> External Traffic Only
60. 60
Measure only traffic taking place on your site
Scraping and re-publishing website content is a common practice.
Those sites exist to serve Google Adsense ads and make money.
Unfortunately they also
scrape your GA “UA”
account number.
Their traffic goes into GA
as your traffic!
Include all your domains.
Filter pattern
domain.com
domain1.com|domain2.com
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Use annotations
Super easy – a great way to know at-a-glance what
happened on your site, launches, promos, etc.
You think you‟re gonna remember – you‟re not!
62. 62
Resources
Google Analytics Blog
http://analytics.blogspot.com/
Avinash Kaushik‟s “Occam‟s Razor”
http://kaushik.net/avinash
Analytics Talk (Justin Cutroni)
http://cutroni.com/blog/
Supermetrics Data Grabber
http://supermetrics.com/
Automate Analytics Google Group
http://groups.google.com/group/automateanalytics/topics
Lunametrics blog
http://www.lunametrics.com/blog
Kissmetrics
http://blog.kissmetrics.com/
Annielytics
http://www.annielytics.com/
Four of thirteen datapoints are outside of the upper and lower control limit ranges, 30% of the data. Is that enough to say yes, that’s a statistically significant trend? The answer is subjective, but arguably so.