"Growth Analytics: Evolution, Community and Tools" with emphasis on Google Analytics (and its API), including examples of how web analysts and data scientists can use this rich source of data for analysis and applications. Customer analytics meetup in Dublin May '18 https://www.meetup.com/Customer-Analytics-Dublin-Meetup/events/250809233/

1. Growth Analytics:
Evolution, Community, Tools
Customer Analytics Meetup
Dublin, May 2018
Alexandros Papageorgiou

2. My journey so far
alex-papageo.com

3. Challenge: How to call this ?

4. Approach A: Where does the data come from?
…Web analytics ?

5. Approach B: What does the data relate to ?
• Marketing analytics ?
• Customer analytics ?

6. It’s about Growth
Growth Analytics
Growth Data Science

7. Digital Growth
- How do we achieve digital growth ?

8. Traffic x Conversion

9. Drivers of Digital Growth
• Traffic
SEO + SEM + Social + Display + Email + ...
(the marketing component)
• Conversion
Consumer Behaviour + User journey analysis
(the consumer component)

10. Digital Growth: Questions
• Has the Conversion changed? What’s the cause ?
• Which are the most important factors driving user
conversion ?
• How do the various online marketing channels interact with
each other?
• Which strategies can optimise bidding for keywords ?
• How to choose organic keywords to develop content for ?
• Does the site architecture allow for the most important
pages to get the page rank they deserve ?
• ...

11. Tools
• General purpose analysis tools
• Domain specific tools

12. General Purpose Tools

14. It’s the API economy

15. Google Analytics API

16. Working with the GA API
1. Set up a project
2. Connect to the API
3. Select metrics and dimensions

17. 1. Set up project in Developers console

18. 2. Connect to the API
Try a wrapper library e.g.
• GoogleAnalyticsR
• google2pandas

19. 3. Select Metrics and Dimensions

20. A basic GA API call
The number of users and sessions broken down by traffic channel and user country

21. API Response

22. Data Application: Conversion Health Check
Why is Conversion rate down ?

24. Thoughts about GA & the API
GA comes with lots of merits but there is
also
• Focus on aggregate analysis
• Static analysis vs real time
• Data sampling

25. The #measure Community

27. by Bhav Patel

30. Measure chat on Slack

31. Recap
• Growth Analytics
• General purpose + Domain specific tools
+ APIs
• Measure Community

32. Calls to Action
 Check out the measure slack community
 Experiement with the GA API
 Develop your data analysis applications

33. Useful links
● Measure chat www.measure.chat
● MeasureCamp: http://measurecamp.org
● GoogleAnalyticsR:http://code.markedmondson.me/googleAnalyticsR
● Dartistics: www.dartistics.com
● Steps to get GA data ready for data science:
https://www.linkedin.com/pulse/5-steps-get-google-analytics-ready-
data-science-papageorgiou/

34. Thank you!
@alpapag
analyst@alex-papageo.com
linkedin.com/in/alexandrospapageorgiou