Identifying Users Across Platforms with a Universal ID Webinar Slides
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Before you can dive into any kind of advanced customer behavior analysis, you have to make sure you're counting each user once and only once. This is a surprisingly difficult problem, especially with customer touchpoints across devices. To accurately measure your users, you have to tie identities across anonymous and logged-in sessions, account for when people change their email addresses, and plan for cross-platform interactions. In this webinar, Erin Franz, data analyst from Looker, and Will Johnson, Success Lead at Segment, share signals that you are miscalculating your users and methods for creating a universal user ID. You can view the webinar at http://www.looker.com/video/identifying-users-with-universal-id
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Identifying Users Across Platforms with a Universal ID Webinar Slides
- 1. Identifying Users Across Platforms with a Universal ID April 28, 2015
- 2. Welcome & Webinar Overview - This webinar will be recorded - We will take questions at the end Keenan Rice Vice President, Alliances Looker
- 3. Collect Segment Analyze Looker Demo Segment+Looker Identifying Users Across Platforms with a Universal ID
- 4. Meet our presenters… Erin Franz Looker Data Analyst Will Johnson Segment Implementation Engineer
- 5. Track your analytics data for the last time with a single API.
- 6. Automatically spin up a Redshift instance with your event data.
- 7. Why is this important? What questions are you trying to answer? Identifying Users Across Platforms with a Universal ID Let’s start with why you’re using analytics in the first place.
- 8. Aha Moment. z Aha moment What are high value customers doing? How can we attract more? 7 x 7 Some questions
- 9. Cross platform analysis How likely is a mobile user to complete their purchase on web? Some questions
- 10. Seamless experience How do we make sure that when a user starts something on web, they can finish on mobile? Some questions
- 11. Before you can answer these questions Count users once and only once.
- 12. This is surprisingly difficult.
- 13. The Answer: A Universal ID.
- 14. Collect Segment Analyze Looker Demo Segment + Looker Identifying Users Across Platforms with a Universal ID
- 15. Choose the most important events to track. Create a naming convention. Implement consistent naming across devices. Collecting Data the Right Way
- 16. Event Tracking Analytics.js iOS [[SEGAnalytics sharedAnalytics] identify:@"1e810c197e" traits:@{ @"name": @"Bill Lumbergh", @"email": @"bill@initech.com" }]; analytics.identify('1e810c197e', { name: 'Bill Lumbergh', email: 'bill@initech.com' });
- 17. Data SchemaData Schema Analytics.js iOS { "anonymousId": "507f191e810c19729de860ea", "channel": "Javascript", "context": { "ip": 9.9.9.9, "browser": "Mozilla 5.0" }, "messageId": "UID", "projectId": "sjdhv6wim", "receivedAt": "2015-02-23T22:28:55.387Z", "sentAt": "2015-02-23T22:28:55.111Z", "traits": { "name": "Bill Lumbergh", "email": "bill@initech.com" }, "type": "identify", "userId": "97980cfea0067", "version": "1.1" } { "anonymousId": "507f191e810c19729de860ea", "channel": "iOS", "context": { "app": "{...}", "device": "{...}", "network": "{...}" }, "messageId": "UID", "projectId": "sjdhv6wim", "receivedAt": "2015-02-23T22:28:55.387Z", "sentAt": "2015-02-23T22:28:55.111Z", "traits": { "name": "Bill Lumbergh", "email": "bill@initech.com" }, "type": "identify", "userId": "97980cfea0067", "version": "1.1" }
- 18. Data SchemaData Schema anonymous_id user_id name email context.X sent_at received_at xxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxx 507f191e810c197... xxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxx 97980cfea0067 xxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxx Bill Lumbergh xxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxx bill@initech.com xxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxx ... xxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxx 2015-02- 23T22:28... xxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxx 2015-02- 23T22:28... Identifies Table sort key
- 20. One Option for ImplementationOne Option for Implementation
- 21. Collect Segment Analyze Looker Demo Segment + Looker Identifying Users Across Platforms with a Universal ID
- 22. Agile data modeling; Transform Data at Query ETL ELT A single set of data and definitions Hosted on-premise or in the cloud An analytics app server that doesn’t move your data A better way to explore complex data ERIN FRANZ LOOKER DATA ANALYST “We found that we’d add a lot more value back to the organization if we gave it to everyone.” TODD LEHR DOLLAR SHAVE CLUB ERIN FRANZ LOOKER DATA ANALYST
- 23. Define periods of user activity to analyze visit metrics Drill into and visualize results to answer questions Map disparate user identifiers to track user behavior over time Universal User ID Build on sessions in the modeling layer to capture desired analytics Session Creation Custom Modeling Explore!
- 24. Why create a Universal Id Mapping ? Simple & Repeatable • Intuitive & reusable modeling language • Github for collaborative development • Transformation at query (ELT over ETL) Cross Platform Analytics Track Users Over Time Track Users Over a Visit Consolidate Anonymous Ids and User Ids Consolidate Identifiers Across Many Visits Consolidate Identifiers Across Multiple Device Types Consolidate and Track User Behavior
- 25. Tracks Tracking Event Data Pages Pageview Event Data Aliases Tracks User Id Changes Use Relevant Base Tables to Create a Universal Alias Mapping Table Anonymous Id (created pre-login) and User Id (created upon login) are recorded when available for each event. Records Previous Id and a current User Id upon change
- 26. Create a Universal Id Mapping Simple & Repeatable • Intuitive & reusable modeling language • Github for collaborative development • Transformation at query (ELT over ETL) A1 A2 A3 U1 U2 Alias Next Alias A1 U1 A2 U1 A2 U2 U1 U2 A3 U2 A1 A2 A3 U1 U2 Alias Next Alias A1 U2 A2 U2 U1 U2 A3 U2 U2 U2
- 27. First, create the Alias to Next Alias mapping table to obtain all possible mappings.
- 28. Then map all values to the Universal Alias which will be the most current User Id.
- 29. Join the Universal Alias Mapping view to the Tracks view in our model file.
- 30. Collect Segment Analyze Looker Demo Segment + Looker Identifying Users Across Platforms with a Universal ID
- 31. Demo
- 32. Session Creation Custom Modeling Define periods of user activity to analyze visit metrics Map disparate user identifiers to track user behavior over time Universal User ID Build on sessions in the modeling layer to capture desired analytics Session Creation Custom Modeling Using SQL to Define, Measure and Analyze User Sessions https://segment.com/blog/using-sql-to-define-measure- and-analyze-user-sessions/ A Guide to Universal User ID Mapping https://segment.com/blog/guide-to-universal-user-id- mapping/ Building the Ultimate Funnel with SQL https://segment.com/blog/building-ultimate-funnel-sql/ Looker and Segment Resources
- 33. Q & A
- 34. Thank you - This webinar will be posted on looker.com tomorrow. - Demo Looker at looker.com/demo - Demo Segment at segment.com/demo
- 35. Thank you