This document summarizes Lars Gundersen's 10 years of experience in digital analytics from consultancy to client-side roles. It outlines Ekstra Bladet's analytics setup including tools like Google Analytics 360, BigQuery, and AWS services. Services provided include ad hoc analysis, reporting, implementation, and data science projects. It discusses the importance of having a single source of truth for analytics, keeping reporting simple and actionable, and optimizing content lifetime on pages.

1. WAW 27 feb. 2019

3. 10 years of Digital Analytics experience
From the consultancy side to client-side
Creuna, Kazaa, Jubii, Valtech,
IIH Nordic, Ekstra Bladet
Head of Digital Analytics Platforms
Lars Gundersen

4. 40%

5. 135.000.000 events pr. day
- Behavioral data
- Spacemanagement data
- Detailed front page data
- User data
- Sales data
- CMS data
- Ad’s data
Different kinds of data

6. • Google Analytics 360
• Google BigQuery
• AWS Kinesis, Redshift, S3, Athena,
Redshift Spectrum
• Google Tag Manager 360
• AWS Sagemaker
• R and Python
• Klipfolio and custom made dashboards
Our Analytics setup

8. Ad Hoc analysis
Ongoing reporting
Technical analytics implementation
Data science projects
Various business support
Our services

10. ”We don’t need numbers”
”We need numbers”

13. To have one truth
To get people to trust numbers in general
Avoid that wrong decisions are made
Why we restrict access to data

15. Remove all unnecessary noise
Only show reporting that is actionable
Adding goals where we can
Avoid that people make up their own truth
Keep it simple and actionable

19. - Speed is important
- Numbers needs to justify
placements of articles
- The “show more skin trick”
should be avoided ☺
- We still need to keep our
unique editorial mix – Its our
DNA!
Our front page is our store window

20. 1 hour 2 hours 3 hours
News article lifetime

22. Optimizing content as soon as
possible is crucial
Thumbnails, Related articles,
article lists etc.
Metrics like CTR, Video
Conversionrate etc.
Moving away from ”fire & forget”

23. - Strategic
- Paid content
- Payflow
- SOME
- Marketing (Internal / External)
- Development
- Video
- Special editorial productions
- Ad Sales
- Financial Accounting
Other areas of work

24. Thanks!
@larsgundersen
dk.linkedin.com/in/larsgundersen
We are looking for Junior Data Scientists & Data Engineers ☺