In his Brands-Only Summit Pre-Conference presentation, Google's Adam Singer shares how to build a smart, flexible analytics organization. He talks about how getting the right people, implementing the right processes, and using the right technology platform will help you stay current in measuring marketing and sales performance.

1. SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016
People, process, platform:
A simple way to think about your
digital analytics practice
ADAM SINGER
GOOGLE

2. Google Confidential and ProprietaryGoogle Confidential and Proprietary
People, Process, Platform
A simple way to think about your digital analytics practice
@AdamSinger
Analytics Advocate @GoogleAnalytics

3. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Who is @AdamSinger / why are you listening to me?
@AdamSinger / @GoogleAnalytics
● Analytics Advocate, Google
● Blogger, TheFutureBuzz.com, Analytics Columnist, ClickZ
● Previous role: Digital Director, agency-side
Tweet questions to
@AdamSinger

4. We check our devices ~150x / day
according to Kleiner Perkins Caufield & Byers’s annual Internet Trends report.

5. # of devices/time online rapidly increasing
according to Kleiner Perkins Caufield & Byers’s annual Internet Trends report.

6. Confidential and Proprietary
Your users are multi-screen
Source: 1. 2014 Google Consumer Barometer. 2. emarketer.com
21%
of internet users globally
only use their smartphones
to access the web
There will be over 3B internet users
by the end of 2015, many of which
will only use the mobile web
3bn

7. Google Confidential and Proprietary
www
Mobile is
Spurring
New Types of
Conversions
Click-to-Call
In-store
From Apps
Cross device
On mobile
web
The Full Value of Mobile

8. Google Confidential and ProprietaryGoogle Confidential and Proprietary
(Many) marketers stress about data
@AdamSinger / @GoogleAnalytics
But you shouldn’t. Using it is fun, creative and improves results.

9. Google Confidential and ProprietaryGoogle Confidential and Proprietary

10. Google Confidential and ProprietaryGoogle Confidential and Proprietary
People

11. Google Confidential and ProprietaryGoogle Confidential and Proprietary
90 / 10

12. Google Confidential and ProprietaryGoogle Confidential and Proprietary
■ Our Goal: Highest value from Web Analytics implementation.
■ Cost of analytics tool & vendor professional services: $ 10.
■ Required investment in "intelligent resources/analysts": $ 90.
■ Bottom-line for Magnificent Success: It’s the people.

13. Google Confidential and Proprietary 12Google Confidential and Proprietary 12
You’re gonna have a bad time.
If you think software will solve all your problems

14. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Must-have Business Acumen
Must-have Nerd Skills
Must-be Constantly Learning

15. Google Confidential and ProprietaryGoogle Confidential and Proprietary
PhD not required!

16. Google Confidential and ProprietaryGoogle Confidential and Proprietary
3 sample questions to ask new team member
1. We have several (varying) groups that need access to analytics insights. How
would you efficiently get them all what they need?
2. How do you see a breakdown of time spent on analytics between data
capture, reporting, and analysis?
3. How do you plan to be data-driven in improving your digital marketing
efforts?

17. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Time
Get external help while building team

18. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Process

19. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Winning process ….vs not
Brand A
Brand B
@AdamSinger / @GoogleAnalytics
<-omg we need to
duplicate this!
<-wtf

20. Collect what matters
Measure the things you care about
• User logged in to access achievements
• User moved up from Level 1 to Level 2
Events
Transactions
Custom
Dimensions
Use transactions to send monetary data
• User bought a new skin for a champion
• User bought additional lives for
their character
Custom Data
• Achievements

21. Google Confidential and Proprietary
If you did nothing else ...
Macro conversions
Micro conversions

22. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Create a process for data requests
data-request@company.com

23. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Essential Information when Requesting Data
•What data do you need?
•What format?
•When do you need it?
•Is this a one-time request or recurring request?

24. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Why not use a form?
Data Request

25. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Education: teach everyone how to use data

26. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Click to enter source
Digital insights are beneficial to the entire organization
Executives: View the contribution of the web to the bottom line
Business Intelligence: Gain deep customer insights by analyzing behavioral
trends
Marketers: Understand how all digital media channels interact with each other
before a conversion
Webmasters: Show the value of infrastructure improvements like site load speed
and browser type compatibility
Product Designers/Devs: Test feature/benefit messaging to see what customers
want
Customer Service: Reduce call center volume by improving online support

27. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Create best practices & theory training docs

28. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Ask for input & evangelize the process

29. Google Confidential and ProprietaryGoogle Confidential and Proprietary
–
–
–
•
•

30. Google Confidential and ProprietaryGoogle Confidential and Proprietary
–
•
•
•
–
–
Share your results & teach others to

31. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Platform

32. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Collect data from multiple data sources

33. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Universal Analytics: connect the dots on
multiple touch-points

34. Google Confidential and ProprietaryGoogle Confidential and Proprietary

35. Google Confidential and ProprietaryGoogle Confidential and Proprietary

36. Google Confidential and ProprietaryGoogle Confidential and Proprietary

37. Google Confidential and ProprietaryGoogle Confidential and Proprietary
APIs for data Extract & Interoperability
Reporting tools Marketing tools PersonalizationAnalysis tools

38. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Click to enter source
Take your GA data to go via API

39. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Click to enter source
Use apps to beautiful your data via “easy button”
https://create.visual.ly/graphic/google-analytics

40. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Click to enter source
Connectors let you easily put data into viz apps

41. Google Confidential and ProprietaryGoogle Confidential and Proprietary
@AdamSinger / @GoogleAnalytics
Share custom
dashboards,
segments &
reports w/ your
team &
stakeholders

42. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Thank You! ….Additional Resources:
Dashboards / custom reports / advanced segments
● google.com/analytics/gallery/
Take our MOOC! (free, on-demand)
● analyticsacademy.withgoogle.com
Questions anytime:
● @AdamSinger

43. Learn more about past and
upcoming events
SOCIALMEDIA.ORG/EVENTS
SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016