People, process, platform, presented by Adam Singer
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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.
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People, process, platform, presented by Adam Singer
- 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