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Cross Device Measurement - All Things Data Conference
- 1. All Things DATA Cross Device Measurement w/ Google Analytics @CharlesFarina #ATDconf
- 2. About Me – Charles Farina ? Certified Web Analyst from Digital Analytics Association ? 5+ Years of Google Analytics Experience ? Over 100 Enterprise Implementations of Google Analytics (C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
- 3. (C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf ? Where are we as an industry ? Example and how to ? Successes and hard learning's Agenda
- 4. What I’ve Tracked with Google Analytics @CharlesFarina #ATDconf
- 5. What is Cross Device (C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
- 6. Cross Device Demo (C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
- 10. Setup ? Bocce Court ? Microsoft Kinect w/ Custom App ? C# ? App Engine (Python) ? D3.js ? Microsite w/ Hubspot ? Measurement Protocol for Universal Analytics ? V1 – C Library ? V2 – Python Library @CharlesFarina #ATDconf
- 12. (C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
- 13. (C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
- 15. The Data in Google Analytics @CharlesFarina #ATDconf
- 17. Tracking Scores and Leaders @CharlesFarina #ATDconf
- 20. Sign Up (C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
- 21. Results (C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
- 22. Why Cross Device Is Challenging (C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
- 24. (C) 2015 Analytics Pros, Inc. - CONFIDENTIAL How Would You Track This? @CharlesFarina #ATDconf
- 25. How Would You Track This?
- 26. How To: Effective Cross Device Measurement (C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
- 27. Start With a Plan @CharlesFarina #ATDconf
- 28. Specifics to Setup In Google Analytics (C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
- 29. The Code – Measurement Protocol (C) 2015 Analytics Pros, Inc. - CONFIDENTIAL ?AP Code Libraries: analyticspros.com/tools/code/ ? Python, C PHP (Universal) ? Future: Your project ?Roku: https://github.com/thyngster/roku-universal-analytics ?Windows 8: https://googleanalyticssdk.codeplex.com/ ?iOS & Android: https://developers.google.com/analytics/devguides/collecti on/mobile/Image Source: Flickr (Mack Male + Torkild Retvedt)
- 30. Account Configuration: Two Options (C) 2015 Analytics Pros, Inc. - CONFIDENTIAL ? Option 1: Unified views within one property ? Option 2: Roll-Up Reporting (Premium Only) @CharlesFarina #ATDconf
- 31. User-ID (C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
- 32. Turn on User-ID Override (C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
- 33. Actually Read the TOS (C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
- 34. Are You Currently Violating TOS? (C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
- 35. The Musts (C) 2015 Analytics Pros, Inc. - CONFIDENTIAL ? You HAVE to Inform Users ? No PII or Device Identifiers ? Only Stitch Unauthenticated Sessions with Consent or when Legal @CharlesFarina #ATDconf
- 36. Session Stitching? (C) 2015 Analytics Pros, Inc. - CONFIDENTIALImage Source: Google Analytics Developer Site
- 37. Sending UserId to GTM (C) 2015 Analytics Pros, Inc. - CONFIDENTIAL dataLayer.push({ 'event': ’user-authentication', ’userId': ‘123-wDa3', ’join-date': ’20141203', ’purchase-total': ’11', ’lead-status': ’5’ }); Simo Tutorial - http://goo.gl/6nsKR3 @CharlesFarina #ATDconf
- 38. Using an Existing Cookie – Preferred Option (C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
- 39. Sending it to Google Analytics (C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
- 40. Default Cross Device Reports (C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
- 41. Adhoc Reports are Everything (C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
- 42. No Planning = No Value (C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
- 43. Advice for Getting Started (C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
- 44. Advice for Getting Started ? Do Not Ignore The P Word ? Start Small ? Roadmap is Critical ? Google Analytics Can Not Do Everything (C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
- 45. What The Future Holds Digital Platforms Customer Data Physical Digital Analytics Analysis & Insights (C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
- 46. (C) 2015 Analytics Pros, Inc. - CONFIDENTIAL Thank You! @CharlesFarina #ATDconf @AnalyticsPros
- 47. Read This: http://goo.gl/d5qAWz (C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
- 48. Manage with Filters (C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
Editor's Notes
- #4: Examples of Cross-Device Go Over Where we are at as an Industry Specific How tos for GA (The techniques are Tool Agnostic Share Successes and Some Hard Learnings
- #5: Kinect, Mac Apps, More Internet of Things
- #6: Why Cross-Device serve targeted advertising to consumers across multiple digital devices Understand and offer better experiences
- #7: Real-World Showcase at a conference
- #8: At Analytics Pros we are big fans of Optimizely. As of December it is Now Free (Truly Free) When Optimizely announced they were putting on a conference we knew we wanted to be there Presence
- #10: For engaging we went with bocce
- #11: D3.js
- #12: April 2014 Nick Milovski Used to be pipeline limitation Visitors are now users and visits are sessions:
- #14: Had an engaging booth were, people volunteered information
- #20: Helps us build Personas Insightera, Demandbase, Bizo
- #22: Pause for Questions!
- #23: Barriers Siloed Teams Limited Resources Sheer Complexity Toolset
- #24: Siloed Teams Limited Resources Sheer Complexity Don’t just go fishing Toolset Not Flexible (Users / Account Structure) Send Data Later GA Is not Meant to do anything Recommendations: Focus on the fundamentals Start Small
- #25: Barriers Siloed Teams Limited Resources Sheer Complexity Toolset
- #26: Differences Only Enter E-Mail Once Mobile Number is a button instead of an automatic input Signup happens automatically on Gender Click What Hit Type in GA Should We Use to Track Whats Our Naming Convention
- #27: Barriers Siloed Teams Limited Resources Sheer Complexity Toolset
- #28: Siloed Teams Limited Resources Sheer Complexity Toolset Not Flexible (Users / Account Structure) Send Data Later Recommendations: Focus on the fundamentals Start Small
- #42: Average Devices Per User Behavioral Change Conversions
- #43: One Implementation in Hebrew, One in English
- #44: A lot of Work. Just getting a foundational implementation has been a success I can honestly say that in some cases the benefits have been very low. Others have been successful. Depends on Commitment and ability to do fundamentals