Jeff Sauer @ All Things DATA 2016 - Automating Google Analytics

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All links available at
end of presentation

@jeffalyticshttp://blog.clicktale.com/2010/11/17/a-brief-history-of-web-analytics/
Measuring the web was simple back then

@jeffalyticshttps://www.gartner.com/technology/research/digital-marketing/transit-map.jsp?prm=gml-tm
There are so many digital marketing touch points

@jeffalytics Found via google.com/trends
It’s OK to be overwhelmed. We all are.

And yes, for you analysts out there, I did
investigate the spike in 2013

@jeffalytics
It is due to a music video with 4+ million views

@jeffalytics
So I downloaded the raw data

@jeffalytics
And did some normalization

@jeffalytics
Then re-created a chart

@jeffalytics
Then tried to plot how many people have
become overwhelmed

@jeffalytics
Google Releases 70+ Updates Per Year

@jeffalytics http://blog.clicktale.com/2010/11/17/a-brief-history-of-web-analytics/
Updates are necessary for evolving ecosystem

@jeffalytics https://www.jeffalytics.com/google-analytics-guide/
So I created the Periodic Table of Google
Analytics to keep up!

@jeffalytics https://www.analyticscourse.net
And a 12 Hour Course Teaching Google Analytics

@jeffalytics Source: http://www.motaen.com/wallpapers/view/id/996
Three Stages of Evolving Web Analytics

@jeffalytics
Stage 1: Data Collection
Data Collection

@jeffalytics
Data collection is supposed to be easy

@jeffalytics
Simply put some JavaScript on your site

@jeffalytics
And you’re rolling in data

@jeffalytics https://reaktor.com/blog/10-truths-about-data/
There are many truths about data

@jeffalytics
Data is just the beginning

@jeffalytics
Data has no connections,patterns or paths

We need to do
more with our data
… or else we get

@jeffalytics
Send your companyunnecessary emails

@jeffalytics
And people can receive hundreds of reports
from you

In
Intelligence
without
context

@jeffalytics
Automated Intelligence

@jeffalytics https://bt.tn/
You can literally have a button that sends
data to the web each time it is pushed

@jeffalytics https://flic.io/
There is competition in the Button Space!

Collecting data is
“easy” – but it’s not
the answer

“The best analytics
tool is common sense
combined with
context”
-Jeffalytics

Automateonly
provenprocesses
Focus oninsights
Workto give
contexttodata
Only share the truly
useful
Phase 1 Graduation Requirements

@jeffalytics
Stage 2: Forming Knowledge
Data Collection
Forming Knowledge

Now we can start to
talk about
automation

@jeffalytics
Moving to information and knowledge

@jeffalytics
Automate knowledge transfer with
annotations

@jeffalytics
Alert when website is down (or analytics is
broken)

@jeffalytics
Jetpack:https://jetpack.com/support/monitor/

@jeffalyticsJetpack:https://jetpack.com/support/monitor/

Monitis Site 24x7
PingdomUptime Robot
Many alternative tools too

Pro tip: Make sure to
filter these tools from
Google Analytics

@jeffalytics
Who has sent/received a report like this?

That was
written by a
computer

@jeffalytics
Can you tell the
difference?

@jeffalytics Take the Quiz at New York Times: http://nyti.ms/1HVgnCx
New York Times had a quiz in March

@jeffalytics
That’sTerminator level stuff

@jeffalytics Sign up: https://www.quillengage.com/
You can get human quality reports for free

@jeffalytics
Automated Weekly and Monthly Reporting

@jeffalytics Automated Insights: https://automatedinsights.com/
Also worth checkingout Wordsmith

Startto automate
provenprocesses
Share knowledge
with organization
Save time for
yourself&others
Focus onlyon the
actionable
Phase 2 Principles

@jeffalytics
Stage 3: Automated and Actionable
Data Collection
Forming Knowledge
Accelerated Insights

Accelerating
insights and
finding wisdom

@jeffalytics
Connectingthe dots, quickly

@jeffalytics
ExtendingGoogle Analytics

@jeffalytics
Compare all advertising side by side

Google AdWords Integration Rocks
Cost Data in Google Analytics

No Data from Bing, Facebook or Other Systems

@jeffalytics
Choose Cost Data Import Schema

No Data from Bing, Facebook or Other Systems
AutomaticallyImport This Data into GA!

@jeffalytics http://supermetrics.com/product/supermetrics-uploader/
Automate this process

@jeffalytics https://www.google.com/analytics/partners/search/apps
Google Analytics App Gallery

There are 8 pages of apps for automation

One of my favorites is Klipfolio

@jeffalytics https://www.klipfolio.com/
Bring marketing data together in one place

@jeffalytics
Choose from several popular systems

@jeffalytics
Create a dashboard with automatic data

@jeffalytics
Edit the data for accuracy and context

@jeffalytics
Annotate to share insights with others

@jeffalytics https://zapier.com/zapbook/klipfolio/
Integrates with just about anything

@jeffalytics http://www.cyfe.com/
Cyfe for Free API based dashboards

@jeffalytics
Sample Cyfe Dashboard

@jeffalytics
Connect Cyfe with other tools using Zapier

@jeffalytics https://www.zapier.com/
My favorite technology in the world right now

@jeffalytics
Choose the product you want to integrate

@jeffalytics
Create your own recipe or choose from
recommended lists

@jeffalytics
Understand all of the possible actions

@jeffalytics
Set up your trigger criteria

@jeffalytics
Then choose your action

@jeffalytics
Automate delivery of every step of the way

@jeffalytics Vote here: bit.ly/gaplease
Vote for Google Analytics Integration

@jeffalytics https://zapier.com/zapbook/facebook-lead-ads/
Facebook Lead Ads

@jeffalytics https://zapier.com/zapbook/analytic-call-tracking/
Call Tracking

@jeffalytics https://zapier.com/zapbook/flic/
Even Button Tracking!

@jeffalytics
Evolving our analytics focus (and automating
the good)
Data Collection
Forming Knowledge
Accelerated Insights

Let’s stop being overwhelmed

@jeffalytics
Let’s start being empowered

Outsource the easy
stuff
Focus on
knowledgeand
insights
Provide datawith
context
Startwith manual
processes(it’sOK)
Action Items

Setupan automatic
dashboardin
Klipfolio
Sign up for a Zapier
Accountandinstall
Zaps
Build a killer
dashboard…then
fill it withAPIs
Geta free Quill
Engage account
Action Items

Thank You!
Jeff Sauer
Analytics Teacher and Consultant
Email: jeff@jeffalytics.com
Links & Discount: bit.ly/jeffatd
Learn Google Analytics!
www.analyticscourse.net

Jeff Sauer @ All Things DATA 2016 - Automating Google Analytics

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