Advanced Analytics Implementations at EA scale
Transcript of Advanced Analytics Implementations at EA scale
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Taming Advanced AnalyticsImplementationsat EA Scale#DigitalVelocity15
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Ani LopezMeasurement Strategist
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https://twitter.com/anilopezhttps://www.linkedin.com/in/anilopez
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Pamplona
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Barcelona
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Vancouver
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@AniLopez
• Former Web developer / Project manager / SEO
• Measurement strategist working for agencies or in-house
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@AniLopez
• Aug 2013 Joined EA’s DI as Technical Solutions Architect
• Feb 2015 Full time employee as Measurement Strategist
DigitalIntelligenceTeam
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EA’s LandscapeWhy analytics is so important to our business
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Gaming Industry was simpler way back
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Transition from physical to digital distribution
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Multi-platform
PCs Consoles
Mobile
Devices
Online
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Multi-device game experience
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Product publishing cycle has evolved
Revenue = (Units sold x Price) - (Production + Distribution + Marketing) Cost
1993
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New monetization opportunities
Base Game FIFA + Ultimate Team
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New monetization opportunities
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New monetization opportunities
Freemium + In-game Micro-transactions
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Why Analytics is so important to us
Attract
Engage
Convert
Retain
Advocate
• Measurement tools have become more sophisticated
• We can measure pretty much everything
• Do we have a more accurate picture?
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•Not in the videogame industry
•Connecting the dots is challenging
•Analytics even more important!!!
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EA ScaleWhat we deal with
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What we deal with
+35 properties 1 e-commerce
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New
+10 Production & Analysis teams
• Business Intelligence• CRM / DBs managers• Campaign Managers
• Producers• Programmers• QA engineers
• UX experts• Ops• Data Analysts
What we deal with
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Programmers?
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+1,300 tags: Measurement, A/B Testing, Heat Mapping, Marketing
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+5 Billion hits a month sent to GA via Tealium
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How I feel…Monday first hour
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How I feel…Wednesday noon
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How I feel…Friday late afternoon
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ProjectsLet’s get to the meat of the matter
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1.Migrate from SiteCatalyst to Google Analytics
2.Global Revenue Attribution Project
3.Migrate from Classic GA to Universal
4.House Cleaning
5.Customer Data Integration
6.Ongoing Standardization
7.Executing and Tracking Semantic SEO
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1. Migrate from SiteCatalyst to GA Premium
Issues
• Poor adoption of the tool
• Complicated implementation
• Not flexible enough for our changing environment
• Very expensive
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1. Migrate from SiteCatalyst to GA Premium
Solution
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1. Migrate from SiteCatalyst to GA Premium
• Optimal adoption of the tool• Very flexible implementation• Remarkable amount of money saved
that we invested in brain power
ROI
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1.Migrate from SiteCatalyst to Google Analytics
2.Global Revenue Attribution Project
3.Migrate from Classic GA to Universal
4.House Cleaning
5.Customer Data Integration
6.Ongoing Standardization
7.Executing and Tracking Semantic SEO
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2. Global Revenue Attribution
SourceCampaignMedium
+35 websites 1 E-commerce
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Issues
• GA accounts at franchise sites with no transactional data
• Origin GA account (e-commerce) with no original attribution
2. Global Revenue Attribution
Campaigns
GA AccountCampaign dataNo revenue data
GA AccountNo campaign data
Revenue data
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Solution
• Cross-domain tracking from franchise sites towards Origin
2. Global Revenue Attribution
SourceCampaignMedium Franchise GA tracker Franchise GA tracker
Origin GA tracker
Extended Session
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Solution
• Cross-domain tracking from franchise sites towards Origin
2. Global Revenue Attribution
Campaign dataRevenue data
Campaign dataRevenue data
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2. Global Revenue Attribution
• Much better analysis whatincreases revenue & saves money
• No programmers required all done via Tealium
ROI
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1.Migrate from SiteCatalyst to Google Analytics
2.Global Revenue Attribution Project
3.Migrate from Classic GA to Universal
4.House Cleaning
5.Customer Data Integration
6.Ongoing Standardization
7.Executing and Tracking Semantic SEO
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Scenario
• When we migrated from SiteCatalyst to GA, Universal was in beta
• Universal Analytics got out of beta April 2014
• Classic GA is not an option anymore, Universal is way better
Issues
• Large number of tags to replace
• Even larger amount of JavaScript code in extensions to review
• Legacy sketchy implementations
• Countless hours of QA
• “Non-Stop production” environment
3. Migrate from Classic GA to Universal
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Solution
3. Migrate from Classic GA to Universal
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And the patienceof a loving mother
3. Migrate from Classic GA to Universal
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3. Migrate from Classic GA to Universal
• All the benefits of Universal Analytics• No programmers required
More money saved!!!
ROI
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What I mean by “No programmers”
Before Tealium
• Digital Intelligence sent specifications to programmers
• They implement alongside their regular stuff (more workload)
• QA testing
• DI validated
This means
• Resistance
• Lots of back and forth
• Less time to test
• Higher risk of inconsistent data collection
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What I mean by “No programmers”
With Tealium
• Programmers do their stuff at their own pace
• DI implements tracking
• DI + QA test
This means
• Earlier integration of tracking in the project
• Agile implementations
• Perfect data collection
• Everybody happy!!
• (Requires certain technical knowledge though)
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1.Migrate from SiteCatalyst to Google Analytics
2.Global Revenue Attribution Project
3.Migrate from Classic GA to Universal
4.House Cleaning
5.Customer Data Integration
6.Ongoing Standardization
7.Executing and Tracking Semantic SEO
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4. House Cleaning
Everything tends to chaos
After a year and a half
• Are all Tealium profiles active?
• What happens with the marketing tags when campaigns are over?
• Who has access to the tool and what level?
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@tomomichu
4. House CleaningSolution
• Hired extra brain power for a short gig
• Audited all profiles and removed
orphaned tags, load rules, and data layers
• Reviewed / revoked user permissions
65 users now, very few publish to Prod
• Audited privacy practices and updating
profiles to meet compliance
• Developed governance and user guidelines
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4. House Cleaning
• Less margin for errors• Tighter governance• Privacy policy enforcement• Money saved!!
ROI
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1.Migrate from SiteCatalyst to Google Analytics
2.Global Revenue Attribution Project
3.Migrate from Classic GA to Universal
4.House Cleaning
5.Customer Data Integration
6.Ongoing Standardization
7.Executing and Tracking Semantic SEO
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5. Customer Data Integration
“Full customer journey” but how do we get to know the customer*?
Stitching the pieces
• Before we know customer at a personal level
• When they register and give us their details• whether they buy or not
• In-game data. How, what, when they play
• Campaign evaluation
• Product quality / User satisfaction
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5. Customer Data IntegrationSolution
Encourage then to register
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5. Customer Data IntegrationSolution
Facilitate log-in
Automated cross properties
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5. Customer Data Integration
In Tealium
• CRM makes it available on our properties after login
• It’s passed to Tealium’s Data Layer
• Mapped to tags that attach info to the rest of the data they collect
Outside Tealium
• Data exported from different tag vendors
• Data captured from other sources like Social Media
• Warehoused / Mix and match
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• Better understanding ofcustomer cycle / ecosystem
• Increases revenue and saves money
ROI
5. Customer Data Integration
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1.Migrate from SiteCatalyst to Google Analytics
2.Global Revenue Attribution Project
3.Migrate from Classic GA to Universal
4.House Cleaning
5.Customer Data Integration
6.Ongoing Standardization
7.Executing and Tracking Semantic SEO
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6. Ongoing Standardization
Issues
• Entropy
We already know everything tends to chaos already
• Frantic production rhythm
There is never a good moment to come up with standards
• Teams change / technologies / business models evolve
There is never a unique standard
• Lack of buy-in from stakeholders
“Best” is often times trampled by circumstances or egos
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6. Ongoing Standardization
Solution
• Learned from errors
• Introduced standardization during:
• Migration from Classic GA to Universal
• House cleaning
• Got decision makers involved, educated
and presented with evidence
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6. Ongoing Standardization
What did we standardize?
• Best practices around implementing measurement strategies
• Code in extensions: GA function wrappers
• Naming conventions
• Tealium elements: Data Points, Load Rules, Tags, Extensions
• GA elements: Events, Custom Dimensions
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• Less margin for errors• Easier deployments• All that saves money
ROI
5. Customer Data Integration
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1.Migrate from SiteCatalyst to Google Analytics
2.Global Revenue Attribution Project
3.Migrate from Classic GA to Universal
4.House Cleaning
5.Customer Data Integration
6.Ongoing Standardization
7.Executing and Tracking Semantic SEO
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7. Semantic SEO
What is got to do SEO and Tealium?
The EA Content Service is a flexible, API-driven mechanism that,
in conjunction with a model that defines different content types
and elements, allows content to be published on any platform
and consumed on any device.Aaron Bradley@aaranged
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7. Semantic SEO
How we tell better to Search Engines what our site is all about?
They now read “JSON for Linking Data” or JSON-LD
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7. Semantic SEO
Learn more > http://www.seoskeptic.com/json-ld-big-day-at-google/
EA Content Service
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7. Semantic SEO
Consequence: “SERPs domination”
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7. Semantic SEO
• More and better organic traffic• Deeper content analysis• Significant increases in revenue
ROI
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Wrapping Up
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How Tealium Helps
• Centralized control
Who does what and where (Dev, QA, Prod)
• Performance
Tasks separation, everyone focus on what they do best
• Agility
Ability to react quickly to last minute changes
• Scalability
Marketing campaigns growing across
products / properties / territories
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What I’ve learned
• Taming chaos is your job
Don’t chicken out of it!
• Everything evolves including measurement strategies.
Don’t panic, question everything and adapt
• No tool is perfect
But support and commitment should. Be demanding
• No tool, or set of them, is going to provide a 100%
complete vision of the customer journey
• No tool is going to solve the biggest issue
Lack of measurement strategy
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ROI
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What we deal with (recap)
• +35 properties
• 1 E-commerce (across several platforms)
• +10 Production teams
• Quite a few Data Analysts, BIs, DB managers
• +1,300 Measurement and marketing tags
• +5 Billion monthly hits via Tealium (only Google Analytics)
• Advanced tracking implementations
• How many people required to manage all that?
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All this chaos wrangled by only one guy and
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No programmer was harmed in the making of these implementations
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Thanks