ANALYTICS ENGINEERING · GETTING DATA IN- WITH JS & TAG MANAGEMENT (SIMPLIFIED) ... Analyst...
Transcript of ANALYTICS ENGINEERING · GETTING DATA IN- WITH JS & TAG MANAGEMENT (SIMPLIFIED) ... Analyst...
ANALYTICS ENGINEERING What It’s All About & Why It’s The Hottest Engineering Job
MY STORY
• I graduated in Linguistics in ’06.
• I had a brief stint as a web developer before analytics.
• Web Analytics wasn’t in my plans.
• I’ve worked with 8 different consulting agencies and hundreds of
brands.
• I love my job:
• I work remotely
• I have a flexible schedule
• I work with smart, passionate people
• I get to work with relevant, influential brands
• I have career options
• I make a difference
DIGITAL ANALYTICS ENGINEERING
A UNIFYING LINK
ENGINEERS ARE IN DEMAND
Analyst Project Manager Developer Quality Control Executive
Analytics Engineer
REQUIREMENTS GATHERING What search terms brought users to this
product?
What percentage of viewers who view this
page add the item to their cart? How many go
on to purchase?
How many users click to view the different
formats? Which do they end up purchasing?
How many users site-wide click on this
promotion? Do more click on it if we make it
slightly larger?
How many users were logged in? How many
were Prime members?
How many users clicked to see reviews? Do
the reviews affect purchasing rate?
Are users finding this product in the
“Technology” category, or “Popular”?
DIGITAL ANALYTICS ENGINEERING
Note: Amazon is not a client; this is a theoretical use-case
SOLUTION DESIGN
DIGITAL ANALYTICS ENGINEERING
Both Google Analytics and Adobe Analytics have many built-in reports, but most analysis
involves custom reporting. Engineers must be able to figure out the best custom way to
report, using:
For Google Analytics:
• Custom Variables
• Custom Dimensions
• Content Hierarchy
• Enhanced E-Commerce
• Filters
• Segments
• Calculated Metrics
For Adobe Analytics:
• Conversion Variables
• Traffic Variables
• Events
• Merchandising/Pathing
• Segments
• Calculated Metrics
• Classifications
TECHNICAL SPECIFICATIONS
DIGITAL ANALYTICS ENGINEERING
Technical Specifications make it as easy
as possible for developers to provide
analytics the data it needs.
GETTING DATA IN- WITH JAVASCRIPT (SIMPLIFIED)
“We have a new Cart Addition feature
coming to our site next month”
<script src="adobe/s_code.js”>
<script>
s.pageName="Product Details>Green Wug"
s.products=";10087613"
s.eVar3="Shipped”
s.t()
</script>
Analyst Analyst Developer Analytics Engineer
DIGITAL ANALYTICS ENGINEERING
GETTING DATA IN- WITH JS & TAG MANAGEMENT (SIMPLIFIED)
“We have a new Cart Addition feature
coming to our site next month”
<script src= "//assets.adobedtm.com/satelliteLib-
936bed58471c5.js"></script>
digitalData={
product:{
ID: "12SJf4",
price: "4.99”,
name: "Green Ball",
fulfillmentMethod: "Shipped”,
}
}
Analyst Developer Analytics Engineer
DIGITAL ANALYTICS ENGINEERING
GETTING DATA IN ON MOBILE DEVICES
Mobile is the “wild west” of data analytics. Engineers
need to be able to problem solve and adapt quickly.
Today’s engineers get to discover and define the
industry’s approach to Mobile Tracking.
Skills are needed in:
• JavaScript
• Swift
• Java
• Objective C
• C++
• C#
DIGITAL ANALYTICS ENGINEERING
IN DEMAND
GREAT OPPORTUNITIES
ENGINEERS ARE IN DEMAND
*Source: DAA 2016 Compensation Survey
US Annual Salaries by Analytics Title*
PROVIDING VALUE
ENGINEERS ARE IN DEMAND
*Data is estimated based on anecdotal evidence ;)
FROM ANALYTICS ENGINEER, TO PRODUCT ENGINEER
DIGITAL ANALYTICS
These products were all started by Analytics Engineers who saw one of the many gaps in
the industry and decided to solve it.
WHAT DOES IT TAKE
DESIRED SKILLSETS
No one in our industry studied Analytics Implementation in school- we are all
learning as we go. As a hiring manager, I’ve looked for folks who:
• Have HTML, JavaScript, jQuery, CSS and/or Mobile Native Skills
• Are savvy about internet/software development and architecture
• Have experience with technical documentation and project management
• Are curious and motivated to learn
• Learn and adapt quickly
HOW TO GET STARTED
TECHNOLOGY TO KNOW
Analytics Tools:
• Adobe Analytics
• Google Analytics
Tag Management:
• Dynamic Tag Management
• Ensighten
• Google Tag Management
• Tealium
Coding:
• CSS selectors
• JavaScript
• Native Mobile languages
• Data Layers:
• W3C Data Layer
• Google Tag Management Data Layer
HOW TO GET STARTED
HOW TO GET STARTED
Google Analytics is a good starting point- it’s free, you just need a data set.
Find opportunities to get experience:
• Build an app or site, or pair up with a small business, and implement Google Analytics,
and use the data to propose some action to improve the site/app
• Analysis Exchange
• Google has a demo data set
• Google Analytics Academy course on Data Collection
• Certifications exist, but are not nearly as valuable as experience
• If you can find an entry-level position, seize the opportunity
• Find industry mentors:
HOW TO GET STARTED
• Avinash Kaushik
• Analytics Demystified
• Jan Exner
• Simo Ahava
• 33 Sticks
• Digital Data Tactics
QUESTIONS?