Automating Analytics

Time

All links available at end of presentation

@jeffalytics

My first international flight to Amsterdam

@jeffalytics

Look at how happy I was to be there

That’s me!

@jeffalytics

Photographic evidence, just in case

That’s me!

That’s Schiphol!

Things were so simple then

@jeffalytics

This was meant to entertain 5 people

@jeffalytics@jeffalytics Photo via: http://www.airliners.net/photo/1924679/

The plane was a little cramped

@jeffalyticshttp://blog.clicktale.com/2010/11/17/a-brief-history-of-web-analytics/

Measuring the web was also simple back then

Things sure have changed

@jeffalytics@jeffalyticshttps://www.gartner.com/technology/research/digital-marketing/transit-map.jsp?prm=gml-tm

There are so many digital marketing touch points

Overwhelmed?

@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@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

Then I realized Excel won’t let me format numbers European style (sorry)

Analytics can be Overwhelming

@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/

Periodic Table of Google Analytics just updated!

We need to evolve as well

@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 ubiquitous

@jeffalytics

Simply put some JavaScript on your site

@jeffalytics

Or Google Tag Manager

@jeffalytics

@jeffalytics https://www.jeffalytics.com/website-survey/

Or automated data collection

@jeffalytics https://www.fiverr.com/categories/online-marketing/web-analytics-services/

Or five dollar web analytics

@jeffalytics https://www.fiverr.com/search/gigs?query=user+testing

Or five dollar user testing

@jeffalytics

And you’re rolling in data

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

There are many truths about data

#11: Data is Dumb

“Hij was een beetje dom”

@jeffalytics

Data is just the beginning

@jeffalytics

Data has no connections, patterns or paths

The ugly side of data collection and

sharing

InIntelligence

without context

@jeffalytics

Automated Intelligence

Dp Data Puking(h/t @Avinash)

@jeffalytics

Send your company unnecessary emails

@jeffalytics

And people can receive hundreds of reports from you

Please don’t do this

But Jeff, your presentation is

about automation!

Automation is not sending more

email

Nobody needs more email!

Sd Structure-less data

@jeffalytics https://www.iperceptions.com/en/4q

Website Survey Data is Great

@jeffalytics

But the output needs structure to be useful

@jeffalytics

Social mentions are great

@jeffalytics

But the data is too difficult to maintain

The problem with Phase 1?

All data, no context

“The best analytics tool is common sense

combined with context”

-Jeffalytics

Automate only proven processes Focus on insights

Work to give context to data

Only share the truly useful

Phase 1 Graduation Requirements

@jeffalytics

Stage 2: Forming Knowledge

Data Collection

Forming Knowledge

Data Collection

Now we can start to talk about

automation

@jeffalytics

Moving to information and knowledge

Kn Shared Knowledge

@jeffalytics

Automate knowledge transfer with annotations

Cu Custom Alerts

@jeffalytics

Alert when website is down (or analytics is broken)

Some alternatives

@jeffalytics

AddThis Traffic Spikes

@jeffalytics

WordPress Stats

We Website Monitoring

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

Monitor.us Site 24x7

PingdomUptime Robot

Many alternative tools too

Just make sure to filter these tools from GA

In Information Sharing

@jeffalytics Sign up: https://www.quillengage.com/

Quill Engage offers a Free Account

@jeffalytics

Automated Weekly and Monthly Reporting

@jeffalytics

Getting setup is very easy

@jeffalytics

Choose your GA View and they do the rest

@jeffalytics

Weekly and Monthly Insights in 5 minutes

@jeffalytics

Forming a narrative of what happened

@jeffalytics Automated Insights: https://automatedinsights.com/

Also worth checking out Wordsmith

Start to automate proven processes

Share knowledge with organization

Save time for yourself & others

Focus only on the actionable

Phase 2 Principles

@jeffalytics

Stage 3: Automated and Actionable

Data Collection

Forming Knowledge

Accelerated Insights

Data Collection

Forming Knowledge

Accelerating insights and

finding wisdom

@jeffalytics

Connecting the dots, quickly

@jeffalytics

Extending Google Analytics

@jeffalytics

Da Data Import

@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

In Settings, Choose Data Import

!"##$%&'()(&*+,#-)

.(/0&'()(&*+,#-)&1,)2#/$

@jeffalytics

Choose Cost Data Import Schema

@jeffalytics

Choose to upload 1x or overwrite data


No Data from Bing, Facebook or Other Systems

Automatically Import This Data into GA!


@jeffalytics http://supermetrics.com/product/supermetrics-uploader/

Automate this process

De Data Export

@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

Kl Klipfolio

@jeffalytics https://www.klipfolio.com/

Bring marketing data together in one place

@jeffalytics

Choose from several popular systems

@jeffalytics

Select from pre-defined template

@jeffalytics

Create a dashboard with automatic data

@jeffalytics

Edit the data for accuracy and context

@jeffalytics

Annotate to share insights with others

@jeffalytics

Or Create Your Own

@jeffalytics https://zapier.com/zapbook/klipfolio/

Some custom integration ideas

Cy CyfeDashboards

@jeffalytics http://www.cyfe.com/

Cyfe for Free API based dashboards

@jeffalytics

Sample Cyfe Dashboard

@jeffalytics

Connect Cyfe with other tools using Zapier

Za ZapierRecipes

@jeffalytics https://www.zapier.com/

My favorite technology in the world right now

@jeffalytics@jeffalytics

@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

Well… most of the way

@jeffalytics Vote here: bit.ly/gaplease

Vote for Google Analytics Integration

Re ZapierRecipe Ideas

@jeffalytics https://zapier.com/zapbook/quickbooks/

Quickbooks

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

Facebook Lead Ads

@jeffalytics https://zapier.com/zapbook/geckoboard/

Geckoboard

@jeffalytics https://zapier.com/zapbook/kissmetrics/

KISS Metrics

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

Call Tracking

@jeffalytics Vote here: bit.ly/gaplease

Now imagine all of this with Google Analytics!

@jeffalytics

Evolving our analytics focus (and automating the good)

Data Collection

Forming Knowledge

Accelerated Insights

Still Overwhelmed?


Let’s stop being overwhelmed

@jeffalytics

Let’s start being empowered

Things are better now

@jeffalytics

My flight over wasn’t nearly as cramped

@jeffalytics

My UberX Driver was a Mercedes E Class

Time

Everything I talked about is here: bit.ly/jeffsterdam

Action Items

Outsource the easy stuff

Focus on knowledge and

insights

Provide data with context

Start with manual processes (it’s OK)

Action Items

Setup an automatic dashboard in

Klipfolio

Sign up for a ZapierAccount and install

Zaps

Build a killer dashboard… then

fill it with APIs

Get a free Quill Engage account

Action Items

Dank Je!

Jeff SauerAnalytics Teacher and Consultant Email: [email protected]

Links: bit.ly/jeffsterdam

New for 2016: www.analyticscourse.net

Automating Analytics - Jeff Sauer (GAUC16)

Marketing

Transcript of Automating Analytics - Jeff Sauer (GAUC16)