Becoming Data Driven
22
Becoming Data Driven #GAUC2013 Google Analytics User Conference 2013 Timo Josten Managing Partner & Co-Founder Sparkline Analytics @strudelmeister / [email protected]
-
Upload
timo-josten -
Category
Technology
-
view
507 -
download
0
description
Presentation delivered as part of the Google Analytics User Conference 2013 in Sydney and Melbourne.
Transcript of Becoming Data Driven
Becoming Data Driven
#GAUC2013Google Analytics User Conference 2013
Timo JostenManaging Partner & Co-FounderSparkline Analytics@strudelmeister / [email protected]
#GAUC2013Google Analytics User Conference 2013
Measure. Everything.
Data DrivenDecision Maker
#GAUC2013Google Analytics User Conference 2013
Digital Information Created
2013
Internet users worldwide
2013 2.7 B
Mobile subscribers
2013 6.8 B
2020 53 zettabytes
2020 5 B
2020 10 B
>2,700 exabytes
#GAUC2013Google Analytics User Conference 2013
“Between the dawn of civilization and 2003, we only created five exabytes of information
Now we’re creating that amount every two days.”
-Hal Varian, Chief Economist, Google
#GAUC2013Google Analytics User Conference 2013
+$20 Billion through Mobile
in 1013
Candy Crush has 66m daily actives
eBook sales almost DOUBLED
in 2012
PSY heads to almost 2 Billion
views
Consumer Transformation
#GAUC2013Google Analytics User Conference 2013
Business Transformation?“[The] majority of companies fail to collect comprehensive data even when it is deemed relevant to their business.”- Nesta Study 2012
“Digital Universe Study finds that less than 1% of the world’s data is
analyzed…”-www.guardian.co.uk 2012
#GAUC2013Google Analytics User Conference 2013
NESTA & Digital Universe Study
For Full NESTA Study CLICK HERE
For Digital Universe Article CLICK HERE
#GAUC2013Google Analytics User Conference 2013
Can you help me?
#GAUC2013Google Analytics User Conference 2013
Media
Button
#GAUC2013Google Analytics User Conference 2013
Button:1. Sign Up2. Learn More3. Join Us Now4. Sign Up Now
Media:1. Get Involved Image2. Family Image3. Change Image4. Barack’s Video5. Springfield Video6. Sam’s Video
24 combinations tested….
#GAUC2013Google Analytics User Conference 2013
Experimentation Results
#GAUC2013Google Analytics User Conference 2013
No one tests the depth of a river with both feet.
- African Proverb
Data Driven Decision Maker
#GAUC2013Google Analytics User Conference 2013
my.barackobama.com/page/s/analysts-job-application
#GAUC2013Google Analytics User Conference 2013
Who You Gonna Call?
#GAUC2013Google Analytics User Conference 2013
www.google.com/analytics
#GAUC2013Google Analytics User Conference 2013
Free
● Start an account
● Extensive help documentation available online
● Generally navigating and understanding the interface
● Installing Analytics for a simple site structure or basic analysis
Easy
● Keeping in-house resources for Analytics on staff
● Uncertainty that your data is accurate
● Complex, custom installations or integrations with your internal tools
● Spending time to learn and perform impact driven analysis
Costly
Difficult
#GAUC2013Google Analytics User Conference 2013
Importance of Certification
#GAUC2013Google Analytics User Conference 2013
Certification is not necessary to work with Analytics
It provides assurance to clients that the company
● Has been exhaustively vetted by Google ○ Partner go through an extensive application & interview process
● Has met basic business guidelines ○ Legal incorporation, indemnity insurance, and a customer support
system
● Is receiving constant status updates on the product ○ New features and known issues with the product
#GAUC2013Google Analytics User Conference 2013
● Access○ Beta features, known technical issues, bug reporting &
updates, feature requests
● Insight○ Product roadmap & development
● Support○ Dedicated support for GA Partners, collaborative support
from the GA Partner community
● Training○ New feature trainings, annual GA Partner summit
Importance of Certification
#GAUC2013Google Analytics User Conference 2013
“More than half of respondents report that organizational silos and analytics skills shortages hinder the use of data for decision making.”
Cap Gemini Survey 2012:
For Full Cap Gemini Survey CLICK HERE
#GAUC2013Google Analytics User Conference 2013
Simplicity & Focus
Audit Your Analytics Skill & Ability – SET TARGETS1
Audit Your Team/Company’s Analytics Skill & Ability to Execute on insights – SET TARGETS2
Invest Strategically: Ask for help, work with a GA Certified Partner – KICK START CHANGE3
Develop a Company/Department priority list – TECHNICAL & BUSINESS DRIVERS4
Identify, Diagnose, Test & Implement – ITERATE!5
#GAUC2013Google Analytics User Conference 2013
Thank you!
Timo Josten@strudelmeister [email protected]
