Brighton SEO - What It's Like Having GA Premium
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@ariannedonoghue What it’s like having GA Premium
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Transcript of Brighton SEO - What It's Like Having GA Premium
@ariannedonoghue
What it’s like having GA Premium
@ariannedonoghue
What it’s like having Google Analytics 360
Suite isn’t quite as snappy
@ariannedonoghue
Who are icelolly.com?
@ariannedonoghue
A bit about icelolly.com
@ariannedonoghue
A bit about icelolly.com
@ariannedonoghue
A bit about icelolly.com
@ariannedonoghue
We’re on a journey
@ariannedonoghue
We’re on a journey
1 year agoFuture
@ariannedonoghue
Why GAP?
Using free GA –trust!
Data continuity & no hassle migration
Integrations
Self-Service –frees up data
team
Google continues to
invest/improve
Minimises specialist
recruitment
@ariannedonoghue
Most analytics packages
Small upfront cost
Massive extra costs for *everything*
@ariannedonoghue
So what’s it like?
@ariannedonoghue
SLOW
In a word…
@ariannedonoghue
In a word…
@ariannedonoghue
So what’s different?
@ariannedonoghue
What’s different?
HITS
10 millionper month
20 billionper month
(standard tier)
@ariannedonoghue
What’s different?
Custom Dimensions
20 200
@ariannedonoghue
What’s different?
SAMPLING
Sampled onlyUp to 500,000 sessions
Sampled & unsampledUp to 10,000,000
@ariannedonoghue
What’s different?
Native Integrations
@ariannedonoghue
What’s different?
Big Query
@ariannedonoghue
What’s different?
Doubleclick
Doubleclick for Publishers, Doubleclick Bid Manager, Doubleclick Campaign Manager
@ariannedonoghue
Doubleclick Stack Integration
@ariannedonoghue
What’s different?
Impression Data
@ariannedonoghue
What’s different?
ATTRIBUTION
Several options
Plus create your own
Includes data-driven model
Plus all standard reports
@ariannedonoghue
What’s this data-driven model?
@ariannedonoghue
What’s this data-driven model?
@ariannedonoghue
What’s different?
SLAs/Support
Product Support, 24/7 teamUptime guarantees
None as standard
@ariannedonoghue
What’s different?
COST
Free VariableDirect or via reseller
@ariannedonoghue
It looks exactly the same!
@ariannedonoghue
What’s NOT different?
(not provided) is still a thing
No other SEO-related perks either
@ariannedonoghue
What difference has it made to us?
@ariannedonoghue
What difference has it made to us?
Time savingNon-
sampled dataAccess to
experts
Valuable to different
users/needsBig Query
Free Cloud credits
@ariannedonoghue
Greater than the sum of its parts
@ariannedonoghue
It’s changed how we do things and how we think
about analytics
What difference has it made to us?
@ariannedonoghue
Big Query
Raw, hit-by-hit level, unsampleddata
@ariannedonoghue
Using Big Query
• Time intensive• 2 full-time analysts – struggling
to utilise fully• Need the right tools & right
people• Heavy duty tools required – more
than just Excel!
@ariannedonoghue
Big Query – icelolly Customer Journey
@ariannedonoghue
Big Query – icelolly Customer Journey
@ariannedonoghue
TV analysis
@ariannedonoghue
How we’re using it - Hotels
£0£250
@ariannedonoghue
Custom Dimensions
• Can track up to 200 Custom Dimensions/Metrics
• E.g. search form selections
• This gets utilised in marketing campaigns
@ariannedonoghue
Challenge our assumptions!
@ariannedonoghue
Impact on testing
• More of the why to testing• Which customers see trial
elements?• How else does it affect their
journey?
@ariannedonoghue
What difference has it made to me?
Impression Data
DoubleclickIntegration
Amazing Audiences
SamplingData Driven Attribution
TV Uplift
@ariannedonoghue
What’s next for us?
@ariannedonoghue
What’s next for us?
• More automation/less manual work (Big Query + data warehousing)
• Customer journey adaptation
• Further Doubleclickintegration & marketing application
@ariannedonoghue
Could it be right for you?
@ariannedonoghue
Could it be right for you?
1. Do you need the capacity?
2. Do you need the bells & whistles?
3. Do you have the right resources to maximise it?
4. Do you have an unusual business?
@ariannedonoghue
Deliberately cheesy slide!
COMMITMENT!
• Time – 1 year in we’re still learning/changing
• People – 2 analysts & still want more!
• Tools & tech – data vis, SQL etc• The whole business needs to get
involved
@ariannedonoghue
Thank you!
