Automating Analytics
Time
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.
@jeffalytics Found via google.com/trends
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
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/
@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
Google AdWords Integration Rocks
No Data from Bing, Facebook or Other Systems
Cost Data in Google Analytics
@jeffalytics
In Settings, Choose Data Import
!"##$%&'()(&*+,#-)
.(/0&'()(&*+,#-)&1,)2#/$
@jeffalytics
Choose Cost Data Import Schema
@jeffalytics
Choose to upload 1x or overwrite data
Google AdWords Integration Rocks
No Data from Bing, Facebook or Other Systems
Automatically Import This Data into GA!
Cost Data in Google Analytics
@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
@jeffalytics https://www.google.com/analytics/partners/search/apps
There are 8 pages of apps for automation
@jeffalytics https://www.google.com/analytics/partners/search/apps
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?
@jeffalytics Found via google.com/trends
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?
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
Top Related