meaningful data - reaktor breakpoint 2015

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MEANINGFUL DATA Avoiding Plug-and-Play Analytics

@SimoAhava | #ReaktorBreakpoint | 24 Sept 2015

Simo Ahava

Simo AhavaSenior Data Advocate, Reaktor

Simo AhavaSenior Data Advocate, Reaktor

Google Developer Expert, Google Analytics

Simo AhavaSenior Data Advocate, Reaktor

Google Developer Expert, Google AnalyticsBlogger, developer, www.simoahava.com

Simo AhavaSenior Data Advocate, Reaktor

Google Developer Expert, Google AnalyticsBlogger, developer, www.simoahava.com

Twitter-er, @SimoAhava

Simo AhavaSenior Data Advocate, Reaktor

Google Developer Expert, Google AnalyticsBlogger, developer, www.simoahava.com

Twitter-er, @SimoAhavaGoogle+:er, +SimoAhava

Plug-and-play Analytics

@SimoAhava from @ReaktorNow | #ReaktorBreakpoint | 24 Sept 2015

Plug-and-play AnalyticsData quality isn’t acquired — It’s earned.

@SimoAhava from @ReaktorNow | #ReaktorBreakpoint | 24 Sept 2015

Popular analytics platforms are designed for

9,352,458* different businesses.

* Author’s estimate, not an official figure

When adopting a platform, we are forced to

adopt its definitions as well.

Data quality is directly proportional to your

understanding of these definitions.

23.75 %

23.75 %Dear CMO, last month, the Conversion Rate on our site was…

…which is an uplift of 3.45% compared to the previous month!

2,342,566Dear CMO, last month, the number of sessions to our site was…

…which is an uplift of 3.45% compared to the previous month!

Digital Analytics Café 20-May-2015 | @SimoAhava

Google Analytics Session

Google Analytics Session

Group of interactions that takes place on a website

Google Analytics Session

Group of interactions that takes place on a website

That expires after 30 minutes of inactivity…

Google Analytics Session

Group of interactions that takes place on a website

That expires after 30 minutes of inactivity…

Or at the end of they day…

Google Analytics Session

Group of interactions that takes place on a website

That expires after 30 minutes of inactivity…

Or at the end of they day…

Or when acquisition campaign changes…

Google Analytics Session

Group of interactions that takes place on a website

That expires after 30 minutes of inactivity…

Or at the end of they day…

Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…

Google Analytics Session

Group of interactions that takes place on a website

That expires after 30 minutes of inactivity…

Or at the end of they day…

Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…

Or traffic is cross-domain, and cross-domain tracking is implemented…

Google Analytics Session

Group of interactions that takes place on a website

That expires after 30 minutes of inactivity…

Or at the end of they day…

Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…

Or traffic is cross-domain, and cross-domain tracking is implemented… Unless it’s implemented incorrectly…

Google Analytics Session

Group of interactions that takes place on a website

That expires after 30 minutes of inactivity…

Or at the end of they day…

Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…

Or traffic is cross-domain, and cross-domain tracking is implemented… Unless it’s implemented incorrectly… Which is likely since it’s so !#/%(“% difficult…

Google Analytics Session

Group of interactions that takes place on a website

That expires after 30 minutes of inactivity…

Or at the end of they day…

Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…

Or traffic is cross-domain, and cross-domain tracking is implemented… Unless it’s implemented incorrectly… Which is likely since it’s so !#/%(“% difficult…

Unless you’re using Google Tag Manager…

Google Analytics Session

Group of interactions that takes place on a website

That expires after 30 minutes of inactivity…

Or at the end of they day…

Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…

Or traffic is cross-domain, and cross-domain tracking is implemented… Unless it’s implemented incorrectly… Which is likely since it’s so !#/%(“% difficult…

Unless you’re using Google Tag Manager… Except if you’ve implemented THAT incorrectly…

Google Analytics Session

Group of interactions that takes place on a website

That expires after 30 minutes of inactivity…

Or at the end of they day…

Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…

Or traffic is cross-domain, and cross-domain tracking is implemented… Unless it’s implemented incorrectly… Which is likely since it’s so !#/%(“% difficult…

Unless you’re using Google Tag Manager… Except if you’ve implemented THAT incorrectly…

There’s also the sessionControl parameter…

@SimoAhava from @ReaktorNow | #2015ac | 8–11

@SimoAhava from @ReaktorNow | #2015ac | 8–11

X

This has two major implications on how we collect, process, and

analyse the data.

Stay away from aggregate metrics.1

Stay away from aggregate metrics.Combine, segment,visualize, predict.1

All metrics and dimensions used by a platform subscribe to the definitions of said platform!

GPeC Summit 11-May-2015 | @SimoAhava

All metrics and dimensions used by a platform subscribe to the definitions of said platform!

GPeC Summit 11-May-2015 | @SimoAhava

Sessionization Schema

Plug-and-play metrics are session outcomes. Measure the funnels that produce them.2

Case: Content Engagement

@SimoAhava from @ReaktorNow | #ReaktorBreakpoint | 24 Sept 2015

Case: Content EngagementBounce Rate is not a KPI. Treat content as a product.

@SimoAhava from @ReaktorNow | #ReaktorBreakpoint | 24 Sept 2015

The problem of the bounce

Entrance Exit

Entrance Exit

Bounce is a single-interaction session.

We don’t know what they did.

We don’t know what they did.

We don’t know how long they stayed.

We don’t know what they did.

We don’t know how long they stayed.

We don’t know how much revenue they generated.

customize for meaningful data

We can tweak the metric.

We can tweak the metric.

30 sec

We can tweak the metric.

30 sec

We can tweak the metric.

But that’s just silly. Stop it.

30 sec

We can track scroll depth.

We can track scroll depth.

} { 'event' : 'scrollDepth', 'depth' : '33%' }

We can track scroll depth.

} { 'event' : 'scrollDepth', 'depth' : '33%' }

} { 'event' : 'scrollDepth', 'depth' : '66%' }

We can track scroll depth.

} { 'event' : 'scrollDepth', 'depth' : '33%' }

} { 'event' : 'scrollDepth', 'depth' : '66%' }

} { 'event' : 'scrollDepth', 'depth' : '100%' }

We can track scroll depth.

} { 'event' : 'scrollDepth', 'depth' : '33%' }

} { 'event' : 'scrollDepth', 'depth' : '66%' }

} { 'event' : 'scrollDepth', 'depth' : '100%' }

treat content as a product

Did not visit an article page

Did not scroll

Did not scroll past 1/3

Did not reach the end

Did not reach the end

treat content as a productwhy stop there?

READ MORE: http://goo.gl/wzR7v4

What’s the weather like?

READ MORE: http://goo.gl/wzR7v4

What’s the weather like?

READ MORE: http://goo.gl/jbxqEY

How much value is left in the cart?

Data is difficult

@SimoAhava from @ReaktorNow | #ReaktorBreakpoint | 24 Sept 2015

Data is difficultIt’s supposed to be.

@SimoAhava from @ReaktorNow | #ReaktorBreakpoint | 24 Sept 2015

Data quality is directly proportional to how well you understand the data

collection mechanism.

2,342,566Dear CMO, last month, the number of sessions to our site was…

…which is an uplift of 3.45% compared to the previous month!

Digital Analytics Café 20-May-2015 | @SimoAhava

Thank you!simo.ahava@reaktor.com

www.simoahava.com

Twitter: @SimoAhava

Google+: +SimoAhava

Data is difficult - http://goo.gl/QbKEUC

The Schema Conspiracy - http://goo.gl/kd0Nbh

Content As Ecommerce - http://goo.gl/nR5K95

Further reading: