digital media analytics: web, mobile analytics - ahmad abdullah - google

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Measuring A Multi Screen World Using Ahmad Abdullah, Aug ‘14 Google Confidential and Proprietary

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Ahmad Abdullah from Google was at the ISB Digital Summit 2014 to conduct a session on 'Digital media analytics: web and mobile analytics' as part of the Digital Boot Camp workshop.

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Page 1: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Measuring A Multi Screen

World Using

Ahmad Abdullah, Aug ‘14

Google Confidential and Proprietary

Page 2: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Google Confidential and Proprietary

Are You A Digital Analyst ?

Page 3: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Digital Analytics - Definition

Google Confidential and Proprietary

Agenda

1

Google Analytics : Fundamentals 2

Measuring Multi Screens - Universal Analytics 3

In App Measurement In Multi-Screen World

4

Resources 5

Page 4: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Google Confidential and Proprietary

Definition

“Digital Analytics is the measurement, collection, analysis

and reporting of digital data for the purposes of

understanding and optimizing business performance.”

More advanced, working at bigger companies

multi-channel attribution, social media, device

usage, etc.

doing Digital Analytics

Working at smaller business

Trying to figure out Conversion, & how to

interpret Bounce Rate

doing Web Analytics

Value Vs

Volume

Page 5: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Digital Analytics - Definition

Google Confidential and Proprietary

Agenda

1

Google Analytics : Fundamentals 2

Beyond the Basics - Universal Analytics 3

In App Measurement In Multi-Screen World

4

Resources 5

Page 6: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Google Confidential and Proprietary

Works : Data M

Page 8: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Google Confidential and Proprietary

Google Analytics Answers The Key Questions

WHO?

WHAT ACTION? WHAT VALUE?

http://

HOW? 1 2

3 4

Page 9: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Google Confidential and Proprietary

How Google Analytics Works :

“Never trust anything that can think for itself if you can't see where it

keeps its brain”

“But I would, in this case, amend my original statement do this”

“Be skeptic about data ! Till you know, how its curated”

Page 10: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Google Confidential and Proprietary

How Google Analytics Works :

Platform Component

Data made available in the user

interface or through the API

A GIF hit is created and

sent to the Google

servers

The GA javascript

begins to fire

Your Website loads on any device

First-party GA cookies are

read from, and/or written to

the browser by the

javascript code

Data is processed and pre-aggregated Data is sent to Google’s servers

1

3 4 5

GA UI API

2a 2b 2c

_trackEvent(category, action, opt_label,opt

_value,opt_noninteraction) _gaq.push ([‘

trackEvent', 'name', 'label', value,true]);

trackEvent(category, action, opt_lab

el, opt_value,opt_noninteraction)_ga

q.push (['_trackEvent', 'name', 'lab

el‘,value, true]);trackEvent(categ

ory, action, opt_label,opt_value

opt_noninteraction)_gaq.push

(['_trackEvent', 'name', 'lab

el', value, true]);trackEven

t(category, action, opt_la

Page 11: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Google Confidential and Proprietary

How Google Analytics Works :

Data Model For Google Analytics

Page 12: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Google Confidential and Proprietary

Dimensions being mapped to Metrics

(against a similar scope metrics)

How Google Analytics Works :

Dimensions Vs Metrics

----GIGO---

Page 13: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Google Confidential and Proprietary

Nirvana In Digital Analytics :

Segmentation & Custom Reporting

BRAZIL

Too much data, not enough information

GERMANY

Shots (on goal)

Fouls

Corner Kicks

Offside Decisions

Possession

Yellow Cards

Red Card

Saves

1 Goal

7 Goals

18 (8)

11

7

3

52%

1

0

3

14 (10)

14

5

0

48%

0

0

7

Page 14: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Google Confidential and Proprietary

Nirvana In Digital Analytics :

Segmentation & Custom Reporting

4E+47 Options!

Some users are

more equal than

others

Engaged but not

monetized

Not engaged or monetized

Engaged and monetized

Monetized but not engaged

En

ga

ge

me

nt

Monetization

Page 15: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Google Confidential and Proprietary

GA For Marketers :

GA Product Features

“How do I know everything that influenced my conversions?”

Linking AdWords

& Analytics

Multi Channel

Funnels Attribution Models

Product Processes Problem

Page 17: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Digital Analytics - Definition & Landscape

Google Confidential and Proprietary

Agenda

1

Google Analytics : Fundamentals 2

Measuring Multi Screens - Universal Analytics 3

In App Measurement In Multi-Screen World

4

Resources 5

Page 18: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

(Universal)

Page 19: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Google Confidential and Proprietary

Motivation Behind Universal Analytics :

A Generational Platform Shift

Page 20: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Google Confidential and Proprietary

Universal Analytics :

What’s Changed ?

Measure Beyond Website

Understand Cross-Device Performance

Leverage All Your Data

Page 21: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Google Confidential and Proprietary

Universal Analytics :

Revisit Platform Model

Universal Analytics server-side processing

Page 23: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Google Confidential and Proprietary

Universal Analytics :

User ID

Randomly Assigned CID

CRM Data / User Identifier

Identified User

Page 24: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Google Confidential and Proprietary

Universal Analytics :

Cross Device : Session Unification

User_ID

Page 25: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Digital Analytics - Definition & Landscape

Google Confidential and Proprietary

Agenda

1

Google Analytics : Fundamentals 2

Measuring Multi Screens - Universal Analytics 3

In App Measurement In Multi-Screen World 4

Resources 5

Page 26: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Google Confidential and Proprietary

In App Measurement In Multi-Screen World:

Mobile App Analytics

Page 27: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Google Confidential and Proprietary

In App Measurement In Multi-Screen World:

Mobile App Analytics

Page 28: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Google Confidential and Proprietary

In App Measurement In Multi-Screen World:

Mobile App Analytics

How do people discover my app?

What keeps them coming back?

How can I motivate them?

What are the right price points?

When’s the right time?

How do I maximize returns?

LTV “Answer the questions that matter”

Page 29: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Google Confidential and Proprietary

Overview

Mobile App Analytics

Page 30: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Google Confidential and Proprietary

Acquisition, How are users finding your App ?

Mobile App Analytics

Google Analytics Provides App-Specific Metrics

User profile

Page 31: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Google Confidential and Proprietary

AdWords Reporting, Measure Acquisition ROI

Mobile App Analytics

Google Analytics Provides App-Specific Metrics

User behavior Actions and revenue

Page 32: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Google Confidential and Proprietary

How Is The App Being Used ?

Mobile App Analytics

Get Rich Behavioral Insights

• Are your users doing what you

expect?

• Where are they spending their time?

• Where are they stuck?

• What’s blocking them?

• What do they want more of?

Which Section Of App Are Popular ?

Page 33: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Google Confidential and Proprietary

How Is The App Being Used ?

Mobile App Analytics

Get Rich Behavioral Insights

• Are your users doing what you

expect?

• Where are they spending their time?

• Where are they stuck?

• What’s blocking them?

• What do they want more of?

Navigational Behaviour Within App

Page 34: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Google Confidential and Proprietary

How Is The App Being Used ?

Mobile App Analytics

Get Rich Behavioral Insights

• Are your users doing what you

expect?

• Where are they spending their time?

• Where are they stuck?

• What’s blocking them?

• What do they want more of?

Crashes & Exceptions

Page 35: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Google Confidential and Proprietary

How Is The App Being Used ?

Mobile App Analytics

Get Rich Behavioral Insights

• Are your users doing what you

expect?

• Where are they spending their time?

• Where are they stuck?

• What’s blocking them?

• What do they want more of?

Measuring User Intent Via Custom Interaction

Page 36: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Google Confidential and Proprietary

Whats The Goal Of Your App?

Mobile App Analytics

Robust tracking solution to

fit different business model

App ROI Foundation

Page 37: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Google Confidential and Proprietary

Tagging Solution:

Mobile App Analytics

But not just Google Analytics…

Google Analytics Services SDK

Google Tag Manager

Without Updating Your App

Page 38: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Google Confidential and Proprietary

How GTM Fill The Gaps ?

Mobile App Analytics

• Google Analytics

• AdWords Conversion

Tracking

• AdWords Remarketing

• Custom Tracking

• Change constants to variables

• Load the latest configs at start

• Within 12 hours all your users

have

the latest experience

Marketers

Developers

Page 39: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Google Confidential and Proprietary

Insights

Mobile App Analytics

• Discover where your high value users are

• Understand user journey and remove roadblocks

• Measure in app revenue

• Built for the multi-screen world

Page 40: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Google Confidential and Proprietary

Want More :

Analytics Academy

Page 41: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Digital Analytics - Definition

Google Confidential and Proprietary

Agenda

1

Google Analytics : Fundamentals 2

Measuring Multi Screens - Universal Analytics 3

In App Measurement In Multi-Screen World

4

Resources 5

Page 42: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Google Confidential and Proprietary

Resources:

● Get Started: https://analyticsacademy.withgoogle.com/

● Case Studies: http://google.com/analytics/customers

● Interpreting Reports: https://support.google.com/analytics

● Videos & Webinars: http://youtube.com/googleanalytics

● On Google+: http://plus.ly/analytics

● Avinash Kaushik's blog: http://www.kaushik.net

● Justin Cutroni's blog: http://www.cutroni.com/

Page 43: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Understand Platform & Data Model Of Tool 1

Google Confidential and Proprietary

Takeaways !

Segment, Segment & Segment 2

Leverage Universal Analytics Customization 3

In App Analytics : Ask The Right Questions 4

Sharpen The Saw : Analytics Academy 5

Page 44: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Google Confidential and Proprietary

One More Thing ...

Data Less Decision

Page 45: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Google Confidential and Proprietary

Thank

you!

Page 46: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Google Confidential and Proprietary

Bonus Slides

Page 47: Digital media analytics: web, mobile analytics - Ahmad Abdullah - Google

Google Confidential and Proprietary

Universal Analytics :

Enhanced Product Features

Data Import : Creating A Singular

Marketing Measurement Platform

Dimensional

Widening

Product Processes

Cost Data Upload