the evolution of google analytics from a tool to a platform by chris hirlemann, north kent b2b 2015

Prepared for: Kent B2B

t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk

Summary

-Summary

-What was GA

-How GA has evolved

-What is GA now

-What does this mean for me

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mailto:[email protected]

http://www.sleepinggiantmedia.co.uk

https://adwords.google.com/professionals/profile/org?id=017702451200549020354







Google Analytics Evolution from a Tool to a Platform


What was Google Analytics

-Google Analytics has been a useful tool for some time.

-Monitoring traffic and online behaviour has been invaluable to websites.

- There are other analytics options out there

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Tag Evolution of GA

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2005 2007 2009 2014

•Urchin Analytics

•Google analytics (syncronous)

•Google Analytics (asyncronous)

•Universal Analytics











Evolution of Google Analytics

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2012 2013 2014 2015

•Basic google analytics implementation

•Powerpoint and excel reporting.

•Semi advanced Google analytics implementation.

•Excel and Google analytics dashboards

•Universal analytics and Tag management.

•Enhanced ecommerce

•Semi automatic dashboards.

•Semi automatic reporting.

• Multiple data sources











So whats new

-Enhanced ecommerce

-Custom dimensions and Content groups

-Google Tag Manager and Data Layers

-Data Import/Measurement Protocol/API

-More data for Attribution models

- Third Party tools/Add-ons

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What is GA Now

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-A way to measure and analyse online performance. A source of actionable insight.

- Customisable - it is about what matters to your business goals.

-Data import - combine data from other platforms.

- Custom grouping/Data layers - segment data in ways that reflect your business goals.

-Adding context to data leads to actionable insight.










t. 020 8123 2437 e. [email protected] w. www.sleepinggiantmedia.co.uk

Weave Yourself Some Insight

-Use multiple data sources to add context to the data you have.

-Add information to the data you have (where you can)

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AdwordsBing

FacebookRevenueWeather

.

Warp

Weft “You can think of GA as the Weft”











What does it mean

-Google analytics is Flexible

- Enhanced ecommerce has opened opportunities to add more context to data.

- Combining data sources makes for more effective comparison.

-GA Dashboards and Third party tools.

- Less time in excel reconciling data

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Next Talks

-Next talks

-Making the most of a Responsive Site - 2.40pm

-An Intro To Pay Per Click - 3.20pm

-Get social Kent 29th October at Canterbury College

-GIANT talk 17th November at Hazlitt theatre, Maidstone

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Giant Talks

Our next GIANT talk is…

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It’s FREE!WHEN? Tuesday 17th November, 9:00am - 12:00pm WHERE? The Exchange Studio, Hazlitt Theatre, Maidstone

Limited spaces, book by speaking to one of us or email: [email protected]











the evolution of google analytics from a tool to a platform by chris hirlemann, north kent b2b 2015

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