Automating Google Analytics
Time
All links available at end of presentation
I got my CS degree
in 2003
@jeffalyticshttp://blog.clicktale.com/2010/11/17/a-brief-history-of-web-analytics/
Measuring the web was simple back then
Things sure have changed
@jeffalyticshttps://www.gartner.com/technology/research/digital-marketing/transit-map.jsp?prm=gml-tm
There are so many digital marketing touch points
@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
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
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/
So I created the Periodic Table of Google Analytics to keep up!
@jeffalytics https://www.analyticscourse.net
And a 12 Hour Course Teaching Google Analytics
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 supposed to be easy
@jeffalytics
Simply put some JavaScript on your site
@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
@jeffalytics
Data is just the beginning
@jeffalytics
Data has no connections, patterns or paths
We need to do more with our data
… or else we get
Dp Data Puking(h/t @Avinash)
@jeffalytics
Send your company unnecessary emails
@jeffalytics
And people can receive hundreds of reports from you
Nobody needs more email!
InIntelligence
without context
@jeffalytics
Automated Intelligence
@jeffalytics https://bt.tn/
You can literally have a button that sends data to the web each time it is pushed
@jeffalytics https://flic.io/
There is competition in the Button Space!
Collecting data is “easy” – but it’s not
the answer
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
Now we can start to talk about
automation
@jeffalytics
Moving to information and knowledge
Kn Shared Knowledge
@jeffalytics
Automate knowledge transfer with annotations
@jeffalytics
Alert when website is down (or analytics is broken)
We Website Monitoring
@jeffalyticsJetpack: https://jetpack.com/support/monitor/
@jeffalyticsJetpack: https://jetpack.com/support/monitor/
Monitis Site 24x7
PingdomUptime Robot
Many alternative tools too
Pro tip: Make sure to filter these tools from
Google Analytics
Ar Automated Reporting
@jeffalytics
Who has sent/received a report like this?
That was written by a
computer
@jeffalytics
Canyoutellthedifference?
@jeffalytics Take the Quiz at New York Times: http://nyti.ms/1HVgnCx
New York Times had a quiz in March
I guessed 50% correct
@jeffalyticsThat’s Terminator level stuff
@jeffalytics Sign up: https://www.quillengage.com/
You can get human quality reports for free
@jeffalytics
Automated Weekly and Monthly Reporting
@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
Accelerating insights and
finding wisdom
@jeffalytics
Connecting the dots, quickly
@jeffalytics
Extending Google Analytics
@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
Choose Cost Data Import Schema
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
@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
@jeffalytics https://www.klipfolio.com/
Bring marketing data together in one place
@jeffalytics
Choose from several popular systems
@jeffalytics
Create a dashboard with automatic data
@jeffalytics
Edit the data for accuracy and context
@jeffalytics
Annotate to share insights with others
@jeffalytics https://zapier.com/zapbook/klipfolio/
Integrates with just about anything
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
@jeffalytics https://www.zapier.com/
My favorite technology in the world right now
@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/facebook-lead-ads/
Facebook Lead Ads
@jeffalytics https://zapier.com/zapbook/analytic-call-tracking/
Call Tracking
@jeffalytics https://zapier.com/zapbook/flic/
Even Button Tracking!
@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
Automation saves time!
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
Thank You!
Jeff SauerAnalytics Teacher and Consultant Email: [email protected]
Links & Discount: bit.ly/jeffatd
Learn Google Analytics! www.analyticscourse.net