Web analytics is becoming universal

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  • Web analytics is becoming universal

    Audun RundbergUX Camp Europe 2014

  • #uxce14

    @audunru

  • Imagine that youre running an airport...

    StrikeVolcano ash

    cloud

  • Aaah, the devices...

  • 50% of users (2 of 4) are desktop + mobile users

  • User IDTrack users across

    channels and touchpoints

    Measurement ProtocolEnables offline tracking

  • Why? More accurate picture of how people use your services

    Examples: How many users have we got, really? Whats our campaign revenue offline and online?

    Last, but not least: Can we track cats?

  • YES!

  • RFID chip

    RFID reader

  • Offline tracking

  • Offline tracking codehttps://ssl.google-analytics.com/collect?v=1&tid=UA-123456-1&cid= f10e2821-bbbe-4527-8a02-200352313bc0&t=event&ec=Cat&ea=Food&el=Nomnomnom

    https://ssl.google-analytics.com/collecthttps://ssl.google-analytics.com/collect

  • Offline tracking codehttps://ssl.google-analytics.com/collect?v=1&tid=UA-123456-1&cid= f10e2821-bbbe-4527-8a02-200352313bc0&t=event&ec=Cat&ea=Food&el=Nomnomnom

    https://ssl.google-analytics.com/collecthttps://ssl.google-analytics.com/collect

  • Offline tracking codehttps://ssl.google-analytics.com/collect?v=1&tid=UA-123456-1&cid= f10e2821-bbbe-4527-8a02-200352313bc0&t=event&ec=Cat&ea=Food&el=Nomnomnom

    https://ssl.google-analytics.com/collecthttps://ssl.google-analytics.com/collect

  • Offline tracking codehttps://ssl.google-analytics.com/collect?v=1&tid=UA-123456-1&cid= f10e2821-bbbe-4527-8a02-200352313bc0&t=event&ec=Cat&ea=Food&el=Nomnomnom

    https://ssl.google-analytics.com/collecthttps://ssl.google-analytics.com/collect

  • RFID

  • Demo time

  • Want to try?http://bit.ly/uxce14-universal

    takes you to...

    http://github.com/audunru/universal-analytics

    http://bit.ly/kundefesthttp://bit.ly/kundefesthttp://github.com/audunru/universal-analyticshttp://github.com/audunru/universal-analytics

  • User ID

  • User ID trackinghttps://ssl.google-analytics.com/collect?v=1&tid=UA-123456-1&cid= f10e2821-bbbe-4527-8a02-200352313bc0&uid=1234&t=event&ec=touch&ea=double-tap&el=menu-button

    https://ssl.google-analytics.com/collecthttps://ssl.google-analytics.com/collect

  • Username User ID

    mr_rundberg 1234

    superhans 5678

    User ID = Anonymus (to

    Google), unique and persistent

  • User ID+

    Javascript

    User ID+

    Javascript

    User ID+

    Javascript or API

    User ID+

    Measurement Protocol

  • Demo time

  • Data layer and tag management

  • dataLayer = [{ 'uid': 'zjTlQX5360f775f3cbaDBZGTC56', // User ID (anonymous) 'userRole': 'manager', // Employee or manager? 'userTitle': 'Senior Marketer', // Professional title 'lastModified': '1400074036', // Last modified (epoch) 'lastModifiedRelative': '3 weeks ago', // Last modified (relative) 'environment': 'production', // Host environment 'template': 'news article' // Current page template}]; The data layer is

    your new best friend

  • Customer Experience Digital Data Acquisition 0.5

    Last Modified: May 17, 2013

    DRAFT Specification

    Latest Version: http://www.w3.org/community/custexpdata/wiki/images/9/93/W3C_CustomerExperienceDigitalDataAcquisition_Draft_v0.5.pdf

    Authors:

    Individual Organization

    Miles Fender Murray Williams

    Accenture

    Vinay Goel Reza Jalili Dave McNamee

    Adobe

    Jay Myers Best Buy

    Jon Revill Blue Cross and Blue Shield of North Carolina

    Blane Sims Jared Vestal Eric Lunt

    BrightTag

    Patrick Wyatt Criteo

    Anna Long Eric Feinberg

    Digital Analytics Association

    Peter Loveday Digital Window

    W3C is making a dataLayer

    standard

  • One tag for

    each thing you want to

    track

  • Tracking downloads

    is easier than ever

  • Outbound links

  • Do people scroll?

    https://github.com/robflaherty/jquery-scrolldepth

    https://github.com/robflaherty/jquery-scrolldepthhttps://github.com/robflaherty/jquery-scrolldepth

  • http://bit.ly/uxce14-youtube

    Do people play your videos?

    http://www.cardinalpath.com/youtube-video-tracking-with-gtm-and-ua-a-step-by-step-guide/http://www.cardinalpath.com/youtube-video-tracking-with-gtm-and-ua-a-step-by-step-guide/

  • Do people use these buttons on

    your site?

  • Are people happy with your

    content?

  • Are people happy with your

    content?

  • Are people happy with your

    content?

  • Found what you're looking for? June 08, 20144:50 AM EDT

    Netlife Research Report generated by

    Klipfolio.com lets you work

    with the data and create

    dashboards

  • These are crazy, crazy, crazy, crazy nightsweb analytics tools

  • Mixpanel lets you see

    individual users activities

  • Unknown user Login or register Hi Audun! Conversion

    Mixpanel kan stitch data before/after identifying the user

  • Unknown user Login or register Hi Audun! Conversion

    Google Analytics keeps the data separate

  • Simba (1995-2014)

  • Thank you!

    #uxce14

    @audunru

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