Transcript

Web analytics is becoming universal

Audun RundbergUX Camp Europe 2014

#uxce14

@audunru

Imagine that you’re 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?• What’s 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

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

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

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

RFID

Demo time

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

takes you to...

http://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

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

<script>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}];</script> 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

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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