Automating Analytics - Jeff Sauer (GAUC16)
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Transcript of Automating Analytics - Jeff Sauer (GAUC16)
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Automating Analytics
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Time
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Time
All links available at end of presentation
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@jeffalytics
My first international flight to Amsterdam
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@jeffalytics
Look at how happy I was to be there
That’s me!
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@jeffalytics
Photographic evidence, just in case
That’s me!
That’s Schiphol!
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Things were so simple then
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@jeffalytics
This was meant to entertain 5 people
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@jeffalytics@jeffalytics Photo via: http://www.airliners.net/photo/1924679/
The plane was a little cramped
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@jeffalyticshttp://blog.clicktale.com/2010/11/17/a-brief-history-of-web-analytics/
Measuring the web was also simple back then
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Things sure have changed
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@jeffalytics@jeffalyticshttps://www.gartner.com/technology/research/digital-marketing/transit-map.jsp?prm=gml-tm
There are so many digital marketing touch points
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Overwhelmed?
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@jeffalytics Found via google.com/trends
It’s OK to be overwhelmed. We all are.
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@jeffalytics Found via google.com/trends
And yes, for you analysts out there, I did investigate the spike in 2013
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@jeffalytics@jeffalytics
It is due to a music video with 4+ million views
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@jeffalytics
So I downloaded the raw data
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@jeffalytics
And did some normalization
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@jeffalytics
Then re-created a chart
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@jeffalytics
Then tried to plot how many people have become overwhelmed
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@jeffalytics
Then I realized Excel won’t let me format numbers European style (sorry)
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Analytics can be Overwhelming
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@jeffalytics
Google Releases 70+ Updates Per Year
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@jeffalytics http://blog.clicktale.com/2010/11/17/a-brief-history-of-web-analytics/
Updates are necessary for evolving ecosystem
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@jeffalytics https://www.jeffalytics.com/google-analytics-guide/
Periodic Table of Google Analytics just updated!
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We need to evolve as well
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@jeffalytics Source: http://www.motaen.com/wallpapers/view/id/996
Three Stages of Evolving Web Analytics
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@jeffalytics
Stage 1: Data Collection
Data Collection
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@jeffalytics
Data collection is ubiquitous
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@jeffalytics
Simply put some JavaScript on your site
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@jeffalytics
Or Google Tag Manager
@jeffalytics
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@jeffalytics https://www.jeffalytics.com/website-survey/
Or automated data collection
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@jeffalytics https://www.fiverr.com/categories/online-marketing/web-analytics-services/
Or five dollar web analytics
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@jeffalytics https://www.fiverr.com/search/gigs?query=user+testing
Or five dollar user testing
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@jeffalytics
And you’re rolling in data
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@jeffalytics https://reaktor.com/blog/10-truths-about-data/
There are many truths about data
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#11: Data is Dumb
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“Hij was een beetje dom”
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@jeffalytics
Data is just the beginning
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@jeffalytics
Data has no connections, patterns or paths
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The ugly side of data collection and
sharing
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InIntelligence
without context
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@jeffalytics
Automated Intelligence
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Dp Data Puking(h/t @Avinash)
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@jeffalytics
Send your company unnecessary emails
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@jeffalytics
And people can receive hundreds of reports from you
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Please don’t do this
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But Jeff, your presentation is
about automation!
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Automation is not sending more
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Nobody needs more email!
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Sd Structure-less data
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@jeffalytics https://www.iperceptions.com/en/4q
Website Survey Data is Great
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@jeffalytics
But the output needs structure to be useful
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@jeffalytics
Social mentions are great
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@jeffalytics
But the data is too difficult to maintain
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The problem with Phase 1?
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All data, no context
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“The best analytics tool is common sense
combined with context”
-Jeffalytics
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Automate only proven processes Focus on insights
Work to give context to data
Only share the truly useful
Phase 1 Graduation Requirements
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@jeffalytics
Stage 2: Forming Knowledge
Data Collection
Forming Knowledge
Data Collection
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Now we can start to talk about
automation
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@jeffalytics
Moving to information and knowledge
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Kn Shared Knowledge
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@jeffalytics
Automate knowledge transfer with annotations
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Cu Custom Alerts
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@jeffalytics
Alert when website is down (or analytics is broken)
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Some alternatives
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@jeffalytics
AddThis Traffic Spikes
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@jeffalytics
WordPress Stats
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We Website Monitoring
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@jeffalytics@jeffalyticsJetpack: https://jetpack.com/support/monitor/
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@jeffalytics@jeffalyticsJetpack: https://jetpack.com/support/monitor/
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Monitor.us Site 24x7
PingdomUptime Robot
Many alternative tools too
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Just make sure to filter these tools from GA
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In Information Sharing
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@jeffalytics Sign up: https://www.quillengage.com/
Quill Engage offers a Free Account
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@jeffalytics
Automated Weekly and Monthly Reporting
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@jeffalytics
Getting setup is very easy
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@jeffalytics
Choose your GA View and they do the rest
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@jeffalytics
Weekly and Monthly Insights in 5 minutes
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@jeffalytics
Forming a narrative of what happened
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@jeffalytics Automated Insights: https://automatedinsights.com/
Also worth checking out Wordsmith
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Start to automate proven processes
Share knowledge with organization
Save time for yourself & others
Focus only on the actionable
Phase 2 Principles
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@jeffalytics
Stage 3: Automated and Actionable
Data Collection
Forming Knowledge
Accelerated Insights
Data Collection
Forming Knowledge
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Accelerating insights and
finding wisdom
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@jeffalytics
Connecting the dots, quickly
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@jeffalytics
Extending Google Analytics
@jeffalytics
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Da Data Import
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@jeffalytics
Compare all advertising side by side
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Google AdWords Integration Rocks
Cost Data in Google Analytics
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Google AdWords Integration Rocks
No Data from Bing, Facebook or Other Systems
Cost Data in Google Analytics
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@jeffalytics
In Settings, Choose Data Import
!"##$%&'()(&*+,#-)
.(/0&'()(&*+,#-)&1,)2#/$
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@jeffalytics
Choose Cost Data Import Schema
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@jeffalytics
Choose to upload 1x or overwrite data
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Google AdWords Integration Rocks
No Data from Bing, Facebook or Other Systems
Automatically Import This Data into GA!
Cost Data in Google Analytics
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@jeffalytics http://supermetrics.com/product/supermetrics-uploader/
Automate this process
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De Data Export
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@jeffalytics https://www.google.com/analytics/partners/search/apps
Google Analytics App Gallery
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@jeffalytics https://www.google.com/analytics/partners/search/apps
There are 8 pages of apps for automation
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@jeffalytics https://www.google.com/analytics/partners/search/apps
One of my favorites is Klipfolio
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Kl Klipfolio
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@jeffalytics https://www.klipfolio.com/
Bring marketing data together in one place
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@jeffalytics
Choose from several popular systems
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@jeffalytics
Select from pre-defined template
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@jeffalytics
Create a dashboard with automatic data
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@jeffalytics
Edit the data for accuracy and context
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@jeffalytics
Annotate to share insights with others
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@jeffalytics
Or Create Your Own
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@jeffalytics https://zapier.com/zapbook/klipfolio/
Some custom integration ideas
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Cy CyfeDashboards
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@jeffalytics http://www.cyfe.com/
Cyfe for Free API based dashboards
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@jeffalytics
Sample Cyfe Dashboard
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@jeffalytics
Connect Cyfe with other tools using Zapier
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Za ZapierRecipes
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@jeffalytics https://www.zapier.com/
My favorite technology in the world right now
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@jeffalytics@jeffalytics
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@jeffalytics
Choose the product you want to integrate
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@jeffalytics
Create your own recipe or choose from recommended lists
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@jeffalytics
Understand all of the possible actions
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@jeffalytics
Set up your trigger criteria
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@jeffalytics
Then choose your action
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@jeffalytics
Automate delivery of every step of the way
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Well… most of the way
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@jeffalytics Vote here: bit.ly/gaplease
Vote for Google Analytics Integration
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Re ZapierRecipe Ideas
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@jeffalytics https://zapier.com/zapbook/quickbooks/
Quickbooks
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@jeffalytics https://zapier.com/zapbook/facebook-lead-ads/
Facebook Lead Ads
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@jeffalytics https://zapier.com/zapbook/geckoboard/
Geckoboard
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@jeffalytics https://zapier.com/zapbook/kissmetrics/
KISS Metrics
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@jeffalytics https://zapier.com/zapbook/analytic-call-tracking/
Call Tracking
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@jeffalytics Vote here: bit.ly/gaplease
Now imagine all of this with Google Analytics!
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@jeffalytics
Evolving our analytics focus (and automating the good)
Data Collection
Forming Knowledge
Accelerated Insights
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Still Overwhelmed?
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@jeffalytics Found via google.com/trends
Let’s stop being overwhelmed
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@jeffalytics
Let’s start being empowered
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Things are better now
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@jeffalytics
My flight over wasn’t nearly as cramped
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@jeffalytics
My UberX Driver was a Mercedes E Class
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Time?
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Time
Everything I talked about is here: bit.ly/jeffsterdam
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Action Items
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Outsource the easy stuff
Focus on knowledge and
insights
Provide data with context
Start with manual processes (it’s OK)
Action Items
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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
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Dank Je!
Jeff SauerAnalytics Teacher and Consultant Email: [email protected]
Links: bit.ly/jeffsterdam
New for 2016: www.analyticscourse.net