What's the weather like? MeasureFest 2014
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What’s The Weather Like? @SimoAhava #measurefest
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My slides from MeasureFest 2014. Incorporate contextual or circumstantial data into web analytics using Google Tag Manager and Universal Analytics.
Transcript of What's the weather like? MeasureFest 2014
What’s The Weather Like?
@SimoAhava
#measurefest
Is Circumstance a factor in online behavior?
#measurefest | @SimoAhava
Is Circumstance a factor in online behavior?
#measurefest | @SimoAhava
Is Circumstance a factor in online behavior?
#measurefest | @SimoAhava
Is Circumstance a factor in online behavior?
#measurefest | @SimoAhava
Is Circumstance a factor in online behavior?
#measurefest | @SimoAhava
What can weather tell us?
Weather – type
Sessions
Revenue Avg. Order Value
Per Session
ValueClouds 58,434 €61,468.20 €157.61 €1.05Clear 50,962 €52,417.60 €147.66 €1.03Rain 20,743 €23,312.60 €175.28 €1.12
#measurefest | @SimoAhava
What can weather tell us?
Weather – type
Sessions
Revenue Avg. Order Value
Per Session
ValueClouds 58,434 €61,468.20 €157.61 €1.05Clear 50,962 €52,417.60 €147.66 €1.03Rain 20,743 €23,312.60 €175.28 €1.12
#measurefest | @SimoAhava
What can weather tell us?
Weather – type
Sessions
Revenue Avg. Order Value
Per Session
ValueClouds 58,434 €61,468.20 €157.61 €1.05Clear 50,962 €52,417.60 €147.66 €1.03Rain 20,743 €23,312.60 €175.28 €1.12
#measurefest | @SimoAhava
What can weather tell us?
Weather – type
Sessions
Revenue Avg. Order Value
Per Session
ValueClouds 58,434 €61,468.20 €157.61 €1.05Clear 50,962 €52,417.60 €147.66 €1.03Rain 20,743 €23,312.60 €175.28 €1.12
#measurefest | @SimoAhava
What can weather tell us?
Weather – type
Sessions
Revenue Avg. Order Value
Per Session
ValueClouds 58,434 €61,468.20 €157.61 €1.05Clear 50,962 €52,417.60 €147.66 €1.03Rain 20,743 €23,312.60 €175.28 €1.12
#measurefest | @SimoAhava
Implementationhttp://www.simoahava.com/weather
Google Tag Manager
Weather API
#measurefest | @SimoAhava
Implementationhttp://www.simoahava.com/weather
1. Visitor arrives on website
#measurefest | @SimoAhava
Implementationhttp://www.simoahava.com/weather
2. A custom cookie determines if page view is first in session
#measurefest | @SimoAhava
Implementationhttp://www.simoahava.com/weather
3. Identify visitor IP
#measurefest | @SimoAhava
Implementationhttp://www.simoahava.com/weather
4. Geolocate the visitor
#measurefest | @SimoAhava
Implementationhttp://www.simoahava.com/weather
5. Poll for weather at visitor location, parse data and store in dataLayer
#measurefest | @SimoAhava
Implementationhttp://www.simoahava.com/weather
6. Send to GA as a non-interaction event, using session-scope custom dimension
#measurefest | @SimoAhava
Caveats
cost of using external api
custom metrics are count only
weather is ”now” and ”here”
actual insights require context
…and a lot of data
Thank you@SimoAhava
http://google.me/+SimoAhava
www.simoahava.com
