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Jonathan Weber - All Things DATA 2017

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Shuki Mann
Shuki Mann

1) The document discusses various ways to integrate Google Analytics data with other data sources. It describes using custom dimensions and metrics, data import, and measurement protocol to bring external data into Google Analytics. 2) Methods for extracting data from Google Analytics include reporting APIs and BigQuery, which allow querying aggregated Analytics data. 3) The goal is to connect web data from Google Analytics to other sources of data like CRM systems in order to provide a more complete view of customers and marketing performance. This can help illuminate the relationship between marketing, user behavior, and ROI.

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Free Your Data from the Web Integration Opportunities with Google Analytics Jonathan Weber | Data Evangelist, LunaMetrics | All Things Data 2017 | #ATD2017
Welcome Ok, So Who Is This? #ATD2017 2 Jonathan Weber Data Evangelist Analytics & Insight weber@lunametrics.com
Welcome About LunaMetrics LunaMetrics is a Digital Marketing & Google Analytics consultancy helping businesses use data to illuminate the bridge between marketing, user behavior and ROI. Our core consulting competencies are in Google Analytics and Search. 3
Intro Google Analytics is rich with data
What's the value of banana-based advertising? "Banana Advertising" by Tom Hughes-Croucher on Flickr https://flic.kr/p/4PQUtF CC-BY
Intro Get Data Out: • Google integrations for Audiences • APIs • BigQuery Connecting GA to “Other” Data Bring Data In: • Custom dimensions and metrics • Data Import • Measurement Protocol #ATD2017 6 Connecting Web Data to Other Data
What’s the “Other” Data? #ATD2017 7 CRM Marketing Automation Online Ad Platform Social Media Management Ecommerce Content Management System
Enrich GA Data with Custom Dimensions & Metrics
Custom Custom Dimensions is a feature that lets you collect more information about your visitors, your pages, and more. Set on four different levels: § User (applies to the user, including their current and future sessions) § Session (applies to the current session only) § Hit (applies to the pageview/event only) § Product (applies to a specific product for ecommerce tracking) Not Enough Dimensions/Metrics? Google Support – Custom Dimensions & Metrics Google Analytics 201 9
Custom Hit-Level Custom Dimensions Google Analytics 201 10
Custom User-Level Custom Dimensions Google Analytics 201 11
Custom Outcome: § 57% increase in conversion rate over campaigns without audience targeting § Better identification of and engagement with target audience (potential teachers) § More efficient and effective advertising efforts and spend. Case Study – Teach for America Teach for America Case Study Google Analytics 201 12 Teach for America used Custom Dimension-based segments to create audiences that were used to target ad campaigns.
When the Data Isn’t On the Page: Data Import
Data Import Data Import Programmatic Data Import Google Analytics 301 14
Data Import Google Analytics 301 15 Data Import
Measuring Visitors Data Import Google Analytics 301 16 Data you already have in GA Data you’re importing Data Import
Measuring Visitors Data Import Google Analytics 301 17 Data Import
Measuring Visitors Programmatically upload data to this Data Set with the Management API Can set up regularly scheduled uploads (e.g. daily at midnight) Data Import Google Analytics 301 18 Data Import
Interactions Outside Your Website: Measurement Protocol
Universal Analytics § Your website (analytics.js) is only one way to send data to GA § More generally, Universal Analytics revolves around a Measurement Protocol § HTTP API for sending user interaction data to Google Analytics § Measure activity in new, non-website environments: § Salesforce trigger when a prospect is updated § Pixel in an email § By a customer support rep during a phone call § Through a backend system when a purchase is made in a brick-and-mortar store Measurement Protocol Using Google Analytics Measurement Protocol with Webhooks How Google Analytics Collects Information Google Analytics 301 20
Extracting Data: APIs and BigQuery
Extracting • A variety of dashboarding and custom reporting tools are included, but they are not totally comprehensive. • Incorporates web data, and potentially offline data, but… • Data must fit into a web paradigm to be usefully reported. • Restrictions on PII. • Reports on aggregated data, not by individual users. Google Analytics – Limitations Analytics 360 & BigQuery 22
Extraction Many sources Data warehouse Data Warehousing #ATD2017 23
Extraction Having a key is the key Internal/third party user IDs Google Analytics client ID #ATD2017 24
Extraction Reporting APIs BigQuery Data Extraction Options #ATD2017 25
Recap
Recap Get Data Out: • Google integrations for Audiences • APIs • BigQuery Connecting GA to “Other” Data Bring Data In: • Custom dimensions and metrics • Data Import • Measurement Protocol #ATD2017 27 Connecting Web Data to Other Data
Recap Thank You! #ATD2017 28 Jonathan Weber Data Evangelist Analytics & Insight weber@lunametrics.com

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Jonathan Weber - All Things DATA 2017

  • 1. Free Your Data from the Web Integration Opportunities with Google Analytics Jonathan Weber | Data Evangelist, LunaMetrics | All Things Data 2017 | #ATD2017
  • 2. Welcome Ok, So Who Is This? #ATD2017 2 Jonathan Weber Data Evangelist Analytics & Insight weber@lunametrics.com
  • 3. Welcome About LunaMetrics LunaMetrics is a Digital Marketing & Google Analytics consultancy helping businesses use data to illuminate the bridge between marketing, user behavior and ROI. Our core consulting competencies are in Google Analytics and Search. 3
  • 6. Intro Get Data Out: • Google integrations for Audiences • APIs • BigQuery Connecting GA to “Other” Data Bring Data In: • Custom dimensions and metrics • Data Import • Measurement Protocol #ATD2017 6 Connecting Web Data to Other Data
  • 7. What’s the “Other” Data? #ATD2017 7 CRM Marketing Automation Online Ad Platform Social Media Management Ecommerce Content Management System
  • 8. Enrich GA Data with Custom Dimensions & Metrics
  • 9. Custom Custom Dimensions is a feature that lets you collect more information about your visitors, your pages, and more. Set on four different levels: § User (applies to the user, including their current and future sessions) § Session (applies to the current session only) § Hit (applies to the pageview/event only) § Product (applies to a specific product for ecommerce tracking) Not Enough Dimensions/Metrics? Google Support – Custom Dimensions & Metrics Google Analytics 201 9
  • 10. Custom Hit-Level Custom Dimensions Google Analytics 201 10
  • 11. Custom User-Level Custom Dimensions Google Analytics 201 11
  • 12. Custom Outcome: § 57% increase in conversion rate over campaigns without audience targeting § Better identification of and engagement with target audience (potential teachers) § More efficient and effective advertising efforts and spend. Case Study – Teach for America Teach for America Case Study Google Analytics 201 12 Teach for America used Custom Dimension-based segments to create audiences that were used to target ad campaigns.
  • 13. When the Data Isn’t On the Page: Data Import
  • 14. Data Import Data Import Programmatic Data Import Google Analytics 301 14
  • 15. Data Import Google Analytics 301 15 Data Import
  • 16. Measuring Visitors Data Import Google Analytics 301 16 Data you already have in GA Data you’re importing Data Import
  • 17. Measuring Visitors Data Import Google Analytics 301 17 Data Import
  • 18. Measuring Visitors Programmatically upload data to this Data Set with the Management API Can set up regularly scheduled uploads (e.g. daily at midnight) Data Import Google Analytics 301 18 Data Import
  • 19. Interactions Outside Your Website: Measurement Protocol
  • 20. Universal Analytics § Your website (analytics.js) is only one way to send data to GA § More generally, Universal Analytics revolves around a Measurement Protocol § HTTP API for sending user interaction data to Google Analytics § Measure activity in new, non-website environments: § Salesforce trigger when a prospect is updated § Pixel in an email § By a customer support rep during a phone call § Through a backend system when a purchase is made in a brick-and-mortar store Measurement Protocol Using Google Analytics Measurement Protocol with Webhooks How Google Analytics Collects Information Google Analytics 301 20
  • 21. Extracting Data: APIs and BigQuery
  • 22. Extracting • A variety of dashboarding and custom reporting tools are included, but they are not totally comprehensive. • Incorporates web data, and potentially offline data, but… • Data must fit into a web paradigm to be usefully reported. • Restrictions on PII. • Reports on aggregated data, not by individual users. Google Analytics – Limitations Analytics 360 & BigQuery 22
  • 24. Extraction Having a key is the key Internal/third party user IDs Google Analytics client ID #ATD2017 24
  • 26. Recap
  • 27. Recap Get Data Out: • Google integrations for Audiences • APIs • BigQuery Connecting GA to “Other” Data Bring Data In: • Custom dimensions and metrics • Data Import • Measurement Protocol #ATD2017 27 Connecting Web Data to Other Data
  • 28. Recap Thank You! #ATD2017 28 Jonathan Weber Data Evangelist Analytics & Insight weber@lunametrics.com