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Becoming Data Driven

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Timo Josten

This document summarizes a presentation on becoming data driven. It notes that the amount of digital information created doubles every two days and will reach 53 zettabytes by 2020. However, less than 1% of data is analyzed due to skills shortages and organizational silos. It advocates measuring everything, using data to drive decisions, and testing combinations of website buttons and media to learn what drives outcomes. It also promotes the importance of Google Analytics certification to ensure strategic use of data insights.

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Becoming Data Driven #GAUC2013Google Analytics User Conference 2013 Timo Josten Managing Partner & Co-Founder Sparkline Analytics @strudelmeister / timo@sparklineanalytics.com
#GAUC2013Google Analytics User Conference 2013 Measure. Everything. Data Driven Decision Maker
#GAUC2013Google Analytics User Conference 2013 Digital Information Created 2013 Internet users worldwide 2013 2.7 B Mobile subscribers 2013 6.8 B 2020 53 zettabytes 2020 5 B 2020 10 B >2,700 exabytes
#GAUC2013Google Analytics User Conference 2013 “Between the dawn of civilization and 2003, we only created five exabytes of information Now we’re creating that amount every two days.” -Hal Varian, Chief Economist, Google
#GAUC2013Google Analytics User Conference 2013 +$20 Billion through Mobile in 1013 Candy Crush has 66m daily actives eBook sales almost DOUBLED in 2012 PSY heads to almost 2 Billion views Consumer Transformation
#GAUC2013Google Analytics User Conference 2013 Business Transformation? “[The] majority of companies fail to collect comprehensive data even when it is deemed relevant to their business.” - Nesta Study 2012 “Digital Universe Study finds that less than 1% of the world’s data is analyzed…” -www.guardian.co.uk 2012
#GAUC2013Google Analytics User Conference 2013 NESTA & Digital Universe Study For Full NESTA Study CLICK HERE For Digital Universe Article CLICK HERE
#GAUC2013Google Analytics User Conference 2013 Can you help me?
#GAUC2013Google Analytics User Conference 2013 Media Button
#GAUC2013Google Analytics User Conference 2013 Button: 1. Sign Up 2. Learn More 3. Join Us Now 4. Sign Up Now Media: 1. Get Involved Image 2. Family Image 3. Change Image 4. Barack’s Video 5. Springfield Video 6. Sam’s Video 24 combinations tested….
#GAUC2013Google Analytics User Conference 2013 Experimentation Results
#GAUC2013Google Analytics User Conference 2013 $500m raised online
#GAUC2013Google Analytics User Conference 2013 No one tests the depth of a river with both feet. - African Proverb Data Driven Decision Maker
#GAUC2013Google Analytics User Conference 2013 my.barackobama.com/page/s/analysts-job-application
#GAUC2013Google Analytics User Conference 2013 Who You Gonna Call?
#GAUC2013Google Analytics User Conference 2013 www.google.com/analytics
#GAUC2013Google Analytics User Conference 2013 Free ● Start an account ● Extensive help documentation available online ● Generally navigating and understanding the interface ● Installing Analytics for a simple site structure or basic analysis Easy ● Keeping in-house resources for Analytics on staff ● Uncertainty that your data is accurate ● Complex, custom installations or integrations with your internal tools ● Spending time to learn and perform impact driven analysis Costly Difficult
#GAUC2013Google Analytics User Conference 2013 Importance of Certification #GAUC2013Google Analytics User Conference 2013 Certification is not necessary to work with Analytics It provides assurance to clients that the company ● Has been exhaustively vetted by Google ○ Partner go through an extensive application & interview process ● Has met basic business guidelines ○ Legal incorporation, indemnity insurance, and a customer support system ● Is receiving constant status updates on the product ○ New features and known issues with the product
#GAUC2013Google Analytics User Conference 2013 ● Access ○ Beta features, known technical issues, bug reporting & updates, feature requests ● Insight ○ Product roadmap & development ● Support ○ Dedicated support for GA Partners, collaborative support from the GA Partner community ● Training ○ New feature trainings, annual GA Partner summit Importance of Certification
#GAUC2013Google Analytics User Conference 2013 “More than half of respondents report that organizational silos and analytics skills shortages hinder the use of data for decision making.” Cap Gemini Survey 2012: For Full Cap Gemini Survey CLICK HERE
#GAUC2013Google Analytics User Conference 2013 Simplicity & Focus Audit Your Analytics Skill & Ability – SET TARGETS1 Audit Your Team/Company’s Analytics Skill & Ability to Execute on insights – SET TARGETS2 Invest Strategically: Ask for help, work with a GA Certified Partner – KICK START CHANGE3 Develop a Company/Department priority list – TECHNICAL & BUSINESS DRIVERS4 Identify, Diagnose, Test & Implement – ITERATE!5
#GAUC2013Google Analytics User Conference 2013 Thank you! Timo Josten @strudelmeister timo@sparklineanalytics.com

More Related Content

Becoming Data Driven

  • 1. Becoming Data Driven #GAUC2013Google Analytics User Conference 2013 Timo Josten Managing Partner & Co-Founder Sparkline Analytics @strudelmeister / timo@sparklineanalytics.com
  • 2. #GAUC2013Google Analytics User Conference 2013 Measure. Everything. Data Driven Decision Maker
  • 3. #GAUC2013Google Analytics User Conference 2013 Digital Information Created 2013 Internet users worldwide 2013 2.7 B Mobile subscribers 2013 6.8 B 2020 53 zettabytes 2020 5 B 2020 10 B >2,700 exabytes
  • 4. #GAUC2013Google Analytics User Conference 2013 “Between the dawn of civilization and 2003, we only created five exabytes of information Now we’re creating that amount every two days.” -Hal Varian, Chief Economist, Google
  • 5. #GAUC2013Google Analytics User Conference 2013 +$20 Billion through Mobile in 1013 Candy Crush has 66m daily actives eBook sales almost DOUBLED in 2012 PSY heads to almost 2 Billion views Consumer Transformation
  • 6. #GAUC2013Google Analytics User Conference 2013 Business Transformation? “[The] majority of companies fail to collect comprehensive data even when it is deemed relevant to their business.” - Nesta Study 2012 “Digital Universe Study finds that less than 1% of the world’s data is analyzed…” -www.guardian.co.uk 2012
  • 7. #GAUC2013Google Analytics User Conference 2013 NESTA & Digital Universe Study For Full NESTA Study CLICK HERE For Digital Universe Article CLICK HERE
  • 8. #GAUC2013Google Analytics User Conference 2013 Can you help me?
  • 9. #GAUC2013Google Analytics User Conference 2013 Media Button
  • 10. #GAUC2013Google Analytics User Conference 2013 Button: 1. Sign Up 2. Learn More 3. Join Us Now 4. Sign Up Now Media: 1. Get Involved Image 2. Family Image 3. Change Image 4. Barack’s Video 5. Springfield Video 6. Sam’s Video 24 combinations tested….
  • 11. #GAUC2013Google Analytics User Conference 2013 Experimentation Results
  • 12. #GAUC2013Google Analytics User Conference 2013 $500m raised online
  • 13. #GAUC2013Google Analytics User Conference 2013 No one tests the depth of a river with both feet. - African Proverb Data Driven Decision Maker
  • 14. #GAUC2013Google Analytics User Conference 2013 my.barackobama.com/page/s/analysts-job-application
  • 15. #GAUC2013Google Analytics User Conference 2013 Who You Gonna Call?
  • 16. #GAUC2013Google Analytics User Conference 2013 www.google.com/analytics
  • 17. #GAUC2013Google Analytics User Conference 2013 Free ● Start an account ● Extensive help documentation available online ● Generally navigating and understanding the interface ● Installing Analytics for a simple site structure or basic analysis Easy ● Keeping in-house resources for Analytics on staff ● Uncertainty that your data is accurate ● Complex, custom installations or integrations with your internal tools ● Spending time to learn and perform impact driven analysis Costly Difficult
  • 18. #GAUC2013Google Analytics User Conference 2013 Importance of Certification #GAUC2013Google Analytics User Conference 2013 Certification is not necessary to work with Analytics It provides assurance to clients that the company ● Has been exhaustively vetted by Google ○ Partner go through an extensive application & interview process ● Has met basic business guidelines ○ Legal incorporation, indemnity insurance, and a customer support system ● Is receiving constant status updates on the product ○ New features and known issues with the product
  • 19. #GAUC2013Google Analytics User Conference 2013 ● Access ○ Beta features, known technical issues, bug reporting & updates, feature requests ● Insight ○ Product roadmap & development ● Support ○ Dedicated support for GA Partners, collaborative support from the GA Partner community ● Training ○ New feature trainings, annual GA Partner summit Importance of Certification
  • 20. #GAUC2013Google Analytics User Conference 2013 “More than half of respondents report that organizational silos and analytics skills shortages hinder the use of data for decision making.” Cap Gemini Survey 2012: For Full Cap Gemini Survey CLICK HERE
  • 21. #GAUC2013Google Analytics User Conference 2013 Simplicity & Focus Audit Your Analytics Skill & Ability – SET TARGETS1 Audit Your Team/Company’s Analytics Skill & Ability to Execute on insights – SET TARGETS2 Invest Strategically: Ask for help, work with a GA Certified Partner – KICK START CHANGE3 Develop a Company/Department priority list – TECHNICAL & BUSINESS DRIVERS4 Identify, Diagnose, Test & Implement – ITERATE!5
  • 22. #GAUC2013Google Analytics User Conference 2013 Thank you! Timo Josten @strudelmeister timo@sparklineanalytics.com