Ahmad Abdullah from Google was at the ISB Digital Summit 2014 to conduct a session on 'Digital media analytics: web and mobile analytics' as part of the Digital Boot Camp workshop.

1. Measuring A Multi Screen World Using
Ahmad Abdullah,
Aug ‘14
Google Confidential and Proprietary

2. Google Confidential and Proprietary
Are You A Digital Analyst ?

3. Digital Analytics - Definition
Google Confidential and Proprietary
Agenda
1
Google Analytics : Fundamentals
2
Measuring Multi Screens - Universal Analytics
3
In App Measurement In Multi-Screen World
4
Resources
5

4. Google Confidential and Proprietary
Definition
“Digital Analytics is the measurement, collection, analysis and reporting of digital data for the purposes of understanding and optimizing business performance.”
More advanced, working at bigger companies
multi-channel attribution, social media, device usage, etc.
doing Digital Analytics
Working at smaller business
Trying to figure out Conversion, & how to interpret Bounce Rate
doing Web Analytics
Value Vs Volume

5. Digital Analytics - Definition
Google Confidential and Proprietary
Agenda
1
Google Analytics : Fundamentals
2
Beyond the Basics - Universal Analytics
3
In App Measurement In Multi-Screen World
4
Resources
5

6. Google Confidential and Proprietary
Works : Data M

7. Google Confidential and Proprietary
Google Analytics Structure: Enterprise Class
Link

8. Google Confidential and Proprietary
Google Analytics Answers The Key Questions
WHO?
WHAT ACTION?
WHAT VALUE?
http://
HOW?
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9. Google Confidential and Proprietary
How Google Analytics Works :
“Never trust anything that can think for itself if you can't see where it keeps its brain”
“But I would, in this case, amend my original statement do this”
“Be skeptic about data ! Till you know, how its curated”

10. Google Confidential and Proprietary
How Google Analytics Works :
Platform Component
Data made available in the user interface or through the API
A GIF hit is created and sent to the Google servers
The GA javascript begins to fire
Your Website loads on any device
First-party GA cookies are read from, and/or written to the browser by the javascript code
Data is processed and pre-aggregated
Data is sent to Google’s servers
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GA UI
API
2a
2b
2c
_trackEvent(category, action, opt_label,opt _value,opt_noninteraction) _gaq.push ([‘ trackEvent', 'name', 'label', value,true]); trackEvent(category, action, opt_lab el, opt_value,opt_noninteraction)_ga q.push (['_trackEvent', 'name', 'lab el‘,value, true]);trackEvent(categ ory, action, opt_label,opt_value opt_noninteraction)_gaq.push (['_trackEvent', 'name', 'lab el', value, true]);trackEven t(category, action, opt_la

11. Google Confidential and Proprietary
How Google Analytics Works :
Data Model For Google Analytics

12. Google Confidential and Proprietary
Dimensions being mapped to Metrics
(against a similar scope metrics)
How Google Analytics Works :
Dimensions Vs Metrics
----GIGO---

13. Google Confidential and Proprietary
Nirvana In Digital Analytics :
Segmentation & Custom Reporting
BRAZIL
Too much data, not enough information
GERMANY
Shots (on goal)
Fouls
Corner Kicks
Offside Decisions
Possession
Yellow Cards
Red Card
Saves
1
Goal
7
Goals
18 (8)
11
7
3
52%
1
0
3
14 (10)
14
5
0
48%
0
0
7

14. Google Confidential and Proprietary
Nirvana In Digital Analytics :
Segmentation & Custom Reporting
4E+47 Options!
Some users are more equal than others
Engaged but not monetized
Not engaged or monetized
Engaged and monetized
Monetized but not engaged
Engagement
Monetization

15. Google Confidential and Proprietary
GA For Marketers :
GA Product Features
“How do I know everything that influenced my conversions?”
Linking AdWords & Analytics
Multi Channel Funnels
Attribution Models
Product
Processes
Problem

16. Google Confidential and Proprietary
Is Your Problem ?
WTMD
Link To Video

17. Digital Analytics - Definition & Landscape
Google Confidential and Proprietary
Agenda
1
Google Analytics : Fundamentals
2
Measuring Multi Screens - Universal Analytics
3
In App Measurement In Multi-Screen World
4
Resources
5

18. (Universal)

19. Google Confidential and Proprietary
Motivation Behind Universal Analytics :
A Generational Platform Shift

20. Google Confidential and Proprietary
Universal Analytics :
What’s Changed ?
Measure Beyond Website
Understand Cross-Device Performance
Leverage All Your Data

21. Google Confidential and Proprietary
Universal Analytics :
Revisit Platform Model
Universal Analytics server-side processing

22. Google Confidential and Proprietary
The Game Changer :
Measurement Protocol
Link To Video

23. Google Confidential and Proprietary
Universal Analytics :
User ID
Randomly Assigned CID
CRM Data / User Identifier
Identified User

24. Google Confidential and Proprietary
Universal Analytics :
Cross Device : Session Unification
User_ID

25. Digital Analytics - Definition & Landscape
Google Confidential and Proprietary
Agenda
1
Google Analytics : Fundamentals
2
Measuring Multi Screens - Universal Analytics
3
In App Measurement In Multi-Screen World
4
Resources
5

26. Google Confidential and Proprietary
In App Measurement In Multi-Screen World:
Mobile App Analytics

27. Google Confidential and Proprietary
In App Measurement In Multi-Screen World:
Mobile App Analytics

28. Google Confidential and Proprietary
In App Measurement In Multi-Screen World:
Mobile App Analytics
How do people discover my app?
What keeps them coming back?
How can I motivate them?
What are the right price points?
When’s the right time?
How do I maximize returns?
LTV
“Answer the questions that matter”

29. Google Confidential and Proprietary
Overview
Mobile App Analytics

30. Google Confidential and Proprietary
Acquisition, How are users finding your App ?
Mobile App Analytics
Google Analytics Provides App-Specific Metrics
User profile

31. Google Confidential and Proprietary
AdWords Reporting, Measure Acquisition ROI
Mobile App Analytics
Google Analytics Provides App-Specific Metrics
User behavior
Actions and revenue

32. Google Confidential and Proprietary
How Is The App Being Used ?
Mobile App Analytics
Get Rich Behavioral Insights
• Are your users doing what you expect?
• Where are they spending their time?
• Where are they stuck?
• What’s blocking them?
• What do they want more of?
Which Section Of App Are Popular ?

33. Google Confidential and Proprietary
How Is The App Being Used ?
Mobile App Analytics
Get Rich Behavioral Insights
• Are your users doing what you expect?
• Where are they spending their time?
• Where are they stuck?
• What’s blocking them?
• What do they want more of?
Navigational Behaviour Within App

34. Google Confidential and Proprietary
How Is The App Being Used ?
Mobile App Analytics
Get Rich Behavioral Insights
• Are your users doing what you expect?
• Where are they spending their time?
• Where are they stuck?
• What’s blocking them?
• What do they want more of?
Crashes & Exceptions

35. Google Confidential and Proprietary
How Is The App Being Used ?
Mobile App Analytics
Get Rich Behavioral Insights
• Are your users doing what you expect?
• Where are they spending their time?
• Where are they stuck?
• What’s blocking them?
• What do they want more of?
Measuring User Intent Via Custom Interaction

36. Google Confidential and Proprietary
Whats The Goal Of Your App?
Mobile App Analytics
Robust tracking solution to fit different business model
App ROI Foundation

37. Google Confidential and Proprietary
Tagging Solution:
Mobile App Analytics
But not just Google Analytics…
Google Analytics Services SDK
Google Tag Manager
Without Updating Your App

38. Google Confidential and Proprietary
How GTM Fill The Gaps ?
Mobile App Analytics
• Google Analytics
• AdWords Conversion Tracking
• AdWords Remarketing
• Custom Tracking
• Change constants to variables
• Load the latest configs at start
• Within 12 hours all your users have the latest experience
Marketers
Developers

39. Google Confidential and Proprietary
Insights
Mobile App Analytics
• Discover where your high value users are
• Understand user journey and remove roadblocks
• Measure in app revenue
• Built for the multi-screen world

40. Google Confidential and Proprietary
Want More :
Analytics Academy

41. Digital Analytics - Definition
Google Confidential and Proprietary
Agenda
1
Google Analytics : Fundamentals
2
Measuring Multi Screens - Universal Analytics
3
In App Measurement In Multi-Screen World
4
Resources
5

42. Google Confidential and Proprietary
Resources:
●Get Started: https://analyticsacademy.withgoogle.com/
●Case Studies: http://google.com/analytics/customers
●Interpreting Reports: https://support.google.com/analytics
●Videos & Webinars: http://youtube.com/googleanalytics
●On Google+: http://plus.ly/analytics
●Avinash Kaushik's blog: http://www.kaushik.net
●Justin Cutroni's blog: http://www.cutroni.com/

43. Understand Platform & Data Model Of Tool
1
Google Confidential and Proprietary
Takeaways !
Segment, Segment & Segment
2
Leverage Universal Analytics Customization
3
In App Analytics : Ask The Right Questions
4
Sharpen The Saw : Analytics Academy
5

44. Google Confidential and Proprietary
One More Thing ...
Data Less Decision

45. Google Confidential and Proprietary
Thank
you!

46. Google Confidential and Proprietary
Bonus Slides

47. Google Confidential and Proprietary
Universal Analytics :
Enhanced Product Features
Data Import : Creating A Singular Marketing Measurement Platform
Dimensional Widening
Product
Processes
Cost Data Upload