web analytics is becoming universal
Post on 11-Aug-2014
1.595 Views
Preview:
DESCRIPTION
TRANSCRIPT
Web analytics is becoming universal
Audun RundbergUX Camp Europe 2014
#uxce14
@audunru
Imagine that you’re running an airport...
StrikeVolcano ash
cloud
Aaah, the devices...
50% of users (2 of 4) are desktop + mobile users
User IDTrack users across
channels and touchpoints
Measurement ProtocolEnables offline tracking
Why?• More accurate picture of how people use your services
Examples:
• How many users have we got, really?• What’s our campaign revenue offline and online?
Last, but not least:
• Can we track cats?
YES!
RFID chip
RFID reader
Offline tracking
Offline tracking codehttps://ssl.google-analytics.com/collect?v=1&tid=UA-123456-1&cid= f10e2821-bbbe-4527-8a02-200352313bc0&t=event&ec=Cat&ea=Food&el=Nomnomnom
Offline tracking codehttps://ssl.google-analytics.com/collect?v=1&tid=UA-123456-1&cid= f10e2821-bbbe-4527-8a02-200352313bc0&t=event&ec=Cat&ea=Food&el=Nomnomnom
Offline tracking codehttps://ssl.google-analytics.com/collect?v=1&tid=UA-123456-1&cid= f10e2821-bbbe-4527-8a02-200352313bc0&t=event&ec=Cat&ea=Food&el=Nomnomnom
Offline tracking codehttps://ssl.google-analytics.com/collect?v=1&tid=UA-123456-1&cid= f10e2821-bbbe-4527-8a02-200352313bc0&t=event&ec=Cat&ea=Food&el=Nomnomnom
RFID
Demo time
Want to try?http://bit.ly/uxce14-universal
takes you to...
http://github.com/audunru/universal-analytics
User ID
User ID trackinghttps://ssl.google-analytics.com/collect?v=1&tid=UA-123456-1&cid= f10e2821-bbbe-4527-8a02-200352313bc0&uid=1234&t=event&ec=touch&ea=double-tap&el=menu-button
Username User ID
mr_rundberg 1234
superhans 5678
User ID = Anonymus (to
Google), unique and persistent
User ID+
Javascript
User ID+
Javascript
User ID+
Javascript or API
User ID+
Measurement Protocol
Demo time
Data layer and tag management
<script>dataLayer = [{ 'uid': 'zjTlQX5360f775f3cbaDBZGTC56', // User ID (anonymous) 'userRole': 'manager', // Employee or manager? 'userTitle': 'Senior Marketer', // Professional title 'lastModified': '1400074036', // Last modified (epoch) 'lastModifiedRelative': '3 weeks ago', // Last modified (relative) 'environment': 'production', // Host environment 'template': 'news article' // Current page template}];</script> The data layer is
your new best friend
Customer Experience Digital Data Acquisition 0.5
Last Modified: May 17, 2013
DRAFT Specification
Latest Version: http://www.w3.org/community/custexpdata/wiki/images/9/93/W3C_CustomerExperienceDigitalDataAcquisition_Draft_v0.5.pdf
Authors:
Individual Organization
Miles Fender Murray Williams
Accenture
Vinay Goel Reza Jalili Dave McNamee
Adobe
Jay Myers Best Buy
Jon Revill Blue Cross and Blue Shield of North Carolina
Blane Sims Jared Vestal Eric Lunt
BrightTag
Patrick Wyatt Criteo
Anna Long Eric Feinberg
Digital Analytics Association
Peter Loveday Digital Window
W3C is making a dataLayer
standard
One tag for
each thing you want to
track
Tracking downloads
is easier than ever
Outbound links
Do people scroll?
https://github.com/robflaherty/jquery-scrolldepth
http://bit.ly/uxce14-youtube
Do people play your videos?
Do people use these buttons on
your site?
Are people happy with your
content?
Are people happy with your
content?
Are people happy with your
content?
Found what you're looking for? June 08, 20144:50 AM EDT
Netlife Research Report generated by
Klipfolio.com lets you work
with the data and create
dashboards
These are crazy, crazy, crazy, crazy nightsweb analytics tools
Mixpanel lets you see
individual users’ activities
Unknown user Login or register Hi Audun! Conversion
Mixpanel kan stitch data before/after identifying the user
Unknown user Login or register Hi Audun! Conversion
Google Analytics keeps the data separate
Simba (1995-2014)
Thank you!
#uxce14
@audunru
top related