content analytics - the whys and hows for google analytics
TRANSCRIPT
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Reaktor Mannerheimintie 2 00100, Helsinki Finland
tel: +358 9 4152 0200 www.reaktor.com [email protected]
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Content analytics The Whys And Hows For Google Analytics
Simo Ahava Senior Data Advocate
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Simo AhavaSenior Data Advocate, Reaktor
Google Developer Expert, Google Analytics
Blogger, developer, www.simoahava.com
Twitter-er, @SimoAhava
Google+:er, +SimoAhava
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Plug-and-play AnalyticsData quality isn’t acquired — it’s earned
@SimoAhava from @ReaktorNow | #SMX | 17 Mar 2016
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Popular analytics platforms are designed for
9,352,458* different businesses.
* Author’s estimate, not an official figure
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When adopting a platform, we are forced to
adopt its definitions as well.
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Data quality is directly proportional to how well
these definitions are understood.
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Pageviews, really?
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"I came, I puked, I left" Avinash Kaushik
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Or did I?
"I came, I puked, I left" Avinash Kaushik
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Time spent doing…what?
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The Engagement Funnel
@SimoAhava from @ReaktorNow | #SMX | 17 Mar 2016
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VISIBLE PAGE VIEWS Had the page in focus in the browser
AVG. ENGAGEMENT Interacted with the page
READ RATE Read the page
PAGEVIEWS Requested the page in the browser
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Tabbed browsing
Idling / title-scanning
Returning readers / longer articles / skip to comments
ABANDONMENT
VISIBLE PAGE VIEWS Had the page in focus in the browser
AVG. ENGAGEMENT Interacted with the page
READ RATE Read the page
PAGEVIEWS Requested the page in the browser
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Initial impact
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Engaged Visitors
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Readers
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1: GUIDES
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http://goo.gl/qIRTVL
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http://goo.gl/qIRTVL
PAGE VISIBILITY API
- Create a Trigger condition, which only fires when the page is visible in the browser
- Create a Trigger, which only fires when the page visibility changes
- Create a Variable, which returns the visibility state of the page in the browser
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http://goo.gl/27TOqn
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CONTENT ENGAGEMENT- Measure the active engagement time on the page
- This includes clicks, scroll, mouse movement, key presses
- Add a 5-second-long grace period after the last engagement
- Use Calculated Metrics to display the Average Engagement Time per page
http://goo.gl/27TOqn
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http://goo.gl/xAOO6V
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CONTENT AS ECOMMERCE- Track content as products, and the entire content
experience as a Shopping Behavior Funnel
- Track scroll depth as a Checkout
- Track bottom-of-content and dwell time as a Purchase
- Track Read Rate as purchases per content view
http://goo.gl/xAOO6V
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2: INCENTIVES
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V Best
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V S Best Best
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V S CBest Best Best
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Data is difficultIt’s supposed to be
@SimoAhava from @ReaktorNow | #SMX | 17 Mar 2016
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Thank [email protected]
www.simoahava.com
Twitter: @SimoAhava
Google+: +SimoAhava
Data is difficult - http://goo.gl/b4wfXK
10 Truths About Data - http://goo.gl/EpesEj
The Schema Conspiracy - http://goo.gl/9RYNGU
Further reading: