Brian Clifton, Google Analytics Expert & Renowned Author, opened the conference with his keynote, "10 Years of Google Analytics: How Digital Analytics Has Changed. Have You Adapted?"

1. BrianClifton.comBrianClifton.com
Brian Clifton
October 21, 2015
10 Years of Google Analytics
How digital analytics has changed. Have you adapted?

2. Circa 2005…
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X X
X
X X

3. User interface v1 (Google Analytics, 2005)
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2005

4. A short history of web analytics…
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2005 2006
Industry total:
30,000 accounts
Within the first week:
100,000 accounts created…!
2007
one year “pause”
11-Nov-2005
First free
enterprise tool

5. A short history of web analytics…
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2005 2007 2009 20132011 2015
Google Analytics : 30 million websites
Source: builtwith.com
30,000 accounts
Quantcast Top 10k
Quantcast Top 100k
Quantcast Top Million
70%
68%
61%

6. A short history of web analytics…
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2005 2007 2009 20132011 2015
Google Analytics : 30 million websites
Source: builtwith.com

7. A short history of Google Analytics…
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2005 2007 2009 20132011 2015
Free
(Nov 2005)
User Interface
(Apr 2007)
Custom reporting,
Advanced Segments
(Oct 2008)
Event tracking,
Async. tracking
(June 2009)
APIs
(from Apr 2009)
Intel. Events
(Nov 2009)
MCF
(Aug 2011)
Real-time,
Premium
(Sep 2011)
Flow viz.
(Oct 2011)
Universal & MP
(Oct 2012)
GTM
(Oct 2012)
Content Experiments
(Jun 2012)
Data Import
(Oct 2012)
Enhanced e-comm
(May 2014)
Attrib. modelling
(June 2013)
Phase 1
launch
Phase 2
features
Phase 3
enterprise features
Phase 4
integration…?

8. Flow Visualisation - Sankey charts
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9. The difference the GTM makes…
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Q: How much setup time-saving is gained?
๏ -50% When implementing directly
๏ -90% When working with a dev agency
How is this estimated? Post: bit.ly/1LcD4F9

10. Survey time…
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But, so what…?
Are you using these features,
and do they impact your business?

11. Real-time voting: govote.at/205aa4
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12. Results: Look out for a post form me on this soon…
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Votes = 166

13. BrianClifton.com 13
copyright 2015 Successful Analytics by Brian Clifton
Insights not features…

14. Insights not features, and not reports…
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Digital Analytics
(data collection, cleansing, analysis)
Insights
(knowledge, story telling, relevance)
Senior Management
(predict, forecast, plan)
Tools
Technology
Data
Success
Business
Strategy
Data Insights Strategy

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Segmentation

16. The segmentation difference
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An “average of averages”
Differentiated groups
you can optimise for

17. Measuring your REAL campaign performance
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100,000 visits
7%
50%
Traffic
volume
15%
10%
Existing customers
Relevant traffic
Non-relevant visits
Staff
New campaign
25%
1,000 visits (1%)

18. Defining segments
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1) Visitor characteristics
- staff, logged-in user, sections of website viewed etc.
2) Visitor actions
- they transacted, they downloaded, made contact etc.
3) Visitor labels
- existing lead or customer (purchased before)

19. Segment = “Engagers”
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Exclude = non-engagers

20. Typical result: 50% of visits “engaged”
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“Half the money I spend on
advertising is wasted; the
trouble is I don’t know
which half.”
-John Wannamaker (1838-1922)
(Engaged Visitors)
Optimise engagement:
-convert into customers
Minimise waste:
-adjust or cull campaigns

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Multi-Channel Funnels
&
Attribution Modelling

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Client request
Europe-based flight comparison engine
Covering 700 airlines—also hotels and car rentals, paid
for online
“Our AdWords ROI is so low that we cannot justify the
over-head of managing the account. Should we close it
and focus on other channels?“
Website
Real case study…

23. Who should get credit for a conversion…?
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100% credit given
(zero for other referrals)
Without the initial lead, there
may not have been sale!
AdWords Organic Affiliate
Email
Newsletter
Referrer 1 Referrer 2 Referrer 3 Referrer 4
First interaction
Last interaction
Assist interactions
Conversion

24. Conversions Conversion Value
Last Click = Adwords
Any path Adwords, but NOT last click
785
401
$515,129
$476,296
MCF: What is the contribution of AdWords…?
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two-thirds
one-third
50 / 50
Almost half the revenue
not being accounted for
emailbannerorganic AdWords
A
B
emailbanner organicAdWords
email bannerAdWords
emailbanner AdWordsAdWords

25. What do we do with extra revenue?
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0% ($0)
100% ($476,296)
Default
Opposite extreme
Reality
How much of this is
redistributed is the basis of
Attribution Modelling

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How can we best model the
real value of AdWords?

27. Different types of attribution models
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Last Click
Time decayLinear
First Click
Last non-direct click
CustomPosition based
Last non-AdWords click
Blog article:
bit.ly/1MFifnW

28. Custom attribution 70:10:20
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70%
first click
20%
last click
10% distributed evenly
Weak Brand:
In an industry with so many
competitors, the initial lead
has the highest value
Follow-up visits cement the
relationship Decision has already
been made

29. Attribution Modelling
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1.
2.
3.
4.
5.
6.
Client Learnings
• We need an analyst - can’t rely on default models
• New opportunities identified - see row 4 and 5
$14,866,323.00
$15,627,056.00
$2,190,567.00
$1,306,549.00
$539,312.00
$29,912.00
$14,285,605.46
$13,636,349.95
$3,714,335.56
$3,109,262.95
$1,073,150.98
$75,287.70
Organic Search
AdWords
Direct
Referral
Social Network
Other Advertising
2,007
1,691
335
208
84
6
1,910
1,557
474
384
135
11
-3.91%
-12.74%
69.56%
137.98%
98.99%
151.70%
Conversions Conversion Value Conversions Conversion Value
Last Interaction Custom
% change in
conversion value

30. BrianClifton.com 30
So what can we now do
that we couldn’t 10 years ago…?

31. For marketers…
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Organic Search
AdWords
Direct
Referral
Social Network
Other Advertising
Banners
Email
make it easier
and in one place de-silo ease of segmentation

32. For the rest of us…
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make it easier
and in one place (GTM) Integration?de-silo
APIs

33. BrianClifton.com 33
Thank you!

34. Another quick survey:
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govote.at/782310

35. Results: Look out for a post form me on this soon…
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36. Appendix
Google Docs Addons…
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