Get more from Analytics with Google BigQuery - Javier Ramirez - Datawaki- BBVACI

javier ramirez
@supercoco9
Get more from
Analytics with
Google BigQuery
datawaki

about me
19 years working on software: banking, e-commerce,
government, CMS, start-ups...
founder of
https://datawaki.com
https://teowaki.com
Google Developer Expert on
the Cloud Platform
mail: hello@datawaki.com twitter: @supercoco9
datawaki

BigQuery
is awes..
I use Google
Analytics

javier ramirez @supercoco9 https://datawaki.com
Isn't Google Analytics
good enough?

Google Analytics is great but...
It lets you access aggregated data and reports, not
individual sessions/visits data.
Even premium accounts get sampled reports when
there are too many data (and not all the reports can
be unsampled).

If you need to manage many different segments, and
if you want to combine segments, it can get tricky.
Moreover, you can only segment or create reports
using the pre-defined filters, which might or not be
enough for you*.
*even if segments have experienced a huge
improvement with Universal Analytics

It's not easy to cross data in Analytics with data from
other sources (CRM, invoicing system...)
Now you can use Import Data from Universal
Analytics, but there are many constraints to what
you can do

Good for knowing what's happening in your
application, but difficult for:
* business intelligence/big data (data mining,
find patterns...)
* machine learning (classify information,
predict future trends...)

big data -analysed and organised
into information- has big value

BIG
DATA
HIPSTER
avier ramirez @supercoco9 https://datawaki.com

data that exceeds the
processing capacity of
conventional database
systems. The data is too big,
moves too fast, or doesn’t fit
the structures of your
database architectures.
Ed Dumbill
program chair for the O’Reilly Strata Conference

bigdata is cool but...
expensive cluster
hard to set up and monitor
not interactive enough

What if I could...
..query billions of rows in seconds..
..using a SQL-like web interface..
..on a fully managed cloud..
..paying only when I use it?

Designed to run analytics
over huge volumes of raw
data, and to integrate
with other data sources
Google BigQuery

Google BigQuery
Data analysis as a service
https://cloud.google.com/products/bigquery/

Google Analytics Premium
users get free daily
exports from GA to
BigQuery.
Google BigQuery + GA Premium

All your raw data.
Unsampled.
Use it however you want.
BOOM!
Google BigQuery + GA Premium

US Cellular Case Study
5th
largest US telecommunications company
over 10.6 million customers
They didn't know how many offline (in-store +
telesales) sales were originated by online media.
After combining GA data with other internal data,
they can more accurately attribute sales to
digital channel (website, social, search and display)
It helps them optimize their campaign and forecast
sales

data
schema
javier ramirez @supercoco9

it's just SQL

SELECT trafficSource.source, SUM( totals.transactions ) AS total_transactions
FROM playground.ga_sessions_20140621
GROUP BY trafficSource.source
ORDER BY total_transactions;
basic queries (metric/dimension)
SELECT device.isMobile, SUM ( totals.pageviews ) AS total_pageviews
GROUP BY device.isMobile
ORDER BY total_pageviews;

SELECT
IF(DOMAIN(trafficSource.source) is null,
trafficSource.source,
DOMAIN(trafficSource.source))
AS normalized_source,
SUM ( totals.transactions ) AS total_transactions
GROUP BY normalized_source
ORDER BY total_transactions;
basic queries
with a twist

SELECT ( SUM(total_transactionrevenue_per_user) / SUM(total_visits_per_user) )
AS avg_revenue_by_user_per_visit
FROM (
SELECT SUM(totals.visits) AS total_visits_per_user,
SUM( totals.transactionRevenue ) AS total_transactionrevenue_per_user,
visitorId
WHERE totals.visits>0
AND totals.transactions>=1
AND totals.transactionRevenue IS NOT NULL
GROUP BY visitorId ) ;
Average amount spent per visit

SELECT hits.item.productName AS other_purchased_products,
COUNT(hits.item.productName) AS quantity
WHERE fullVisitorId IN (
SELECT fullVisitorId
WHERE hits.item.productName CONTAINS 'Light Helmet'
AND totals.transactions>=1
GROUP BY fullVisitorId )
AND hits.item.productName IS NOT NULL
AND hits.item.productName !='Light Helmet'
GROUP BY other_purchased_products
ORDER BY quantity DESC;
Users who bought product A,
also bought product B

SELECT prod_name, count(*) as transactions
FROM
(
SELECT fullVisitorId, min(date) AS date, visitId,
hits.item.productName as prod_name
FROM (
SELECT fullVisitorId, date, visitId,
totals.transactions,
hits.item.productName FROM
(TABLE_DATE_RANGE([dataset.ga_sessions_],
TIMESTAMP('2014-06-01'),
TIMESTAMP('2014-06-14')))
)
WHERE fullVisitorId IN
(
SELECT fullVisitorId
FROM (TABLE_DATE_RANGE([dataset.ga_sessions_],
TIMESTAMP('2014-06-01'),
TIMESTAMP('2014-06-14')))
GROUP BY fullVisitorId
HAVING SUM(totals.transactions) > 1
)
AND hits.item.productName IS NOT NULL
GROUP BY fullVisitorId, visitId, prod_name ORDER BY
fullVisitorId DESC
)
GROUP BY prod_name ORDER BY transactions DESC;
* example query from the lunametrics blog. Check them out for more awesomeness
Products that
are purchased
and lead to
other products
being purchased

SELECT fullvisitorID, visitID, visitNumber, hits.page.pagePath
where hits.type='PAGE'
order by fullvisitorID, visitID, hits.hitnumber asc
Identify user path/user actions

individual users data is awesome
Cross CRM data with individual users actions to see
how your response to incidents affect your users.
Use the “frequently bought together” query and find
users who didn't buy the related products. Send an
e-mail campaign with an offer for those products.

integrating with external
data sources
* Connectors/REST API
* Export into GCS
* Import into BigQuery

BigQuery pricing
$20 per stored TB
$5 per processed TB
*the 1st
TB every month is free of charge
** GA premium get $500 free credit monthly

for GA premium users
BigQuery is effectively
for free
*unless you upload huge external data or make
huge queries

What if I don't have
a GA Premium
Account?

just send your own data
define a data structure that fits your needs
(or replicate the one GA provides)
use a JS snippet to send data to your server, then
to BigQuery

or use
Just add an extra snippet to your GA
datawaki

send data from any other source (CRM, back-end,
sensors, mobile apps, log system, external tools...)
datawaki

Postgre
SQL
Log
NGINX
Log
NGINX
Logstash
Redis
BigQuery
Neo4j
Ruby
Worker
Ruby
Worker
Rails
App
Alert
system
datawaki in a nutshell
Report
system
user
interaction
data
input

* Get full access to your data
* Receive reports by e-mail
* Get individual or group alerts
* if there is a purchase over $1000
* if a user has visited a product page over
20 times in one week and didn't buy
* if a product is seen over 200 times one hour
* every time a product reaches 5000 views
datawaki

Want to know more?
https://cloud.google.com/products/bigquery/
Need help?
https://teowaki.com/services
Thanks!
Gracias
Javier Ramírez
@supercoco9
datawaki

Get more from Analytics with Google BigQuery - Javier Ramirez - Datawaki- BBVACI

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