DAA San Francisco presents ‘Optimizing Your Analytics Career’

Tuesday, April 14, 2015 | 10:20 AM


The Digital Analytics Association (DAA) San Francisco Chapter is hosting an evening of networking and conversation on the topic of ‘Optimizing Your Analytics Career’. 

We’d like to invite you to join us for an evening of networking and to hear from a great panel of seasoned experts and analytics newbies on their career paths, goals, and what the future holds. Come with your questions in mind and ask our experts everything you’ve wanted to know and discuss about excelling in the analytics industry.

Moderator: Krista Seiden, Analytics Advocate, Google

By attending you will:
  • Network with industry leaders and enjoy great casual conversations with your fellow analytics peers
  • Hear from our seasoned experts about their career paths, interests, educational opportunities, and skillsets needed in the analytics industry
Theme: Optimizing Your Analytics Career
When: Thursday April 23rd, 6:00pm - 8:00pm (career panel starting around 6:40pm)
Where: Roe Restaurant, 651 Howard St, San Francisco, CA 94105
Cost: The cost to attend the event is free for DAA members, $15 for non-members and $5 for students (students use this promo code: SFstudent). Students can join the DAA for $39 and also get admission to our annual symposium for free.

This will be an excellent opportunity to connect with your fellow analytics professionals and learn more about advancing in your profession. Join us!

Event website and registration: register here.

This event is organized by local DAA members and volunteers. We encourage you to become a member of the DAA and join our local efforts. Become a member and reach out to one of the local chapter leaders, Krista, Charles or Feras.

Posted by Krista Seiden, Analytics Advocate

Tackling Quantitative PR Measurement with AirPR & Google Analytics

Wednesday, April 08, 2015 | 9:30 AM

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The following is a guest post by Leta Soza. Leta is the PR Engineer at AirPR where she lives and breathes PR strategy, content marketing, community cultivation, and analytics. Her analytics adoration stems from the firmly rooted belief that you can’t manage what you can’t measure, so bring on the data. She works with everyone from Fortune 500 companies to innovative startups in order to assist them in proving the ROI of their PR efforts while optimizing their strategies. 

It’s no secret that PR has historically been difficult to measure… quantitatively that is.

PR pros have always had to rely on less than stellar metrics (AVEs, impressions calculations, etc.) to show ROI, and with seemingly no viable reporting alternatives, PR has basically been relegated to the budgetary back seat.

For years, the industry has struggled to prove its value, lagging behind in technological innovation. But as every aspect of business becomes driven by data, vanity metrics are becoming unacceptable and PR is being held accountable for demonstrating its impact on the bottom line.

At AirPR, we’ve made it our mission to provide analytics, insights, and measurement solutions for the rapidly evolving PR industry. Our Analyst product focuses on increasing overall PR performance while seeking to solve systemic industry challenges through the application of big data.

Analyst, our measurement and insights solution, was created to assist PR and communication professionals in understanding what’s moving the needle in terms of their business objectives. 

Interested in how many potential customers came to your website from that press hit? Curious which authors drove the most social amplification during a specific quarter? Want to more deeply understand message pull-through or even attribute revenue? Analyst simplifies getting these answers.

One of the key features of Analyst is our unique integration with Google Analytics. Our integration arms Analyst users with a comprehensive snapshot of the PR activities driving business objectives, as well as the insights to understand the media placements (earned or owned) that are achieving specific company aims, giving PR professionals a single dashboard dedicated to displaying the performance of their efforts. Completing the GA integration creates a comprehensive view of the most meaningful and actionable PR data in aggregate which then allows users to click into any piece of data for more context. 
AirPR Analyst Dashboard (click for full-sized image)

In PR attribution is key, so we leverage Google Analytics data in order to display PR-specific performance and demonstrate ROI. Our aim: To change the way the industry thinks about PR analytics, insights, and measurement and to provide the solutions that support this shift. 

To quote legendary management consultant Peter Drucker, “In this new era of ‘big data’ it is even more important to convert raw data to true information.” Our goal is to deliver actionable and meaningful information. When decision makers understand what’s working, they can increase effort on certain aspects, eliminate others, and make impactful budget allocation decisions for future PR campaigns, much like they do for advertising.

To learn more about AirPR Analyst, check us out in the Google Analytics app gallery.

Posted by Leta Soza, PR Engineer at AirPR 

Google Analytics Introduces Product Release Notes

Tuesday, March 31, 2015 | 10:40 AM


Ever feel like you just can’t keep up with all the new features in Google Analytics? We hear you! To help you keep track of everything that’s going on, we’ve started publishing Release Notes in our product Help Center.

Release notes will be updated periodically and will have the most comprehensive list of new features or changes to the Google Analytics product. So, if you see something new in your account and have questions, we recommend starting here. We’ll point you to the relevant documentation to get you up to speed on everything you need to know.

We're happy to be adding another resources to keep our users informed. Check it out today!

Posted by Louis Gray, Analytics Advocate

Solutions Guide for Implementing Google Analytics via Google Tag Manager

Thursday, March 26, 2015 | 11:22 AM

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Marketers, developers, and practitioners of analytics depend on having the right data at the right time - but implementing analytics code or AdWords pixels can be a less than fun (or easy) experience. Google Tag Manager makes tagging simple and fast by letting you add tags with a simple UI instead of code, while also offering advanced tracking features used by some of the web’s top sites.

Today we’re excited to announce the launch of the Solutions Guide section on the Google Analytics and Google Tag Manager Help Centers. The Solutions Guide area is focused on providing actionable, hands on, step-by-step instructions for implementing Google Analytics, AdWords, DoubleClick, and other third party tags via Google Tag Manager. 

In this guide, you’ll learn:
  • When and why to use Google Tag Manager
  • Best practices for naming conventions and setup tips
  • When to choose the Data Layer or the Tag Manager UI
  • How to implement GA event tracking, custom dimensions & cross-domain tracking
  • How to setup AdWords, Doubleclick, and Dynamic Remarketing tags in GTM
We’re thrilled to share this with you and hope you find it helpful as you implement Google Tag Manager.

Check out the new GTM Solutions Guide today!

Happy Tagging.

Posted by Krista Seiden, Analytics Advocate

Evolving Beyond The Conversion With Neil Hoyne

Wednesday, March 25, 2015 | 4:44 PM


Measurement is constantly evolving, and while metrics by themselves each tell us something interesting, they do not necessarily tell the whole story or equally important, what to do next. In essence, our tools provide the what, but not always the why. As marketers and analysts, we need to put in the work and be able to take the next steps with our data: tell the whole story to our teams and stakeholders and be consultative in decision making and direction.

This is really important to get right, because use of data for companies is still new territory for many (frequently, decisions are still just based on how marketers feel). And while this may have been fine in a pre-digital age, the future of your company may very well depend on embracing analytics. With fragmentation of users and channels, there’s just too much for anyone to do. So it comes down to knowing what really works and why - these are the modern modern keys to success.

In this recent talk, Googler Neil Hoyne, Global Program Manager Customer Analytics shares how to embrace the above as well as take the next steps with your measurement.

A few key takeaways:
  • You need to evolve your measurement plan to better fit the state of the web & complex customer journey (see our recent measurement guide to help).
  • Question if you have the right goals or you need to adjust, and don’t be afraid to change goals if need be. Really make sure you have the right macro & micro conversions.
  • Build an attribution model (also see our guide) that works for your brand, considering the unique factors that make up your business and what messages make sense in each different context (for example, mobile, social, email, etc). 
  • Measure your customers in a user-centric way, move beyond the old session-based world.
Watch the whole talk embedded below:
And be sure and connect with Neil on Twitter and Google+

Posted by the Google Analytics Team

Build a loyal user base with three new Mobile App Analytics reports

Thursday, March 05, 2015 | 10:59 AM


Successful developers understand that in order to have a popular app, focusing on retaining a loyal user base is just as important as driving new installs. Today at the Game Developer Conference in San Francisco, we introduced new reports that will help you measure how to do this in two meaningful ways. We’re happy to announce that Mobile App Analytics will now let you understand how users come back to your app day after day, and provide the rich insights you need in order to measure their value over time. Let’s take a look at how these new reports can help make your app a hit.

Active Users
The active user report displays your 1-day, 7-day, 14-day and 30-day trailing active users next to each other in one, easy-to-view dashboard. The new overview gives immediate insights into how users interact with your app over time, along with dropoff rate comparisons. With this report, an app download is only the beginning of a potentially valuable relationship with your new users.

Benchmark active users at 1-7-14-30 days by selecting the segments you want. (Click to enlarge image)
While these metrics help you monitor your active user trends, when put into context they can answer important questions about your user acquisition strategies. For example, if you are investing in different campaigns, you can compare the cost of retaining users acquired via paid traffic versus organic to understand if you are attracting the right type of users. Not only can you measure your cost effectiveness, but you can also continue to monitor whether or not the users you paid for are still coming back after the campaign is over. This is particularly important when trying to keep your loyal user base engaged and happy with your app.

Lior Romano, Founder and CEO of Gentoo Labs (the makers of  Contacts+ for iOS and Android), was one of the first customers to try out this new report during our beta test period. He found the Active Users report especially useful when managing and organizing all their information at-a-glance: “We love the new Google Analytics Active Users feature -- it's a real time-saver! We get a quick overview of the 1/7/14/30-day active user trends side by side in a snap, which helps us to easily track our main metrics.”

Cohort Analysis
After learning how many users have opened your app, the next step in driving engagement is understanding when they come back. Cohort Analysis is a user analysis technique that allows you to analyze and compare your users by looking at their customer journey. Using Cohort Analysis, you can see when users are coming back to your app and their behavior over time after the day of the first session, and lets you further filter the information by day, week or month. We’ve also added the ability to compare different segments of users based on the day of the first install. 

In order to validate your user acquisition strategies, Cohort analysis lets you compare different periods or campaigns. For example, you can compare different weeks or months to measure the retention effectiveness of a single channel to see if you continue to attract valuable users throughout a campaign. The flexibility of the report also allows you to see how much time users are spending in an app as they come back day after day. With these valuable insights, Mobile App Analytics users can tailor their acquisition campaigns or app experience, just as our partner E-Nor did: “Cohort analysis in GA made it easy for E-Nor to gauge the effectiveness of lead nurturing efforts during an app free-trial promotion campaign. The analysis clearly showed that many users responded well to email and in-app reminders, resulting in over 50% retention between the 3rd and 5th day post sign-up as opposed to 30% in the first and 2nd day.

See at a glimpse when users are coming back to your app. (Click to enlarge image)

Lifetime Value
Analyzing retention is a great way to ensure users stick with your app and come back day after day. With Lifetime Value reporting, you’ll get a full picture of these users’ value over time. To get the most out of this report, it’s important to start with a clear definition of what a user’s value means to you based on your business objectives. Once you’ve defined the value, you can access the report to measure certain variables such as revenue per user and number of screen views per user over a period of 90 days. For example, if the goal of your app is to get users to purchase virtual or material goods, you’ll want to use this report to get a clear view of when they make a purchase and how much they are spending in your app over time.

Lifetime Value is a key metric to use to measure the effectiveness of your acquisition campaigns. If your cost to acquire a new user is higher than the average value over time, you might want to optimize your campaigns to meet the lifetime revenue they generate. Lifetime Value is particularly valuable if you offer in-app purchases, but it can be applied to discovering many other useful insights, such as number of times they open your app, total number of screens and goal completions.

Session duration per users compared to goal completion over a 60 day window. (Click to enlarge image)

How to get started
Cohort Analysis report can be found under the ‘Audience’ section in your Google Analytics account, and is now available in beta. Lifetime Value and Active Users reports are coming soon to all Analytics accounts.

To get started login into your Analytics account and look for the new reports under the Audience section. 

Posted by Gene Chan and Rahul Oak on behalf of the Google Analytics Team

Safe Browsing and Google Analytics: Keeping More Users Safe, Together

Thursday, February 26, 2015 | 10:23 AM


The following was originally posted on the Google Online Security Blog.

If you run a web site, you may already be familiar with Google Webmaster Tools and how it lets you know if Safe Browsing finds something problematic on your site. For example, we’ll notify you if your site is delivering malware, which is usually a sign that it’s been hacked. We’re extending our Safe Browsing protections to automatically display notifications to all Google Analytics users via familiar Google Analytics Notifications.

Google Safe Browsing has been protecting people across the Internet for over eight years and we're always looking for ways to extend that protection even further. Notifications like these help webmasters like you act quickly to respond to any issues. Fast response helps keep your site—and your visitors—safe.

Posted by: Stephan Somogyi, Product Manager, Security and Privacy