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📈 🚀
Andy Young, 500 Startups / Freelance
Turing Festival 2016
Analytics tools and tips for marketers in 2016
Data-driven G...
Andy Young - @andyy - http://bit.ly/analytics-turing
Hi, I’m Andy!
@andyy
#fb
Photo by Dan Taylor - dan@heisenbergmedia.com
Andy Young - @andyy - http://bit.ly/analytics-turing
Agenda
Why analytics?
Deconstructing the modern analytics stack
Lies,...
Andy Young - @andyy - http://bit.ly/analytics-turing 🤔
Why analytics?
Andy Young - @andyy - http://bit.ly/analytics-turing
Don’t start with the data
Andy Young - @andyy - http://bit.ly/analytics-turing
Common Analytics FAILS
• Drowning in data
• Not identifying 

key que...
Andy Young - @andyy - http://bit.ly/analytics-turing
Common Analytics FAILS
• Drowning in data
• Not identifying 

key que...
Andy Young - @andyy - http://bit.ly/analytics-turing
We need to know how we’re doing
Andy Young - @andyy - http://bit.ly/analytics-turing
• Overall business/product
• Individual experiments, campaigns, chann...
Andy Young - @andyy - http://bit.ly/analytics-turing
• Overall business/product
• Individual experiments, campaigns, chann...
Andy Young - @andyy - http://bit.ly/analytics-turing
Analytics Pros..
• Start with a hypothesis
• Identify, collect + anal...
Andy Young - @andyy - http://bit.ly/analytics-turing
Analytics for Growth
📈
Andy Young - @andyy - http://bit.ly/analytics-turing
Growth?
•More users
•More revenue
Andy Young - @andyy - http://bit.ly/analytics-turing
Analytics techniques
• Early stage:

- innovation accounting (Lean St...
Andy Young - @andyy - http://bit.ly/analytics-turing
Analytics techniques
• Early stage:

- innovation accounting (Lean St...
Andy Young - @andyy - http://bit.ly/analytics-turing
Early stage questions
Andy Young - @andyy - http://bit.ly/analytics-turing
Are we getting traction?
Andy Young - @andyy - http://bit.ly/analytics-turing
“Traction is the
rate
at which
monetizable value
is extracted
from cu...
Andy Young - @andyy - http://bit.ly/analytics-turing
Innovation
accounting?
Andy Young - @andyy - http://bit.ly/analytics-turing
Cohort analysis?
Andy Young - @andyy - http://bit.ly/analytics-turing
Andy Young - @andyy - http://bit.ly/analytics-turing
Andy Young - @andyy - http://bit.ly/analytics-turing
Growth stage questions
Andy Young - @andyy - http://bit.ly/analytics-turing
Are we growing?
Andy Young - @andyy - http://bit.ly/analytics-turing
Growth Accounting
Andy Young - @andyy - http://bit.ly/analytics-turing
Are we growing?
Andy Young - @andyy - http://bit.ly/analytics-turing
Growth Accounting
Andy Young - @andyy - http://bit.ly/analytics-turing
Growth Accounting
👌👉 http://bit.ly/social-capital-growth-accounting
Andy Young - @andyy - http://bit.ly/analytics-turing
Funnel performance?
Andy Young - @andyy - http://bit.ly/analytics-turing
As marketers

we need to understand
the full funnel
Andy Young - @andyy - http://bit.ly/analytics-turing
Growth stage
Which channels bring 

the most customers?
Which channel...
Andy Young - @andyy - http://bit.ly/analytics-turing
How much do we want to
pay per click?
Andy Young - @andyy - http://bit.ly/analytics-turing
How much do we want to
pay per click?
..as much as possible?!
Outspen...
Andy Young - @andyy - http://bit.ly/analytics-turing
Customer segmentation
& channel performance
For different groups of c...
Andy Young - @andyy - http://bit.ly/analytics-turing
Customer segmentation
Users acquired via different channels

will hav...
Andy Young - @andyy - http://bit.ly/analytics-turing
These are all properties of your users
UTM tags: source, medium, camp...
Andy Young - @andyy - http://bit.ly/analytics-turing
Demystifying
direct traffic?
Andy Young - @andyy - http://bit.ly/analytics-turing
Demystifying
direct traffic?
Andy Young - @andyy - http://bit.ly/analytics-turing
Tag all the things!
Aim: map all Direct + Referral traffic

to a spec...
Andy Young - @andyy - http://bit.ly/analytics-turing
Landing
page:

often a big
clue to source
Andy Young - @andyy - http://bit.ly/analytics-turing
Cross-device?
Offline channels?
Andy Young - @andyy - http://bit.ly/analytics-turing
Cross-device?
• Common pattern: 

Research on mobile/tablet, 

purcha...
Andy Young - @andyy - http://bit.ly/analytics-turing
Cross-device attribution?
https://www.twilio.com/blog/2012/11/increas...
Andy Young - @andyy - http://bit.ly/analytics-turing
Filling the
attribution
blanks..
https://twitter.com/cannonjw/status/...
Andy Young - @andyy - http://bit.ly/analytics-turing
Filling the
attribution
blanks..
https://twitter.com/cannonjw/status/...
Andy Young - @andyy - http://bit.ly/analytics-turing
Geographic A/B tests
https://econsultancy.com/blog/64204-12-inspiring...
Andy Young - @andyy - http://bit.ly/analytics-turing
Brand vs. non-brand terms
for organic + paid search channels
Andy Young - @andyy - http://bit.ly/analytics-turing
Channel Groupings
Andy Young - @andyy - http://bit.ly/analytics-turing
Attribution models?
• First touch? Last touch? Multi-touch?
Andy Young - @andyy - http://bit.ly/analytics-turing
Attribution models?
• First touch? Last touch? Multi-touch?
• First t...
Andy Young - @andyy - http://bit.ly/analytics-turing
Most campaigns FAIL
Andy Young - @andyy - http://bit.ly/analytics-turing
Most campaigns fail
..but most every failed campaign will contain
par...
Andy Young - @andyy - http://bit.ly/analytics-turing
Pulling this all together
Why analytics?
Deconstructing the modern an...
Andy Young - @andyy - http://bit.ly/analytics-turing
What to track?
• Discovery / Acquisition
• Activation
• Engagement
• ...
Andy Young - @andyy - http://bit.ly/analytics-turing
So many platforms
Andy Young - @andyy - http://bit.ly/analytics-turing
So many platforms
¯_( )_/¯
Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality
do you need?
Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?
• Session/Pageview Analytics

Google ...
Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?
• Session/Pageview Analytics

Google ...
Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?
• Session/Pageview Analytics

Google ...
Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?
• Session/Pageview Analytics

Google ...
Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?
• Session/Pageview Analytics

Google ...
Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?
• Session/Pageview Analytics

Google ...
Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?
• Session/Pageview Analytics

Google ...
Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?
• Session/Pageview Analytics

Google ...
Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?
• Session/Pageview Analytics

Google ...
Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?
• Session/Pageview Analytics

Google ...
Andy Young - @andyy - http://bit.ly/analytics-turing
What functionality do you need?
• Session/Pageview Analytics

Google ...
Andy Young - @andyy - http://bit.ly/analytics-turing
How to pick?
• What functionality do you need?
• Who will be using it...
Andy Young - @andyy - http://bit.ly/analytics-turing
How to pick?
Things to be wary of:
• Data lock-in, future portability...
Andy Young - @andyy - http://bit.ly/analytics-turing
Tools are not a panacea
Andy Young - @andyy - http://bit.ly/analytics-turing
Biggest single factor?
Andy Young - @andyy - http://bit.ly/analytics-turing
Biggest single factor?
Quality of your 

tracking implementation
- Co...
Andy Young - @andyy - andy@apexa.co.uk
Use a tag manager
Andy Young - @andyy - andy@apexa.co.uk
Data collection: Segment.com
Andy Young - @andyy - http://bit.ly/analytics-turing
👉 http://sitehound.co
Free code!
Andy Young - @andyy - http://bit.ly/analytics-turing
Dashboards?
Andy Young - @andyy - http://bit.ly/analytics-turing
What makes a
good dashboard?
Andy Young - @andyy - http://bit.ly/analytics-turing
👉 http://bit.ly/kpi-sheet
Andy Young - @andyy - http://bit.ly/analytics-turing
Growth model spreadsheet
• Review weekly - zoom out vs. zoom in
• Sha...
Andy Young - @andyy - http://bit.ly/analytics-turing
Metrics are people too
Every metric should be measured in

unique peo...
Andy Young - @andyy - http://bit.ly/analytics-turing
Joining the dots
Plugging all these tools and platforms together
Andy Young - @andyy - http://bit.ly/analytics-turing
Initially, manual is OK!
Andy Young - @andyy - http://bit.ly/analytics-turing
Initially, manual is OK!
• Forcing function to ensure we:
• learn wha...
Andy Young - @andyy - http://bit.ly/analytics-turing
Automate over time
to reduce effort
Andy Young - @andyy - http://bit.ly/analytics-turing
Plumbing for automation
• Zapier, Tray.io
• Supermetrics, Blockspring...
Andy Young - @andyy - http://bit.ly/analytics-turing
Why analytics?
Deconstructing the modern analytics stack
Lies, damn l...
Andy Young - @andyy - http://bit.ly/analytics-turing
The numbers
never add up
Andy Young - @andyy - http://bit.ly/analytics-turing
The 5 stages of

(Analytics) 

Grief
Andy Young - @andyy - http://bit.ly/analytics-turing
The 5 stages of Analytics Grief
• Denial
Andy Young - @andyy - http://bit.ly/analytics-turing
FB ad clicks
vs.
GA visits
Andy Young - @andyy - http://bit.ly/analytics-turing
The 5 stages of Analytics Grief
• Denial
• Anger
Andy Young - @andyy - http://bit.ly/analytics-turing
Mixpanel vs. own database
Andy Young - @andyy - http://bit.ly/analytics-turing
The 5 stages of Analytics Grief
• Denial
• Anger
• Bargaining
Andy Young - @andyy - andy@apexa.co.uk
Measure
Twice:
Compare
data across
different tools
https://jeffpeachey.com/2010/12/...
Andy Young - @andyy - http://bit.ly/analytics-turing
The 5 stages of Analytics Grief
• Denial
• Anger
• Bargaining
• Depre...
Andy Young - @andyy - http://bit.ly/analytics-turing
Where did
it all go
wrong?
Andy Young - @andyy - http://bit.ly/analytics-turing
Where did
it all go
wrong?
• The data is bad
• Our definitions are wr...
Andy Young - @andyy - http://bit.ly/analytics-turing
The numbers never add up
• Absolute truths
• Signups, Transactional d...
Andy Young - @andyy - http://bit.ly/analytics-turing
Even if the numbers do add up,
they are still often misleading
Andy Young - @andyy - http://bit.ly/analytics-turing
Andy Young - @andyy - http://bit.ly/analytics-turing
Data discrepancies
Google Analytics vs. Mixpanel
• Definition of uniq...
Andy Young - @andyy - http://bit.ly/analytics-turing
Data discrepancies
• Page did not finish loading

- e.g. tag manager,...
Andy Young - @andyy - http://bit.ly/analytics-turing
The 5 stages of Analytics Grief
• Denial
• Anger
• Bargaining
• Depre...
Andy Young - @andyy - http://bit.ly/analytics-turing
3-5% discrepancies between
platforms?
Roll with it.
Andy Young - @andyy - http://bit.ly/analytics-turing
Large (>5%) difference?
Debug/analyse to figure out why
Andy Young - @andyy - http://bit.ly/analytics-turing
Takeaways?
Andy Young - @andyy - http://bit.ly/analytics-turing
Secrets to successful analytics
• Start with your questions / hypothe...
Andy Young - @andyy - http://bit.ly/analytics-turing
The numbers tell us What
They don’t tell us Why
Thanks, & good luck!
@andyy // andy@apexa.co.uk
Slides: bit.ly/analytics-turing
Andy Young - @andyy - http://bit.ly/analytics-turing
References & further reading
• My more in-depth analytics presentatio...
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Data-driven Growth - Analytics & Attribution for Marketers in 2016 | Turing Festival

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Data-driven Growth - Analytics & Attribution for Marketers in 2016 | Turing Festival

Data-driven Growth - Analytics & Attribution for Marketers in 2016 | Turing Festival

  1. 1. 📈 🚀 Andy Young, 500 Startups / Freelance Turing Festival 2016 Analytics tools and tips for marketers in 2016 Data-driven Growth
  2. 2. Andy Young - @andyy - http://bit.ly/analytics-turing Hi, I’m Andy! @andyy #fb Photo by Dan Taylor - dan@heisenbergmedia.com
  3. 3. Andy Young - @andyy - http://bit.ly/analytics-turing Agenda Why analytics? Deconstructing the modern analytics stack Lies, damn lies, and tech metrics..
 - analytics in the real world
  4. 4. Andy Young - @andyy - http://bit.ly/analytics-turing 🤔 Why analytics?
  5. 5. Andy Young - @andyy - http://bit.ly/analytics-turing Don’t start with the data
  6. 6. Andy Young - @andyy - http://bit.ly/analytics-turing Common Analytics FAILS • Drowning in data • Not identifying 
 key questions to answer • Not starting with
 clear hypotheses
  7. 7. Andy Young - @andyy - http://bit.ly/analytics-turing Common Analytics FAILS • Drowning in data • Not identifying 
 key questions to answer • Not starting with
 clear hypotheses
  8. 8. Andy Young - @andyy - http://bit.ly/analytics-turing We need to know how we’re doing
  9. 9. Andy Young - @andyy - http://bit.ly/analytics-turing • Overall business/product • Individual experiments, campaigns, channels, customer segments We need to know how we’re doing
  10. 10. Andy Young - @andyy - http://bit.ly/analytics-turing • Overall business/product • Individual experiments, campaigns, channels, customer segments We need to know how we’re doing • What is working? • What is not? • Where to focus for improvement?
  11. 11. Andy Young - @andyy - http://bit.ly/analytics-turing Analytics Pros.. • Start with a hypothesis • Identify, collect + analyse necessary relevant data • Conclude & action • Iterate, revise
  12. 12. Andy Young - @andyy - http://bit.ly/analytics-turing Analytics for Growth 📈
  13. 13. Andy Young - @andyy - http://bit.ly/analytics-turing Growth? •More users •More revenue
  14. 14. Andy Young - @andyy - http://bit.ly/analytics-turing Analytics techniques • Early stage:
 - innovation accounting (Lean Startup)
 - cohort analysis
  15. 15. Andy Young - @andyy - http://bit.ly/analytics-turing Analytics techniques • Early stage:
 - innovation accounting (Lean Startup)
 - cohort analysis • Growth stage:
 - growth accounting
 - customer segmentation
 - channel analysis
 - funnel economics
  16. 16. Andy Young - @andyy - http://bit.ly/analytics-turing Early stage questions
  17. 17. Andy Young - @andyy - http://bit.ly/analytics-turing Are we getting traction?
  18. 18. Andy Young - @andyy - http://bit.ly/analytics-turing “Traction is the rate at which monetizable value is extracted from customers”
  19. 19. Andy Young - @andyy - http://bit.ly/analytics-turing Innovation accounting?
  20. 20. Andy Young - @andyy - http://bit.ly/analytics-turing Cohort analysis?
  21. 21. Andy Young - @andyy - http://bit.ly/analytics-turing
  22. 22. Andy Young - @andyy - http://bit.ly/analytics-turing
  23. 23. Andy Young - @andyy - http://bit.ly/analytics-turing Growth stage questions
  24. 24. Andy Young - @andyy - http://bit.ly/analytics-turing Are we growing?
  25. 25. Andy Young - @andyy - http://bit.ly/analytics-turing Growth Accounting
  26. 26. Andy Young - @andyy - http://bit.ly/analytics-turing Are we growing?
  27. 27. Andy Young - @andyy - http://bit.ly/analytics-turing Growth Accounting
  28. 28. Andy Young - @andyy - http://bit.ly/analytics-turing Growth Accounting 👌👉 http://bit.ly/social-capital-growth-accounting
  29. 29. Andy Young - @andyy - http://bit.ly/analytics-turing Funnel performance?
  30. 30. Andy Young - @andyy - http://bit.ly/analytics-turing As marketers
 we need to understand the full funnel
  31. 31. Andy Young - @andyy - http://bit.ly/analytics-turing Growth stage Which channels bring 
 the most customers? Which channels bring 
 the best customers?
  32. 32. Andy Young - @andyy - http://bit.ly/analytics-turing How much do we want to pay per click?
  33. 33. Andy Young - @andyy - http://bit.ly/analytics-turing How much do we want to pay per click? ..as much as possible?! Outspend competitors Activate new channels
  34. 34. Andy Young - @andyy - http://bit.ly/analytics-turing Customer segmentation & channel performance For different groups of customers: • Where do they come from? • How do they behave?
  35. 35. Andy Young - @andyy - http://bit.ly/analytics-turing Customer segmentation Users acquired via different channels
 will have different behaviours Different cohorts will have 
 different experiences of your product Different users will have been exposed to
 different A/B tests
  36. 36. Andy Young - @andyy - http://bit.ly/analytics-turing These are all properties of your users UTM tags: source, medium, campaign, terms Landing page Signup time A/B test buckets Referrer Viral source Customer segmentation
  37. 37. Andy Young - @andyy - http://bit.ly/analytics-turing Demystifying direct traffic?
  38. 38. Andy Young - @andyy - http://bit.ly/analytics-turing Demystifying direct traffic?
  39. 39. Andy Young - @andyy - http://bit.ly/analytics-turing Tag all the things! Aim: map all Direct + Referral traffic
 to a specific source/medium Do this for Email, Social,
 Offline(!).. Tagging guide:
 - bit.ly/tagging-guide
 - bit.ly/utm-reference
  40. 40. Andy Young - @andyy - http://bit.ly/analytics-turing Landing page:
 often a big clue to source
  41. 41. Andy Young - @andyy - http://bit.ly/analytics-turing Cross-device? Offline channels?
  42. 42. Andy Young - @andyy - http://bit.ly/analytics-turing Cross-device? • Common pattern: 
 Research on mobile/tablet, 
 purchase on tablet/desktop • Challenge: attribution on mobile • We need: unique identifying information
 E.g. email, mobile/cell #
  43. 43. Andy Young - @andyy - http://bit.ly/analytics-turing Cross-device attribution? https://www.twilio.com/blog/2012/11/increase-app-downloads-with-mobile-app-distribution-powered-by-twilio.html
  44. 44. Andy Young - @andyy - http://bit.ly/analytics-turing Filling the attribution blanks.. https://twitter.com/cannonjw/status/432586695490670592
  45. 45. Andy Young - @andyy - http://bit.ly/analytics-turing Filling the attribution blanks.. https://twitter.com/cannonjw/status/432586695490670592
  46. 46. Andy Young - @andyy - http://bit.ly/analytics-turing Geographic A/B tests https://econsultancy.com/blog/64204-12-inspiring-marketing-campaigns-from-google/
  47. 47. Andy Young - @andyy - http://bit.ly/analytics-turing Brand vs. non-brand terms for organic + paid search channels
  48. 48. Andy Young - @andyy - http://bit.ly/analytics-turing Channel Groupings
  49. 49. Andy Young - @andyy - http://bit.ly/analytics-turing Attribution models? • First touch? Last touch? Multi-touch?
  50. 50. Andy Young - @andyy - http://bit.ly/analytics-turing Attribution models? • First touch? Last touch? Multi-touch? • First touch: 
 grow our audience reach • Subsequent touches: 
 grow our conversion rate %
  51. 51. Andy Young - @andyy - http://bit.ly/analytics-turing Most campaigns FAIL
  52. 52. Andy Young - @andyy - http://bit.ly/analytics-turing Most campaigns fail ..but most every failed campaign will contain partial successes • Plan in advance: how will we know
 at which point in the user journey 
 a campaign failed? • Do things that don’t scale
  53. 53. Andy Young - @andyy - http://bit.ly/analytics-turing Pulling this all together Why analytics? Deconstructing the modern analytics stack Lies, damn lies, and tech metrics..
 - analytics in the real world
  54. 54. Andy Young - @andyy - http://bit.ly/analytics-turing What to track? • Discovery / Acquisition • Activation • Engagement • Conversion / Purchase • Retention • Referral
  55. 55. Andy Young - @andyy - http://bit.ly/analytics-turing So many platforms
  56. 56. Andy Young - @andyy - http://bit.ly/analytics-turing So many platforms ¯_( )_/¯
  57. 57. Andy Young - @andyy - http://bit.ly/analytics-turing What functionality do you need?
  58. 58. Andy Young - @andyy - http://bit.ly/analytics-turing What functionality do you need? • Session/Pageview Analytics
 Google Analytics, Chartbeat
  59. 59. Andy Young - @andyy - http://bit.ly/analytics-turing What functionality do you need? • Session/Pageview Analytics
 Google Analytics, Chartbeat • User/Event-based analytics
 Mixpanel/Amplitude, Heap, Kissmetrics, Localytics
  60. 60. Andy Young - @andyy - http://bit.ly/analytics-turing What functionality do you need? • Session/Pageview Analytics
 Google Analytics, Chartbeat • User/Event-based analytics
 Mixpanel/Amplitude, Heap, Kissmetrics, Localytics • Mobile deep linking and attribution
 Branch, Adjust, AppsFlyer, Tune, Kochava
  61. 61. Andy Young - @andyy - http://bit.ly/analytics-turing What functionality do you need? • Session/Pageview Analytics
 Google Analytics, Chartbeat • User/Event-based analytics
 Mixpanel/Amplitude, Heap, Kissmetrics, Localytics • Mobile deep linking and attribution
 Branch, Adjust, AppsFlyer, Tune, Kochava • Mobile-specific
 Flurry, Swrve, Leanplum
  62. 62. Andy Young - @andyy - http://bit.ly/analytics-turing What functionality do you need? • Session/Pageview Analytics
 Google Analytics, Chartbeat • User/Event-based analytics
 Mixpanel/Amplitude, Heap, Kissmetrics, Localytics • Mobile deep linking and attribution
 Branch, Adjust, AppsFlyer, Tune, Kochava • Mobile-specific
 Flurry, Swrve, Leanplum • A/B testing
 Optimizely, WVO, Google Content Experiments, StoreMaven
  63. 63. Andy Young - @andyy - http://bit.ly/analytics-turing What functionality do you need? • Session/Pageview Analytics
 Google Analytics, Chartbeat • User/Event-based analytics
 Mixpanel/Amplitude, Heap, Kissmetrics, Localytics • Mobile deep linking and attribution
 Branch, Adjust, AppsFlyer, Tune, Kochava • Mobile-specific
 Flurry, Swrve, Leanplum • A/B testing
 Optimizely, WVO, Google Content Experiments, StoreMaven • Querying & Charting
 Mode, Periscope, Tableau, RJMetrics, Statsbot
  64. 64. Andy Young - @andyy - http://bit.ly/analytics-turing What functionality do you need? • Session/Pageview Analytics
 Google Analytics, Chartbeat • User/Event-based analytics
 Mixpanel/Amplitude, Heap, Kissmetrics, Localytics • Mobile deep linking and attribution
 Branch, Adjust, AppsFlyer, Tune, Kochava • Mobile-specific
 Flurry, Swrve, Leanplum • A/B testing
 Optimizely, WVO, Google Content Experiments, StoreMaven • Querying & Charting
 Mode, Periscope, Tableau, RJMetrics, Statsbot • Dashboards
 Geckoboard, Klipfolio
  65. 65. Andy Young - @andyy - http://bit.ly/analytics-turing What functionality do you need? • Session/Pageview Analytics
 Google Analytics, Chartbeat • User/Event-based analytics
 Mixpanel/Amplitude, Heap, Kissmetrics, Localytics • Mobile deep linking and attribution
 Branch, Adjust, AppsFlyer, Tune, Kochava • Mobile-specific
 Flurry, Swrve, Leanplum • A/B testing
 Optimizely, WVO, Google Content Experiments, StoreMaven • Querying & Charting
 Mode, Periscope, Tableau, RJMetrics, Statsbot • Dashboards
 Geckoboard, Klipfolio • Audience demographics, interests & rankings
 Quantcast, Comscore, Alexa, SimilarWeb
  66. 66. Andy Young - @andyy - http://bit.ly/analytics-turing What functionality do you need? • Session/Pageview Analytics
 Google Analytics, Chartbeat • User/Event-based analytics
 Mixpanel/Amplitude, Heap, Kissmetrics, Localytics • Mobile deep linking and attribution
 Branch, Adjust, AppsFlyer, Tune, Kochava • Mobile-specific
 Flurry, Swrve, Leanplum • A/B testing
 Optimizely, WVO, Google Content Experiments, StoreMaven • Querying & Charting
 Mode, Periscope, Tableau, RJMetrics, Statsbot • Dashboards
 Geckoboard, Klipfolio • Audience demographics, interests & rankings
 Quantcast, Comscore, Alexa, SimilarWeb • Marketing Automation, CRM, Email & Push Notifications
 Marketo, Hubspot, AppBoy, Kahuna
  67. 67. Andy Young - @andyy - http://bit.ly/analytics-turing What functionality do you need? • Session/Pageview Analytics
 Google Analytics, Chartbeat • User/Event-based analytics
 Mixpanel/Amplitude, Heap, Kissmetrics, Localytics • Mobile deep linking and attribution
 Branch, Adjust, AppsFlyer, Tune, Kochava • Mobile-specific
 Flurry, Swrve, Leanplum • A/B testing
 Optimizely, WVO, Google Content Experiments, StoreMaven • Querying & Charting
 Mode, Periscope, Tableau, RJMetrics, Statsbot • Dashboards
 Geckoboard, Klipfolio • Audience demographics, interests & rankings
 Quantcast, Comscore, Alexa, SimilarWeb • Marketing Automation, CRM, Email & Push Notifications
 Marketo, Hubspot, AppBoy, Kahuna • Platforms
 Google Firebase, AWS Mobile Analytics
  68. 68. Andy Young - @andyy - http://bit.ly/analytics-turing What functionality do you need? • Session/Pageview Analytics
 Google Analytics, Chartbeat • User/Event-based analytics
 Mixpanel/Amplitude, Heap, Kissmetrics, Localytics • Mobile deep linking and attribution
 Branch, Adjust, AppsFlyer, Tune, Kochava • Mobile-specific
 Flurry, Swrve, Leanplum • A/B testing
 Optimizely, WVO, Google Content Experiments, StoreMaven • Querying & Charting
 Mode, Periscope, Tableau, RJMetrics, Statsbot • Dashboards
 Geckoboard, Klipfolio • Audience demographics, interests & rankings
 Quantcast, Comscore, Alexa, SimilarWeb • Marketing Automation, CRM, Email & Push Notifications
 Marketo, Hubspot, AppBoy, Kahuna • Platforms
 Google Firebase, AWS Mobile Analytics 😱
  69. 69. Andy Young - @andyy - http://bit.ly/analytics-turing How to pick? • What functionality do you need? • Who will be using it? Devs, data scientists, product folks, marketing people? • How do you want to use it? Analysis, reporting, dashboards.. • Which platforms? Web, mobile, server? • Which other tools/data do you need to integrate with? • What data volumes? Data points, events per second, data points per month. • Budget?
  70. 70. Andy Young - @andyy - http://bit.ly/analytics-turing How to pick? Things to be wary of: • Data lock-in, future portability • Building your own
  71. 71. Andy Young - @andyy - http://bit.ly/analytics-turing Tools are not a panacea
  72. 72. Andy Young - @andyy - http://bit.ly/analytics-turing Biggest single factor?
  73. 73. Andy Young - @andyy - http://bit.ly/analytics-turing Biggest single factor? Quality of your 
 tracking implementation - Coverage/depth - Accuracy/lack of bugs
  74. 74. Andy Young - @andyy - andy@apexa.co.uk Use a tag manager
  75. 75. Andy Young - @andyy - andy@apexa.co.uk Data collection: Segment.com
  76. 76. Andy Young - @andyy - http://bit.ly/analytics-turing 👉 http://sitehound.co Free code!
  77. 77. Andy Young - @andyy - http://bit.ly/analytics-turing Dashboards?
  78. 78. Andy Young - @andyy - http://bit.ly/analytics-turing What makes a good dashboard?
  79. 79. Andy Young - @andyy - http://bit.ly/analytics-turing 👉 http://bit.ly/kpi-sheet
  80. 80. Andy Young - @andyy - http://bit.ly/analytics-turing Growth model spreadsheet • Review weekly - zoom out vs. zoom in • Share with whole team • Use to predict and prioritise • What to look at daily vs. weekly vs. monthly 👉 http://bit.ly/kpi-sheet
  81. 81. Andy Young - @andyy - http://bit.ly/analytics-turing Metrics are people too Every metric should be measured in
 unique people or % conversion
  82. 82. Andy Young - @andyy - http://bit.ly/analytics-turing Joining the dots Plugging all these tools and platforms together
  83. 83. Andy Young - @andyy - http://bit.ly/analytics-turing Initially, manual is OK!
  84. 84. Andy Young - @andyy - http://bit.ly/analytics-turing Initially, manual is OK! • Forcing function to ensure we: • learn what works • understand the data • need the data • Paste weekly into a Google Sheet/Excel
  85. 85. Andy Young - @andyy - http://bit.ly/analytics-turing Automate over time to reduce effort
  86. 86. Andy Young - @andyy - http://bit.ly/analytics-turing Plumbing for automation • Zapier, Tray.io • Supermetrics, Blockspring for Google Sheets/Excel • Segment.com • Own database/data warehousing - AWS RDS/Redshift • Custom queries - Tableau, Periscope etc
  87. 87. Andy Young - @andyy - http://bit.ly/analytics-turing Why analytics? Deconstructing the modern analytics stack Lies, damn lies, and tech metrics..
 - analytics in the real world
  88. 88. Andy Young - @andyy - http://bit.ly/analytics-turing The numbers never add up
  89. 89. Andy Young - @andyy - http://bit.ly/analytics-turing The 5 stages of
 (Analytics) 
 Grief
  90. 90. Andy Young - @andyy - http://bit.ly/analytics-turing The 5 stages of Analytics Grief • Denial
  91. 91. Andy Young - @andyy - http://bit.ly/analytics-turing FB ad clicks vs. GA visits
  92. 92. Andy Young - @andyy - http://bit.ly/analytics-turing The 5 stages of Analytics Grief • Denial • Anger
  93. 93. Andy Young - @andyy - http://bit.ly/analytics-turing Mixpanel vs. own database
  94. 94. Andy Young - @andyy - http://bit.ly/analytics-turing The 5 stages of Analytics Grief • Denial • Anger • Bargaining
  95. 95. Andy Young - @andyy - andy@apexa.co.uk Measure Twice: Compare data across different tools https://jeffpeachey.com/2010/12/02/measure-twice-cut-once-woodcut-for-sale/
  96. 96. Andy Young - @andyy - http://bit.ly/analytics-turing The 5 stages of Analytics Grief • Denial • Anger • Bargaining • Depression
  97. 97. Andy Young - @andyy - http://bit.ly/analytics-turing Where did it all go wrong?
  98. 98. Andy Young - @andyy - http://bit.ly/analytics-turing Where did it all go wrong? • The data is bad • Our definitions are wrong
  99. 99. Andy Young - @andyy - http://bit.ly/analytics-turing The numbers never add up • Absolute truths • Signups, Transactional data, UGC, data from our own DB • Lossy/noisy measurements • Client-side tracking: GA, Mixpanel/Amplitude etc • Nuanced definitions • Uniques vs. totals, funnel conversion rates
  100. 100. Andy Young - @andyy - http://bit.ly/analytics-turing Even if the numbers do add up, they are still often misleading
  101. 101. Andy Young - @andyy - http://bit.ly/analytics-turing
  102. 102. Andy Young - @andyy - http://bit.ly/analytics-turing Data discrepancies Google Analytics vs. Mixpanel • Definition of unique user
 - cookie rules • Ad/tag blockers
  103. 103. Andy Young - @andyy - http://bit.ly/analytics-turing Data discrepancies • Page did not finish loading
 - e.g. tag manager, or user gave up & hit back button • Cross-browser JS bugs
  104. 104. Andy Young - @andyy - http://bit.ly/analytics-turing The 5 stages of Analytics Grief • Denial • Anger • Bargaining • Depression • Acceptance
  105. 105. Andy Young - @andyy - http://bit.ly/analytics-turing 3-5% discrepancies between platforms? Roll with it.
  106. 106. Andy Young - @andyy - http://bit.ly/analytics-turing Large (>5%) difference? Debug/analyse to figure out why
  107. 107. Andy Young - @andyy - http://bit.ly/analytics-turing Takeaways?
  108. 108. Andy Young - @andyy - http://bit.ly/analytics-turing Secrets to successful analytics • Start with your questions / hypotheses • Be precise about what to measure, and why • Plan in advance, simplify • Automate required work for weekly/monthly calculations • Document all analysis with simple bullet-points
  109. 109. Andy Young - @andyy - http://bit.ly/analytics-turing The numbers tell us What They don’t tell us Why
  110. 110. Thanks, & good luck! @andyy // andy@apexa.co.uk Slides: bit.ly/analytics-turing
  111. 111. Andy Young - @andyy - http://bit.ly/analytics-turing References & further reading • My more in-depth analytics presentations: Slideshare, YouTube • KPI google sheet • SiteHound website tracking javascript library • UTM Tagging Guide • Lean Analytics • Social Capital blog posts: - Accounting for User Growth
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Data-driven Growth - Analytics & Attribution for Marketers in 2016 | Turing Festival

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