Summary of MeasureCamp sessions I`ve run over the past 4 years. Links to presentations & recordings are in the cards. Thanks Phil.

1. This is the post-project summary of a 3 month
SEO & Analytics setup for a publishing client.
The outcome was 25% organic growth in 3
months! I explain how this was achieved…
• Google Webmaster Tools changes
• GTM & universal setup/migration
• CloudFlare CDN setup
• JSONLD reviews markup (via GTM)
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#seo
#analytics
1
Digital Analytic &
SEO Acceleration:
Instant Wins Phil Pearce
Senior Analyst
@philpearce
“I eat hits for breakfast”

2. How to get
University sites
to move quickly
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#Strategy
#GA
#GTM
#Mobile
Progress & leanings from a phase1
analytics project with SW University & the
quick wins achieved in month1.
1. TuitionFee tracking via DOM scrapping
(inc. UK vs International).
2. Profit per student (daily)
3. 360 view tracking & CRM integration
4. Google Markup for courses.
5. Realtime Dashboards
Related Slides: bit.ly/universitymeasure
2
Phil Pearce
Senior Analyst
@philpearce
“I eat hits for breakfast”

3. A review of Google Data Studio so far…
• Private Dashboard library
• Tips: Predations & conditional formatting
• Quiz
Slides: bit.ly/data-studio-slides
Video: bit.ly/kill-the-data-monkey-role
Dashboard library: datastudiogallery.appspot.com
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#visualisation
#analysis
3
Google
DataStudio:
First Impressions Phil Pearce
Senior Analyst
@philpearce
“I eat hits for breakfast”

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#GA
#Reporting
#Challenge
#Teamwork
Team based analytics challenge, with 4 tasks
designed to test you in…
1. Skill
2. Physical
3. Mental
4. Mystery
The team with the most crystals wins a prize!
Video: bit.ly/recordingofsession
4
Crystal Maze:
Analytics
Challenge
interactive session
Phil Pearce
Senior Analyst
@philpearce
Jon Alderson
SEO Analyst
@jonoalderson

5. Top 10 Google
Analytics tips to save
you money!
I will look at 3 areas:
• Reducing cost
• Increasing conversions/revenue
• Automating reducing cost & increasing revenue
Reports include:
1. Best & worse landing pages
2. Best & worse internal Site Search
3. Pages by revenue contribution
4. Broken pages by referral
5. Marketing Channels pivoted by new users
6. Simple Engagement Scoring using goal values
7. 3d Motion Chart to show Revenue vs Sales vs CPA/ROI
Slides: bit.ly/top10gareports
Report links: bit.ly/ga-report-list
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#GA
#Report
#Tips
Phil Pearce
Senior Analyst
@philpearce
“I eat hits for breakfast”
5

6. Free Tools & Tips
to improve
Customer Insight
Discussion about FREE tools to improve customer insight:
1. Yandex metrica - free mouse tracker & form tracker
2. Google Consumer surveys - free qualitative research tool
3. WordStream Grader - free PPC analyser & [n]/10 grade
4. Narrative science quill - free "data as a story report"
5. Sitebeam Nibbler - free 5 page SEO sanity check
6. Adwords tool for getting click refunds - free excel template
7. GoogleSheets GA plugin - using comparison reports examples
8. Other tool suggestions welcome!
Slides: bit.ly/toolsandtips
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xIntermediate
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#Tools
Phil Pearce
Senior Analyst
@philpearce
“I eat hits for breakfast”
6

7. Explaining recent changes in JSON-LD Schema
(machine readable JS data) & how this can be
used to track & then improve organic CTR.
• Moz new competitive intel tool for reporting
JSON-LD detected in SERPs.
• Spamming the crap out of Google.
• GTM config files to take away & enable.
Slides: bit.ly/supercharge-ctr
GTM import file: bit.ly/json-v2
CheatSheet: bit.ly/jsonld-cheatsheet
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#JSONLD
#SEO
#markup
#supergran
7
Supercharging
your Organic
CTR:
SEO datalayer3
Phil Pearce
Senior Analyst
@philpearce
“I hang arround, look out”

8. Explaining the Rise of JSON-LD (machine
readable JS data). Why its important and how
to make sure your website has enabled…
future action buttons.
• Recent changes & examples in the wild
• Live demo of Googles mark-up validator
• GTM config files to take away & enable.
Slides: bit.ly/datalayer2
GTM import file: bit.ly/json-v2
CheatSheet: bit.ly/jsonld-cheatsheet
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q Beginner
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q Business
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#JSONLD
#SEO
#seomarkup
#richsnippets
#drones
Phil Pearce
Senior Analyst
@philpearce
“hits are back”
8
SEO
dataLayer2:
Your Structured Sites
Judgement Day

9. Explaining what JSON-LD is, why its important
and how to enable it via GTM or plugins.
• Examples in the wild
• Live demo of Googles mark-up validator
• GTM config files to take away & enable.
Slides: bit.ly/seodatalayer3
GTM import file: bit.ly/json-v2
CheatSheet: bit.ly/jsonld-cheatsheet
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q Beginner
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#JSONLD
#SEO
#seomarkup
#richsnippets
Phil Pearce
Senior Analyst
@philpearce
“I eat hits for breakfast”
SEO dataLayer:
JSON-LD
Supercharging
your organic CTR
9

10. Blackhat Analytics 3
Do be evil:
Force awakens
Testing the boundaries of what can be
tracked & what gets noticed [completely
new material].
• Includes interactive Dark Score test
• Video of Dark Bane “path to
destruction: thought bomb” trailer.
Slides: bit.ly/blackhat3
DarkScoreTest (pdf) : bit.ly/blackhatdarkscore
Darth Bane Trailer: bit.ly/darth-bane-video
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q Beginner
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x Business
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#StarWars
#Privacy
#DarkTracking
Phil Pearce
Senior Analyst
@philpearce
“I eat hits for breakfast”
10

11. Demo & discussion on:
1. DemandWare (IP append).
2. GoogleSheets Scripts (Cost Data Upload)
3. SuperMetrics (server-side append)
4. Analyze.ly (server-side append)
5. Segment.io (server-side connection)
Segment.io Video: bit.ly/segmentvideo
Slides: bit.ly/appendslides
Notes: bit.ly/appendcomments
GoogleSheet: bit.ly/appendgooglesheet
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#server-side
#offline tracking
#dimension
#widdening
11
Server-side
data append
& enrichment Phil Pearce
Senior Analyst
@philpearce
“I eat hits for breakfast”

12. How to hack GA's native campaign tracking,
leverage 1st party cookie power and align GA's
sessionisation logic more closely with 30day
affiliate systems.
Working Example...
Slides: bit.ly/analyticsmonster
GTM Config: bit.ly/affiliatemonsterdownload
Video: bit.ly/analyticsmonstervideo
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#affiliate
#channel-tracking
#gtm
#hacks
12
Morphing GA into an
Affiliate Analytics
Monster!
Phil Pearce
Senior Analyst
& Mad scientist
@philpearce

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#GTM
#GA
#EnterpriseLevel
#Batman
#Superman
Tips & tricks learned from the most
advanced GTM Deployment - I`ve ever
done on a huge site.
• Free Auto-QA GoogleSheet testing tool.
• Time saving techniques explained.
• Lots of Batman vs Superman jokes!
Taster slides: bit.ly/gtm-advanced
Full slides: bit.ly/advancedgtm
Super Advanced
GTM deployment
Phil Pearce
Senior Analyst
@philpearce
“I eat hits for breakfast”

14. Resident Implementation
How to prevent GTM zombies
infecting your data!
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q Beginner
q Intermediate
x Advanced
Phil Pearce
Senior Analyst
@philpearce
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x Short Presentation
q Discussion
x Technical
q Analytical
q Business
English
#GTM
#GA
#Test
#NerfGuns
How to prevent GTM zombies infecting
your data!
• Learnings from a the most complex
GTM deployment I have ever done.
• Interactive test.
Slides: bit.ly/residentslides
Zombie
14

15. Mind controlled
drone tracking
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q Beginner
q Intermediate
x Advanced
Phil Pearce
Senior Analyst
@philpearce
LEVEL:
x Workshop
q Presentation
q Discussion
x Technical
q Analytical
q Business
English
#eMotiv
#Neuromarketing
#offlineTracking
Experimental session with thought
tracking - aka Neuromarketing.
• 2 EEG emotiv insight headsets with
bluetooth API output
• Measurement protocol / GA realtime
• 1 Drone
bit.ly/emotiv-video
2 Headsets

16. Demo of a couple of VR headsets using an
iPhone.
• VR games (e.g. FCX jet fighter)
• VR videos (e.g. 360 Skydiving)
• Immersive Dashboards.
• Minority report style reports.
• Tracking head & eye movements using
measurement protocol
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q Intermediate
q Advanced
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q Presentation
q Discussion
q Technical
xAnalytical
q Business
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#VR
#Headsets
#Cool
16
VR Analytics:
Experimental
sessions Phil Pearce
Senior Analyst
@philpearce
“I visualise hits for breakfast”

17. Analytics
+
Comedy
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LANGUAGE:
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q Beginner
q Intermediate
q Advanced
Phil Pearce
Senior Office Joker
@PhilPearce
LEVEL:
q Workshop
q Short Presentation
q Discussion
q Technical
q Analytical
q Business
English
#Jokes
Experimental session with lots of Geek
jokes, mixed with some classic videos:
• The Internet enabled toaster
• How to break the internet
• The best way to deal with Email Spam
• Geek vs Nerd rap battle
Video playlist: bit.ly/measurecomedy
17

18. How to plan & deliver a Digital Analytics
Training strategy covering:
1. GA/GTM implementation
2. GA reporting
3. GA analysis & dashboards
…to clients with various levels of expertise.
Tactical discussion.
Slides: bit.ly/analyticstrainingstrategy
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x Business
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#training
#planning
18
Plan a Digital
Analytics Training
Strategy Phil Pearce
Senior Analyst
@philpearce
“I eat hits for breakfast”

19. Analytics Templates
for Audits & Analysis
Templates save time by provide structure and process. I will sharing my
templates…
• GA heathchecks
• GTM audit
• Technical SEO audits
• PPC audits
• API tricks to auto-audit
Prerequisite: You must bring 1 template you create (or a template/audit
you were provided with) to share with the group.
Dropbox folder download link:
bit.ly/analyticstemplates
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#Templates
Phil Pearce
Senior Analyst
@philpearce
“I eat hits for breakfast”
19

20. GA Lumber Jacking
Implementation automation
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q Beginner
q Intermediate
x Advanced
Phil Pearce
Senior Analyst
@philpearce
“I eat hits for breakfast”
LEVEL:
q Workshop
x Presentation
x Discussion
x Technical
x Analytical
q Business
English
#GTM
#GA
How to cut down an "Enterprise standard" GA
and GTM from 3months to 3days! Using:
1. KPI templates
2. CMS plugins
3. GTM config files
4. Dashboard templates
Slides: bit.ly/4clicks-2measure
Video: bit.ly/ga-lumber-jacking
20

21. Best CMS plugins for GTM
GTM automation
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x Short Presentation
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#GTM
#Wordpress
#Magento
#Drupal
#CMS
Shared learning on experiences with CMS
plugins for GTM (especially enhanced
ecommerce).
• Save hours by leveraging other peoples
work on implementation.
Slides: bit.ly/gtmautomation
21
Phil Pearce
Senior Analyst
@philpearce
“I eat hits for breakfast”

22. Analytics &
Optimisation
for University sites
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LANGUAGE:
TAGS:
q Beginner
xIntermediate
q Advanced
Phil Pearce
Senior Analyst
@PhilPearce
LEVEL:
q Workshop
x Short Presentation
x Discussion
q Technical
xAnalytical
xBusiness
English
#Strategy
#GA
#GTM
#Mobile
Discussion on best practices for
measurement of Uni site from both a
consultants view & inhouse view.
1. Quick wins
2. CMS specific issues
3. Internal issues (skills shortage or lack of inhouse buy-in)
4. Tracking impact of responsive web design
5. Importance of Paid search in awareness process.
Slides: bit.ly/universitymeasure
22
Kris Kochanski
Analytics Officer
@NavsOfficer56

23. Phil Pearce
Senior Analyst
@philpearce
“I eat hits for breakfast”
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x Beginner
q Intermediate
q Advanced
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q Workshop
x Short Presentation
x Discussion
q Technical
q Analytical
x Business
English
#AvgSalaries
#UpSkill
#Mentoring
Discuss desirable Digital Analytics skills,
Certifications, Training, Mentoring & Industry
Salary surveys & benchmarks.
• Simson character/persona test
• Clifton-gallup strengths test
• DAA new skills comparison tool
• Industry Average Salaries.
Slides: bit.ly/measurecareertips
23
Digital Analytics
Upskilling &
Career Tips

24. Phil Pearce
Senior Analyst
@philpearce
“I eat hits for breakfast”
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x Beginner
q Intermediate
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#MoreMoney
#UpSkill
#SocialCapital
#SocialValue
Presentation on Social CV`s, Peer reviews, and
quantified self. Practical comparisons of data
about yourself vs others using:
• Facebook fivescores traits
• Twitter sentiment & KW clusters
• Linkedin endorsements
• Clifton-gallup strengths test
Slides: bit.ly/analysisofyou
24
Analytics Career
Development
Analysis of yourself

25. A run through of my top GTM tips, to
save you time when implementing
universal.
• Free prize at the end
Slides: bit.ly/gtmflashtips
Video (with music): bit.ly/gtmflashtipsvideo
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#GTM
#GA
#FlashGordon
Phil Pearce
Senior Analyst
@philpearce
“I eat hits for breakfast”
GTM Flash tips
to save time
25

26. GTM/GA Mastermind
Q&A session
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q Beginner
q Intermediate
x Advanced
Phil Pearce
Senior Analyst
@philpearce
“I eat hits for breakfast”
LEVEL:
q Workshop
q Presentation
x Discussion
x Technical
x Analytical
q Business
English
#GTM
#GA
4 participants (7.5mins per person).
• Audience can play along & submit questions
via Google moderator.
• Prize for the winner.
• John Humphrys himself is presenting.
Video: bit.ly/gtm-mastermind
26

27. Lean Analytics
How to determine the
one metric that matters
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q Beginner
x Intermediate
q Advanced
Phil Pearce
Senior Analyst
@philpearce
“I eat hits for breakfast”
LEVEL:
q Workshop
x Presentation
q Discussion
qTechnical
qAnalytical
x Business
English
#LeanStartup
#Frameworks
#OneMetric-2-RuleAll
Overview of 3 Analytic`s methodologies:
• REAN (For Marketing Teams)
• Web Analytics Maturity Model (for Enterprises)
• Lean (For Startups)
Then explorer Lean Analytics in more detail. This presentation is
a blend of my personal experiences at compareandsave.com
(startup) and a tribute to Alistair Croll`s work from YearOneLabs.
• Prerequisite: bring a pen for the interactive part of the
session to determine your stage & one metric.
Slides: bit.ly/lean-analytics-slides
Video: bit.ly/lean-analytics-video
27

28. PPC Growth
Hacking:
Strategies
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LANGUAGE:
TAGS:
q Beginner
x Intermediate
q Advanced
Phil Pearce
Senior Analyst
@philpearce
“I eat hits for breakfast”
LEVEL:
q Workshop
x Presentation
q Discussion
xTechnical
qAnalytical
x Business
English
#PPC
#GrowthHacking
#Frameworks
PPC growth hacking... is it Mission impossible? An
explanation of Growth hacking, with examples &
then applying this to PPC.
• Practical example of hacking a SaS tool using CTR
battleships to make it go viral.
• Tool for generating Adwords refunds
• Ideas to test on your product & campaign.
Slides: bit.ly/ppc-growth-hacking
Excel: bit.ly/ppc-algo-v3
28

29. CTR Battleships:
Destroy your PPC
competitors
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q Beginner
x Intermediate
q Advanced
Phil Pearce
Senior Analyst
@philpearce
LEVEL:
x Workshop
qPresentation
q Discussion
q Technical
x Analytical
x Business
English
#PPC
#QualityScore
#WordStreamGrader
Interactive workshop to explain PPC account
analysis such as account level Quality Score and
best/worst Ads in a fun way!
• Wordsteam grader used for baseline metrics
• Ad extensions used as special weapons
• Prizes for best tactical winner & best campaign
Printout: bit.ly/ctr-battleships-print-out
Excel Tool: bit.ly/ppc-algo-v3
29

30. GTM Command & Conquer
Realtime game with interactive missions
Live experiment of combining 2 GTM trackers
and on a grid with realtime events and offline
missions that generate goals.
• Interactive
• 2 teams
• 3 roles (defence, attack, commando)
• Prize for winning team
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q Beginner
xIntermediate
x Advanced
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x Technical
x Analytical
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#GTM
#Realtime
#RealtimeAPI
#fun
Phil Pearce
Senior Analyst
@philpearce
“I eat hits for breakfast”
30