Brighton SEO - What It's Like Having GA Premium

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Arianne Donoghue

Arianne Donoghue's talk from Brighton SEO on What It's Like Having Google Analytics Premium.

Marketing

@ariannedonoghue
Whatit’slikehavingGA
Premium

@ariannedonoghue
Whatit’slikehaving
GoogleAnalytics360
Suiteisn’tquiteassnappy

@ariannedonoghue
We’reonajourney
1 year ago
Future

@ariannedonoghue
WhyGAP?
Using free GA –
trust!
Data continuity
& no hassle
migration
Integrations
Self-Service –
frees up data
team
Google
continues to
invest/improve
Minimises
specialist
recruitment

@ariannedonoghue
Mostanalyticspackages
Small upfront cost
Massive extra costs
for *everything*

@ariannedonoghue
What’sdifferent?
HITS
10 million
per month
20 billion
per month
(standard tier)

@ariannedonoghue
What’sdifferent?
Custom Dimensions
20 200

@ariannedonoghue
What’sdifferent?
SAMPLING
Sampled only
Up to 500,000 sessions
Sampled &
unsampled
Up to 10,000,000

@ariannedonoghue
What’sdifferent?
Native Integrations

@ariannedonoghue
What’sdifferent?
Big Query

@ariannedonoghue
What’sdifferent?
Doubleclick
Doubleclick for Publishers, Doubleclick Bid Manager, Doubleclick Campaign Manager

@ariannedonoghue
DoubleclickStackIntegration

@ariannedonoghue
What’sdifferent?
Impression Data

@ariannedonoghue
What’sdifferent?
ATTRIBUTION
Several
options
Plus create your own
Includes data-
driven model
Plus all standard reports

@ariannedonoghue
What’sthisdata-drivenmodel?

@ariannedonoghue
What’sdifferent?
SLAs/Support
Product Support, 24/7 team
Uptime guarantees
None as standard

@ariannedonoghue
What’sdifferent?
COST
Free Variable
Direct or via reseller

@ariannedonoghue
What’sNOTdifferent?
(not provided) is still a thing
No other SEO-related perks either

@ariannedonoghue
Whatdifferencehasit
madetous?

@ariannedonoghue
Whatdifferencehasitmadetous?
Time saving
Non-
sampled data
Access to
experts
Valuable to
different
users/needs
Big Query
Free Cloud
credits

@ariannedonoghue
Greaterthanthesumofitsparts

@ariannedonoghue
It’s changed how we do
things and how we think
about analytics
Whatdifferencehasitmadetous?

@ariannedonoghue
BigQuery
Raw, hit-by-hit level, unsampled
data

@ariannedonoghue
UsingBigQuery
• Time intensive
• 2 full-time analysts – struggling
to utilise fully
• Need the right tools & right
people
• Heavy duty tools required – more
than just Excel!

@ariannedonoghue
BigQuery–icelollyCustomerJourney

@ariannedonoghue
Howwe’reusingit-Hotels
£0
£250

@ariannedonoghue
CustomDimensions
• Can track up to 200 Custom
Dimensions/Metrics
• E.g. search form selections
• This gets utilised in marketing campaigns

@ariannedonoghue
Challengeourassumptions!

@ariannedonoghue
Impactontesting
• More of the why to testing
• Which customers see trial
elements?
• How else does it affect their
journey?

@ariannedonoghue
Whatdifferencehasitmadetome?
Impression
Data
Doubleclick
Integration
Amazing
Audiences
Sampling
Data Driven
Attribution
TV Uplift

@ariannedonoghue
What’snextforus?
• More automation/less
manual work (Big Query +
data warehousing)
• Customer journey
adaptation
• Further Doubleclick
integration & marketing
application

@ariannedonoghue
Coulditberightforyou?
1. Do you need the capacity?
2. Do you need the bells & whistles?
3. Do you have the right resources
to maximise it?
4. Do you have an unusual business?

@ariannedonoghue
Deliberatelycheesyslide!
COMMITMENT!
• Time – 1 year in we’re still
learning/changing
• People – 2 analysts & still want
more!
• Tools & tech – data vis, SQL etc
• The whole business needs to get
involved

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One of the (many) issues facing us in digital right now is a lack of diversity, including gender where recent stats estimate that only 26% of people working in our industry are women. Something that might be holding women back is a fear of failure and taking risks. In this session, Arianne will talk about how we should not be scared of failure, and why we should embrace it, using her own history of epic fails as a backdrop. She’ll also give actionable tips and advice to women who are early in their careers – about things they can do to gain confidence, build their networks and make their voices heard. While aimed at women, this talk is really for anyone who has struggled with confidence and has a fear of failure, regardless of their gender!

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