TrustArc Webinar - How to Build Consumer Trust Through Data Privacy
Google Analytics Presentation
1. Google Analytics
Powerful Data That Can Drive Effective Business Decisions
Marco Reginelli
Account Executive, Google
November 21st, 2009
Google Confidential and Proprietary
2. Five challenges with data
1. Not enough of it
2. Too much of it
3. Don’t trust it
4. Don’t know what to do with it
5. We go with the HIPPO anyway
Google Confidential and Proprietary 2
3. Data can answer...
How do people find me online?
Who are they?
Where do they come from?
Do they like me?
Are they a valuable customer?
How do I stack up against the competition?
How can I plan for the future?
Google Confidential and Proprietary 3
4. Where does the data live?
Web logs
Spreadsheets
Desktop databases
Online analytics products
3rd party aggregators
Google Confidential and Proprietary 4
41. FINAL TIPS
Google Confidential and Proprietary
42. #1 Don’t be slave to the data
Spend time on analysis and make
quick, informed decisions. Let
the data work for YOU!
Google Confidential and Proprietary
43. #2 Separate the outliers from the expected data
Indentify the clear trends, but
don’t forget the possible gems in
the outliers
Google Confidential and Proprietary 43
44. #3 Test the big ideas
A The web is fast and easy place to
test ideas and products B
Google Confidential and Proprietary 44
45. #4 Be careful of the HiPPO
Try to make data-driven decisions
Highest Paid Person’s Opinion
Google Confidential and Proprietary
46. Creating a data driven culture
• Give access to data
• Have a great idea? Sell it with data
• Measure all functions of the business (Qualitative and
Quantitative)
• A/B test whenever possible
• Ask, “What does the data say?”...if inconclusive, dig deeper, or
consider ways to get the data
• Reward employees who use data to advance your business
Google Confidential and Proprietary 46