Habits for data-driven marketers | Tips from Experts at Measurecamp

What is the #1 skill to build as a data-driven marketer?

We had the chance to attend Measurecamp in London, which is also known as the ‘World’s best analytics unconference”. We asked 5 experts for their opinion on what skill or habit you should build as a data-driven marketer in 2017.

Experts seen in the video:

– 00:57 Peter O’Neill (Founder of Measurecamp) https://measurecamp.org/
– 01:43 Jonathon Hibbitt (Web Analyst at Site Visibility) https://twitter.com/jonhibbitt
– 02:05 Krista Seiden (Analytics Advocate at Google) https://analytics.google.com/analytics/academy/
– 02:25 Phil Pearce (Freelance PPC/SEO/Web Analyst) https://twitter.com/philpearce
– 03:25 Simo Ahava (Senior Data Advocate at Reaktor) https://www.simoahava.com/
-04:12 Jono Alderson (Principal Consultant at Distilled) https://www.jonoalderson.com/

#DataDrivenMarketersTips
#Measurecamp
#Measure

? Helpful Links
Google Tag Manager Fundamentals:
https://analytics.google.com/analytics/academy/course/5
Google Analytics Demo Account: https://support.google.com/analytics/answer/6367342?hl=en
More Google Tag Manager Tutorials: http://bit.ly/2pucVyY

? More from Measureschool

Correct Google Analytics Setup Course: https://measureschool.com/products/google-analytics-course/
GTM Resource Guide: https://measureschool.com/guide
Free GTM Beginner course: https://measureschool.com/emailcourse
Courses: https://measureschool.com/products

 

How to Make Money Selling Analytics Services

You know GA, GTM and more Analytics? Turn your investment into skills profitable and start making money. How? In this video I’m going to show you 5 services you could be offering with your analytics skill set. They are..

Audits
Implementation
Analysis and Reporting
Training
Action

#MakeMoneyOnline
#AnalyticsServices
#Measure

? Learn more from Measureschool: https://measureschool.com/products

?Looking to kick-start your data journey? Hire us: https://measureschool.com/services/

? Recommended Measure Books: https://kit.com/Measureschool/recommended-measure-books

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Now I’ve been a freelancer selling analytic services for a while. And today I want to give you my tips on what to sell and how to make money with your analytic skills. All and more come up. Hey there welcome back to another video of measureschool.com. Teaching you the data-driven way of
digital marketing. My name is Julian, and, on this channel, we do marketing
tech reviews tutorials and tips on tricks video just like this one. So, if you
haven’t yet, consider subscribing to the channel and click that down notification
icon so you will stay up to date with all that we do here on this channel. Now
today I want to talk with you about selling analytics services. I have been a
freelancer offering my services to various clients in various fields over the
last few years and have learned a lot at what you can be selling from your
skill set as a digital analyst or a digital marketer that knows a lot about
analytics. And I must say it’s a very rewarding field because there are not many
people out there specializing in this kind of digital marketing field. You can
see a lot of types of website type of data that comes across your desk and the
clients are less price sensitive I would say if you get the right client to
sell this analytics services. But what do you offer in an analytics consultation
or in an analytic service? So I want to show you here my five products that I
would sell as a digital analyst. First up audits. Now audits are really the
first thing that I do to get it feel for the client but also for the state of
the analytics implementations. And you can sell as a single product to the client as a service because the audit can bring a lot of benefit to an organization. it ensures data
quality and gives them some direction on how to improve the analytics
implementation in terms of gathering maybe more data, enhancing their existing
data quality, and obviously avoiding detrimental mistakes that they have in
their implementation. So, you start out with a thorough check of the Google Analytics or the implementation of the Google Tag Manager if your own checklist available that you go through in order to make sure that all this is set up correctly. And then you would give your client a report that outlines all the findings and the suggestions that you might have.

So, this is a product that you can sell your analytic skills on. It’s also creative because not every business is the same and you need to customize and suggest customizations to your client so there is a lot of possibility to show your client that you know all about Google Analytics but also suggest the right implementations, the right customizations to make their analytics implementation better. Building on that we have implementations. Now once you have made these suggestions, obviously the team your client could go out and implement them themselves but most of the times they want to have an expert on this case and you can up sell them to an implementation. Now implementations everything from installing button click tracking to certain goals or making sure the analytics is set up correctly. But here you would go in and change things around in their tracking setup. This has become
increasingly easier with the help of Google Tag Manager obviously because we
can do a lot of this stuff by ourselves now as visual analyst. But sometimes
you also need to be able to write a specification for a developer and help him
out to implement the right data layer for example. so, there’s a lot of
communication already going on between you and the clients but then also between
the different of departments that need that data to have the right
requirements, the right implementation, and making sure the data is correctly
in your system. Now the next point is analysis and reporting. Now a lot of
people think that we as digital analysts or digital marketers specializing in
analytics only do analysis work or reporting work but it’s just one part of the
whole analytics process. Obviously, you can log in to a Google Analytics
account and start digging through the data, but you need a lot of knowledge
about the business, about its actual functioning, and where the biggest
leverage points are. So, the inside generating machine of a digital analyst is
a big myth here. There’s a lot more to it to help the business to make
impactful changes. So, the skill of an analyst really starts with the
preparation of analysis project, what does the business actually want to
achieve with such a project, where can you find that data, is the data
qualitatively good, and can you produce the outcomes that the business would
expect. Now in most cases a lot of people think that they can just analyze a
little bit of data and then come up with a certain change on the website that will make a big impact. But it’s not always that easy because you also need to have the standing inside of the company to be able to move people forward and help them make a decision or help them change their behavior. And therefore, analysis project that lead to a certain outcome sometimes hard to accomplish within a company. so, a lot of people resort back to the reporting so building dashboards for a company which can be super helpful if the client knows what to do with that data and if he can drive the behavioral change forward in his company. Now setup of the dashboard is something we are involved with as well. But we always want to make sure that the data is relevant to the client. We can optimize that process as well but ultimately, he needs to work with that data and make changes happen in his company or in his organization. We always need to be upfront with that. We don’t want to be pushed into the direction of a data monkey who just pulls out data from Google Analytics and sends it to the client. Then the client will ask himself at some point why do I actually pay this person I could automize this whole process. So making sure you understand what you’re going into in an analysis project or a reporting project. That said I think that an analysis project in itself is most of the times not what you are doing. You would spend a package with all these three components of audit, to the implementation, and then a little bit of analysis to actually get insights to show what you can do with the data. And then help the client to take it from there to generate his own habits, his own processes to bring more insights, more change to the company with the data. Which brings me through a fourth point which is training. Now this is obviously what I do here on this channel but I also do it for clients and companies out there. Helping them to understand the data better than they have in systems to make sure that they can utilize that data and build the processes the habits to actually make a data-driven organization work. Data isn’t easy and it’s very customizable, it’s very individual to the business so investing into training is something that a company should do in the long-term. Just because outside freelancers will never have the standing in the company itself to lobby for change inside of the company with the data that I have available and the insights that I have available. So, training an in-house person long term is always an important objective to have in mind when developing people inside of the company. And therefore, training is something that’s very rewarding to me at least because the impact that you can make is long-term inside of the company. And our fifth point is obviously the action. So, all the automation that you could do or the optimizations that you could do with the data. So, I have some clients that want to set up automation with the data that they have available in their systems build new audiences for example in Facebook and generally, optimize their campaigns with their data-driven approach. Now one optimization a lot of people think about is A/B testing. Now A/B testing really encapsulate all these different components that we talked about before if you have to write an analytics implementation you can do the correct analysis the correct research to come up with a good A/B test. and then test these hypotheses, make the change on your website so you can then again start at the beginning from the defining, to measurement, to analysis and then testing as well again, so this is a full circle analytics implementation or analytics process which obviously is also a product that I could offer. But it gets really really complicated in most of the cases you would need to have a team to actually set that up correctly and make a big impact on your company. A/B testing sounds easy from the tools that we have available nowadays but to build an impactful change and an impactful optimization for a long-term is really something that should be left up to professionals and invested in the right time and the right place. Alright so there you have it. These are my five products that I would think of selling as a digital analyst if you want to turn your analytic skills into money. But I know that there are many consultants and freelancers out there that may use different techniques different services that they offer that work maybe well. I’d love for you to share them in the comments below as well. And if you haven’t yet then please consider subscribing to our channel right over there because we’re bring you new videos just like this one every week. Now my name is Julian. Till next time.

 

Facebook Analytics vs. Google Analytics – Which is Better?

Facebook Analytics has been introduced to give new insights on the data that is collected via the Facebook Pixel. Is it better than Google Analytics? What are the differences or similarities between the tools? Let’s find out….

Links mentioned in the video:
Facebook Analytics: https://analytics.facebook.com
Google Analytics: https://analytics.google.com

#FacebookAnalytics
#GoogleAnalytics
#FAcebookPixel

Learn more from Measureschool: https://measureschool.com/products

Looking to kick-start your data journey? Hire us: https://measureschool.com/services/

Recommended Measure Books: https://kit.com/Measureschool/recommended-measure-books

Gear we used to produce this video: https://kit.com/Measureschool/measureschool-youtube-gear

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In this video we’re gonna find out what is better Google Analytics or Facebook Analytics. All and more coming up.

Hey there welcome back to another video of measureschool.com teaching you the data driven way of digital marketing. My name is Julian and today we want to take a look at the differences between Google Analytics and Facebook Analytics.

Now this has been a really interesting question. I’ve seen this picture on Facebook, where somebody typed in Google Analytics and we see that Facebook Analytics actually puts AdWords advertising on top of the search results here. How funny is that? And they say here it says here, measure people, not cookies, Facebook Analytics, facebook.com. So, today I wanted to take the opportunity to actually look at Facebook Analytics and Google Analytics and maybe the potential on how it changes the game in terms of what analytics tools you would be using in future on your website and your app. So, lets do a little comparison of Facebook Analytics against Google Analytics.

So first up let’s talk about the history of the tools. Now Facebook Analytics is pretty new. It just came out in 2017, broadly to the public and is now available to all the advertiser of Facebook Analytics. Now this is a pretty much new tool to us and the data basis is revolutionary and different to Google Analytics. Now let’s consider the history of Google Analytics, a much older tool here. And that also plays into maybe some of the disadvantages here but also the advantages, because Google Analytics actually was different company before it was bought by Google. It was a company called Urchin. And in 2005, Google saw the potential of all these analytics tool out there and bought this tool for their own advertisers that were doing AdWords at the time. The rationale behind it was really that AdWords advertisers couldn’t measure the complete customer journey. They were only able to see how much they spent on an advertising that had made them money. But maybe not what was actually happening on the website itself. So, they thought about a solution on how they could help advertisers out to spend more money on AdWords. And that’s when they came up with the idea to buy a tool like Urchin and integrate it into Google Analytics or the suite of Google Analytics. So advertisers could actually make more money with AdWords. And they made it all free, I mean, the software, Urchin itself cost at some point 20,000 dollars per month.

Now Google Analytics premium actually cost that same amount now, but you can see that the power, the raw power of Google Analytics at that point was pretty substantial and they brought out this tool for free. So, you would be able to use it on your website. And it grew really fast because for that money, free you couldn’t get a solution out there. So a lot of website owners actually put this on their website and started tracking. Nowadays, Google Analytics is the defacto standard when it comes to web tracking because we can, first of all look at our data and compare it to other sites, so how many page use has it, how many users do you have per month, for example. But that actually comes with a clear model that Google Analytics gave us. So this model actually evolved from website tracking and it 2005 websites looked a lot different than what the web looks like today. So you would have a model that actually is centered around paid use, centered around cookies, that’s what they say in the ad and not around maybe users which Facebook is really good at.So, just remember that Google Analytics is a much older tool. Facebook is much newer. So the technology is evolved different and they come from different times of the internet history so to say. So we need to take that into account when we look at these two different tools.

Now that leads us to the next part here, which are the two tracking mechanisms. Now I already mentioned that Google Analytics is heavily relying on cookies. What does that mean? That’s the mechanism Google Analytics is built upon. So, the sessions, the page use and the users are all calculated through this cookie mechanism that is actually placed on the browser of the users to re-identify the user. Now you already can think of many different instances where this falls apart. If you, for example, come back through mobile device, you would have a different browser, a different cookie stored on your computer and you would be essentially a different user that is actually identified by Google Analytics.

Now Facebook Analytics is completely different from that, because Facebook actually knows exactly which user has been identified on there platform. So, if I click on and advertising on Facebook, it actually knows which user goes to the website. And if I click on the advertising again on my mobile device again Facebook knows exactly who I am. So, the paradigm shifts here from cookies to actually users because Facebook actually exactly knows who I am and then can track throughout my user session. So that gives them a bit more better data. So if you look into the audio demographics for example, in Facebook Analytics, you can see that there is much more data there that is interesting for us because we know that they are real user profiles that Facebook Analytics actually has in their database that they can provide us now as an advertiser or as an analytics user.

Now let’s talk about the popularity or the reach of the tools that the tools have. I think that Google Analytics is still the most widely used web tracking tool out there. There are a few competitors. I think of Yandex Metrica, which has also a very robust system behind it and give you all the data that you need. But people are just very locked-in to Google Analytics because they don’t want to change their tracking system. Maybe they don’t want to re-tag their website and it has been running for years. You know that Google Analytics is not retroactive, so you can’t be pulling in historical data into the tool. So they just keep it running, most of the website owners keep it running because they have a history of data. And if they would turn that off all that data would not exist anymore. So there’s a strong lock-in effect in terms of using Google Analytics.

Now Facebook Analytics actually has another tool that we install. Pretty much everybody, as Facebook Ads got more and more popular, you install the Facebook pixel on your website and the Facebook pixel actually provided ours with conversion tracking data. Now it’s more retargeting data and suddenly we have this whole database of Facebook Analytics available to us. So the popularity will grow as Facebook Ads grows to be the defacto one of the websites that you can buy advertising on. And Google has that obviously as well, but Facebook Analytics becomes more popular because you just have it installed already. That said, will you change over your defacto analytics tool from Google Analytics to Facebook Analytics? That’s the question. I haven’t yet seen people discuss their Facebook Analytics metrics, rather their Google Analytics metrics. So if you see somebody who is selling a website, you might as well look into their Google Analytics rather than their Facebook Analytics. It is interesting to see whether this will change over time. But for now, Google Analytics remains the dominant tool in the analytics market when it comes to website tracking.

Now let’s talk a little bit about functionality and versatility of the tools. Obviously, Google Analytics is a tool that has been developed over the years and has a lot of functionality that Facebook Analytics just doesn’t have. So if you think about the base checking, yes, you can see page use, which Facebook Analytics and Google Analytics. You can see sessions and so on. But Google Analytics has a much broader spectrum of customizations that you can make through to it. When I think about enhanced e-commerce checking, custom dimensions, user ID tracking, calculated metrics, custom metrics and so on, that’s all a very customized version of Google Analytics. And you can customize Google Analytics to the business model here. With Facebook Analytics it gives you the basics, but it doesn’t let you expand a lot of that. Now, Facebook Analytics has opened up their Facebook pixel and it has opened up over the years so you can send custom data in. But in Facebook Analytics it’s really hard to still see that data, to pull it out of the interface and actually make sense of that data. They are now doing auto tracking, so they are picking up all that meta information that you might have on the page. But they’re not really exposing that in the interface per se and giving you smart insights on that. So it’s still in the basic raw form of tracking data. I think that there will be more features introduced and maybe these features will be different from what we see in Google Analytics. But for now, Google Analytics has still many more customization features then Facebook Analytics.

So in the end, what is my conclusion? What tool is actually better? If I look at Facebook Analytics, I think that it’s really interesting that the shift really happens in the underlying tracking mechanism on how Facebook Analytics is able to track people and maybe give us more insights in terms of maybe attribution, but also demographic data and then lifetime of the user, going through the system and maybe looking at different websites. They play to their advantage a little bit of that already in there demographics data or in their funnel analysis. But it’s not too apparent yet why Facebook Analytics is the next analytics tool that we should be using. We see over the next coming months, over the next years how Facebook Analytics evolves and maybe it will become the defacto tool because it just has a better tracking basis of what we can do with our analytics data. But as you know, Google Analytics is much more than just a tool. We have so much more data available outside of Google Analytics and they are connecting so much more to it. So we have Google Tag Manager, we have Data Studio, we have Google Optimize so all these different tools really feed into the whole ecosystem that Google has built with their analytics suite. And maybe that will keep us locked-in to the analytics suite. For now, I don’t see why you shouldn’t be using two tools at the same time. It just gives you a different tracking and different database at the end. For most of my data, I actually still use Google Analytics to do quick analysis. I just know the interface better, but also I trust the data more because I know how it actually pulls in. And Facebook Analytics, it’s still a black hole. Their documentation is not yet there where you really know how to manipulate any kind of customization that you can do in the tool. And maybe they will never reveal this because right now Facebook Analytics is a tool that you add on to you advertising to get more insights from it. It’s not really something that you would use as a stand alone tool to analyze your website. But as I said, maybe I’m a very particular case.

And I’d love to hear from you if you are using Facebook Analytics over Google Analytics then please let me know in the comments below. I’d be really interesting to hear if you’re using Facebook or Google Analytics as your main tool. And if you like this video then please, give us a thumbs up and also subscribe to our channel right over there because we will bring you new videos just like this one, every week. Now my name is Julian, till next time