Marketing Festival 2015 · Talk · 32 min
Data Analytics Framework: Putting context into data
Recorded
Talk language: English · Subtitles: CZ · DE · EN · PL
What the talk is about
Isaac Asimov's robots needed two things: a brain built for a specific task and an understanding of the environment they would work in. Daniel Waisberg, then Analytics Advocate at Google and author of the book Google Analytics Integrations, builds his approach to data on that idea. The brain is your analytics platform, whose data has to be accurate and complete. The environment is context, without which numbers say nothing.
You'll learn how to check that your tracking is right, how to bring CRM data, ad sales data or Facebook and Twitter costs into Google Analytics, and how to read results through the TITE matrix: time, interactions, trends and events. Daniel shows it on the Google Merchandise Store's revenue for August 2015.
