Our analytics specialists spent 5 days in the snow chatting with the world’s biggest web analytics experts. What they talked about and learned at Superweek, one of the most important web analytics conferences anywhere – read in our blog.
Superweek is one of the world’s most important web analytics conferences. It’s held at a pretty unique location, on top of one of Hungary’s northern mountains. Isolation of the location is used as a catalyst for connecting people because you have literally nowhere to go. The conference is usually held in January, but this year it was set at the of February so that Avinash Kaushik – the world’s leading web analytics expert and speaker would be able to come. Besides Avinash, there were a lot of other great speakers like Jim Sterne (so called godfather of web analytics), Simo Ahava, Yehoshua Coren and lots of experts from Google, LinkedIn, Ogvily and Tatvic, just to name a few. What we were really happy about is that there were 8 of us from Croatia, which makes us one of the most represented nations on Superweek. :) There were a lot of good presentations and panels so it’s hard to squeeze all impressions into one blog post, but we would like to share a few key thoughts and points with you.
See, Think, Do strategy framework
Avinash’s See, Think, Do framework is a must-read to everybody working in digital marketing! In this presentation, Avinash highlighted the importance of content+marketing+measurement approach with focus on that content should be first. It makes perfect sense – you can’t do any marketing if you don’t have great content, and you can’t do measurement if you don’t have any traffic. It is all connected and you have to do everything to grow your business.
His second presentation focused on how to present the data to truly communicate the insight we want it to emphasize. Data is often presented in a way that makes it very hard for leaders to understand what’s really going on. While presenting data, you should choose a proper graph/chart, focus only on the necessary and explain two important things:
- what to do with this data and
- what is the impact on the business.
Don’t try to be cute and don’t complicate things, reports should consist of insights, needed action and its business impact.
Data collection privacy concerns
With more and more data in the online world there is a big issue with privacy. It’s hard to know where customer data is going. At the panel about data, privacy and ethics, there was a discussion about the big difference in data collection legislative in Europe, US, Canada, Australia and other countries. European Parliament attaches more importance to respecting the right to privacy and European laws are getting more rigorous regarding data collection. Problem in the EU is that it is hard to implement the same law guidelines on every market. The general problem with online privacy legislation is that lawyers writing it are not very familiar with this area, therefore, understanding and implementation of legislation for marketers and analysts is very hard. That’s why most companies are implementing their own data policies. But with bigger and bigger concerns and efforts of the EU regarding this topic, we can expect more changes in this area in next few years.
Measuring offline transactions
Google is working very hard on trying to measure cross device tracking which is crucial in today’s multi device world. Jos Meijerhof and Oliver Brom from Google Advanced Performance Team showed a few advanced features of Google Analytics. They made a showcase and demonstration on how to send sales and refund data from store to Universal Analytics using barcode scanner and measurement protocol. They used User ID feature to track a user from one device to another which helped them to better understand visitor behaviour when there are multiple visits across multiple devices before a purchase is made. That also means that you have the ability to track offline sales and connect them to online campaigns, but you need some kind of “key” to identify that user (for example loyalty cards). If you don’t have the ability to connect a user in your physical store with his online activity, you can still send that information to Google Analytics, but you are missing all activity in the online world that pushed him towards purchase.
Tracking travel intent
Held by our friend Zorin from Escape Studio, this presentation showed how using context, right timing and an additional layer of Google Analytics labeling (also known as Custom dimensions) helps us better retarget users with relevant ads. Using site search is nowadays a must – it can give us information on what people search for on our site which can help us find relevant keyword ideas (good for SEO, SEM), but also for bringing new products to life. One of the things we can also do is to score the in-web events based on action visitors have taken and then to target users based on points they scored.
Data quality implementation
It was a great presentation by Simo Ahava. The focus was on organization transformation that is necessary to improve data quality and how people involved in a project should work together towards same goals. Clients should not hire an agency just to outsource their job and to delegate their tasks. Agencies should be there to educate, support, consult, guide and, with their knowledge, direct clients in the proper direction (read: business goals). Communication is sometimes difficult due to the overhead of meeting face-to-face and lack of communication from both sides. Simo suggested an iterative process with constant participation of both sides and full transparency. Of course, we should also use technology to help us solve those problems – with Data Layer.
Superweek Golden Punchcard
Every year, Superweek holds the Golden Punchcard, a competition any attendee can enter. Anybody can present an idea on how to best use analytics and the winner is chosen by the attending audience. Again, there were some interesting use cases – using predictive analysis to improve remarketing performance (winner), tracking offline activities with Chromebits and bluetooth, minifying GTM implementation to decrease number of triggers and variables for large implementations, including missing SEO keyword reports in Google or using Google Analytics as messaging tool.
One thing that seems was left out during this conference was the mobile segment (attribution, analytics, automatization). Yes, there were talks about it, but nobody still knows how to handle it like a boss. It is fast-rising trend in the digital industry and there are lots of opportunities for those who master it first.
Recap: A truly Superweek
In general, listening to digital analytics ninjas’ talks, drinking beer and networking with some like-minded people, as well as chillin’ in the sauna during our free time, was a truly great experience. We bonded, had an amazing time with our friends from Escape and Agrokor, and talked about various analytics topics that held us up all night. Now comes the fun part – implementing what we’ve learned and segmenting data even better.