Web analytics is becoming universal

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Web analytics is becoming universalAudun RundbergUX Camp Europe 2014#uxce14@audunruImagine that youre running an airport...StrikeVolcano ash cloudAaah, the devices...50% of users (2 of 4) are desktop + mobile usersUser IDTrack users across channels and touchpointsMeasurement ProtocolEnables offline trackingWhy? More accurate picture of how people use your servicesExamples: How many users have we got, really? Whats our campaign revenue offline and online?Last, but not least: Can we track cats?YES!RFID chipRFID readerOffline trackingOffline tracking codehttps://ssl.google-analytics.com/collect?v=1&tid=UA-123456-1&cid= f10e2821-bbbe-4527-8a02-200352313bc0&t=event&ec=Cat&ea=Food&el=Nomnomnomhttps://ssl.google-analytics.com/collecthttps://ssl.google-analytics.com/collectOffline tracking codehttps://ssl.google-analytics.com/collect?v=1&tid=UA-123456-1&cid= f10e2821-bbbe-4527-8a02-200352313bc0&t=event&ec=Cat&ea=Food&el=Nomnomnomhttps://ssl.google-analytics.com/collecthttps://ssl.google-analytics.com/collectOffline tracking codehttps://ssl.google-analytics.com/collect?v=1&tid=UA-123456-1&cid= f10e2821-bbbe-4527-8a02-200352313bc0&t=event&ec=Cat&ea=Food&el=Nomnomnomhttps://ssl.google-analytics.com/collecthttps://ssl.google-analytics.com/collectOffline tracking codehttps://ssl.google-analytics.com/collect?v=1&tid=UA-123456-1&cid= f10e2821-bbbe-4527-8a02-200352313bc0&t=event&ec=Cat&ea=Food&el=Nomnomnomhttps://ssl.google-analytics.com/collecthttps://ssl.google-analytics.com/collectRFIDDemo timeWant to try?http://bit.ly/uxce14-universaltakes you to...http://github.com/audunru/universal-analyticshttp://bit.ly/kundefesthttp://bit.ly/kundefesthttp://github.com/audunru/universal-analyticshttp://github.com/audunru/universal-analyticsUser IDUser ID trackinghttps://ssl.google-analytics.com/collect?v=1&tid=UA-123456-1&cid= f10e2821-bbbe-4527-8a02-200352313bc0&uid=1234&t=event&ec=touch&ea=double-tap&el=menu-buttonhttps://ssl.google-analytics.com/collecthttps://ssl.google-analytics.com/collectUsername User IDmr_rundberg 1234superhans 5678User ID = Anonymus (to Google), unique and persistentUser ID+JavascriptUser ID+JavascriptUser ID+Javascript or APIUser ID+Measurement ProtocolDemo timeData layer and tag managementdataLayer = [{ 'uid': 'zjTlQX5360f775f3cbaDBZGTC56', // User ID (anonymous) 'userRole': 'manager', // Employee or manager? 'userTitle': 'Senior Marketer', // Professional title 'lastModified': '1400074036', // Last modified (epoch) 'lastModifiedRelative': '3 weeks ago', // Last modified (relative) 'environment': 'production', // Host environment 'template': 'news article' // Current page template}]; The data layer is your new best friendCustomer Experience Digital Data Acquisition 0.5 Last Modified: May 17, 2013 DRAFT Specification Latest Version: http://www.w3.org/community/custexpdata/wiki/images/9/93/W3C_CustomerExperienceDigitalDataAcquisition_Draft_v0.5.pdf Authors: Individual Organization Miles Fender Murray Williams Accenture Vinay Goel Reza Jalili Dave McNamee Adobe Jay Myers Best Buy Jon Revill Blue Cross and Blue Shield of North Carolina Blane Sims Jared Vestal Eric Lunt BrightTag Patrick Wyatt Criteo Anna Long Eric Feinberg Digital Analytics Association Peter Loveday Digital Window W3C is making a dataLayer standardOne tag for each thing you want to trackTracking downloads is easier than everOutbound linksDo people scroll?https://github.com/robflaherty/jquery-scrolldepthhttps://github.com/robflaherty/jquery-scrolldepthhttps://github.com/robflaherty/jquery-scrolldepthhttp://bit.ly/uxce14-youtubeDo people play your videos?http://www.cardinalpath.com/youtube-video-tracking-with-gtm-and-ua-a-step-by-step-guide/http://www.cardinalpath.com/youtube-video-tracking-with-gtm-and-ua-a-step-by-step-guide/Do people use these buttons on your site?Are people happy with your content?Are people happy with your content?Are people happy with your content?Found what you're looking for? June 08, 20144:50 AM EDTNetlife Research Report generated byKlipfolio.com lets you work with the data and create dashboardsThese are crazy, crazy, crazy, crazy nightsweb analytics toolsMixpanel lets you see individual users activitiesUnknown user Login or register Hi Audun! ConversionMixpanel kan stitch data before/after identifying the user Unknown user Login or register Hi Audun! ConversionGoogle Analytics keeps the data separateSimba (1995-2014)Thank you!#uxce14@audunru