Arianne Donoghue's talk from Brighton SEO on What It's Like Having Google Analytics Premium.

1. @ariannedonoghue
Whatit’slikehavingGA
Premium

2. @ariannedonoghue
Whatit’slikehaving
GoogleAnalytics360
Suiteisn’tquiteassnappy

3. @ariannedonoghue
Whoareicelolly.com?

4. @ariannedonoghue
Abitabouticelolly.com

5. @ariannedonoghue
Abitabouticelolly.com

6. @ariannedonoghue
Abitabouticelolly.com

7. @ariannedonoghue
We’reonajourney

8. @ariannedonoghue
We’reonajourney
1 year ago
Future

9. @ariannedonoghue
WhyGAP?
Using free GA –
trust!
Data continuity
& no hassle
migration
Integrations
Self-Service –
frees up data
team
Google
continues to
invest/improve
Minimises
specialist
recruitment

10. @ariannedonoghue
Mostanalyticspackages
Small upfront cost
Massive extra costs
for *everything*

11. @ariannedonoghue
Sowhat’sitlike?

12. @ariannedonoghue
SLOW
Inaword…

13. @ariannedonoghue
Inaword…

14. @ariannedonoghue
Sowhat’sdifferent?

15. @ariannedonoghue
What’sdifferent?
HITS
10 million
per month
20 billion
per month
(standard tier)

16. @ariannedonoghue
What’sdifferent?
Custom Dimensions
20 200

17. @ariannedonoghue
What’sdifferent?
SAMPLING
Sampled only
Up to 500,000 sessions
Sampled &
unsampled
Up to 10,000,000

18. @ariannedonoghue
What’sdifferent?
Native Integrations

19. @ariannedonoghue
What’sdifferent?
Big Query

20. @ariannedonoghue
What’sdifferent?
Doubleclick
Doubleclick for Publishers, Doubleclick Bid Manager, Doubleclick Campaign Manager

21. @ariannedonoghue
DoubleclickStackIntegration

22. @ariannedonoghue
What’sdifferent?
Impression Data

23. @ariannedonoghue
What’sdifferent?
ATTRIBUTION
Several
options
Plus create your own
Includes data-
driven model
Plus all standard reports

24. @ariannedonoghue
What’sthisdata-drivenmodel?

25. @ariannedonoghue
What’sthisdata-drivenmodel?

26. @ariannedonoghue
What’sdifferent?
SLAs/Support
Product Support, 24/7 team
Uptime guarantees
None as standard

27. @ariannedonoghue
What’sdifferent?
COST
Free Variable
Direct or via reseller

28. @ariannedonoghue
Itlooksexactlythesame!

29. @ariannedonoghue
What’sNOTdifferent?
(not provided) is still a thing
No other SEO-related perks either

30. @ariannedonoghue
Whatdifferencehasit
madetous?

31. @ariannedonoghue
Whatdifferencehasitmadetous?
Time saving
Non-
sampled data
Access to
experts
Valuable to
different
users/needs
Big Query
Free Cloud
credits

32. @ariannedonoghue
Greaterthanthesumofitsparts

33. @ariannedonoghue
It’s changed how we do
things and how we think
about analytics
Whatdifferencehasitmadetous?

34. @ariannedonoghue
BigQuery
Raw, hit-by-hit level, unsampled
data

35. @ariannedonoghue
UsingBigQuery
• Time intensive
• 2 full-time analysts – struggling
to utilise fully
• Need the right tools & right
people
• Heavy duty tools required – more
than just Excel!

36. @ariannedonoghue
BigQuery–icelollyCustomerJourney

37. @ariannedonoghue
BigQuery–icelollyCustomerJourney

38. @ariannedonoghue
TVanalysis

39. @ariannedonoghue
Howwe’reusingit-Hotels
£0
£250

40. @ariannedonoghue
CustomDimensions
• Can track up to 200 Custom
Dimensions/Metrics
• E.g. search form selections
• This gets utilised in marketing campaigns

41. @ariannedonoghue
Challengeourassumptions!

42. @ariannedonoghue
Impactontesting
• More of the why to testing
• Which customers see trial
elements?
• How else does it affect their
journey?

43. @ariannedonoghue
Whatdifferencehasitmadetome?
Impression
Data
Doubleclick
Integration
Amazing
Audiences
Sampling
Data Driven
Attribution
TV Uplift

44. @ariannedonoghue
What’snextforus?

45. @ariannedonoghue
What’snextforus?
• More automation/less
manual work (Big Query +
data warehousing)
• Customer journey
adaptation
• Further Doubleclick
integration & marketing
application

46. @ariannedonoghue
Coulditberightforyou?

47. @ariannedonoghue
Coulditberightforyou?
1. Do you need the capacity?
2. Do you need the bells & whistles?
3. Do you have the right resources
to maximise it?
4. Do you have an unusual business?

48. @ariannedonoghue
Deliberatelycheesyslide!
COMMITMENT!
• Time – 1 year in we’re still
learning/changing
• People – 2 analysts & still want
more!
• Tools & tech – data vis, SQL etc
• The whole business needs to get
involved

49. @ariannedonoghue
Thankyou!