Adam Singer: People, process, platform — Live from the Brands-Only Summit

Coverage of this session by Jordan Ynostrosa of Connect with her by following her on Twitter.

12:20 —'s Kurt Vanderah introduces Google's Adam Singer.

12:21 — Adam: People, process, platform: a simple way to think about your digital analytics practice

12:22 — Adam: Social and mobile are the same thing to most people. We check our devices 150x a day. (in addition to just web).

12:22 — Adam: # of devices/time online rapidly increasing!

12:23 — Adam: Your users are multi-screen — 21% of internet users globally only use their smartphones. There will be over 3 billion internet users by the end of 2015. Many of which will only use the mobile web.

12:24 — Adam: Many marketers stress about data — but you shouldn’t. Using it is fun creative and improves results.

12:25 — People, Process & Platform. 90/10 rule with people in digital analytics.

  • cost of analytics tool & vender professional services: $10
  • requires investment in “intelligent resources/analysts”: $90

12:25 — Adam: “If you think software will solve all your problems — you're gonna have a bad time.”

12:26 — System skills to look for: (PhD is not required!!!)

  • Must-have Business Acumen
  • Must-have Nerd Skills
  • Must-be Constantly Learning

12:27 — Adam: You're never going to get perfect data online. (Data scientists want perfect data). Our analysts are comfortable working in a space that everything is not perfect.

12:28 — Adam shares three sample questions to ask a new team member:

  1. We have several varying groups that need access to analytics insights. How would you efficiently get them all what they need?
  2. How do you see a breakdown of the time spent on analytics between data capture, reporting, and analysis?
  3. How do you plan to be data-driven in improving your digital marketing efforts?

12:29 — Adam: Get external help while building team. This great route to go. Hire a consultant — get them to teach your team. Let them help you build reports.

12:30 — Winning Process Vs. Not: Work on the types of projects that your users work on. Look at the process of the winning site. Try to duplicate what is working well compared to what is not.

12:31 — Adam: Collect what matters & Measure the things you care about.

12:32 — Adam: If you did nothing else…Macro Conversions & Micro Conversions (joined one of your communities, joined a news letter). Social is not direct marketing. Tell them about all these great micro interactions that lead up to the purchase.

12:33 — Adam: Create a process for data requests — (so people can ask questions in one place) Why not use a form? This is an easy way to get data for others. (Also specify a timeframe.)

12:34 — Education: Teach everyone how to use data.

12:35 — Digital insights are beneficial to the entire organization:

  • Executives: View the contribution of the web to the bottom line
  • Intelligence: Gain deep customer insights by analyzing behavioral trends.
  • Marketers: Understand how all digital media channels interact with each other before a conversion.
  • Webmasters: Show the value of infrastructure improvements like site load speed and browser type compatibility.
  • Product Designers/Devs: Test feature/benefit messaging to see what customers want.
  • Customer Service: Reduce call center volume by improving online support.

12:36 — Adam: Create best practices & theory training docs.

12:36 — Ask for input & evangelize the process.

12:37 — Adam: Culture shift is an ongoing process. It doesn't happen over night…but can start with 1 big win. Keep the momentum and bring everyone along: Marketers, Sales, Devs, Eng, Execs…etc. Reach across groups/teams for test ideation & input. Lastly, consider a ‘roadshow' of big wins to different groups/stakeholders.

12:38 — Adam: Share you results & teach others to: make a deck with an executive summary, a test design (traffic %, confidence, time period, variation screenshots), results, get in front of all relevant stakeholders & schedule a review meeting. Keep your results in a widely accessible place (ex. Tab within roadmap).

12:39 — Adam: Collect data from multiple data sources. Universal Analytics: Connect the dots on multiple touch-points. Across Screens – sequential screening & Data-Driven.

12:39 — APIs for data Extract & Interoperability. Use apps to beautify your data via “easy button”. Connectors let you easily put data into viz apps.

12:40 — Adam: Share custom dashboards, segments & reports w/ your team & stakeholders.

Dashboards / custom reports / advanced segments: Go to

12:41 — Adam: Take our MOOC! (free, on-demand) at

12:41 — Adam: Questions anytime: @AdamSinger


Q: How can we as leaders, get to a spot to teach and train different metrics?

A: Adam: Looking for a singular metric to define success, one that is not very important. To stay up to date and informed – you need your own sandbox project. Play around. get your team to be able to use it to kick the tires on things. build filters, segments, dashboards..etc. Learn by doing. Get help – get consultants/partners. Make a roadmap.

Q: Early metrics. are there areas you have seen to turn everything around?

A: Adam: Campaign tagging links. first step (if you aren't measuring anything in social)

Q: Insights with benchmarking around attribution that you can give social media as a channel?

A: Adam: Quite a few people opted into data sharing – published research on where social plays. Social is what everyone knows. social is tied to that awareness. you hear things first on social. If you get people to come to your website, from social, use marketing to have more direct response adds. social will get the first credit. Educate on how social fits.

Look at our google analytics customer journey tool. (12 million accounts).

Q: Multiple screening to get a transaction. can you talk more about this. we lose them from mobile to desktop.

A: Adam: Users must be logged in on both devices. this is how you see the whole journey. If someone checks out on mobile then later on came to website & made a purchase. You can use session stitching. The key is that you need to get people to log in.