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Scott Shannon
email: public.scott.shannon@gmail.com
email: public.scott.shannon@gmail.com
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How do people around the world use mobile devices? Here is some great summary information, with exportable charts:

https://gweb-consumer-barometer-2014.appspot.com/en/insights/?countryCode=GL

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Creating a sense of urgency with customers leads to sales - I myself have been tempted by so called "flash-sales"...

Here is a cool method of integrating this type of sales promotion in Adwords "auto-magically":

http://cpath.it/1SQTrgU

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Google is providing a new software library for machine learning:

http://www.wired.com/2015/11/google-open-sourcing-tensorflow-shows-ais-future-is-data-not-code/

Highly starred in Github, and great for Python users.

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What are calculated metrics in Google Analytics?

1) A way of getting your own business logic and numbers into Google Analytics reporting.

2) The ability to apply basic numerical calculations on your own business data (usually where your numbers appear on pages/screens your users visit).

3) Example: Let's say it is important to know what users are doing on a certain page - perhaps clicking on something special (a conversion). Each time this occurs you will increment the conversion custom metric by one (custom metrics piggyback GA events or pageviews).

Now it is possible to report the number of conversions per page. For each URL you will have X conversions, and Y pageviews. The calculated metric you define in Google Analytics will be X/Y. See this page for examples of setting custom metrics: https://developers.google.com/analytics/devguides/collection/analyticsjs/custom-dims-mets

This ratio may be larger than 100%, so more gracefully, you may choose to increment the custom metrics by one only the first time it occurs for each user pageview (this occurs by default if the conversion is a navigation to another page (a special part of the site, possibly the 'contact-us' page). This way the custom metrics will always be between zero and 100%, and it will answer the business question: For each of our pages, what is the user's page level conversion rate for each page? (helpful for content marketing and affiliate advertising models)

You may now use a secondary dimension with the calculated metric to indicate what pages drive conversions best.

4) More broadly Google's Universal Analytics allows any internet connected device to send in to this analytics platform. This means customized business data and numerical data of any kind (including scientific measures) may be sent over the Internet to Google's cloud. In addition Google Analytics now allows for this numerical data to be the input (building block) for calculations and derivative values inside Google Analytics.

So, my forecast is that when more people come to understand that Google Analytics is a free and open data storage platform for up to 10 million parcels of data per month (each parcel may have 20 custom dimensions and 20 custom metrics attached to it), then more people will use Google Analytics for things other than Website and mobile app measurement (the original use case).

The paid version of Google Analytics also allows for between one and five billion parcels of data per month with up to 200 custom dimensions and 200 custom metrics in each parcel, so this turns out to be one of the easiest and least expensive "always on" database systems (with a pre-built business intelligence tool on top, to slice and dice data, and get alerts and customized reporting...) This is going to be a big deal for the coming "internet of things" context... 

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Analytics in sports: Used to help predict outcomes, AND to plan the game day strategy...

Sounds a lot like every single business! Having the right intelligence can help managers and directors to develop the winning strategy. 

A few thought provoking videos that apply to +NBA +NHL +NFL +MLB +soccer

https://www.ted.com/talks/rajiv_maheswaran_the_math_behind_basketball_s_wildest_moves?language=en

http://www.sloansportsconference.com/?p=9994

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The evolution of cloud compute...

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This is a great podcast focused on telling your "brand story", highly recommended:
http://goo.gl/krZ4os

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