Mark Dirks

Giants, Google Win!

Est. Reading Time: 4 minutes

Could it get any better????  If any of my friends heard that I was traveling to San Francisco in late October, they probably would bet that I was going to the World Series.  Nope.  Instead of going to the ballpark for the World Series with 42,000+ fans and the world watching via TV, I was headed to the Computer History Museum for my 6th straight Google Analytics Summit with 500 fans in attendance from 46 different countries.  I guess this would be an apt comparison if the World Series game was held at Cooperstown (hey, there’s an idea!).

Like I said, could it get any better?  Two days with a technology Giant and an evening with the baseball Giants, especially when baseball and technology have been mainstays in my life.  As we landed in SF on Sunday, the pilot allowed us to listen to the last out of game 4.  Giants win.  Giants sweep.  The dream was over.  No game 6 in SF.  Oh well.

Now my focus was completely on the GA Summit and the gang at Google hit a home run.  Google’s technology superstars shared information, announced new GA features, provided key insights in true partnership fashion and brought the best analytics minds in the world together to network and provide feedback for the next round of enhancements.  See below for the box score and game summary

Best GA Summit yet.  No question that Google has ratcheted up GA support and its features.  The move to Universal Analytics is BIG and will not only give GACPs deeper analytical capabilities, but more importantly, provide even greater value to their clients due to the user-centric focus.

Looking forward to GA Summit 2013 (and maybe a World Series game in CA).

Google Street Car at Museum


Brad Henry (Beacon’s Director of Web Marketing) chatting w/ Jiajing Wang (Google Product Manager)

GA Summit Box Score / Quick Summary

~500 in attendance, GACPs from 46 countries represented, 50 Googlers, GA Premium Customers

Paul Muret, Engineering Director, kicked it off.

  • Our Objective – Move customers along path to conversion.  Awareness > Consideration > Conversion > Loyalty > Advocacy
  • “Zero Moment of Truth” è At the computer… is where customers are being won and lost.
  • Universal Analytics Announcement è “The biggest change to Core GA”
    • Single ID
    • New measurement protocol (across platforms)
    • Simple + Reduced cookie size (82% fewer bytes; 80% fewer cookies)
    • User ID Control è User Centric View
    • Allows integration of offline Conv Tracking, remarketing using offline conversions, understanding of offline/online impact and a more complete picture
    • Dimension Widening è Custom Dimensions + User ID

Avinash Kaushik, Digital Marketing Evangelist, discussed the importance of data capture, providing value to your clients by letting the data drive strategy.  Always entertaining and passionate about what he does.

Bill Kee, Product Manager, had many announcements of new features regarding attribution

  • Attribution Modeling
  • 90 Day configurable lookback window
  • Cost Data included for ROI Analysis
  • New Acquisitions Section (importance of Acquisitions, Behavior and Outcomes)
  • Channel Groupings in Acquisitions
  • New Campaign Management Feature, utm-ID to simplify tagging
  • Data-Driven Attribution Model Selection

Sagnik Nandy, Principal Engineer discussed “User-Centric Analytics” and how the shift in focus has moved from “Sessions” to “Users”.

  • Loyalty, retention and lifetime value are key analytical areas (and possible now).
  • Announced that GA will have 20 custom variables and 200 for Premium.
  • Also announced that the number of rows that can be uploaded is increasing from 5000 to 50 million.
  • It’s important to understand that “User Centric Analysis” is within the foundation of GA – not just another option in the left nav.
  • Unified Segmentation, sequence filtering and RFM capabilities are coming.

Day 2 was a “confidential day”, so I’m not at liberty to share much.  However, the Optimal Analysis Track provided great information, particularly with respect to the importance (and demand) for deeper analysis.  Businesses now expect “ROA”, or Return on Analysis, via data-driven insights to make business/marketing decisions.

  • Jesse Nichols and Timo Josten (Partner Program Managers)
  • Chao Cai, Technical Team Lead (Display)
  • Justin Cutroni (Analytics Advocate)
  • Jesse Savage (Product Manager)
  • Bill Kee (Product Manager)



  1. Ken Pikluik
    Posted November 27, 2012 at 2:48 pm | Permalink

    Going to the Google Summit and the world series is pretty sweet, but if you could have actually driven there in the automated Google car, that would have been truly impressive.

  2. Posted November 27, 2012 at 2:56 pm | Permalink

    Next year!