It’s All About Analytics – Google Analytics Conference 2016

Two weeks ago, coinciding with etailment 2016, the Google Analytics Conference took place at the splendid Hotel Savoyen Vienna. We were there to learn about the latest trends in web analytics and ecommerce. The diverse mix of a training day, presentations, and workshops ensured three exciting days in an inspiring atmosphere.

Training Day

The conference began with a training day, offering two tracks on Google Tag Manager and an introduction to Google Analytics. I chose the Google Analytics section. During the training, all essential areas of the tool were explained in detail. The morning consisted of a fundamental introduction to the concepts and operation of the interface, as well as page and goal analysis.

Unfortunately, the afternoon session was a bit tight for time, so not all points could be presented in detail. I would have liked more input on analysing the entire customer journey. Nevertheless, the first training day was a success, and even as a long-time Analytics user, I gained some new insights. Perhaps I will venture to take the Google Analytics exam soon.

The Main Conference

Tuesday was a clear contrast to the training day: more attendees and exclusively frontal presentations. The central theme of the conference quickly became clear. Everywhere, one heard “Customer Centricity”. The keynote was delivered by Thorben Fasching, Vice President of the German Federal Association for the Digital Economy, and for me, it was one of the highlights of the first day. In an era of information overload, it is increasingly important to listen to customers. Fasching didn't provide answers to the most important issues of our consumer age but posed deeper questions: How can customers decide today what is truly relevant? How can one differentiate from competitors?

According to Fasching, the key to successful change lies in focusing all energy on building something new and making the customer the hero. Products or services have long ceased to be heroes. And when it comes to customers, one should concentrate on one's best customers (groups). One must use collected data to one's advantage and provide the right information at the right time in the right place.

MOST OF THE CONFERENCE DAY'S PRESENTATIONS DEALT WITH FACTS FROM THE DIGITAL WORLD THAT HAVE LONG BEEN OBVIOUS:

• Customers expect a seamless shopping experience regardless of the channel used.
• One of the biggest hurdles is the change in management mindsets and letting go of old principles.
• More and more people are shopping online and via mobile, with access to real-time data influencing purchasing behaviour.
• The "Mobile First" principle continues to merge the online and offline worlds.
• New companies can transform an entire market within a very short time due to digital disruption (keywords Uber and Airbnb).
• A cross-channel strategy is no longer enough; online and offline must be considered as a complete system.

A final highlight of the conference day for me was the panel on "Reinvent or Die". Harald Gutschi from the Unito Group spoke about the transformation of OTTO Versand from a catalogue business to a highly successful online retailer. Gutschi sees the shrinking attention span (of about nine seconds) as one of the major challenges for the future. "The television is the campfire of the future" many young adults will probably recognise themselves in this statement. Families today sit in front of the TV programme while surfing the internet on their smartphones. Social media and buy buttons are thus becoming increasingly important in online business.

Workshops & Best Practices

On the final day, international industry experts provided insights into advanced analytical methods and ecommerce trends. While beacons (not bacon!) were discussed in one room, triggers and variables in Google Tag Manager were philosophised about in another.

I found the presentation of the Design Thinking method particularly exciting on the last day. This is an innovation method for idea generation. Ideally, people with diverse backgrounds are brought together for this method.

During the workshop, we were divided into three groups to reinvent the stationary wine trade. We then used three different tools to try and redesign the shopping experience for the customer. The output was not necessarily revolutionary; ideas such as mobile payment, a customer programme, and improved consultation were generated. Nevertheless, applying the different tools was an interesting experience. And one's personal toolkit of creative methods can never be too large!

Am I an Analytics Professional Now?

For me, the three-day Google Analytics Conference was an exciting experience. From the first day, I gained a great deal regarding the analytical tool from the big G. The second and third days were more focused on ecommerce for me. As is often the case, a lot of hot air was generated around the already known challenges of the digital age. Apart from that, however, many fascinating personalities were present who also gave very intimate insights into their businesses. Ultimately, I gained a lot of input and inspiration for the (Buzzword) Digital Transformation (/Buzzword). Plus, I have a better grasp of Google Analytics.