- In this video, I asked seven Measure experts
what they think is the next tool or technology
that we as data-driven marketers should look out for.
What they said, and more, coming up, right after this.
(techno music)
Hi there, and welcome to another video of Measureschool.com
where we teach you the data-driven way of digital marketing.
My name is Julian, and on this channel, we do marketing
tech reviews, tutorials, and interviews just like this one.
So if you haven't yet, consider subscribing.
Now as you might know, we just attended Measure Camp
in London in 2017 March, actually.
And I had the chance to take my camera with me,
to ask some Measure geeks out there and the people
who were running around and also some experts
on what their opinion is on what is the next
technology or tool we should be looking out for
in order to become more data-driven, more technical,
in our field of marketing.
And here's what they said.
- There's a couple, there's one I did for auditing, like,
600 events, which was just an event ID
added within Google Tag Manager,
so these 600 events
and then that was added into a kind of lookup table
in Google Sheets,
so in fact it creates a feedback loop.
So that when an event stopped working,
I could see the count of that event had
gone down to zero
and then the other events that were working
were like bubbling up so it was like
an instant way of finding stuff that's broken.
And then another good one as well,
a good sort of tip is rather than paying for a
tag scanner, which sometimes they can be a bit
expensive, you can actually add a flag into the
page title.
So, for instance, you had a flag that says
"deployed via Google Tag Manager"
and then you add, create a new Google Analytics profile
and in that Google Analytics Profile you exclude
all the data that has that flag,
then you end up with all the data that's not being
deployed by Google Tag Manager,
so that then means you don't need to run a crawler
to find out where's my code kind of exist outside
of my environment
and it's instant and automatic kind of updates so,
yeah, saves you money on it.
- I mean, in a way, not really.
I am quite, sort of, old,
so like yes, getting older in the industry.
For me right now, most Google Analytics, Google Tag Manager,
and else is pretty much all in Excel.
I do definitely want to learn more Data Studio,
actually how to learn that better,
going from your question,
it's because it's a better tool,
to better the impression of the people at the company,
which they can understand.
If they happen to use Google Analytics,
that's powerful, it's better visualization
then Google Analytics Dashboards,
so I want to get more into using that
and share it with my clients
and throughout the entire company,
so, Data Studio, actually,
is probably the answer to that.
- Well, this isn't a tool per se,
but I've been really for the last year and a half
or two years I've been really into testing,
so not A/B testing, not CRO but actual functional
unit testing of code
and we talk about unit testing in terms of like
a developer paradigm, you test your code
and run sample functions, but you can also do it
in analytics, you can actually proof test
and smoke test your analytics set up.
So, writing tests for your analytics
or tag management set up
or whatever can be really beneficial
in the long run, so that's what I've been doing
for a long time now.
- So my absolute favorite tool is Google Sheets,
which everybody cringes when I say,
but I can do some incredible stuff that very
few people know about, which positions
it very well against Excel and other tools.
In particular there's a really nice function
called query, which let's you do, kind of,
SQL style pivots on data, so there's all sorts of
scenarios where you'll be playing with Excel
and you'll find that the data was too complicated,
not necessarily to big, but you're trying to
do n-dimensional pivots and compare stuff,
Google Sheets is really good at this type of stuff.
You can write SQL queries and say select this
column, but only if this column is bigger
than this column and pivot it like this
and average it and do some really database style stuff
on the fly, without any heavy infrastructure
and you can learn things very quickly.
- There's a couple of really good engines,
I've just seen one that was released today,
a day later, yesterday, a data layer one,
where you can, it does everything you need,
you can, it filters the console out,
so it really highlights all the data layer objects,
it allows you to inject different type of data layer.
Seemo tweeted it the other day.
Analytics Pro Something, I can't remember,
they just updated it
and yeah, that's really, really cool
and it's not really a little software,
but I've been using Tableau a lot in the last
sort of, few months, using Tableau with
GA Data or any data, you get,
you can so quickly start asking questions
and answering questions with GA inside Tableau,
it's a bit annoying the way that the extracts
and the API's work, you have to be a little bit creative
with how you can join multiple API extracts but
once you get over that work,
once you get over that little road bump,
you can really start utilizing your data
and learn more insights quicker, through Tableau.
- So there you have it, now you're up to date
with all the technologies and tools that you should
be looking out for in 2017 to become a more
data-driven marketer.
What do you think?
Is there anything that they forgot?
Is there any exciting technology that you
came across in the last few weeks?
Then let us know in the comments below.
And hey, if you like this video then please
share it to a friend or a colleague
and hit that subscribe button,
because we're bringing new videos every week.
My name is Julian and thanks a lot.