The Magic of Universal Analytics: Strategy, Tactics, Implementation Tips

In a Q&A after a keynote a couple of years ago, I was asked: “When will traditional business analysis subsume the web analytics silo?”
My reply: “All business will ultimately be digital, so, if anything, web analytics will subsume business analysis!”
That was a half-cheeky reply. But, if you reflect upon the developments in analytics over the last couple of years it is incredible to see that we, web analytics, have moved so quickly towards the aforementioned outcome.
In fact, even the term digital analytics is too stifling. It is all just business analysis – with digital being a dominant factor in influence (marketing, advertising, experiences, connections, relationships et. al.), digital plus real world owning outcomes (of the commerce type) and some facets of influence.
Business analysis. No digital. No web. No offline. No just this or that silo.
And, 15 years later I get to go back to my first job title after graduating from MBA school. Senior Business Analyst! : )
So, in our world, web analytics, what is helping us embrace to this change? Moving us away from our digital only silo? A little something, that Google Analytics calls, Universal Analytics.
It was announced to the world perhaps 24 months ago – in classic Google fashion, with a bold vision that was not fully baked. Gotta love those betas! The team at Google, thanks to that bold vision, has continued to invest time and people, and execute quickly. Universal analytics has been out, in proper fully baked production release, for a little while. It has exciting new features, an exciting cluster of new analyses you can do, and a lot that was impossible before. It allows you to be a full-blooded Business

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