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Reporting with BigQuery

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► GETTING STARTED WITH GOOGLE ANALYTICS 360
► REPORTING WITH BIGQUERY
► ONE OF THE KEY ADVANTAGES OF ANALYTICS 360
► IS THE ABILITY TO SEAMLESSLY EXPORT GOOGLE ANALYTICS 360 DATA
► TO GOOGLE BIGQUERY IN NEAR REAL-TIME.
► THIS MEANS THAT YOUR ORGANIZATION CAN HARNESS
► GOOGLE’S INFRASTRUCTURE TO POWER FAST AND
► FLEXIBLE QUERIES OVER MASSIVE DATA SETS.
► BIGQUERY IS A DATA WAREHOUSE THAT LETS DEVELOPERS
► AND BUSINESSES TAP INTO POWERFUL DATA ANALYTICS 360
► ON DEMAND USING A FAMILIAR SQL-LIKE
► QUERY LANGUAGE ACROSS TERABYTES OF DATA.
► ANALYTICS 360 360 AS WELL AS OTHER GOOGLE PRODUCTS
► CAN EASILY EXPORT DATA TO BIGQUERY.
► GOOGLE ANALYTICS 360 FOR FIREBASE INTEGRATES WITH
► BIGQUERY VERY MUCH LIKE ANALYTICS 360 360 DOES
► AND NOW THE GOOGLE DATA TRANSFER SERVICE
► LETS YOU EXPORT DATA FROM OTHER GOOGLE TOOLS
► LIKE ADWORDS AND YOUTUBE.
► BIGQUERY CAN ALSO BE USED TO COMBINE DATA
► FROM OTHER SOURCES.
► THIS LETS YOU TIE YOUR ANALYTICS 360 DATA
► TO OTHER DATA FROM YOUR ORGANIZATION.
► ADDING OTHER DATA SOURCES TO BIGQUERY MAY REQUIRE
► USING AN EXTRACT TRANSFORM AND LOAD – OR ETL – PROCESS
► BUT THE ANALYTICS 360 INTEGRATION IS SEAMLESS.
► GOOGLE IS DOING ALL THAT ETL WORK FOR YOU.
► BECAUSE BIGQUERY IS PART OF THE GOOGLE CLOUD PLATFORM
► YOU CAN USE OTHER COMPONENTS OF THAT PLATFORM
► TO ANALYZE STORE OR OTHERWISE PROCESS YOUR DATA.
► BIGQUERY HAS NO VISUALIZATION CAPABILITIES
► BUT IT INTEGRATES WELL WITH VARIOUS VISUALIZATION TOOLS.
► GOOGLE’S DATA STUDIO HAS A DATA CONNECTOR FOR BIGQUERY
► THAT LETS YOU ACCESS ANY BIGQUERY DATA SOURCE
► NOT JUST ANALYTICS 360 .
► LET’S DISCUSS WHAT YOU CAN DO WHEN USING BIGQUERY
► WITH YOUR GOOGLE ANALYTICS 360 DATA.
► ONE OF THE BIGGEST DRIVERS FOR EXPORTING YOUR
► ANALYTICS 360 DATA TO BIGQUERY
► IS THE FLEXIBILITY OF COMBINING IT WITH DATA FROM OTHER SOURCES.
► THERE ARE ALSO ADDITIONAL BENEFITS.
► WHILE ANALYTICS 360 HAS MUCH HIGHER SAMPLING THRESHOLDS THAN ANALYTICS 360 STANDARD
► WITH BIGQUERY YOU AVOID SAMPLING ALTOGETHER.
► THIS LETS YOU ANALYZE MASSIVE AMOUNTS OF HISTORICAL DATA.
► WHEN YOU EXPORT ANALYTICS 360 DATA TO BIGQUERY
► YOU HAVE ALL YOUR DATA AT THE HIT LEVEL
► GIVING YOU BETTER GRANULARITY FOR ANALYSIS
► THAN WHAT’S AVAILABLE IN THE GOOGLE ANALYTICS 360 INTERFACE.
► AND FINALLY YOU CAN PERFORM DEEP PATH ANALYSIS
► AND OTHER ANALYSIS THAT CAN’T BE PERFORMED
► USING ANALYTICS 360 DATA IN THE WEB UI
► LIKE CLUSTERING OR GROUPING AND CROSS-DEVICE AND CROSS-SESSION ANALYSIS.
► THE STANDARD AND CUSTOM REPORTS IN GOOGLE ANALYTICS 360
► AGGREGATE USERS’ ACTIVITY TO MAKE EVERYDAY REPORTING EASY AND QUICK.
► FOR FEATURES SPECIFIC TO A PARTICULAR WEB APPLICATION
► BIGQUERY PROVIDES THE NEEDED FLEXIBILITY
► TO MODEL THE DATA ANY WAY YOU LIKE
► THEREBY ENABLING THE CREATION OF TOTALLY NEW REPORTS.
► LET’S WALK THROUGH A COUPLE OF EXAMPLES.
► LET’S SAY YOUR SITE PROVIDES ONLINE COURSES.
► YOU COULD USE BIGQUERY TO ANALYZE ACQUISITION
► AND RETENTION OF STUDENTS AND ANSWER QUESTIONS LIKE:
► HOW MUCH TIME PASSES BETWEEN WHEN A
► STUDENT SIGNS UP FOR HER FIRST COURSE
► UNTIL THE TIME SHE SIGNS UP FOR A SECOND COURSE?
► OR – WHAT’S THE AVERAGE AND DISTRIBUTION
► AROUND HOW MUCH TIME PASSES BETWEEN COURSE SIGNUPS?
► THE AMOUNT OF TIME BETWEEN COURSE SIGNUPS
► IS NOT READILY AVAILABLE IN THE GOOGLE ANALYTICS 360
► STANDARD OR CUSTOM REPORTS BUT IS EASILY
► CALCULATED IN BIGQUERY
► AS LONG AS YOU’RE FAMILIAR WITH SQL.
► YOU COULD ALSO USE BIGQUERY TO ANSWER QUESTIONS LIKE:
► WHAT ARE THE MOST AND LEAST COMMON PAGE PATHS
► THAT USERS TAKE ACROSS THE SITE
► AND HOW DO THOSE PATHS DIFFER BETWEEN USERS
► WHO SIGN UP FOR A CLASS VERSUS THOSE WHO DON’T?
► IN THE GOOGLE ANALYTICS 360 INTERFACE YOU CAN’T
► GET THE RAW UNSAMPLED PATHS THAT A USER FOLLOWED.
► WITH BIGQUERY YOU CAN ESSENTIALLY SAY
► SHOW ME THE MOST COMMON STEPS.
► IN A SIMILAR WAY YOU CAN USE BIGQUERY
► TO ANALYZE THE CHARACTERISTICS COMMON
► TO HIGH-VALUE RETURNING CUSTOMERS.
► THEN YOU CAN USE THOSE INSIGHTS TO STEER YOUR
► NEW USER ACQUISITION EFFORTS TOWARDS CUSTOMERS
► IDEALLY YOU’D PERFORM THIS ANALYSIS
► THAT ARE MORE LIKELY TO DEMONSTRATE A HIGHER LIFETIME VALUE.
► OVER A LARGE NUMBER OF CUSTOMER INTERACTIONS.
► SIMPLY BECAUSE OF THE VOLUME OF DATA INVOLVED
► BIGQUERY WOULD BE AN IDEAL TOOL FOR YOUR TEAM.
► USING THIS TYPE OF ANALYSIS YOU MIGHT DISCOVER THAT:
► SOME CITIES EXHIBIT DRAMATICALLY DIFFERENT BEHAVIOR
► THAN OTHER CITIES SO YOUR TEAM MIGHT WANT TO
► TAILOR THEIR MARKETING STRATEGY BY LOCATION.
► OR – YOU MIGHT FIND THAT A PARTICULAR COHORT OF CUSTOMERS
► ALMOST ALWAYS PURCHASES AFTER A PARTICULAR TYPE OF CAMPAIGN.
► IF YOU’RE ALSO RECORDING A USER ID FOR THESE CUSTOMERS
► OR PERHAPS YOU LEARN THAT A PARTICULAR NEWS EVENT WAS HIGHLY CORRELATED
► MOST LOYAL CUSTOMERS.
► THESE ARE JUST A FEW EXAMPLES OF THE REPORTING CAPABILITIES
► MADE ACCESSIBLE BY BIGQUERY.
► YOU SHOULD NOW UNDERSTAND THE KEY BENEFITS
► OF INTEGRATING AND REPORTING WITH BIGQUERY.
► IN THE NEXT LESSON WE’LL COVER IMPORTANT CONSIDERATIONS TO KEEP IN MIND
► AS YOU GET STARTED USING ANALYTICS 360 WITH BIGQUERY.

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