구글 빅쿼리와 ga 360을 활용한온오프 데이터 연동 분석 사례
TRANSCRIPT
구글 빅쿼리와 GA360을활용한 온오프데이터 연동
분석사례
September. 2017
IndexHow business can utilize GA 360 + Google BigQuery Integration
• Brief Introduction To Google Analytics 360 Suite
• GA 360 & BigQuery Integrations benefits
• User Case
-온오프연동분석
-데이터내재화
- 퀵리포팅및시각화
• BigQuery Basic Concept
• Datalicious Optima Hub Platform on Google Cloud Platform
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Google Analytics 360 Suite when launched
Data Studio 360 Data Analysis and Visualisation
Tag Manager 360 Data Collection
Analytics 360
Customer
Insights
Attribution 360
Marketing
Measurement
Optimise 360
Site Testing and
Personalisation
Audience Center 360
Audience
Management
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Go from insight to impact, faster
Analytics 360을통해발견된유의미한고객세그먼트를 Audience Center 360으로전송, 다양한통합마케팅캠페인의타겟팅조건으로삼고, 통합마케팅을통해유입된고객에게 Optimize 360을통해개인화된온사이트/인앱메시지를전달,Attribution 360 을통해마케팅활동의직접적성과뿐만아닌간접적 성과까지그기여도를분석하고, Data Studio 360 을통해이러한인사이트들이신속하고폭넓게조직내공유되는프로세스를지향합니다.
도출 된인사이트가 보다 신속히 비즈니스 성과로 귀결될 수있도록!!
GA 360 & BigQueryIntegrations Benefits
- Beauty of Raw Data Access
CRM
Call Center
Ads Data
Offline Marketing Cost Data
3rd Party Data
Leads Data
Vendor Data
2nd Party / Partner Data
POS data
CRM
Call Center
Ads Data
Offline Marketing Cost Data
3rd Party Data
Leads Data
Vendor Data
2nd Party / Partner Data
POS data
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Premium Google stack integrations
Execution LayerExecution Layer
Offline data
Monetisation
All Major BMP’s
The “rest”: Customer surveys, ERP, bookkeeping, R&D
DM, CRM, call center & POS
Data Export
Campaign ManagerBid ManagerSearch
Ad ExchangeDFP
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Using BigQuery & Integrating Data with Other System
Corporate data3rd party data Co-Workers
App EngineApp
Google SpreadsheetsMicrosoft Excel
Other BI Tools
Scalable Storage
Analyse InteractivelyMash it up
Securely Share /distribute the results
Share all your datain the cloud
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Predictive analytics with GA360 & R
CRM
Online Subscriptions
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Transactions plus behaviours
CRM Profile Site Behaviour
one-off collection of demographical data
age, gender, address, etc
customer lifecycle metrics and key dates
profitability, expiration, etc
predictive models based on data mining
propensity to buy, churn, etc
historical data from previous transactions
average order value, points, etc
tracking of purchase funnel stage
browsing, checkout, etc
tracking of content preferences
products, brands, features, etc
tracking of external campaign responses
search terms, referrers, etc
tracking of internal promotion responses
emails, internal search, etc
Updated Occasionally Updated Continuously
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Using BigQuery with GA360
● Can export session and hit data from Google Analytics 360 account to BigQuery● Can associate only one view per property with a single bigquery project.● When integration is complete the GAP view ID becomes the dataset name in BigQuery.
Click
Query[EX] : select date, visitStartTime from
[77413617.ga_sessions_20140915] limit 100
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Using BigQuery with DCM
● DCM Data transfer files○ NetworkAcitivity○ NetworkImpressions○ NetworkClicks
● Exported to google cloud storage bucket daily from DCM platform
● Can setup automatic data import to BigQuery
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Firebase + BigQuery
Androidapp
Androidapp
with playstore
iOS app
Firebase analyticsdashboard
Google Bigquery앱당매시간 마다업로드또는 Conversion 이벤트 발생시
모든앱의로그를모아서 매시간마다업로드또는 Conversion이벤트발생시앱당매시간 마다업로드또는앱이백그라운드로전환되면 업로드
거의즉시
최대 24시간
● No Sampling, Raw Data Access
BigQuery Use-cases-온오프연동분석
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Use Case – On-Offline Analytics
Combined online product browsing data with offline transactional data using BigQuery,
we can figure out the ratio of webrooming and specific behavior pattern and sales cycle between online browsing and
offline purchase, etcc
DataCollector
1st VisitPDP View
DataCollector
2nd VisitPDP View
Log-in
DataCollectorStore Visit
Online
Offline $$$
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활용구문
온라인, 오프라인데이터
웹루밍데이터
Data Cleansing
BigQuery Use-cases-데이터내재화
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Use Case – GA 360 데이터실시간스트리밍구현
Google Analytics360
Real time data collecting
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Use Case – GA 360 data 내부 BO system 으로연동하는자바모듈개발
- 쿼리링크
- 18, 29라인의날짜를수정순서대로 TIMESTAMP(‘시작일’),TIMESTAMP(‘마지막날’)으로입력
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Use Case – BigQuery Data Integration
Output report with one of the keys
Google AnalyticsAdobe AnalyticsSiteCore
Google BigQueryAdobe WarehouseBackend Analytics
Member IDAdobe Visitor IDSiteCore Cookie ID
Google Client ID
Adobe Visitor ID
SiteCore Cookie ID
BigQuery Use-cases-퀵리포팅및시각화
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Use Case – Ad-hoc query support
Automated specific event performance monitoring using BigQuery
: Every event promoted different set of products, so to report the event performance, the marketers needed to create a
event page view and product purchase behavior sequence segment for each products. 20 products for 1 event means 20
segment creation for 1 report
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Use Case – BigQuery Visualization
Datalicious can also use Bigquery to visualise your data in other platforms such as Datalicious OptimaHub.
Custom reporting and highly tailored reporting so you can get the most out of your GA360 Data.
Analysis of your custom marketing tools Understand how users interact with your site via Events
BigQuery Basic
Concept
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GA360 + BigQuery 연결
Google Analytics > 관리 > 속성설정 > 모든제품 > BigQuery연결클릭
GA 360 고객은월 500달러상당의BigQuery용 Google Analytics 360 크레딧을이용가능
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BigQuery User Interface
GA View ID
Test
GA 360 연동 시GA View ID 별데이터 생성됨
GA data table
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BigQuery 쿼리실행
쿼리문 입력
쿼리문 결과
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BigQuery Structure
Project
Manages billing, users and user
privileges
Contains one or more datasets, jobs,
and access control list
Dataset
Contains tables and views
Access Control applied to all the
tables and views in the dataset
z
Project - (billing, top-level Container)
Dataset (organization, access control)
Table (data with schema)
Job (query, import, export, copy)
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BigQuery Structure
Table
Collection of columns and rows
Have schema
Views are supported
Tables can be external or federated
Job
Used to start all potentially long
running process (import, export),
Can be cancelled
z
Project - (billing, top-level Container)
Dataset (organization, access control)
Table (data with schema)
Job (query, import, export, copy)
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Working With Bigquery
Data Import
● Can import csv,
json and avro file
● Schema is
mandatory
● csv doesn’t
support multi-
valued or nested
fields
● For large file
better to upload to
GCS first and
import from there
● Limit - 4GB
compressed
upload, 5TB
uncompressed
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Working With Bigquery
Data Export
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Working With Bigquery
Querying Table
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Useful Links
활용예문
1. BigQuery Query Reference: https://cloud.google.com/bigquery/query-
reference#select
2.BigQuery Concepts: https://cloud.google.com/bigquery/docs/concepts
3.BigQuery Export Schema:
https://support.google.com/analytics/answer/3437719?hl=en
4.BigQuery Cookbook:
https://support.google.com/analytics/answer/4419694?hl=en&ref_topic
=3416089
Datalicious Optima Hub Platform on GCP
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What do we Do?
People based, custom
media attribution with
OptimaHub
Re-sale, implementation
and ongoing support
within the GA360 Suite
of products
Enterprise level tag
management solution
with multi-platform
support
Data Strategy and
vendor agnostic support
& consultancy
CRM & SCV
Understanding
customers and
personalised experience
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Strategic Partnerships
Exclusive* access to Facebook ID data -
Enabling people basedanalytics
Exclusive* access to Ads Data Hub - Enabling
enhanced performanceanalytics at the most
granular level
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Cloud data warehouse
Media spend optimisation
D A T A L I C I O U S O P T I M A H U B P L A T F O R M
Socialmedia
Reporting & BI Tools
Websites, web applications
POS apps, beacons
Call tracking, live chat
Ad Servers Campaign Tools
Mobile applications
Data collection, standardisation,
enrichment, cross-device ID stitching
Purchase path: Media Attribution
modelling
Single customer view
Personalisation & campaigns
Campaign data (eDM, DM, display)
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Inside Data Collector
Website
Data Collector
Go HTTP Collectoron App Engine
Memcache on App Engine
Python Workers on App Engine
Raw data stored on Google Cloud Storage
Stream Processing
Ba
tch P
roce
ssing
Data Producer
Sun Young Kim Country Manager - Korea
[email protected]+82 10 8425 1188