You use APIs and third-party services to automate the extraction of data from a web analytics tool. But what about automating the sending of data too? In this hands-on talk, Damion shows you how to use services like IFTTT and Zapier to augment the clickstream with context.

A lot of APIs - both free and paid - can be used to enrich data tracked in web analytics products and this could also include your own created internal APIs to access relevant data, reacting to realtime interactions of your users as they browse. This session dives into some practical examples of doing just that, using R and tag management systems in connection with generally used web technologies.