Events, clickstream data or hits (as they are known in the world of Google Analytics) are the building blocks of all marketing analytics suites. In the past they have been processed and aggregated into prefabricated reports before we interact with them. With compute and storage costs dropping, using these raw hits suddenly becomes a viable and powerful option. They require some extra leg work to use but in return offer some great advantages including the ability to reprocess the data as many times as you see fit.

With the introduction of App + Web, the next generation of Google Analytics is here. In this session, Charles will cover all of the new features App + Web provides over the current Google Analytics, explore the differences in their data models, and provide resources to get started.

Have you ever been at a loud party, or a bar, and you suddenly pick out your name being said by your friend down the end of the bar? Your brain exists to find the signal in the noise and pluck out personalized experiences. It's rooted deep in our psychology, and our need for control and to reduce information overload, but at the core... it's just how our brains physically work. There are a number of (expensive) systems that can help you employ personalization on your website, but did you know you could use personalization techniques on your site essentially overnight using free tools, and get some pretty insane results? Using free Google Analytics and Google Tag Manager, we helped one client increase their conversion rate by 32X (from 1% to 32%) using free tools, without even having to go through their developers. We'll walk through why humans do the things we do, and then dig into how you too can employ a similar personalization scheme using tools within the Google Marketing Platform to hopefully get some similarly crazy results.