ROI Revolution Attends 3rd Annual GAAC Summit

Hey, look! It’s a gaggle of GAACs!

Every year when autumn rolls around, you’ll find the ROI Revolution Analytics Team hard at work planning our strategy. Not for clients (we do that all year ’round, of course) but for the strange and fun activities planned at the annual Google Analytics Authorized Consultant Summit. Last year, it was Rock Band. This year, trampoline dodgeball.

Not all of our time at Google is spent jumping around on trampolines and pegging each other with balls. For four days, Google Partners from around the world convene in Mountain View to talk about the state of analytics and optimization, learn from one another, and push the limit when it comes to supporting our favorite free analytics platform.

Click for a rundown of what we covered…

Day One: Google Website Optimizer

  • Dan Siroker, former director of analytics for the Obama Presidential Campaign and founder of the online multiplayer game CarrotSticks, talked about how his team used Google Analytics, Google Website Optimizer, and other free tools to help Obama win the presidential election.
  • Sandra Cheng, Product Manager of Google Website Optimizer, and Trevor Claiborne, Product Marketing Manager of Google Website Optimizer, talked about the future of the free website testing and optimization tool. There’s some exciting stuff coming, not least of which were the recently announced over-time charts and the experiment management API.
Google Analytics Product Marketing Manager Eva Woo and her magical margarita machine. I want one for the ROI office.

Day Two: Google Analytics

  • The keynote, by Avinash Kaushik, was, as always, eye-opening and in-your-face. We <3 Avinash.
  • Phil Mui, senior product manager for Google Analytics, discussed the roadmap. He touched on engagement goals, mobile reporting, and multiple custom variables, all announced a week later.
  • What am I most excited about? Analytics Intelligence, an algorithmic intelligence engine for Google Analytics to provide automated alerts for significant changes in your site’s metrics. We’ve been using it in beta and we’re glad we can share it with all of our clients!
  • After all of the announcements, we headed to Sky High Sports in Santa Clara and did our trampoline dodgeball. All of our practice paid off when we were unceremoniously destroyed in the first round.

Day Three: More Google Analytics

  • Hal Varian, Google’s Chief Economist, talked about using Google tools to “predict the present” and glean important intelligence about the current economic situation. Very cool stuff.Lots of discussion on the Google Analytics API, as well as some exciting developments in the works for Google Analytics and advertisers. We can’t say much yet, but it’s really a great time to be using Google Analytics!

Day Four: Urchin

We heard some awesome news from the Urchin team on the development of the Urchin software. Stay tuned to the blog for more news as it comes!

That’s about it. In spite of our crushing dodgeball defeat, it was a great time and we were glad to chat with analysts from all over the world. We can hardly wait ’til next year. We’re all secretly hoping next year’s event is Slamball.


Yeaaaah. Not so much.