Google to host analytics conference in Aust

Google will host an analytics conference in Sydney and Melbourne in September and plans to focus the event on the rollout of Universal Analytics to its Google Analytics platform.

The 2014 Google Analytics User Conference will bring together analytics experts from APAC and the US to collaborate on advances in the field.

The Sydney conference will take place on 10 September, and the Melbourne conference is scheduled for 12 September. This year’s event will also include a masterclass in each city that will focus on the technical implementation of Universal Analytics.

Google first launched Universal Analytics in beta in October 2012, and took it out of beta earlier this year. The upgrade includes a new measurement protocol API that offers new tools for integrating analytics across multiple marketing channels and devices.

Businesses can assign each customer a unique and persistent user ID, and use this to collate engagement data from across multiple devices and sessions.

Universal Analytics also allows businesses to include offline interactions in their analytics tracking data.

Key speakers for the user conference will include Google analytics evangelist Justin Cutroni, Loves Data director of digital analytics Benjamin Mangold and Google engineering lead for conversion measurement and attribution Chao Cai.

Image courtesy of Search Engine People Blog under CC