Every 6 months, we head out with some colleagues to London for the famous Measure Camps. This is an unconference that brings the web analytics community together to share knowledge and discuss with peers. This was already the 10th edition for Measure Camp London, so we send our biggest delegation so far: 4 Humix’ers left early in the morning to London.

Our Highlights

Google Optimize advice

The Next Web got early access to Google Optimize, the new A/B testing tool from Google. Martijn Scheijbeler shared some tips and tricks from his first experiences with the tool.

• He recommends to use the JavaScript editor (compared to the visual WYSIWYG editor). This enables you to test entire new features on the website. For example, they tested a “read more” button to increase the engagement of readers.

• For every test, you can add up to 10 standard Google Analytics metrics to Optimize. These metrics don’t have to be selected upfront.

• Every Optimize hit is also send to Google Analytics with the eID. This enables you to do more advanced analyses within Google Analytics.

• If you want to do more advanced targeting within Optimize, you are forced to upgrade to the paid version of the tool. At The Next Web, they avoided this by using DataLayer variables and use these as triggers instead of custom segments.

#WomenInAnalytics

Krista Seiden from Google held a plea for more gender equality in the Analytics scene. It’s not a secret that women are underrepresented in tech jobs. And this is also confirmed in the data industry. There are some demotivating factors that should be tackled in order to change this.

Krista shared some of her own experiences with discrimination based on gender. For example, she often gets the “compliment” that people are surprised to learn that she is more than “the pretty face” of the Google videos. Don’t be fooled guys, Krista knows about analytics!

During the discussion, it became clear that this example sounded very familiar to the other women that were present. Women have to prove themselves before they are being taken seriously. And they are only seldom asked to speak at conferences to share their knowledge.

Krista makes it her personal quest to motivate more woman for a career in analytics and to raise awareness among men to act upon discrimination when they encounter it.