The idea of advertising interacting with its consumers is not new. But where does online advertising sit in this context? How does it add to the online community? Advertising sets the stage to take control and incentivize what experiences take place, analytics allows us to measure them. If we play it right and measure the right information, it grants us the ability to take action, and enables a better experience.

In this interview, Lucas Pettinati, Lead UX Design, Google Analytics, shares with us a some tidbits from the creative process he leads in the Google Analytics development of new tools and visualization features.

In this presentation, Corey Koberg discusses Social Media measurement using Google Analytics. He starts by talking about what is available from an analysis and collection point of view, social segmentation, social campaign tracking and mobile social interactions.