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Meaningful Data@SimoAhava #IxDAHel
Simo AhavaGoogle Developer ExpertSenior Data Advocate, Reaktor
www.simoahava.comTwitter: @SimoAhavaGoogle+: +SimoAhava
@SimoAhava #IxDAHel
Agenda
1. The Schema Conspiracy2. The hunt for Meaningful Data3. Survival tips
@SimoAhava #IxDAHel
The Schema Conspiracy
@SimoAhava #IxDAHel
Google Analytics is a tool designed to work for
9,163,750* businesses
@SimoAhava #IxDAHel * Author’s estimate, not an official figure
It is thus conceivable Google doesn’t know
what your business KPIs are
@SimoAhava #IxDAHel
And yet we still rarely go beyond the default
@SimoAhava #IxDAHel
DEAR BOSS,
Last month, the number of Sessions on our site was…
2,578,000...which is an uplift of +2.78% compared to last month.
@SimoAhava #IxDAHel
DEAR BOSS,
Last month, the eCommerce Conversion Rate on our site was…
21.20%...which is an uplift of +5% compared to last month.
@SimoAhava #IxDAHel
All metrics and dimensions used by a data collection / processing / reporting
platform subscribe to the schemas of said platform.
All metrics and dimensions used by a data collection / processing / reporting
platform subscribe to the schemas of said platform.
Sessionization Schema
All metrics and dimensions used by a data collection / processing / reporting
platform subscribe to the schemas of said platform.
Event Tracking Schema
All metrics and dimensions used by a data collection / processing / reporting
platform subscribe to the schemas of said platform.
Transactional Schema
This has two major implications on how we should approach data
@SimoAhava #IxDAHel
1@SimoAhava #IxDAHel
All sessionized data is arbitrary
@SimoAhava #IxDAHel
@SimoAhava #IxDAHel
Fictional
@SimoAhava #IxDAHel
Fictional
Fictional
@SimoAhava #IxDAHel
Fictional
Fictional
Fictional
@SimoAhava #IxDAHel
Fictional
Fictional
Fictional
Fictional
How can an arbitrary, fictional metric ever be a
good KPI?*
@SimoAhava #IxDAHel * Rhetorical question, it can’t
2@SimoAhava #IxDAHel
Data quality is achieved, not acquired
Stay away from aggregate metrics.
@SimoAhava #IxDAHel
Stay away from aggregate metrics.
Segment, customize,combine, visualize.
@SimoAhava #IxDAHel
Aggregate
Segmented
User-centric
Integrated
Predictive
@SimoAhava #IxDAHel
Our website’s eCommerce Conversion Rate for January was...
21.20%
Aggregate
Segmented
User-centric
Integrated
Predictive
@SimoAhava #IxDAHel
Visitors who landed on our website through our January Facebook campaign had an eCommerce
Conversion Rate of....
12.57%
Aggregate
Segmented
User-centric
Integrated
Predictive
@SimoAhava #IxDAHel
Visitors with no previous transactions, who landed on our site
through the January Facebook campaign, converted at a rate of...
28.12%
Aggregate
Segmented
User-centric
Integrated
Predictive
@SimoAhava #IxDAHel
Our customers from Espoo between the ages 17–24, who landed on our site through the January Facebook campaign, converted at a rate of...
13.50%
Aggregate
Segmented
User-centric
Integrated
Predictive
@SimoAhava #IxDAHel
Based on our customer segments, on our campaign efficiency across
channels, on seasonality, and on current competition, we predict that the following constraints apply to our
Spring campaigns:
The hunt for Meaningful Data
@SimoAhava #IxDAHel
Idea #1: Enrich data
Q: How can I correlate weather with online bookings on a golf course?
@SimoAhava #IxDAHel
Idea #1: Enrich data
Today
@SimoAhava #IxDAHel
Idea #1: Enrich data
Today
@SimoAhava #IxDAHel
Idea #1: Enrich data
1. Visitor lands on website2. Geolocate visitor using their IP address3. Query for weather conditions using
OpenWeatherMap API4. Annotate session with weather data5. Segment sessions by weather condition and verify
correlation
@SimoAhava #IxDAHel
Idea #1: Enrich data
Weather - type Path Length
Revenue Average Order Value
Per Session Value
Clear 0 €7,887.60 €55.00 €3.15
Clouds 0 €3,454.20 €70.00 €2.03
Rain 0 €565.00 €75.00 €0.12
http://goo.gl/NwyBaj
@SimoAhava #IxDAHel
Idea #1: Enrich data
NEXT STEPS- Query for “next weekend” or “upcoming holiday”
forecast instead- Automatic bid adjustment due to weather
conditions- Push campaigns for golf simulator, club house
benefits, sauna, etc. if weather is horrible
@SimoAhava #IxDAHel
Idea #2: Enrich and integrate data
Q: How do I get full customer journey from first exposure to booking to shopping on the boat?
@SimoAhava #IxDAHel
Idea #2: Enrich and integrate data
Average order value from online channels:
750€
250€
Revenue per customer:
Customer Shopping Eating Fun
A3224 12€ 20€ 20€
A3225 175€ 100€ 120€
@SimoAhava #IxDAHel
Idea #2: Enrich and integrate data
Average order value from online channels:
750€
250€
Revenue per customer:
Customer Shopping Eating Fun
A3224 12€ 20€ 20€
A3225 175€ 100€ 120€
@SimoAhava #IxDAHel
Idea #2: Enrich and integrate data
1. Visitor lands on website2. Their session is annotated with their unique
ClientID3. This ClientID is also sent with the booking to the
CRM4. On board, the key card registers all purchases to
this ClientID5. Finally, data is pulled out of the web analytics
platform and the CRM, and combined in Tableau
@SimoAhava #IxDAHel
Idea #2: Enrich and integrate data
True average order value from online
channels:
850€
1250€
@SimoAhava #IxDAHel
Survival tips
@SimoAhava #IxDAHel
Tip #1: Explore beyond defaults
@SimoAhava #IxDAHel
Be critical: Plug-and-play analytics is not conducive to data-driven insight.
Tip #2: Be aware of the Schema
@SimoAhava #IxDAHel
Be critical: Focusing on heavily sessionized metrics might not be relevant.
Tip #3: The 3 rules of data collection
@SimoAhava #IxDAHel
1. Rule of data passivity :: data does nothing, data beats nothing. It’s a passive medium and requires an active agent (analyst) to interpret.
2. Rule of data subjectivity :: any interpretation of data relies on a well-formulated hypothesis. Whether data is ”bad” or ”good” depends on what you want to know.
3. Rule of data scarcity :: no matter what you do, you will never have all the data. An arbitrary line must be drawn, and you must understand where and why this artificial limit exists.
Tip #4: BE CRITICAL
@SimoAhava #IxDAHel
Data quality is directly proportional to your understanding of the data collection method.
Bonus tip
@SimoAhava #IxDAHel
read www.simoahava.com
Thank you!
simoahava.comreaktor.comTwitter: @SimoAhavaGoogle+: +SimoAhavaEmail: [email protected]
@SimoAhava #IxDAHel