decoding & demystifying data integration
DESCRIPTION
As the digital marketing ecosystem gets more complex—more channels, more sources, more customers—it gets more difficult to understand what it all means. And let's not even talk about how expensive it can be to analyze it all. But it doesn't have to be that way. This presentation outlines how even a sole analyst can make strides to integrate data for a more comprehensive picture of marketing success. Also available via video playback of webinar: http://www.tableausoftware.com/learn/webinars/decoding-and-demystifying-marketing-data-integrationTRANSCRIPT
DECODING & DEMYSTIFYING DATA INTEGRATION
DECODING & DEMYSTIFYING DATA INTEGRATION
Partner, Web Analytics Demystified
Partner, Web Analytics Demystified
MICHELE KISSMICHELE KISS
WEB ANALYTICS DEMYSTIFIED
We literally wrote the book(s) on digital analytics!
@michelejkiss
@michelejkiss
Remember the good ol’ days?
@michelejkiss
The consumer journey
@michelejkiss
@michelejkiss
@michelejkiss
@michelejkiss
@michelejkiss
@michelejkiss
Inconsistent user experience...
@michelejkiss
@michelejkiss@michelejkiss
@michelejkiss
“What can I do?”
@michelejkiss
@michelejkiss@michelejkiss
@michelejkiss
@michelejkiss
@michelejkiss
DATA INTEGRATION EVOLUTION
@michelejkiss
Siloed marketing views and reports:
•Website
•Social
Integrated views:
•Campaign/initiative success
•KPI measurement across channels
•Comparing trended data across channels
Customer as the common identifier:
•Understanding the individual across channels
@michelejkiss
Siloed marketing views and reports:
•Website
•Social
Integrated views:
•Campaign/initiative success
•KPI measurement across channels
•Comparing trended data across channels
Customer as the common identifier:
•Understanding the individual across channels
@michelejkiss
@michelejkiss
@michelejkiss
“Just pull all the data in, then we’ll figure it out”
is not a strategy
@michelejkiss
@michelejkiss
DON’T THINK ABOUT METRICS.DON’T THINK ABOUT METRICS.START WITH GOALS AND OBJECTIVES.
(Metrics for metrics’ sake are worthless. )
What are the overall business goals?
What are the goals of this effort?
What do you WANT?How will you know if you got it?
START WITH GOALS AND OBJECTIVES.(Metrics for metrics’ sake are worthless. )
What are the overall business goals?
What are the goals of this effort?
What do you WANT?How will you know if you got it?
@michelejkiss
Defining what’s important is more work up front, but it gives you the structure to know what to bring in.
@michelejkiss
DEFINE KPIs
This isn’t a list of
“every metric we can think of to put on a report”or “every metric I can pull out of Google Analytics”
These critical metrics will be used to determine success.
They define what you want out of the effort.
@michelejkiss
Business Objectives Measurable KPIs
@michelejkiss
IDENTIFY YOUR SOURCES
You’ve determined your KPIs...
•What data sources do they come from?
•How can you access?
@michelejkiss
Does the data exist?
@michelejkiss
1. Does it exist at all?
Does the data exist?
@michelejkiss
1. Does it exist at all?2. Does it exist in the tools you have access to?
Does the data exist?
@michelejkiss
1. Does it exist at all?2. Does it exist in the tools you have access to?
3. Does it exist in the format you need?
Does the data exist?
@michelejkiss
Direct Connector
Direct Connector
Excel, Access or Text fileGoogle BigQuery, HIVE,ODBC and more
@michelejkiss
METHODS OF ACCESS
BRING IT ALL TOGETHER
Campaign Goal: Engage consumers and drive purchase via photos, sharing and coupons
KPI Goal Target Actual % to Goal
Coupon Prints Purchase intent
20,000 25,000 125%
Coupon Redemption
Purchase 15,000 12,500 83%
Photo Submissions on microsite
Engagement 50,000 49,000 98%
Facebook Coupon Shares
Awareness 18,000 25,000 139%
@michelejkiss
You’ll still dive deeper…
@michelejkiss
@michelejkiss
Forest, not trees@michelejkiss
Partner, Web Analytics Demystified
@michelejkiss
Partner, Web Analytics Demystified
@michelejkiss
MICHELE KISSMICHELE KISS
Questions?