meaningful data - ixda helsinki 2015
TRANSCRIPT
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Meaningful Data@SimoAhava #IxDAHel
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Simo AhavaGoogle Developer ExpertSenior Data Advocate, Reaktor
www.simoahava.comTwitter: @SimoAhavaGoogle+: +SimoAhava
@SimoAhava #IxDAHel
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Agenda
1. The Schema Conspiracy2. The hunt for Meaningful Data3. Survival tips
@SimoAhava #IxDAHel
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The Schema Conspiracy
@SimoAhava #IxDAHel
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Google Analytics is a tool designed to work for
9,163,750* businesses
@SimoAhava #IxDAHel * Author’s estimate, not an official figure
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It is thus conceivable Google doesn’t know
what your business KPIs are
@SimoAhava #IxDAHel
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And yet we still rarely go beyond the default
@SimoAhava #IxDAHel
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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
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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
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All metrics and dimensions used by a data collection / processing / reporting
platform subscribe to the schemas of said platform.
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All metrics and dimensions used by a data collection / processing / reporting
platform subscribe to the schemas of said platform.
Sessionization Schema
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All metrics and dimensions used by a data collection / processing / reporting
platform subscribe to the schemas of said platform.
Event Tracking Schema
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All metrics and dimensions used by a data collection / processing / reporting
platform subscribe to the schemas of said platform.
Transactional Schema
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This has two major implications on how we should approach data
@SimoAhava #IxDAHel
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1@SimoAhava #IxDAHel
All sessionized data is arbitrary
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@SimoAhava #IxDAHel
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@SimoAhava #IxDAHel
Fictional
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@SimoAhava #IxDAHel
Fictional
Fictional
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@SimoAhava #IxDAHel
Fictional
Fictional
Fictional
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@SimoAhava #IxDAHel
Fictional
Fictional
Fictional
Fictional
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How can an arbitrary, fictional metric ever be a
good KPI?*
@SimoAhava #IxDAHel * Rhetorical question, it can’t
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2@SimoAhava #IxDAHel
Data quality is achieved, not acquired
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Stay away from aggregate metrics.
@SimoAhava #IxDAHel
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Stay away from aggregate metrics.
Segment, customize,combine, visualize.
@SimoAhava #IxDAHel
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Aggregate
Segmented
User-centric
Integrated
Predictive
@SimoAhava #IxDAHel
Our website’s eCommerce Conversion Rate for January was...
21.20%
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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%
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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%
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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%
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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:
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The hunt for Meaningful Data
@SimoAhava #IxDAHel
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Idea #1: Enrich data
Q: How can I correlate weather with online bookings on a golf course?
@SimoAhava #IxDAHel
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Idea #1: Enrich data
Today
@SimoAhava #IxDAHel
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Idea #1: Enrich data
Today
@SimoAhava #IxDAHel
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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
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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
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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
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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
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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
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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
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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
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Idea #2: Enrich and integrate data
True average order value from online
channels:
850€
1250€
@SimoAhava #IxDAHel
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Survival tips
@SimoAhava #IxDAHel
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Tip #1: Explore beyond defaults
@SimoAhava #IxDAHel
Be critical: Plug-and-play analytics is not conducive to data-driven insight.
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Tip #2: Be aware of the Schema
@SimoAhava #IxDAHel
Be critical: Focusing on heavily sessionized metrics might not be relevant.
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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.
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Tip #4: BE CRITICAL
@SimoAhava #IxDAHel
Data quality is directly proportional to your understanding of the data collection method.
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Bonus tip
@SimoAhava #IxDAHel
read www.simoahava.com
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Thank you!
simoahava.comreaktor.comTwitter: @SimoAhavaGoogle+: +SimoAhavaEmail: [email protected]
@SimoAhava #IxDAHel