superweek 2016 - garbage in garbage out: data quality in a tms world
TRANSCRIPT
Reaktor Mannerheimintie 2 00100, Helsinki Finland
tel: +358 9 4152 0200 www.reaktor.com [email protected]
Confidential ©2015 Reaktor All rights reserved
garbage in, garbage out Data quality in a TMS world
Simo Ahava Senior Data Advocate
Simo AhavaSenior Data Advocate, Reaktor
Google Developer Expert, Google Analytics
Blogger, developer, www.simoahava.com
Twitter-er, @SimoAhava
Google+:er, +SimoAhava
Data quality isn’t fixed. Depending on the
hypothesis, a single data set can shift from
useless to incredibly insightful without a
single datum changing shape, size, form, or
function.
#1 Data is subjective
Plug-and-play AnalyticsData quality isn’t acquired — it’s earned.
@SimoAhava from @ReaktorNow | #SPWK | 5 Feb 2016
Your organization is creating absurd
amounts of data with every passing second,
and it’s very difficult to adapt to the fluctuations
without an agile, process-driven mindset.
#2 Data is a process
Silos, so what?As long as the work gets done, right?
@SimoAhava from @ReaktorNow | #SPWK | 5 Feb 2016
Data is the lifeblood of the organization. It flows
through all departments, across job titles,
permeating the very fabric of the organization,
reinforcing its foundations for growth.
#3 Data abhors silos
Monthly reports which lack relevance, are rife with generic suggestions that lack research in the context of your business, reiteration of previous month’s points, even if there are
solid reasons why they weren’t addressed.
Ridiculously ugly and ineffective JavaScript hacks for measurement points which should be tackled in the Data Layer.
Hiding behind data, and passing blame to other silos.
Could someone fix the Bounce Rate metric on our
site?
Analytics feature requests are deprioritized, and deployed extremely infrequently.
Fix transactionRevenue to show revenue, not
customer weight.
Communication is difficult due to the overhead of meeting face-to-face, project plans are set in stone during sales, and it’s difficult to change existing project goals or set new ones
due to consultants being hired as "extra pairs of hands" rather than advisors.
Cure I: The Data LayerUsing technology to solve communication problems
@SimoAhava from @ReaktorNow | #SPWK | 5 Feb 2016
1. Set of business requirementsfor tracking digital assets,visits, and visitors.
2. Encoded, global data structure, accessed and modified by connected platforms.
1. Set of business requirementsfor tracking digital assets,visits, and visitors.
2. Encoded, global data structure, accessed and modified by connected platforms.
2. Data model of a connected platform, which copies or digests information in the global structure.
1. Set of business requirementsfor tracking digital assets,visits, and visitors.
2. Encoded, global data structure, accessed and modified by connected platforms.
2. Data model of a connected platform, which copies or digests information in the global structure.
dataLayer.push({ 'pageType' : 'home' });
google_tag_manager['GTM-123'] .dataLayer .set('pageType', 'home');
DMP / DWH / TMS / etc.
X X
Actions Presentation
Data Layer
The purpose of a Data Layer is to provide a bilateral layer on the digital asset, which decouples, normalises, and uniformly encodes semantic
information passed through and stored within.
DMP / DWH / TMS / etc.
let tracker = GANTracker.sharedTracker() tracker.trackEvent("revenue", action:"Q1", value:"15678000") tracker.trackEvent("revenue", action:"Q2", value:"16888000") tracker.trackEvent("revenue", action:"Q3", value:"15991000") tracker.trackEvent("revenue", action:"Q4", value:"19133000")
rq12014,rq22014,rq32014,rq42015 15677998,16887988,15990988,19133400
analytics.collect({ ' revenueQ1' : ' 15677998.00', ' revenueQ2' : ' 16887988.00', ' revenueQ3' : ' 15990988.00', ' revenueQ4' : ' 19133400.00' })
DMP / DWH / TMS / etc.
let dataLayer = new Array()dataLayer.push({ "revenue_Q1_2014" : "15677998.00", "revenue_Q2_2014" : "16887988.00", "revenue_Q3_2014" : "15990988.00", "revenue_Q4_2014" : "19133400.00"})
Definition of DoneDeveloped features do not impede measurement. Developed features are trackable.
Sprint
Definition of DoneDeveloped features do not impede measurement. Developed features are trackable.
Sprint
If necessary, feature is encoded with tracking attributes.
If necessary, feature is linked to a Data Layer object.
Feature
Definition of DoneDeveloped features do not impede measurement. Developed features are trackable.
Sprint
If necessary, feature is encoded with tracking attributes.
If necessary, feature is linked to a Data Layer object.
Feature
Attribute syntax is correct for tracking.
Data Layer object syntax is correct.
Task
The entire life cycle of a single data point, from collection to reports,
requires knowledge and expertise to manage.
#4 Data is difficult
1. JavaScript: www.codecademy.com, www.codeschool.com, Professional JavaScript for Web Developers, DOM Enlightenment…
2. Digital analytics: www.kaushik.net, www.simoahava.com, Successful Analytics, Practical Google Analytics and Google Tag Manager for Developers…
3. Training, courses, certifications: Digital Analytics Association, Digital Analytics Fundamentals (Google), Market Motive…
4. Conferences: MeasureCamp, SMX, eMetrics, Digital Analytics Hub, ConversionXL, Superweek, All Things Data…
"Business owner"- No operational skills
+ Strategic
"Developer"- Uncooperative
+ Methodical
"Marketer"- Bully
+ Consultative
+ Passionate, actively interested+ Understands ever-changing requirements+ Good grasp of digital tech+ Statistical mindset+ Knows the product / service inside and out+ Critical about the present, curious about the future
+ Dedicated sandbox
+ Website or blog to test new ideas on
+ Test and debug setups in Google Analytics and Google Tag Manager
+ Utilization of GTM environments
Data is difficultData quality is earned, not acquired
@SimoAhava from @ReaktorNow | #SPWK | 5 Feb 2016
Thank [email protected]
www.simoahava.com
Twitter: @SimoAhava
Google+: +SimoAhava
Data is difficult - http://goo.gl/53aFUU
The Schema Conspiracy - http://goo.gl/o2Pwys
Further reading:
10 Truths About Data - http://goo.gl/EpesEj