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Ghent Web Valley & Bloovi present
Google AnalyticsUSER Conference
Bloovi presents:
#GAUCbe
Google AnalyticsUSER Conference #GAUCbe
ReaktorMannerheimintie 200100, Helsinki Finland
tel: +358 9 4152 [email protected]
Confidential©2015 ReaktorAll rights reserved
organization mattersData quality in a TMS world
Simo AhavaSenior Data Advocate
Simo AhavaSenior Data Advocate, ReaktorGoogle Developer Expert, Google AnalyticsBlogger, developer, www.simoahava.comTwitter-er, @SimoAhavaGoogle+: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
@SimoAhava from @ReaktorNow | #GAUCbe | 25 Aug 2016
Plug-and-play AnalyticsData quality isn’t acquired – it’s earned.
from online-behavior.com
Claim 1:Data quality is destroyed
by a broken organization.
Claim 2:A TMS empowers
developers more than others.
@SimoAhava from @ReaktorNow | #GAUCbe | 25 Aug 2016
The root of all evilThe "project".
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
The project is often a series of handovers,
breeding non-involvement.
Specification Implementation Analysis Results
Businessowner
Marketing
Developer
This leads necessarily to silos, which have entry
and exit conditions.
Implementation Analysis Results
Businessowner
Marketing
Developer
Specification
Implementation Analysis Results
Businessowner
Marketing
Developer
Specification
@SimoAhava from @ReaktorNow | #GAUCbe | 25 Aug 2016
Silos, so what?As long as the work gets done, right?
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
Do these sound familiar:
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.
These are symptoms of data being treated as a
project outcome.
@SimoAhava from @ReaktorNow | #GAUCbe | 25 Aug 2016
Cure I: The Data LayerUsing technology to solve communication problems.
Typically, there are three definitions
of Data Layer that we use in the digital world.
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');
Across all three definitions, the purpose of a Data Layer
is simple:
DMP / DWH / TMS / etc.
X X
Actions Presentation
Data Layer
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.
The Data Layer is a joint venture, where people and
systems communicate across silos.
DMP / DWH / TMS / etc.
le t t racker = GANTracker.sharedTracker()t racker. t rackEvent("revenue", act ion:"Q1", value:"15678000")tracker. t rackEvent("revenue", act ion:"Q2", value:"16888000")tracker. t rackEvent("revenue", act ion:"Q3", value:"15991000")tracker. t rackEvent("revenue", act ion:"Q4", value:"19133000")
rq12014,rq22014,rq32014,rq42015 15677998,16887988,15990988,19133400
analyt ics.col lect({ ' 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"})
@SimoAhava from @ReaktorNow | #GAUCbe | 25 Aug 2016
Cure II: The ProcessInvolve, involve, involve.
An iterative, agile process is necessary for
optimal utilization of a TMS.
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
Constant participation
Constant participationTransparency
@SimoAhava from @ReaktorNow | #GAUCbe | 25 Aug 2016
Cure III: EmpowermentWe are all hybrid beings.
The entire life cycle of a single data point, from collection to reports,
requires knowledge and expertise to manage.
#4 Data is difficult
Developer facilitation is crucial to data quality and optimized data collection.
1: Education
1. JavaScript: www.codecademy.com, www.codeschool.com, Professional JavaScript for Web Developers, DOM Enlightenment…
2. Digital analytics: www.kaushik.net, www.lunametrics.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, GAUC, ConversionSUMMIT, ConversionXL, Superweek, All Things Data…
treat content as a product2: hybrid skills
"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
treat content as a product3: Passionate interest
+ 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
Hire to educate, not to delegate
PO
Developer Analyst
@SimoAhava from @ReaktorNow | #GAUCbe | 25 Aug 2016
5 Takeaways1. Data quality is earned, not acquired2. Building a data organization is a hefty investment3. Leverage technology (e.g. Data Layer and a TMS) to establish
common ground between all stakeholders4. Adopt (at least parts of) an agile, iterative process, where
everyone is involved in decision-making and prioritization5. Hire to educate, not to delegate – challenge colleagues and
employees to leverage the hybrid skills they already possess
Thank [email protected]: @SimoAhavaGoogle+: +SimoAhava
Data is difficult - http://goo.gl/KbYuZoThe Schema Conspiracy - http://goo.gl/QmWYyv
Further reading:
10 Truths About Data - http://goo.gl/EpesEjFrom Project To Process - http://goo.gl/2Mpveu
Google AnalyticsUSER Conference #GAUCbe
