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Meaningful Data @SimoAhava #IxDAHel

Meaningful Data - IxDA Helsinki 2015

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Page 1: Meaningful Data - IxDA Helsinki 2015

Meaningful Data@SimoAhava #IxDAHel

Page 2: Meaningful Data - IxDA Helsinki 2015

Simo AhavaGoogle Developer ExpertSenior Data Advocate, Reaktor

www.simoahava.comTwitter: @SimoAhavaGoogle+: +SimoAhava

@SimoAhava #IxDAHel

Page 3: Meaningful Data - IxDA Helsinki 2015

Agenda

1. The Schema Conspiracy2. The hunt for Meaningful Data3. Survival tips

@SimoAhava #IxDAHel

Page 4: Meaningful Data - IxDA Helsinki 2015

The Schema Conspiracy

@SimoAhava #IxDAHel

Page 5: Meaningful Data - IxDA Helsinki 2015

Google Analytics is a tool designed to work for

9,163,750* businesses

@SimoAhava #IxDAHel * Author’s estimate, not an official figure

Page 6: Meaningful Data - IxDA Helsinki 2015

It is thus conceivable Google doesn’t know

what your business KPIs are

@SimoAhava #IxDAHel

Page 7: Meaningful Data - IxDA Helsinki 2015

And yet we still rarely go beyond the default

@SimoAhava #IxDAHel

Page 8: Meaningful Data - IxDA Helsinki 2015

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

Page 9: Meaningful Data - IxDA Helsinki 2015

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

Page 10: Meaningful Data - IxDA Helsinki 2015

All metrics and dimensions used by a data collection / processing / reporting

platform subscribe to the schemas of said platform.

Page 11: Meaningful Data - IxDA Helsinki 2015

All metrics and dimensions used by a data collection / processing / reporting

platform subscribe to the schemas of said platform.

Sessionization Schema

Page 12: Meaningful Data - IxDA Helsinki 2015

All metrics and dimensions used by a data collection / processing / reporting

platform subscribe to the schemas of said platform.

Event Tracking Schema

Page 13: Meaningful Data - IxDA Helsinki 2015

All metrics and dimensions used by a data collection / processing / reporting

platform subscribe to the schemas of said platform.

Transactional Schema

Page 14: Meaningful Data - IxDA Helsinki 2015

This has two major implications on how we should approach data

@SimoAhava #IxDAHel

Page 15: Meaningful Data - IxDA Helsinki 2015

1@SimoAhava #IxDAHel

All sessionized data is arbitrary

Page 16: Meaningful Data - IxDA Helsinki 2015

@SimoAhava #IxDAHel

Page 17: Meaningful Data - IxDA Helsinki 2015

@SimoAhava #IxDAHel

Fictional

Page 18: Meaningful Data - IxDA Helsinki 2015

@SimoAhava #IxDAHel

Fictional

Fictional

Page 19: Meaningful Data - IxDA Helsinki 2015

@SimoAhava #IxDAHel

Fictional

Fictional

Fictional

Page 20: Meaningful Data - IxDA Helsinki 2015

@SimoAhava #IxDAHel

Fictional

Fictional

Fictional

Fictional

Page 21: Meaningful Data - IxDA Helsinki 2015

How can an arbitrary, fictional metric ever be a

good KPI?*

@SimoAhava #IxDAHel * Rhetorical question, it can’t

Page 22: Meaningful Data - IxDA Helsinki 2015

2@SimoAhava #IxDAHel

Data quality is achieved, not acquired

Page 23: Meaningful Data - IxDA Helsinki 2015

Stay away from aggregate metrics.

@SimoAhava #IxDAHel

Page 24: Meaningful Data - IxDA Helsinki 2015

Stay away from aggregate metrics.

Segment, customize,combine, visualize.

@SimoAhava #IxDAHel

Page 25: Meaningful Data - IxDA Helsinki 2015

Aggregate

Segmented

User-centric

Integrated

Predictive

@SimoAhava #IxDAHel

Our website’s eCommerce Conversion Rate for January was...

21.20%

Page 26: Meaningful Data - IxDA Helsinki 2015

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%

Page 27: Meaningful Data - IxDA Helsinki 2015

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%

Page 28: Meaningful Data - IxDA Helsinki 2015

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%

Page 29: Meaningful Data - IxDA Helsinki 2015

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:

Page 30: Meaningful Data - IxDA Helsinki 2015

The hunt for Meaningful Data

@SimoAhava #IxDAHel

Page 31: Meaningful Data - IxDA Helsinki 2015

Idea #1: Enrich data

Q: How can I correlate weather with online bookings on a golf course?

@SimoAhava #IxDAHel

Page 32: Meaningful Data - IxDA Helsinki 2015

Idea #1: Enrich data

Today

@SimoAhava #IxDAHel

Page 33: Meaningful Data - IxDA Helsinki 2015

Idea #1: Enrich data

Today

@SimoAhava #IxDAHel

Page 34: Meaningful Data - IxDA Helsinki 2015

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

Page 35: Meaningful Data - IxDA Helsinki 2015

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

Page 36: Meaningful Data - IxDA Helsinki 2015

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

Page 37: Meaningful Data - IxDA Helsinki 2015

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

Page 38: Meaningful Data - IxDA Helsinki 2015

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

Page 39: Meaningful Data - IxDA Helsinki 2015

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

Page 40: Meaningful Data - IxDA Helsinki 2015

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

Page 41: Meaningful Data - IxDA Helsinki 2015

Idea #2: Enrich and integrate data

True average order value from online

channels:

850€

1250€

@SimoAhava #IxDAHel

Page 42: Meaningful Data - IxDA Helsinki 2015

Survival tips

@SimoAhava #IxDAHel

Page 43: Meaningful Data - IxDA Helsinki 2015

Tip #1: Explore beyond defaults

@SimoAhava #IxDAHel

Be critical: Plug-and-play analytics is not conducive to data-driven insight.

Page 44: Meaningful Data - IxDA Helsinki 2015

Tip #2: Be aware of the Schema

@SimoAhava #IxDAHel

Be critical: Focusing on heavily sessionized metrics might not be relevant.

Page 45: Meaningful Data - IxDA Helsinki 2015

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.

Page 46: Meaningful Data - IxDA Helsinki 2015

Tip #4: BE CRITICAL

@SimoAhava #IxDAHel

Data quality is directly proportional to your understanding of the data collection method.

Page 47: Meaningful Data - IxDA Helsinki 2015

Bonus tip

@SimoAhava #IxDAHel

read www.simoahava.com

Page 48: Meaningful Data - IxDA Helsinki 2015

Thank you!

simoahava.comreaktor.comTwitter: @SimoAhavaGoogle+: +SimoAhavaEmail: [email protected]

@SimoAhava #IxDAHel