meaningful data - ixda helsinki 2015

Meaningful Data@SimoAhava #IxDAHel

Simo AhavaGoogle Developer ExpertSenior Data Advocate, Reaktor

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

@SimoAhava #IxDAHel

Agenda

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

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The Schema Conspiracy

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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

It is thus conceivable Google doesn’t know

what your business KPIs are

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And yet we still rarely go beyond the default

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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.

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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.

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

platform subscribe to the schemas of said platform.

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

platform subscribe to the schemas of said platform.

Sessionization Schema

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

platform subscribe to the schemas of said platform.

Event Tracking Schema

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

platform subscribe to the schemas of said platform.

Transactional Schema

This has two major implications on how we should approach data

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1@SimoAhava #IxDAHel

All sessionized data is arbitrary

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@SimoAhava #IxDAHel

Fictional

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Fictional

Fictional

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Fictional

Fictional

Fictional

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Fictional

Fictional

Fictional

Fictional

How can an arbitrary, fictional metric ever be a

good KPI?*

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

2@SimoAhava #IxDAHel

Data quality is achieved, not acquired

Stay away from aggregate metrics.

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Stay away from aggregate metrics.

Segment, customize,combine, visualize.

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Aggregate

Segmented

User-centric

Integrated

Predictive

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

21.20%

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%

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%

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%

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:

The hunt for Meaningful Data

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Idea #1: Enrich data

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

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Idea #1: Enrich data

Today

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Idea #1: Enrich data

Today

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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

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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

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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

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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?

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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€

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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€

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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

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Idea #2: Enrich and integrate data

True average order value from online

channels:

850€

1250€

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Survival tips

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Tip #1: Explore beyond defaults

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

Tip #2: Be aware of the Schema

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

Tip #3: The 3 rules of data collection

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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.

Tip #4: BE CRITICAL

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

Bonus tip

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read www.simoahava.com

Thank you!

simoahava.comreaktor.comTwitter: @SimoAhavaGoogle+: +SimoAhavaEmail: simo.ahava@reaktor.fi

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