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You can't spell MEASURE without CUSTOMIZATION

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My presentation from the Superweek 2019 conference.

In the presentation, I discuss how critical healthy communication structures are in any project. I talk about customization and how customization can be used to overcome problems that emerge from broken communication structures AND how customization can be used to actually fix relationships and break down silos in any company.

Published in: Internet
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You can't spell MEASURE without CUSTOMIZATION

  1. 1. You can’t spell MEASURE …without CUSTOMIZATION @SimoAhava from @8_bit_sheep
  2. 2. You can’t spell MEASURE …without CUSTOMIZATION @SimoAhava from @8_bit_sheep
  3. 3. Simo Ahava Partner, co-founder, 8-bit-sheep Google Developer Expert, Google Analytics Blogger, developer, www.simoahava.com Twitter-er, @SimoAhava
  4. 4. @SimoAhava from @8_bit_sheep processes are clay
  5. 5. @SimoAhava from @8_bit_sheep processes are clay and you are the sculptor
  6. 6. How can data be(come) meaningful? Tool
 expertise Quick wins. Low-hanging fruit. Parlor tricks. Tactics.
  7. 7. How can data be(come) meaningful? Biz
 expertise Measurement plans. Solutionism. Vacuous hand-waving. Strategies.
  8. 8. How can data be(come) meaningful? Tool
 expertise Biz
 expertise Purposeful execution. Tactics and goals aligned. Territorialism. Finger-pointing.
  9. 9. How can data be(come) meaningful? Tool
 expertise Biz
 expertise Maturity Holy
 grail Communication. Participation. Transparency. Shared goals. Agility. Purpose.
  10. 10. Any organization that designs a system (defined broadly) will produce a design whose structure is a copy of the organization's communication structure. - (Mel) Conway’s law Good data quality is an investment.
  11. 11. IT UX Data Biz Marketing The Project WORST: Lack of involvement, lack of participation, lack of collaboration, lack of trust. Encourage multi-disciplinary teams.
  12. 12. IT UX Marketing BETTER: Good communication, lack of shared goals, lack of involvement. Data Biz The Project Encourage multi-disciplinary teams.
  13. 13. BEST: Transparency, involvement, shared knowledge and skills, constant learning. Encourage multi-disciplinary teams. The Project
  14. 14. A consultant should work in a manner that inevitably makes them redundant. https://goo.gl/aPvVjb
  15. 15. BAD: Experts are hired as extra pairs of hands and as reporting tools. The Project Hire for education, not for delegation.
  16. 16. BEST: Experts work with the team, teaching, facilitating, building processes. The Project Hire for education, not for delegation.
  17. 17. @SimoAhava from @8_bit_sheep complexity is sea water
  18. 18. @SimoAhava from @8_bit_sheep complexity is sea water and you are the desalination plant
  19. 19. communication breakdown results in rusty pipelines and debt
  20. 20. Potential conflicts
  21. 21. Naming conventions, unified IDs, authentication, privacy
  22. 22. Batch or stream, misaligned schemata, chronology issues, hit validation (+ previous)
  23. 23. Separate ETL processes, patch or discard invalid data (+ previous)
  24. 24. Aggregation of pipelines (+ previous)
  25. 25. Visualizing what, when, and how (+ previous)
  26. 26. each individual component is susceptible to conflict, too
  27. 27. What is purposeful? What is responsible? What is relevant? What is actionable? What is discardable? What is customizable?
  28. 28. What is purposeful? What is responsible? What is relevant? What is actionable? What is discardable? What is customizable?
  29. 29. What can be customized? Visibility Interaction Dwell time Short-term goals Long-term goals Qualitative
  30. 30. Page visibility Content visibility What can be customized? Visibility Interaction Dwell time Short-term goals Long-term goals Qualitative
  31. 31. I love you Click Scroll Keypress Long press Drag Resize Highlight Copy What can be customized? Visibility Interaction Dwell time Short-term goals Long-term goals Qualitative
  32. 32. I love you SERP bounce Idle time Active time Read time What can be customized? Visibility Interaction Dwell time Short-term goals Long-term goals Qualitative
  33. 33. I love you Mailing list Favorite Print Comment Share What can be customized? Visibility Interaction Dwell time Short-term goals Long-term goals Qualitative
  34. 34. I love you $ Followers More RPU Recruitment Better rankings What can be customized? Visibility Interaction Dwell time Short-term goals Long-term goals Qualitative
  35. 35. I love you $ Buzz Feedback Session rec. Heatmaps Polls What can be customized? Visibility Interaction Dwell time Short-term goals Long-term goals Qualitative
  36. 36. I love you $ What can be customized? Visibility Interaction Dwell time Short-term goals Long-term goals Qualitative
  37. 37. Google Analytics Session
  38. 38. Google Analytics Session Group of interactions that takes place on a website
  39. 39. Google Analytics Session Group of interactions that takes place on a website expiration after 30 minutes of non-interaction
  40. 40. Google Analytics Session Group of interactions that takes place on a website expiration after 30 minutes of non-interaction midnight per configured timezone
  41. 41. Google Analytics Session Group of interactions that takes place on a website expiration after 30 minutes of non-interaction midnight per configured timezone reacts to campaign changes
  42. 42. Google Analytics Session Group of interactions that takes place on a website expiration after 30 minutes of non-interaction midnight per configured timezone reacts to campaign changes referral exclusion override
  43. 43. Google Analytics Session Group of interactions that takes place on a website expiration after 30 minutes of non-interaction midnight per configured timezone reacts to campaign changes referral exclusion override manual override with session control
  44. 44. Google Analytics Session Group of interactions that takes place on a website expiration after 30 minutes of non-interaction midnight per configured timezone reacts to campaign changes referral exclusion override manual override with session control interactive vs. non-interactive hits
  45. 45. Google Analytics Session Group of interactions that takes place on a website expiration after 30 minutes of non-interaction midnight per configured timezone reacts to campaign changes referral exclusion override manual override with session control interactive vs. non-interactive hits requires persistent storage
  46. 46. Google Analytics Session Group of interactions that takes place on a website expiration after 30 minutes of non-interaction midnight per configured timezone reacts to campaign changes referral exclusion override manual override with session control interactive vs. non-interactive hits requires persistent storage cross-domain tracking
  47. 47. Google Analytics Session Group of interactions that takes place on a website expiration after 30 minutes of non-interaction midnight per configured timezone reacts to campaign changes referral exclusion override manual override with session control interactive vs. non-interactive hits requires persistent storage cross-domain tracking campaign timeout resets session
  48. 48. Google Analytics Session Group of interactions that takes place on a website expiration after 30 minutes of non-interaction midnight per configured timezone reacts to campaign changes referral exclusion override manual override with session control interactive vs. non-interactive hits requires persistent storage cross-domain tracking campaign timeout resets session
  49. 49. the schema is inflexible but your application thereof is not
  50. 50. sessionized the schema is inflexible but your application thereof is not
  51. 51. @SimoAhava from @8_bit_sheep spare the customization
  52. 52. @SimoAhava from @8_bit_sheep spare the customization spoil the data quality
  53. 53. https://bit.ly/2FQZhyF True View Ecom m erce Im pressions!
  54. 54. Dev UX Marketing Data Biz There is a flaw in the current model. Impressions are tracked for views that did not happen. Identify a flaw in the status quo.
  55. 55. Dev UX Marketing Data Biz Identify a flaw in the status quo. Measuring qualified conversions of individual creatives has always been a pain point. Introduce the business problem.
  56. 56. Dev UX Marketing Data Biz Identify a flaw in the status quo. We can use more accurate CTR reports to better design the creatives and their context in our campaigns. Introduce the business problem. Explore the impact of the change.
  57. 57. Dev UX Marketing Data Biz Identify a flaw in the status quo. It’s doable with our current Ecommerce integration combined with scroll and visibility tracking. Introduce the business problem. Explore the impact of the change. Produce a technological solution.
  58. 58. Dev UX Marketing Data Biz Identify a flaw in the status quo. Introduce the business problem. Explore the impact of the change. Produce a technological solution. This will help us choose between lazy/infinite load and pagination of impressions, too! Uncover fringe benefits.
  59. 59. Align measurement across data sources. Adjust enrichment and ETL to fit data into schema. Design the pipeline flow with queries, reports, and visualizations as the drivers.
  60. 60. Triggers
  61. 61. Dummy tag Triggers
  62. 62. Dummy tag Variables Triggers
  63. 63. Dummy tag Variables Triggers Test
  64. 64. Dummy tag Variables Triggers Test
  65. 65. Dummy tag Variables Triggers Test
  66. 66. Dummy tag Variables Triggers Test
  67. 67. Dummy tag Variables Triggers Test
  68. 68. Views Clicks CTR Cart adds Purchases Revenue Quick Buy Retargeting Footer Offers Promo_Jan X-sell 62,065 46,281 33,237 26,412 21,745 21,045 1,472 6,162 581 3,181 520 1,270 2.37% 13.31% 1.75% 12.04% 2.39% 5.85% 1,546 58 0 12 306 1,259 594 17 0 3 137 297 €297,638.42 €5,605.92 €0.00 €1,485.92 €11,234.30 €157,169.30
  69. 69. Views Clicks CTR Cart adds Purchases Revenue Quick Buy Retargeting Footer Offers Promo_Jan X-sell 62,065 46,281 33,237 26,412 21,745 21,045 1,472 6,162 581 3,181 520 1,270 2.37% 13.31% 1.75% 12.04% 2.39% 5.85% 1,546 58 0 12 306 1,259 594 17 0 3 137 297 €297,638.42 €5,605.92 €0.00 €1,485.92 €11,234.30 €157,169.30 True Qualified Qualified Qualified Qualified Qualified
  70. 70. @SimoAhava from @8_bit_sheep data is difficult
  71. 71. @SimoAhava from @8_bit_sheep data is difficult data quality is earned, not acquired
  72. 72. 1. Data quality is an investment Tool
 expertise Biz
 expertise Maturity Holy
 grail Key takeaways:
  73. 73. 2. Communication structures are everything Any organization that designs a system (defined broadly) will produce a design whose structure is a copy of the organization's communication structure. - (Mel) Conway’s law Key takeaways:
  74. 74. 3. Elaborate pipelines are not rust-proof Key takeaways:
  75. 75. 4. No data source is an island Key takeaways:
  76. 76. 5. Fundamentals can be interesting and challenging Key takeaways:
  77. 77. log(`Thank you, ${yourName}`)

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