Big Data, who here can define big data? Big Data is the massive amounts of data that collect over time that are difficult to analyze and handle using common database management tools.
Stock photo of person buried in paperwork vs person with one dashboard nice clean single sheet of paper
So Maybe Big Data is not useless, but Good Data is more insightful and more helpful.If you Have Existing data, don’t worry, you can probably use that data to develop the organized data you need.
So, how do we get to good data and develop a data framework. A Basic framework will have 4 levels, The first level is the Key Business Objective.
The Second level is the Marketing Activity
The third level is a KPI for that specific Marketing Activity
And the fourth level is the Specific Dimensions and Metrics required to report on the KPI
When thinking about your dimensions and metrics, think about your data sources. This is also a good time to identify each source of data.
Lets Look and an example for an ecommerce website.Third and fourth layer will be replaced by person who would read that report
If you measure everything for all people and all things, you are measuring too much and are wasting money/time
Dallas Digital Summit : Good Data Is Better Than Big Data
Justin Goodman • Google Analytics and Adwords Individual Qualification • 10 Years in Internet Marketing • Forbes Contributor • Blogs Featured on SEOMoz • Speaker at Digital World Expo & IABC San Diego • Invited to lecture at Emory University on Web Analytics • AMA Member http://www.linkedin.com/in/justinmgoodman
What you will walk away with • Why Good Data is better than Big Data • What is Good Data and how do I get some • How to build a data framework
What is Good Data?• Good Data • Data based on a framework designed to help you understand how each marketing activity leads to a Key Business Objective. Big Data and Good Data are NOT mutually exclusive
Big Data sounds great, but is it? Lots of unorganized data!!! Data without insights is just a bunch of numbers
Big Data sounds great, but is it? Well Organized, Good Data Actionable data is Good Data
“Getting good data and then being able to turn it into something ofvalue will require the ongoing dedication of attention andresources in order for marketers to benefit.” -eMarketerEnsure your data is Good Data
Data Framework Dimensions Activity KPI & Metrics Key Business Objective Dimensions Activity KPI & MetricsKey Business Objective• This is the answer to the question: "Why does your website exist?“ • -Avinash Kaushik, Google Analytics Evangalist
Data Framework Dimensions Activity KPI & Metrics Key Business Objective Dimensions Activity KPI & MetricsActivity• The condition in which things are happening or being done.• A specific deed, action, function, or sphere of action
Data Framework Dimensions Activity KPI & Metrics Key Business Objective Dimensions Activity KPI & MetricsKey Performance Indicator• Measures that help you understand how you are doing against your objectives. • -Avinash Kaushik
Data Framework Dimensions Activity KPI & Metrics Key Business Objective Dimensions Activity KPI & MetricsDimension• A dimension is an descriptive attribute or characteristic of an object that can be given different values.• Simply put, the labels, descriptive names, within reportsValid Dimension and Metric Pairs in Google Analytics: http://bit.ly/GAdimensionandmetrics
Data Framework Dimensions Activity KPI & Metrics Key Business Objective Dimensions Activity KPI & MetricsMetric• Metrics are individual elements of a dimension that can be measured as a sum or a ratio.• Simply put, the numbers within reportsValid Dimension and Metric Pairs in Google Analytics: http://bit.ly/GAdimensionandmetrics
Data Framework Sample Metrics Visits Bounce Rate Increase Non-Branded Engaged New Visits by 5% ; 6 months Organic Dimensions New Visit SEO Non-Brand Increase Page 1 Visibility in Metrics Organic Rank Increase New Google Organic by 10%; 6 months Dimension GoogleEcommerce Sales Conversion Rate Metrics Increase Conversion Rate for Bounce Rate Conversion Rate Potential Customers by 10%; 6 Optimization months New visitor Dimensions Product Pages
• Why Good Data is better than Big Data • Actionable• What is Good Data • Relevant to Business Objectives• How to build a data framework • Objectives Activities KPIs Dimensions and Metrics
• What else should be done to get better data? • Great Data through proper tagging and governanceIf you measure everything for all people and allthings, you are simply spreading inefficiencythrough data