Dallas Digital Summit : Good Data Is Better Than Big Data
1.
2. 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
3. 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
6. 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
7. Big Data sounds great, but is it?
Lots of
unorganized
data!!!
Data without insights is just a bunch of numbers
8. Big Data sounds great, but is it?
Well Organized,
Good Data
Actionable data is Good Data
9. “Getting good data and then being able to turn it into something of
value will require the ongoing dedication of attention and
resources in order for marketers to benefit.”
-eMarketer
Ensure your data is Good Data
10. Data Framework
Dimensions
Activity KPI
& Metrics
Key Business
Objective
Dimensions
Activity KPI
& Metrics
Key Business Objective
• This is the answer to the question: "Why does your website exist?“
• -Avinash Kaushik, Google Analytics Evangalist
11. Data Framework
Dimensions
Activity KPI
& Metrics
Key Business
Objective
Dimensions
Activity KPI
& Metrics
Activity
• The condition in which things are happening or being done.
• A specific deed, action, function, or sphere of action
12. Data Framework
Dimensions
Activity KPI
& Metrics
Key Business
Objective
Dimensions
Activity KPI
& Metrics
Key Performance Indicator
• Measures that help you understand how you are doing against
your objectives.
• -Avinash Kaushik
13. Data Framework
Dimensions
Activity KPI
& Metrics
Key Business
Objective
Dimensions
Activity KPI
& Metrics
Dimension
• A dimension is an descriptive attribute or characteristic of an object that
can be given different values.
• Simply put, the labels, descriptive names, within reports
Valid Dimension and Metric Pairs in Google Analytics: http://bit.ly/GAdimensionandmetrics
14. Data Framework
Dimensions
Activity KPI
& Metrics
Key Business
Objective
Dimensions
Activity KPI
& Metrics
Metric
• Metrics are individual elements of a dimension that can be measured as a
sum or a ratio.
• Simply put, the numbers within reports
Valid Dimension and Metric Pairs in Google Analytics: http://bit.ly/GAdimensionandmetrics
15. 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 Google
Ecommerce Sales
Conversion Rate
Metrics
Increase Conversion Rate for Bounce Rate
Conversion Rate
Potential Customers by 10%; 6
Optimization months New visitor
Dimensions
Product Pages
17. • 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
18. • What else should be done to get better data?
• Great Data through proper tagging and
governance
If you measure everything for all people and all
things, you are simply spreading inefficiency
through data
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
