Dallas Digital Summit : Good Data Is Better Than Big Data

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Dallas Digital Summit : Good Data Is Better Than Big Data

  1. 1. 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
  2. 2. 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
  3. 3. Big Data vs. Good Data
  4. 4. 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
  5. 5. Big Data sounds great, but is it? Lots of unorganized data!!! Data without insights is just a bunch of numbers
  6. 6. Big Data sounds great, but is it? Well Organized, Good Data Actionable data is Good Data
  7. 7. “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
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. Recap
  15. 15. • 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
  16. 16. • 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
  17. 17. Thank You

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