The document discusses measuring the impact of initiatives and campaigns using key performance indicators (KPIs) and data from various sources like Google BigQuery, Google Analytics, and spreadsheets. It describes using pre-post analysis and A/B testing to measure initiative impact and time series analysis to measure campaign impact. It also discusses building reporting engines and analytics portals using Google Spreadsheets, App Engine, and other Google tools to provide insights from big data.

1. Example #1
1
KPI reporting &
Impact Measurement
FROM THE BIG BANG TO NEW ECONOMY,
A JOURNEY IN MAKING SENSE OF BIG DATA

2. FROM THE BIG BANG TO
THE NEW ECONOMY,
A JOURNEY IN MAKING
SENSE OF BIG DATA
Patrick Deglon
pdeglon@gmail.com
linkd.in/pdeglon

3. Measuring impact of initiatives
Number
of listings
35,000
30,000
25,000
20,000
15,000
10,000
5,000
0
Pre/Post analysis
illustrative example (Simulation)
D
Initiative
launched
Aug 1st Sep 1st Oct 1st
2012
2011
B
A
C
Impact of the
initiative
pre post
• Used to measure the impact of an
initiative in a full market or a market
segment
A/B test
illustrative example (Simulation)
Number
of purchases
450
400
350
300
250
200
150
100
50
0
Impact of the
initiative
Initiative
launched
control
group
test group
Aug 1st Sep 1st Oct 1st
• Randomized Test/Control group
methodology is a golden standard in
research
3
FROM THE BIG BANG TO NEW ECONOMY,
A JOURNEY IN MAKING SENSE OF BIG DATA

4. 4
Key Performance Indicators
Motorola Factory
# Shipments
Distribution Channels
# Sales
First Usage
# Activations
Simplified Business Flow
FROM THE BIG BANG TO NEW ECONOMY,
A JOURNEY IN MAKING SENSE OF BIG DATA

5. 5
Data Flow
Motorola Factory
# Shipments
Distribution Channels
# Sales
First Usage
# Activations
...
Google BigQuery
Motorola
Cloud
Insights
FROM THE BIG BANG TO NEW ECONOMY,
A JOURNEY IN MAKING SENSE OF BIG DATA

6. 6
Google Spreadsheet as a Reporting Engine
Spreadsheet
BigQuery
HTML
body in sheet
Charts
Mail
App Script
Scheduler
Distribution Group
FROM THE BIG BANG TO NEW ECONOMY,
A JOURNEY IN MAKING SENSE OF BIG DATA

7. 7
Google Spreadsheet as a Reporting Engine
FROM THE BIG BANG TO NEW ECONOMY,
A JOURNEY IN MAKING SENSE OF BIG DATA

8. 8
Analytics Portal
App Engine
Data Source:
Big Query
Data Source:
Google Analytics
Data Source:
Spreadsheet & CSV
iFrame Source:
Tableau Server
iFrame Source:
Google Documents
Report
Meta Data:
Google Drive
(Text file with
JSON)
Report
Meta Data:
Datastore
(Report copy &
usage tracking)
Google Drive
Android App
Web portal
Users Access
Control:
Google Users +
Drive Sharing
FROM THE BIG BANG TO NEW ECONOMY,
A JOURNEY IN MAKING SENSE OF BIG DATA

9. 42
…so what?
9
FROM THE BIG BANG TO NEW ECONOMY,
A JOURNEY IN MAKING SENSE OF BIG DATA
Answer to the Ultimate Question of Life,
The Universe, and Everything

10. 10
Campaign Measurement
Campaigns
•Campaign Id
•Campaign Name
•Time range
•Set of Countries
•Set of Products
KPI
•Date
•Country
• Product
• KPI[]
X
Trend
•Campaign Id
•Date
•Total of KPI[]
Summary
•Campaign Id
•Campaign Name
• Impact Measurement[]
• Statistical Error[]
Time
Series
Analysis
FROM THE BIG BANG TO NEW ECONOMY,
A JOURNEY IN MAKING SENSE OF BIG DATA

11. 11
Campaign Measurement
Campaign
Window
Don’t include
weekday cycle in
your volatility
measurement
FROM THE BIG BANG TO NEW ECONOMY,
A JOURNEY IN MAKING SENSE OF BIG DATA

12. 12
Campaign Measurement
Define
Campaign
Run
Campaign
FROM THE BIG BANG TO NEW ECONOMY,
A JOURNEY IN MAKING SENSE OF BIG DATA
Drive
Insights
Measure
Impacts