Digital Analytics Summit 2022

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The document discusses building a modern digital analytics stack. It recommends starting with measurement and collecting data, which can be done using tools like Google Analytics, marketing platforms, and server-side containers. Over time, the stack has grown to include more data sources, tools for data transformation, and BI tools for data visualization. Setting up the stack does not need to be expensive, as many tools have free or low-cost options. The key is to start collecting data and then refine the stack over time based on learnings.

Marketing

@MARTIJNSCH
#DIGITALANALYTICSSUMMIT
What is the
fi
rst thing a marketer checks in a new job?
Metrics. Likely GA, right?

We had no data to act on.
@MARTIJNSCH
#DIGITALANALYTICSSUMMIT

We had no data to act on.
Google Analytics out of the box (or any solution) isn’t measurement.
@MARTIJNSCH
#DIGITALANALYTICSSUMMIT

“ You need data to act. ”
@MARTIJNSCH
#DIGITALANALYTICSSUMMIT

Marketing Analytics
Attribution Modeling
Measurement
Uplift Measurement
Media Mix Modeling
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#DIGITALANALYTICSSUMMIT
📺 + 💻 or 💻
🛠
📈
💸
💭

Let’s start with measurement.
@MARTIJNSCH
#DIGITALANALYTICSSUMMIT

Timeline
————
2018
We need more data, fast!
————
Today
Tons of data, lots of action!
🚀
📈
————
Optimization
Results are taking off!
@MARTIJNSCH
#DIGITALANALYTICSSUMMIT

@MARTIJNSCH
#DIGITALANALYTICSSUMMIT
Client Side
Stack for Measurement 2019
Universal Analytics
Marketing Platforms

@MARTIJNSCH
#DIGITALANALYTICSSUMMIT
Client Side ‘Collection’
Stack for Measurement (Current)
Universal Analytics
Server Side Container
GA4
🛠
Internal / Server Side Marketing Platforms

“ WHAT CAUSES THE
NEEDLE TO MOVE.
”
@MARTIJNSCH
#DIGITALANALYTICSSUMMIT

Context: Acquisition First
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#DIGITALANALYTICSSUMMIT
COVID-19 put the outdoor hospitality industry on steroids, so (sustainable) growth was most important!

BUILDING THE STACK!
@MARTIJNSCH
#DIGITALANALYTICSSUMMIT
Ad

So much is 🔌 and ▶
@MARTIJNSCH
#DIGITALANALYTICSSUMMIT
#1: You don’t need to be a data-engineer

Cutting Time To Prove Value
Talking to Stakeholders Back
fi
ll Manually
Automate & Back
fi
ll
Sample & Use Case
@MARTIJNSCH
#DIGITALANALYTICSSUMMIT

Beliefs about Marketing Analytics
#1:
Actionable
#2:
Cheap
#3:
Own it
Own your own data from vendors
Archive for historical perspective.
In maintenance and setup.
It’s supportive cost.
Act on the data that you have
@MARTIJNSCH
#DIGITALANALYTICSSUMMIT

Buy versus Build
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#DIGITALANALYTICSSUMMIT

THE 🎉FUN🎉 STUFF
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2019’ish Version
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#DIGITALANALYTICSSUMMIT
When things got started, we’ll get to the current version in a second.

2022 Version (Current)
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#DIGITALANALYTICSSUMMIT
What has truly changes since 2019 when we got started?

MARKETING/DATA VENDORS LOAD DATA
VISUALIZE DATA
TRANSFORM DATA
GOOGLE PRODUCTS
@MARTIJNSCH
#DIGITALANALYTICSSUMMIT

🇺🇸 $145B Company:
@MARTIJNSCH
#DIGITALANALYTICSSUMMIT
“ We want to build what you built but we need a
quarter to run full analysis on costs. ”
- Data Analyst/Product Manager
#2: Just start and be willing to redo the work.

But but, this is $💸 💸 💸. 💸 💸 💸
It’s NOT.
@MARTIJNSCH
#DIGITALANALYTICSSUMMIT
#3: It doesn’t have to cost much.

@MARTIJNSCH
#DIGITALANALYTICSSUMMIT
Vendor Cost
Google BigQuery: Storage $ 300 / Monthly
Google BigQuery: Queries $ 2.000 / Monthly
Google BigQuery: BI Engine $ 90 / Monthly
Talend/StitchData $ 1.300 / Quarterly
SuperMetrics $ 87 / per BQ license
Tableau Monthly License: $99 / User
Google DataStudio Free
Vendor Costs Free
💸💸💸
💸
💸💸
💸
💸
💸💸

It’s not all 🌞 and 🌈
@MARTIJNSCH
#DIGITALANALYTICSSUMMIT

Learnings
@MARTIJNSCH
#DIGITALANALYTICSSUMMIT

Open Source
@MARTIJNSCH
#DIGITALANALYTICSSUMMIT

💸 💸 💸. 💸 💸 💸
@MARTIJNSCH
#DIGITALANALYTICSSUMMIT
#4: Don’t make mistakes.

What about Privacy ?
@MARTIJNSCH
#DIGITALANALYTICSSUMMIT

The Future
@MARTIJNSCH
#DIGITALANALYTICSSUMMIT
What are we expecting to build in the future?

Takeaways
#1:
Buy ;-)
#2:
Start!
#3:
Collection
Start Collecting as some platforms don’t support back
fi
ll
Get Started, It’s not Hard
While Building is Fun, Buying is often Smarter
@MARTIJNSCH
#DIGITALANALYTICSSUMMIT

Read more details about the integration.
Links:
Link 1: https://bit.ly/3Cnh4YS
Link 2: https://bit.ly/3Tc3tdE
Link 3: https://bit.ly/3CKZK1z
Link 4: https://bit.ly/3MqWmMA
@MARTIJNSCH
#DIGITALANALYTICSSUMMIT

Confidential Do Not Share
Thank you!
Enjoy Digital Analytics Summit!

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Martijn Scheijbeler @ All Things DATA 2016

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Beyond Keywords: How To Create Content That Matches Your Buyer’s Journey

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1) The document discusses how The Next Web scaled up their A/B testing program from 20-30 tests in 2014 to around 200 tests per year. 2) They started by using Google Analytics Content Experiments but then hit limits, so they developed their own process and tools using Google Tag Manager and JavaScript. 3) Key aspects of their approach included setting a clear vision, structuring their team for testing, communicating results, continually innovating their process, and focusing on quality over just quantity of tests.

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1. Martijn Scheijbeler discusses The Next Web's approach to content marketing, focusing on deciding what topics to cover, measuring success, and distribution. 2. They determine topics based on their editorial vision of covering future-proof technology for different generations and deciding what not to cover. 3. Success is measured using over 50 custom dimensions like author, length, images, and topic to understand performance. 4. Distribution involves search engine optimization, social media like Facebook Instant Articles, and outreach without annoying people.

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1) The document discusses how The Next Web marketing team went from running 5-7 A/B tests per week to aiming to run 200 tests per year through improving their testing process and infrastructure. 2) Some lessons learned include focusing on engagement by testing related content placements, iterating on existing tests, and aiming to test on larger segments and more significant changes. 3) While they did not fully achieve running 200 tests in 2015, their learnings around establishing goals, improving documentation and communication, and allowing innovation helped increase their testing capacity significantly over time.

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Presentatie over Not Provided voor Search Marketing Thursday 2013. Slide 1: Presentatie over Not Provided (keywords) voor Search Marketing Thursday - 7 November 2013. Slide 2: Oktober 2011 kondigde Google aan zijn zoekmachine meer ‘secure’ te maken. Head of Webspam bij Google: Matt Cutts gaf destijds aan dat hij er vanuit ging dat ook bij een uitrol naar alle gebruikers van de zoekmachine het percentage van ‘not provided’ zoekwoorden een ‘single digit’ zou zijn. Wat blijkt achteraf dat hij er naast zou zitten. Slide 3: Ruim twee jaar later heeft Google besloten de gebruikers ‘meer privacy’ te geven en voor elke gebruiker dezelfde encryptie te gaan gebruiken wanneer ze zijn ingelogd. Ondertussen was het percentage van ‘not provided’ zoekwoorden al gestegen tot ruim boven de 70% voor de meeste sites. Slide 4: Het argument van Google om de zoekwoorden niet openbaar te maken zou te maken hebben met de privacy en veiligheid van gebruikers op het web. Bullsh*t of niet?! Slide 5: De eerste maand was het percentage zoekwoorden wat ‘not provided’ was slechts 0,7% procent van het zoekverkeer van thenextweb.com, ruim 2 jaar later is het opgelopen tot ±80% met waarschijnlijk een stijging naar 100% binnen 2 maanden. Slide 6: Binnen enkele maanden zal de verwachting zijn is het percentage ‘not provided’ 100%. Er zou 1 manier zijn om tegen te houden dat dit gebeurt. Wanneer gebruikers ?nord=1 toevoegen als parameter aan hun query zou het mogelijk zijn om de data nog steeds te krijgen. Zou het, het waard zijn om alle gebruikers hiervan te overtuigen? Waarschijnlijk niet. Slide 7: Wat zijn de oplossingen nu keyword data niet meer beschikbaar is? Slide 8: In Google Webmaster Tools kun je zowel de rankings als de CTR vinden van enkele duizenden zoekwoorden. Heb je de data hiervan opgeslagen door middel van de export buttons? Op die manier kun je nog veel oude data terug krijgen van de afgelopen maanden. Slide 9: Wie heeft deze data opgeslagen en de beschikking over data van meer dan een jaar geleden? Wie weet überhaupt niet dat je de data kunt exporteren voor later gebruik? Slide 10: In Google Analytics kun/kon je door middel van ‘user defined variables’ inzicht krijgen op welke plek in de zoekresultaten je rankte voor die specifieke gebruiker die op die manier je Web site bezocht. Op die manier kun je bij houden in hoeverre de zoekresultaten gepersonaliseerd zijn voor je gebruikers. Slide 11: Wie maakt er gebruik van deze data? Wie weet dat het kan? Wie gebruikt het ook echt? Slide 12: Wie trackt zijn rankings voor de belangrijkste zoekwoorden voor zijn klanten/sites? Wat als je deze data combineert met zowel de data die je hebt over je rankings in Google Webmaster Tools als Google Analytics? Dit kan een goed beeld geven in welke niches van je eigen markt je een beter overzicht hebt. Slide 13: Wie trackt er meer dan 2500 zoekwoorden voor z’n klanten/sites? Wie meer dan 5000? Meer notes via: @MartijnSch

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Capstone Project: Luxury Handloom Saree Brand As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included: - *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities. - *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively. - *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal. - *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values. - *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes. - *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints. This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.

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Digital Analytics Summit 2022

1. BUILDING THE MODERN DIGITAL (MARKETING) ANALYTICS STACK

3. @MARTIJNSCH #DIGITALANALYTICSSUMMIT What is the fi rst thing a marketer checks in a new job? Metrics. Likely GA, right?

5. We had no data to act on. @MARTIJNSCH #DIGITALANALYTICSSUMMIT

6. We had no data to act on. Google Analytics out of the box (or any solution) isn’t measurement. @MARTIJNSCH #DIGITALANALYTICSSUMMIT

7. “ You need data to act. ” @MARTIJNSCH #DIGITALANALYTICSSUMMIT

8. Marketing Analytics Attribution Modeling Measurement Uplift Measurement Media Mix Modeling @MARTIJNSCH #DIGITALANALYTICSSUMMIT 📺 + 💻 or 💻 🛠 📈 💸 💭

9. Let’s start with measurement. @MARTIJNSCH #DIGITALANALYTICSSUMMIT

10. Timeline ———— 2018 We need more data, fast! ———— Today Tons of data, lots of action! 🚀 📈 ———— Optimization Results are taking off! @MARTIJNSCH #DIGITALANALYTICSSUMMIT

11. @MARTIJNSCH #DIGITALANALYTICSSUMMIT Client Side Stack for Measurement 2019 Universal Analytics Marketing Platforms

12. @MARTIJNSCH #DIGITALANALYTICSSUMMIT Client Side ‘Collection’ Stack for Measurement (Current) Universal Analytics Server Side Container GA4 🛠 Internal / Server Side Marketing Platforms

13. “ WHAT CAUSES THE NEEDLE TO MOVE. ” @MARTIJNSCH #DIGITALANALYTICSSUMMIT

14. Context: Acquisition First @MARTIJNSCH #DIGITALANALYTICSSUMMIT COVID-19 put the outdoor hospitality industry on steroids, so (sustainable) growth was most important!

15. BUILDING THE STACK! @MARTIJNSCH #DIGITALANALYTICSSUMMIT Ad

16. So much is 🔌 and ▶ @MARTIJNSCH #DIGITALANALYTICSSUMMIT #1: You don’t need to be a data-engineer

17. Cutting Time To Prove Value Talking to Stakeholders Back fi ll Manually Automate & Back fi ll Sample & Use Case @MARTIJNSCH #DIGITALANALYTICSSUMMIT

18. Beliefs about Marketing Analytics #1: Actionable #2: Cheap #3: Own it Own your own data from vendors Archive for historical perspective. In maintenance and setup. It’s supportive cost. Act on the data that you have @MARTIJNSCH #DIGITALANALYTICSSUMMIT

19. Buy versus Build @MARTIJNSCH #DIGITALANALYTICSSUMMIT

20. THE 🎉FUN🎉 STUFF @MARTIJNSCH #DIGITALANALYTICSSUMMIT

21. 2019’ish Version @MARTIJNSCH #DIGITALANALYTICSSUMMIT When things got started, we’ll get to the current version in a second.

22. @MARTIJNSCH #DIGITALANALYTICSSUMMIT

23. 2022 Version (Current) @MARTIJNSCH #DIGITALANALYTICSSUMMIT What has truly changes since 2019 when we got started?

24. MARKETING/DATA VENDORS LOAD DATA VISUALIZE DATA TRANSFORM DATA GOOGLE PRODUCTS @MARTIJNSCH #DIGITALANALYTICSSUMMIT

25. 🇺🇸 $145B Company: @MARTIJNSCH #DIGITALANALYTICSSUMMIT “ We want to build what you built but we need a quarter to run full analysis on costs. ” - Data Analyst/Product Manager #2: Just start and be willing to redo the work.

26. But but, this is $💸 💸 💸. 💸 💸 💸 It’s NOT. @MARTIJNSCH #DIGITALANALYTICSSUMMIT #3: It doesn’t have to cost much.

27. @MARTIJNSCH #DIGITALANALYTICSSUMMIT Vendor Cost Google BigQuery: Storage $ 300 / Monthly Google BigQuery: Queries $ 2.000 / Monthly Google BigQuery: BI Engine $ 90 / Monthly Talend/StitchData $ 1.300 / Quarterly SuperMetrics $ 87 / per BQ license Tableau Monthly License: $99 / User Google DataStudio Free Vendor Costs Free 💸💸💸 💸 💸💸 💸 💸 💸💸

28. It’s not all 🌞 and 🌈 @MARTIJNSCH #DIGITALANALYTICSSUMMIT

29. Learnings @MARTIJNSCH #DIGITALANALYTICSSUMMIT

30. Open Source @MARTIJNSCH #DIGITALANALYTICSSUMMIT

31. 💸 💸 💸. 💸 💸 💸 @MARTIJNSCH #DIGITALANALYTICSSUMMIT #4: Don’t make mistakes.

32. What about Privacy ? @MARTIJNSCH #DIGITALANALYTICSSUMMIT

33. Welcome to 🇺🇸 ‘Murica’ 🇺🇸

34. The Future @MARTIJNSCH #DIGITALANALYTICSSUMMIT What are we expecting to build in the future?

35. Takeaways #1: Buy ;-) #2: Start! #3: Collection Start Collecting as some platforms don’t support back fi ll Get Started, It’s not Hard While Building is Fun, Buying is often Smarter @MARTIJNSCH #DIGITALANALYTICSSUMMIT

36. Read more details about the integration. Links: Link 1: https://bit.ly/3Cnh4YS Link 2: https://bit.ly/3Tc3tdE Link 3: https://bit.ly/3CKZK1z Link 4: https://bit.ly/3MqWmMA @MARTIJNSCH #DIGITALANALYTICSSUMMIT

37. Confidential Do Not Share Thank you! Enjoy Digital Analytics Summit!

Digital Analytics Summit 2022

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