This document summarizes a presentation on data integration. It discusses collecting data from different sources like web analytics, surveys, CRM and combining it to understand the customer experience. It provides examples of integrating web analytics and survey data in Google Analytics using custom dimensions. Integrating these data sources can provide insights into who customers are, their needs, and how to improve processes based on where customers drop off or leave feedback.
Measurecamp 6 Workshop: Data VisualisationSean Burton
The document outlines an agenda for a data visualization workshop presented by Sean Burton. The workshop will cover topics such as perception and visual processing, examples of different visualization techniques, best practices for design, and exercises for participants. It provides background on Sean Burton and lists 23 attendees.
MeasureCamp V London training: Data VisualisationSean Burton
Data are beautiful… True of your spreadsheets?
This session looked at how to present data in an informative and insightful way – beautiful without the gimmicks!
This document profiles Sean Burton, the Director of Measurement at Analytic. It provides details about Sean's background including 15 years of experience in eLearning, content management, interaction design, product management, web analytics, and data visualization. It also lists some of the brands Sean has worked with, which come from financial, telecommunications, gaming, and retail sectors. The document advocates for measuring the customer experience using a blend of data, technology, and psychology to improve business value.
The document discusses measuring and improving customer experience. It provides examples of how three different organizations - an electricity company, life assurance company, and train franchise - used a simple tool to map customer touchpoints, measure customer experience scores internally and externally, identify areas for improvement, and implement quick wins to improve the customer experience and retention. The tool helped reveal gaps between staff and customer perceptions, and showed that improving communications and information provision could have a significant impact on experience scores at a lower cost than other options like solely focusing on punctuality. Measuring customer experience provides a better way to improve retention than only measuring customer satisfaction.
Predictive Conversion Modeling - Lifting Web Analytics to the next levelPetri Mertanen
Annalect presentation at Superweek 2017: Predictive Conversion Modeling - Lifting Web Analytics to the next level. Presented by Petri Mertanen, Director of Digital Analytics and Ron Luhtanen, Data Science Analyst. #SPWK
Measurecamp 6 Workshop: Data VisualisationSean Burton
The document outlines an agenda for a data visualization workshop presented by Sean Burton. The workshop will cover topics such as perception and visual processing, examples of different visualization techniques, best practices for design, and exercises for participants. It provides background on Sean Burton and lists 23 attendees.
MeasureCamp V London training: Data VisualisationSean Burton
Data are beautiful… True of your spreadsheets?
This session looked at how to present data in an informative and insightful way – beautiful without the gimmicks!
This document profiles Sean Burton, the Director of Measurement at Analytic. It provides details about Sean's background including 15 years of experience in eLearning, content management, interaction design, product management, web analytics, and data visualization. It also lists some of the brands Sean has worked with, which come from financial, telecommunications, gaming, and retail sectors. The document advocates for measuring the customer experience using a blend of data, technology, and psychology to improve business value.
The document discusses measuring and improving customer experience. It provides examples of how three different organizations - an electricity company, life assurance company, and train franchise - used a simple tool to map customer touchpoints, measure customer experience scores internally and externally, identify areas for improvement, and implement quick wins to improve the customer experience and retention. The tool helped reveal gaps between staff and customer perceptions, and showed that improving communications and information provision could have a significant impact on experience scores at a lower cost than other options like solely focusing on punctuality. Measuring customer experience provides a better way to improve retention than only measuring customer satisfaction.
Predictive Conversion Modeling - Lifting Web Analytics to the next levelPetri Mertanen
Annalect presentation at Superweek 2017: Predictive Conversion Modeling - Lifting Web Analytics to the next level. Presented by Petri Mertanen, Director of Digital Analytics and Ron Luhtanen, Data Science Analyst. #SPWK
The document discusses the importance of effective customer feedback and measurement frameworks. It emphasizes the need to understand customers, listen to their feedback, and ensure changes are driven by customers rather than internal business priorities. It provides examples of key performance indicators and metrics that can be used, as well as techniques for gathering customer feedback like surveys, web analytics, and site performance monitoring. The goal is to continuously measure customer experience, identify issues, and optimize processes based on data-driven insights.
Sean Burton is passionate about using data, technology and psychology to improve customer experience and business value. He has 15 years of experience across various roles including web analytics, customer feedback, and data visualization. He works with both large companies and startups across various industries. Sean offers services including setting up Google Analytics, implementing surveys, creating dashboards, and bringing all customer data together to provide insights.
This document provides an overview and introduction to using Google Analytics. It discusses how analytics can help answer key questions about website traffic like who visits a site, how they find the site, what they do once on the site, and if they complete important goals. It then walks through setting up Google Analytics and how to analyze various metrics to understand audience, acquisition, behavior, and conversions. The document emphasizes the importance of setting goals and using the data to drive improvements and business decisions.
This document provides an overview of Google Analytics and how it can be used to understand website traffic and visitor behavior. It discusses tracking key metrics like sessions, users, pageviews, bounce rate, and goals. It also explains how to segment data and analyze acquisition sources, site content, and multi-channel funnels. The document emphasizes that analytics is most useful when the data is acted on to continually improve the user experience and drive conversions.
Understanding your Audience Through NumbersTom Freestone
Google Analytics can be used to deliver many useful statistics. In our flipped presentation, we will provide instructional materials to help you setup Google Analytics, create custom dimensions and discuss how to use and interpret metrics to gain insight into your applications. We will be demonstrating how we use Google Analytics through uPortal and CAS as case studies, giving you an inside perspective on how we monitor our user traffic and how it leads us to make decisions and changes.
A DIY Approach to Activating Your Existing Marketing DataEtumos
Okay, you have just worked tirelessly to perfect your Marketo architecture, capturing every bit of lead lifecycle, engagement, and activity data. Now what?
More often than not, marketing operations professionals are also on the hook for providing reporting and analytics for the broader marketing organization. Luckily, there is a wealth of data sitting just beneath the surface of your Marketo instance that can help you answer some of the most common business questions from your CMO.
In this session, Eric Wong, Marketing Intelligence Consultant at Etumos, will run through how to own and activate your marketing data, structuring your data for different reporting scenarios or getting what you need to make the most out of your data.
How world class companies optimize the digital experienceQualtrics
Learn how the world's most innovative companies execute digital optimisation programs built on website / mobile feedback and customer engagement. Understand specific ways to increase loyalty, engagement and conversion across your digital assets.
The document discusses key components of a successful web analytics strategy focused on customer centricity. It emphasizes measuring how the website delivers for customers rather than what it does for the business. A "Trinity approach" is recommended to provide customer-centric insights through metrics like purpose, task completion, satisfaction. It also stresses starting any analytics program by understanding the real business questions stakeholders want answered in order to provide actionable insights rather than just reporting data.
This document provides an introduction and overview of Google Analytics. It begins with introductions from the presenter and explains why learning Google Analytics is important. The rest of the document dives into key topics such as how Google Analytics works, how to install it, the different types of web data and traffic sources it can track, and how to navigate and customize the various reports and features within Google Analytics. Resources for further learning about Google Analytics and obtaining certification are also provided.
The document provides an overview of digital marketing and various digital marketing strategies and tools. It begins with an introduction to digital marketing versus web marketing. It then covers topics such as digital marketing audits, competitor research, the digital marketing mix including email marketing, search engine optimization (SEO), social media, and various social media platforms. The document provides definitions and explanations of these digital marketing concepts in 1-2 paragraphs for each topic.
How to Use Data to Drive Product Decisions by PayPal PMProduct School
The document summarizes a presentation by a PayPal product manager on using data to drive product decisions. The presentation covers how PayPal's product managers use various data sources and analysis techniques like funnel analysis, cohort analysis, segmentation analysis, and A/B testing to minimize fraud losses while ensuring a good user experience. It provides examples of the types of insights and questions that can be answered through different data analysis approaches to help identify issues, prioritize opportunities, and measure the success and impact of product changes.
This document discusses using Google Analytics to measure website data and maximize marketing ROI. It explains that analytics helps understand visitor behavior to achieve business goals. Key questions analytics can answer are listed. The types of data collected and goals that can be measured are also outlined. The document provides guidance on setting up analytics, defining goals, analyzing traffic sources, identifying key metrics, and using data visualizations and funnel reports to make informed marketing decisions.
Matt Lynch is the General Manager for Vorian Agency, a Perth - Western Australia based digital marketing company, Google Partner and Bing Ads Professional. This latest training seminar presentation looks at the benefits of CRO - Conversion Rate Optimisation, and how to improve the conversions with your website and landing pages to compliment all your inbound marketing through SEO, PPC, Social, EDMs etc to increase the ROI from these campaigns with effective landing page design.
Build a Foundation for Data Integrity with Analytics AuditingTinuiti
If your data isn’t collected correctly, it will impact everything downstream. Learn the importance of a well-implemented analytics platform and how it can inform your decision making. Discover how Mobius, and partner ObservePoint work together to maintain proactive data integrity.
This document provides an agenda for a Google Analytics training session. The agenda includes topics such as getting started with Google Analytics, navigating the interface, audience, acquisition, behavior, and conversion reports. It also covers account administration, advanced tracking implementations, measuring content, importing and extracting data, and common applications of Google Analytics. The training emphasizes using Google Analytics for analysis rather than just reporting, and how to tell data-driven stories to different audiences. It provides best practices for setting up views and segments, understanding users, tracking campaigns and visitor engagement, and setting up conversion goals.
Expert Roundtable session delivered by Igniyte's Managing Partner Caroline Skipsey at the Digital Leaders Masterclass #DLMLeeds on Tuesday 3rd November 2015.
This document provides information about a session on clickstream analysis and web analytics. The session aims to provide students with an understanding of clickstream data collection, analysis, and interpretation to optimize digital experiences. Key topics covered include clickstream analysis, multiple outcome analysis, experimentation and testing, competitive intelligence, and incorporating customer feedback. The session learning outcomes are for students to apply clickstream data to improve digital experiences and use competitive intelligence to inform decision-making.
Online Marketing Training in Ambala ! BATRA COMPUTER CENTREjatin batra
Are you in search of Online Marketing training in Ambala Cantt?
Now your search ends here... Batra Computer Centre provides you training in :
Basics of Computer
Programming language C, C++, HTML, Php
Web Designing and Web Development
SEO
SMO
Taking The Guesswork Out Of Website OptimisationNathan Raward
A practical approach to evaluating website performance, focusing on:
1. How to isolate usability issues and identify conversion rate improvements
2. Website testing methodologies (A/B & MVT) and how to start an in-house testing program
3. Some Conversion Rate Optimisation tips
The Building Blocks of QuestDB, a Time Series Databasejavier ramirez
Talk Delivered at Valencia Codes Meetup 2024-06.
Traditionally, databases have treated timestamps just as another data type. However, when performing real-time analytics, timestamps should be first class citizens and we need rich time semantics to get the most out of our data. We also need to deal with ever growing datasets while keeping performant, which is as fun as it sounds.
It is no wonder time-series databases are now more popular than ever before. Join me in this session to learn about the internal architecture and building blocks of QuestDB, an open source time-series database designed for speed. We will also review a history of some of the changes we have gone over the past two years to deal with late and unordered data, non-blocking writes, read-replicas, or faster batch ingestion.
The document discusses the importance of effective customer feedback and measurement frameworks. It emphasizes the need to understand customers, listen to their feedback, and ensure changes are driven by customers rather than internal business priorities. It provides examples of key performance indicators and metrics that can be used, as well as techniques for gathering customer feedback like surveys, web analytics, and site performance monitoring. The goal is to continuously measure customer experience, identify issues, and optimize processes based on data-driven insights.
Sean Burton is passionate about using data, technology and psychology to improve customer experience and business value. He has 15 years of experience across various roles including web analytics, customer feedback, and data visualization. He works with both large companies and startups across various industries. Sean offers services including setting up Google Analytics, implementing surveys, creating dashboards, and bringing all customer data together to provide insights.
This document provides an overview and introduction to using Google Analytics. It discusses how analytics can help answer key questions about website traffic like who visits a site, how they find the site, what they do once on the site, and if they complete important goals. It then walks through setting up Google Analytics and how to analyze various metrics to understand audience, acquisition, behavior, and conversions. The document emphasizes the importance of setting goals and using the data to drive improvements and business decisions.
This document provides an overview of Google Analytics and how it can be used to understand website traffic and visitor behavior. It discusses tracking key metrics like sessions, users, pageviews, bounce rate, and goals. It also explains how to segment data and analyze acquisition sources, site content, and multi-channel funnels. The document emphasizes that analytics is most useful when the data is acted on to continually improve the user experience and drive conversions.
Understanding your Audience Through NumbersTom Freestone
Google Analytics can be used to deliver many useful statistics. In our flipped presentation, we will provide instructional materials to help you setup Google Analytics, create custom dimensions and discuss how to use and interpret metrics to gain insight into your applications. We will be demonstrating how we use Google Analytics through uPortal and CAS as case studies, giving you an inside perspective on how we monitor our user traffic and how it leads us to make decisions and changes.
A DIY Approach to Activating Your Existing Marketing DataEtumos
Okay, you have just worked tirelessly to perfect your Marketo architecture, capturing every bit of lead lifecycle, engagement, and activity data. Now what?
More often than not, marketing operations professionals are also on the hook for providing reporting and analytics for the broader marketing organization. Luckily, there is a wealth of data sitting just beneath the surface of your Marketo instance that can help you answer some of the most common business questions from your CMO.
In this session, Eric Wong, Marketing Intelligence Consultant at Etumos, will run through how to own and activate your marketing data, structuring your data for different reporting scenarios or getting what you need to make the most out of your data.
How world class companies optimize the digital experienceQualtrics
Learn how the world's most innovative companies execute digital optimisation programs built on website / mobile feedback and customer engagement. Understand specific ways to increase loyalty, engagement and conversion across your digital assets.
The document discusses key components of a successful web analytics strategy focused on customer centricity. It emphasizes measuring how the website delivers for customers rather than what it does for the business. A "Trinity approach" is recommended to provide customer-centric insights through metrics like purpose, task completion, satisfaction. It also stresses starting any analytics program by understanding the real business questions stakeholders want answered in order to provide actionable insights rather than just reporting data.
This document provides an introduction and overview of Google Analytics. It begins with introductions from the presenter and explains why learning Google Analytics is important. The rest of the document dives into key topics such as how Google Analytics works, how to install it, the different types of web data and traffic sources it can track, and how to navigate and customize the various reports and features within Google Analytics. Resources for further learning about Google Analytics and obtaining certification are also provided.
The document provides an overview of digital marketing and various digital marketing strategies and tools. It begins with an introduction to digital marketing versus web marketing. It then covers topics such as digital marketing audits, competitor research, the digital marketing mix including email marketing, search engine optimization (SEO), social media, and various social media platforms. The document provides definitions and explanations of these digital marketing concepts in 1-2 paragraphs for each topic.
How to Use Data to Drive Product Decisions by PayPal PMProduct School
The document summarizes a presentation by a PayPal product manager on using data to drive product decisions. The presentation covers how PayPal's product managers use various data sources and analysis techniques like funnel analysis, cohort analysis, segmentation analysis, and A/B testing to minimize fraud losses while ensuring a good user experience. It provides examples of the types of insights and questions that can be answered through different data analysis approaches to help identify issues, prioritize opportunities, and measure the success and impact of product changes.
This document discusses using Google Analytics to measure website data and maximize marketing ROI. It explains that analytics helps understand visitor behavior to achieve business goals. Key questions analytics can answer are listed. The types of data collected and goals that can be measured are also outlined. The document provides guidance on setting up analytics, defining goals, analyzing traffic sources, identifying key metrics, and using data visualizations and funnel reports to make informed marketing decisions.
Matt Lynch is the General Manager for Vorian Agency, a Perth - Western Australia based digital marketing company, Google Partner and Bing Ads Professional. This latest training seminar presentation looks at the benefits of CRO - Conversion Rate Optimisation, and how to improve the conversions with your website and landing pages to compliment all your inbound marketing through SEO, PPC, Social, EDMs etc to increase the ROI from these campaigns with effective landing page design.
Build a Foundation for Data Integrity with Analytics AuditingTinuiti
If your data isn’t collected correctly, it will impact everything downstream. Learn the importance of a well-implemented analytics platform and how it can inform your decision making. Discover how Mobius, and partner ObservePoint work together to maintain proactive data integrity.
This document provides an agenda for a Google Analytics training session. The agenda includes topics such as getting started with Google Analytics, navigating the interface, audience, acquisition, behavior, and conversion reports. It also covers account administration, advanced tracking implementations, measuring content, importing and extracting data, and common applications of Google Analytics. The training emphasizes using Google Analytics for analysis rather than just reporting, and how to tell data-driven stories to different audiences. It provides best practices for setting up views and segments, understanding users, tracking campaigns and visitor engagement, and setting up conversion goals.
Expert Roundtable session delivered by Igniyte's Managing Partner Caroline Skipsey at the Digital Leaders Masterclass #DLMLeeds on Tuesday 3rd November 2015.
This document provides information about a session on clickstream analysis and web analytics. The session aims to provide students with an understanding of clickstream data collection, analysis, and interpretation to optimize digital experiences. Key topics covered include clickstream analysis, multiple outcome analysis, experimentation and testing, competitive intelligence, and incorporating customer feedback. The session learning outcomes are for students to apply clickstream data to improve digital experiences and use competitive intelligence to inform decision-making.
Online Marketing Training in Ambala ! BATRA COMPUTER CENTREjatin batra
Are you in search of Online Marketing training in Ambala Cantt?
Now your search ends here... Batra Computer Centre provides you training in :
Basics of Computer
Programming language C, C++, HTML, Php
Web Designing and Web Development
SEO
SMO
Taking The Guesswork Out Of Website OptimisationNathan Raward
A practical approach to evaluating website performance, focusing on:
1. How to isolate usability issues and identify conversion rate improvements
2. Website testing methodologies (A/B & MVT) and how to start an in-house testing program
3. Some Conversion Rate Optimisation tips
Similar to Measurecamp 6 Workshop: Data Integration (20)
The Building Blocks of QuestDB, a Time Series Databasejavier ramirez
Talk Delivered at Valencia Codes Meetup 2024-06.
Traditionally, databases have treated timestamps just as another data type. However, when performing real-time analytics, timestamps should be first class citizens and we need rich time semantics to get the most out of our data. We also need to deal with ever growing datasets while keeping performant, which is as fun as it sounds.
It is no wonder time-series databases are now more popular than ever before. Join me in this session to learn about the internal architecture and building blocks of QuestDB, an open source time-series database designed for speed. We will also review a history of some of the changes we have gone over the past two years to deal with late and unordered data, non-blocking writes, read-replicas, or faster batch ingestion.
Global Situational Awareness of A.I. and where its headedvikram sood
You can see the future first in San Francisco.
Over the past year, the talk of the town has shifted from $10 billion compute clusters to $100 billion clusters to trillion-dollar clusters. Every six months another zero is added to the boardroom plans. Behind the scenes, there’s a fierce scramble to secure every power contract still available for the rest of the decade, every voltage transformer that can possibly be procured. American big business is gearing up to pour trillions of dollars into a long-unseen mobilization of American industrial might. By the end of the decade, American electricity production will have grown tens of percent; from the shale fields of Pennsylvania to the solar farms of Nevada, hundreds of millions of GPUs will hum.
The AGI race has begun. We are building machines that can think and reason. By 2025/26, these machines will outpace college graduates. By the end of the decade, they will be smarter than you or I; we will have superintelligence, in the true sense of the word. Along the way, national security forces not seen in half a century will be un-leashed, and before long, The Project will be on. If we’re lucky, we’ll be in an all-out race with the CCP; if we’re unlucky, an all-out war.
Everyone is now talking about AI, but few have the faintest glimmer of what is about to hit them. Nvidia analysts still think 2024 might be close to the peak. Mainstream pundits are stuck on the wilful blindness of “it’s just predicting the next word”. They see only hype and business-as-usual; at most they entertain another internet-scale technological change.
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Let me tell you what we see.
Open Source Contributions to Postgres: The Basics POSETTE 2024ElizabethGarrettChri
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Dynamic policy enforcement is becoming an increasingly important topic in today’s world where data privacy and compliance is a top priority for companies, individuals, and regulators alike. In these slides, we discuss how LinkedIn implements a powerful dynamic policy enforcement engine, called ViewShift, and integrates it within its data lake. We show the query engine architecture and how catalog implementations can automatically route table resolutions to compliance-enforcing SQL views. Such views have a set of very interesting properties: (1) They are auto-generated from declarative data annotations. (2) They respect user-level consent and preferences (3) They are context-aware, encoding a different set of transformations for different use cases (4) They are portable; while the SQL logic is only implemented in one SQL dialect, it is accessible in all engines.
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Predictably Improve Your B2B Tech Company's Performance by Leveraging DataKiwi Creative
Harness the power of AI-backed reports, benchmarking and data analysis to predict trends and detect anomalies in your marketing efforts.
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This is the webinar recording from the June 2024 HubSpot User Group (HUG) for B2B Technology USA.
Watch the video recording at https://youtu.be/5vjwGfPN9lw
Sign up for future HUG events at https://events.hubspot.com/b2b-technology-usa/
4th Modern Marketing Reckoner by MMA Global India & Group M: 60+ experts on W...Social Samosa
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Codeless Generative AI Pipelines
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https://ml.dssconf.pl/user.html#!/lecture/DSSML24-041a/rate
Discover the potential of real-time streaming in the context of GenAI as we delve into the intricacies of Apache NiFi and its capabilities. Learn how this tool can significantly simplify the data engineering workflow for GenAI applications, allowing you to focus on the creative aspects rather than the technical complexities. I will guide you through practical examples and use cases, showing the impact of automation on prompt building. From data ingestion to transformation and delivery, witness how Apache NiFi streamlines the entire pipeline, ensuring a smooth and hassle-free experience.
Timothy Spann
https://www.youtube.com/@FLaNK-Stack
https://medium.com/@tspann
https://www.datainmotion.dev/
milvus, unstructured data, vector database, zilliz, cloud, vectors, python, deep learning, generative ai, genai, nifi, kafka, flink, streaming, iot, edge
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A quick poll on agility in changing pipelines from end to end indicated a huge span in capabilities. For the question "How long time does it take for all downstream pipelines to be adapted to an upstream change," the median response was 6 months, but some respondents could do it in less than a day. When quantitative data engineering differences between the best and worst are measured, the span is often 100x-1000x, sometimes even more.
A long time ago, we suffered at Spotify from fear of changing pipelines due to not knowing what the impact might be downstream. We made plans for a technical solution to test pipelines end-to-end to mitigate that fear, but the effort failed for cultural reasons. We eventually solved this challenge, but in a different context. In this presentation we will describe how we test full pipelines effectively by manipulating workflow orchestration, which enables us to make changes in pipelines without fear of breaking downstream.
Making schema changes that affect many jobs also involves a lot of toil and boilerplate. Using schema-on-read mitigates some of it, but has drawbacks since it makes it more difficult to detect errors early. We will describe how we have rejected this tradeoff by applying schema metaprogramming, eliminating boilerplate but keeping the protection of static typing, thereby further improving agility to quickly modify data pipelines without fear.
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2. Overview
• A bit about me…
• Who’s in the room…
• Some background…
• Getting started…
• Exercise!
• Bringing it all together…
• Next steps…
• The wrap up.
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
3. Intros…
Sean Burton – Analyt
sean@analyt.co.uk | @sean_d_burton & @analytdata | analyt.co.uk
I'm passionate about improving customer experience and business value by using
a blend of data, technology and psychology.
About me:
• Formerly the Director of Measurement at Seren Design Ltd.
• A 15 year career covering: eLearning, Content Management Systems,
Interaction Design, Product Management, Web Analytics, and Data
Visualisation.
• Extensive experience with FTSE 100 companies across financial,
telecommunication, gaming, and retail sectors.
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
4. Who’s in the room…
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
5. In the room…
• 16 people
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
8. Some of the upfront questions
• How to you join data from different sources? What happens if the data
sources aren’t linked?
• What happens when your customer journeys cover & cross multiple
domains?
• How do you can you improve marketing performance/customer
journeys using data?
• How do you get VoC data into Google Analytics?
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
17. Good KPIs are “Übermetrics”…
Good KPI
Strategic
measures of
success
Actionable
Easy to
understand
Based on
valid data
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
18. Key questions
customer
journey profile
What do they buy?
Who visits and buys
from the site?
How are they using
the site?
Why do they visit the
site?
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
19. Core data relating to CX
• Web Analytics – the what
• Detailed traffic measurement tool showing volume of traffic across your digital
real-estate.
• Customer Relationship Management (CRM) – the who
• A database with details of who your customers are, what they have bought,
and their communication preferences.
• Voice of Customer (VoC) / Surveys – the why
• Responses to online or market research questionnaires. Typically run by
external agencies and hosted via an external tool.
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
21. What people say vs what they actually do...
Over a third of people say that they intend to
buy something
Conversion rates are in the normal range
People say that they are going to visit 2.5
categories on average
On average they visit 1
Say Do
Nearly half of people say that they are likely
or very likely to use the search function
Less than 20% of visits have a search in
them
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
22. Customer Experience
• Do you know who your customers are?
• Do you listen to them?
• Do you know what they think of you?
• Are changes to your web site driven by people within the
business rather than by the people that actually pay them – the
customer?
Ultimately, it’s best to try and avoid…
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
25. “I got there in the end but it was a
struggle. Probably best try
www.acme.com”
…not what I
expected
I’ll try another site
This is a nightmare!
Grrr, where’s the
phone?
What a load of
b*ll**ks!!
26. Optimising Processes – survey first
• Ask about reasons for visiting, i.e. task intent.
• Trigger survey at the end of key processes, e.g. purchase or
registration.
• Capture trigger URLs and web analytics visitor cookie values.
• Segment survey data based on visitors failing to complete their task
and then review their comments
• Use web analytics data to confirm traffic volumes for trigger URLs – this
will allow you to scale the issue
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
27. Optimising Processes – analytics first
• Use web analytic data to find process steps with significant drop-out
• Segment out visitors that start process, but fail to complete.
• Cross-reference visitor IDs with survey data to see if any visitors had
left feedback
• Use feedback to help isolate the problem
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
28. The Peak End Rule
• Proposed by Barbara Fredrickson and Daniel Kahneman
• Theory states that people remember the most intensely felt moments
of an experience and the feelings at end
• Understanding how your customers are feeling at the end of a
process is very powerful
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31. Getting started
• Basic
• Simply show VoC alongside web analytic reports
and basic demographics from CRM
• The mid-point (correlate)
• Overlay key VoC metrics, e.g. recommendation,
with key web analytics data, e.g. orders
• The goal (associate)
• Fully integrated customer feedback covering a
range of data sources
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
32. Integrating CRM & Analytics
• Many Analytics providers can now do this ‘out of the box’, e.g. Adobe’s
(Omniture) Genesis platform
• Common approaches are to:
• Capture a user ID when a user logs into the site based on their CRM record,
which can then be used to link their clickstream data with their CRM record
• Selectively write out details of the user’s CRM record to the web site, allowing
these data to be captured in the web analytics tool as custom fields, e.g.
Gender, Age, job role, etc.
• Make sure you’re completely transparent with your users as to how you
store and use their personal data – do not breach their trust!
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
33. Integrating VoC & Analytics
• Many VoC providers now offer Google Analytics integration ‘out of the
box’ and some support other vendors as well
• I’ve personally worked with eDigitalResearch, OpinionLabs,
SurveyMonkey, SurveyGizmo, and Cvent
• Many of the above, simply require you to give them your tracking
details and they can then pass back survey response data into your
web analytics.
• Alternatively, you can pass a user ID over to the survey, and so long as
the survey provider allows you to export raw response level data you
can then integrate with your web analytics at a later point.
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
34. Example Survey capture
Web site feedback
We’d love to here your thoughts on how we can
improve our site
Yes | No
Site Survey
1. Which of the following best describes your reasons
for visiting the site today:
• [Drop-down of key tasks]
2. Where you able to complete this?
• [Drop-down: Yes, Partially, No]
3. How easy did you find it?
• [Single select on scale 0-10]
4. Would you recommend this site to your family and
friends?
• [Single select on scale 0-10]
5. Any other comments?
• [Text box]
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
35. Example data capture – Google Analytics
<script>
var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-XXXXX-X']);
_gaq.push(['_setDomainName', 'analyt.co.uk']);
_gaq.push(['_setAllowLinker', true]);
_gaq.push(['_setCustomVar',1, ’Task Intent', ’Buy fireplace', 2]);
_gaq.push(['_setCustomVar',2, 'Task Completion', ’yes', 2]);
_gaq.push(['_setCustomVar',3, 'Recommendation', 9, 2]);
_gaq.push(['_setCustomVar',4, 'Easy Score', 7, 2]);
_gaq.push(['_setCustomVar',5, ’Comments', ’great site', 1]);
_gaq.push(['_trackPageview']);
(function() {
var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;
ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';
var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);
})();
</script>
Initial Google Analytics variables
• setAccount = defined the profile to send the data to
• setDomainName = sets the scope of the cookie
• setAllowLinker = allows GA to work across multiple
domains
Sets Google Analytics custom variables
• Using all 5 ‘free’ custom variables (Premium has 50)
• Task Intent, Completion, Recommendation, and
Easy Score all set to whole visit
• Other possible items of interest: Gender, page
ratings, etc.
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
40. Exercise (30 mins)
• In groups of 4… (10 mins)
• Choose a site you all know
• What does ‘good’ look like for them?
• What might they want to measure?
• What would an ideal blend of CRM + VoC + Analytics?
• How would you present it back to the business? To an executive audience/
You’ll then present back to the group for discussion (20 mins)
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
41. Bring it all together…
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
42. Bring it all together
• Use your web analytics tool as a hub for much of your analysis
• You CRM tool can act as the hub for acting on the data, for example pushing
updated email lists to your email provider
• Create a measurement framework about what ‘good’ looks like for your site.
Capture these events as success goals and associate these successes with
the users CRM record. Equally, make sure that you capture pain points so
you can proactively resolve them.
• Publish key demographic details from your CRM or VoC responses back to
your site so that these can be tracked in your analytics. Ideally, do this via a
non-PII ID stored in a cookie, to allow multi-visit analysis.
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
46. A few examples…
• Telco client
• Improved customer service channel by integrating VoC & Web Analytics into
CRM
• Gaming client
• Used VoC & Web Analytics to highlight key pain during launch of a new betting
platform
• Banking client
• Used VoC tracker to highlight key drivers of satisfaction across wide range of
product categories
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
47. Case Study…
For every hour Apple spent calling their Detractors they generated
$1,000 in additional revenue
http://www.forbes.com/sites/stevedenning/2011/08/26/another-myth-bites-the-dust-how-apple-listens-to-its-customers/
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
48. The next step…
RFML Analysis
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
49. RFML Analysis
Recency
The elapsed time since the last purchase made by a customer
Metric: Days since last visit
Frequency
The average time between purchases for a customer
Metric: Average no. of days between purchase
Monetary
The total value of purchases made by a customer
Metric: Total order value or Average order value
Latency
The time between two events, such as first visit and purchase
Metric: Days between first visit and purchase
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
50. RFML – Visitor Scoring
Recency Score:
0: Visitor that have not visited the site within six months
1: Visitors that have visited the site within the last six months
2: Visitors that have visited within the last month
3: Visitors that have visited within the last week
Frequency Score:
0: Visitors that visit the site less than once every six months
1: Visitors that visit the site more than once every six months
2: Visitors that visit the site more than once a month
3: Visitors that visit the site more than once a week
Monetary Score:
0: Visitors that have never purchased
1: Visitors that have purchased at least £100
2: Visitors that have purchased at least £500
3: Visitors that have purchased at least £1000
Latency Score:
0: Visitors that have never purchased
1: Visitors that purchased within six months of their first visit
2: Visitors that purchased within one month of their first visit
3: Visitors that purchased within one week of their first visit
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata
Visitor Bandings (sum of scores):
0-1: Time wasters
1-5: Casual glances
5-9: Engaged Users
9-12: Stars
Time
wasters
58%
Casual
Glancers
23%
Engaged
Users
10%
Stars
9%
51. Case Study…
Group A
Recency: Visited within last week
Frequency: Visits 6 or more times a month
Monetary: Average order value of £15
Latency: Less than a week
Group B
Recency: Within the last 6 months
Frequency: Less than once a month
Monetary: Average order value of £350
Latency: More than 6 months
55. Integrated customer feedback
Automated technical
issues email sent to
operational teams
Customers with low
CSAT scores
contacted by
Customer Services
Customer invited to
community
Measure Act Advocate
Customer
encouraged to use
Social Media
Web Analytics
and/or channel data
Operational
Monitoring
Customer
Experience Tracker
Measure CSAT + Operational Performance
Analyse data to establish scale of impact and scope of recommended actions
Contact Customer to explain
and/or resolve issue
Encourage customers to
join community
Monthly CX
Dashboard
Quarterly Workshop
Free Text Mining
/ Verbatim Analysis
Daily/Weekly Rapid
Reporting
UX Review / lab
research / EEG
Operational teams
fix issues based on
cost/benefit
Statistical analysis &
modelling
Segmentation &
Process
Optimisation
Training &
customised reports
to improve use of
data
Operational teams
investigate technical
issues
Data sources Techniques Outputs / Deliverables Operational activities Advocacy
57. The wrap up
Accept your baby may be
ugly!
Be prepared to ‘watch’ and
‘listen’
Ensure ongoing
measurement
58. The wrap up (cont)
Create remarkable
moments
Act quickly and respond to
change
Act quickly and respond to
change
Understand
MeasureFix & Act
Advocate
59. A few helpful links…
• Passing Web Analytics Data to CRM (Adam Greco)
• Blog: http://adam.webanalyticsdemystified.com/2010/05/10/crm-integration-passing-web-analytics-data-to-crm/
• YouTube: http://online-behavior.com/emetrics/integrating-web-analytics-and-crm-739
• Great blog detailing how to tie Google Analytics and SalesForce together
• http://www.e-nor.com/blog/google-analytics/integrate-salesforce-and-google-analytics
• A great blog by the wonderful Avinash with tips on choosing a survey providers
• http://www.kaushik.net/avinash/eight-tips-for-choosing-a-online-survey-provider/
• And of course vendor support pages, for example Google Analytics:
• https://developers.google.com/analytics/devguides/collection/gajs/gaTrackingSite
• Data Import(Dimension widening) in Google Analytics
• https://support.google.com/analytics/answer/3191589