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You can’t spell MEASURE
…without CUSTOMIZATION
@SimoAhava from @8_bit_sheep
You can’t spell MEASURE
…without CUSTOMIZATION
@SimoAhava from @8_bit_sheep
Simo Ahava
Partner, co-founder, 8-bit-sheep
Google Developer Expert, Google Analytics
Blogger, developer, www.simoahava.com
Twitter-er, @SimoAhava
You can't spell MEASURE without CUSTOMIZATION
@SimoAhava from @8_bit_sheep
processes are clay
@SimoAhava from @8_bit_sheep
processes are clay
and you are the sculptor
How can data be(come) meaningful?
Tool

expertise
Quick wins. Low-hanging fruit. Parlor tricks. Tactics.
How can data be(come) meaningful?
Biz

expertise
Measurement plans. Solutionism. Vacuous hand-waving. Strategies.
How can data be(come) meaningful?
Tool

expertise
Biz

expertise
Purposeful execution. Tactics and goals aligned. Territorialism. Finger-pointing.
How can data be(come) meaningful?
Tool

expertise
Biz

expertise
Maturity
Holy

grail
Communication.
Participation.
Transparency.
Shared goals.
Agility.
Purpose.
Any organization that designs a
system (defined broadly) will
produce a design whose structure
is a copy of the organization's
communication structure.
- (Mel) Conway’s law
Good data quality is an investment.
IT
UX
Data
Biz
Marketing
The Project
WORST: Lack of involvement, lack of participation, lack of collaboration, lack of trust.
Encourage multi-disciplinary teams.
IT
UX
Marketing
BETTER: Good communication, lack of shared goals, lack of involvement.
Data
Biz
The Project
Encourage multi-disciplinary teams.
BEST: Transparency, involvement, shared knowledge and skills, constant learning.
Encourage multi-disciplinary teams.
The Project
A consultant should work in a manner that inevitably
makes them redundant.
https://goo.gl/aPvVjb
BAD: Experts are hired as extra pairs of hands and as reporting tools.
The Project
Hire for education, not for delegation.
BEST: Experts work with the team, teaching, facilitating, building processes.
The Project
Hire for education, not for delegation.
@SimoAhava from @8_bit_sheep
complexity is sea water
@SimoAhava from @8_bit_sheep
complexity is sea water
and you are the desalination plant
communication breakdown results
in rusty pipelines and debt
Potential conflicts
Naming conventions, unified IDs, authentication, privacy
Batch or stream, misaligned schemata, chronology issues, hit validation (+ previous)
Separate ETL processes, patch or discard invalid data (+ previous)
Aggregation of pipelines (+ previous)
Visualizing what, when, and how (+ previous)
each individual component is
susceptible to conflict, too
What is purposeful?
What is responsible?
What is relevant?
What is actionable?
What is discardable?
What is customizable?
What is purposeful?
What is responsible?
What is relevant?
What is actionable?
What is discardable?
What is customizable?
What can be customized?
Visibility
Interaction
Dwell time
Short-term goals
Long-term goals
Qualitative
Page visibility Content visibility
What can be customized?
Visibility
Interaction
Dwell time
Short-term goals
Long-term goals
Qualitative
I love you
Click Scroll Keypress Long press Drag Resize Highlight Copy
What can be customized?
Visibility
Interaction
Dwell time
Short-term goals
Long-term goals
Qualitative
I love you
SERP bounce Idle time Active time Read time
What can be customized?
Visibility
Interaction
Dwell time
Short-term goals
Long-term goals
Qualitative
I love you
Mailing list Favorite Print Comment Share
What can be customized?
Visibility
Interaction
Dwell time
Short-term goals
Long-term goals
Qualitative
I love you
$
Followers More RPU Recruitment Better rankings
What can be customized?
Visibility
Interaction
Dwell time
Short-term goals
Long-term goals
Qualitative
I love you
$
Buzz Feedback Session rec. Heatmaps Polls
What can be customized?
Visibility
Interaction
Dwell time
Short-term goals
Long-term goals
Qualitative
I love you
$
What can be customized?
Visibility
Interaction
Dwell time
Short-term goals
Long-term goals
Qualitative
Google Analytics Session
Google Analytics Session
Group of interactions that takes place on a website
Google Analytics Session
Group of interactions that takes place on a website
expiration after 30 minutes of non-interaction
Google Analytics Session
Group of interactions that takes place on a website
expiration after 30 minutes of non-interaction
midnight per configured timezone
Google Analytics Session
Group of interactions that takes place on a website
expiration after 30 minutes of non-interaction
midnight per configured timezone
reacts to campaign changes
Google Analytics Session
Group of interactions that takes place on a website
expiration after 30 minutes of non-interaction
midnight per configured timezone
reacts to campaign changes
referral exclusion override
Google Analytics Session
Group of interactions that takes place on a website
expiration after 30 minutes of non-interaction
midnight per configured timezone
reacts to campaign changes
referral exclusion override
manual override with session control
Google Analytics Session
Group of interactions that takes place on a website
expiration after 30 minutes of non-interaction
midnight per configured timezone
reacts to campaign changes
referral exclusion override
manual override with session control
interactive vs. non-interactive hits
Google Analytics Session
Group of interactions that takes place on a website
expiration after 30 minutes of non-interaction
midnight per configured timezone
reacts to campaign changes
referral exclusion override
manual override with session control
interactive vs. non-interactive hits
requires persistent storage
Google Analytics Session
Group of interactions that takes place on a website
expiration after 30 minutes of non-interaction
midnight per configured timezone
reacts to campaign changes
referral exclusion override
manual override with session control
interactive vs. non-interactive hits
requires persistent storage
cross-domain tracking
Google Analytics Session
Group of interactions that takes place on a website
expiration after 30 minutes of non-interaction
midnight per configured timezone
reacts to campaign changes
referral exclusion override
manual override with session control
interactive vs. non-interactive hits
requires persistent storage
cross-domain tracking
campaign timeout resets session
Google Analytics Session
Group of interactions that takes place on a website
expiration after 30 minutes of non-interaction
midnight per configured timezone
reacts to campaign changes
referral exclusion override
manual override with session control
interactive vs. non-interactive hits
requires persistent storage
cross-domain tracking
campaign timeout resets session
the schema is inflexible but your
application thereof is not
sessionized
the schema is inflexible but your
application thereof is not
@SimoAhava from @8_bit_sheep
spare the customization
@SimoAhava from @8_bit_sheep
spare the customization
spoil the data quality
https://bit.ly/2FQZhyF
True
View
Ecom
m
erce
Im
pressions!
Dev
UX
Marketing
Data
Biz
There is a flaw in the current
model. Impressions are tracked for views
that did not happen.
Identify a flaw in the status quo.
Dev
UX
Marketing
Data
Biz
Identify a flaw in the status quo.
Measuring qualified conversions
of individual creatives has always been a
pain point.
Introduce the business problem.
Dev
UX
Marketing
Data
Biz
Identify a flaw in the status quo.
We can use more accurate CTR
reports to better design the creatives and
their context in our campaigns.
Introduce the business problem.
Explore the impact of the change.
Dev
UX
Marketing
Data
Biz
Identify a flaw in the status quo.
It’s doable with our current
Ecommerce integration combined with
scroll and visibility tracking.
Introduce the business problem.
Explore the impact of the change.
Produce a technological solution.
Dev
UX
Marketing
Data
Biz
Identify a flaw in the status quo.
Introduce the business problem.
Explore the impact of the change.
Produce a technological solution.
This will help us choose between
lazy/infinite load and pagination of
impressions, too!
Uncover fringe benefits.
You can't spell MEASURE without CUSTOMIZATION
Align measurement across
data sources.
Adjust enrichment and ETL
to fit data into schema.
Design the pipeline flow with
queries, reports, and
visualizations as the drivers.
You can't spell MEASURE without CUSTOMIZATION
Triggers
Dummy tag
Triggers
Dummy tag
Variables
Triggers
Dummy tag
Variables
Triggers
Test
Dummy tag
Variables
Triggers
Test
Dummy tag
Variables
Triggers
Test
Dummy tag
Variables
Triggers
Test
Dummy tag
Variables
Triggers
Test
Views Clicks CTR Cart adds Purchases Revenue
Quick Buy
Retargeting
Footer
Offers
Promo_Jan
X-sell
62,065
46,281
33,237
26,412
21,745
21,045
1,472
6,162
581
3,181
520
1,270
2.37%
13.31%
1.75%
12.04%
2.39%
5.85%
1,546
58
0
12
306
1,259
594
17
0
3
137
297
€297,638.42
€5,605.92
€0.00
€1,485.92
€11,234.30
€157,169.30
Views Clicks CTR Cart adds Purchases Revenue
Quick Buy
Retargeting
Footer
Offers
Promo_Jan
X-sell
62,065
46,281
33,237
26,412
21,745
21,045
1,472
6,162
581
3,181
520
1,270
2.37%
13.31%
1.75%
12.04%
2.39%
5.85%
1,546
58
0
12
306
1,259
594
17
0
3
137
297
€297,638.42
€5,605.92
€0.00
€1,485.92
€11,234.30
€157,169.30
True Qualified Qualified Qualified Qualified Qualified
@SimoAhava from @8_bit_sheep
data is difficult
@SimoAhava from @8_bit_sheep
data is difficult
data quality is earned, not acquired
1. Data quality is an investment
Tool

expertise
Biz

expertise
Maturity
Holy

grail
Key takeaways:
2. Communication structures are everything
Any organization that designs a
system (defined broadly) will
produce a design whose structure
is a copy of the organization's
communication structure.
- (Mel) Conway’s law
Key takeaways:
3. Elaborate pipelines are not rust-proof
Key takeaways:
4. No data source is an island
Key takeaways:
5. Fundamentals can be interesting and challenging
Key takeaways:
log(`Thank you, ${yourName}`)

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