The document discusses challenges and best practices for ensuring high quality data. It notes that data quality is an investment that requires expertise from both technical and business perspectives, as well as mature processes. It emphasizes the importance of communication structures, citing Conway's Law, and warns that complex data pipelines can introduce conflicts if not properly designed. It also stresses that individual data sources should not be viewed in isolation. Throughout it provides examples and potential issues to consider to continually improve data quality.
7. How can data be(come) meaningful?
Tool
expertise
Quick wins. Low-hanging fruit. Parlor tricks. Tactics.
8. How can data be(come) meaningful?
Biz
expertise
Measurement plans. Solutionism. Vacuous hand-waving. Strategies.
9. How can data be(come) meaningful?
Tool
expertise
Biz
expertise
Purposeful execution. Tactics and goals aligned. Territorialism. Finger-pointing.
10. How can data be(come) meaningful?
Tool
expertise
Biz
expertise
Maturity
Holy
grail
Communication.
Participation.
Transparency.
Shared goals.
Agility.
Purpose.
11. 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.
28. What is purposeful?
What is responsible?
What is relevant?
What is actionable?
What is discardable?
What is customizable?
29. What is purposeful?
What is responsible?
What is relevant?
What is actionable?
What is discardable?
What is customizable?
30. What can be customized?
Visibility
Interaction
Dwell time
Short-term goals
Long-term goals
Qualitative
31. Page visibility Content visibility
What can be customized?
Visibility
Interaction
Dwell time
Short-term goals
Long-term goals
Qualitative
32. 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
33. 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
34. I love you
Mailing list Favorite Print Comment Share
What can be customized?
Visibility
Interaction
Dwell time
Short-term goals
Long-term goals
Qualitative
35. I love you
$
Followers More RPU Recruitment Better rankings
What can be customized?
Visibility
Interaction
Dwell time
Short-term goals
Long-term goals
Qualitative
36. I love you
$
Buzz Feedback Session rec. Heatmaps Polls
What can be customized?
Visibility
Interaction
Dwell time
Short-term goals
Long-term goals
Qualitative
37. I love you
$
What can be customized?
Visibility
Interaction
Dwell time
Short-term goals
Long-term goals
Qualitative
40. Google Analytics Session
Group of interactions that takes place on a website
expiration after 30 minutes of non-interaction
41. Google Analytics Session
Group of interactions that takes place on a website
expiration after 30 minutes of non-interaction
midnight per configured timezone
42. 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
43. 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
44. 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
45. 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
46. 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
47. 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
48. 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
49. 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
50. the schema is inflexible but your
application thereof is not
55. 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.
56. 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.
57. 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.
58. 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.
59. 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.
61. 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.
75. 1. Data quality is an investment
Tool
expertise
Biz
expertise
Maturity
Holy
grail
Key takeaways:
76. 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: