Dallas Digital Summit : Good Data Is Better Than Big Data

Justin Goodman

• Google Analytics and Adwords Individual Qualification

• 10 Years in Internet Marketing• Forbes Contributor• Blogs Featured on SEOMoz• Speaker at Digital World Expo & IABC

San Diego• Invited to lecture at Emory University on

Web Analytics• AMA Member

http://www.linkedin.com/in/justinmgoodman

What you will walk away with

• Why Good Data is better than Big Data

• What is Good Data and how do I get some

• How to build a data framework

Big Data vs. Good Data

What is Good Data?• Good Data • Data based on a framework

designed to help you understand how each marketing activity leads to a Key Business Objective.

Big Data and Good Data are NOT mutually exclusive

Lots of unorganized

data!!!

NOT ACTIONABLE

Big Data sounds great, but is it?

Data without insights is just a bunch of numbers

Big Data sounds great, but is it?

Well Organized, Good Data

IT’S ACTIONABLE!!

Actionable data is Good Data

Ensure your data is Good Data

“Getting good data and then being able to turn it into something of value will require the ongoing dedication of attention and resources in order for marketers to benefit.”

-eMarketer

Data Framework

Key Business Objective

Activity KPI Dimensions & Metrics

Activity KPI Dimensions & Metrics

Key Business Objective

Activity KPI Dimensions & Metrics

Activity KPI Dimensions & Metrics

Key Business Objective • This is the answer to the question: "Why does your website exist?“

• -Avinash Kaushik, Google Analytics Evangalist

Data Framework

Key Business Objective

Activity KPI Dimensions & Metrics

Activity KPI Dimensions & Metrics

Key Business Objective

Activity KPI Dimensions & Metrics

Activity KPI Dimensions & Metrics

Activity• The condition in which things are happening or being done.• A specific deed, action, function, or sphere of action

Data Framework

Key Business Objective

Activity KPI Dimensions & Metrics

Activity KPI Dimensions & Metrics

Key Business Objective

Activity KPI Dimensions & Metrics

Activity KPI Dimensions & Metrics

Key Performance Indicator• Measures that help you understand how you are doing against

your objectives. • -Avinash Kaushik

Data Framework

Key Business Objective

Activity KPI Dimensions & Metrics

Activity KPI Dimensions & Metrics

Key Business Objective

Activity KPI Dimensions & Metrics

Activity KPI Dimensions & Metrics

Dimension• A dimension is an descriptive attribute or characteristic of an object

that can be given different values.• Simply put, the labels, descriptive names, within reports

Valid Dimension and Metric Pairs in Google Analytics: http://bit.ly/GAdimensionandmetrics

Data Framework

Key Business Objective

Activity KPI Dimensions & Metrics

Activity KPI Dimensions & Metrics

Key Business Objective

Activity KPI Dimensions & Metrics

Activity KPI Dimensions & Metrics

Valid Dimension and Metric Pairs in Google Analytics: http://bit.ly/GAdimensionandmetrics

Metric• Metrics are individual elements of a dimension that can be measured

as a sum or a ratio. • Simply put, the numbers within reports

Increase New Ecommerce Sales

SEO

Increase Non-Branded Engaged New Visits by 5% ; 6 months

MetricsVisits

Bounce Rate

Dimensions

Organic

New Visit

Non-Brand

Increase Page 1 Visibility in Google Organic by 10%; 6 months

Metrics Organic Rank

Dimension Google

Conversion Rate Optimization

Increase Conversion Rate for Potential Customers by 10%; 6

months

MetricsConversion Rate

Bounce Rate

DimensionsNew visitor

Product Pages

Increase New Ecommerce Sales

SEO

Increase Non-Branded Engaged New Visits by 5% ; 6 months

MetricsVisits

Bounce Rate

Dimensions

Organic

New Visit

Non-Brand

Increase Page 1 Visibility in Google Organic by 10%; 6 months

Metrics Organic Rank

Dimension Google

Conversion Rate Optimization

Increase Conversion Rate for Potential Customers by 10%; 6

months

MetricsConversion Rate

Bounce Rate

DimensionsNew visitor

Product Pages

Data Framework Sample

Recap

• Why Good Data is better than Big Data• Actionable

• What is Good Data• Relevant to Business Objectives

• How to build a data framework• Objectives Activities KPIs Dimensions and

Metrics

• What else should be done to get better data?• Great Data through proper tagging and

governance

If you measure everything for all people and all things, you are simply spreading inefficiency through data

Thank You