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