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.

1. You can’t spell MEASURE
…without CUSTOMIZATION
@SimoAhava from @8_bit_sheep

2. You can’t spell MEASURE
…without CUSTOMIZATION
@SimoAhava from @8_bit_sheep

3. Simo Ahava
Partner, co-founder, 8-bit-sheep
Google Developer Expert, Google Analytics
Blogger, developer, www.simoahava.com
Twitter-er, @SimoAhava

5. @SimoAhava from @8_bit_sheep
processes are clay

6. @SimoAhava from @8_bit_sheep
processes are clay
and you are the sculptor

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.

12. IT
UX
Data
Biz
Marketing
The Project
WORST: Lack of involvement, lack of participation, lack of collaboration, lack of trust.
Encourage multi-disciplinary teams.

13. IT
UX
Marketing
BETTER: Good communication, lack of shared goals, lack of involvement.
Data
Biz
The Project
Encourage multi-disciplinary teams.

14. BEST: Transparency, involvement, shared knowledge and skills, constant learning.
Encourage multi-disciplinary teams.
The Project

15. A consultant should work in a manner that inevitably
makes them redundant.
https://goo.gl/aPvVjb

16. BAD: Experts are hired as extra pairs of hands and as reporting tools.
The Project
Hire for education, not for delegation.

17. BEST: Experts work with the team, teaching, facilitating, building processes.
The Project
Hire for education, not for delegation.

18. @SimoAhava from @8_bit_sheep
complexity is sea water

19. @SimoAhava from @8_bit_sheep
complexity is sea water
and you are the desalination plant

20. communication breakdown results
in rusty pipelines and debt

21. Potential conflicts

22. Naming conventions, unified IDs, authentication, privacy

23. Batch or stream, misaligned schemata, chronology issues, hit validation (+ previous)

24. Separate ETL processes, patch or discard invalid data (+ previous)

25. Aggregation of pipelines (+ previous)

26. Visualizing what, when, and how (+ previous)

27. each individual component is
susceptible to conflict, too

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

38. Google Analytics Session

39. Google Analytics Session
Group of interactions that takes place on a website

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

51. sessionized
the schema is inflexible but your
application thereof is not

52. @SimoAhava from @8_bit_sheep
spare the customization

53. @SimoAhava from @8_bit_sheep
spare the customization
spoil the data quality

54. https://bit.ly/2FQZhyF
True
View
Ecom
m
erce
Im
pressions!

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.

63. Triggers

64. Dummy tag
Triggers

65. Dummy tag
Variables
Triggers

66. Dummy tag
Variables
Triggers
Test

67. Dummy tag
Variables
Triggers
Test

68. Dummy tag
Variables
Triggers
Test

69. Dummy tag
Variables
Triggers
Test

70. Dummy tag
Variables
Triggers
Test

71. 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

72. 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

73. @SimoAhava from @8_bit_sheep
data is difficult

74. @SimoAhava from @8_bit_sheep
data is difficult
data quality is earned, not acquired

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:

77. 3. Elaborate pipelines are not rust-proof
Key takeaways:

78. 4. No data source is an island
Key takeaways:

79. 5. Fundamentals can be interesting and challenging
Key takeaways:

80. log(`Thank you, ${yourName}`)