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Measure What Makes an Impact Myriam Jessier PRAGM & NEUROSPICY https://speakerdeck.com/myriamjessier @myriamjessier

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Trend Analysis

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I’m Myriam Jessier 👋 Co-founder of NeuroSpicy Agency & PRAGM agency

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Measuring What Matters is Hard Work 01/

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Many metrics CAN be measured.

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Only a handful will be pertinent to your company.

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“ Stop freaking out over sampled data ”

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They don’t align but you get the same insights.

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They don’t align but you get the same insights.

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Will this slight discrepancy dramatically shift budgets or efforts? NO!

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Transactional data must be 100% correct but analytical data doesn’t. DATA IS FUZZY

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You need to be pragmatic 02/

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Gain actionable insights, even if the data isn’t perfect.

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Pizza Meter In the 90s, Domino’s pizza orders would increase during heightened Pentagon activity (political crisis or military operation).

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Your sample size must be 70 times larger than the number of variables SARAH CROOKE QUOTE

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Data Pragmatism Actionable insights over theoretical perfection

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Data Pragmatism Tailoring data analysis and models to meet specific business needs

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Data Pragmatism Data is presented in a way that triggers action in stakeholders

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Spot Trends No need for perfect data Directional reporting informs decision-making.

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You Rely on Trend Analysis Already... Glimpse Real-time data from multiple sources. Exploding Topics AI scraping + trend analysis. Google Trends sample of web searches.

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YoY in Google Trends

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Semrush Enterprise has a “What Has Happened” Trend Analysis Solution

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AlsoAsked.com monitors intent shift trends in PAAs

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Trend Analysis Crash Course 03/

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3 main types of trend analysis Comparative analysis trends across categories Regression analysis relationship between variables Time-series data points over time 01/ 02/ 03/

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Emerging keywords Search intent changes Keyword popularity by region Seasonal keywords Search volume correlations Intent proximity Keyword Trendspotting

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“With Revolut Bank, trending queries show that folks inquire about its trustworthiness and legitimacy.” MARK WILLIAMS- COOK

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Create Your Own Metrics 03/

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Spotify has 6,000 music genres. 01/ For optimal recommendations 02/ Using meta data, raw audio data & listening patterns. 03/

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To the Spotify algorithm, an artist's genre is more of a "cluster of collective listening patterns" than a traditional label.

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Spotify’s algorithm uses those labels to map out a network to figure out other genres you are most likely to engage with.

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Focus on metrics that align with your company's unique value and goals.

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Occupation Rate Tracking rented units in GA4 as a metric to optimize Google Ads & to check vs indexation

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Core Web Vitals metrics are weighed by Google.

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CLS is the one important metric for Google Ads

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Create a modified weighed system to reflect a combined SEO & PPC baseline

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How to get started 04/

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Change the conversation, not the data.

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Blueprint Articulate the challenge 1. Define Custom Metrics 2. Assemble the data sources 3. Identify patterns 4. Communicate trends & drive action 5.

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#1 Articulate the challenge How frustrated are our customers? Ecommerce example

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#2 Define Custom Metrics

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Digital Happiness Index Page load speed (fast) 01/ High value orders placed 02/ Return purchases 03/

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Digital Happiness Index Add to wishlist 04/ Five star reviews 05/

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#3 Assemble the data sources to mitigate their inherent limitations

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Identify patterns

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#5 Communicate Trends & Drive Action Improving page load speed is crucial. It impacts the happiness index. It's linked to CX & sales.

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Google Ads GSC data CRUX data Google Merchant Center data My current hyperfocus is trend analysis in BigQuery.

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myriam@pragm.co Work With Me

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