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Access to digital
The speed that we can access data due to
digital properties has made data-driven
decision making easier than ever.
But at what cost?
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@SamTorresATL
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#brightonSEO
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So what are we even
doing here?
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Scaling Data Scaling Platforms Scaling Insights
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Scalability refers to the ability of a system to perform well
under an increased or expanding workload.
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What aren’t
we doing?
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Scaling Data
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#brightonSEO
@SamTorresATL
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Your findings are only good if you
can trust the data.
Data must be VALID
SCALING DATA
Make friends with
GA4’s debug mode.
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@SamTorresATL
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Data must be COMPLIANT
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SCALING DATA
Find out if these apply to you:
GDPR
CCPA
PIPEDA
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@SamTorresATL
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Data must be COMPLIANT
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SCALING DATA
Technical implementation matters
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Data should be PLANNED
while also being FLEXIBLE
SCALING DATA
Create a measurement plan.
Technical requirements
and stakeholders
Events and definitions Implementation
documentation
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@SamTorresATL
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Data should
PLAN TO CHANGE
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SCALING DATA
Check and re-check your
assumptions.
Measurement plan
how-to & template
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@SamTorresATL
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Scaling Platforms
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What we mean by platform
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SCALING PLATFORMS
Dashboarding
Looker Studio
Tableau
Databox
Warehouses / Storage
BigQuery
Redshift
Snowflake
In-house server/IT team
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@SamTorresATL
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Dashboards should be
performative
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SCALING PLATFORMS
Stop trying to make a
single dashboard be your
end-all, be-all.
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@SamTorresATL
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Getting more from your dashboards
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SCALING PLATFORMS
Dashboards should be themed
around what questions the data
can answer and the audience who
cares
Do the heavy lifting of
calculations somewhere else
Google Sheets / CSV
BigQuery
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@SamTorresATL
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#brightonSEO
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Platforms have limitations
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SCALING PLATFORMS
Google Sheets
Too many rows and columns
Specialize/focus your data
BigQuery
Repeatedly querying the data
and calculating = $$$
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@SamTorresATL
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Do NOT directly query BigQuery in Looker
Studio, use preset (made by you) query
results instead.
Avoiding BigQuery sticker shock
SCALING DATA
Guide on cost
& query build
tools
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@SamTorresATL
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Scaling Insights
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Use meaningful visualizations
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SCALING INSIGHTS
Focus on trends over element
quantity
Benefit from color psychology
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@SamTorresATL
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Focus on trends
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SCALING INSIGHTS
MoM
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Lean on the psychology of color
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SCALING INSIGHTS
Avoid red – it steals the show
and is often not accessible
Primer
on color
#brightonSEO
@SamTorresATL
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#brightonSEO
@SamTorresATL
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Customize your comms
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SCALING INSIGHTS
Right size reporting to your
audience
Consider business KPIs, and
the KPIs for each team
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