Presented at BrightonSEO San Diego 2023. Sam shared her top tips for how to build a scalable measurement program to get the right data you can trust without wading through the fluff.
4 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? #brightonSEO @SamTorresATL
10 Your findings are only good if you can trust the data. Data must be VALID SCALING DATA Make friends with GA4’s debug mode. #brightonSEO @SamTorresATL
13 Data should be PLANNED while also being FLEXIBLE SCALING DATA Create a measurement plan. Technical requirements and stakeholders Events and definitions Implementation documentation #brightonSEO @SamTorresATL
What we mean by platform 16 SCALING PLATFORMS Dashboarding Looker Studio Tableau Databox Warehouses / Storage BigQuery Redshift Snowflake In-house server/IT team #brightonSEO @SamTorresATL
Getting more from your dashboards 18 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 #brightonSEO @SamTorresATL
Platforms have limitations 20 SCALING PLATFORMS Google Sheets Too many rows and columns Specialize/focus your data BigQuery Repeatedly querying the data and calculating = $$$ #brightonSEO @SamTorresATL
21 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 #brightonSEO @SamTorresATL
Lean on the psychology of color 25 SCALING INSIGHTS Avoid red – it steals the show and is often not accessible Primer on color #brightonSEO @SamTorresATL
Customize your comms 27 SCALING INSIGHTS Right size reporting to your audience Consider business KPIs, and the KPIs for each team #brightonSEO @SamTorresATL