a journey in making sense of big data (part 2: KPI)
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The document discusses measuring the impact of initiatives and campaigns using key performance indicators (KPIs) and data from various sources like Google BigQuery, Google Analytics, and spreadsheets. It describes using pre-post analysis and A/B testing to measure initiative impact and time series analysis to measure campaign impact. It also discusses building reporting engines and analytics portals using Google Spreadsheets, App Engine, and other Google tools to provide insights from big data.
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Campaign Measurement
Campaigns
•Campaign Id
•Campaign Name
•Time range
•Set of Countries
•Set of Products
KPI
•Date
•Country
• Product
• KPI[]
X
Trend
•Campaign Id
•Date
•Total of KPI[]
Summary
•Campaign Id
•Campaign Name
• Impact Measurement[]
• Statistical Error[]
Time
Series
Analysis
FROM THE BIG BANG TO NEW ECONOMY,
A JOURNEY IN MAKING SENSE OF BIG DATA](https://image.slidesharecdn.com/journey-2kpi-141013110803-conversion-gate01/85/a-journey-in-making-sense-of-big-data-part-2-KPI-10-320.jpg)
a journey in making sense of big data (part 2: KPI)
- 1. Example #1 1 KPI reporting & Impact Measurement FROM THE BIG BANG TO NEW ECONOMY, A JOURNEY IN MAKING SENSE OF BIG DATA
- 2. FROM THE BIG BANG TO THE NEW ECONOMY, A JOURNEY IN MAKING SENSE OF BIG DATA Patrick Deglon pdeglon@gmail.com linkd.in/pdeglon
- 3. Measuring impact of initiatives Number of listings 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0 Pre/Post analysis illustrative example (Simulation) D Initiative launched Aug 1st Sep 1st Oct 1st 2012 2011 B A C Impact of the initiative pre post • Used to measure the impact of an initiative in a full market or a market segment A/B test illustrative example (Simulation) Number of purchases 450 400 350 300 250 200 150 100 50 0 Impact of the initiative Initiative launched control group test group Aug 1st Sep 1st Oct 1st • Randomized Test/Control group methodology is a golden standard in research 3 FROM THE BIG BANG TO NEW ECONOMY, A JOURNEY IN MAKING SENSE OF BIG DATA
- 4. 4 Key Performance Indicators Motorola Factory # Shipments Distribution Channels # Sales First Usage # Activations Simplified Business Flow FROM THE BIG BANG TO NEW ECONOMY, A JOURNEY IN MAKING SENSE OF BIG DATA
- 5. 5 Data Flow Motorola Factory # Shipments Distribution Channels # Sales First Usage # Activations ... Google BigQuery Motorola Cloud Insights FROM THE BIG BANG TO NEW ECONOMY, A JOURNEY IN MAKING SENSE OF BIG DATA
- 6. 6 Google Spreadsheet as a Reporting Engine Spreadsheet BigQuery HTML body in sheet Charts Mail App Script Scheduler Distribution Group FROM THE BIG BANG TO NEW ECONOMY, A JOURNEY IN MAKING SENSE OF BIG DATA
- 7. 7 Google Spreadsheet as a Reporting Engine FROM THE BIG BANG TO NEW ECONOMY, A JOURNEY IN MAKING SENSE OF BIG DATA
- 8. 8 Analytics Portal App Engine Data Source: Big Query Data Source: Google Analytics Data Source: Spreadsheet & CSV iFrame Source: Tableau Server iFrame Source: Google Documents Report Meta Data: Google Drive (Text file with JSON) Report Meta Data: Datastore (Report copy & usage tracking) Google Drive Android App Web portal Users Access Control: Google Users + Drive Sharing FROM THE BIG BANG TO NEW ECONOMY, A JOURNEY IN MAKING SENSE OF BIG DATA
- 9. 42 …so what? 9 FROM THE BIG BANG TO NEW ECONOMY, A JOURNEY IN MAKING SENSE OF BIG DATA Answer to the Ultimate Question of Life, The Universe, and Everything
- 10. 10 Campaign Measurement Campaigns •Campaign Id •Campaign Name •Time range •Set of Countries •Set of Products KPI •Date •Country • Product • KPI[] X Trend •Campaign Id •Date •Total of KPI[] Summary •Campaign Id •Campaign Name • Impact Measurement[] • Statistical Error[] Time Series Analysis FROM THE BIG BANG TO NEW ECONOMY, A JOURNEY IN MAKING SENSE OF BIG DATA
- 11. 11 Campaign Measurement Campaign Window Don’t include weekday cycle in your volatility measurement FROM THE BIG BANG TO NEW ECONOMY, A JOURNEY IN MAKING SENSE OF BIG DATA
- 12. 12 Campaign Measurement Define Campaign Run Campaign FROM THE BIG BANG TO NEW ECONOMY, A JOURNEY IN MAKING SENSE OF BIG DATA Drive Insights Measure Impacts