More InfoTrust book notes - 2nd Edition

[r002]

Monday

Three kinds of innovation

• Core innovation: 70% - Incremental improvements on what the company already does well
• Emerging innovation: 20% - Investing in things that show promise
• New innovation: 10% - Investing in the wild and crazy stuff

[r002]

Ch 1: The Lay of the Land

• Don't just make a "wish list" of everything you want. Instead:
  • Crystalize: "What are you trying to accomplish? Specifically: How are you going to serve your customers better?" Work backwards: What clear KPIs will show you're successful?
  • Get everyone on the same page. Eg. Your entire team
  • Get buy-in from executives
  • Don't just "collect as much data as humanly possible" without a plan for it (this was the historical practice)

Trend: Companies are going "in-house"

• Driven mostly be increased data governance scrutiny/regulations
• Challenges: Getting the right people, the right technical knowledge (product + analytics), legal ramifications. Staying up to date on everything
• Alternative: Hybrid model - Hire a "transition team"-- sourcing bits and pieces to vendors/outside agencies

[r002]

Ch 2: Where Should You Start?

Brad Prenger - VP of Partnerships

• "Four Stages of Digital Maturity" (Boston Consulting Group)

• "6 Ps of Digital Analytics Transformation"

• 90% of your budget should be used on "people"

  

• Customer Analytics Value Chain

  • How efficient is the flow of data? Friction and drop-offs? How much is automated?
  • Processes and flowcharts are great. But how do people fit into the picture? Eg:

---

Nascent Indicators:

Emerging Indicators:

Dangers of siloed thinking

If marketing doesn't communicate with analytics, you'll run amazing promotions but have no idea of their actual effect.

Connected Indicators:

• Advanced integrations and real-time dashboards

  

Multi-Moment Indicators

• The most important metric: CLV

  

[r002]

Ch 3: Customer Data Governance

Kent Oldham (Head of Customer Data Governance) & Lucas Long (Senior Tag Governance Specialist; Tag Inspector PM)

What is "data governance"?

CCPA: "Right of Erasure" - 45 days from notification for company to delete all of the customer's data

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Strategy

• Step 1: Identify what data you want to collect and why
• Step 2: What value are you going to give customers in exchange for this data?
• Step 3: Where are you storing your data? And how does it flow through your ecosystem? How are you maintaining its integrity?

GA Tag Example

CCPA

[r002]

Ch 4: Google Marking Platform

Amin Shawki (Head of Growth), Melanie Bowles (Optimization & Insights Specialist), Ariel Opelt (Lead Digital Analytics Consultant)

Salesforce Integration (new in 2nd ed.)

Alex shares an interesting story about a project InfoTrust did with Pelican Water Systems. Leads originated from digital channels but often closed over the phone (offline sales). Alex (learned Salesforce's propriety Apex programming language) and built a Salesforce-native module that would send offline engagement & conversions to GA. Basically-- a way to see more of the elephant!

Result:

Case study:

• https://services.google.com/fh/files/misc/infotrust-case2.pdf

[r002]

Ch 5: Google Analytics 4 (new in 2nd ed.)

Chris Vaughan (Head of Vertical for CPG, FMCG), Bryan Lamb (Analytics Architect), Amin Shawki

Review - Different collection models

• Universal Analytics is a model built around page/screen views and sessions
  • Event reports were limited to three fields: category, action, label
• GA for Firebase - tracks every single activity (scrolling on a screen, opening an app) as an event
• GA4 for mobile apps is identical to GA for Firebase

Deeper technical dive

The new GA4 Event Model - example:

GA4 Enhanced Measurements

Reference

• https://www.hotjar.com/google-analytics/glossary/dimensions-and-metrics/
• https://infotrust.com/articles/ga4-firebase-analytics-differences