A discussion of how to leverage insights from your data when you can’t collect as much data as you previously had, and you cannot collect tracking data on at least some of your customers. I will discuss the problems of over-collection and over-reliance on particular types of data, and ways to leverage actually valuable and useful insights while reducing the data collection footprint.
The presentation begins with the assertion that we (as an industry) collect too much data, and that we do so sloppily. This has the effect of undermining our efforts, without it being obvious that our data collection is flawed.
This leads to backlash (GDPR) but also imposes significant costs and obstacles. Analytics take time to load, and can lead to some extremely slow and bloated sites. What does that lead to? Among other things, customer loss, increased engineering and storage costs, reputational and legal risk, increased CO2 emissions and an unfocused collection strategy disconnected from other business logic.
The presentation will go through some of the problems with over-collection, and discuss different ways to collect and use data that align with business goals.
Siobhan Solberg, protector of privacy and marketing consultant, is the founder of Raze and host of the Marketing Unf*cked podcast.
She stops privacy from fucking with company growth. Empowering marketing and data teams with the strategies they need to scale ethically, sustainably, and with respect for their customers.
With over a decade in optimization and measurement, Siobhan knows a thing or two about growth and created the course on personalization for CXL. She’s also known to rock a stage and has shared her knowledge at conferences such as Superweek, delivering harsh truths with characteristic candor.
When not pushing the boundaries of privacy and marketing, Siobhan loves to test her own physical limits. And can often be found cold water swimming and training for her next Ironman. Or building lego, because that shit is hard (but satisfying as hell).
You'll get a look at how the Query function in Google Sheets is similar to SQL syntax and can help you learn BigQuery.
Plus, a side-by-side comparison of actions with the Query function and BigQuery equivalents.
Ben will also use Connected Sheets to bring data from BigQuery into Sheets.
Ben helps individuals and businesses better understand their data and work more efficiently with Google Workspace tools.
Over 50,000 professionals from 1,000+ companies have enrolled in his training courses, including employees from PwC, Netflix, Verizon, Google, Capital One, and other Fortune 500 companies.
Google recognized Ben as a Google Developer Expert for Google Workspace Technology in 2019, one of only a handful worldwide.
Ben works primarily with Google Sheets and Apps Script and has extensive experience with Google Data Studio, Microsoft Excel, SQL, and Tableau. He previously taught data courses and workshops for General Assembly in Washington, D.C.