Learning Google Analytics

Chapter 2. Data Architecture and Strategy

This chapter looks at the steps you should take before you start configuring or coding anything. My perspective is mostly based on digital marketing consultancies, so it may be biased toward projects of that nature, but it also means that the processes are motivated by quality, cost, quick results, and control of resources that should resonate with other kinds of business. We’ll look at how to create enthusiasm and buy-in from the relevant stakeholders, consider the pros and cons of different approaches, and then help scope out the necessary actions and requirements so we have a roadmap for how to execute. We’ll also look at how to define whether a project has been successful.

Creating an Environment for Success

I wanted to at least include an overview of the nontechnical aspects of digital analytics projects, because they’re so important in actually creating business results. You won’t get anywhere unless you have the business itself on your side, and this is often the hardest work to justify, scope, and get approval for doing the project in the first place. We’ll look at how to get your stakeholders behind a project; create an agile, use case–driven plan that demonstrates real business value; and assess if the digital maturity of your company is ready for such a project so it can benefit from it over the long term. If your company is not digitally mature, even the best data product will have no impact if, for example, the staff is unwilling ...