Implementing New Items

by Feb 19, 2020

In the last post of this blog series on being success­ful with digital analyt­ics, I covered why it is impor­tant for you to have people that know the correct way to trans­late busi­ness require­ments into analyt­ics tool solu­tions. If you collect the data incor­rectly, every­thing down­stream will be prob­lem­atic! In this post, I am going to show you how to add the new items you will be imple­ment­ing to your SDR.

However, before we dive into the topic of imple­ment­ing new items, I’d like you to pause and consider the fact that we are only now discussing imple­men­ta­tion! As mentioned earlier, most orga­ni­za­tions jump right into imple­men­ta­tion without consid­er­ing busi­ness objec­tives, busi­ness require­ments and all of the other things discussed so far. It can be hard to hold back, but I hope you are seeing how devot­ing time and plan­ning to your analyt­ics imple­men­ta­tion prior to tagging can help make sure you are focused on the right things when you are able to get devel­op­ment resources.

As seen in past posts, we have been build­ing an SDR that contains our busi­ness objec­tives, require­ments and data points. We also added scores, cate­gories and prior­i­ties so we have a sheet that looks like this:

But as mentioned in a past post, we are missing some data points around real-time chat. In this case, let’s imagine that our solu­tion archi­tect deter­mines that the best way to capture real-time chat data is to set a metric when chats are initi­ated and another when chat is engaged. This means that we need to add a few columns to our SDR. We’ll start by adding two columns for metrics and assign­ing the vari­ables to the correct require­ments:

Note: While I am showing quick ways to do this, I highly recom­mend using absolute refer­ences when assign­ing vari­ables to require­ments in case you ever decide to re-sort the spread­sheet.

They also decide to add a dimen­sion for the type of chat and to lever­age an exist­ing previ­ous page dimen­sion to iden­tify where the person was on the site when they decided to engage with chat. This would require adding one column to our SDR spread­sheet, updat­ing some formu­las and then assign­ing these two data points to the appro­pri­ate require­ments result­ing in this:

Now that we have the HOW part updated in our SDR, the next step is to do the actual imple­men­ta­tion of the new metrics and dimen­sions. Once those are correctly imple­mented, you can update the score column which will then update your overall scores. For example, if we assume that the two metrics and one dimen­sion were fully imple­mented, our sheet might look like this:

As you can see, the SDR is meant to be a living docu­ment. As you add new things to your imple­men­ta­tion, you should be updat­ing the SDR so it is always current. The score column can be used to commu­ni­cate the complete­ness of your data points and your current ability to answer each busi­ness require­ment. In SDR spread­sheets I have done in the past, I used sepa­rate tabs to track the data points and then made the column head­ings refer­ences to those tabs. Doing that allowed me to iden­tify every poten­tial data point ahead of time and not have to add columns and update formu­las as shown here. For example, if you are an Adobe Analyt­ics customer and have 200 eVars, you can make 200 columns ahead of time and refer­ence those in another sheet. As you begin using them, you update your eVar sheet which will then magi­cally make the dimen­sion value appear on the require­ments tab through the formu­las. The other benefit of using another sheet to list data points is that you can track the status of each data point in the other sheet and use a formula to auto­mat­i­cally update the scores. It just depends upon how much time you want to devote to your SDR spread­sheet.

Action Items

Your task for this post is to add all of the new data points that you have deter­mined you will need to your SDR:

  • Add columns for any new metrics and dimen­sions
  • Update your formu­las as needed to make sure all vari­ables helping with a require­ment are shown
  • Update any scores needed for each require­ment

In the next post, I will talk about some approaches to data quality and how you should update your SDR based upon current data quality.

We’re here to help you through this.

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