Developing a data & technology ecosystem
I was working on developing a data & technology stack for an E-commerce retailer. With all the changes in the world business needs to develop their own ecosystem that matches their business needs and requirements. As great as GAFA is and they will still play a big role but there is a bigger drive now to own data, better understand the customer and this requires breaking away from the ecosystem that you currently have.
Been working on a very interesting project for an e-com retailer to build out their data & tech ecosystem. We easily fall into the trap of the Google world but there are so many good data & tech partners out there to help drive business forward
— DIPESH SHAH (@mrdipeshashah) December 3, 2020
Liverpool FC Digital Strategy
Being a Liverpool fan i am probably a bit biased but how the club has been transformed on and off the pitch has been remarkable supported by a digital & content strategy which has been phenomenal
As an @LFC fan got to admire the job that’s been done as a brand to Liverpool FC more so as a marketer myself. The club have been transformed 360 degrees on and off the pitch by @John_W_Henry, @PeterMooreLFC they get what Liverpool means. This means morehttps://t.co/XdhUmvUuFD
— DIPESH SHAH (@mrdipeshashah) August 24, 2020
Questions brands need to consider when looking at Econometric Modelling
3 key questions that brands need to think about before committing to Econometric modelling
3 key questions brands should consider that are looking at Econometric Modelling as a driver for growth:
1) How to factor in more variables into the model
2) Ensure that the models are accurate
3) Is it worth the investment— DIPESH SHAH (@mrdipeshashah) September 3, 2021
Driving growth by being smart
Driving growth without paid media is possible in the yearly years of a start-up just need to be smart
Some good lessons to take away that drives success:
• Clear primary KPI
• Commitment to developing product was relentless
• Customer Journey is critical
• Qual insights is your best friend
• Organic is a winner
• Being smart with limited paid media budget is important https://t.co/efsUn4t54J— DIPESH SHAH (@mrdipeshashah) July 20, 2022
The key differences between MMM v MTA
MMM is the future of measurement but MTA still comes up in conversation so I have shared the key differences between the two
The key differences between MMM v Attribution. Best way to understand it MMM is a top down approach where Attribution is a bottom up approach. I do see the value Attribution provided but it never really lived up-to expectations. I believe good forecasting replaces Attribution pic.twitter.com/2kQcmaqM24
— DIPESH SHAH (@mrdipeshashah) September 1, 2021
Building the right architecture for your martech stack
Working with a retail focused brand where digital and e-commerce became bigger pie of the business model in 2020 had to re-build their martech stack. The context is the brand did not own the .com domain so the architecture had to be built around country domains
Building the right architecture for your martech stack is becoming a bigger conversation in driving success. Working with a brand that was primarily retail focused, digital and e-commerce became a bigger part of the business model in 2019 that got accelerated in 2020
— DIPESH SHAH (@mrdipeshashah) November 8, 2022
MMM WhatsApp Chit Chat
Bit of a chit chat with a client about MMM
Client asked me to join a call last minute with the agency to talk about MMM and we had bit of a chit chat during the presentation. A lot of times measurement is too rushed without real strategic foresight. Also measurement can help prove a certain POV pic.twitter.com/C5b7Agu6ME
— DIPESH SHAH (@mrdipeshashah) November 7, 2022
Match Rate report
Match rate report looking at revenue reported in Google Analytics v sales tool. With the match-rate limit at 90% Google Analytics data has to be no less then 10% discrepancy
Worked on a solution to build a match rate report looking at revenue reported in Google Analytics v data warehouse. With the match-rate limit at 90% with Google Analytics data having no less then 10% discrepancy pic.twitter.com/1lFcivsFVL
— DIPESH SHAH (@mrdipeshashah) May 5, 2022
Google Analytics 4 for E-commerce Business
With the launch of Google Analytics 4 I have shared 5 key areas how E-commerce business can benefit from the new changes
Talking to an e-commerce marketer about Google Analytics 4 and as a business they are fully committed to the Google (free) stack. I do see some good things around GA4, this is what I shared in how they can benefit from it. 5 key areas to help:
— DIPESH SHAH (@mrdipeshashah) November 5, 2020
DVD Collection
Learning more around Google Cloud and Big Query decided to organise my DVD Collection and uploaded the dataset which is now publicly live to query
Learning more around @googlecloud particularly Big Query thought it will be a good idea to organise my #DVDCollection which I have had for 23 years. I have been using @mymovies_info as an app which I think is bloody great pic.twitter.com/0bMlCCWx4z
— DIPESH SHAH (@mrdipeshashah) February 8, 2022
Better understand Attribution
Got bit bored of using the football analogy when talking about attribution so looked so looked at a model in how it works in the dating world / looking for a life partner
When talking about attribution the concept was based around football between the goal scorer n assist. Which is no difference to the dating world which has massively changed with a combination of offline n online touch-points making the journey becoming more complex n fragmented pic.twitter.com/SfGCJxJJRc
— DIPESH SHAH (@mrdipeshashah) January 7, 2021
Mini Google Analytics and Google Tag Manager case study
A mini thread on evolving an e-commerce business analytics
Working on e-commerce multi market business Analytics and GTM last year when initially auditing their account it was a car crash. Not one person internally was getting any insight out of it, there were duplicate tags firing and no form of governance or data management deployed https://t.co/fwk7tOQKgQ
— DIPESH SHAH (@mrdipeshashah) August 11, 2021
My marketing data and tech ecosystem article is top of the Google searches
My article is ahead of McKinsey and Marketing Tech News
My marketing data & tech ecosystem article that I shared nearly a year ago is top of Google searches and even more impressively it's above McKinsey and Marketing Tech News. Quite happy with that pic.twitter.com/SUWxoBqJRb
— DIPESH SHAH (@mrdipeshashah) December 21, 2021
Thank You Email for Datalayer Framework
Sunday 2nd January 2022 I received a lovely email how my datalayer framework helped
Received this lovely email on Sunday, how my Datalayer framework came into practical use to get approval all the way to implementation. Pleased to see that’s it’s come into use, it’s all I really wanted pic.twitter.com/2cIBH0U6h1
— DIPESH SHAH (@mrdipeshashah) January 4, 2022
Being the geek I am also looked at some numbers to see the impact of my organic social post. The impact was huge
So Organic Social does work. This post had much bigger impact then I expected. Some numbers to share for the last week: (yes comparing to previous week is not ideal)
– 1,850%+ views on my linkedin
– 583%+ traffic to my website
– 100%+ resources downloaded from my website https://t.co/50P07WC95O— DIPESH SHAH (@mrdipeshashah) January 9, 2022
Facebook Landing Views v Google Analytics Sessions
I have been intrigued how Facebook and Google data model work so I thought let me compare FB landings v GA sessions which should be a fair comparison
I have reported the insights in the twitter thread below and on a linkedin post as well
Over a 31-week period I have been monitoring the difference between Facebook Landing Views v Google Analytics Sessions.
To ensure a good base when comparing:
-Both GA & FB deployed via GTM
-FB campaigns are all click based
-FB campaigns have a good UTM set-up— DIPESH SHAH (@mrdipeshashah) November 18, 2020
CDP RFI / RFP Framework
When looking for a CDP vendor there are 3 main areas that needs to be the focal point: Data Management, Audience Management and Analytics & Reporting
Customer Data Platforms are going to play a big role for brands in 2021 and onwards. Understanding what the business requirements are for a CDP and how it fits into the wider ecosystem is critical before you go shopping for the right vendor to come on this journey
— DIPESH SHAH (@mrdipeshashah) January 11, 2021
Thank You Email for GTM Containers
End of 2020 I received a lovely email how my GTM Containers have helped
Received this lovely email end of last week on my GTM Containers that I have made available. Great to see that it’s coming into use, it’s all I really wanted pic.twitter.com/amyIKFyXhC
— DIPESH SHAH (@mrdipeshashah) January 4, 2021
The numbers looking for a job in a pandemic
Thought it would be interesting to look at the funnel for my job applications in 2021 while the world was upside down
Having found a job and looking back I thought it would be worth using my marketing skills and understand the funnel looking for a job during a pandemic. Biggest drop-off is from applications to email replies which is 76% then beyond that not sure what is good or bad pic.twitter.com/Fu9Av7VJDm
— DIPESH SHAH (@mrdipeshashah) May 14, 2021
Understanding the new cricket format Hundred through a marketing lens
Trying to make sense of the hundred through a marketing lens
Taking my learings from the Mark Ritson MBA I am trying to make sense of understanding why The Hundred (in the UK) was formed not from a cricketing view but from a marketing view. There has been lots of confusing messages about The Hundred
— DIPESH SHAH (@mrdipeshashah) October 14, 2020
Google Analytics hard-coded v implementation via GTM
Working with a client who had hard-coded implementation of marketing tags and Google Analytics was their primary source of truth. When implemented GA via GTM there were differences v hard-coded GA of 30% in revenue numbers reported.
Been working on GTM and GA implementation. Client had old GA hard-coded as it had been a legacy so agreed to keep it hard coded then remove it. Challenge was Old GA consistently reported close to 30% more revenue over a week #GoogleAnalytics #Measure #Analytics #GoogleTagManager pic.twitter.com/W2MhJsFJva
— DIPESH SHAH (@mrdipeshashah) September 23, 2018
Google Tag Manager Page load testing
I have been lucky enough to work with a small to medium sized e-commerce business in it’s early days. where we did some testing around page load times. 6 tests over 6 different weeks.
I have been lucky enough to work with a small to medium sized e-commerce business in it's early days. Got a smart developer and saavy digital person allowing me to do some testing around page load times which is planned over the next 6 weeks with each week a separate test
— DIPESH SHAH (@mrdipeshashah) May 6, 2020
How Starbucks could plug the gap and create a we-work model
Starbucks could capitalise on a gap in market with the new ways of working
With the ways of working having changed for ever, big office spaces not needed and we-work model crashing. I do wonder if there is a gap in the market for the likes of Starbucks to capitalise on. https://t.co/CknMIdQa4s
— DIPESH SHAH (@mrdipeshashah) November 19, 2020
Ramblings from my redundancy
392 days of redundancy I shared my journey
Made redundant. 13/05/2020 – Day 1 of being jobless. No idea what’s going to happen next, take it in my stride. Good time to upskill and I will be happy with contract work for next 6 months or so. What is for sure it’s going to be messy world so good time to get out
— DIPESH SHAH (@mrdipeshashah) May 13, 2020
My A in the Mini MBA in Marketing
I got my first ever A in any form of education
A cracking end to 2020. Loved doing the @MWMiniMBA the best 4 months of the year. It’s been real left v right brain has allowed me to see things very differently. Learnt loads. Exam took me back years but the stress was worth it. @markritson you are an absolute legend. Thank You pic.twitter.com/aUnzhUHc6k
— DIPESH SHAH (@mrdipeshashah) December 18, 2020
Server Side Google Tag Manager testing
I had a test of getting server side GTM live for http://gtmrecipecontainers.com/ and I have shared the process below in a thread
Couple of weeks ago I had a play with getting server side GTM live for https://t.co/Ch0RwaGoDj and thought it would be worth sharing a snapshot view of the process
— DIPESH SHAH (@mrdipeshashah) December 22, 2020
Google Tag Manager Containers
Having worked on a good number of audits and migrations around Google Tag Manager i was shocked to see the state of them so i decided to build out GTM containers around multi platforms that can be used by anyone.
http://gtmrecipecontainers.com/
From getting annoyed seeing how #GoogleTagManager was setup from audits I decided to create a GTM Container templates for multi platform tracking to create best practices and consistency https://t.co/0PPIVn1JfI#EcomChat #adtech #measure #Analytics #marketing #media #martech pic.twitter.com/v0o77iWBKv
— Dipesh Shah (@mrdipeshashah) August 20, 2019