The Seotistics newsletter is written by Marco Giordano, a Data/Web Analyst with the goal of combining business and web data. Tired of the usual boring Analytics content without any business impact? Seotistics teaches you how to use Analytics, web data and even content in your workflow while helping you with Strategy.
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From Web Data ➡️ Products & What Pros Think
Published 11 days ago • 8 min read
Use Data Or Be Used By Data!
The October 7 issue of Seotistics is here for you!
Using web data is cool but what about delivering something?
I will show you how and why to deliver products to your audience.
3 data professionals were so nice to give us their opinions on the topic!
If you don't know how to present your data, this issue is for you.
Please move this email to your Primary inbox or reply to it. This is to prevent Seotistics goes into spam by accident. Gmail users can read this tutorial to do it.
I have added some more content in the past week and planning on adding even more!
Adding Actual Value
Actual value is hard to quantify if you are used to thinking in terms of raw numbers.
Data can add value in multiple ways:
by reducing costs
by improving efficiency
by unlocking new opportunities that lead to more revenue
If you think about them, it's quite simple to get some ROI out of data!
For example, one of the best ways I added value in the past was by identifying which pages didn't serve the website.
Of course, this process does NOT only consider one channel, you have to consider everything.
Content pruning executed properly is good at reducing fixed costs and can, occasionally, improve organic performance.
Another example is how I used my international cannibalization framework (described in both of my products) to monitor a nasty SEO problem.
In that case, the solution was easy but the problem was gnarly.
Need to do this for other channels too, this idea works wonders.
Data alone doesn't work if you don't know what to do in your industry.
It all boils down to business knowledge in the end!
Many are attending Udemy courses or even going to college again to learn new technical skills.
That's cool but remember that understanding the context takes practice.
Most of my daily work is understanding the business and the context of data.
You'll realize why understanding an industry is important once you actually work with data.
The Product Approach To Data
For this reason, some people like thinking of data as a product.
Data products can be used to add value with the end user in mind by addressing specific problems.
The DAAP (Data As A Product) approach consists in treating your data as manageable assets:
If you are analyzing some web data, you want to ideally serve this information to your audience.
What about a dashboard?
Yes, a dashboard is a product and it needs maintenance.
Like Balazs Vajna, Head of Analytics at MarketingLens, says:
Like with all data solutions (e.g. dashboards), the most important aspect of a data product is how it drives business decisions or how it contributes to the business process. It is this process that harvests the value. If no action is performed based on the output of the data product, or this output is not directly used by some downstream process... the ROI will not be realized!
P.S. Balazs will be speaking on MeasureSummit this week about Google data transfers to BigQuery, subscribe here for free.
With A Caveat
Yes, data can be considered a product but be careful.
My friend Ergest Xheblati, a data professional with 18 years of experience says:
There are 3 tiers of value for data teams:
-Measuring performance accurately
-Research & Development
-Data-powered automation The first and last fit the product lifecycle but the 2nd is an exception!
Lazarina Stoy's talk on ML for SEO. A lot to untangle and some nice ideas! Slides here.
Giulia Panozzo's talk on testing. An advanced topic explained perfectly and with some nice '90s references. Write her for the slides.
Myriam Jessier's talk on what to measure. A lot of important concepts to remember! Slides here.
Gianna Brachetti-Truskawa's talk on robots.txt and GSC, slides here.
Manuel M. Maddeddu's masterclass is a nice summary of Core Web Vitals. You know it's not my favorite topic, so I never really studied it lol Slides here.
P.S. No LinkedIn content this week since I didn't post anything new lol
❗️ Feedback and Recommendations
If you have ideas/recommendations for the next issues of Seotistics, you can simply reply to this email.
The Seotistics newsletter is written by Marco Giordano, a Data/Web Analyst with the goal of combining business and web data. Tired of the usual boring Analytics content without any business impact? Seotistics teaches you how to use Analytics, web data and even content in your workflow while helping you with Strategy.
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