What exactly is Data Speaks?
Data Speaks is a fully-managed data analytics solution. We give you a custom-built analytics platform, and a team of data scientists and engineers to help you be the data-driven brand you need to be. Our mission is to give every decision-maker in your company the data they need to make smart decisions.
Do I need Data Speaks?
If your annual revenue is under $1M and your monthly ad spend is under $10K, then you don’t. You’d be better off investing your budget in customer acquisition and retention.
Is Google Analytics not good enough? Why do I need Data Speaks?
We love Google Analytics, but it’s important to understand what it is: a website tracking tool. You can’t connect all your data to GA. Data Speaks integrates your GA data with all your other data, so you can manage your whole business from one central analytics platform.
Will you optimize my current Google Analytics implementation?
Yes. We estimate that an out-of-the-box implementation of GA only gives you about 40% of the value that GA can offer. We make sure you get the other 60% too. We set up event tracking so you’re not only tracking what pages people view, but also what they do on those pages. We create custom dimensions, metrics, channel definitions, content groups, and goals. We also optimize all your settings: views, filters, URL query parameters, session duration, domains and subdomains inclusions and exclusions, site search, enhance ecommerce, dataLayer, userID for cross-device tracking, client-side and server-side tracking configuration, and much more. It’s all about collecting as much data as possible, ensuring its accuracy, and cleaning it up for analysis.
What’s wrong with using the native reports for every source?
Keeping track of a dozen different reporting systems is very time-consuming. This is one of the main reasons companies don’t fully embrace a data-driven approach. You should also consider that first-party reporting is biased. Channels are always trying to take 100% of the credit for every sale they touched. If four channels contribute to a sale, all of them will claim they made that sale. You need a channel-agnostic analytics platform you can actually trust to make decisions.
What do you think about Google Data Studio?
Data Studio allows you to create simple dashboards from Google data (Google Analytics, Google Ads and Search Console) and import CSV files from other sources. Data Studio is a good option for brands that haven’t reached $1M in annual revenue yet, or aren’t spending over $10K a month in advertising. If you’re a bigger company, you need a much more sophisticated solution that integrates all your data, keeps it updated automatically, and unifies the customer journey.
How do I access my data?
We give you a mobile app (iOS and Android) and a web portal, which can be on your site (e.g. company.com/dashboard) or our (e.g. dataspeaks.io/dashboard.) In all instances, users need to authenticate so your data is always safe and secure. You have full control over who sees what data.
How do you resolve discrepancies between data sources?
We establish primary and secondary sources for each metric. The primary one is the ultimate source of truth, and the secondary ones add context to the story. Example: when it comes to revenue, Shopify is the primary source. Google Analytics might be off by 10%, but it provides valuable additional data, like where traffic comes from. In this case, we’d use the revenue from Shopify and proportionally attribute it to the correct channels based on Google Analytics data.
How do you unify the customer journey?
We track devices, sessions and users. Users have anonymous identities until they perform a personally identifiable action (PII) such as signing up, buying, or logging in. When they do, we turn anonymous profiles into identified ones. When another PII takes place on a different device (e.g. Jack, who placed an order on his computer, now opened an email on his phone), we recognize that those devices are used by the same person, so we unify both profiles. Finally, we integrate all the available data to build a complete view of each customer. Shopify has Jack’s purchase history, MailChimp a log of his email activity, Facebook a log of ads clicked, etc. As Jack continues interacting with your brand across different channels, all the new activity is tracked and added to his profile.
What’s wrong with the way I currently segment my customers?
The old way to segment customers is based on the data available on each channel (e.g. create email segments based on how people interacted with previous emails.) When you unify everything people do across all channels, you can segment based on all the data you have about them. You can show ads to VIP customers who haven’t been opening your emails, or email customers who have clicked on certain ads. You can run ad campaigns for your high-spenders because you know their entire purchase history, not just the last transaction. And because you’re tracking people (not devices), you can avoid annoying your customers with calls-to-action for things they have already done on a different device.
How do you solve marketing attribution?
There’s no “one-size-fits-all” attribution model for everyone. It all comes down to how much each channel contributes to a sale, and we figure this out by analyzing your sales history. For example, we might decide to give 40% of the credit to the channel that made a new customer aware of your brand, 40% to the channel that closed the sale, and distribute the remaining 20% among all the middle channels. We might put in place a few custom rules to adjust how much credit channels get based on the likelihood a sale wouldn’t have happened without them. We might, for example, discount direct traffic completely (i.e. people typing your URL in their browser), and partially discount branded organic search, paid search, and coupon sites. We take into account all available data points, such as landing pages, sales cycle duration, and composition of new vs. returning customers. We use statistical regression models to figure out how all those factors correlate to sales, and then create custom attribution models to help you understand how to optimally allocate your budget to acquisition and retention campaigns.
How do you spot opportunities and waste in my data?
Your goal is to maximize profit (i.e. how much money you take to the bank each month.) There are only two ways to increase profit: increase revenue or decrease expenses. Data Speaks is designed to help you do exactly that: boost revenue and cut waste. We prioritize opportunities based on how much revenue they can help you increase or how much waste they can help you cut. Our platform automatically analyzes revenue and cost across multiple dimensions. For example, Facebook Ads can be broken down by campaign, ad set, ad, audience, device, etc. For each of these dimensions, we analyze the best and worst performers, such as “campaigns with lowest return on ad spend (ROAS).” That way, if your minimum expected ROAS is 1.5 and a campaign is at 0.8, you’ll see it right away. We also analyze trends over time. If a campaign has a historical ROAS average of 1.8, but it’s been dropping below 1 lately, you won’t miss it.
What are “actionable insights”?
Unlike analytics solutions focused on vanity metrics —like traffic or Facebook likes, we focus on actionable insights, because data is only useful if you can act on it. We show you not only what’s happening, but also what to do about it. For example, the report “VIP customers you’re ignoring” gives you a segment of high spenders that haven’t been engaging with your brand recently. It also allows you to export this segment to your email and SMS platforms, create custom and lookalike audiences on Google, Facebook and Microsoft, and even personalize your website experience for them.
How much can I customize my analytics platform?
If you can dream it, we can build it. Your company is unique, so your analytics platform should be designed around what you sell, where you sell it and whom you sell it to. Each person in your company has unique needs to. To foster a data-driven culture, you need to make it easy for your teams to get all the data they need —and nothing more—in one place. When dashboards are relevant to the decisions people make, creating a data-driven culture is no longer a challenge.
What is the data catalog?
The data catalog lets you label and organize your data so it’s relevant to you.
- Channels: group Google Ads and Microsoft Ads under “Paid search.”
- Campaigns: label retargeting campaigns across multiple channels (e.g. Facebook, Google, AdRoll) to analyze bottom-of-funnel vs. top-of-funnel performance.
- Products: label products as “low cost” or “premium” to understand your customers buying patterns.
- Customers: create a segment of “hockey players” based on multi-channel data: bought hockey gear (Shopify), viewed hockey products (Google Analytics), clicked hockey email (Klaviyo), etc.
- Content: group all pages with “/blog” in the URL as “blog.”
With Data Speaks, you can slice and dice your data however you want.
What if you don’t have a connector for one of my data sources?
Depending on your needs, we’ll either develop an API connector, or export data to files (e.g. Excel, CSV.) We can work with virtually any data format.
How does predictive analytics work?
We predict future performance based on past data. We can predict next week’s sales and give you a confidence interval. For example, we can tell you that there’s a 95% chance that your sales will be between $25,000 and $28,000 next week. We take into account all available data points to make these predictions as accurate as possible.
What is “cognitive design?”
Cognitive design is designing a user experience taking into account how their brains work. We spent two decades studying how the human brain processes data, and we incorporated those best practices into every aspect of Data Speaks. For example, consider how we use color in our trend reports. Hue (red / blue) determines performance, and luminance (dark / light) determines importance. When you see dark red, you know it’s a high-priority problem that needs your attention. When you see dark blue, you know something is working well and you should assign more resources to it. When you have so much data available, you need all the help you can get identifying opportunities and waste.
What are insights on demand?
Most of the time, when you look at a report, you have additional questions you need answers to. When you want to dig deeper, the traditional approach is to click somewhere, open a new report, get the answer you need, and repeat this process for every element you want to investigate further. Insights on demand is a feature we developed to give you all the answers you need right where you are, eliminating the time-consuming back-and-forth. Just hover your mouse over any element in a report to get the answers you seek. We estimate that this cuts analysis time in half. You should spend your time running your business, not analyzing data.
Why is context such a big deal when it comes to data?
Context gives data meaning. Let’s say your conversion rate was 2% last week. Is that good or bad? We need context to be able to answer that question. We provide three different types of context to help you understand your data: timeframes, targets and dimensions. Compare your conversion rate against the previous week or the same week last year, and see if you’re doing better or worse. Compare it against your target, and see if you’re hitting it or falling short. Look at your conversion rate by different dimensions, like device, channel or landing page. Is the conversion rate higher on desktop than mobile? Is it higher when people land on your home page or product pages? When they come from the new Facebook ad or the old one? All this context is available right where you are (zero clicks needed) so you can understand the story your data is trying to tell you.
What is the “Ask” feature?
Sometimes you have specific questions that your dashboards aren’t answering. “Ask” allows you to get the answers you need instantly without having to rely on your data team. Just ask a question in plain English, and get the answer right away. It’s that easy!
Can I save reports and settings for later access?
Yes. After tweaking any settings for a report, you can go to Views > Save custom view. You can choose to make it your default view. Anytime you save a report, it will appear in “My reports” so you can access it later. You can also share your custom view with anyone in your company.
Can I share reports?
Yes, absolutely. In fact, Data Speaks is designed for collaboration. Click on “Share” and choose whom you want to send it to. You can also generate a unique link to share wherever you want, and embed dashboards on any web page or application.
How do I control who sees what?
We give you full control over what data you share with whom. You can make entire data sources available to certain people (e.g. Quickbooks data only to the CEO), or filter within data sources (e.g. show apparel sales only to the apparel team.)
What are “Weekly Insights”?
Every week, our team of data scientists will analyze your data and give you a practical recommendation to improve your business. You’re too close to your own data, so it’s always helpful to have a different perspective from analytics experts to help you spot issues and opportunities.
What’s an ETL tool?
ETL stands for extract, transform and load. Your ETL tool connects to the APIs of where your data lives (e.g. Facebook Ads, Google Analytics) and sends it to your data warehouse for storage.
We use Supermetrics for most ETL projects. Some brands running on Supermetrics:
Why do I need a data warehouse?
When you want to unify multiple data sources, you need to get the data out of the native platforms and into a central location where you can clean it up, normalize it and leave it ready for analysis.
We use Google BigQuery for most data warehouses. Some brands running on BigQuery:
Why is it important to own my data?
When you store your data in a warehouse, you own it. It’s yours forever. If you don’t extract and save your data, there’s a very good chance that at some point, some of it will become unavailable from the native platforms, or that you won’t be able to access it due to policy changes that are so common these days.
Do I need a customer data platform (CDP)?
A customer data platform allows you to unify multiple sessions and devices under a single view of the customer journey. They’re also a very good way to send customer data across channels, and implement multiple tracking tags with as little code as possible, improving page load times. Let’s take a simple event: someone adding a product to their cart. You might want to pass that event to Google Analytics, Facebook Pixel, Google Ads and your email platform. Instead of implementing four different code snippets, you can send that event to a CDP, which will in turn route it to the appropriate destinations.
Segment is our preferred CDP. Some brands running on Segment:
What challenges can your team help me with?
We can help you grow faster and make fewer mistakes. We can help you stay focused on the 3-5 most important things at any given time. We can help you answer any questions about your business so you can make the right decisions on your path to success.
What does working together look like?
Every engagement is different, but they all start with a 15-minute phone call to learn about your goals. If we’re not a good fit, we’ll try to put you in touch with the right resources, and maybe we can work together in the future. If we’re a good fit, then we’ll put together a game plan and a quote for you, and go over it with you on a second call. We prioritize working with brands that have ambitious, long-term goals, and are ready to invest in a top-tier data analytics solution to help them achieve that growth. We’ve worked with most of our clients for several years, and they stay with us because we’re always providing new valuable insights.
How much does Data Speaks cost?
Some projects are over $5,000/month, and others as little as $1,000/month. Pricing depends on a number of factors: the amount of data, complexity and number of sources, the size of your teams, the analytics modules you need, how much customization is required, and how much support you need from our data scientists. Schedule a call so we can ask you a few questions and give you a quote.
How long have you been in business?
We’ve been web analytics consultants since 2001, we started offering custom analytics solutions in 2009, and we launched our all-new Data Speaks platform in 2020.
Where are you located?
Our headquarters are in Portland, Oregon, USA. We have remote teams in Europe, South America and Asia. We hire some of the best data scientists and engineers in the world, regardless of their physical location. If you’re a world-class data professional looking for a fast-growing company to join, email us at careers [at] dataspeaks.io.