Tina Mu

The only bigger myth than organisations claiming to be "data-driven" Or data being seen "as a strategic asset" Is "People are our biggest asset" 😲 If that was true, more organisations would have a strategy as to how they'll attract and retain the best people they possibly can Because fundamentally, competitive advantage comes from the people you can attract and retain And that applies from the very top, all the way down All leaders (anyone that manages a team) should have a strategy as to how they're going to compete in the talent market And that cannot be done very effectively at a corporate level, it needs to be developed at a function level Yet, so few do. Why? #data #analytics #talent

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New Tableau Viz Alert!🚀 Hi #DataFam - check out my recent Tableau dashboard: https://lnkd.in/girYnb_6 The dashboard provides you with insights on how Australian Taxes are spent. Looking at the distribution and the amount of taxes spent in each category, you can see where the priority lies.💡 In the dashboard, you can hover over each category and see the expenditure at the sub-category level, if anyone is interested in more specific details.🔎 Do you like how the taxes are spent, and why? Would you like it to be differently distributed, and why? Do you think the taxes are spent effectively, and why? *Since the 2023-2024 financial year has not finished, the values are estimates. I would like to compare this with actual expenditure when published #Tableau #Viz #Data

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Hot off the press from Down Under - Melbourne Football Club leveled up their fan engagement with Iterable, using Smart Ingest and Snowflake to automate data activation and free marketers from technical dependencies. The impact? 🚀 Saved 5 hours/week per marketer, boosting productivity by 40% Personalised comms hit a 66% unique open rate and 7% click rate Memberships processed overnight, not days Marketers now focus on creative campaigns, not tech roadblocks The result: stronger fan connections and leadership in AFL engagement.

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Many organisations are struggling with disconnected data across the Data Value Chain. When your data isn’t connected, costs rise, and revenue slips through the cracks. First-party data has become more crucial than ever—it’s the key to driving success at every stage of the marketing funnel. It really is. From the upper funnel to lower, from cross-sell and up-sell opportunities to fostering brand loyalty, the data value chain empowers you to optimise bids, personalise in real-time, and determine the next best action. The direct outcomes? Lower acquisition costs, higher onsite conversions, increased repeat purchases, and a boost in incremental revenue. While cookies aren’t disappearing just yet, relying solely on third-party data is no longer enough to truly understand your customers. Even with strong first-party data and robust profiling, creating a seamless data value chain across the customer journey requires more. You need a clear strategy to connect with your customers at every touchpoint and channel throughout their journey. Only then does data strategy come into play. Data flows from that strategy, and governance ensures it all runs smoothly. A well-connected data value chain doesn’t just boost your marketing—it transforms your entire business, leading to smarter decisions and better customer experiences. How do you use your data for marketing and communication? #data #dataanalytics #marketing #strategy

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Counting down 3 weeks! Join the amazing Tanya Langhorne GAICD and myself for a hands-on PowerBI Masterclass at Level Up Your Data—where we help you dive in and transform PowerBI reports from good to great! #PowerBI #DataAnalytics

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Counting down 3 weeks! Join the amazing Tanya Langhorne GAICD and myself for a hands-on PowerBI Masterclass at Level Up Your Data—where we help you dive in and transform PowerBI reports from good to great! #PowerBI #DataAnalytics

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Charismatic and engaging talk from Michael Fong: ‘How to validate and audit your Google tech stack in 2024’ My favourite line ‘This is a Google Analytics Museum’ showcasing an OG Google Analytics tag that was 13 years old 😂😱🥴 #brightonseo #measurefest #googleanalytics #googletagmanager #googletechstack

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'Data isn't easy. It's incredibly complex.' Yes, I'm just stealing Dylan Anderson's newsletter headlines for my posts these days. And data is complex. Yet, as with everything we overcomplicate it massively. And we do so in a variety of ways. Processes We have been doing 'data' for decades, and technology helps us scale and do things faster than we used to. But this means we now attempt to do everything. If you previously had to wait a day for your query to run, you made damn well sure it was worth running. Tooling How many ways can you complete a simple data task? And in how many different tools? Yet the fundamentals are still the same. Now we have to join a load of disparate systems together. But you can get another tool which can do that... Job Roles Anyone know where to start with this one? Dylan makes the point that in order to deal with such complexity we develop silos to specialise in each area. This makes the problem worse as communication lines fail. Data teams end up siloed and further away from the areas in which they can have a business impact. And then we overcomplicate things as this gap widens. Some processes require complexity. Most don't. Where are you making your work more complicated than it needs to be? Discover more of my posts by following hashtag #datatranslator #data #analytics #technology P.S. check out Dylan's newsletter, it will get you thinking

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😍 Loving the new analytics nav in GMC just in time for monthly reporting. While the data shown in this side-nav isn't new, it's being presented in a more user-friendly and easy-to-navigate manner. It's the first time I'm seeing this in Australia in our accounts. A nod to what's to come in Google Merchant Center Next and also a shift in focus to more readily available data for Google Shopping. And, by the way, who wouldn't like to see these results? Our client has a pretty great offering, so we can't take all the credit, but we can see a strong uplift already after we worked on product titles, improved categorisation and product type optimisations using a supplemental feed in Merchant Center. More work to be done, but this is a positive start and they haven't even launched their EOFY sale yet. And while you can't see it reflected in this screenshot, conversion value is up +37% for campaigns that utilise our feed while cost for these same ads was only up +13%. Overall sales in Shopify were up +21% overall across all channels during this period. Pretty sweet. #ecommerce #googleshopping #merchantcenter #digitalmarketing #sem #optimisation

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Google Analytics: Sunsetting Of Universal Data - What Can You Do? From July 2024, all existing Universal Analytics data will be deleted by Google. From that point, you will be unable to access this data for future analysis. Essentially leaving you with only a view of user behaviour from the date you set up GA4. While UA and GA4 metrics are not directly comparable, it is still very valuable data to use when evaluating performance against previous years. 🚨 We are offering a one-off service to export existing Universal Analytics data and format it into a usable, interactive report for future analysis. ✉️ Pop us a message!

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A bit less than a week left for our Auckland Tableau User Group Design Contest! I received two boxes full of prices to give a way, but you will need to participate to get a shot. We have a couple of submissions so far so there is a good chance for anybody who decides to participate. Create a design yourself or ask your friends, family or colleagues to collaborate; or make it a team event and see who can come up with the best design! The only conditions are that it should be related to #Auckland/New Zealand and #Data/#Tableau in one way or another. Use a famous landmark, get some local data or come up with a witty slogan to put on our TUG swag. You can find some examples and the rules in the post below and the submission form here: https://lnkd.in/g8SsTm5f Tegan Morrell Matthew King Mitchell Luton Steve Holley Nastassia Subritzky Lauren Humphrey Katina Sazdovska Andrew Eberhard Ruhi Bajaj

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Today has highlighted a very good reason (again) why my clients like having me in their corner. My clients typically aren't data experts, and they need someone to understand the data they are buying. Particularly in cases where they don't appear to be getting what they thought they were buying. The project I am working on at the moment is slightly frustrating as I had done a full ranging analysis based on the data I was able to access through the data provider's tool. However, as more information became available, I realised that a few key products hadn't appeared on the ranging list, so I decided to query it. The data provider is insisting that my list (a few hundred products) contains all the products they have on their list (over 1,000). While their list contains all the products I can see, I cannot see all the products on their list. All of these back and forth emails, the excel know how to speed up a cross check, it all takes expertise and time that my client won't always have. My word of advice - don't take the reports you receive at face value, if something feels off, then check. And call in an expert if you think you need some help.

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🍪 Cookies for everyone in 2024! Google & loss of tracking data in 2025... I went to an excellent free webinar last night run by Search Engine Journal covering Google and the binning off, of Third-Party cookies. Thank you Andrew Miller from CallRail and Ryan Johnson from Workshop for sharing your knowledge and expertise! This has been a concern of mine. So, I am sharing what I learnt: 📣 Update! Third Party Cookies for Chrome will now disappear in 2025. 🤷‍♀️ Why do I care? This will have consequences for tracking programmatic and ads online. Cookies explained: 0️⃣ Zero party cookies – customers share their data. 1️⃣ First party cookies – companies collect the data. 2️⃣ Second party cookies – companies sell data with each other. 3️⃣ Third party cookies – collected by organisation that do not directly interact with customer. What are Third-Party cookies, anyway? They are a small text file that websites place on your computer to help remember things about you. Cookies have played a fundamental role in creating user-friendly experiences on the internet for decades. 🥩 So, when you go to buy some tins of Spam on the Asda website, and it auto-fills your email address – that’s a cookie. 🥩 When the Asda website remembers your preferences, and that you love buying tins of Spam – that’s a cookie. 🥩 When Asda remembers that you have bought the Spam product before, and suggests it and other products, like Spam Cheesy Fritters – that’s a cookie. Yet, when the website uses cookies to authenticate or track your behaviour – this is a first-party cookie. Third-party cookies, are placed on your computer through ads, allowing website that you have never visited before to track your online browsing history and behaviour. They help marketers deliver ads that were more relevant for each consumer. However, consumer privacy advocates and government legislators now feel this needs to be addressed. Is this just a Google browser thing? No, Firefox phased out Third-party cookies in 2019, and Safari did so in 2020. Google are holding out with Chrome, to appease marketers – in effect protecting Google’s $$$. With 2/3rd of the market using Google Chrome, it wasn’t a big deal….until now. What do we do? 📢 2025 is not a long way away, Google haven’t stipulated an end date so we may have 6 months, or 18 months to act. So, act. 📢 If you can, search client sites for first- and third-party cookies using the Chrome Developer tools – this gives you an audit, and understanding of what you need to do next. 📢 Advocate a focus on collecting first- and zero-party data, whilst also becoming familiar with Google’s solution to this – The Privacy Sandbox. One final thought, do you like Spam too? #cookies #googlechromecookies #dataprivacy #thirdpartycookies #analytics

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Time to switch to GA4 for all websites, if they haven’t already. Universal Analytics is officially setting off, for the better. #GoogleAnalytics4 #GA4 #UniversalAnalytics #WebAnalytics

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Sundays are good days to review your data. ESPs deliverability dashboards are curated based their metrics. Their ratings you see aren’t the full picture. Every week run a deliverability test: ⚒️ Check overall domain health -MXtoolbox has a free checker ⚒️ Check blocklists - you can use multirbl (.) valli (.) org ⚒️Check your DNS setup and diagnose tech problems with aboutmy (.) email ⚒️ Review your optins and automations metrics (low opens, high bounces can indicate low quality traffic) ⚒️ Review your list segmentation(s) and make sure you have a good cleaning process in place. At the end of the day, your ESPs deliverability is only one feedback loop. Don’t follow it blindly.

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Here's the truth about data-driven decision making, sometimes: - More data ≠ better decisions - More complicated dashboards ≠ better insights - More analytics tools =/= more clarity Decision-making comes down to: 1. Knowing what questions to ask 2. Understanding the context of the data 3. Communicating insights effectively Sometimes, it's better to take a step back and focus on the fundamentals. That's why I start with these three questions: 1. What is the problem I'm trying to solve? 2. What is the data telling me? 3. What is the best course of action? Combine this with clear communication and you'll be an effective data-driven decision-maker. Remember, data isn't the answer. It's just one tool to help us find it.

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Below is a photo of me giving a popular talk about the pitfalls of media attribution 10 years ago (2014) at WAW Sydney (link in comments). This was one of my final slides, suggesting that the problems of media measurement are never really solved. We all just work on the problem in our own era. I've been lucky enough to work at three companies that trusted me to work on key components of media measurement in two distinct phases: the pre-attribution era and the post-media attribution era. I'm giving the keynote at The Martech Weekly's upcoming Martech World Forum in Melbourne this June 5th - 7th. Juan Mendoza and his team have been very kind to offer anyone who sees this 50% off for the next 48 hours using the code MARTECH2024 when registering. Grab the deal here: https://bit.ly/mwf2024 Come along for what less wrong is in 2024. Hilariously, I had Simpson references in that slide deck 10 years ago just like my presentation on the 5th!

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With AI, now more than ever, data governance matters. Join the Data Governance for Leaders Course in Sydney at AGSM @ UNSW Business School! Join me to find out how to build a sound platform to turn information into insights and fuel better decision-making with AGSM's exclusive Data Governance for Leaders course! This course will equip you with the knowledge and tools to: * Build a strong business case for data governance. * Navigate the key principles and frameworks. * Design effective data governance teams and projects. * Champion a data-driven culture within your organisation. Stop struggling with data and start thriving with it! Enrol today and unlock the hidden potential of your organisation's data. (gif thanks 🙏 to someone who I grabbed it from then they disappeared from my feed - please ping me if it was you) https://lnkd.in/gbMx6d4Y Limited seats available! Register now for the Data Governance for Leaders course. #datagoverance #leaders #data #ai

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