Simplifying CRO with Gerda Vogt-Thomas

Data Dictionary

Data dictionaries are essential tools for marketing teams, serving as a centralized hub for tracking and analyzing key metrics. Gerda Vogt-Thomas explains that a data dictionary can be a file, an Excel sheet, or an Airtable template, documenting what is tracked on a website in a human-readable way 1. This tool becomes crucial when starting an experimentation program, as it ensures clear tracking of conversions and KPIs 1.

When you start an experimentation program, it becomes painfully clear why you need one. Because suddenly you need to track conversions and KPIs very clearly because otherwise, there's no point in running tests.

--- Gerda Vogt-Thomas

Gerda also mentions her upcoming talk on visual journey maps and data dictionaries, aimed at simplifying CRO processes and inspiring new approaches 2.

   

Real-world Use

Real-world applications of data dictionaries illustrate their practical benefits. Gerda Vogt-Thomas shares that many companies lack proper documentation, making CRO efforts more challenging 1. She highlights issues like conversions being counted twice due to incorrect tag firing, which can derail experimentation programs 3.

Very often we see things like conversions being counted twice because the tag is firing at the wrong time. And that also puts a huge dent on the experimentation program.

--- Gerda Vogt-Thomas

Convincing clients of the need for a data dictionary can be difficult, but it's essential for accurate tracking and successful testing 3.