http://bit.ly/agile-marketing-metrics-guide Analytics vs. Measurement: A topic near every marketer's heart - and its rate. Some love it, some hate it, but we all know measuring success is the only way to improve your changes at it. But too often, big enterprise falls short. KPIs reporting and tactical optimization become the primary focus when that should just be the beginning of the roadmap.

1. “Analytics without plans for decisionmaking is a waste of time.”
- Tom Davenport
WEB ANALYTICS ROADMAP
Optimization + Speed + Alignment

2. The Roadmap – a Macro View

3. New Reporting Opportunities
Previous Platforms
New Platforms
Data Points
Limited Metrics
Over 100 Metrics Available
Speed
24 hr lapse in time
Real-time Data
Goal Tracking
4 goals (contact, donation, buy, etc.)
100s of goals, events and
variables
Cookies
30 days
15 years!
Advanced Data
Segmentation
Limited to a few of the most common
segments
Unlimited options
Mobile Analytics
iPhone only
Multiple devices, screen sizes
& mobile A/B testing

4. Analytical Maturity of the Enterprise

5. “World-Class” Metrics Defined
Unaware
Aspiring
World-Class
Metrics Tracking
None
Sporadic
Comprehensive
breadth & depth
Analysis
None
Ad hoc
Recurring
Testing & Optimization
None
Some A/B
tests
Automated
Multivariate & A/B Tests
Organization
Lack of Ownership
Partial Ownership
Clear, dedicated
owners
Culture
Intuition based
Data driven
Continuous
improvement

6. Analytics Roadmap to Being “World-Class”
Overall Business Strategy
• Based on development partner business goals
• Positive customer online experience
Goals and Objectives
• Short Term: Training, Alerts, Actionable Dashboards
• Long Term: Forecasting and Predictive Modeling
Key Business Drivers
• Clear goals and objectives, cross-division teamwork
• Campaign tagging standards and templates
Key Performance Indicators
• Consistent and proactive metric reporting with targets
• Daily web site monitoring and quarterly analysis
Supporting Metrics
• All other awareness, engagement and conversion KPIs

7. Team Goals & Metrics Alignment

8. What can We Optimize?
Business Value of
your Product
Value of the Overall Customer
Experience
KPIs
Questions
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Conversion Rates
Visit-to-Lead %
New vs. Repeat Visitors
Social Shares
Paid & Organic Visitors
Lead-to-Customer %
Donations by Segment
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How easy is the site to use?
Does functionality meet my needs?
Does the functionality work?
Do the pages load fast enough?
Is the site up when I want to use it?
Did they respond to my feedback?
How did they find the site? Is it relevant?

9. Dashboards – Best Practices
1. Iterative Development Process –Take small, repetitious steps
2. Maintain Control – Web analyst group oversees, creates standards and analysis
3. Keep it Simple – High-level charts and graphs and drill-down to see more detail
4. Set and Measure Goals – Define the goals and add them to the dashboard
5. Integrate Financial Information – Include the spend and expected return
6. Start with the End in Mind – Create dashboard on paper first - then find the data
7. Use Alerts to Push info to Peers – People are busy, keep it top of mind!

10. QUESTIONS?
http://bit.ly/join-the-unfunnel