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Getting your Analysis Noticed
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Getting your Analysis Noticed

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Michael Fridmans's presentation from the Google Analytics User Conference in Sydney and Melbourne in 2013. The presentation covers tips and techniques for getting your analysis noticed by managers......

Michael Fridmans's presentation from the Google Analytics User Conference in Sydney and Melbourne in 2013. The presentation covers tips and techniques for getting your analysis noticed by managers and HiPPOS.

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  • 1. Google Analytics User Conference2013Getting Your Analysis NoticedMichael Fridman
  • 2. Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013 #GAUC2013Taming the HiPPO(Highest Paid Person’s Opinion)
  • 3. Google Analytics User Conference 2013 #GAUC2013If you’re in a planecrash, how likely areyou to survive?<5% 5%+
  • 4. Google Analytics User Conference 2013 #GAUC2013You are more likely tosurvive a plane crash thanclick on a banner adGoogle Analytics User Conference 2013 #GAUC2013
  • 5. Google Analytics User Conference 2013 #GAUC2013NO!!!
  • 6. Google Analytics User Conference 2013 #GAUC2013People inplane crashes(USA:1983-2000)53,4870 54000Survivors51,207
  • 7. Google Analytics User Conference 2013 #GAUC2013People inplane crashes(USA:1983-2000)53,4870 54000Survivors51,20795.7%If you are in a planecrash, you are verylikely to survive.
  • 8. Google Analytics User Conference 2013 #GAUC2013Why does this meme spread?• Misleading• Pithy• Actionable• Real-life imagery
  • 9. Google Analytics User Conference 2013 #GAUC2013Why does this meme spread?• Misleading• Pithy• Actionable• Real-life imageryHow can we use this toget our analysis noticed?
  • 10. Google Analytics User Conference 2013 #GAUC2013y u no implement myrecommendations?TL;DR!they are ugly & notclearly actionable
  • 11. Google Analytics User Conference 2013 #GAUC2013• Be accurate - do your homework• Be proactive - go beyond GA when needed• Be selective - choose actionable data• Be pithy - avoid geek-speak• Be vivid - use imagery + presentationConversion Optimisation for Reports
  • 12. Google Analytics User Conference 2013 #GAUC2013Be Accurate
  • 13. Google Analytics User Conference 2013 #GAUC2013• Tracking goals• Tracking events• Tracking virtual pageviews• Ecommerce trackingEasy for those of us who write code
  • 14. Google Analytics User Conference 2013 #GAUC2013EnquiryPurchaseBookingDonate
  • 15. Google Analytics User Conference 2013 #GAUC2013EnquiryPurchaseBookingDonateMembershipLoginCommentWatch VideoSubscribe
  • 16. Google Analytics User Conference 2013 #GAUC2013Macro MicroPurchaseBookingDonateLoginCommentWatch VideoEnquiryMembershipSubscribe
  • 17. Google Analytics User Conference 2013 #GAUC2013Macro MicroPurchaseBookingDonateLoginCommentWatch VideoEnquiryMembershipSubscribe
  • 18. Google Analytics User Conference 2013 #GAUC2013• Messy tagging prevents analysis• Email, e-mail, e mail, e_mail, E-Mail, EMailCleaning up campaign tags
  • 19. Google Analytics User Conference 2013 #GAUC2013Be Proactive
  • 20. Google Analytics User Conference 2013 #GAUC2013• Google Spreadsheets integration (Magic script)• Pull data out of Google Analytics• Use Excel, R, Python, Tableau etc.What you can do
  • 21. Google Analytics User Conference 2013 #GAUC2013• Analyse long-term trends• Cross reference with:• Internal metrics (CRM, sales data)• External metrics (population, weather)• See Johann De Boer’s talk next!Once data is out of GA...
  • 22. Google Analytics User Conference 2013 #GAUC2013Source: Skepchick.org, Bad Chart Thursday
  • 23. Google Analytics User Conference 2013 #GAUC2013Be Selective
  • 24. Google Analytics User Conference 2013 #GAUC2013• If data is not actionable, it’s not worth presenting• Metrics suck without context/segmentationChoosing the right data
  • 25. #GAUC2013Google Analytics User Conference 2013 #GAUC2013Fresh Fish Sold Here
  • 26. #GAUC2013Google Analytics User Conference 2013 #GAUC2013Fresh Fish SoldFresh Fish Sold Here
  • 27. #GAUC2013Google Analytics User Conference 2013 #GAUC2013Fresh Fish SoldFresh Fish
  • 28. #GAUC2013Google Analytics User Conference 2013 #GAUC2013Fresh FishFish
  • 29. #GAUC2013Google Analytics User Conference 2013 #GAUC2013Fresh FishFresh Fish
  • 30. Google Analytics User Conference 2013 #GAUC2013Be Pithy
  • 31. Google Analytics User Conference 2013 #GAUC2013• Use language your client/boss understands• Tie back to business metrics + revenue• HiPPOS understand revenue!Writing analysis + recommendations
  • 32. Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013 #GAUC2013YawnConversions for goal 6 (“emailsignup”) increased by 25% duringthe reporting period.Geek-Speak
  • 33. Google Analytics User Conference 2013 #GAUC2013Email signups increased by 25%this month, mostly due to the May 7social media campaign.Person-Speak!
  • 34. Google Analytics User Conference 2013 #GAUC2013HiPPO-Friendly-Speak!!!Email signups increased by 25% thismonth, with revenue increase of ~$13k.This was due to the May 7 social mediacampaign, which had a 7000% ROI.
  • 35. Google Analytics User Conference 2013 #GAUC2013Be Vivid
  • 36. Google Analytics User Conference 2013 #GAUC2013• Don’t make people work to understand yourdata!• Communicate it so your client, boss, CEO,designer or Mum will understand.Making your analysis engaging
  • 37. Google Analytics User Conference 2013 #GAUC2013TL;DR?
  • 38. Google Analytics User Conference 2013 #GAUC2013
  • 39. Google Analytics User Conference 2013 #GAUC2013
  • 40. Google Analytics User Conference 2013 #GAUC2013Source: InformationIsBeautiful.net
  • 41. Google Analytics User Conference 2013 #GAUC2013Source: DictionaryOfNumbers.com
  • 42. Google Analytics User Conference 2013 #GAUC2013Source: DictionaryOfNumbers.com
  • 43. Google Analytics User Conference 2013 #GAUC2013Source: GapMinder.org
  • 44. Google Analytics User Conference 2013 #GAUC2013• Be accurate• Be proactive• Be selective• Be pithy• Be vividTake-home actions
  • 45. Google Analytics User Conference 2013 #GAUC2013Thank you!