Web Analytics Wednesday April 18 th 2007 @ OX2 on the consultant approach to Web Analytics by Julien Coquet

Web Analytics and WAW attendees How many of you have already used a Web Analytics tool?

How many of you have already used a Web Analytics tool?

Web Analytics and WAW attendees How many of you have already used a Web Analytics tool? How many of you actually take action based on Web Analytics data?

How many of you have already used a Web Analytics tool?

How many of you actually take action based on Web Analytics data?

Web Analytics and WAW attendees How many of you have already used a Web Analytics tool? How many of you actually take action based on Web Analytics data? How many of you now think they could have used an expert’s point of view early on?

How many of you have already used a Web Analytics tool?

How many of you actually take action based on Web Analytics data?

How many of you now think they could have used an expert’s point of view early on?

A crude introduction … and yes, that comic is from 1995!

About our team Aurélie Pols Dutch economist, speaks French, English, German… and married to a Spaniard Siegert Dierickx Senior Web Analytics Specialist, WebTrends product expert Julien Coquet Web Analytics consultant, product specialist Guillaume Hermans Technical specialist New WebAnalytics.be site @ http://www.webanalytics.be World-renowned blog @ http://webanalytics.wordpress.com Inspirations: Partnerships WebTrends (WIN) WebSideStory Omniture Google Analytics Corporate Premier Member of the Web Analytics Association

Aurélie Pols Dutch economist, speaks French, English, German… and married to a Spaniard

Siegert Dierickx Senior Web Analytics Specialist, WebTrends product expert

Julien Coquet Web Analytics consultant, product specialist

Guillaume Hermans Technical specialist

New WebAnalytics.be site @ http://www.webanalytics.be

World-renowned blog @

http://webanalytics.wordpress.com

Inspirations:

Partnerships

WebTrends (WIN)

WebSideStory

Omniture

Google Analytics

Corporate Premier Member of the

Web Analytics Association

A maturing European context for WA Web Analytics still viewed as lower priority Increasing need for structured, consolidated reporting on online activities, esp. in worldwide/global organisations Global > regional > local > personal foci Web Analytics evolving as a discipline Slow but steady recognition of tools, methods & processes

Web Analytics still viewed as lower priority

Increasing need for structured, consolidated reporting on online activities, esp. in worldwide/global organisations

Global > regional > local > personal foci

Web Analytics evolving as a discipline

Slow but steady recognition of tools, methods & processes

An all-too-common scenario Client assesses WA needs WA decision process Vendor selection via RFP Chaos ensues !?

An all-too-common scenario « Hey, this looked like a good process… What went wrong ? » Chaos ensues !?

Reasons things go wrong: in general (1/2) Reporting is not adapted : to business needs to marketing needs to IT needs to regional/local/specific needs Linguistic and cultural aspects of measurement and reporting are usually overlooked.

Reporting is not adapted :

to business needs

to marketing needs

to IT needs

to regional/local/specific needs

Linguistic and cultural aspects of measurement and reporting are usually overlooked.

Reasons things go wrong: in general (2/2) No extensive pilot phase means: No proof of concept No preview of collected data No clear idea of what reports should include and mostly, what they should not include No clear idea of how to drive actions from reports Reporting is simply not used, despite actionable data

No extensive pilot phase means:

No proof of concept

No preview of collected data

No clear idea of what reports should include and mostly, what they should not include

No clear idea of how to drive actions from reports

Reporting is simply not used, despite actionable data

Reasons things go wrong: people No clear owner of Web analytics project and processes Lack of interest : « WIIFM »?  needs sponsorship! Lack of internal resources (personel, bandwidth) Employees do not adopt WA-related processes Users are not empowered : WA user bottlenecks Good old debate: train vs hire ? WA learning curve is too steep

No clear owner of Web analytics project and processes

Lack of interest : « WIIFM »?  needs sponsorship!

Lack of internal resources (personel, bandwidth)

Employees do not adopt WA-related processes

Users are not empowered : WA user bottlenecks

Good old debate: train vs hire ?

WA learning curve is too steep

Company structure means everything Company CEO/CXO Top management: region/BU Middle & lower management External consultants and contractors

Reporting bottlenecks and obstacles Company CEO/CXO Top management: region/BU Middle & lower management External consultants and contractors

Reasons things go wrong: business 1/2 WA-related processes are either: Too high-level Too complex Too technical Don’t measure online sales with a Web Analytics tool! Don’t go on a crusade against precise numbers Go on a crusade for quality data and reporting instead!

WA-related processes are either:

Too high-level

Too complex

Too technical

Don’t measure online sales with a Web Analytics tool!

Don’t go on a crusade against precise numbers

Go on a crusade for quality data and reporting instead!

Reasons things go wrong: business 2/2 Roll-up accounts are your friends… but keep an eye on them! You don’t always add apples and oranges! Local and/or specific Regional Global

Roll-up accounts are your friends… but keep an eye on them!

You don’t always add apples and oranges!

Company structure & reporting BU A BU B BU C Region C Region B Region A

Cross-BU regional performance BU A BU B BU C Region C Region B Region A 1st 2nd 3rd

Cross-regional BU performance BU A BU B BU C Region C Region B Region A 1st 2nd 3rd

Cross-regional performance BU A BU B BU C Region C Region B Region A 1st 2nd 3rd

Cross-BU performance BU A BU B BU C Region C Region B Region A 1st 2nd 3rd

Segmentation: pick your battles wisely Products? Users? SS numbers? What’s next? BU A BU B BU C Region C Region B Region A You can only segment so much before your reports become meaningless and/or not workable

Reasons things go wrong: technology Implementation is overlooked or underestimated Naming syntaxes and conventions are your friends Quality assurance Exceptions, exceptions, exceptions « That server we bought for WA fried last night » One word: Unicode

Implementation is overlooked or underestimated

Naming syntaxes and conventions are your friends

Quality assurance

Exceptions, exceptions, exceptions

« That server we bought for WA fried last night »

One word: Unicode

Get your KPIs in battle order Focus on what really matters for your company: Define your key performance indicators (KPIs), Measure, Take action Rinse & repeat Internal/political discussions will force you to prioritize your KPI definition and measurement. That does not mean you should forget about the lower priority items (they return to haunt you in your sleep  )

Focus on what really matters for your company:

Define your key performance indicators (KPIs),

Measure,

Take action

Rinse & repeat

Internal/political discussions will force you to prioritize your KPI definition and measurement. That does not mean you should forget about the lower priority items (they return to haunt you in your sleep  )

The case for team building Again, lack of internal resources No internal harmonization between people, requirements, processes and actionable data reports This can only lead to one of two things: Give up on Web Analytics Start putting together a Web Analytics team Guess which choice I recommend? 

Again, lack of internal resources

No internal harmonization between people, requirements, processes and actionable data reports

This can only lead to one of two things:

Give up on Web Analytics

Start putting together a Web Analytics team

Guess which choice I recommend? 

Julien Coquet Web Analytics Consultant – France [email_address] Aurélie Pols COO / Web Analytics & Marketing Manager [email_address] Thank you for your attention Contact us for access to our WA white papers!