Advanced Analysis Presentation

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Semphonic President Gary Angel walks through the Advanced Analysis program.

Semphonic President Gary Angel walks through the Advanced Analysis program.

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  • Countless types but 2 Bellwether and 3 very common types. Functionalism and Use-Case analysis provide a complete description of site effectiveness These are perfect table-setters for a testing program and for all subsequent analysis They also provide a rich vocabulary for talking about and understanding site performanceInternal Search Analysis – is use-case based at the keyword level. Facet-stacking. Internal Optimization and optimization vis-à-vis site navigation

Transcript

  • 1. Advanced Analysis Program
  • 2. Five Stages of Web Analytics Maturity
    Analysis Barrier
    As reported by industry experts
    2
  • 3. We Typically See a Few More!
    Analysis Barrier
    0.4 Customized Report Set & Heavy ad-hoc reporting
    0.2 Basic Reporting
    0.3 Customize Tag
    0.1 Out of the box site tag
    Our experience tells us that organizations struggle to reach the site analysis stage
    3
  • 4. Advanced Analysis
    • Do you do web analytics?
    Or do you do web reporting?
    • For most organizations, moving from lots and lots of ad hoc reporting to actual data-driven decision-making based on analysis has proven to be as difficult as breaking the sound barrier.
    • 5. We call this problem:
    “The Analysis Barrier”
    4
  • 6. Analysis vs. Reporting
    • Organizations and Web analytics in general has been cursed by unrealistic expectations about reporting.
    • 7. Can you really manage your business with 3 or 4 KPIs?
    • 8. Do you really believe that complex business decisions can be reduced to a single number?
    • 9. The problem with most reporting systems isn’t the KPIs or the presentation of those KPIs. It’s the misconception that reporting drives change.
    • 10. Analysis – true studies of complex business problems that drive real-world recommendations – use careful data-driven study of a problem to produce actual recommendations for change.
    5
  • 11. What does Analysis Do?
    • It doesn’t magically produce recommendations for change. Instead, it couples a deep understanding of a problem and it’s real-world (data) description with thought about how to solve it.
    • 12. Analysis can set the table for Testing and is the appropriate/necessary accompaniment to any MVT or A/B testing program.
    • 13. Analysis can assist mightily in developing site and targeted marketing optimizations that better match creative/product to customers and visit types.
    6
  • 14. Analysis is not Death by Numbers
    • This is what WE see NOT WHAT YOU SEE!
    • 15. In the next 3 slides you’ll see real examples of an analysis looks like to our customers.
    7
  • 16. Example from eMetrics Kohler Presentation
    • This use-case is a common one in a multi-channel world – visitors looking a retail location:
    8
    The “Reason for Visit” question is a fantastic guide for Use-Case analysis
    Match to the behavioral signal and compare “intent” to “actual”
    When using survey data, the obvious next step is to check use-case specific satisfaction.
  • 17. Example from eMetrics Kohler Presentation
    • Analyze both sides of the use-case (the intent and the behavioral) and pay particular attention to what happens in the mismatches.
    9
    How many visits show the appropriate behavioral signal?
    How long does it take to succeed?
    What’s the impact of failure?
    Are customers letting us know there’s a problem?
  • 18. Example from eMetrics Kohler Presentation
    • Always drive to real recommendations. In this case, the use-case data indicated that the main problem was finding the right site area.
    10
    Recap the issue you intend to solve.
    Make specific recommendations for testing.
    Show real-world site examples that illustrate the technique.
  • 19. Semphonic
    • Semphonic is the leading web analytics consultancy in the United States.
    • 20. Our heritage in database marketing has kept us focused on how to use – not report – on web behavior.
    • 21. We’ve pioneered a rich set of processes, methodologies, and techniques for solving a range of complex online business problems.
    • 22. Together, these form a powerful analytic framework that can help you shatter the “Analysis Barrier.”
    11
  • 23. Much More than Tool Experts
    • We use every tool in your arsenal – from Web analytics tools like SiteCatalyst, Discover, NetInsight, Explore and WebTrends to SAS and SPSS, Tableau, SQL, R, and Excel to drive insight.
    • 24. But it isn’t tools, it’s the processes, people and methods we’ve developed over thirteen years of analysis that the real difference.
    • 25. Here’s how…
    12
  • 26. Questions
    • Everybody shares the same basic questions:
    13
  • 27. Answers
    • We have the analysis techniques to provide answers and drive site improvement and testing programs:
    14
  • 28. Answers
    • To improve the efficiency of marketing spend:
    15
  • 29. Answers
    • To drive every aspect of the online channel:
    16
  • 30. Answers
    • And optimize your information and learnings across the whole business:
    17
  • 31. Breaking the “Analysis Barrier”
    Analytic Roadmap – Your Customized Analysis Plan
    • Transforming your web analytics from passive reporting to data-driven decisioning:
    We start with a customized plan that focuses on the most impactful projects for your site.
    18
  • 32. How it Works
    • The Comprehensive Analysis Program:
    • 33. Data Quality Audit: A careful review of your existing infrastructure and recommendations to improve collection for analysis.
    • 34. Analytics Roadmap: Identifies the analysis projects that make sense for your organization, prioritizes, and lays out an overall analysis plan.
    • 35. Ongoing Deep-Dive Analysis: Paced at a rate that makes sense for your organization, Semphonic executes on the Roadmap.
    • 36. Delivered in retained relationships beginning at $7K a month.
    19
  • 37. Semphonic: Know. Right. Now.
    Good measurement doesn't inform.
    It transforms.
    The time to change how you do business online is now!
    Gary Angel
    • gangel@semphonic.com
    • 38. 415 884-2511
    • 39. http://semphonic.blogs.com/semangel/
    • 40. @garyangel
    20