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3 months to success - A Digital Analytics Plan - #eMetrics

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Xavier Colomes, Sr Web Analyst – Intuit UK …

Xavier Colomes, Sr Web Analyst – Intuit UK

What is the real value of Digital Analytics? Do you feel dragged to reporting and not focusing on testing and growing the business?

The Digital Analytics set-up is typically a mess for most organisations. Whether you get to start with a clean slate or are just the unlucky analyst tasked with sorting it out, Xavier believes you have a three month window to take the necessary actions. He walks through his checklist for your critical 90 days, delineating the priorities and how long tasks should take. Xavier shares stories from Intuit and previous companies so you can kick start your analytics from the basics to success in only three months.

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  • 1. 3 MONTHS TO SUCCESS 1 #eMetrics @xavier_colomes
  • 2. 2 #eMetrics @xavier_colomes
  • 3. WHAT MANAGEMENT THINKS I DO WHAT DEVELOPERS THINK I DO WHAT MARKETING THINKS I DO WHAT I THINK I DO 3 WHAT FINANCE THINKS I DO WHAT I REALLY DO #eMetrics @xavier_colomes
  • 4. THE IMPACT OF THE DIGITAL ANALYST WHERE ARE WE? WHERE SHOULD WE BE? HOW DO WE GET THERE? 4 #eMetrics @xavier_colomes
  • 5. THE VALUE OF DIGITAL ANALYTICS A LIVING LEGEND ANALYTICS NINJA INFLUENCING STRATEGIC DECISIONS OPTIMISATION & TESTING MID / LONG TERM PROJECTS A GOOD ANALYST DEEP DIVE ANALYSIS THAT GUY WHO USED TO SENT REPORTS AD HOC ANALYSIS REPORTING THE ANALYTICS GUY TOOLS CONFIG HOW YOU WILL BE REMEMBERED 5 #eMetrics @xavier_colomes
  • 6. THE VISION IN 3 MONTHS WE ARE SEEN BY THE DIFFERENT AREAS OF THE COMPANY AS LEADERS OF CHANGE AND STRATEGIC BUSINESS PARTNERS 6 #eMetrics @xavier_colomes
  • 7. THE CHALLENGE FOCUS. DO LESS TO ACHIEVE MORE. 80% OF SUCCESS WILL COME FROM 20% OF THE CHANGES 7 #eMetrics @xavier_colomes
  • 8. WHY 3 MONTHS? WE HAVE ACCESS TO THE RIGHT PEOPLE OUR PROJECTS ARE PRIORITISED FASTER WE HAVE A GREAT IMPACT ON CHANGE 8 #eMetrics @xavier_colomes
  • 9. EXPECTATION MANAGEMENT START SLOW TO BE FAST 9 #eMetrics @xavier_colomes
  • 10. THE ROLE OF THE DIGITAL ANALYST: THE PLAN 5 - OPTIMISATION BUSINESS GOALS & STRATEGY ANALYTICS ROADMAP 1 –TOOL CONFIGURATION 4 - ANALYSIS 3 - AUTOMATE REPORTING 10 2 - DATA EXTRACTION #eMetrics @xavier_colomes
  • 11. WHAT WE ARE TRYING TO AVOID REPORTING DASHBOARDING LOOKING BACKWARDS TRACKING & TOOL RELATED ISSUES WATING TIME ON NON RELEVANT CHANGES 11 #eMetrics @xavier_colomes
  • 12. 3 MONTHS TO SUCCESS THE GOAL IS TO SOLVE FOR “DEFINE” AND “AUTOMATE” WITHIN THE FIRST 3 MONTHS TO FOCUS ON THE ACTIONABLE PART OF OUR ROLE DEFINE PLAN THE WEB ANALYTICS ROADMAP, ANTICIPATING TOOLS, PROCESSES AND REQUESTS w1: ONBOARDING w2: THE PLAN w3: TOOLS w4: VALIDATION AUTOMATE AUTOMATION OF THE PROCESS OF DATAEXTRACTION .SEND THE REPORTS REQUIRED BY THE BUSINESS w5: EXTRACTION w6: DASHBOARDS w7: AUTOMATION w8: EDUCATION 12 DELIVER ACTIONABLE INSIGHTS AND RECOMMENDATIONS FOR THE GROWTH OF THE BUSINESS w9: THE DEEP DIVE w10: SEGMENTS w11: VOC w12: TESTING PLAN #eMetrics @xavier_colomes
  • 13. 1 DEFINE WEEK 1: ONBOARDING UNDERSTAND THE BUSINESS: PLAN THE WEB ANALYTICS ROADMAP, ANTICIPATING TOOLS, PROCESSES AND REQUESTS the business model the product , lineup, UVP & details of the offering the Industry (eCommerce, SaaS, Content, Brand, Marketplace, etc) the website (do a intense Heuristic taking notes of everything you see) the funnel & customer journey (cycle, segmentation, motivations) competitors, customers, segmentation, etc... UNDERSTAND THE COMPANY: organisation, who is who, top Hippos & decision makers realistic SWOT analysis, no company is perfect. Main areas of improvement. top sponsors, business partners & influencers for analytics identify eventual risks and blockers 13 #eMetrics @xavier_colomes
  • 14. WEEK 2: THE PLAN DRAW YOUR PLAN 1 DEFINE PLAN THE WEB ANALYTICS ROADMAP, ANTICIPATING TOOLS, PROCESSES AND REQUESTS What is your vision and mission of the analytics role in the organisation What will you do: What success looks like in Analytics What metrics and KPIs will you track. Identify your critical few What goals, segments, events will be measured and what tools will you use What do you need to achieve the goals and what/when needs to happen How will you share the data and insights GET BUY IN FOR IT Present your plan to your main stakeholders. Make it one of the priorities. Ask clearly for what you need: Resources, Money, Tools or Prioritisation Commit to your results. If you commit and deliver the results. you’ll have trust for the future changes that you implement #eMetrics @xavier_colomes
  • 15. WEEK 3: TOOLS IMPLEMENTATION REMEMBER CRITICAL FEW 1 DEFINE PLAN THE WEB ANALYTICS ROADMAP, ANTICIPATING TOOLS, PROCESSES AND REQUESTS Tag management tool Clickstream (GA, SC) tracking, goals, eCommerce tracking, custom vars, etc. Heat map tool & Visit recording (Crazy Egg, Inspectlet, Click Tale) VOC tool (4Q, Qualaroo, Uservoice, etc). Start tracking the Visit Intent. Testing tool (Optimizely, convert.com, sitespec) CONFIGURATION Profiles & filters structure (per product, country, division, device) Goals and Funnels Traffic source tracking Data Sources (adWords) Site Search tracking 15 #eMetrics @xavier_colomes
  • 16. DIGITAL ANALYTICS IS MUCH MORE THAN CLICKSTREAM DATA VOC USABILITY TESTING 16 #eMetrics @xavier_colomes
  • 17. 1 DEFINE WEEK 4: VALIDATION TRUST AND CREDIBILITY ARE SACRED PLAN DE WEB ANALYTICS ROADMAP, ANTICIPATING TOOLS, PROCESSES AND REQUESTS Validate basic Clickstream data (visits, pageviews) with at least 2 tools Validate traffic attribution with other sources (AdWords, affiliates, etc) Validate Goals and Transactions agains the main DDBB (finance or product) Debug all the process carefully, including evars, cookies, segments, etc. Make sure that you are tracking all devices in all browsers Unknown unknowns: Make sure you are tracking absolutely every page of your website Triple Check that VOC tools are not blocking important buttons Validate that you don’t store PII data and comply with your local law 17 #eMetrics @xavier_colomes
  • 18. 3 MONTHS TO SUCCESS THE GOAL IS TO SOLVE FOR “DEFINE” AND “AUTOMATE” WITHIN THE FIRST 3 MONTHS TO FOCUS ON THE ACTIONABLE PART OF OUR ROLE DEFINE PLAN THE WEB ANALYTICS ROADMAP, ANTICIPATING TOOLS, PROCESSES AND REQUESTS w1: ONBOARDING w2: THE PLAN w3: TOOLS w4: VALIDATION AUTOMATE AUTOMATION OF THE PROCESS OF DATAEXTRACTION .SEND THE REPORTS REQUIRED BY THE BUSINESS w5: EXTRACTION w6: DASHBOARDS w7: AUTOMATION w8: EDUCATION 18 DELIVER ACTIONABLE INSIGHTS AND RECOMMENDATIONS FOR THE GROWTH OF THE BUSINESS w9: THE DEEP DIVE w10: SEGMENTS w11: VOC w12: TESTING PLAN #eMetrics @xavier_colomes
  • 19. MONTH 2: AUTOMATE WE HAVE THE TOOLS AND BASIC TRACKING IN PLACE, BUT WE ARE NOT READY TO ANALYSE YET USE THE SECOND MONTH TO CREATE A PROCESS WHERE YOU DON´T HAVE TO SPEND TIME UPDATIG USELESS REPORTS AND DASHBOARDS 19 #eMetrics @xavier_colomes
  • 20. 2 AUTOMATE WEEK 5: EXTRACTION AUTOMATION OF THE PROCESS TO EXTRACT DATA AND SEND THE REPORTS REQUIRED BY THE BUSINESS DATA SHOULD KEEP FLOWING WHERE YOU ARE IN HOLIDAYS Regardless of the tool, create an automated (if possible) process to access to the critical few Web Analytics metrics of your business Start using Excel to keep the data and Identify all the other data sources that are criticall to your success and create the same process THE DATA EXTRACTION MATURITY MODEL • Level 0: No extraction, only the tools UI • Level 1: Excel extraction for ad-hoc reports & analysis • Level 2: Recurrent manual extraction via SQL or plugins • Level 3: 100% automation and deployment of Web Analytics data 20 #eMetrics @xavier_colomes
  • 21. UPLOAD YOUR DATA? DOWNLOAD YOUR DATA ? 21
  • 22. EXTRACTING DATA FROM SITECAT & GA UI SCHEDULED REPORTS EXCEL REPORTING API DATA WAREHOUSE DATA FEED HIT LEVEL 22 (Limits app.) BigQuery #eMetrics @xavier_colomes
  • 23. WEEK 6: DASHBOARDING CREATE THE BASIC DASHBOARDS TO RTB 2 AUTOMATE AUTOMATION OF THE PROCESS TO EXTRACT DATA AND SEND THE REPORTS REQUIRED BY THE BUSINESS Learn about the reporting culture in the company (KPIs, time periods, etc) Focus on the critical few Add always an absolute, a comparison (WoW, MoM) and a trend Leave room for basic commentary Automate the creation of the dashboard as much as possible CREATE A COMPREHENSIVE SET OF ALERTS (10-20%) Changes on traffic Changes on acquisition Changes on engagement Changes on Conversion 23 #eMetrics @xavier_colomes
  • 24. Critical Few Alerts DASHBOARDS: KEEP IT GERMAN 24 #eMetrics @xavier_colomes
  • 25. WEEK 7: AUTOMATE REPORTING IDENTIFY THE MAIN CONSUMERS 2 AUTOMATE AUTOMATION OF THE PROCESS TO EXTRACT DATA AND SEND THE REPORTS REQUIRED BY THE BUSINESS 90% of the data we are required is not used, just reported. Automate it. Identify the main consumers and automate reports to them via email. Don’t become a “data guardian”. You want data to be used by everyone. Make it easy to access the data, so you are not bothered in that AUDIT THE REPORTING: IS THIS REPORT ACTIONABLE? YES, by me. Then it’s up to you to decide if it’s worth maintaining. YES, by the receiver. Automate it. NO, and can be droped. Drop it. NO, but I’m required to send it. Delegate or teach how to access the data ASK THEM: What did you change based on this report the last time? 25
  • 26. 2 AUTOMATE WEEK 8: EDUCATION AUTOMATION OF THE PROCESS TO EXTRACT DATA AND SEND THE REPORTS REQUIRED BY THE BUSINESS DATA NEEDS TO BE UNDERSTOOD TO BE USED Train your office in Web Analytics and Basic Analytics methods (Excel). Organise a series of Workshops and short courses. Make it fun. Share your plan and partner with every team / department closely Spend time explaining HOW can YOU support THEM to achieve their goals Work with them in the analysis of the reports that you deliver, but let the team take the first successful change or action based on that (Quick Wins) To ensure this process, give each team / colleague / marketer a KPI to monitor and improve: BR, LTB, CTR, etc. 26 #eMetrics @xavier_colomes
  • 27. 3 MONTHS TO SUCCESS THE GOAL IS TO SOLVE FOR “DEFINE” AND “AUTOMATE” WITHIN THE FIRST 3 MONTHS TO FOCUS ON THE ACTIONABLE PART OF OUR ROLE DEFINE PLAN THE WEB ANALYTICS ROADMAP, ANTICIPATING TOOLS, PROCESSES AND REQUESTS w1: ONBOARDING w2: THE PLAN w3: TOOLS w4: VALIDATION AUTOMATE AUTOMATION OF THE PROCESS OF DATAEXTRACTION .SEND THE REPORTS REQUIRED BY THE BUSINESS w5: EXTRACTION w6: DASHBOARDS w7: AUTOMATION w8: EDUCATION 27 DELIVER ACTIONABLE INSIGHTS AND RECOMMENDATIONS FOR THE GROWTH OF THE BUSINESS w9: THE DEEP DIVE w10: SEGMENTS w11: VOC w12: TESTING PLAN #eMetrics @xavier_colomes
  • 28. WEEK 9: DEEP DIVE & FUNNEL A COMPREHENSIVE ANALYSIS 3 DELIVER ACTIONABLE INSIGHTS AND RECOMMENDATIONS FOR THE GROWTH OF THE BUSINESS Draw the funnel and start from the very top to the conversion point: Awareness, Acquisition, Engagement and Conversion Analyse the traffic sources, devices and Multi Channels. Before analysing pages at the URL detail, analyse the overall funnel using the content templates (all landing pages, all product pages, all category pages, checkout, etc). What are they looking for? Analyse Site Search terms Analyse the Heat maps and the records of the contents that you found more relevant for the business and where engagement needs to be analysed to the detail Add competitor analysis, and present de results 28 #eMetrics @xavier_colomes
  • 29. TOP CONTENT REPORT 29 #eMetrics @xavier_colomes
  • 30. TOP CONTENT TYPE REPORT 30 #eMetrics @xavier_colomes
  • 31. THE FUNNEL PROFILE: GA 31 #eMetrics @xavier_colomes
  • 32. 3 DELIVER WEEK 10: SEGMENTATION WHERE THE INSIGHT IS HIDDEN ACTIONABLE INSIGHTS AND RECOMMENDATIONS FOR THE GROWTH OF THE BUSINESS Create a comprehensive set of segments aligned with the business strategy Segment by Visitor Intent: Identify the visit purposes using VOC tools and assign one goal to each of the different purposes. Which are more likely to convert? Which is satisfied and which not? Segment your traffic by Branded / No Branded. Don’t assume that Branded traffic is the traffic that already knows / likes you. Segment by Device. Understand what is the main purpose of each device and how is it contributing to the business objectives. Segment by type of customer: Converter, Abandoner, Browser, Searcher... Segment by Geography. Country, region or City level, depending on the business. Analyse Site search, products and abandonment by geo. 32
  • 33. SEGMENTS BY ACTION WHAT´S THIS PERFORM A SEARCH AND LEAVE SEARCH AND LEAVE IN PRODUCT PAGE CART ABANDONDONMENT 33 #eMetrics @xavier_colomes
  • 34. WEEK 11: VOICE OF CUSTOMER UNDERSTAND THE WHY 3 DELIVER ACTIONABLE INSIGHTS AND RECOMMENDATIONS FOR THE GROWTH OF THE BUSINESS Include Web/App NPS or ratings as one of your Goals Don’t stop in the tools: Get out of the Building Observation is a powerful technique, but combine Usability studies with Interviews to get the most of every session. Include VOC metrics: Visitor Intent, Task Completion rate, NPS, etc... Leverage Clickstream and VOC to create your website Personas 34 #eMetrics @xavier_colomes
  • 35. WEEK 12: THE TESTING PLAN USE THE SCIENTIFIC METHOD EXPERIMENTING SINCE 350 BC. 35 3 DELIVER ACTIONABLE INSIGHTS AND RECOMMENDATIONS FOR THE GROWTH OF THE BUSINESS #eMetrics @xavier_colomes
  • 36. SO WHAT? 36 #eMetrics @xavier_colomes
  • 37. GET UP STAND UP DON´T GIVE UP THE FIGHT 37 #eMetrics @xavier_colomes
  • 38. 38 #eMetrics @xavier_colomes
  • 39. TIPS TO BECOME A TRUE INFLUENCER FOCUS: DON´T CREATE NOISE OR CHURN LISTEN FIRST UNDERSTAND EVERYONE´S GOALS DON’T ADD NEW COMPLEXITY DON’T FIX WHAT IS NOT BROKEN USE YOUR POWER TO SOLVE THEIR PROBLEMS TOO 39 #eMetrics @xavier_colomes
  • 40. WHAT WILL FAIL? Timings: Nothing will happen fast enough Ownership: Priorisation and buy in for changes Technology: The great challenge for A/B Testing WHAT WILL SAVE YOU? The plan: When you commit to a date and you deliver The people: Partner with the right people and share your vision 40 #eMetrics @xavier_colomes
  • 41. ALWAYS HAVE AS FRIENDS... 41 #eMetrics @xavier_colomes
  • 42. RECAP AND TAKE AWAYS 1. THE GOAL OF THE DIGITAL ANALYST IS TO LEAD CHANGE 2. THE VALUE OF THE ANALYSIS RELIES ON THE ACTIONS TAKEN BASED ON IT 3. WE NEED TO AUTOMATE EVERYTHING THAT TAKES OUR TIME OFF THE MAIN GOAL 4. TO AUTOMATE REPORTING WE NEED TO MAKE SURE THAT THE RECIPIENTS ARE UNDERSTANDING HOW TO USE DATA 5. WE WANT TO SPEND OUR TIME IN DEEP DIVES AND TESTS 42 #eMetrics @xavier_colomes
  • 43. 3 MONTHS TO SUCCESS THE GOAL IS TO SOLVE FOR “DEFINE” AND “AUTOMATE” WITHIN THE FIRST 3 MONTHS TO FOCUS ON THE ACTIONABLE PART OF OUR ROLE DEFINE PLAN DE WEB ANALYTICS ROADMAP, ANTICIPATING TOOLS, PROCESSES AND REQUESTS AUTOMATE AUTOMATION OF THE PROCESS OF DATAEXTRACTION .SEND THE REPORTS REQUIRED BY THE BUSINESS DELIVER ACTIONABLE INSIGHTS AND RECOMMENDATIONS FOR THE GROWTH OF THE BUSINESS DEFINE AND AUTOMATE FIRST TO FOCUS ON WHAT REALLY MATTERS 43 #eMetrics @xavier_colomes
  • 44. OHYES WE CAN 44 #eMetrics @xavier_colomes
  • 45. QUESTIONS? THANK YOU! www.conversiongarden.com 45 #eMetrics @xavier_colomes

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