The analytics
renaissance
Our definitions

Analytics 

monitors performance

Insight

improves performance
Measurement isn’t just
about numbers.
It’s visual too.
Strategic framework

Question 1

What’s useful to stakeholders?

Question 2

What’s useful to you?

Question 3

What tools...
1. What’s useful to stakeholders?
Stakeholders
• Is the website producing more?
• Is everything possible being tried?
• Is that effort showing a strong ROI?
Top 5 KPIs Listed

1.
2.
3.
4.
5.

Unique visitors
Leads
Visits
Page views
Bounce rates

Source: B2B Marketing / Decibel I...
Useful information?
Challenge your thinking

A

What is the problem?

B

What questions do I need to ask?
2. What’s useful to you?
The success funnel

Conversion
Measurement
Traffic

Value per source

Content

UX

What people
see

What people
read

Understand
engagement

How do they ...
49%
“Weekly”

Source: B2B Marketing/Decibel, June 2013
14%

“Track website content”

Source: B2B Marketing/Decibel, June 2013
Source: B2B Marketing/Decibel, June 2013
How to approach
measuring UX & Content…
14%
6-step guide

Source: B2B Marketing/Decibel, June 2013
1. Learn about your visitors
14%
2%
Source: B2B Marketing/Decibel, June 2013
Audience segmentation
• De-skew data sets
• Different needs
• Detect problems
2. Experience their experience
Browser testing
• Online tools
– browserstack.com
– browsershots.org
– browserling.com
– crossbrowsertesting.com
• Methodo...
Visitor playback
•
–
–
–
–

Look out for
Non-clickable clicks
‘Yo-yo’ navigation
Navigation loops
Load speed
3. Find your most popular
content
Popular content
• Popular = leads to conversion
• Traditional analytics
– Pages
• Heatmaps
– CTAs and featured content
4. Ensure visitors see
the right content
The ‘fold’
Scroll maps
• Benefits
– Locate the aggregate ‘fold’
– Show how many visitors reach a certain point
Product
navigation
5. Learn how visitors navigate
Popular content
• Navigation techniques
– Primary navigations (products/services)
– ‘Utility’ navigations
– Sitemaps and f...
6. Increase the effectiveness of
mobile
Mobile heatmaps
Responsive heatmaps
3. What tools do you need?
The problem

?
Traditional
analytics

Something
is missing

Non
actionable
…how users interact with the site
The knowledge gap

Traditional

Visual

Actionable
Where analytics ends, and insight begins.
Decibel insight measurefest october2013_external
Decibel insight measurefest october2013_external
Decibel insight measurefest october2013_external
Decibel insight measurefest october2013_external
Decibel insight measurefest october2013_external
Decibel insight measurefest october2013_external
Decibel insight measurefest october2013_external
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Decibel insight measurefest october2013_external

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  • {"16":"People track offsite content, but not online. And this part of our mission.\nsignificant opportunities lost in time, resource, spend and revenue\nif you do, you’re smart.\n","11":"There are plenty of meaningless data available, so it’s critical to strategically plan your approach to analytics and to insight at the outset before you starting actually doing it. \n","6":"Take a step back and ask \n- keep them happy\n- information you need\n- Have you got the tools \n","45":"this is not about getting rid of free analytics tools but to understand the limitations and the data that is really useful to impact performance\n","12":"more tables, graphs or metrics \nor do you need a better visual understanding. \n","1":"Welcome\n","13":"We first we need to understand what the constituent parts of success\n","2":"CRM: business objectives, what you wanted to put in it and what you wanted to get out of it, and then you’d go and pick your software, and when you installed it you’d plan how exactly how it would be used.\nThe problems with analytics started when GA became free \nPut on site\nStopped planning what they wanted out of it\njust log in and see what they can find\nStrategic business assets\n","41":"Once you’ve worked out what you would like to find out then, then you need to decide whether you have the tools you need? I hope you'\n","8":"Possible to understand much of this through standard metrics.\n","14":"So to achieve success, what do we need to track and measure? \nWhich sources provide good visitors?\nWhich sources provide most revenue?\nWhat is my ROI on each channel?\nAre there channels I didn’t know about?\nWhat experience are they having?\nHow are they navigating?\nWhat are they seeing?\nWhere are they clicking?\nWhat are they reading?\nWhich content influences them?\nWhat content should you create?\nHow does this differ on mobile?\nHow does this differ for each audience?\nThe cross between where data as a science meets creativity\n","3":"“I have analytics” “I do analytics”\n“Analytics -everyone else understand.\nSoftware/outline/analysis \nTwo people\nWikipedia. “a two sided coin”. \n1. gaining knowledge through analysis.\n2. using this insight to recommend action. \n","42":"In our opinion, traditional analytics such as google, are brilliant at reporting metrics but no so good at providing insight that can be used to action changes.\n","9":"Verified in a research \nThe top KPIs\nNo surprises here.\n","15":"49% of people are changing their content weekly\n","4":"Make it easy\n…information you can use\nDoing both lead to success.\n","43":"Understanding…\n","10":"Are they really useful?\nOne dimensional\n- marketing activity. graduate job ad \n- Dig deeper\nIf you have improved, analytics can’t tell you why and how to repeat this.\nKPIs give a general indicationbut not necessarily insight.\nWe need to be smart\n"}
  • Transcript of "Decibel insight measurefest october2013_external"

    1. 1. The analytics renaissance
    2. 2. Our definitions Analytics  monitors performance Insight improves performance
    3. 3. Measurement isn’t just about numbers. It’s visual too.
    4. 4. Strategic framework Question 1 What’s useful to stakeholders? Question 2 What’s useful to you? Question 3 What tools do you need?
    5. 5. 1. What’s useful to stakeholders?
    6. 6. Stakeholders • Is the website producing more? • Is everything possible being tried? • Is that effort showing a strong ROI?
    7. 7. Top 5 KPIs Listed 1. 2. 3. 4. 5. Unique visitors Leads Visits Page views Bounce rates Source: B2B Marketing / Decibel Insight, June 2013
    8. 8. Useful information?
    9. 9. Challenge your thinking A What is the problem? B What questions do I need to ask?
    10. 10. 2. What’s useful to you?
    11. 11. The success funnel Conversion
    12. 12. Measurement Traffic Value per source Content UX What people see What people read Understand engagement How do they interact? What makes them convert?
    13. 13. 49% “Weekly” Source: B2B Marketing/Decibel, June 2013
    14. 14. 14% “Track website content” Source: B2B Marketing/Decibel, June 2013 Source: B2B Marketing/Decibel, June 2013
    15. 15. How to approach measuring UX & Content…
    16. 16. 14% 6-step guide Source: B2B Marketing/Decibel, June 2013
    17. 17. 1. Learn about your visitors
    18. 18. 14% 2% Source: B2B Marketing/Decibel, June 2013
    19. 19. Audience segmentation • De-skew data sets • Different needs • Detect problems
    20. 20. 2. Experience their experience
    21. 21. Browser testing • Online tools – browserstack.com – browsershots.org – browserling.com – crossbrowsertesting.com • Methodology – On release – After changes and improvements – Regularly (browsers are constantly changing also)
    22. 22. Visitor playback • – – – – Look out for Non-clickable clicks ‘Yo-yo’ navigation Navigation loops Load speed
    23. 23. 3. Find your most popular content
    24. 24. Popular content • Popular = leads to conversion • Traditional analytics – Pages • Heatmaps – CTAs and featured content
    25. 25. 4. Ensure visitors see the right content
    26. 26. The ‘fold’
    27. 27. Scroll maps • Benefits – Locate the aggregate ‘fold’ – Show how many visitors reach a certain point
    28. 28. Product navigation
    29. 29. 5. Learn how visitors navigate
    30. 30. Popular content • Navigation techniques – Primary navigations (products/services) – ‘Utility’ navigations – Sitemaps and footers – Keyword search – ‘In-page’ navigation
    31. 31. 6. Increase the effectiveness of mobile
    32. 32. Mobile heatmaps
    33. 33. Responsive heatmaps
    34. 34. 3. What tools do you need?
    35. 35. The problem ? Traditional analytics Something is missing Non actionable
    36. 36. …how users interact with the site
    37. 37. The knowledge gap Traditional Visual Actionable
    38. 38. Where analytics ends, and insight begins.
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