What is your job is depends on:What company do you work for?What maturity stage is your company at?How much money/time you have to invest and test
90% people / 10% technology is only for Google…but well spiritedTechnologyPeopleOpportunityAre projects pre-baked or responsive
Don’t think like the marketing guy. That is a general statement. The marketing guy might have been the person that hired you. But sometimes there is that person in the organization whom will consistently try to muck your story up…“Hey look at those Visitors flying up …. Man those campaigns are working” ---- when in reality the revenue from this new lift has tanked (refrence WT scorecard!)“I am not overly concerned with the poor conversions. This was a branding campaign and I am much more concerned with the long-term effects, and look …. Traffic is going up!” Don’t get upset with this statement, just start planning for this dude’s job. Accountability is key in these times and you are that key. Once you get this obstacle start to place context such as Cost per Visitor, the CPC cost in comparison to the CPM cost on top of the average display CPM.“I don’t trust these numbers”. Listen Jack, I can run the numbers all day and probably come up with something a bit different … but this figure and that figure ALWAYS go down. So, we can ignore the problem or create new ones? Seriously, data accuracy is an issue. You will lose credibility slowly if you fight this issue too much, however if you continue to focus on the STORY not the data itself, you might just avoid this issue.OK, my goals are changing …. Welcome to corporate america. At least this time you are around when the goals are created!
End with something unexpected … or at least something that people can take away. You don’t have to show your work to get talked about. Sometimes it only takes a sentence (or a stupid 10sec comment on a national awards show).
Segment your data as much as possible. Don’t take a visitor as face value, break them down into small chunks to show how each scenario is being represented. Then …
Don’t just take a rise in traffic for granted. Look at how the industry is performing. Is this a key trend? Did we get lucky? Will this die tomorrow? Upon face value an increase of traffic from certain keywords could look great. But, look at the industry. Did that keyword jump in popularity. Did a chance new story give you an uptick?
Combine this with a completely different data source to provide more relevance. In this case, take those Visitors and display it as a percentage of reach. This may be the reach of a city, demographic, campaign, etc.
Going from webtrends guy to ManagerYour KPI is the amount of money you influenceSavingsInternal Project SavingsExternal Campaign costsTime to InsightsEarningsNew rev streamsIncrease Conversion RatesNew OpportunitiesFind lost customers to retargetCombine datasets to get new segments Teach the fish to crawl and walk, you runUse that automation, publish UTILIZED dashboards and scorecardsDon’t depend on scheduled reports, in fact try to ban themPublish data the way users needProduce a Jump to Action MapDefine how the data is used before spending timeShow Action Card hereConstantly promote case studies of achievement, open up a Center Of Excellence, host an Intranet of insights,Show MS ExP Emails ArchiveShow Analytics SharePointSend a monthly newsletter Look for integration possibilities across the company. Use those friendships in the tech department to bring data together, gradually upon need; Look at email, search, event opportunities across the companyThis is the big pictureThis will be the focus as you move forward with the other stepsBe a part of this integration or be pushed out…Do not depend or get hung up on one technologyMANAGE THAT DATAIt is politicalIt can be dangerousIt is REALLY usefulIt is getting a ton of buzz
Define gaps in Analytics Framework (KPI Analytics Workshop), Analytics DefinitionsNot just metrics and dimensionsWhat is “data loss”When does data get rerunWhen do changes get documentedWhat is the tagging process
So what SHOULD? you be focusing on?The best stories come out of deep investigative reporting. It is how Watergate was finally uncovered! Ask the general questions Who, How, What Where over and over again. This is how insights and areas of improvement are found. It takes moving a mountain to all of a sudden increase sales by 10% … but by recommending a change here and a change there … and avoiding that “redesign” and “gut feeling” you can get closer each time.Don’t be daunted by the data surrounding you. Utilize it to tell a better story.
Managing Analytics in the Enterprise Thomas Bosilevac
Where have I fit in… Utilizing analytics: 5 years Agency world (VML) E-Commerce (WhatsHotNow) Business Process Apps Virtumundo – SPAMMERS (but learned a TON) Managing analytics: 5 years Web Analytics Manager Caterpillar Program Manager (ITA) Microsoft IT Implementing and speaking about analytics: 3 years (Principal Consultant,Speaker, CYA’r) Independent (Holland America, LuxuryLink) (Co-founder) Bridgeleaf Software And tons of “projects” (uearn.com, manhattanbars.com, droogle.ca, AllInOneStats.com)
Understand the input: How is traffic coming in? Who, How, Where, WHAT? What are those URL’s below the Top 10? The conversion late is low … Was a new location introduced? Are you getting significantly higher traffic? New content? New message? Change of price, product location?
Protect your data Always look at the pros and cons of how, what and when you publish data. Just because data is available to YOU does not mean it should be available to everyone Post changes, data loss, errors, etc… Limit the fire drills but respect urgency.
Challenge the Hippo’s statements: “More people is great” “This is a long term campaign – conversions are unimportant” “I don’t trust these numbers (when they are not in their favor)” “OK, so you got me…our goals are changing next Quarter though
Determine your Audience How long have they been using the current tool? Do they understand a view vs visits? (HITS!^*&^) Is the team well respected or is the data “questionable” Do you show them overviews, reports, or insights only?
Expected reports This months email campaign had 34% higher sales than last month. Out top three acquisition sources are Direct Traffic, Google, and Bing. This has unchanged for 4 months but we did see a 4% drop in traffic. The top three locations where folks come from are: New York City, LA and Chicago.
Outside box reporting Did you hear Mary’s campaign had the highest Average Revenue per Sale EVER? Did you know those 400 sites with < 5 visits a month add up to 15% of our traffic --- from mom and pop blogs? Oklahoma has the highest traffic (not including Virginia)… as measured by % of visits/Total population. 4% of the state has been to our site!
5 - Make it a mini-series The best analysis work is when it is performed on an ongoing basis. The true insights come after viewing the data after trying out several tactics (AB testing, regional launches, new or revised content)
Create Your KPI Expand your impact Promote Your Services Integrate the Company Make it a mini-series Impactful reporting Use Technology Team member to manager
Create your own KPI’s Savings Internal Project Savings External Campaign costs Time to Insights Earnings New rev streams Increase Conversion Rates New Opportunities Find lost customers to retarget Combine datasets to get new segments
You MUST gain respect of senior management Your salary and work is watched Get your work noticed Assure your reports are driving action
External Value Respect of site users A/B testing does have limits You can’t and shouldn’t track everything Respect data privacy even when you have the data Respect of Industry Go to the conferences Join the IIA, WAA You are getting trained – EXCELLECT!!
Pretend you are an investigative reporter, or Sherlock Holmes What are people working on within the organization What reports already exist? What changes are being made to the website (now, soon, planned later)?
Integrate the company Look for integration possibilities across the company. This is the big picture Integration of data points will be a HUGE focus as the industry moves forward. Start the relationships now! Be a part of this integration or be pushed out… No need to jump to one uber-solution JUST YET, investigate the tools
Expand your impact Teach the fish to crawl and walk, you run Use that automation, publish UTILIZED dashboards and scorecards Don’t depend on scheduled reports, in fact try to ban them Publish data the way users need Produce a Jump to Action Map Define how the data is used before spending time Show Action Card here