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Lost In Translation: Bringing The Business Audience & Web Analysts Closer Together
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Lost In Translation: Bringing The Business Audience & Web Analysts Closer Together

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Digital Juggler presentation at #MeasureCamp on how better communication between business decision makers and web analysts is essential and can improve the quality and relevance of project output.

Digital Juggler presentation at #MeasureCamp on how better communication between business decision makers and web analysts is essential and can improve the quality and relevance of project output.

Published in: Technology, Business

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  • 1. MeasureCamp Lost in Translation –Understanding Your Business Audience hosted by:James Gurd, Owner, Digital Juggler @jamesgurd digitaljuggler.com
  • 2. Image: cartoonstock.com
  • 3. I said “Do you speak-a mylanguage?” The barriers of misunderstanding:  Not asking the right questions (to understand why the project sponsor is initiating the project and what outcomes they want to achieve).  Not understanding the motivations of the target audience (or not being able to fully understand the pressures they are under).  Not being able to translate knowledge and expertise into easily digestible conclusions and recommendations.
  • 4. Great expectationsWho is your Client? What are their expectations? Realistic (within scope)? What do they know about web analytics? Do they know the relationship: web analytics/VoC/testing/optimisation? OR What is their experience of structured analysis? Where are their knowledge gaps? Do they really know what they want? Is there a clear brief? (Nudity optional)
  • 5. Understandingthe pressures Time • Don’t have time to do the workof the business directly. • Teams are busy on other projects.audience • Time pressures to make effective business decisions. Resource • Finite budget. • Insufficient in-house skills. • Need proactive reliable partners to help take ownership of the project. Results • Investment must deliver an ROI. • Output has to be practical and useful. • Must demonstrate achievement to the Board.
  • 6. It’saluminium, no Venust aluminum! “Wow, I’ve found so much amazing stuff, my work is sh&t hot!” Mars “I have no idea what any of this means or what you want me to do with it!” =FAIL
  • 7. Clear & conciserecommendations Section Recommendation Business benefit Priority Difficulty Review and fix/redirect Gain authority on links and potentially 3.1 Medium Easy broken links increases rankings. Better crawling of site helps get all 3.2 Implement HTML Sitemap Low Medium content indexed. Better crawling of site helps get all 3.3 Implement XML Sitemap Medium Complex content indexed. Allows Additional keywords to be Separate video content onto 3.4 optimised, as well as provides a great Low Medium different pages area to link to. Immediately strengthens the site, 3.5 Updating 302 redirects potentially see an upward movement in High Low rankings. Stops the site from getting hurt from O 4.1 Duplicated pages duplicate content, thus may see an upward movement in rankings. High Medium R Duplicated URLs from Stops the site from getting hurt from 4.2 duplicate content, thus may see an High Medium parameters upward movement in rankings. Better crawling of site helps get all 5.1 Page load speed Low Medium content indexed. Improves Keyword targeting – not 5.2 Using H1 tags for headings immediate ranking factor, but best Low Low practice. Increases chances of getting good click 5.3 Updating meta descriptions through rate from SERPs – may lead to Medium Medium increased traffic. Stops the site from getting hurt from 5.4 Category Page Filters duplicate content, thus may see an Medium Complex upward movement in rankings.
  • 8. Presentingdata: Problem/Issue What business challenge is beingactionable analysed?insight Analysis What data did you evaluate and what process did you follow to investigate this issue and interpret the data? Conclusion/Recomme ndation What action(s) does the business need to take and what are the implications of these actions?
  • 9. Key take-away thoughts Ask the right questions upfront. ….for the perfect union Find out who you need to influence – what do they really want? Understand the commercial drivers for the project. Define clear scope & goals. Relate your output back to these goals – is the information relevant? Start with the conclusions/recommendations then work back to the detail if required. Don’t undo good work with poor presentation.Worth reading “Data That Persuades”:ht.ly/dhy8m You data beast. That’s the best analysis I’ve ever had
  • 10. Thank You hosted by:James Gurd, Owner, Digital Juggler @jamesgurd digitaljuggler.com