www.digitalandwise.com
Becoming
Goal
Focused
    @GeorgeIoannou
        Head
of
Agency
                     @georgeioannou...
Show
of
hands…
  How
many
people
ac@vely
collect
data,
analyse
and
implement
findings
         on
a
regular
basis?
        ...
Show
of
hands…
Out
of
those
how
many
people
have
a
full
@me
member
of
staff
analysing
   or
responsible
data?
E.g
Analyst
 ...
We’ll
cover…
•    Stats
on
analy@cs
•    Found
common
errors
•    Focus
to
grow
your
business
•    Capture
and
Plan
Busine...
SOME
STATS
…
IT’S
GOT
TO
BE
DONE
                  @georgeioannou

|


Some
Stats
•  29%
of
companies
using
Google
Analy@cs
exclusively
are
unsure
if
their
   installa@on
of
Google
Analy@cs
is
...
FOUND
COMMON
ERRORS
              @georgeioannou

|


Found
Common
Errors
•    Not
correctly
implemen@ng
analy@cs
•    Not
wrapped
around
business
strategy
•    Not
secng
regul...
BECOME
GOAL
FOCUSED
               @georgeioannou

|


Example:
What
makes
a
great
               customer?
•  RecepHon
   –  Friendly,
happy
and
polite
•  Sales
   –  Someone
w...
What
are
goals?
•  Goals
are
specific
strategies
you
implement
to
   accomplish
your
business
objec@ves
e.g
  –  Increase
r...
Why
focus
on
goals?
1.  It
makes
you
ask
ques@ons
about
what
the
    business
objec@ves
are
2.  You
start
looking
at
the
K...
Business
Objec@ves
Doable
Understandable
Manageable
Beneficial
           @georgeioannou

|


KPI’s
&
Metrics
•  Metrics
–
Is
a
count
or
ra@o
   –  Counts
       •  Visits
       •  Time
       •  Pageviews
         ...
Repor@ng
Deliverables
•  Reports
don’t
have
to
be
huge!
•  Not
everyone
is
interested
in
the
same
data.
   Create
mul@‐lev...
Web
Analy@cs
Measurement
       Framework
  Taken
from
a
presentaHon
of
web
analyHcs
student
‐
MaP
Smedley
               ...
Show
of
hands…
How
many
people
here
have
heard
of
scorecards?
In
par@cular
balanced
or
       weighted
scorecards?
       ...
Balanced
Scorecard
•  Kaplan
&
Norton
from
Harvard
Business
School
realised
that
measuring
   the
health
of
an
organisa@on...
Weigh@ng
the
Scorecard
•  Depending
on
the
importance
of
the
KPI
to
   the
business
•  Different
roles
appreciate
different
...
Balanced
Scorecard
•  Create
an
execu@ve
dashboard
‐
A
graphical
representa@on
of
your
KPI’s
   and
we
suggest
it
should
b...
Simple
Scorecard
                    Monthly
target
      Actual
            Light
Page
impressions
       20,000
        ...
Simple
Scorecard
                     Monthly
target
      Actual
            Light
Page
impressions
        20,000
      ...
Simple
Scorecard
                     Monthly
target
          Actual
           Light
Page
impressions
        20,000
   ...
Simple
Scorecard
                     Monthly
target
          Actual
           Light
Page
impressions
        20,000
   ...
Simple
Scorecard
                     Monthly
target
          Actual
           Light
Page
impressions
        20,000
   ...
Summary
•  Take
care
of
your
data
ensure
it’s
accurate
•  Start
from
DUMB
business
objec@ves
•  Act
on
Data
and
Re‐act
on
...
Thank
you!
           
   George
Ioannou
www.digitalandwise.com
           
  @digitalandwise
             @georgeioannou
...
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Becoming goal focused

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Analytics are spoken about so often when it comes to online businesses. But how many actually use analytics efficiently? Many just set up the tools and then drown in data. This presentation gives you some ideas of how to focus around business objectives and why you should focus.

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Transcript of "Becoming goal focused"

  1. 1. www.digitalandwise.com
Becoming
Goal
Focused
 @GeorgeIoannou
 Head
of
Agency
 @georgeioannou

|


  2. 2. Show
of
hands…
 How
many
people
ac@vely
collect
data,
analyse
and
implement
findings
 on
a
regular
basis?
 @georgeioannou

|


  3. 3. Show
of
hands…
Out
of
those
how
many
people
have
a
full
@me
member
of
staff
analysing
 or
responsible
data?
E.g
Analyst
 @georgeioannou

|


  4. 4. We’ll
cover…
•  Stats
on
analy@cs
•  Found
common
errors
•  Focus
to
grow
your
business
•  Capture
and
Plan
Business
Objec@ves
•  Types
of
Repor@ng

 @georgeioannou

|


  5. 5. SOME
STATS
…
IT’S
GOT
TO
BE
DONE
 @georgeioannou

|


  6. 6. Some
Stats
•  29%
of
companies
using
Google
Analy@cs
exclusively
are
unsure
if
their
 installa@on
of
Google
Analy@cs
is
properly
configured.
Of
those
that
don’t
 use
Google
Analy@cs
exclusively,
only
61%
think
their
installa@on
is
 correctly
configured
 
•  87.3%
of
UK
consumers
spend
at
least
24
hours
researching
a
purchase
of
 over
£200.
Comparably
only
6
minutes
is
spent
on
retailer
product
pages
 
•  In
the
UK
£5.3Bn
was
spent
online
during
May
2011,
a
year‐on‐year
 increase
of
18%
 
•  4pm
Wednesday
‘is
peak‐@me
for
workplace
shopping’.
The
largest
 shopping
rush
comes
when
employees
are
celebra@ng
the
‘hump’

 of
the
week
seeing
a
75%
increase
of
Shopping

Source:
IMRG
and
Econsultancy
 @georgeioannou

|


  7. 7. FOUND
COMMON
ERRORS
 @georgeioannou

|


  8. 8. Found
Common
Errors
•  Not
correctly
implemen@ng
analy@cs
•  Not
wrapped
around
business
strategy
•  Not
secng
regular
@me
aside
•  Not
cross
checking
to
support
findings
•  Not
ac@ng
upon
findings
How
can
we
solve
these
issues?

 @georgeioannou

|


  9. 9. BECOME
GOAL
FOCUSED
 @georgeioannou

|


  10. 10. Example:
What
makes
a
great
 customer?
•  RecepHon
 –  Friendly,
happy
and
polite
•  Sales
 –  Someone
who
places
frequent
orders
•  Finance
 –  Someone
who
pays
on
@me
•  CEO
 –  Take
part
in
arranged
events
&
gives
 recommenda@ons
 @georgeioannou

|


  11. 11. What
are
goals?
•  Goals
are
specific
strategies
you
implement
to
 accomplish
your
business
objec@ves
e.g
 –  Increase
revenue
 •  1.
Increase
“Range
of
products”
 •  2.
Improve
“Average
Order
Value”
 •  3.
Reduce
“Fall
out
from
checkout”
 –  Improve
marke@ng
/
Reach
 •  1.
Iden@fy
“Emails
forwarded”
 •  2.
Figure
out
how
to
do
“Social”
 •  3.
Experiment
with
“PPC”
campaigns
 @georgeioannou

|


  12. 12. Why
focus
on
goals?
1.  It
makes
you
ask
ques@ons
about
what
the
 business
objec@ves
are
2.  You
start
looking
at
the
KPI’s
and
metrics
you
 need
to
capture
for
success
3.  It
gives
you
repor@ng
deliverables
Focusing
means
you
don’t
drown
in
meaningless
data
browsing
 @georgeioannou

|


  13. 13. Business
Objec@ves
Doable
Understandable
Manageable
Beneficial
 @georgeioannou

|


  14. 14. KPI’s
&
Metrics
•  Metrics
–
Is
a
count
or
ra@o
 –  Counts
 •  Visits
 •  Time
 •  Pageviews
 
 –  Ra@o
 •  Conversion
rate
(quanta@ve)
 •  Task
comple@on
rate
(quala@ve)
.
The
Web
is
the
most
accountable
channel
on
the
planet
 @georgeioannou

|


  15. 15. Repor@ng
Deliverables
•  Reports
don’t
have
to
be
huge!
•  Not
everyone
is
interested
in
the
same
data.
 Create
mul@‐level
reports
•  Customise
your
dashboards
for
easy
analysis

 @georgeioannou

|


  16. 16. Web
Analy@cs
Measurement
 Framework
 Taken
from
a
presentaHon
of
web
analyHcs
student
‐
MaP
Smedley
 @georgeioannou

|


  17. 17. Show
of
hands…
How
many
people
here
have
heard
of
scorecards?
In
par@cular
balanced
or
 weighted
scorecards?
 @georgeioannou

|


  18. 18. Balanced
Scorecard
•  Kaplan
&
Norton
from
Harvard
Business
School
realised
that
measuring
 the
health
of
an
organisa@on
merely
by
its
financial
results
was
flawed.
 Financial
results
(in
par@cular
Sales
Revenue)
tells
the
story
of
past
events
 without
providing
indicators
to
the
future
success
of
an
organisa@on

 
•  They
suggested
analysing
other
measures
to
give
a
‘balanced’
view
of
an
 organisa@ons
health
 –  Training
 –  HR
 –  Business

 
•  We
can
apply
the
same
concepts
to
our
online
strategy
 @georgeioannou

|


  19. 19. Weigh@ng
the
Scorecard
•  Depending
on
the
importance
of
the
KPI
to
 the
business
•  Different
roles
appreciate
different
KPIs
•  Role
of
the
analyst
is
the
weight
these
to
the
 business
 @georgeioannou

|


  20. 20. Balanced
Scorecard
•  Create
an
execu@ve
dashboard
‐
A
graphical
representa@on
of
your
KPI’s
 and
we
suggest
it
should
be
the
single
access
point
for
management
 teams
to
view
the
success
or
see
which
areas
are
failing
in
your
 organisa@on
 
•  A
single
traffic
light
display
can
show
a
weighted
representa@on
of
the
 importance
of
your
scores
–
green
is
good!

 @georgeioannou

|


  21. 21. Simple
Scorecard
 Monthly
target
 Actual
 Light
Page
impressions
 20,000
 30,000
 @georgeioannou

|


  22. 22. Simple
Scorecard
 Monthly
target
 Actual
 Light
Page
impressions
 20,000
 30,000
Previous
Month
 60,000
(month
on
month)
 @georgeioannou

|


  23. 23. Simple
Scorecard
 Monthly
target
 Actual
 Light
Page
impressions
 20,000
 30,000
Previous
Month
 60,000
(month
on
month)
Conversion
Rate
 3%
 2.5%
Sales
Target
 £10,000
 £12,000
 Overall
 @georgeioannou

|


  24. 24. Simple
Scorecard
 Monthly
target
 Actual
 Light
Page
impressions
 20,000
 30,000
Previous
Month
 60,000
(month
on
month)
Conversion
Rate
 3%
 2.5%
Sales
Target
 £10,000
 £12,000
 Overall
 @georgeioannou

|


  25. 25. Simple
Scorecard
 Monthly
target
 Actual
 Light
Page
impressions
 20,000
 30,000
Previous
Month
 60,000
(month
on
month)
Conversion
Rate
 3%
 2.5%
Sales
Target
 £10,000
 £12,000
 Overall
 @georgeioannou

|


  26. 26. Summary
•  Take
care
of
your
data
ensure
it’s
accurate
•  Start
from
DUMB
business
objec@ves
•  Act
on
Data
and
Re‐act
on
results
 @georgeioannou

|


  27. 27. Thank
you!
 
 George
Ioannou
www.digitalandwise.com
 
 @digitalandwise
 @georgeioannou

|



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