Introducing Insightr “InSite”
Website Governance, Measurement & Analytics

What is InSite?
A process to help organisations realise the value of digital business
through structured web measurement and analytics
© All Rights Reserved / 2009 Insightr Consulting"
DATE September 09 SLIDE 2

Why do you need InSite?
Source: Modified from eMarketer Visualisation via Unica & eMedia “The Web Analytics War: Reader Survey” (Sept 2009)"
Web Analytics is a headache*
* eMarketer September 2009
© All Rights Reserved / 2009 Insightr Consulting"
DATE September 09 SLIDE 3

Insightr website measurement process.
1
Business  Business Appraisal
Establish strategic business goals, assess measurement maturity, understand processes
Analysis
2
Stakeholder Interviews
Set objectives with business leaders, define goals and ownership of these
3
Systems Audit
Identify current sources of data, identify gaps, opportunities and technology needed
Data 4
Metrics & KPI Plan
Document agreed metrics and KPI’s, create data relationships and drill downs,
Planning
5
Monetisation / Goals
Create ROI model for acquisition / retention, set benchmarks against targets
Data 6
Data Design
Document data capture process, identify variable, dimension & metric scope
Collection
7
Implement & Code
Project management of application coding process, administration of analytics tools
8
Report &
Reporting
Design report templates, prepare data extraction and design data visualisations
Analyse
9
Relate metrics and KPI’s to campaigns / projects, analyse impact and predict results
Analysis
10
Provide recommendations for performance improvements, set new targets & goals
Action Planning
© All Rights Reserved / 2009 Insightr Consulting"
DATE September 09 SLIDE 4

Business Appraisal
• Business Appraisal the process of establishing strategic objectives for the
business / project. We aim to understand current measurement processes
and create broad measurement driven frameworks. "
• This work is carried out through the use of an established WAMM (Web
Analytics Maturity Model) to template current and expected status "
• Deliverables:"
• Project planning & Initial goal setting discovery "
• Stakeholder identification& Review of project work already in progress "
• Face to face meetings with clients"
© All Rights Reserved / 2009 Insightr Consulting"
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Stakeholder Interviews
• Our Stakeholder Interviews gather business leadership requirements on
measurement challenges; understanding how the business measures itself
and what needs to be done to improve, fix, streamline internal processes."
• Deliverables:"
• Survey question preparation "
• Managing pre-interview survey (launching, hosting, analysis) "
• Running interviews / workshop sessions on-site "
• Notes write-up "
• Secondary (follow-up) telephone interviews "
• Final write-up "
© All Rights Reserved / 2009 Insightr Consulting"
DATE September 09 SLIDE 6

Systems Audit
• In the Systems Audit, the analyst will inspect the current measurement
systems (metrics, reports), tool selection &or implementation, organisational
structure to ensure that future recommendations align with current state and
that changes can be successfully integrated."
• Deliverables:"
• Review of current metrics "
• Digital tactic analysis "
• Audit of current technologies and measurement plans"
• Exploration of systems (web and partners)"
• Identification of data issues, platform issues (eg tracking web 2.0,
social media)"
© All Rights Reserved / 2009 Insightr Consulting"
DATE September 09 SLIDE 7

Metrics & KPI Plan
• The measurement plan is the core reference document for providing
reporting and analysis structures – by ensuring standardization and
agreement on metrics and enabling efficient data collection processes to be
rolled out."
• Deliverables:"
• Mapping tactics to metrics "
• Documenting metrics "
• Framework development "
• Prioritization of metrics "
• Presentation and reviews "
© All Rights Reserved / 2009 Insightr Consulting"
DATE September 09 SLIDE 8

Monetisation / Goals
• Developing a Monetization and Goals model supplements the
measurement plan by creating targets with dollar values attributed to them in
which to measure success and ROI of the project. By monetizing we help
provide ROI calculations for projects"
• Deliverables:"
• Identify project goals according to measurement plan"
• Create a value matrix for goals (eg lead is worth $50)"
• Create tiered model for goals (high, med, low) for importance and
value (for weighting)"
• Create scenario plan for conversion events required to break even"
© All Rights Reserved / 2009 Insightr Consulting"
DATE September 09 SLIDE 9

Data Design
• In Data Design we take the measurement plan and transform into a tactical
variable design document that identifies exactly how we are going to capture
data that can later be exported and visualised in a report. This involves two
key processes – identification of dimensions and creation of metrics. "
• Deliverables:"
• Dimension & Metric creation"
• Wireframe, IA review "
• Consulting on tool selection "
© All Rights Reserved / 2009 Insightr Consulting"
DATE September 09 SLIDE 10

Implement & Code
• Implementation is a critical component in the process, making sure that
data collection methodologies are well formed, that web engineers are able
to code for this and that data collected is well formed via rigorous QA are all
important deliverables in this stage. "
• Deliverables:"
• Develop tagging documents "
• Engineer walk-through "
• Tool configuration "
• QA and testing "
© All Rights Reserved / 2009 Insightr Consulting"
DATE September 09 SLIDE 11

Reporting
• Reporting configuration and automation are the primary objectives here.
Streamlined processes will free stakeholders from populating data to
enabling data driven decision making."
• Deliverables:"
• Report template design"
• Data extraction "
• Data visualization / charting / formatting "
• Report automation "
© All Rights Reserved / 2009 Insightr Consulting"
DATE September 09 SLIDE 12

Analysis
• Analysis of your data is done to provide insight that will help your business
go beyond expected goals. Our analysis approaches are based on over a
decadeʼs experience in deriving segmented and targeted learnings from
complex web data that will ensure you and your management team get more
ROI from digital investments"
• Deliverables:"
• Brainstorming and identification of analysis opportunities"
• Data collection and management"
• Interpretation shared and next steps analysis /presentation"
© All Rights Reserved / 2009 Insightr Consulting"
DATE September 09 SLIDE 13

Action Planning
• Action Planning is a collaborative exercise where analytical insight is
transformed into strategic and tactical process or content recommendations
are developed. Typically action planning leads directly into the introduction
of testing programs via a2a (Analysis to Action)"
• Deliverables:"
• Project plan identifying key follow up analysis projects"
• Identification of testing plans and strategy to deploy improvements"
• Partnership with agencies to develop content and user experience fixes"
© All Rights Reserved / 2009 Insightr Consulting"
DATE September 09 SLIDE 14

Test, Optimise & Learn
• Using our a2a (Analysis to Action) process we are able to achieve what most
organisations struggle with: making data relevant, actionable and a causal
factor in generating and increasing digital marketing ROI "
• Deliverables:"
• Testing plan and prioritisation matrix"
• Partnership with agencies to develop and deploy test content to sites"
• Observation and Analysis of test data"
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DATE September 09 SLIDE 15

If this is of interest to you, let’s talk about your business
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DATE September 09 SLIDE 16

talk@insightr.com
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DATE September 09 SLIDE 17