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Creating a Culture of
       Analytics
       John Lovett
       Senior Partner, Web Analytics Demystified
       @johnlove...
2

Thursday, May 27, 2010
3

Thursday, May 27, 2010
Lessons Learned Camping Under a Glacier

          Change is constant

          Micro details shape the macro picture

  ...
Business Culture Is:
       “A blend of the values, beliefs, taboos, symbols,
        rituals and myths all companies deve...
Agenda: Creating A Culture of Analytics
          Find True North

          Create a Waterfall Strategy

          Become...
FIND TRUE NORTH




Thursday, May 27, 2010
FIND TRUE NORTH




Thursday, May 27, 2010
True North Within the Enterprise




                                        8

Thursday, May 27, 2010
True North Within the Enterprise




                         Gut Feel
                                        8

Thursday...
True North Within the Enterprise
                         Data Driven




                          Gut Feel
             ...
True North Within the Enterprise
                         Data Driven




                                       Tradition...
True North Within the Enterprise
                           Data Driven




              Innovative                 Tradi...
True North Within the Enterprise
                              Data Driven
               Confucianism


              Inn...
True North Within the Enterprise
                              Data Driven
               Confucianism


              Inn...
True North Within the Enterprise
                              Data Driven
               Confucianism


              Inn...
True North Within the Enterprise
                              Data Driven
               Confucianism


              Inn...
SUCCESS IS
   HARD TO FIND



                         9

Thursday, May 27, 2010
THERE ARE NO
   DIRECTIONS YOU
   CAN FOLLOW ...



Thursday, May 27, 2010
THERE IS ONLY
    PEOPLE,
    PROCESS,
    AND
    TECHNOLOGY


Thursday, May 27, 2010
Assess Your People
         People are critical to analysis

         Individual analysts cannot succeed alone

         A...
LEADERSHIP IS
      ESSENTIAL




  Flickr: le_phi72       13

Thursday, May 27, 2010
Assess Your Process




                           14

Thursday, May 27, 2010
Assess Your Process
     1. Who within your organization comes into contact with digital data?




                       ...
Assess Your Process
     1. Who within your organization comes into contact with digital data?

     2. What sources of di...
Assess Your Process
     1. Who within your organization comes into contact with digital data?

     2. What sources of di...
Assess Your Process
     1. Who within your organization comes into contact with digital data?

     2. What sources of di...
Assess Your Process
     1. Who within your organization comes into contact with digital data?

     2. What sources of di...
Assess Your Process
     1. Who within your organization comes into contact with digital data?

     2. What sources of di...
Instill a Test & Learn Practice
         Organize
         Hypothesize
         Summarize
         Proselytize



        ...
Assess Your Technology
          Simple presentation tools
          Flexible data repositories
          Powerful data ma...
Beware the Wobbly Technology Stack




 Flickr: escher                            17

Thursday, May 27, 2010
Recognize Your Capabilities

                         Visitor        Scope of Insight       Session
                      ...
True North Ain’t Always Pretty
          Take a realistic assessment of your company

          Identify levers that trigg...
CREATE A WATERFALL
       STRATEGY
Thursday, May 27, 2010
The Waterfall Strategy
          Corporate Goals

                     Business Objectives

                          Meas...
The Waterfall Strategy: Goals
          Corporate Goals = Vision

                         Understand, embrace and support...
The Waterfall Strategy: Objectives
          Business Objectives = Strategy

                         Foster Dialog
      ...
The Waterfall Strategy: Measures
         Measures of Success = Management

                         Key Performance Indic...
The Waterfall Strategy
         Operational Tactics = Execution

                         Specific campaigns
              ...
A Social Marketing Example...
          Goal

          Objective

          Measures

          Tactics
                 ...
A Social Marketing Example...
          Goal            Increase Awareness




          Objective

          Measures

  ...
A Social Marketing Example...
          Goal            Increase Awareness




          Objective

          Measures

  ...
A Social Marketing Example...
          Goal            Increase Awareness




          Objective              Foster
   ...
A Social Marketing Example...
          Goal               Increase Awareness




          Objective                  Fos...
A Social Marketing Example...
          Goal               Increase Awareness




          Objective                   Fo...
A Social Marketing Example...
          Goal               Increase Awareness




          Objective                   Fo...
A Social Marketing Example...
          Goal               Increase Awareness




          Objective                   Fo...
A Social Marketing Example...
          Goal               Increase Awareness




          Objective                   Fo...
A Social Marketing Example...
          Goal               Increase Awareness




          Objective                   Fo...
A Social Marketing Example...
          Goal               Increase Awareness




          Objective                   Fo...
A Social Marketing Example...
          Goal               Increase Awareness




          Objective                   Fo...
A Social Marketing Example...
          Goal               Increase Awareness




          Objective                   Fo...
SOCIAL BRANDING

     • http://www.youtube.com/watch?
       v=am1PlnbWHAY




                                       27

...
28

Thursday, May 27, 2010
29

Thursday, May 27, 2010
USE A MEASUREMENT FRAMEWORK




                                   30

Thursday, May 27, 2010
THE FRAMEWORK BEGINS WITH GOALS




                          !"#$%&''
                         (%)*+,-.'
                ...
...FROM GOALS STEM OBJECTIVES


                                    !"#$%&'
                                    ()*+",'


...
...THEN MEASURES OF SUCCESS
                                                  ./01%#,%*
                                  ...
TACTICS...
                                                  ./01%#,%*
                                                 2#...
./01%#,%*
                                                 2#3(3%4%#5*
                                        6-(&%*     ...
A Waterfall Strategy Carries Ideas...
         Facilitates collaboration with multiple stakeholders

         Sets expecta...
BECOME A STORYTELLER




Thursday, May 27, 2010
Cultures Are Built Upon Stories
         Master the art of good storytelling

         Support stories with evidence and f...
Elements of a Good Story...
         A good story:
            begins with a strong dilemma...
            that builds to ...
-   dilemma...
                         -   crisis...
                         -   decision...
                         - ...
Just the Facts Please



                   “In God we trust. All others bring data.”
                                    ...
The Devil’s in the Details
         Offer “appetizer” information

         Avoid hieroglyphics

         Understand your o...
The Analytical Hierarchy of Needs


                         Recommenda4ons

                             Insights
       ...
Celebrate Success
         Create internal heroes and legends

         Showcase capabilities through storytelling

      ...
Flickr: cotmweasel      45

Thursday, May 27, 2010
Flickr: cotmweasel      45

Thursday, May 27, 2010
What’s Your Story?
         Make it familiar

         Ensure it’s meaningful

         Tell it with conviction



       ...
Building a Culture of Analytics
         Find true north

         Create a waterfall strategy

         Become a storytel...
Want To Learn More?




                           48

Thursday, May 27, 2010
John Lovett, CWA
       Senior Partner, Web Analytics Demystified
       John.Lovett@webanalyticsdemystified.com
       (603...
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Creating a Culture of Analytics

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The digital revolution has shattered the rules of reaching, attracting, and retaining customers. By creating a culture of analytics and developing a strategic plan for operating in today’s environment, organizations are achieving success.

Web analytics veteran, John Lovett, will outline a methodology for creating a culture of analytics within your organization, including a roadmap for using data to serve customers effectively and measuring the results of social media marketing.

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Transcript of "Creating a Culture of Analytics"

  1. 1. Creating a Culture of Analytics John Lovett Senior Partner, Web Analytics Demystified @johnlovett Insights from Web Analytics Demystified www.webanalyticsdemystified.com Thursday, May 27, 2010
  2. 2. 2 Thursday, May 27, 2010
  3. 3. 3 Thursday, May 27, 2010
  4. 4. Lessons Learned Camping Under a Glacier Change is constant Micro details shape the macro picture Culture evolves at a glacial pace 4 Thursday, May 27, 2010
  5. 5. Business Culture Is: “A blend of the values, beliefs, taboos, symbols, rituals and myths all companies develop over time.” ~ Entrepreneur Thursday, May 27, 2010
  6. 6. Agenda: Creating A Culture of Analytics Find True North Create a Waterfall Strategy Become a Storyteller 6 Thursday, May 27, 2010
  7. 7. FIND TRUE NORTH Thursday, May 27, 2010
  8. 8. FIND TRUE NORTH Thursday, May 27, 2010
  9. 9. True North Within the Enterprise 8 Thursday, May 27, 2010
  10. 10. True North Within the Enterprise Gut Feel 8 Thursday, May 27, 2010
  11. 11. True North Within the Enterprise Data Driven Gut Feel 8 Thursday, May 27, 2010
  12. 12. True North Within the Enterprise Data Driven Traditional Gut Feel 8 Thursday, May 27, 2010
  13. 13. True North Within the Enterprise Data Driven Innovative Traditional Gut Feel 8 Thursday, May 27, 2010
  14. 14. True North Within the Enterprise Data Driven Confucianism Innovative Traditional Gut Feel 8 Thursday, May 27, 2010
  15. 15. True North Within the Enterprise Data Driven Confucianism Innovative Traditional Darwinism Gut Feel 8 Thursday, May 27, 2010
  16. 16. True North Within the Enterprise Data Driven Confucianism Innovative Traditional Darwinism Gut Feel 8 Thursday, May 27, 2010
  17. 17. True North Within the Enterprise Data Driven Confucianism Innovative Traditional Darwinism Gut Feel 8 Thursday, May 27, 2010
  18. 18. SUCCESS IS HARD TO FIND 9 Thursday, May 27, 2010
  19. 19. THERE ARE NO DIRECTIONS YOU CAN FOLLOW ... Thursday, May 27, 2010
  20. 20. THERE IS ONLY PEOPLE, PROCESS, AND TECHNOLOGY Thursday, May 27, 2010
  21. 21. Assess Your People People are critical to analysis Individual analysts cannot succeed alone Analytics is a team effort 12 Thursday, May 27, 2010
  22. 22. LEADERSHIP IS ESSENTIAL Flickr: le_phi72 13 Thursday, May 27, 2010
  23. 23. Assess Your Process 14 Thursday, May 27, 2010
  24. 24. Assess Your Process 1. Who within your organization comes into contact with digital data? 14 Thursday, May 27, 2010
  25. 25. Assess Your Process 1. Who within your organization comes into contact with digital data? 2. What sources of digital data are used for analysis and insights? 14 Thursday, May 27, 2010
  26. 26. Assess Your Process 1. Who within your organization comes into contact with digital data? 2. What sources of digital data are used for analysis and insights? 3. Where are the pockets of digital data success or resistance within your company? 14 Thursday, May 27, 2010
  27. 27. Assess Your Process 1. Who within your organization comes into contact with digital data? 2. What sources of digital data are used for analysis and insights? 3. Where are the pockets of digital data success or resistance within your company? 4. When is digital data disseminated throughout your organization? 14 Thursday, May 27, 2010
  28. 28. Assess Your Process 1. Who within your organization comes into contact with digital data? 2. What sources of digital data are used for analysis and insights? 3. Where are the pockets of digital data success or resistance within your company? 4. When is digital data disseminated throughout your organization? 5. Why are some digital data projects more successful than others? 14 Thursday, May 27, 2010
  29. 29. Assess Your Process 1. Who within your organization comes into contact with digital data? 2. What sources of digital data are used for analysis and insights? 3. Where are the pockets of digital data success or resistance within your company? 4. When is digital data disseminated throughout your organization? 5. Why are some digital data projects more successful than others? 6. How does digital data currently affect change within your organization? 14 Thursday, May 27, 2010
  30. 30. Instill a Test & Learn Practice Organize Hypothesize Summarize Proselytize 15 Thursday, May 27, 2010
  31. 31. Assess Your Technology Simple presentation tools Flexible data repositories Powerful data manipulation environment Rich analytical modeling capabilities 16 Thursday, May 27, 2010
  32. 32. Beware the Wobbly Technology Stack Flickr: escher 17 Thursday, May 27, 2010
  33. 33. Recognize Your Capabilities Visitor        Scope of Insight       Session Voice of Customer Social Web Analytics Analytics Integrated View of Visitor Behavior Customer Experience Mgt Quan4ta4ve       Type of Data       Qualita4ve 18 Thursday, May 27, 2010
  34. 34. True North Ain’t Always Pretty Take a realistic assessment of your company Identify levers that trigger change Understand your measurement capabilities 19 Thursday, May 27, 2010
  35. 35. CREATE A WATERFALL STRATEGY Thursday, May 27, 2010
  36. 36. The Waterfall Strategy Corporate Goals Business Objectives Measures of Success Operational Tactics 21 Thursday, May 27, 2010
  37. 37. The Waterfall Strategy: Goals Corporate Goals = Vision Understand, embrace and support Socialize goals widely Leverage motivating factors 22 Thursday, May 27, 2010
  38. 38. The Waterfall Strategy: Objectives Business Objectives = Strategy Foster Dialog Promote Advocacy Facilitate Support Spur Innovation 23 Thursday, May 27, 2010
  39. 39. The Waterfall Strategy: Measures Measures of Success = Management Key Performance Indicators… Provide context Set expectations Mandate actions 24 Thursday, May 27, 2010
  40. 40. The Waterfall Strategy Operational Tactics = Execution Specific campaigns Channel preferences Closed loop feedback 25 Thursday, May 27, 2010
  41. 41. A Social Marketing Example... Goal Objective Measures Tactics 26 Thursday, May 27, 2010
  42. 42. A Social Marketing Example... Goal Increase Awareness Objective Measures Tactics 26 Thursday, May 27, 2010
  43. 43. A Social Marketing Example... Goal Increase Awareness Objective Measures Tactics 26 Thursday, May 27, 2010
  44. 44. A Social Marketing Example... Goal Increase Awareness Objective Foster Dialog! Measures Tactics 26 Thursday, May 27, 2010
  45. 45. A Social Marketing Example... Goal Increase Awareness Objective Foster Dialog! Measures Share of Voice! Tactics 26 Thursday, May 27, 2010
  46. 46. A Social Marketing Example... Goal Increase Awareness Objective Foster Dialog! Measures Share of Voice! Audience Engage- ment! Tactics 26 Thursday, May 27, 2010
  47. 47. A Social Marketing Example... Goal Increase Awareness Objective Foster Dialog! Measures Share of Voice! Audience Conversa- tion Reach! Engage- ment! Tactics 26 Thursday, May 27, 2010
  48. 48. A Social Marketing Example... Goal Increase Awareness Objective Foster Dialog! Measures Share of Voice! Audience Conversa- tion Reach! Engage- ment! Tactics 26 Thursday, May 27, 2010
  49. 49. A Social Marketing Example... Goal Increase Awareness Objective Foster Dialog! Measures Share of Voice! Audience Conversa- tion Reach! Engage- ment! Tactics 26 Thursday, May 27, 2010
  50. 50. A Social Marketing Example... Goal Increase Awareness Objective Foster Dialog! Measures Share of Voice! Audience Conversa- tion Reach! Engage- ment! Tactics 26 Thursday, May 27, 2010
  51. 51. A Social Marketing Example... Goal Increase Awareness Objective Foster Dialog! Measures Share of Voice! Audience Conversa- tion Reach! Engage- ment! Tactics 26 Thursday, May 27, 2010
  52. 52. A Social Marketing Example... Goal Increase Awareness Objective Foster Dialog! Measures Share of Voice! Audience Conversa- tion Reach! Engage- ment! Tactics 26 Thursday, May 27, 2010
  53. 53. A Social Marketing Example... Goal Increase Awareness Objective Foster Dialog! Measures Share of Voice! Audience Conversa- tion Reach! Engage- ment! Tactics 26 Thursday, May 27, 2010
  54. 54. SOCIAL BRANDING • http://www.youtube.com/watch? v=am1PlnbWHAY 27 Thursday, May 27, 2010
  55. 55. 28 Thursday, May 27, 2010
  56. 56. 29 Thursday, May 27, 2010
  57. 57. USE A MEASUREMENT FRAMEWORK 30 Thursday, May 27, 2010
  58. 58. THE FRAMEWORK BEGINS WITH GOALS !"#$%&'' (%)*+,-.' /"%&0' 31 Thursday, May 27, 2010
  59. 59. ...FROM GOALS STEM OBJECTIVES !"#$%&' ()*+",' 465&' !"#$%&'' -&"."$%' 788"1*9"8'(%)*+,-.'/01"2*23' /"%&0' !*2)+)$*$%' 4566"&$' 32 Thursday, May 27, 2010
  60. 60. ...THEN MEASURES OF SUCCESS ./01%#,%* 2#3(3%4%#5* 6-(&%* !"#$%&'()"#* "7*8"1,%* +%(,-* >";1,* !"#$%&' .,)$%* >&%#0'* ()*+",' .0$",(5%'* 6%#)4%#5* 465&' !"#$%&'' .0$",(5%* -&"."$%' +()"* 788"1*9"8'(%)*+,-.'/01"2*23' :#</%#,%* /"%&0' :0%(* !*2)+)$*$%' .0$",(,9* :4;(,5* 4566"&$' :4;(,5* +%'"=/)"#* 6()'7(,)"#* +(5%* 6,"&%* +%'"=/)"#* >14%* 33 Thursday, May 27, 2010
  61. 61. TACTICS... ./01%#,%* 2#3(3%4%#5* 6-(&%* !"#$%&'()"#* "7*8"1,%* +%(,-* >";1,* !"#$%&' .,)$%* >&%#0'* ()*+",' .0$",(5%'* 6%#)4%#5* 465&' !"#$%&'' .0$",(5%* -&"."$%' +()"* 788"1*9"8'(%)*+,-.'/01"2*23' :#</%#,%* /"%&0' :0%(* !*2)+)$*$%' .0$",(,9* :4;(,5* 4566"&$' :4;(,5* +%'"=/)"#* 6()'7(,)"#* +(5%* 6,"&%* +%'"=/)"#* >14%* 34 Thursday, May 27, 2010
  62. 62. ./01%#,%* 2#3(3%4%#5* 6-(&%* !"#$%&'()"#* "7*8"1,%* +%(,-* >";1,* !"#$%&' .,)$%* >&%#0'* ()*+",' .0$",(5%'* 6%#)4%#5* 465&' !"#$%&'' .0$",(5%* -&"."$%' +()"* 788"1*9"8'(%)*+,-.'/01"2*23' :#</%#,%* /"%&0' :0%(* !*2)+)$*$%' .0$",(,9* :4;(,5* 4566"&$' :4;(,5* +%'"=/)"#* 6()'7(,)"#* +(5%* 6,"&%* +%'"=/)"#* >14%* 35 Thursday, May 27, 2010
  63. 63. A Waterfall Strategy Carries Ideas... Facilitates collaboration with multiple stakeholders Sets expectations and mandates actions Introduces process amid potential chaos Places efforts in business context 36 Thursday, May 27, 2010
  64. 64. BECOME A STORYTELLER Thursday, May 27, 2010
  65. 65. Cultures Are Built Upon Stories Master the art of good storytelling Support stories with evidence and facts Celebrate successes by sharing stories 38 Thursday, May 27, 2010
  66. 66. Elements of a Good Story... A good story: begins with a strong dilemma... that builds to a crisis... which forces a decision and action... leading to a resolution... by the protagonist. 39 Thursday, May 27, 2010
  67. 67. - dilemma... - crisis... - decision... - resolution... Flickr: gjik - Hero. 40 Thursday, May 27, 2010
  68. 68. Just the Facts Please “In God we trust. All others bring data.” ~W. Edwards Deming 41 Thursday, May 27, 2010
  69. 69. The Devil’s in the Details Offer “appetizer” information Avoid hieroglyphics Understand your organization’s hierarchy of needs 42 Thursday, May 27, 2010
  70. 70. The Analytical Hierarchy of Needs Recommenda4ons Insights Informa4on Data 43 Thursday, May 27, 2010
  71. 71. Celebrate Success Create internal heroes and legends Showcase capabilities through storytelling Offer plentiful opportunities to learn 44 Thursday, May 27, 2010
  72. 72. Flickr: cotmweasel 45 Thursday, May 27, 2010
  73. 73. Flickr: cotmweasel 45 Thursday, May 27, 2010
  74. 74. What’s Your Story? Make it familiar Ensure it’s meaningful Tell it with conviction 46 Thursday, May 27, 2010
  75. 75. Building a Culture of Analytics Find true north Create a waterfall strategy Become a storyteller 47 Thursday, May 27, 2010
  76. 76. Want To Learn More? 48 Thursday, May 27, 2010
  77. 77. John Lovett, CWA Senior Partner, Web Analytics Demystified John.Lovett@webanalyticsdemystified.com (603) 262-5636 or @johnlovett Insights from Web Analytics Demystified www.webanalyticsdemystified.com Thursday, May 27, 2010
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