From boring numbers to actual business value


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One great thing about websites is that everything can be measured. However, if you only collect the numbers and don't actually act on them, they will be rather useless and won't generate any value. Drawing on case studies from among others Danske Bank, LEGO and Google, Peter Sejersen will explain how web analytics can be turned into a valuable resource that can drive both online activities specifically and the business overall. Peter is an analyst at J. Boye and moderates several of the community of practice groups in the J. Boye network, including groups on online marketing, social media and web technology.

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From boring numbers to actual business value

  1. 1. From boring numbers to actual business value<br />Peter Sejersen -<br />
  2. 2. Google vs. Grundfos in 2009<br />
  3. 3. Agenda<br /> Google’s secret<br /> Case: LEGO<br /> Online analytics the right way<br /> Case: Danske Bank<br /> Getting started<br />
  4. 4. “Yes, it’s true that a team at Google couldn’t decide between two blues, so they’re testing41 shades between each blue to see which one performs better. I had a recent debate over whether a border should be 3, 4 or 5 pixels wide, and was asked to prove my case. I can’t operate in an environment like that.”<br />- Douglas Bowman, Google's (former) Visual Design Leader,<br />
  5. 5. Google’s Secret?<br />They let the numbers decide<br />
  6. 6. B2B vs B2C<br />“Being B2B doesn't free the site from attending to the conventional best practices of e-commerce design. The entire distinction between B2B and B2C is rather artificial.”<br />- Jakob Nielsen<br />
  7. 7. Agenda<br />Google’s secret<br />Case: LEGO<br /> Online analytics the right way<br /> Case: Danske Bank<br /> Getting started<br />
  8. 8. Case study: LEGO<br />
  9. 9. LEGO’sorganisational setup<br /><ul><li>“Online Intelligence” department with 3 people
  10. 10. Works with existing websites + new projects
  11. 11. Focus on training and self service (+ a service hotline)
  12. 12. Continuous buy-in from top management
  13. 13. Focus on few KPIs – and remember to set actions</li></li></ul><li>Agenda<br />Google’s secret<br />Case: LEGO<br />Online analytics the right way<br /> Case: Danske Bank<br /> Getting started<br />
  14. 14. Online Analytics the right way<br />1: Commitment<br />
  15. 15. Online Analytics the right way<br />2: Organisation<br />
  16. 16. Online Analytics the right way<br />3: People over tools<br />“10% of the budget should be spent on tools, and 90% spent on people (brains) who will be responsible for the insights.”<br />- AvinashKaushik, Web Analytics an Hour a Day<br />
  17. 17. Agenda<br />Google’s secret<br />Case: LEGO<br />Online analytics the right way<br />Case: Danske Bank<br /> Getting started<br />
  18. 18. Case study: Danske Bank<br />
  19. 19. Danske Bank: Commitment<br />
  20. 20. Danske Bank: Book a meeting<br /><ul><li>Improved the formula for “Book a meeting”
  21. 21. Improved the conversion rate by 2% = 1900 meetings pr. year
  22. 22. Outcome: more money earned and money saved via self-service
  23. 23. But… how to interpret the number?</li></li></ul><li>Danske Bank: Organisation<br /><ul><li>3 full time employees (actually 1 + 4 half-time)
  24. 24. Competencies: Finances, commercial, marketing, technology, coding, business understanding.
  25. 25. Still a part of the web team – but getting more and more involved in the business
  26. 26. Communication: Need to speak many languages
  27. 27. Training: Training, training, training… and training!</li></li></ul><li>Agenda<br />Google’s secret<br />Case: LEGO<br />Online analytics the right way<br />Case: Danske Bank<br /> Getting started<br />
  28. 28. Pick the low-hanging fruits<br />
  29. 29. Content – is it worth the effort?<br />Views<br />Content items<br />
  30. 30. Share the intelligence<br />On the desks of the editors<br />In the report for your manager<br />In the internal newsletter<br />In your annual employee evaluation<br />In the redesign documentation<br />On the intranet<br />In the cantina<br />…<br />
  31. 31. World’s best survey<br />Why did you come this time?<br />Did you achieve your objective?<br />If not, why not?<br />
  32. 32. Think tracking!<br />
  33. 33. Thank you! - Questions?<br />Join other online professionals:<br />J. Boye group on LinkedIn (+500 international practitioners)<br />
  34. 34. About J. Boye<br />Independent networking and knowledge sharing firm<br />Community of practice: +300 members; practitioners only<br />Members in Denmark, Europe, Germany, UK and USA<br />