Establishing your
Online Analytics Maturity
Stéphane Hamel
immeria.net
San Jose, May, 2009

Web Analytics Maturity 5. Competing on analytics
Management 4. Culture
3. Senior management
5
2. Director
1. A project
0. No champion
4
Tools Objectives
Strategic .5 3
5. Competing on analytics
CRM .4
4. Business Optimization
eMarketing .3
3. eBusiness Optimization
Behaviour Optimization .2 2
2. eMarketing Optimization
Web metrics .1
1. Request list
No web analytics .0
0. Undefined
1
Methodology Scope
Agile approach .5 5. Competing on analytics
Agile methodology (online) .4 4. Online ecosystem
Continuous improvement process .3 3. Single website
Department/team metho .2 2. Specific online activity/sector
Analyst’s own .1 1. HiPPO
No methodology .0 0. Improvisation
Experienced/multidisciplinary .5
Multidisciplinary .4
Distributed team .3
Resources
Single analyst .2
Project approach .1
Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
No dedicated resources .0

Critical Success Factors
“...critical activities required for ensuring
the success of your business.
...
The term was initially used in the world of
data analysis, and business analysis.”
Wikipedia
Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net

Critical Success Factors
Management
Objectives
Scope
Resources
Methodology & process
Tools & Technology
Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net

Champion
 Management role or strong influence
 Promote web analytics
 To higher management
 Collaborators
 Teams
 Change agent
 Approve and defend the strategy, goals & objectives
Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net

Roadmap
Overall Business • What is this business trying to accomplish?
Strategy
• What are the short and long term objectives to
Goals & Objectives achieve the strategy?
Key Business • What are the important execution steps to
meet the goals & objectives?
Drivers
Key Performance • What measure of success are tied to the
drivers?
Indicators
• What are the detailed measures that feed and
Supporting Metrics augment the KPIs?
Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net

Management
5. Competing on analytics
4. Part of the culture
3. Senior manager
2. Director or team lead
1. Project manager
0. No champion
Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net

Be SMARTer!
Specific
Measurable
Achievable
Realistic
Timely
Ethical/Engaging
Resources
Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net

Objectives
5. Competing on analytics
4. Business optimization
3. eBusiness optimization
2. eMarketing optimization
1. Request/task list
0. Undefined
Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net

Ecosystem
« a system formed by the interaction
of a community of organisms with
their physical environment »
WordNet, Princeton University
Graph generated with touchgraph.com
Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net

Scope
5. Competing on analytics
4. Online ecosystem
3. Single website
2. Specific online activity/sector
1. HiPPO
0. Improvisation
Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net

Ultimate Team
Strategy
Business Goals
Q&A Business requirement &
Actionable insight objectives
Empowered
teamwork
Analysis Technology
Statistics Technological capabilities &
Analytical mindset constraints
Means, tools and data
Synthesis Information architecture
Communication Tagging & BI
Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net

Resources
5. Experienced/empowered business
users
4. Multidisciplinary team
3. Distributed team
2. Full time analyst
1. Project team
0. No dedicated resources
Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net

SixSigma 6σ
• A set of practices aiming at systematically
improving processes by eliminating defects
• Leveraging segmentation,
slicing & dicing of data, KPIs Define
• Continuous improvement
process for a changing Control Measure
environment
Improve Analyze
Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net

Methodology
5. Agile approach (throughout)
4. Agile methodology (online)
3. Continuous improvement process
2. Department/team methodology
1. Analyst’s own way
0. No methodology
Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net

Tools Maturity Level 5
Level 4 Corporate
Performance
Level 3 Management
Level 2 CRM • Multichannel sales
report
Level 1 E-Marketing • Activity-based
• Multichannel
Behavior costing
aggregation
Optimization • Balanced
• Merchandising • Cost-shifting
Web Metrics scorecards
• Segmentation analysis
• Path analysis • Strategic planning
• Lifetime value
• Search Engine
• Funnel reports
• Visitors, Visits, • Predictive
• Personalization
Optimization
• A/B testing
Page Views Analytics
• Campaign • Analytics based
•
• Top 10’s Key Performance Optimization content serving
Indicators
• Demographic • Personas • Process analytics
• Dashboards
• Technographics • KPI alerts (decision support) Strategic Web
• Top entry/exit
• Performance
330° view of customer (30° of privacy)
• Capacity
• Security Optimize the channel
Business driven, working on metrics, accuracy and process
IT driven, “feel good” information, few decisions, minimal value
Adapted rfom Bill Gassman, Industry Analyst, Gartner, presented at eMetrics Summit 2007, San Francisco
Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net

Tools
5. Strategic Web
4. Customer Relationship Management
3. eMarketing
2. Behaviour Optimization
1. Web metrics
0. No web analytics
Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net

Typical
Management
• Focus on the tools
• Ambitious objectives
• Lack of commitment &
resources
• Inexperienced and no
agile methodology
Scope
Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net

Focused
Management
• Start small
• Well balanced
Scope
Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net

Doomed!
Management
• Fix your issues...
• Get experienced and
comfortable before moving
on
• Unrealistic
objectives/scope
• Minor improvements to
resources and
methodology (ex.
“borrowing” from IT for
some areas of the project)
Scope
Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net

Management
• Grow your web
analytics maturity
• Keep balanced
• Don’t seek to grow
more than 1 level at a
time
Scope
Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net

immeria: an immersion in analytics
consulting::education::research
Stéphane Hamel
shamel@immeria.net
immeria.net
Twitter @immeria
LinkedIn.com/in/shamel