• Save
Web Analytics Maturity Model
 

Like this? Share it with your network

Share

Web Analytics Maturity Model

on

  • 30,166 views

Presentation at eMetrics Marketing Optimization Summit (San Jose, May 2009), about the Web Analytics Maturity Model I'm working on.

Presentation at eMetrics Marketing Optimization Summit (San Jose, May 2009), about the Web Analytics Maturity Model I'm working on.

Statistics

Views

Total Views
30,166
Views on SlideShare
26,751
Embed Views
3,415

Actions

Likes
124
Downloads
0
Comments
7

40 Embeds 3,415

http://blog.immeria.net 1140
http://www.analiticaweb.es 680
http://online-behavior.com 608
http://www.webanalyticsindia.net 334
http://logmania.masakiplus.net 319
http://www.slideshare.net 75
http://www.maxx-online.eu 56
http://www.empresasandalucia.com 56
http://www.mertanen.info 56
http://www.benqt.com 14
http://www.linkedin.com 11
http://feeds2.feedburner.com 8
http://ankitnagarsheth.com 6
http://feeds.feedburner.com 5
http://elearningf2.creaformacion.com 5
http://localhost 4
http://campuscepyme.ceoeformacion.es 4
http://fomentconsorci2011.descartesmultimedia.com 4
http://campusceoe.ceoeformacion.es 2
http://ceuta2012.formaciondigital.com 2
https://twitter.com 2
http://ceuta2011.formaciondigital.com 2
http://ceuta2013.formaciondigital.com 2
http://aedavanza.mt-school.com 2
http://www.lmodules.com 2
http://translate.googleusercontent.com 2
http://twitter.com 1
http://115.112.206.131 1
http://www.queleemos.com 1
file:// 1
http://www.ankitnagarsheth.com 1
http://www.frisidee.nl 1
http://www.speakerfile.com 1
http://q5cgjagla895uasnsntipfsk9i8bu69k.ig.ig.gmodules.com 1
http://fehr.mt-school.com 1
http://cache.yahoofs.jp 1
http://webcache.googleusercontent.com 1
http://beta.analiticaweb.es 1
http://static.slidesharecdn.com 1
http://health.medicbd.com 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

15 of 7 Post a comment

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • @dogdog7 I'm happy to share online but I'm not sharing the original slides - if you want I can send you a PDF. Email me at shamel at cardinalpath.com
    Are you sure you want to
    Your message goes here
    Processing…
  • I would be glad if you could send me this presentation @ henry.fan@oracle.com please. thks
    Are you sure you want to
    Your message goes here
    Processing…
  • We thought you might like to know we added Benchmarking Establishing your Online Analytics Maturity to benQt: the E-Business knowledge resource. If you have relevant contributions, please join and add them.
    Are you sure you want to
    Your message goes here
    Processing…
  • Excellent Ntes
    Are you sure you want to
    Your message goes here
    Processing…
  • I'm sorry, this presentation is my intellectual property and not something I make available for others to use freely. I have spent countless hours studying and working on this topic - and I have bills to pay. You can get in touch with me privately to discuss other possibilities by visiting the accompanying website at http://immeria.net/oamm or email me directly at shamel(at)immeria.net

    Thank you for your understanding,
    Stéphane Hamel
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Processes that operate with \"six sigma quality\" over the short term are assumed to produce long-term defect levels below 3.4 defects per million opportunities (DPMO).[4][5] Six Sigma's implicit goal is to improve all processes to that level of quality or better.

Web Analytics Maturity Model Presentation Transcript

  • 1. Establishing your Online Analytics Maturity Stéphane Hamel immeria.net San Jose, May, 2009
  • 2. 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
  • 3. 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
  • 4. Critical Success Factors Management Objectives Scope Resources Methodology & process Tools & Technology Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. Be SMARTer! Specific Measurable Achievable Realistic Timely Ethical/Engaging Resources Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
  • 9. 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
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. 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
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. 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
  • 19. Focused Management • Start small • Well balanced Scope Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
  • 20. 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
  • 21. 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
  • 22. immeria: an immersion in analytics consulting::education::research Stéphane Hamel shamel@immeria.net immeria.net Twitter @immeria LinkedIn.com/in/shamel