A Process for Being Data Driven

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This presentation describes a process that marketers and marketing analysts can implement to enable their organizations to become more data-driven. It describes the fundamental differences between performance measurement and hypothesis validation, and then describes a framework/process to "A.D.A.P.T. to Act and Learn" (Align, Discover hypotheses, Assess hypotheses, Prioritize hypotheses, Test hypotheses, Act on the results and Learn for the future).

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A Process for Being Data Driven

  1. 1. Insights from Web Analytics Demystified www.webanalyticsdemystified.com A PROCESS FOR BEING DATA-DRIVEN FROM TIM WILSON
  2. 2. @tgwilson | bit.ly/webprocess tim.webanalyticsdemystified.com Past Employers
  3. 3. @tgwilson | bit.ly/webprocess Everyone wants to be data-driven these days.
  4. 4. @tgwilson | bit.ly/webprocess But what does “data-driven” actually mean?
  5. 5. @tgwilson | bit.ly/webprocess
  6. 6. @tgwilson | bit.ly/webprocess Let’s make it a little simpler.
  7. 7. @tgwilson | bit.ly/webprocess Let’s recognize there are fundamentally two ways to use data.
  8. 8. @tgwilson | bit.ly/webprocess Performance Measurement Hypothesis Validation Support Enablement tasks, including quick data pulls, platform integration, tool training & data governance. Tracking & communicating performance of KPIs & supporting metrics against targets. Capturing, prioritizing & confirming the assumptions driving key investments with data & testing.
  9. 9. @tgwilson | bit.ly/webprocess So, how do we bring this to life with a great process?
  10. 10. @tgwilson | bit.ly/webprocess A.D.A.P.T. to Act & Learn
  11. 11. @tgwilson | bit.ly/webprocess Align on goals and KPIs Discover hypotheses across the company Assess the hypotheses and your approach Prioritize the hypotheses Test the highest priority hypotheses Act on the results Learn for the future
  12. 12. @tgwilson | bit.ly/webprocess Align on goals and KPIs Discover hypotheses across the company Assess the hypotheses and your approach Prioritize the hypotheses Test the highest priority hypotheses Act on the results Learn for the future
  13. 13. @tgwilson | bit.ly/webprocess Performance Measurement Hypothesis Validation Support Enablement tasks, including quick data pulls, platform integration, tool training & data governance. Tracking & communicating performance of KPIs & supporting metrics against targets. Capturing, prioritizing & confirming the assumptions driving key investments with data & testing.
  14. 14. @tgwilson | bit.ly/webprocess Alignment means clearly established goals and KPIs.
  15. 15. @tgwilson | bit.ly/webprocess WHAT ARE YOUR KPIs?! Flickr / Zawezome
  16. 16. @tgwilson | bit.ly/webprocess Leads to...
  17. 17. @tgwilson | bit.ly/webprocess Two Magic Questions 1. What are we trying to achieve? 2. How do we know if we’ve done that?
  18. 18. @tgwilson | bit.ly/webprocess A KPI is not a KPI without a target.
  19. 19. @tgwilson | bit.ly/webprocess Flickr / mando-16 I can’t set a target! No one has ever done this before!
  20. 20. @tgwilson | bit.ly/webprocess A KPI is not a KPI without a target.
  21. 21. @tgwilson | bit.ly/webprocess A SWAG is infinitely better than a “We’ll know it when we see it” target.
  22. 22. @tgwilson | bit.ly/webprocess Napkins are handy
  23. 23. @tgwilson | bit.ly/webprocess Bracketing is handy, too. [ ] Definitely Bad Definitely Good 10 Leads 10,000 Leads ][Target
  24. 24. @tgwilson | bit.ly/webprocess Goals, KPIs, and Targets lead to a Meaningful Dashboard which is the core of Effective Performance Measurement
  25. 25. @tgwilson | bit.ly/webprocess
  26. 26. @tgwilson | bit.ly/webprocess Performance Measurement Hypothesis Validation Support Enablement tasks, including quick data pulls, platform integration, tool training & data governance. Tracking & communicating performance of KPIs & supporting metrics against targets. Capturing, prioritizing & confirming the assumptions driving key investments with data & testing.
  27. 27. @tgwilson | bit.ly/webprocess Align on goals and KPIs Discover hypotheses across the company Assess the hypotheses and your approach Prioritize the hypotheses Test the highest priority hypotheses Act on the results Learn for the future
  28. 28. @tgwilson | bit.ly/webprocess Remember high school science class?
  29. 29. @tgwilson | bit.ly/webprocess An analysis is nothing more than testing a hypothesis.
  30. 30. @tgwilson | bit.ly/webprocess Everyone in the business has hypotheses!
  31. 31. @tgwilson | bit.ly/webprocess The trick is getting them articulated clearly.
  32. 32. @tgwilson | bit.ly/webprocess
  33. 33. @tgwilson | bit.ly/webprocess What we say to marketers “What is your hypothesis?”
  34. 34. @tgwilson | bit.ly/webprocess What we say to marketers “What is your hypothesis?” What they hear “I’m dragging you back to the high school science class you hated.”
  35. 35. @tgwilson | bit.ly/webprocess What we say to marketers “What is your hypothesis?” What they hear “I’m dragging you back to the high school science class you hated.”
  36. 36. @tgwilson | bit.ly/webprocess I believe that… If I am right, then I will… [some idea] [take some action]
  37. 37. @tgwilson | bit.ly/webprocess Each idea can be added to a hypothesis library. ­ Google Spreadsheet ­ Excel ­ uservoice.com ­ Sharepoint ­ Lotus Notes ­ Jira
  38. 38. @tgwilson | bit.ly/webprocess Align on goals and KPIs Discover hypotheses across the company Assess the hypotheses and your approach Prioritize the hypotheses Test the highest priority hypotheses Act on the results Learn for the future
  39. 39. @tgwilson | bit.ly/webprocess Is the hypothesis clearly articulated?
  40. 40. @tgwilson | bit.ly/webprocess To assess the effort required, you have to determine the approach.
  41. 41. @tgwilson | bit.ly/webprocess Flickr / justinbaeder When all you have is a hammer... ...all the world looks like a nail.
  42. 42. @tgwilson | bit.ly/webprocess Data-driven marketers are aware of their full tool belt.
  43. 43. @tgwilson | bit.ly/webprocess If I am right, I will… [take some action] I believe that… [some idea] To test this, I will… [tool/technology/approach]
  44. 44. @tgwilson | bit.ly/webprocess Web Analytics Voice of the Customer A/B (and MV) Testing Usability Testing Email Surveys Social Media Analytics Focus Groups Secondary Research What’s in your company’s toolbelt?
  45. 45. @tgwilson | bit.ly/webprocess Align on goals and KPIs Discover hypotheses across the company Assess the hypotheses and your approach Prioritize the hypotheses Test the highest priority hypotheses Act on the results Learn for the future
  46. 46. @tgwilson | bit.ly/webprocess It’s not a simple formula.
  47. 47. @tgwilson | bit.ly/webprocess But a formula can guide the discussion.
  48. 48. @tgwilson | bit.ly/webprocess Likelihood belief is right Likelihood change would occur Likely scale of impact Alignment w/ business goals Effort to test (approach) M LH M LH M LH M LH M LH
  49. 49. @tgwilson | bit.ly/webprocess Align on goals and KPIs Discover hypotheses across the company Assess the hypotheses and your approach Prioritize the hypotheses Test the highest priority hypotheses Act on the results Learn for the future
  50. 50. @tgwilson | bit.ly/webprocess Actionable Results
  51. 51. @tgwilson | bit.ly/webprocess Align on goals and KPIs Discover hypotheses across the company Assess the hypotheses and your approach Prioritize the hypotheses Test the highest priority hypotheses Act on the results Learn for the future
  52. 52. @tgwilson | bit.ly/webprocess Driving action requires effective communication of the results.
  53. 53. @tgwilson | bit.ly/webprocess And it requires tracking to action.
  54. 54. @tgwilson | bit.ly/webprocess As a result, we… [took the action] We tested… [the idea] Resulting in… [quantified result]
  55. 55. @tgwilson | bit.ly/webprocess Align on goals and KPIs Discover hypotheses across the company Assess the hypotheses and your approach Prioritize the hypotheses Test the highest priority hypotheses Act on the results Learn for the future
  56. 56. @tgwilson | bit.ly/webprocess Learning means looking beyond the near-term action.
  57. 57. @tgwilson | bit.ly/webprocess Hypothesis tested Action taken Hypothesis tested No action warranted Hypothesis tested No action warranted Hypothesis tested Action taken Hypothesis tested No action warranted Hypothesis tested Action taken Hypothesis tested No action warranted Hypothesis tested Action taken Deeper learning Deeper learning Deeper learning
  58. 58. @tgwilson | bit.ly/webprocess Monthly/Quarterly Review Hypotheses Submitted Hypotheses Validated Action Taken Results Achieved Deeper Learning I believe... If I am right... ✓ ✓ ✓ ✓ I believe... If I am right... ✓ I believe... If I am right... I believe... If I am right... ✓ ✓ ✓ I believe... If I am right... ✓ ✓ I believe... If I am right... ✓ ✓ I believe... If I am right... I believe... If I am right... ✓ ✓ I believe... If I am right...
  59. 59. @tgwilson | bit.ly/webprocess With the ultimate goal of...
  60. 60. @tgwilson | bit.ly/webprocess ...reorienting the business to a culture of validated learning.
  61. 61. @tgwilson | bit.ly/webprocess Align on goals and KPIs Discover hypotheses across the company Assess the hypotheses and your approach Prioritize the hypotheses Test the highest priority hypotheses Act on the results Learn for the future
  62. 62. @tgwilson | bit.ly/webprocess THANK YOU! bit.ly/webprocess This presentation 1-Page Guide: Getting to Great KPIs Performance Measurement Planning Template Hypothesis Library Template “Approach options” Self-Audit Template Recommended reading on effective communication of analytics results
  63. 63. Insights from Web Analytics Demystified www.webanalyticsdemystified.com Partner, Web Analytics Demystified tim.wilson@webanalyticsdemystified.com (512) 431-8502 or @tgwilson TIM WILSON

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