12. The idea behind “See This Do That” Analytics
I believe analysts need to change our focus
Originally we asked – what data do you need?
We evolved to – What are your business questions?
Now I think the question should be:
What actions can you take?
o What insights do you need to inform those actions?
o What data do we need to provide those insights?
o How can we give you the insights you need in a way that you can
act upon them?
Analytics is useful at the point where users are able to act upon
13. So how does “See This, Do That” work?
The See This, Do That approach
o It is tool and data source agnostic
o Users request the report
o They have necessary training to interpret the report
o They are able to act immediately upon insights
Examples of See This, Do That business actions
1. Fix broken links
2. Promote product/content on social media
3. Feature product/content on homepage
4. Feature product/content on navigation pages
5. Adjust a product’s description, price, image
6. Adjust a content piece’s heading, image
First: Top-Layer analysis – then digg deeper
Unilever had to train 189!!!!! Agencies globally
Action, action, action!!!
Give non-Analytics the chance to act immediately
Reports have to be useable for company internal recipients
People who have experience, will show you the short-cut