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Stay clear from report monkeys when making data driven decisions

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Take a look at your current role and ask yourself: are you considered as a Report Monkey or an important strategic advisor? Are you impacting the organisation or are you just creating a ton of Excels and PowerPoints?

Working as analytics consultants, Yves and Jente have experienced the frustrations that live within organisations when it comes to data. More than often, they encountered a huge gap between the ambition of being a data-driven organisation and the day-to-day reality.

During this presentation they shared their learnings on how you, as an analyst, can change how you’re working in order to affect a change within the organisation. Discover how to gain the respect of your internal stakeholders and put yourself out there as an authority.

Published in: Data & Analytics
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Stay clear from report monkeys when making data driven decisions

  1. 1. #GAUCBE Stay clear from Report Monkeys when making data driven decisions Yves Ferket & Jente De Ridder #GAUCBE #GAUCBE
  2. 2. #GAUCBE Let us introduce ourselves… Yves Ferket Digital Marketing Strategist @NoDesktopHero www.ferket.com Hi!
  3. 3. #GAUCBE Let us introduce ourselves… JENTE DE RIDDER Webanalyst @Nihiel Hi!
  4. 4. #GAUCBE We work @ Humix Analytics & Dashboarding Conversion Optimization Digital Strategy User Experience Search Engine Optimization Trainings & Workshops
  5. 5. #GAUCBE We work @ Humix with these clients
  6. 6. #GAUCBE Reality check… From « sexiest job » …
  7. 7. #GAUCBE Reality check… …. to « report monkey » ®
  8. 8. #GAUCBE The biggest frustrations of an analyst…
  9. 9. #GAUCBE The biggest frustrations of an analyst… #1: You are not heard
  10. 10. #GAUCBE The biggest frustrations of an analyst… #1: You are not heard #2: Implementation pains
  11. 11. #GAUCBE The biggest frustrations of an analyst… #1: You are not heard #3: Weird data #2: Implementation pains
  12. 12. #GAUCBE The biggest frustrations of an analyst… #1: You are not heard #4: Time consuming recurring reports #3: Weird data #2: Implementation pains
  13. 13. #GAUCBE Tired of being a Data Monkey? Join the monkey revolution! Register for our “Important steps to become a better Analyst” mailing (www.humix.be/GAUC) Image copyright Banksy
  14. 14. #GAUCBE The biggest frustrations of an analyst… #1: You are not heard
  15. 15. #GAUCBE #1: You are not heard You spend your days generating report after report but you are not heard… You need Organizational buy in
  16. 16. #GAUCBE #1: You are not heard: Organizational Buy In How to get organizational buy in. 1. Create a Measurement Plan 2. Tell Stories with data 3. Do your branding
  17. 17. #GAUCBE z #1: You are not heard: Goals Exercise
  18. 18. #GAUCBE #1: You are not heard: Weighting the goals z
  19. 19. #GAUCBE #1: You are not heard: Measurement Plan The businessgoals we would like to reach: Webshop is the store with the largest revenue Which questions take our closer to our goals: Are we convincing visitors to buy online? What do we need to measure: # visits, # visits with product views, # visitis with transactions What metrics & dimensions support our KPI’s: Traffic channels, device type, user demographics Example of Hubo What metrics & dimensions support our KPI’s
  20. 20. #GAUCBE #1: You are not heard: Measurement Plan “You have a Measurement Plan. Now, what?”
  21. 21. #GAUCBE #1: You are not heard: Measurement Plan Share your Measurement Plan within the organization • Ask people feedback & approval • Hold them accountable for the KPI’s relevant for their department Use it as a development roadmap for data that’s not yet available
  22. 22. #GAUCBE #1: You are not heard: Measurement Plan Remind yourself that it’s not written in stone. It’s a continuous effort • A measurement plan should change along with the organization • Learn, improve, evolve
  23. 23. #GAUCBE #1: You are not heard: Measurement Plan How to handle measure requests? • Create a form for requests (make the submitter think before a request) • Ask them to score on added value for the organization • Combine each request with the goal-weight of the impacted objective to prioritize your work
  24. 24. #GAUCBE #1: You are not heard: Tell Stories with data the numbers: last 7 days
  25. 25. #GAUCBE the numbers: last 7 days • Is this good? • Should it be better? • What are sessions? • … #1: You are not heard: Tell Stories with data
  26. 26. #GAUCBE What are sessions > human voice added “Last 7 days we had 199 visits on the site.” #1: You are not heard: Tell Stories with data
  27. 27. #GAUCBE Is this good or bad? > benchmark added “Last 7 days we had 199 visits on the site. This is -9.55% from our target.” #1: You are not heard: Tell Stories with data
  28. 28. #GAUCBE Are we improving? > benchmarked vs previous period “Last 7 days we had 199 visits on the site. This is -9.55% from our target. Compared to previous period of 7 days, this is a -8.3% difference.” #1: You are not heard: Tell Stories with data
  29. 29. #GAUCBE I’m more like a visual kind of person….? > Add big numbers #1: You are not heard: Tell Stories with data
  30. 30. #GAUCBE Is this last week or last 7 days? > Add period #1: You are not heard: Tell Stories with data
  31. 31. #GAUCBE I’m like a really visual person? > Add Gauge #1: You are not heard: Tell Stories with data
  32. 32. #GAUCBE Did we have good or bad days? > Add Sparkline #1: You are not heard: Tell Stories with data
  33. 33. #GAUCBE Tell me again…what is this? > Add explanation #1: You are not heard: Tell Stories with data
  34. 34. #GAUCBE Context is crucial for story telling: “My marketing agency is doing a good job” #1: You are not heard: Tell Stories with data
  35. 35. #GAUCBE Context is crucial for story telling: …combined with “is it getting colder?” #1: You are not heard: Tell Stories with data
  36. 36. #GAUCBE #1: You are not heard: Do your branding Promote • yourself • your work • your team
  37. 37. #GAUCBE Create a brand Make your team known within the organization. Come up with a name & logo (even if it’s ugly). #1: You are not heard: Do your branding
  38. 38. #GAUCBE #1: You are not heard: Do your branding Big screen dashboards make your work visible
  39. 39. #GAUCBE #1: You are not heard: Do your branding Promote your work Create an internal newsletter to share insights & experiment outcomes Helps in establishing a testing culture within the organization
  40. 40. #GAUCBE Create a central knowledge base: a place where al insights, whitepapers, … are easily findable for your “clients” #1: You are not heard: Do your branding
  41. 41. #GAUCBE #1: You are not heard: Do your branding Take a supportive attitude to your “clients”: how can I make the others shine through my data results? Deliver bad news in a “shit sandwich”. <Good – Less Good – Good>
  42. 42. #GAUCBE The biggest frustrations of an analyst… #1: You are not heard #2: Implementation pains
  43. 43. #GAUCBE #2 Implementation pains: the IT department
  44. 44. #GAUCBE #2 Implementation pains: Tag Manager Two words: TAG MANAGER
  45. 45. #GAUCBE #2 Implementation pains: Tag Manager Two words: TAG MANAGER IT people love Tag Manager • They see you less often • You can help yourself most of the time • Versioning IT people hate Tag Manager • Wait what? You can insert code on ANY page of the whole website?
  46. 46. #GAUCBE #2 Implementation pains: Tag Manager Our secret recipe: gtm.blacklist Define clearly what type of tags can and can not be published without IT involvement. And off course… • Respect their sprints/ticketing system • Educate them on Analytics
  47. 47. #GAUCBE The biggest frustrations of an analyst… #1: You are not heard #3: Weird data #2: Implementation pains
  48. 48. #GAUCBE “Analysts spend as much as 40 percent of their time validating data” - Forrester research #3: Weird Data
  49. 49. #GAUCBE #3: Weird Data: High Traffic, weird source A city that is a bigger provider than Telenet or Proximus??
  50. 50. #GAUCBE #3: Weird Data: Bounce rate gone, auto event firing Somebody made an event + custom metric…that auto-fired on every page. Bye, bye bouncerate. (Kudos for documenting it)
  51. 51. #GAUCBE #3: Weird Data: A lot of Visits, cross domain errors Cross domain tracking not set up correct: New session triggered www.mysite.com blog.mysite.com/home blog.mysite.com/page2 www.mysite.com/ blog.mysite.com/
  52. 52. #GAUCBE #3: Weird Data: not understanding hit vs session vs user level dimensions More Users than sessions. That can’t be correct … but it is...
  53. 53. #GAUCBE #3: Weird Data: how to prevent? Implementation issues and how to solve them 1. Understand how Google Analytics works 2. You Everybody needs to document changes 3. Data debugging. Know your tools
  54. 54. #GAUCBE #3: Weird Data: Debugging tools Wasp Chrome extension Tag Assistant Chrome extension Observe Point Chrome extension GA Debug Chrome extension Screaming frog crawler Charles web debug proxy
  55. 55. #GAUCBE #3: Weird Data: Understand how GA works
  56. 56. #GAUCBE Must know!! Impressive! Regular Expressions Measurement protocol Debugging tools Analytics Interface Tag Management Excel/Sheets wizard Common Sense Analytics API’s + scraping Dashboarding Javascript, Xpath,… Good job!! #3: Weird Data: Knowledge levels of an analyst
  57. 57. #GAUCBE The biggest frustrations of an analyst… #1: You are not heard #4: Time consuming recurring reports #3: Weird data #2: Implementation pains
  58. 58. #GAUCBE When you still are that monkey who: 1. Goes into Google Analytics/Facebook Insights/<insert tool here> … 2. ...and exports a bunch of data 3. ...to cut/paste/replace last’s month data 4. ...and email it to your collegues #4: Recurring reports
  59. 59. #GAUCBE #4: Recurring reports: Break free! Christian Lohman/Getty Images
  60. 60. #GAUCBE Try this. Just stop sending those reports. Kill them all. You’ll be amazed how much complaints you’ll get. Too often: zero to none. #4: Recurring reports: Break free!
  61. 61. #GAUCBE #4: Recurring reports: Automate Do not export – import: Automate GA Spreadsheet Add-on Google Sheets add on SuperMetrics Google Sheets add on
  62. 62. #GAUCBE #4: Recurring reports: Automate Supermetrics uses 32 different sources for your data (paying version) You only need to adapt start & end date + refresh the queries (and that can also be automated)
  63. 63. #GAUCBE #4: Recurring reports: Automate Get data that is online, but not even on your own site (weather, …) Quick example: GAUC attendees list
  64. 64. #GAUCBE #4: Recurring reports: Automate Quick example: HTML container : <div class="description- inner"> Google Sheets Formula =IMPORTXML("http://www.gauc. be/attendees","//div[@class='des cription-inner']")
  65. 65. #GAUCBE #4: Recurring reports: Automate Learn the API: Use the query explorer Craft your own data sets (example: the Google Analytics Demo Account)
  66. 66. #GAUCBE #4: Recurring reports: Automate Dashboards Telling stories with data works better in custom environments (We like Klipfolio & Tableau)
  67. 67. #GAUCBE #4: Recurring reports: Automate Dashboards Because the internet doesn’t stop at Google data (klipfolio datasources)
  68. 68. #GAUCBE #4: Recurring reports: Intelligence events Intelligence events & Custom alerts Remember that bounce rate?
  69. 69. #GAUCBE “we like it in this format because we are used to it” Do not comply: • Try to tell a story with data • Mix plain text with graphics where needed #4: Recurring reports: Excel Dino’s
  70. 70. #GAUCBE Make your organization data driven
  71. 71. #GAUCBE Make your organization data driven #1: Make yourself & your work known within the organization
  72. 72. #GAUCBE Make your organization data driven #1: Make yourself & your work known within the organization #2: Define clear roles & responsibilities together with IT
  73. 73. #GAUCBE Make your organization data driven #1: Make yourself & your work known within the organization #2: Define clear roles & responsibilities together with IT #3: Understand the data collection
  74. 74. #GAUCBE Make your organization data driven #4: Automate reporting #1: Make yourself & your work known within the organization #2: Define clear roles & responsibilities together with IT #3: Understand the data collection
  75. 75. #GAUCBE No report monkey, no more!
  76. 76. #GAUCBE Any Questions?

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