These are slides from presentation delivered at Web Analytics Wednesday in Auckland - January 2017.

1. Business Technical
Digital Analytics

2. 1. “Digital Analytics” (singular-channel) will, over time,
transition to become more “Analytics” (multi-channel)
Here’s the gist…
3. The need for “storytellers” will increase as the market
matures
2. Reporting & business decision will be based on
Actionable metrics, with less reliance on Vanity metrics

3. 1. “Digital Analytics” (singular-channel) will, over time,
transition to become more “Analytics” (multi-channel)

4. Digital Analytics
PlatformCRM
Internal / BI
Platforms
- Channels are being looked at (and analysed) individually (including Digital)
- Largely fragmented due to customer journey
A “typical” business systems set-up

5. Customer Journey Example
Clicked on
Adwords
Sent an
eDM
Email
Address
given
Email
Address
required
to register
Email
Address
provided by
accountant

6. Digital Analytics
Platform
CRM
BI
Platforms
A single customer view is nirvana!

7. This is much easier said than done!
- The first step is to integrate systems and employ a
tool that will “crunch the numbers (NZ is “here”!)
- Analysis of the business in total means it will shift away
from being “channel-specific”
(i.e. current digital analytics) to a “multi-channel”

8. Digital Analytics will become
increasingly “multi-channel”
focussed

9. 2. Reporting & business decision will be based on
Actionable metrics, with less reliance on Vanity metrics

10. Actionable metrics
The metrics that matter to a business
Examples include: Revenue and Leads
Vanity metrics
The metrics that can “make you feel good” but doesn’t
necessarily mean you’re succeeding

11. Impressions
Ad Position
Rankings
Likes
Shares
Followers
Video Views
SEOPPC Social
Vanity metrics - shift to Actionable metrics
{Shift to Actionable metrics
such as Revenue, Leads, New Subscribers etc.

12. Mobile
Iphone 6 Plus
Desktop // Laptop
Resolution: 1280 x 800
SEO results
decreasing in
prominence
Example: SEO listing prominence are “diminishing”

13. In November 2016, Facebook admitted tracking errors
- Duration of video watched off by as much as 80%
Other overstated metrics include:
Organic reach, App referrals, Instant articles time spent
- Origin of errors suspected to go back to January 2016.

14. Facebook Video competes directly with YouTube
vs
moz.com conducted a comparison study* to find out
which performed best with the following outcomes…

15. Facebook Video competes directly with YouTube
Impressions
Time of
video plays
(including
Autoplay)
Quality time
watched
Completed
views
Cost per
quality view
Is it an “honest mistake” that Facebook positively inflated
it’s Duration of video metric?

17. …but Facebook Advertising revenue steadily increasing
Would this revenue trend have happened if the vanity
metrics had been reported accurately and not overstated?

18. Twitter has also admitted mistakes!
Twitter’s Android video app inflated video
advertising metrics by as much as 35%

20. Reporting and business
decisions will shift more towards
the Actionable metrics and less
based on Vanity metrics.

21. 3. The need for “storytellers” will increase as the market
matures

23. ‘Why
should
I listen
to
you?’

24. Focused attention is a short-term response to a stimulus that
attracts attention.
The attention span for this level is very brief, with a maximum span,
without any lapse at all, that may be as short as 8 seconds

25. “An insight is only as
valuable as the action taken
because of it”

27. The art of effective communication
or “storytelling”

28. 1. Know your audience

29. 2. Talk in a language where they “get it”

30. “Your page has a 95% bounce rate!”
“For every 100 people that visited your page,
95 of them had a look…then left”
“95% of traffic to your page had no
further interaction with it!”
“95 out of a 100 people to your page had
a one-night stand with it!”

31. Digital Analytics is still within it’s infancy in
New Zealand - but definitely growing!
Generally, looking to grow their online business
beyond a “media-only” play

32. Businesses will look towards Analytics to
make their media / investment “work harder”

35. The need for
“storytellers”
within the world of
digital analytics
will become vital
as the industry
grows

36. 1. “Digital Analytics” (singular-channel) will, over time,
transition to become more “Analytics” (multi-channel)
2. Reporting & business decision will be based on
Actionable metrics, with less reliance on Vanity metrics
3. The need for “storytellers” will increase as the
market matures
Here’s the gist…again!