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From Misunderstood to Celebrated: How to Make Executives Care About Digital Analytics

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Presentation I gave in London in 2010 at the Webtrends Engage event. Often hearing digital analysts complain that nobody seems to care about their reports, I tackle two fundamental causes: lack of understanding of business performance measurement by analysts, and use of jargon.

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From Misunderstood to Celebrated: How to Make Executives Care About Digital Analytics

  1. 1. From Misunderstood to Celebrated JacquesWarren
  2. 2. WebAnalysts Are Irrelevant • Adoption remains the biggest hurdle What is measured What is being done
  3. 3. WebAnalysts Are Irrelevant Web Analytics often underdelivers
  4. 4. WebAnalysts Are Irrelevant • We talk too much jargon • We get a lot of “SoWhat?” faces
  5. 5. WebAnalysts Are Irrelevant We have a communication problem
  6. 6. WebAnalysts Are Irrelevant We have an alignment problem
  7. 7. Measurement & Behavior • Performance Measurement determines how people will behave in an organization • People tend to do what they are paid to do – even if it’s the wrong things. Dean Spitzer
  8. 8. • Self-Aggrandizement • Self-Promotion • Self-Protection Measurement & Behavior Dysfunctional Measurement
  9. 9. • Are yourWeb metrics aligned with what people are judged on? Measurement & Behavior • Should you? • Do you have a choice?
  10. 10. • Their own advancement What the C-Suite Cares About • Profits • Predictability
  11. 11. What the C-Levels Care About • Dissonance between what we report on and what they need
  12. 12. Prospects & Customers • Businesses only truly care about prospects and customers • How to convert the formers into the latter • How they can keep them as long as they can
  13. 13. BeyondTraffic • TheVisit Paradigm has boxed us in • We need to realign with the Prospects – Customers dynamics
  14. 14. Aligning KPIs • KPIs are too often descriptions of visitor behavior • And not enough measures of business execution
  15. 15. Aligning Performance Systems • You can’t have contradictory Performance Systems • Web Analytics: more about business health • Web Analytics: less about mechanical metrics
  16. 16. Analysis to Action Do we really impact the big, shiny things?
  17. 17. From Indifference to Relevancy Start answering questions such as these: • How many prospects did we get this week? • What is the value of aWeb customer? • How doWeb investments contribute to overall profitability? • AreWeb customers more or less loyal?
  18. 18. From Indifference to Relevancy • How doWeb investments contribute to overall profitability?
  19. 19. From Indifference to Relevancy • How doWeb investments contribute to overall profitability

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