Getting your Analysis Noticed

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Michael Fridmans's presentation from the Google Analytics User Conference in Sydney and Melbourne in 2013. The presentation covers tips and techniques for getting your analysis noticed by managers and HiPPOS.

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Getting your Analysis Noticed

  1. 1. Google Analytics User Conference2013Getting Your Analysis NoticedMichael Fridman
  2. 2. Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013 #GAUC2013Taming the HiPPO(Highest Paid Person’s Opinion)
  3. 3. Google Analytics User Conference 2013 #GAUC2013If you’re in a planecrash, how likely areyou to survive?<5% 5%+
  4. 4. Google Analytics User Conference 2013 #GAUC2013You are more likely tosurvive a plane crash thanclick on a banner adGoogle Analytics User Conference 2013 #GAUC2013
  5. 5. Google Analytics User Conference 2013 #GAUC2013NO!!!
  6. 6. Google Analytics User Conference 2013 #GAUC2013People inplane crashes(USA:1983-2000)53,4870 54000Survivors51,207
  7. 7. Google Analytics User Conference 2013 #GAUC2013People inplane crashes(USA:1983-2000)53,4870 54000Survivors51,20795.7%If you are in a planecrash, you are verylikely to survive.
  8. 8. Google Analytics User Conference 2013 #GAUC2013Why does this meme spread?• Misleading• Pithy• Actionable• Real-life imagery
  9. 9. Google Analytics User Conference 2013 #GAUC2013Why does this meme spread?• Misleading• Pithy• Actionable• Real-life imageryHow can we use this toget our analysis noticed?
  10. 10. Google Analytics User Conference 2013 #GAUC2013y u no implement myrecommendations?TL;DR!they are ugly & notclearly actionable
  11. 11. Google Analytics User Conference 2013 #GAUC2013• Be accurate - do your homework• Be proactive - go beyond GA when needed• Be selective - choose actionable data• Be pithy - avoid geek-speak• Be vivid - use imagery + presentationConversion Optimisation for Reports
  12. 12. Google Analytics User Conference 2013 #GAUC2013Be Accurate
  13. 13. Google Analytics User Conference 2013 #GAUC2013• Tracking goals• Tracking events• Tracking virtual pageviews• Ecommerce trackingEasy for those of us who write code
  14. 14. Google Analytics User Conference 2013 #GAUC2013EnquiryPurchaseBookingDonate
  15. 15. Google Analytics User Conference 2013 #GAUC2013EnquiryPurchaseBookingDonateMembershipLoginCommentWatch VideoSubscribe
  16. 16. Google Analytics User Conference 2013 #GAUC2013Macro MicroPurchaseBookingDonateLoginCommentWatch VideoEnquiryMembershipSubscribe
  17. 17. Google Analytics User Conference 2013 #GAUC2013Macro MicroPurchaseBookingDonateLoginCommentWatch VideoEnquiryMembershipSubscribe
  18. 18. Google Analytics User Conference 2013 #GAUC2013• Messy tagging prevents analysis• Email, e-mail, e mail, e_mail, E-Mail, EMailCleaning up campaign tags
  19. 19. Google Analytics User Conference 2013 #GAUC2013Be Proactive
  20. 20. Google Analytics User Conference 2013 #GAUC2013• Google Spreadsheets integration (Magic script)• Pull data out of Google Analytics• Use Excel, R, Python, Tableau etc.What you can do
  21. 21. Google Analytics User Conference 2013 #GAUC2013• Analyse long-term trends• Cross reference with:• Internal metrics (CRM, sales data)• External metrics (population, weather)• See Johann De Boer’s talk next!Once data is out of GA...
  22. 22. Google Analytics User Conference 2013 #GAUC2013Source: Skepchick.org, Bad Chart Thursday
  23. 23. Google Analytics User Conference 2013 #GAUC2013Be Selective
  24. 24. Google Analytics User Conference 2013 #GAUC2013• If data is not actionable, it’s not worth presenting• Metrics suck without context/segmentationChoosing the right data
  25. 25. #GAUC2013Google Analytics User Conference 2013 #GAUC2013Fresh Fish Sold Here
  26. 26. #GAUC2013Google Analytics User Conference 2013 #GAUC2013Fresh Fish SoldFresh Fish Sold Here
  27. 27. #GAUC2013Google Analytics User Conference 2013 #GAUC2013Fresh Fish SoldFresh Fish
  28. 28. #GAUC2013Google Analytics User Conference 2013 #GAUC2013Fresh FishFish
  29. 29. #GAUC2013Google Analytics User Conference 2013 #GAUC2013Fresh FishFresh Fish
  30. 30. Google Analytics User Conference 2013 #GAUC2013Be Pithy
  31. 31. Google Analytics User Conference 2013 #GAUC2013• Use language your client/boss understands• Tie back to business metrics + revenue• HiPPOS understand revenue!Writing analysis + recommendations
  32. 32. Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013 #GAUC2013YawnConversions for goal 6 (“emailsignup”) increased by 25% duringthe reporting period.Geek-Speak
  33. 33. Google Analytics User Conference 2013 #GAUC2013Email signups increased by 25%this month, mostly due to the May 7social media campaign.Person-Speak!
  34. 34. Google Analytics User Conference 2013 #GAUC2013HiPPO-Friendly-Speak!!!Email signups increased by 25% thismonth, with revenue increase of ~$13k.This was due to the May 7 social mediacampaign, which had a 7000% ROI.
  35. 35. Google Analytics User Conference 2013 #GAUC2013Be Vivid
  36. 36. Google Analytics User Conference 2013 #GAUC2013• Don’t make people work to understand yourdata!• Communicate it so your client, boss, CEO,designer or Mum will understand.Making your analysis engaging
  37. 37. Google Analytics User Conference 2013 #GAUC2013TL;DR?
  38. 38. Google Analytics User Conference 2013 #GAUC2013
  39. 39. Google Analytics User Conference 2013 #GAUC2013
  40. 40. Google Analytics User Conference 2013 #GAUC2013Source: InformationIsBeautiful.net
  41. 41. Google Analytics User Conference 2013 #GAUC2013Source: DictionaryOfNumbers.com
  42. 42. Google Analytics User Conference 2013 #GAUC2013Source: DictionaryOfNumbers.com
  43. 43. Google Analytics User Conference 2013 #GAUC2013Source: GapMinder.org
  44. 44. Google Analytics User Conference 2013 #GAUC2013• Be accurate• Be proactive• Be selective• Be pithy• Be vividTake-home actions
  45. 45. Google Analytics User Conference 2013 #GAUC2013Thank you!

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