MeasureWorks - Getting things done v1

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Slides from my session with @fredsmulders for the Faculty Business Analytics of Vrije Universiteit Amsterdam. Topic is Getting things done, managing and influencing your way to a succesfull project...

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MeasureWorks - Getting things done v1

  1. 1. @jeroentjepkema & @fredsmulders Performance :: Analytics :: Optimization
  2. 2. Getting things done... Free University of Amsterdam - Faculty Business Analytics November 8, 2012
  3. 3. Every website has goals
  4. 4. Organic Search Campaigns Ad Network Transactional site Visitor Offer €" Abondenment) Upselling Reach Purchase step 1 €" Purchase step 2 €" Mailing, alerts, €" promotions Conversion €"Disengagement) Enrolment Impact)on)site) €" Negative €" Positive
  5. 5. €" Media site Enrolment Targeted €" embedded add Add Network Visitor €" €" Advertiser siteDeparture( Impact(on(site( €" Negative €" Positive
  6. 6. Analytics is the measurement of movement towards these goals
  7. 7. A simple analytics model A$enon" Engagement( Conversion( NEW VISITORS GROWTH CONVERSION SEARCHES RATE PAGES TIME TWEETS MENTIONS NUMBER OF VISITS PER VISIT ON SITE x" ADS SEEN ORDER LOSS VALUE BOUNCE RATE
  8. 8. Collect (lots of) data
  9. 9. Hits
  10. 10. Hits Pageviews
  11. 11. Hits Pageviews Sessions
  12. 12. Hits Pageviews Sessions Visitors
  13. 13. Unique visitor = Unique person?
  14. 14. The customer journey:Group & track relevant pages
  15. 15. Segmentation
  16. 16. Discovering patterns: Why did they do it?
  17. 17. Experimenting & optimization...
  18. 18. ...Persuade customers to buy
  19. 19. From issue to resolution...
  20. 20. 1. Attention
  21. 21. Business issue
  22. 22. RevenueWhy?
  23. 23. Revenue Customer complaintsWhy?
  24. 24. Revenue Customer complaints ComplianceWhy?
  25. 25. Revenue Customer complaints Compliance Technical issuesWhy?
  26. 26. Business vs. IT
  27. 27. Company vs. Ego
  28. 28. Eco-system of Why? Revenue Customer complaints Compliance Technical issues
  29. 29. BusinessEco-system of Why? Revenue Customer complaints Compliance Technical issues IT
  30. 30. BusinessEco-system of Why? Revenue Customer complaints Company Ego Compliance Technical issues IT
  31. 31. BusinessEco-system of Why? Revenue Customer complaints Company Ego Compliance Technical issues IT
  32. 32. 2. Engagement
  33. 33. Building the business case
  34. 34. Your goal is to be understood...
  35. 35. How technical is your audience?Your goal is to be understood...
  36. 36. How technical is your audience? Explain the impact of the issue?Your goal is to be understood...
  37. 37. How technical is your audience? Explain the impact of the issue?Your goal is to be understood... Who will make the decision?
  38. 38. How technical is your audience? Explain the impact of the issue?Your goal is to be understood... Who will make the decision? What are the alternatives?
  39. 39. How technical is your audience? Explain the impact of the issue?Your goal is to be understood... Who will make the decision? What are the alternatives? Next best action?
  40. 40. www.donothing.com How technical is your audience? Explain the impact of the issue?Your goal is to be understood... Who will make the decision? What are the alternatives? Always make Next best action? it manageable
  41. 41. Provide context
  42. 42. What does it mean?
  43. 43. What does it mean?Why is it important?
  44. 44. What does it mean?Why is it important? Next best action?
  45. 45. Make it visually attractive
  46. 46. Use common language
  47. 47. Metric: Availability99% versus 99min ...with understandable targets
  48. 48. Make it stand out...
  49. 49. Write with the end user in mind
  50. 50. In the end... Show them where it hurts
  51. 51. Negotiate the deal
  52. 52. Chiefs & Indians
  53. 53. Issue
  54. 54. ChiefIssueIndian
  55. 55. ChiefIssue InfluencerIndian Influencer
  56. 56. ManagementChief Accountable for issue KPI? Employee Indian Resonsible for issue KPI? Employee/Management Influencer Not directly related KPI influenced by issue
  57. 57. Find out what makes them tick...
  58. 58. Too many issuesToo many issues?
  59. 59. Too busy?
  60. 60. Content
  61. 61. ContentProcess
  62. 62. ContentYou Process
  63. 63. Closing the deal
  64. 64. Know when to quit
  65. 65. Set(meeting) goals
  66. 66. Set(meeting) Discuss content goals
  67. 67. Set Agree on(meeting) Discuss content next steps goals
  68. 68. ABC
  69. 69. 3. Conversion
  70. 70. Evaluate...
  71. 71. ...share the sucess
  72. 72. ...but claim victory
  73. 73. Getting things done...
  74. 74. Attraction Engagement Conversion
  75. 75. Attraction Engagement Conversion Business vs. IT IssueCompany vs. Ego
  76. 76. Attraction Engagement Conversion Business vs. IT Understandable Issue Business caseCompany vs. Ego Success
  77. 77. Attraction Engagement Conversion Business vs. IT Understandable Chiefs & Indians Issue Business case NegotiateCompany vs. Ego Success Process vs. Content
  78. 78. Attraction Engagement Conversion Business vs. IT Understandable Chiefs & Indians Being right Issue Business case Negotiate ClosingCompany vs. Ego Success Process vs. Content Getting right
  79. 79. Attraction Engagement Conversion Business vs. IT Understandable Chiefs & Indians Being right Implementation Issue Business case Negotiate Closing SuccessCompany vs. Ego Success Process vs. Content Getting right
  80. 80. One more things...Couple
  81. 81.  of
  82. 82. Don’t make it personal
  83. 83. Not everybody is an expert
  84. 84. Always double check your data
  85. 85. The art of deleting
  86. 86. Be helpful, but set your boundaries
  87. 87. Don’t assume agreement
  88. 88. Always compliment your team
  89. 89. Getting to yes...
  90. 90. Thanks! More questions?M: jtjepkema@measureworks.nlT: @jeroentjepkemaW: www.measureworks.nl

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