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Stop Wasting
Your Analytics Budget
October 2016
Mitch Daniels
Digital Analyst at Viget
How’s our site doing?
✘
Establish Meaningful Goals
Share Decision Context
Deliver Actionable Analysis
1
2
3
Establish Meaningful Goals
Share Decision Context
Deliver Actionable Analysis
1
2
3
The Problem
Common Requests
• We want to know how our site is doing.
• We want to know if we’re ‘moving the needle’.
• We want to be a...
Common Goals
• Increase traffic
• Increase engagement (pages / session; time on site)
• Reduce bounce rate
• Drive more ema...
Weak goals yield
weak results.
Common Goals
• Increase traffic
• Increase engagement (pages / session; time on site)
• Reduce bounce rate
• Drive more ema...
Effective goals are
clear, actionable and
meaningful.
Total Time Reading (TTR)
Goal Framework
Goal Framework
Business Objective
BUSINESS OBJECTIVES

What are our the overarching
goals of our organization?
Goal Framework
Business Objective
BUSINESS OBJECTIVES

What are our the overarching
goals of our organization?
“Don’t let
...
Goal Framework
Business Objective
BUSINESS OBJECTIVES

What are our the overarching
goals of our organization?
• Increase ...
Goal Framework
Business Objective
BUSINESS OBJECTIVES

What are our the overarching
goals of our organization?
• Increase ...
Goal Framework
Increase Undergrad
Enrollment
Site Goal SITE GOALS
How does our website
contribute to the objective?
• Comm...
Goal Framework
Increase Undergrad
Enrollment
Communicate Value Prop
Provide Application Path
Goal Framework
Increase Undergrad
Enrollment
Communicate Value Prop
Provide Application Path
KPIs
How do we measure progre...
Goal Framework
Increase Undergrad
Enrollment
Provide Application Path
KPIs
How do we measure progress
against site goals?
...
Goal Framework
Increase Undergrad
Enrollment
Provide Application Path
KPIs
How do we measure progress
against site goals?
...
Goal Framework
Increase Undergrad
Enrollment
Communicate Value Prop
• ‘Student Life’ sessions
• Interest email sign-ups
• ...
Goal Framework
Increase Undergrad
Enrollment
Communicate Value Prop
• ‘Student Life’ sessions
• Interest email sign-ups
• ...
Establish Meaningful Goals
Share Decision Context
Deliver Actionable Analysis
1
3
2
The Problem
Decision Context
• Priorities
- Risk aversion
- Appetite for change
- Politics vs data
• Constraints
- Development resourc...
Media Spend Optimization
SITE GOAL
Facilitate MBA applications
KPI
Number of started MBA applications
Media Spend Optimization
How can we grow our MBA application numbers
using our existing budget?
Decision Context
• Timelin...
Identify constraints,
priorities and resources.
Be realistic.
Establish Meaningful Goals
Share Decision Context
Deliver Actionable Analysis
1
2
3
Establish Meaningful Goals
Share Decision Context
Deliver Actionable Analysis
1
2
3
>>> Configure tracking
Analytics budget
10% on tools / tracking
90% on analysis
Configure tracking
KPIs > Tracking Requirements
Establish Meaningful Goals
Share Decision Context
Deliver Actionable Analysis
1
2
3
Typical Web Reporting
• Year-over-year, visitors increased 18% from 8,951
to 10,562
• Page entrances to the homepage incre...
Typical Web Reporting
Traffic Source Visits Bounce Rate Avg Time on Site
{redacted} / referral 79,976 22% 1:37
Google / se...
“
Avinash Kaushik
Digital Marketing Evangelist at Google
If you see a data puke then you know you are
looking at the resul...
web reporting
• tables, charts, graphs
• something happened
• past tense
web data analysis
• paragraphs
• why something ha...
web reporting web data analysis
• informs (hopefully!) • inspires action
web reporting web data analysis
Why?
So What?
We should…
Typical Web Reporting
Year-over-year, visitors increased 18% from 8,951 

to 10,562
Why?
Google organic traffic landing on ...
Web Data Analysis
Create a CTA on the /admissions page to engage the
growing Google organic audience.
Bonus!

If 5% of the...
Recommendation Level of Effort Priority (1-10) Status
Create stronger CTA on
admissions page
Medium Low Implemented
Link t...
(a word of caution)
Recommendations Status
Recommendations Status
to-do
✔
✔
✘
Recommendations Status
to-do
✔
✔
✘
Recommendations Status
to-do
to-do
to-do
to-do
✔
✔
✘
✘
Recommendations Status
to-do
to-do
to-do
to-do
to-do
to-do
✔
✔
✘
✘
✔
✔
Deliver Actionable Analysis
• Use your goals and decision context
• “Why?”,
• “So What?”
• “We should…”
• Align reporting ...
Establish Meaningful Goals1
Share Decision Context2
Deliver Actionable Analysis3
>>> Configure tracking
Thanks!
Stop Wasting Your Analytics Budget - edUi 2016
Stop Wasting Your Analytics Budget - edUi 2016
Stop Wasting Your Analytics Budget - edUi 2016
Stop Wasting Your Analytics Budget - edUi 2016
Stop Wasting Your Analytics Budget - edUi 2016
Stop Wasting Your Analytics Budget - edUi 2016
Stop Wasting Your Analytics Budget - edUi 2016
Stop Wasting Your Analytics Budget - edUi 2016
Stop Wasting Your Analytics Budget - edUi 2016
Stop Wasting Your Analytics Budget - edUi 2016
Stop Wasting Your Analytics Budget - edUi 2016
Stop Wasting Your Analytics Budget - edUi 2016
Stop Wasting Your Analytics Budget - edUi 2016
Stop Wasting Your Analytics Budget - edUi 2016
Stop Wasting Your Analytics Budget - edUi 2016
Stop Wasting Your Analytics Budget - edUi 2016
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Stop Wasting Your Analytics Budget - edUi 2016

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When approached with clear intentions, web analytics can be a game-changing part of any online presence. It can inform massive redesigns, drive additional engagement, and spur continued site improvements.

Despite its potential, the full power of analytics is often neutered by a misappropriation of priorities and resources, leading to a stream of sterile, uninspiring reports and dashboards. Learn to recognize these challenges, identify them within your own organization, and confront them head on.

We’ll explore the distinction between ‘interesting’ and ‘actionable’ data, the downsides of monthly reports, and the importance of the 10/90 rule. Finally, we’ll identify a single word that will immediately push your analytics strategy in the right direction: “Why?”.

Published in: Data & Analytics
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Stop Wasting Your Analytics Budget - edUi 2016

  1. 1. Stop Wasting Your Analytics Budget October 2016 Mitch Daniels Digital Analyst at Viget
  2. 2. How’s our site doing?
  3. 3.
  4. 4. Establish Meaningful Goals Share Decision Context Deliver Actionable Analysis 1 2 3
  5. 5. Establish Meaningful Goals Share Decision Context Deliver Actionable Analysis 1 2 3
  6. 6. The Problem
  7. 7. Common Requests • We want to know how our site is doing. • We want to know if we’re ‘moving the needle’. • We want to be able to show progress / improvements.
  8. 8. Common Goals • Increase traffic • Increase engagement (pages / session; time on site) • Reduce bounce rate • Drive more email signups
  9. 9. Weak goals yield weak results.
  10. 10. Common Goals • Increase traffic • Increase engagement (pages / session; time on site) • Reduce bounce rate • Drive more email signups
  11. 11. Effective goals are clear, actionable and meaningful.
  12. 12. Total Time Reading (TTR)
  13. 13. Goal Framework
  14. 14. Goal Framework Business Objective BUSINESS OBJECTIVES
 What are our the overarching goals of our organization?
  15. 15. Goal Framework Business Objective BUSINESS OBJECTIVES
 What are our the overarching goals of our organization? “Don’t let your dreams be dreams.”
  16. 16. Goal Framework Business Objective BUSINESS OBJECTIVES
 What are our the overarching goals of our organization? • Increase Undergraduate Enrollment • Grow Alumni Donations • Improve Student Retention • Recruit High-Quality Faculty
  17. 17. Goal Framework Business Objective BUSINESS OBJECTIVES
 What are our the overarching goals of our organization? • Increase Undergraduate Enrollment • Grow Alumni Donations • Improve Student Retention • Recruit High-Quality Faculty
  18. 18. Goal Framework Increase Undergrad Enrollment Site Goal SITE GOALS How does our website contribute to the objective? • Communicate value proposition • Provide path to application
  19. 19. Goal Framework Increase Undergrad Enrollment Communicate Value Prop Provide Application Path
  20. 20. Goal Framework Increase Undergrad Enrollment Communicate Value Prop Provide Application Path KPIs How do we measure progress against site goals? • Sessions viewing ‘Student Life’ content • Interest email sign-ups • Campus tour sign-ups
  21. 21. Goal Framework Increase Undergrad Enrollment Provide Application Path KPIs How do we measure progress against site goals? Communicate Value Prop • ‘Student Life’ sessions • Interest email sign-ups • Campus visit sign-ups
  22. 22. Goal Framework Increase Undergrad Enrollment Provide Application Path KPIs How do we measure progress against site goals? Communicate Value Prop • ‘Student Life’ sessions • Interest email sign-ups • Campus visit sign-ups • Online application starts • Online application completions
  23. 23. Goal Framework Increase Undergrad Enrollment Communicate Value Prop • ‘Student Life’ sessions • Interest email sign-ups • Campus visit sign-ups Provide Application Path • Online application starts • Online application completions Effective goals are clear, actionable and meaningful.
  24. 24. Goal Framework Increase Undergrad Enrollment Communicate Value Prop • ‘Student Life’ sessions • Interest email sign-ups • Campus visit sign-ups Provide Application Path • Online application starts • Online application completions
  25. 25. Establish Meaningful Goals Share Decision Context Deliver Actionable Analysis 1 3 2
  26. 26. The Problem
  27. 27. Decision Context • Priorities - Risk aversion - Appetite for change - Politics vs data • Constraints - Development resources - Budget - Stakeholder approval
  28. 28. Media Spend Optimization SITE GOAL Facilitate MBA applications KPI Number of started MBA applications
  29. 29. Media Spend Optimization How can we grow our MBA application numbers using our existing budget? Decision Context • Timeline - Budget approved annually • Constraints - Maximum total budget - Minimum spend on certain outlets
  30. 30. Identify constraints, priorities and resources. Be realistic.
  31. 31. Establish Meaningful Goals Share Decision Context Deliver Actionable Analysis 1 2 3
  32. 32. Establish Meaningful Goals Share Decision Context Deliver Actionable Analysis 1 2 3 >>> Configure tracking
  33. 33. Analytics budget 10% on tools / tracking 90% on analysis
  34. 34. Configure tracking KPIs > Tracking Requirements
  35. 35. Establish Meaningful Goals Share Decision Context Deliver Actionable Analysis 1 2 3
  36. 36. Typical Web Reporting • Year-over-year, visitors increased 18% from 8,951 to 10,562 • Page entrances to the homepage increased 26% from 6,718 to 8,468 • Page entrances to the /solutions pages decreased 15% from 491 to 419 • Page entrances from Google increased 8% from 6,718 to 7,235 • Contact Us form submits decreased from 17 to 16
  37. 37. Typical Web Reporting Traffic Source Visits Bounce Rate Avg Time on Site {redacted} / referral 79,976 22% 1:37 Google / sem 34,797 54% 0:56 {redacted} / referral 21,697 34% 1:20 Facebook / social 17,901 78% 0:53 paid.outbrain.com / referral 14,996 77% 0:35 Twitter / social 12,299 83% 0:24 (direct) / (none) 10,913 45% 2:26 Undertone / display 7,299 69% 0:42 google / organic 2,013 42% 2:42 uni-watch.com / referral 1,570 25% 1:02 TOP TRAFFIC SOURCES Device Visits Bounce Rate Avg Time on Site Apple iPad 27,973 54% 0:56 Apple iPhone 21,457 76% 0:36 Samsung Galaxy S 9,669 76% 0:48 TOP DEVICES
  38. 38. “ Avinash Kaushik Digital Marketing Evangelist at Google If you see a data puke then you know you are looking at the result of web reporting … If you see words in English outlining actions… then you are looking at the result of web data analysis.
  39. 39. web reporting • tables, charts, graphs • something happened • past tense web data analysis • paragraphs • why something happened • Forward looking • Recommendations
  40. 40. web reporting web data analysis • informs (hopefully!) • inspires action
  41. 41. web reporting web data analysis
  42. 42. Why?
  43. 43. So What?
  44. 44. We should…
  45. 45. Typical Web Reporting Year-over-year, visitors increased 18% from 8,951 
 to 10,562 Why? Google organic traffic landing on /admissions. So what? These sessions bounce 10x more often than average. We should… create a CTA on the /admissions page to engage this growing audience.
  46. 46. Web Data Analysis Create a CTA on the /admissions page to engage the growing Google organic audience. Bonus!
 If 5% of these sessions convert, we’ll see up to 500 additional applications in the next year.
  47. 47. Recommendation Level of Effort Priority (1-10) Status Create stronger CTA on admissions page Medium Low Implemented Link to Student Life more prominently in the main nav Low High To-Do
  48. 48. (a word of caution)
  49. 49. Recommendations Status
  50. 50. Recommendations Status to-do ✔ ✔ ✘
  51. 51. Recommendations Status to-do ✔ ✔ ✘
  52. 52. Recommendations Status to-do to-do to-do to-do ✔ ✔ ✘ ✘
  53. 53. Recommendations Status to-do to-do to-do to-do to-do to-do ✔ ✔ ✘ ✘ ✔ ✔
  54. 54. Deliver Actionable Analysis • Use your goals and decision context • “Why?”, • “So What?” • “We should…” • Align reporting to your organization’s speed
  55. 55. Establish Meaningful Goals1 Share Decision Context2 Deliver Actionable Analysis3 >>> Configure tracking
  56. 56. Thanks!

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