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#1NLab16 - Training for the Long Run: How to Strengthen Your Analytics Platform

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Senior Strategist Cathy Lynk and Strategist Mitch Diehl discuss not only the importance of analytics in building a digital strategy, but also how to create a plan to put those analytics to work.

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#1NLab16 - Training for the Long Run: How to Strengthen Your Analytics Platform

  1. 1. NOV 2-4, 2016 Training for the Long Run How to Strengthen Your Analytics Platform
  2. 2. NOV 2-4, 2016 Cathy Lynk Mitch Diehl
  3. 3. We have an endless amount of data at our fingertips
  4. 4. Our goal is to find CLARITY from the noise
  5. 5. If you can’t measure it, You can’t IMPROVE it.“ - Peter Drucker Process Management Thought Leader
  6. 6. Identify goals Establish key metrics Measure results Optimize performance Our Analytics Framework
  7. 7. A Quick Poll NOV 2-4, 2016
  8. 8. 21 1 1
  9. 9. Identify Your Goals NOV 2-4, 2016 Identify Goals // Establish Key Metrics // Measure Results // Optimize Performance
  10. 10. NOV 2-4, 2016 Identifying Goals: How To § Establish your baseline § Root goals in firm strategy § Define goals that are both actionable and measurable
  11. 11. NOV 2-4, 2016 Identifying Goals: Where to Start Inputs to your analytics goals: § Firm Strategic Plan § Annual Marketing Goals § New Firm Initiatives “My goal, is to run to the moon.”
  12. 12. Establish Key Metrics NOV 2-4, 2016 Identify Goals // Establish Key Metrics // Measure Results // Optimize Performance
  13. 13. Pageviews Google has over 400 Metrics and Dimensions available for custom reports Average Time on Page Bounce Rate Total Events Unique Events Unique Pageviews Sessions New Visitors Returning Visitors Browsers Regions Page Titles
  14. 14. Hypotheses allow you to identify which metrics are the most meaningful
  15. 15. EXAMPLE “Since our new offering was rolled out within the last quarter, visitors are unaware of its existence and thus not navigating to its page.”
  16. 16. EXAMPLE “Less than 5% of Capabilities section traffic is looking at the page of our new offering.” Unique PageviewsPage Titles
  17. 17. Start simple. Build Complexity.
  18. 18. Measure Results NOV 2-4, 2016 Identify Goals // Establish Key Metrics // Measure Results // Optimize Performance
  19. 19. NOV 2-4, 2016 Hypothesis à Metrics à Dashboard
  20. 20. Measuring Results: A Few Tips § Capture data over at least a 3 month period § Compare data over multiple time periods § Analyze data across 2 dimensions at a time § Marry the results back to the goals you set § Consider any external influencers that may impact your website’s behavior
  21. 21. “Though you finished last, you BEAT all those who did not run. - Cathy’s Mom
  22. 22. NOV 2-4, 2016 Context is Key Bad! Below average time on page 00:02:06 /insights/ /services/
  23. 23. NOV 2-4, 2016 Context is Key Good! Office contact information is quick and easy to find 00:02:06 /insights/ /services/
  24. 24. Optimize Performance NOV 2-4, 2016 Identify Goals // Establish Key Metrics // Measure Results // Optimize Performance
  25. 25. Identify Goals Analytics in Action Courtesy of Google Analytics Success Stories • Increase sales and engagement within key geographic regions • Unify the PUMA experience across product categories
  26. 26. Establish Key Metrics Analytics in Action Courtesy of Google Analytics Success Stories • Event Tracking • Traffic by Segment • Behavior Flows Test Version A Test Version B Test Version C
  27. 27. Measure Results Analytics in Action Courtesy of Google Analytics Success Stories • Custom filters and reports • Comparison dashboards across segments Test Version C Test Version A Test Version B
  28. 28. Optimize Performance Analytics in Action Courtesy of Google Analytics Success Stories • Increase sales and engagement within key geographic regions à Increased site traffic by 47% in growing regions • Unify the PUMA experience across product categories à Increased online orders by 7%
  29. 29. Wrapping Up NOV 2-4, 2016
  30. 30. NOV 2-4, 2016 User research landscape BEHAVIORAL Source: Nielsen Norman Group Eye-tracking Usability Testing Ethnographic Field Studies Web Analytics A / B Testing Concept Testing Diary / Camera Studies Customer Feedback Card Sorting Desirability Studies Intercept Surveys Email Surveys Co-creation exercises Focus Group Interviews QUANTITATIVE ATTITUDINAL QUALITATIVE Analytics Enables You to Ask the Right Questions
  31. 31. NOV 2-4, 2016 User research landscape BEHAVIORAL Source: Nielsen Norman Group Eye-tracking Usability Testing Ethnographic Field Studies Web Analytics A / B Testing Concept Testing Diary / Camera Studies Customer Feedback Card Sorting Desirability Studies Intercept Surveys Email Surveys Co-creation exercises Focus Group Interviews QUANTITATIVE ATTITUDINAL QUALITATIVE Supplementary Research Methods get you closer to the Right Answer
  32. 32. Identify ____ Establish ___ ______ Measure ______ Optimize __________ Dawn – Pass out the tests.
  33. 33. Identify goals Establish key metrics Measure results Optimize performance Just Kidding! But seriously, let’s review.
  34. 34. NOV 2-4, 2016 What Does This Mean for You? We just redesigned our website We are thinking about redesigning We are already tracking website analytics
  35. 35. Resources Google Analytics Academy Nielsen Norman One North Blog Thank You
  36. 36. NOV 2-4, 2016 Training for the Long Run How to Strengthen Your Analytics Platform

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