Ruth Cheesley - Joomla! World Conference 2013 - Is your business intelligent?


Published on

How do you know what's really going on with your business if you don't gather and analyse data about your website? This talk covers what information can be tracked, why you might want to analyse the data to inform business decisions, and some useful tools to help you along the way.

Published in: Technology, Business
1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Good morning, My name is Ruth Cheesley and I run a business based in the UK called Virya Technologies.
    You can connect with me on Twitter at @Rcheesley or google+ as
    I'm going to talk to you for about 45 minutes about one of my favourite subjects – data analysis – in particular about analysing data from your website.
  • So, I thought after I submitted this talk that perhaps it should be titled 'Confessions of a data nerd'!
    Interested in data analysis for a long time
    The power of knowing what is really going on cannot be underestimated
    Using data effectively within your business is critical to success
  • I didn't start out life as a data geek though – originally I trained as a physiotherapist – fixing people's bodies and helping people to get better after accidents, recover from illness and generally manage their health.
  • On click slide changes – now I fix websites, help them recover from 'accidents' with SEO, and generally manage the health of sites.
  • My baptism of fire, so to speak, with data analysis started in the bathroom – quite literally. CLICK
    I was asked to help look into the increasing rates of these two chaps – Clostridium difficile (or C.diff) and Meticillin-Resistant Staphylococcus Aureus (or MRSA) by Suffolk Primary Care Trust – who were the body which managed all the hospitals and healthcare facilities across Suffolk.
  • My job became available, because they thought they had a problem – well, you can clearly see there was a problem – with the rising number of Healthcare Acquired Infections.
    These are infections which the person has acquired while in the healthcare system. You can see in 06/7 there were a staggering 900+ cases of these infections, just in our area. A problem indeed!
  • The Primary Care Trust were convinced the problem was with the Hospitals – acute care facilities – and they were fining the hospitals quite heavily for the high numbers they were reporting.
    When I spoke to the hospitals, surprisingly enough, they had quite a different view.
  • The hospitals were convinced the problem was being started and spread in the community, and that the people were arriving at hospital 'primed' with the infection.
    The data available was .. let's say .. less than helpful – and it was almost impossible at that time to track down where the root cause of the problem lay.
  • So, I enthusiastically bounced onto the scene with my bright light and maginfying glass, and shone a bright light on lots of things.
    Data was the absolute central point for unpicking this – and it had to be done quickly. People were quite literally dying on a weekly basis from infections they should never have picked up.
    Not too much pressure then!
  • My first day was hell!
    Word documents, folders, reports
    No data validation
    Threw it all out (along with my toys) and started afresh, with data I could trust
    Systems to check incoming data
    Systems to track the journey of every patient
    Picked up clusters and closed wards
    Issued improvement notices to care homes
    Made people very grumpy with my strict data standards!
  • It paid off. With a lot of hard work, underpinned by a strong, reliable data set, we were able to significantly reduce the rate of these HCAI's within two years.Peoples' lives were saved, due to having good data which was analysed and interpreted correctly.
  • So, how does this relate to your business?
    Started running a business – need for data is always present
    Often overlooked with small and medium sized businesses
    Often don't have the time to check regularly enough (I certainly don't!)
    Let's look at some of the reasons why it's so important to have good data analysis in your business
  • I've been populating the Joomla! Documentation with most of the information I'm mentioning, including how to tips – please check it out and contribute!
    Just create an account and get editing!
  • It's one thing having a gut feeling or a hunch about something, but when it comes to your business, you need to know.
    Without proper data collection,analysis and interpretation a weather forecaster can only see from horizon to horizon what is going on – they can't really predict much more than what they can see right now. The same is true of everything in your business.
    If you are not measuring it, you're blind – now and an in the future
  • Looking back and projecting forward, how do you measure whether the time and money you invest into something brings a return on investment – and quantify that return?
    If you hire someone to support your extensions, for example, how can you be sure that the money you pay them will be recouped through sales of that extension?
  • How do you know when somebody mentions you on their site, or links to you?
    What about if they write an awesome review of your products, or tell people how great you are?
  • It's also important to identify negative reviews or articles, pick up on problems like dead links, illegal use of your software and more.
  • So, what can – and should – we measure? My thoughts on this are that you should be capturing as much data as you possibly can – even if you don't have the time or resources to analyse it now.
    Going forward, you can't analyse data if you haven't been collecting it.
  • So, let's jump right in and get started with analysing some data!
    There are some tools which I will mention which are really helpful in getting started with analysing data about your website – some you might know about, some might be new to you.
  • A relatively new addition to the Google Analytics package are custom dashboards. These allow you to bring together a whole load of metrics from your analytics into one easy-to-use place, which you can analyse over time.
    Dashboards are a great addition and you can install pre-made dashboards from the Analytics Gallery, which means you don't even have to add them yourself!
  • Segments are a great way to chunk up your data, allowing you to compare specific segments of your market – whether it be gender, number of keywords used, country of origin – you name it, you can segment by it.
  • Cyfe is a great tool which allows you to bring all kinds of business intelligence together in one place – not just from Analytics – to analyse and compare. There is a free plan where you can use up to 5 blocks, or a paid plan which gives you unlimited blocks. If you mention to them that you heard about Cyfe at JWC you'll get a 25% lifetime discount too!
  • So when considering business analytics I chunk things down into four P's
    Let's start with the first – Problems – which tends to be the most commonly known about, but often not monitored!
  • The first of the four P's is the one we mostly tend to be on the lookout for – but you'd be surprised how many businesses don't monitor for even the basics.
  • Site health – is your site offline?
    SEO – are pages on your site unavailable? Are you doing the right thing with your page structure? Any problems with duplicated content?
    Page load time – how fast is your site loading? Is it a good user experience?
  • Site health – is your site offline? Are there problems with your pages?
    SEO – are pages on your site accessible? Are you doing the right thing with your page structure? Any problems with duplicated content?
    Page load time – how fast is your site loading? Is it a good user experience?
  • First thing is to find out if you have a problem – webmaster tools has the ability to tell you whether Goolge is finding 404 errors on your site, and allows you to fix them too.
  • You can also proactively monitor 404 traffic by setting up a custom segment – find out what happens with 404's on your site and then segment your data to look for that traffic.
  • Speed
  • Speed
  • Speed
  • Speed
  • Speed
  • Speed
  • Speed
  • Speed
  • Speed
  • Speed
  • Mentions on the web
    Social mentions
    Incoming links
  • Monitor your link profile
    (Majestic, webmaster tools)
  • Monitor your link profile
    (Majestic, webmaster tools)
  • What matters to your business
    What do you consider a conversion
    How do you want customers to engage/interact
  • Not only website-based – also consider ad campaigns, social interactions, social sharing, etc.
  • Can they find what they are looking for?
    Are they able to convert quickly?
    Where are you losing sales?
    How can you tweak your site to improve conversion rate?
  • Shift away from traditional analytics which looks at clicks, number of conversions
    Move towards qualitative data, looking at how a visitor interacts with your site and what they do when they are there
    What areas do they hover on? How far do they scroll? What are they clicking on?
  • What matters to your business
    What do you consider a conversion
    How do you want customers to engage/interact
  • What matters to your business
    What do you consider a conversion
    How do you want customers to engage/interact
  • What matters to your business
    What do you consider a conversion
    How do you want customers to engage/interact
  • Speed
  • Speed
  • Where do your current and prospective customers hang out?
    Where do they talk about what they like?
    Where do they make recommendations? Probably everywhere!
    ALWAYS ask where someone found your info when they call/email
  • Brand mentions
    What you do – e.g. mentions of joomla developer in 50 mile radius
    Services you provide
    Things you can help with
    Customers and potential customers
    Your network can become your evangelists – they don't need to know what Joomla! Is, just that you do it, to refer you leads.
    Google Alerts, Social Monitoring, Be involved
  • Problems
  • Problems
  • Problems
  • Ruth Cheesley - Joomla! World Conference 2013 - Is your business intelligent?

    1. 1. Is your business intelligent? Ruth Cheesley – Virya Technologies Autor: 18.10.12 @RCheesley /
    2. 2. Confessions of a data nerd!
    3. 3. Trained to fix bodies
    4. 4. Trained towebsites! Now I fix fix bodies
    5. 5. It all started with ...
    6. 6. We think we have a problem ...
    7. 7. We think the problem is ...
    8. 8. They think the problem is ...
    9. 9. Enter Detective Ruth!
    10. 10. My first day ...
    11. 11. With good data analysis, lives are saved
    12. 12. How does this relate to my business? Autor: 18.10.12 @RCheesley /
    13. 13. Autor: 18.10.12 @RCheesley /
    14. 14. How much do you actually know?
    15. 15. How can you tell if it was worth it?
    16. 16. Monitor your reputation
    17. 17. Identify problems quickly
    18. 18. What can we measure?
    19. 19. Let's jump right in!
    20. 20. Google Analytics Dashboards
    21. 21. I wonder what happened here! Google Analytics Segments
    22. 22. Cyfe Dashboards
    23. 23. The four P's Autor: 18.10.12 @RCheesley /
    24. 24. Problems
    25. 25. Website problems
    26. 26. Site Health
    27. 27. 404 Discovery
    28. 28. 404 Monitoring
    29. 29. 404 Alerts
    30. 30. Data Integrity Dashboard
    31. 31. Site Speed
    32. 32. Site Speed
    33. 33. A problem here! Site Speed by country
    34. 34. Server Health
    35. 35. Server Response Time
    36. 36. Site Performance Dashboard
    37. 37. Search Engine Optimisation
    38. 38. Monitor Best Practice
    39. 39. Monitor sources of traffic & engagement
    40. 40. Analyse content relevance
    41. 41. SEO Dashboard
    42. 42. Performance
    43. 43. Identify important metrics
    44. 44. Monitor success & abandonment
    45. 45. Monitor user experience
    46. 46. Traditional Analytics Behavioural Analytics • Quantitative Data • Qualitative Data • Clickstream Based • Interaction Based • Primarily Statistical • Primarily Visual Clicktale
    47. 47. The Challenge The North Face wanted to increase the conversion rate of their Shopping Cart page with large numbers of visitors that were not converting. The Solution ClickTale’s Heatmaps and Session Playbacks revealed that a large number of visitors were not paying attention to the Checkout button on the Shopping Cart page, because their attention was being diverted by a promotional banner above the button. The Results In the new version of the page, the checkout button was moved above the banner, getting an impressive conversion rate increase of 65% over the original version. Small tweaks, big change Back
    48. 48. User testing
    49. 49. E-Commerce monitoring
    50. 50. What about mobiles?
    51. 51. Tell me when there is more than a 10% increase in visits than last week Tell me when there is more than a 10% increase in conversion rate than last week Analytics Alerts
    52. 52. Performance dashboard
    53. 53. Prominence
    54. 54. Where are your customers?
    55. 55. Who talks about you?
    56. 56. Reviews are important
    57. 57. Listen for mentions & opportunities
    58. 58. Find new opportunities & mentions
    59. 59. Engage visitors to your site
    60. 60. Social media dashboard
    61. 61. People
    62. 62. It's not all about the product or service
    63. 63. Authorship
    64. 64. In Summary Autor: 18.10.12 @RCheesley /
    65. 65. The Four P's
    66. 66. Make it easy for yourself
    67. 67. If you can't do it, outsource it
    68. 68. Any Questions? Autor: 18.10.12 @RCheesley /