Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Keynote adam greco

314 views

Published on

#EMSNYCDAY2

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Keynote adam greco

  1. 1. LESSONS LEARNED OVER A DECADE OF #MEASURE eMetrics - New York Oct 31, 2017 Adam Greco, Analy>cs Demys>fied
  2. 2. @adamgreco WHO AM I? • Managed website @ CME Group • Employee #165 @ Omniture • Helped create consul>ng prac>ce @ Omniture • Associated with 1,000+ analy>cs implementa>ons • Senior Director of Web Analy>cs @ salesforce.com • Author of Adobe SiteCatalyst Handbook • Senior Partner @ Analy>cs Demys>fied • Digital Analy>cs Associa>on (DAA) Board Member
  3. 3. @adamgreco WHEN I STARTED IN WEB ANALYTICS • Webtrends was the 800 pound gorilla • There was no Google Analy>cs and only a select few had used or heard of Urchin • Omniture had only a handful of customers (including me!) • Mobile phones weren't "smart" yet and weren't tracked • The only social networks around were LinkedIn, Friendster & MySpace (and they were just launched)
  4. 4. @adamgreco USE VISUALS TO SHARE DATA IF YOU WANT YOUR AUDIENCE TO REMEMBER WHAT YOU ARE SAYING
  5. 5. @adamgreco SO A LOT HAS CHANGED, BUT IN MANY WAYS THINGS ARE THE SAME...
  6. 6. @adamgreco SOMETIMES YOU LOSE THE BATTLE, BUT WIN THE WAR
  7. 7. @adamgreco
  8. 8. @adamgreco MARKETING CHANNEL LEADS COST COST/LEAD Paid Search 50,000 $106,000 $2.12 Display Ads 40,000 $78,800 $1.97 E-mail 10,000 $12,000 $1.20 Super Bowl Ad 5,000 $6,000,000 $1,200
  9. 9. @adamgreco "OUR CUSTOMERS..." IS BETTER THAN "WE THINK..."
  10. 10. @adamgreco
  11. 11. @adamgreco
  12. 12. @adamgreco
  13. 13. @adamgreco Dental Clown Toy Supplies Teeth Comedy Jokes Improv Gums
  14. 14. @adamgreco YOU NEED TO COMPLIMENT DATA WITH FEEDBACK
  15. 15. @adamgreco Why did you not complete this form? A. Don't want to get SPAM B. Too many fields on form C. Not ready for free trial D. Other ________________
  16. 16. @adamgreco • Voice of Customer (Foresee, OpinionLab, etc...) • Session Replay Tools (Hotjar, ClickTale, Decibel Insight, etc...) • Usability Hub (www.fivesecondtest.com) • Focus Groups • Etc... COMPLIMENT DATA WITH FEEDBACK
  17. 17. @adamgreco Ogen >mes, projects are 95% complete when someone says "shouldn't we add analy>cs?" AVOID ANALYTICS FIRE DRILLS • You need to build analy>cs into exis>ng processes so they are thought of when projects begin, not near the end • Rushing to add tracking produces sub- op>mal results that make your team look bad • You should refuse to add tracking when it is an ager-thought or they will never learn a lesson!
  18. 18. @adamgreco GET OUT OF YOUR CUBICLE & TALK TO PEOPLE IN THE BUSINESS
  19. 19. @adamgreco BEING CREATIVE CAN BE AS IMPORTANT AS BEING SMART
  20. 20. @adamgreco
  21. 21. @adamgreco
  22. 22. @adamgreco
  23. 23. @adamgreco INTEGRATING DATA CAN HAVE A SYNERGISTIC EFFECT (1 + 1 = 3)
  24. 24. @adamgreco MARKETING + SALES
  25. 25. @adamgreco MARKETING + SALES
  26. 26. @adamgreco WHAT YOU CHOOSE TO ANALYZE IS CRITICAL TO YOUR SUCCESS
  27. 27. @adamgreco
  28. 28. @adamgreco LOOK FOR KPI'S IN WHICH A SIGNIFICANT RISE OR FALL RESULTS IN SOMEONE BEING PROMOTED OR FIRED...
  29. 29. @adamgreco JUST BECAUSE YOU CAN TRACK SOMETHING, DOESN'T MEAN YOU SHOULD
  30. 30. @adamgreco
  31. 31. @adamgreco BUSINESS REQUIREMENTS HELP PROVIDE A FRAMEWORK FOR ANALYTICS SUCCESS
  32. 32. @adamgreco IMAGINE THAT THERE IS NO SPOON
  33. 33. @adamgreco 1. Reverse-engineer current implementa>on into business requirements 2. Use your website/app and see what ques>ons can be added 3. Interview execu>ves/stakeholders to get business ques>ons 4. Work with stakeholders to priori>ze business requirements DON'T HAVE BUSINESS REQUIREMENTS?
  34. 34. @adamgreco
  35. 35. @adamgreco RELATE REQUIREMENTS TO SOLUTION
  36. 36. @adamgreco
  37. 37. @adamgreco KNOWING HOW TO USE YOUR ANALYTICS TOOLS IS MORE IMPORTANT THAN YOU THINK
  38. 38. @adamgreco
  39. 39. @adamgreco
  40. 40. @adamgreco
  41. 41. @adamgreco
  42. 42. @adamgreco
  43. 43. @adamgreco PERCEPTION IS REALITY - GUARD YOUR TEAM'S INTERNAL REPUTATION
  44. 44. @adamgreco DATA QUALITY MATTERS!
  45. 45. @adamgreco www.alarmduck.com
  46. 46. @adamgreco WHENEVER POSSIBLE, PUT THINGS INTO FINANCIAL IMPACT
  47. 47. @adamgreco
  48. 48. @adamgreco
  49. 49. @adamgreco EMPLOYEES USUALLY DON'T QUIT FOR MORE $$$, THEY QUIT BECAUSE THEY DON'T FEEL VALUED
  50. 50. @adamgreco TRY TO BE A THERMOSTAT, NOT A THERMOMETER
  51. 51. @adamgreco Immature organizations use web analytics like they would a thermometer - as a way to see the current data or report on the past @adamgreco
  52. 52. @adamgreco Mature organizations use web analytics like they would a thermostat - as a way to change the future @adamgreco
  53. 53. @adamgreco
  54. 54. ADAM GRECO adam@analy>csdemys>fied.com @adamgreco www.analy>csdemys>fied.com

×