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.

On the Consultant Aproach to Web Analytics

8,882 views

Published on

Julien Coquet, Web Analytics consultant @ OX2 shared his view on what could go wrong when deploying Web Analytics on a pan European level from his 5 years experience as Web Analytics consultant.

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

On the Consultant Aproach to Web Analytics

  1. 1. Web Analytics Wednesday April 18 th 2007 @ OX2 on the consultant approach to Web Analytics by Julien Coquet
  2. 2. Web Analytics and WAW attendees <ul><li>How many of you have already used a Web Analytics tool? </li></ul>
  3. 3. Web Analytics and WAW attendees <ul><li>How many of you have already used a Web Analytics tool? </li></ul><ul><li>How many of you actually take action based on Web Analytics data? </li></ul>
  4. 4. Web Analytics and WAW attendees <ul><li>How many of you have already used a Web Analytics tool? </li></ul><ul><li>How many of you actually take action based on Web Analytics data? </li></ul><ul><li>How many of you now think they could have used an expert’s point of view early on? </li></ul>
  5. 5. A crude introduction … and yes, that comic is from 1995!
  6. 6. About our team <ul><li>Aurélie Pols Dutch economist, speaks French, English, German… and married to a Spaniard </li></ul><ul><li>Siegert Dierickx Senior Web Analytics Specialist, WebTrends product expert </li></ul><ul><li>Julien Coquet Web Analytics consultant, product specialist </li></ul><ul><li>Guillaume Hermans Technical specialist </li></ul><ul><li>New WebAnalytics.be site @ http://www.webanalytics.be </li></ul><ul><li>World-renowned blog @ </li></ul><ul><li>http://webanalytics.wordpress.com </li></ul><ul><li>Inspirations: </li></ul><ul><li>Partnerships </li></ul><ul><li>WebTrends (WIN) </li></ul><ul><li>WebSideStory </li></ul><ul><li>Omniture </li></ul><ul><li>Google Analytics </li></ul><ul><li>Corporate Premier Member of the </li></ul><ul><li>Web Analytics Association </li></ul>
  7. 7. A maturing European context for WA <ul><li>Web Analytics still viewed as lower priority </li></ul><ul><li>Increasing need for structured, consolidated reporting on online activities, esp. in worldwide/global organisations </li></ul><ul><li>Global > regional > local > personal foci </li></ul><ul><li>Web Analytics evolving as a discipline </li></ul><ul><li>Slow but steady recognition of tools, methods & processes </li></ul>
  8. 8. An all-too-common scenario Client assesses WA needs WA decision process Vendor selection via RFP Chaos ensues !?
  9. 9. An all-too-common scenario « Hey, this looked like a good process… What went wrong ? » Chaos ensues !?
  10. 10. Reasons things go wrong: in general (1/2) <ul><li>Reporting is not adapted : </li></ul><ul><ul><li>to business needs </li></ul></ul><ul><ul><li>to marketing needs </li></ul></ul><ul><ul><li>to IT needs </li></ul></ul><ul><ul><li>to regional/local/specific needs </li></ul></ul><ul><li>Linguistic and cultural aspects of measurement and reporting are usually overlooked. </li></ul>
  11. 11. Reasons things go wrong: in general (2/2) <ul><li>No extensive pilot phase means: </li></ul><ul><ul><li>No proof of concept </li></ul></ul><ul><ul><li>No preview of collected data </li></ul></ul><ul><ul><li>No clear idea of what reports should include and mostly, what they should not include </li></ul></ul><ul><ul><li>No clear idea of how to drive actions from reports </li></ul></ul><ul><li>Reporting is simply not used, despite actionable data </li></ul>
  12. 12. Reasons things go wrong: people <ul><li>No clear owner of Web analytics project and processes </li></ul><ul><li>Lack of interest : « WIIFM »?  needs sponsorship! </li></ul><ul><li>Lack of internal resources (personel, bandwidth) </li></ul><ul><li>Employees do not adopt WA-related processes </li></ul><ul><li>Users are not empowered : WA user bottlenecks </li></ul><ul><li>Good old debate: train vs hire ? </li></ul><ul><li>WA learning curve is too steep </li></ul>
  13. 13. Company structure means everything Company CEO/CXO Top management: region/BU Middle & lower management External consultants and contractors
  14. 14. Reporting bottlenecks and obstacles Company CEO/CXO Top management: region/BU Middle & lower management External consultants and contractors
  15. 15. Reasons things go wrong: business 1/2 <ul><li>WA-related processes are either: </li></ul><ul><ul><li>Too high-level </li></ul></ul><ul><ul><li>Too complex </li></ul></ul><ul><ul><li>Too technical </li></ul></ul><ul><li>Don’t measure online sales with a Web Analytics tool! </li></ul><ul><li>Don’t go on a crusade against precise numbers </li></ul><ul><li>Go on a crusade for quality data and reporting instead! </li></ul>
  16. 16. Reasons things go wrong: business 2/2 <ul><li>Roll-up accounts are your friends… but keep an eye on them! </li></ul><ul><li>You don’t always add apples and oranges! </li></ul>Local and/or specific Regional Global
  17. 17. Company structure & reporting BU A BU B BU C Region C Region B Region A
  18. 18. Cross-BU regional performance BU A BU B BU C Region C Region B Region A 1st 2nd 3rd
  19. 19. Cross-regional BU performance BU A BU B BU C Region C Region B Region A 1st 2nd 3rd
  20. 20. Cross-regional performance BU A BU B BU C Region C Region B Region A 1st 2nd 3rd
  21. 21. Cross-BU performance BU A BU B BU C Region C Region B Region A 1st 2nd 3rd
  22. 22. Segmentation: pick your battles wisely Products? Users? SS numbers? What’s next? BU A BU B BU C Region C Region B Region A You can only segment so much before your reports become meaningless and/or not workable
  23. 23. Reasons things go wrong: technology <ul><li>Implementation is overlooked or underestimated </li></ul><ul><li>Naming syntaxes and conventions are your friends </li></ul><ul><li>Quality assurance </li></ul><ul><li>Exceptions, exceptions, exceptions </li></ul><ul><li>« That server we bought for WA fried last night » </li></ul><ul><li>One word: Unicode </li></ul>
  24. 24. Get your KPIs in battle order <ul><li>Focus on what really matters for your company: </li></ul><ul><ul><li>Define your key performance indicators (KPIs), </li></ul></ul><ul><ul><li>Measure, </li></ul></ul><ul><ul><li>Take action </li></ul></ul><ul><ul><li>Rinse & repeat </li></ul></ul><ul><li>Internal/political discussions will force you to prioritize your KPI definition and measurement. That does not mean you should forget about the lower priority items (they return to haunt you in your sleep  ) </li></ul>
  25. 25. The case for team building <ul><li>Again, lack of internal resources </li></ul><ul><li>No internal harmonization between people, requirements, processes and actionable data reports </li></ul><ul><li>This can only lead to one of two things: </li></ul><ul><ul><li>Give up on Web Analytics </li></ul></ul><ul><ul><li>Start putting together a Web Analytics team </li></ul></ul><ul><li>Guess which choice I recommend?  </li></ul>
  26. 26. Julien Coquet Web Analytics Consultant – France [email_address] Aurélie Pols COO / Web Analytics & Marketing Manager [email_address] Thank you for your attention Contact us for access to our WA white papers!

×