Bachtiar is a tech startup & science enthusiast with more than 7 years experience in digital marketing, ecommerce, analytics and product development. Bachtiar has spend his career life as marketing leader at top ecommerce such as Lazada & Blanja.com. Currently Bachtiar develop a startup called Kofera, a technology company who provides Software as a Service (SaaS) marketing automation platform powered by Artificial Intelligence (AI) and machine learning. Established in 2016, Kofera helps companies build & optimize PPC campaign using machine learning algorithm to maximize business ROI. Kofera has helped many clients from various industries. Recently, Kofera received pra-series A funding lead by MDI Ventures and followed by Indosterling, DNC & Gunung Sewu. *** This slide was shared at Tech in Asia Product Development Conference 2017 (PDC'17) on 9-10 August 2017. Get more insightful updates from TIA by subscribing techin.asia/updateselalu

1. Planning Your Analytics Implementation
by Bachtiar Rifai

2. What is Analytics & Why Should We Care?
Analytics is the discovery, interpretation, and communication of
meaningful patterns in data. Especially valuable in areas rich with
recorded information, analytics relies on the simultaneous application of
statistics, computer programming and operations research to quantify
performance.
Discover → How we find the data
Interpret → What insight we can find in the data
Communicate → Spread the finding & pattern across organization to make an impact

3. What is Analytics & Why Should We Care?
Instinct wasn’t good enough.Analysis of data can uncover correlations,
finding patterns and ultimately predict next outcome.
In a nutshell analytics help us understands:
❏ What happened?
❏ How or why did it happen?
❏ What’s happening now?
❏ What is likely to happen next?

4. “Analytics is not only about measurement, it involves testing and telling
story behind the data. However, the real purpose is to TAKE ACTION to
improve, based on insights from well-interpreted data”
(Ravi Singh)

5. General Checklist for Analytics Plan
❏ Start by setting yourKPIs, Audience and Reporting Strategy
❏ Identify all the things you need to measure
❏ Create proper documentation of yourtagging strategy, parameters
and metadata
❏ Select appropriate analytics tools

6. General Checklist for Analytics Plan
Image Source: Thotwave

7. Analytics Lifecycle
Planning Implementation Analysis Improvement
Business Goals
KPI Worksheet
Analytics Spec
Reporting Plan
Tools
Development
Validation
Data Collection
Automation
Dashboard
Investigation
Optimization
Action Plan
New Tagging
New Campaigns
Experimental Testing

8. When you have to start for your analytics?
What is your business goals?
What are your “KPIs”?
Who will you report to?
What actions will you take?

9. Analytics Planning in a Nutshell
Define your
business goals
Set your KPIs
Identify your
audience
Design
Reporting
Strategy
Plan your
analytics
requirements
Reference: https://www.slideshare.net/ravijsingh/revealing-behavior-a-strategic-approach-to-web-analytics

10. Goal & Key Performance Indicator
Revenue
Visit
Conversion
Rates
Leads
Cost per
Acquisition
Email
Open Rates
Top Keywords
Top Products
Session Length
Page Views
Bounce Rates
Social Shares
Click Through
Rates
Cost per Install
# of Download
Avg. Order
Size
Cost per Order

11. Audience & Reporting Strategy
Top Management Marketers Product Developer & UX
Ensure developing robust
system and smooth UI & UX
Focus on features
improvement
Efficiency and effectivity of
campaign & channel
performance
Big Picture of overall
business-oriented metrics

12. Analytics Tool

13. Sample Domain Specific Analytics
● Core Web Analytics – Adobe Analytics, Adobe Insights, Google,
Webtrends, CoreMetrics
● Session Replays – ClickTale, CrazyEgg, TeaLeaf
● Tag Management – Tealium
● App Analytics – Mixpanel
● A/B Testing – Optimizely
● User Research – UserZoom, Foresee
● Marketing – Paid, SEO and Social (AdWords, Marin, Kensho,
Marketo, Kofera)
● Business Intelligence – MicroStrategies, Tableau, QlikView

14. What Next?
1. Technical Analytics Implementation Strategy
2. Automate Reporting
3. Selecting the Right Analytics Tools
4. Model Validation
5. Data Driven Organization Culture

15. THANK YOU
Jl. Belimbing No. 7, Pejaten Barat
Pasar Minggu, Jakarta Selatan 12510
bachtiar@kofera.com
https://kofera.com