Introduction to analytics, metrics & key performance indicators.

1. Analytics…
as easy as 123!
connect about.me/andykaiser

2. What the heck is…
Analytics?

3. The Avinash Kaushik
Definition:
“The analysis of qualitative and quantitative data from your
business and competition to drive continual improvement of the
online experience that your customers and potential customers have
which translates to your desired outcomes, both online and offline.”
Want to know more?
www.kaushik.net

4. Metric or…
Key Performance
Indicator?

5. A Metric refers to any number (that
attempts to quantify performance).
Metrics? KPI?

6. KPIs are specific metrics that quantify performance
relative to business and/or digital objectives.
Metrics? KPI?

7. a KPI echoes organizational goals KPI Characteristics

8. a KPI is decided by management KPI Characteristics

9. a KPI provides context KPI Characteristics

10. a KPI creates meaning on all organizational levels KPI Characteristics

11. a KPI is based on legitimate data KPI Characteristics

12. a KPI is easy to understand KPI Characteristics

13. a KPI leads to action! KPI Characteristics

14. “…a KPI is a Metric
but a Metric is not
necessarily a KPI!”
More about KPI & Metrics : bit.ly/1lzTrT3

15. Start with
Why?
How great leaders inspire action: bit.ly/OX0t5a

16. Follow with…
What? How?

17. ...how to answer “what?“
The ABCD
Framework

18. How much traffic do we have? Where does it come
from (Search , Referrers, Direct)? Distribution of
Earned, Owned and Paid media?
Acquisition

19. What is the behavior when people arrive? What pages
did they see? Did they visit repeatedly? Did they look at
what we want them to?
Behavior

20. What gives value delivered to the business? People
buying a product? Signing up for email promotions? Conversion

21. What characteristics of the users are important?
Where do I get the data?
Dimension &
Datasource

22. ...“what?“ from a marketing perspective
The RACE
Framework

24. ...“what?“ from a pirate (startup) perspective
The AARRR
Framework

26. ... persons (analyst, experts, etc) are the most important asset.
How?Not just tools…

27. metrics/kpis analysed in context generate the real value
Context?
What, When & Where…

28. Thanks for listening