Digital Juggler presentation at #MeasureCamp on how better communication between business decision makers and web analysts is essential and can improve the quality and relevance of project output.

1. MeasureCamp
Lost in Translation –
Understanding Your Business
Audience
hosted by:
James Gurd, Owner, Digital Juggler
@jamesgurd
digitaljuggler.com

2. Image: cartoonstock.com

3. I said “Do you speak-a my
language?”
 The barriers of
misunderstanding:
 Not asking the right questions
(to understand why the project sponsor is
initiating the project and what outcomes
they want to achieve).
 Not understanding the
motivations of the target
audience (or not being able to fully
understand the pressures they are under).
 Not being able to translate
knowledge and expertise into
easily digestible conclusions
and recommendations.

4. Great expectations
Who is your Client?
 What are their expectations? Realistic
(within scope)?
 What do they know about web
analytics?
 Do they know the relationship: web
analytics/VoC/testing/optimisation?
OR
 What is their experience of structured
analysis?
 Where are their knowledge gaps?
 Do they really know what they want? Is
there a clear brief?
(Nudity optional)

5. Understanding
the pressures Time
• Don’t have time to do the work
of the business directly.
• Teams are busy on other projects.
audience • Time pressures to make effective
business decisions.
Resource
• Finite budget.
• Insufficient in-house skills.
• Need proactive reliable partners to
help take ownership of the project.
Results
• Investment must deliver an ROI.
• Output has to be practical and
useful.
• Must demonstrate achievement to
the Board.

6. It’s
aluminium, no Venus
t aluminum! “Wow, I’ve found so
much amazing
stuff, my work is sh&t
hot!”
Mars
“I have no idea what
any of this means or
what you want me to
do with it!”
=FAIL

7. Clear & concise
recommendations
Section Recommendation Business benefit Priority Difficulty
Review and fix/redirect Gain authority on links and potentially
3.1 Medium Easy
broken links increases rankings.
Better crawling of site helps get all
3.2 Implement HTML Sitemap Low Medium
content indexed.
Better crawling of site helps get all
3.3 Implement XML Sitemap Medium Complex
content indexed.
Allows Additional keywords to be
Separate video content onto
3.4 optimised, as well as provides a great Low Medium
different pages
area to link to.
Immediately strengthens the site,
3.5 Updating 302 redirects potentially see an upward movement in High Low
rankings.
Stops the site from getting hurt from
O 4.1 Duplicated pages duplicate content, thus may see an
upward movement in rankings.
High Medium
R Duplicated URLs from
Stops the site from getting hurt from
4.2 duplicate content, thus may see an High Medium
parameters
upward movement in rankings.
Better crawling of site helps get all
5.1 Page load speed Low Medium
content indexed.
Improves Keyword targeting – not
5.2 Using H1 tags for headings immediate ranking factor, but best Low Low
practice.
Increases chances of getting good click
5.3 Updating meta descriptions through rate from SERPs – may lead to Medium Medium
increased traffic.
Stops the site from getting hurt from
5.4 Category Page Filters duplicate content, thus may see an Medium Complex
upward movement in rankings.

8. Presenting
data: Problem/Issue
What business challenge is being
actionable analysed?
insight
Analysis
What data did you evaluate and
what process did you follow to
investigate this issue and interpret
the data?
Conclusion/Recomme
ndation
What action(s) does the business
need to take and what are the
implications of these actions?

9. Key take-away thoughts
 Ask the right questions upfront. ….for the perfect union
 Find out who you need to influence –
what do they really want?
 Understand the commercial drivers for
the project.
 Define clear scope & goals.
 Relate your output back to these goals
– is the information relevant?
 Start with the
conclusions/recommendations then
work back to the detail if required.
 Don’t undo good work with poor
presentation.
Worth reading “Data That Persuades”:
ht.ly/dhy8m You data beast. That’s
the best analysis I’ve
ever had

10. Thank You
hosted by:
James Gurd, Owner, Digital Juggler
@jamesgurd
digitaljuggler.com