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Pw C Engage 10.14r.09

How an analytics culture drives the success of your business

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Pw C Engage 10.14r.09

  1. 1. How an analytics culture drives the success of your business<br />Jeff Danko<br />Business Analytics Manager<br />PricewaterhouseCoopers, LLP<br />PwC<br />
  2. 2. About PricewaterhousCoopers<br />PricewaterhouseCoopers provides industry-focused assurance, tax and advisory services to build public trust and enhance value for our clients and their stakeholders. <br />More than 163,000 people in 151 countries across our network share their thinking, experience and solutions to develop fresh perspectives and practical advice. We are a network of firms and each firm is a separate legal entity. <br />
  3. 3. Analytics Manager or Metrics Coach<br />The evolution of analytics<br />Building an analytics culture<br />You know you’re an analytics culture when . . .<br />Examples of actionable reports<br />Agenda<br />
  4. 4. Analytics manager or Metrics Coach?<br />
  5. 5. Analytics Manager or Metrics Coach<br />
  6. 6. The evolution of web analytics<br />
  7. 7. The evolution of web analytics<br />3.0 Actionable <br />2.0 Analyze<br />1.0 Monitor<br />
  8. 8. Building an analytics culture<br />
  9. 9. Building an analytics culture <br />Make WebTrends data accessible <br />Coach your stakeholders on “Key Performance Indicators” (KPIs) for measuring success:<br />Coach your colleagues on quality vs. quantity of the data<br />Changing the focus to actionable data<br />
  10. 10. WebTrends access<br />Marketing Community Template<br />
  11. 11. Key performance indicators <br />Key Performance Indicator’s will help your business achieve your specific goals through the definition and measurement of progress and success. <br />The KPI’s selected should be <br />Measurable<br />Long-term considerations<br />Acquisition, Engagement, Conversion, Retention<br />
  12. 12. Aligning your KPI with a metrics report<br />
  13. 13. Focus on the quality vs. quantity<br />Avoid data overload<br />Determine which data best addresses your marketing objectives<br />
  14. 14. Focus on the quality vs. quantity<br />
  15. 15. Making data actionable <br />In 2005, Forrester Research asked web professionals what they found to be the hardest part of using analytics in their organizations. Only 24% replied pulling their data; by contrast 53% said “acting on the findings.<br />“What’s the most difficult aspect of analytics for your company?”<br />Pulling together the data – 24%<br />Forming the hypothesis – 9%<br />Developing the analytical models – 12%<br />Interpreting the results – 3%<br />Acting on the findings – 53%<br />
  16. 16. Example reports* data is not representative of any meaningful measurement period<br />
  17. 17. Advertising <br />Marketing Channel Drilldown Report<br />
  18. 18. Client research – XYZ Bank<br />Corporate visitor (by page) report<br />
  19. 19. Onsite Search<br />Onsite search term by performance report<br />
  20. 20. Consolidated traffic sources<br />Traffic sources – levels of engagement and conversion<br />
  21. 21. Filtered client list<br />Organization – levels of engagement and conversion<br />
  22. 22. Site API<br />
  23. 23. Desktop widgets<br />
  24. 24. Summary <br />The evolution of analytics<br />Monitor<br />Analyze<br />Take Action<br />Building an analytics culture<br />Make data accessible<br />Discussing the success story<br />Quality vs. quantity<br />Making data actionable<br />Examples of making reports more actionable<br />Publicizing the data externally and internally<br />API’s<br />Desktop widgets<br />
  25. 25. Q&A<br /> <br />