Creating a Culture of Analytics

Creating a Culture of Analytics
Creating a Culture of Analytics John Lovett Senior Partner, Web Analytics Demystified @johnlovett Insights from Web Analytics Demystified www.webanalyticsdemystified.com Thursday, May 27, 2010
2 Thursday, May 27, 2010
Lessons Learned Camping Under a Glacier Change is constant Micro details shape the macro picture Culture evolves at a glacial pace 4 Thursday, May 27, 2010
Business Culture Is: “A blend of the values, beliefs, taboos, symbols, rituals and myths all companies develop over time.” ~ Entrepreneur Thursday, May 27, 2010
Agenda: Creating A Culture of Analytics Find True North Create a Waterfall Strategy Become a Storyteller 6 Thursday, May 27, 2010
FIND TRUE NORTH Thursday, May 27, 2010
FIND TRUE NORTH Thursday, May 27, 2010
True North Within the Enterprise 8 Thursday, May 27, 2010
True North Within the Enterprise Gut Feel 8 Thursday, May 27, 2010
True North Within the Enterprise Data Driven Gut Feel 8 Thursday, May 27, 2010
True North Within the Enterprise Data Driven Traditional Gut Feel 8 Thursday, May 27, 2010
True North Within the Enterprise Data Driven Innovative Traditional Gut Feel 8 Thursday, May 27, 2010
True North Within the Enterprise Data Driven Confucianism Innovative Traditional Gut Feel 8 Thursday, May 27, 2010
True North Within the Enterprise Data Driven Confucianism Innovative Traditional Darwinism Gut Feel 8 Thursday, May 27, 2010
SUCCESS IS HARD TO FIND 9 Thursday, May 27, 2010
THERE ARE NO DIRECTIONS YOU CAN FOLLOW ... Thursday, May 27, 2010
THERE IS ONLY PEOPLE, PROCESS, AND TECHNOLOGY Thursday, May 27, 2010
Assess Your People People are critical to analysis Individual analysts cannot succeed alone Analytics is a team effort 12 Thursday, May 27, 2010
LEADERSHIP IS ESSENTIAL Flickr: le_phi72 13 Thursday, May 27, 2010
Assess Your Process 14 Thursday, May 27, 2010
Assess Your Process 1. Who within your organization comes into contact with digital data? 14 Thursday, May 27, 2010
Assess Your Process 1. Who within your organization comes into contact with digital data? 2. What sources of digital data are used for analysis and insights? 14 Thursday, May 27, 2010
Assess Your Process 1. Who within your organization comes into contact with digital data? 2. What sources of digital data are used for analysis and insights? 3. Where are the pockets of digital data success or resistance within your company? 14 Thursday, May 27, 2010
Assess Your Process 1. Who within your organization comes into contact with digital data? 2. What sources of digital data are used for analysis and insights? 3. Where are the pockets of digital data success or resistance within your company? 4. When is digital data disseminated throughout your organization? 14 Thursday, May 27, 2010
Assess Your Process 1. Who within your organization comes into contact with digital data? 2. What sources of digital data are used for analysis and insights? 3. Where are the pockets of digital data success or resistance within your company? 4. When is digital data disseminated throughout your organization? 5. Why are some digital data projects more successful than others? 14 Thursday, May 27, 2010
Assess Your Process 1. Who within your organization comes into contact with digital data? 2. What sources of digital data are used for analysis and insights? 3. Where are the pockets of digital data success or resistance within your company? 4. When is digital data disseminated throughout your organization? 5. Why are some digital data projects more successful than others? 6. How does digital data currently affect change within your organization? 14 Thursday, May 27, 2010
Instill a Test & Learn Practice Organize Hypothesize Summarize Proselytize 15 Thursday, May 27, 2010
Assess Your Technology Simple presentation tools Flexible data repositories Powerful data manipulation environment Rich analytical modeling capabilities 16 Thursday, May 27, 2010
Beware the Wobbly Technology Stack Flickr: escher 17 Thursday, May 27, 2010
Recognize Your Capabilities Visitor Scope of Insight Session Voice of Customer Social Web Analytics Analytics Integrated View of Visitor Behavior Customer Experience Mgt Quan4ta4ve Type of Data Qualita4ve 18 Thursday, May 27, 2010
True North Ain’t Always Pretty Take a realistic assessment of your company Identify levers that trigger change Understand your measurement capabilities 19 Thursday, May 27, 2010
CREATE A WATERFALL STRATEGY Thursday, May 27, 2010
The Waterfall Strategy Corporate Goals Business Objectives Measures of Success Operational Tactics 21 Thursday, May 27, 2010
The Waterfall Strategy: Goals Corporate Goals = Vision Understand, embrace and support Socialize goals widely Leverage motivating factors 22 Thursday, May 27, 2010
The Waterfall Strategy: Objectives Business Objectives = Strategy Foster Dialog Promote Advocacy Facilitate Support Spur Innovation 23 Thursday, May 27, 2010
The Waterfall Strategy: Measures Measures of Success = Management Key Performance Indicators… Provide context Set expectations Mandate actions 24 Thursday, May 27, 2010
The Waterfall Strategy Operational Tactics = Execution Specific campaigns Channel preferences Closed loop feedback 25 Thursday, May 27, 2010
A Social Marketing Example... Goal Objective Measures Tactics 26 Thursday, May 27, 2010
A Social Marketing Example... Goal Increase Awareness Objective Measures Tactics 26 Thursday, May 27, 2010
A Social Marketing Example... Goal Increase Awareness Objective Measures Tactics 26 Thursday, May 27, 2010
A Social Marketing Example... Goal Increase Awareness Objective Foster Dialog! Measures Tactics 26 Thursday, May 27, 2010
A Social Marketing Example... Goal Increase Awareness Objective Foster Dialog! Measures Share of Voice! Tactics 26 Thursday, May 27, 2010
A Social Marketing Example... Goal Increase Awareness Objective Foster Dialog! Measures Share of Voice! Audience Engage- ment! Tactics 26 Thursday, May 27, 2010
A Social Marketing Example... Goal Increase Awareness Objective Foster Dialog! Measures Share of Voice! Audience Conversa- tion Reach! Engage- ment! Tactics 26 Thursday, May 27, 2010
SOCIAL BRANDING • http://www.youtube.com/watch? v=am1PlnbWHAY 27 Thursday, May 27, 2010
USE A MEASUREMENT FRAMEWORK 30 Thursday, May 27, 2010
THE FRAMEWORK BEGINS WITH GOALS !"#$%&'' (%)*+,-.' /"%&0' 31 Thursday, May 27, 2010
...FROM GOALS STEM OBJECTIVES !"#$%&' ()*+",' 465&' !"#$%&'' -&"."$%' 788"1*9"8'(%)*+,-.'/01"2*23' /"%&0' !*2)+)$*$%' 4566"&$' 32 Thursday, May 27, 2010
...THEN MEASURES OF SUCCESS ./01%#,%* 2#3(3%4%#5* 6-(&%* !"#$%&'()"#* "7*8"1,%* +%(,-* >";1,* !"#$%&' .,)$%* >&%#0'* ()*+",' .0$",(5%'* 6%#)4%#5* 465&' !"#$%&'' .0$",(5%* -&"."$%' +()"* 788"1*9"8'(%)*+,-.'/01"2*23' :#</%#,%* /"%&0' :0%(* !*2)+)$*$%' .0$",(,9* :4;(,5* 4566"&$' :4;(,5* +%'"=/)"#* 6()'7(,)"#* +(5%* 6,"&%* +%'"=/)"#* >14%* 33 Thursday, May 27, 2010
TACTICS... ./01%#,%* 2#3(3%4%#5* 6-(&%* !"#$%&'()"#* "7*8"1,%* +%(,-* >";1,* !"#$%&' .,)$%* >&%#0'* ()*+",' .0$",(5%'* 6%#)4%#5* 465&' !"#$%&'' .0$",(5%* -&"."$%' +()"* 788"1*9"8'(%)*+,-.'/01"2*23' :#</%#,%* /"%&0' :0%(* !*2)+)$*$%' .0$",(,9* :4;(,5* 4566"&$' :4;(,5* +%'"=/)"#* 6()'7(,)"#* +(5%* 6,"&%* +%'"=/)"#* >14%* 34 Thursday, May 27, 2010
./01%#,%* 2#3(3%4%#5* 6-(&%* !"#$%&'()"#* "7*8"1,%* +%(,-* >";1,* !"#$%&' .,)$%* >&%#0'* ()*+",' .0$",(5%'* 6%#)4%#5* 465&' !"#$%&'' .0$",(5%* -&"."$%' +()"* 788"1*9"8'(%)*+,-.'/01"2*23' :#</%#,%* /"%&0' :0%(* !*2)+)$*$%' .0$",(,9* :4;(,5* 4566"&$' :4;(,5* +%'"=/)"#* 6()'7(,)"#* +(5%* 6,"&%* +%'"=/)"#* >14%* 35 Thursday, May 27, 2010
A Waterfall Strategy Carries Ideas... Facilitates collaboration with multiple stakeholders Sets expectations and mandates actions Introduces process amid potential chaos Places efforts in business context 36 Thursday, May 27, 2010
BECOME A STORYTELLER Thursday, May 27, 2010
Cultures Are Built Upon Stories Master the art of good storytelling Support stories with evidence and facts Celebrate successes by sharing stories 38 Thursday, May 27, 2010
Elements of a Good Story... A good story: begins with a strong dilemma... that builds to a crisis... which forces a decision and action... leading to a resolution... by the protagonist. 39 Thursday, May 27, 2010
- dilemma... - crisis... - decision... - resolution... Flickr: gjik - Hero. 40 Thursday, May 27, 2010
Just the Facts Please “In God we trust. All others bring data.” ~W. Edwards Deming 41 Thursday, May 27, 2010
The Devil’s in the Details Offer “appetizer” information Avoid hieroglyphics Understand your organization’s hierarchy of needs 42 Thursday, May 27, 2010
The Analytical Hierarchy of Needs Recommenda4ons Insights Informa4on Data 43 Thursday, May 27, 2010
Celebrate Success Create internal heroes and legends Showcase capabilities through storytelling Offer plentiful opportunities to learn 44 Thursday, May 27, 2010
Flickr: cotmweasel 45 Thursday, May 27, 2010
Flickr: cotmweasel 45 Thursday, May 27, 2010
What’s Your Story? Make it familiar Ensure it’s meaningful Tell it with conviction 46 Thursday, May 27, 2010
Building a Culture of Analytics Find true north Create a waterfall strategy Become a storyteller 47 Thursday, May 27, 2010
Want To Learn More? 48 Thursday, May 27, 2010
John Lovett, CWA Senior Partner, Web Analytics Demystified John.Lovett@webanalyticsdemystified.com (603) 262-5636 or @johnlovett Insights from Web Analytics Demystified www.webanalyticsdemystified.com Thursday, May 27, 2010

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