6. Define your business objectives
Who do we
want to come
to our site?
What do we
What is our want them to
website for? do on our
site?
How do
we define
success?
7. Objective: Increase online subscriptions
Focused lines of enquiry:
How are we driving online subscriptions?
When are we driving online subscriptions?
Where are we driving online subscriptions?
From whom are we driving online subscriptions?
To what extent are we driving online subscriptions?
8. Objective: Drive online subscriptions
How are we driving online subscriptions?
KPI: total £s subscriptions v.s traffic source
When are we driving online subscriptions?
KPI: number of subscriptions v.s. day of the week
Where are we driving online subscriptions?
KPI: subscriptions per visit v.s visitor location
From whom are we driving online subscriptions?
KPI: subscriptions per visit v.s new/returning visitor
To what extent are we driving online subscriptions?
KPI: subscriptions v.s. visits or £ online v.s £ offline
9. Questions first
Focused Relevant / Actionable
questions outcome- insights
Educated
related data
Action
10. Objective: maximise audience response
• Maximise retention of information
• Maximise agreement
• Maximise passion
11. What have you been drinking?
DRANK COFFEE AUDIENCE % OF MEMBERS AVERAGE AVERAGE LEVEL
OR WATER MEMBERS AGREE WITH AMOUNT OF OF
SPEAKER INFO RETAINED ENTHUSIASM
WATER 26 15% (4) 52% (MEDIUM) MEH
COFFEE 14 86% (12) (61% HIGH) CRAZED
Hmm.. There’s
something in this
coffee…
20. Context aware content targeting
More Better
Educated
Data Analysis Effective Business
Action
Website Outcomes
21. Context is king
• To effectively target content, we need
to understand the users context:
> Device
> Location
> User type and prior history
> The search term they used to find us
> Referring site
22. From understanding comes great things
• Once we understand:
> What our analytics data is telling us
> The results of our testing
> Our users’ context
• We can start to target content in real
time
27. Learn, improve, grow
DATA
MORE AND
BETTER ANALYSIS
TRAFFIC
BETTER
EDUCATED
BUSINESS
ACTION
OUTCOMES
MORE
EFFECTIVE
WEBSITE
28. Key points
• Strategy before data
> Focus on business objectives
> Decide KPIs before viewing reports
• Test, test, test!
• Start the process of content
targeting
• Test some more!
28
29. Thank you, any questions?
Stephen Morgan
Email: smorgan@squiz.co.uk
Editor's Notes
Analytics used to gain insights that ultimately lead to better / real business outcomes.
We normally dive straight in to data in hope of finding helpful conclusions
Analytics reports are usually too complicated to understand and therefore not used OR too simplistic and therefore don’t provide enough meaning to be useful.
but this tends not to lead to useful insights.
The way to find these is to define what you want to know first. Start with basic question: what ultimately are you looking to achieve online?
Let’s say it’s to drive online subscriptions. These are the sort of key questions to focus on, as they relate directly to your ultimate objective.
Map ‘key performance indicators’ on to these questions, then seek values for them in Analytics.
Putting questions first lets you cut straight through the relevant data. The most relevant and actionable insights will stem from that.
Another example of this process: me looking to maximise impact of presentation: my aims on the slide.
Looking for analytics to answer questions directly relating to those aims, with relevant KPIs. The gives best chance of reaching actionable insights
like ‘it’s better when audience members drink coffee’.
Analysis now straightforward and immediately and clearly usable because fully driven by / tied to your bottom line aim.
You have the right data now but not always easy to know what changes to make.
Controlled experimentation is a valuable way of finding the right response to make. ‘fail’ asap by identifying deficient areas and changing them.
a/b testing answer question of what changes to make. It’s also a powerful way of getting changes made. It bypasses delays and opinions that typify the normal process of analyst > decision maker > inaction.
Squiz Analytics has a great a/b testing feature.
Squiz Analytics has a great a/b testing feature.
a/b testing answer question of what changes to make. It’s also a powerful way of getting changes made. It bypasses delays and opinions that typify the normal process of analyst > decision maker > inaction.
Another example of this process: me looking to maximise impact of presentation: my aims on the slide.
Another example of this process: me looking to maximise impact of presentation: my aims on the slide.
Adding traffic to the big picture of your online activity.