1. Breaking down the Barriers to the
Use of Digital Analytics
21st Jan 2015

2. G’day, I’m Peter
So I am pretty
busy these days…
21st Jan 2015@peter_oneillPage 2
I run an Analytics consultancy

3. Current state of play for Digital Analytics
 I believe we are failing the consumers of analytics
data
 There are impressive exceptions but in the minority
Page 3 @peter_oneill 21st Jan 2015

4. Barriers to the Use of Digital Analytics
@peter_oneillPage 4 21st Jan 2015

5. Barriers to the Use of Digital Analytics
1. Poor set-up of Analytics tools
2. Lack of analytics expertise
3. Minimal to no investment in Analytics
4. Poor perception of Analytics
5. Lack of understanding of potential with
Analytics
6. No integration within business processes
7. No ownership of Analytics
Page 5 21st Jan 2015@peter_oneill

6. Page 6
HOW TO BREAK DOWN
THESE BARRIERS
21st Jan 2015@peter_oneill

7. Maturity model is a great framework
<insert company name>, we have a problem
@peter_oneillPage 7 21st Jan 2015

8. Actions to Break down Barriers
1. Get the basics right
Page 8 21st Jan 2015@peter_oneill

9. Initial 3 Barriers to Overcome
1. Know what you need to know
2. Capture this information
3. Be able to access the information
@peter_oneillPage 9 21st Jan 2015

10. Actions to Break down Barriers
1. Get the basics right
2. Tap into the Agile movement
 Continuous enhancement of tracking
Page 10 21st Jan 2015@peter_oneill

11. Lean Analytics & the one metric that matters
 http://www.amazon.com/Lean-
Analytics-Better-Startup-
Faster/dp/1449335675
Page 11 21st Jan 2015@peter_oneill

12. Actions to Break down Barriers
1. Get the basics right
2. Tap into the Agile movement
 Continuous enhancement of tracking
3. Training throughout the organisation
Page 12 21st Jan 2015@peter_oneill

13. Educate people on the basics – then more
 HITS – How Idiots Track Success
 UVs = Users = unique browsers = inflated number
 Campaign tracking is easy, attribution is hard
 You can track anything e.g. Weather
Page 13 21st Jan 2015@peter_oneill

14. Actions to Break down Barriers
1. Get the basics right
2. Tap into the Agile movement
 Continuous enhancement of tracking
3. Training throughout the organisation
4. Proof of Concept / Pilot Project
Page 14 21st Jan 2015@peter_oneill

15. Make mistakes with low impact
Page 15 21st Jan 2015@peter_oneill

16. Actions to Break down Barriers
1. Get the basics right
2. Tap into the Agile movement
 Continuous enhancement of tracking
3. Training throughout the organisation
4. Proof of Concept / Pilot Project
5. Internal Champions / Case Studies
Page 16 21st Jan 2015@peter_oneill

17. You can’t make people use analytics
Page 17
 But you can get to the point where they are
begging you to help them make more money…
21st Jan 2015@peter_oneill

18. Actions to Break down Barriers
1. Get the basics right
2. Tap into the Agile movement
 Continuous enhancement of tracking
3. Training throughout the organisation
4. Proof of Concept / Pilot Project
5. Internal Champions / Case Studies
6. Ownership
Page 18 21st Jan 2015@peter_oneill

19. Maturity model is a great framework
@peter_oneillPage 19 21st Jan 2015
 Analytics would actually finally be prioritised
 E.g. the work would finally get done on time
 Common situation,
Analytics tracking is low
priority for new
website/feature/campaign
launch
 If this meant someone
senior is fired
 Or at least not paid a bonus

20. Actions to Break down Barriers
1. Get the basics right
2. Tap into the Agile movement
 Continuous enhancement of tracking
3. Training throughout the organisation
4. Proof of Concept / Pilot Project
5. Internal Champions / Case Studies
6. Ownership
7. Processes / Templates
Page 20 21st Jan 2015@peter_oneill

21. People want data?
 If people want data from you, must first give you:
1. An hypothesis of what they expect to see in the data
2. The action they will take based on the data
Page 21 21st Jan 2015@peter_oneill

22. Actions to Break down Barriers
1. Get the basics right
2. Tap into the Agile movement
 Continuous enhancement of tracking
3. Training throughout the organisation
4. Proof of Concept / Pilot Project
5. Internal Champions / Case Studies
6. Ownership
7. Reporting (yes seriously)
Page 22 21st Jan 2015@peter_oneill

23. Approach to Reporting
 Why are we talking about reports??
 So people don’t have to use analytics tools
 Tell me more…
 All reports are automated and anti-data pukes
 So what sort of reports?
 Daily Email
 Live Dashboard
 Daily Tactical reports
 Weekly Performance dashboards
 Hierarchy of Dashboards
 Performance Diagnostic reports
Page 23 21st Jan 2015@peter_oneill

24. Weekly Performance Dashboards
@peter_oneillPage 24 21st Jan 2015

25. Hierarchy of Dashboards
Executive
Summary
Ecommerce
Top Products
Availability
Marketing
Organic
Social Media
Content
Landing
Pages
Blog Posts
Performance
Summary
Page 25 21st Jan 2015@peter_oneill

26. Diagnostic – Entry Points vs Traffic Sources
 Overview of where people enter the website from
each channel
 Evaluate quality of each traffic source/entry
 Using Bounce Rate or Conversion Rate or metric of
your choice
@peter_oneillPage 26 21st Jan 2015

27. Business Performance Diagnostic
 Identify underperforming areas
 Create a list of actions with value per fix
@peter_oneillPage 27 21st Jan 2015

28. Actions to Break down Barriers
1. Get the basics right
2. Tap into the Agile movement
 Continuous enhancement of tracking
3. Training throughout the organisation
4. Proof of Concept / Pilot Project
5. Internal Champions / Case Studies
6. Ownership
7. Reporting (yes seriously)
8. Tactical – Focus on Business Actions
Page 28 21st Jan 2015@peter_oneill

29. Merchandise Report
A.Most popular
product
B.The money maker
C.Something is wrong
D.Another issue here
E.Opportunity
product, make more
visible
Page 29 21st Jan 2015@peter_oneill

30. Content Report
 Article #2 – is not actually that good
 Article #11 – promote everywhere you can
@peter_oneillPage 30 21st Jan 2015

31. Actions to Break down Barriers
1. Get the basics right
2. Tap into the Agile movement
 Continuous enhancement of tracking
3. Training throughout the organisation
4. Proof of Concept / Pilot Project
5. Internal Champions / Case Studies
6. Ownership
7. Reporting (yes seriously)
8. Tactical – Focus on Business Actions
Page 31 21st Jan 2015@peter_oneill

32. Which Actions should you take?
Page 32 21st Jan 2015@peter_oneill

33. Which Actions should you take?
Page 33 21st Jan 2015@peter_oneill

34. Themes behind the Recommended Actions
 Analytics must impact business performance
 Analytics must deliver immediate value
 Analytics consumers must be excited about using
information from data
 Analytics consumers must be able to “see this, do
that”
 Minimise the initial set-up phase
 Focus on one business action at a time
 The “fun” part of analytics will then begin to
flow…
@peter_oneillPage 34 21st Jan 2015

35. THANK YOU
Page 35
I can be found at
• peteroneill@l3analytics.com
• @peter_oneill
• +44 7843 617 347
• www.linkedin.com/in/peteroneill
@peter_oneill 21st Jan 2015