1. DEEP THOUGHTS + OPINIONS ON DIGITAL
ANALYTICS
Peter O’Neill

2. G’day, I’m Peter
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3. My session at MeasureCamp London #1 (Sept ‘12)
 With great power comes great complexity
 Models on which to structure your thinking
 Maturity model,
 performance gap analysis
 attract, interest, consideration, conversion
 Lean startup thinking
 The concept of engagement - is really likelihood
to purchase
 Member analytics
 Using web analytics to understand book
reading
 Tools for tag management and testing that
transfer work from devs to non technical
analysts
 Better/easier ways of defining KPIs
 Campaign attribution
 Not about the tool
 Admitting the impossibility of useful data at visitor
level and moving on
 Can you use scoring
 Does testing combinations of media spend work?
 How to overcome barriers to the use of web
analytics
 Simple tools
 The idea of productising web analytics services
 How to overcome the lack of skilled
practitioners
 Using web analytics for merchandising
 The importance of story telling
 How agencies survive without caring about web
analyticsPage 3
Shit I find interesting

4. Discussion points for today
1. Attribution
2. Buzzwords
3. Business questions
4. Agencies
5. Achieving success
6. Fractals
7. Basics
8. Frameworks
9. Education
10. Privacy
11. Future inspiration
12. Life priorities
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5. Getting Attribution out of the way early
 17th Sept 2010 -
https://www.ayima.com/blog/measurin
g-multichannel-marketing-
campaigns.html
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 23rd Jan 2020 -
https://adexchanger.com/data-driven-
thinking/after-google-finally-really-did-
it-a-necessary-system-cleanup/
 8th Feb 2018-
https://www.searchdiscovery.com/blog/
pragmatic-attribution-build-a-model-of-
models

6. Analytics buzzword bingo
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Impossible
to create
solution
Solution
created
uniquely by
gifted people
Solutions
recreated by
experts
Templates
available for
use by skilled
people
Tools created
so solution
used by less
skilled people

7. If analytics is about providing answers…
How much time do you spend on identifying the right questions?
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8. Agencies and their love for data
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9. How to do Digital Analytics properly
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5
4
3
2
1
0
Data practitioner
Data savvy
Data competent
Data informed
Data aware
Data novice
6 Data expert

10. The repetitive nature of analysing data
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11. Understanding the basics of how Digital Analytics tools
work
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12. The lack of Digital Analytics frameworks
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13. The lack of formal Digital Analytics education options
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14. Privacy
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15. My first retail business
 I have a website
 On this website, I sell things
 I make money when people visit the website and buy my products
 I spend money on telling people about my website so they visit and
buy stuff
 I want to know things…
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16. My first retail business
 I want to know how many people come to my website
 I want to know if they already know me or this is their first visit
 I want to know how they found me and my website
 I want to know what they look at on my website and what they do
 I want to know if they buy something from me and what this is
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17. My first retail business
 I want to know what they like about my website
 I want to know what they find useful about my website
 I want to know if they ever get lost on my website
 I want to know if there is anything that stops them from giving me
money
 I want to know how to spend my money to make the most money
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18. My first retail business
 I want to know if I should spend more money on telling people about
my website
 and which people and how do I tell them and what do I tell them
 I want to know if I should spend more money on my website
 and what part of my website and which feature
 I want to know if I need more of the same or different products
 And what sort of products
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19. My first retail business
 I want to know if the person on my website has bought from me
before
 I want to know if a person is likely to buy or not
 I want to talk about my website to people who are most likely to buy
things from me
 I want other companies to help me do everything I want to do
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20. Privacy
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21. The future wave of Digital Analytics thought leaders
 Each MeasureCamp can nominate up to 2 speakers from the day
 Must have given a presentation
 Can’t already be a conference speaker
 They submit a recording of them giving a talk (uploaded to YouTube)
 Winner gets all expenses paid Superweek experience including
speaking slot!Page 21

22. Priorities in life
 How do you know when you are successful?
 Task: write down for yourself how you will know you are a success
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