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See This, Do That Analytics presentation from Superweek 2014


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This is my presentation from Superweek 2014 on See This Do That Analytics. It covers a different approach to supporting users of Digital Analytics data, focusing on the business impact being generated. The starting point must be to provide users with the insights they need to inform their day to day actions.

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See This, Do That Analytics presentation from Superweek 2014

  1. 1. See This, Do That Analytics 21st Jan 2014
  2. 2. Who am I?     G’day, I’m Peter... Founder of L3 Analytics, London based Digital Analytics Consultancy Also Founder of MeasureCamp, Co-Founder of MeasureBowling & Chair at eMetrics London Currently nominated for DAA Rising Star in case anyone here has a vote… Page 2 @peter_oneill 21st Jan 2014
  3. 3. Current state of play for Digital Analytics   I believe we are failing the users of analytics data There are impressive exceptions but in the minority Page 3 @peter_oneill 21st Jan 2014
  4. 4. An example of success with analytics  My favourite talk from eMetrics London 2013  Identify a problem area Collect the necessary data for insights Use that data to resolve the problem    (one off or ongoing) Page 4 @peter_oneill 21st Jan 2014
  5. 5. A bit of a light bulb moment      This helped solidify my thinking I believe we need to change our focus Originally we asked – what data do you need? We evolve – What are your business questions? Now I think the question should be: What actions can you take?    What insights do you need to inform those actions? What data do we need to provide those insights? How can we give you the insights you need in a way that you can act upon them? Page 5 @peter_oneill 21st Jan 2014
  6. 6. See This, Do That Analytics    Providing people with the insights they need to help them in tasks they are performing Answers for the real world My vision with this    We need to go back to basics We need to make analytics useful to everyone We need people to believe in analytics Page 6 @peter_oneill 21st Jan 2014
  7. 7. See This, Do That Analytics – a Definition     It is for users of analytics data, not analysts It is not another way of saying real time data It is tool agnostic and it is data source agnostic Users request the report    They have necessary training to interpret the report    Whatever format Automated, not via an analyst ideally Although reports are designed to require as little interpretation as possible They are able to act immediately upon insights Hence “see this, do that…” Page 7 10th Dec, 2012
  8. 8. Examples of actions people take 1. 2. 3. 4. 5. 6. Fix broken links Promote product/content on social media Feature product/content on homepage Feature product/content on navigation pages Adjust a product’s description, price, image Adjust a content piece’s heading, image This will vary by sector, by company, by role Page 8 @peter_oneill 21st Jan 2014
  9. 9. Example 1 – Fixing 404 Error Pages  Set up required tracking         URLs & referrers for 404 error pages Any tool, any method Create custom reports List all URLs resulting in 404 error pages List all referrers leading to 404 error pages Cross reference the URLs and referrers Sort in priority order, hunt down & fix problems Otherwise known as See This, Do That Page 9 10th Dec, 2012
  10. 10. Example 2 – Merchandise Report A. B. C. Most popular product The money maker Something is wrong Page 10 D. E. Another issue here Opportunity product, make more visible @peter_oneill 21st Jan 2014
  11. 11. Example 3 – Top Content Report  Imagine if you could filter on business action!! Page 11 @peter_oneill 21st Jan 2014
  12. 12. Can we do this now with our Analytics tools      The Web Analytics tools we use don’t seem to handle real world problems very well Chartbeat has made steps in the right direction but is limited Google/Adobe Analytics have custom reports but I am unconvinced for use by non analysts Visual Revenue was built around this idea Short/medium term solution  Do anything you can to provide the end users with the data they need to take actions Page 12 @peter_oneill 21st Jan 2014
  13. 13. What I will be doing this year     I want my clients to be excited about analytics I want them open to the possibilities I want them using analytics themselves My starting point       No longer aiming for the perfect implementation It will not be all about the big list of recommendations Instead – must add immediate value They must be able to take actions based on the data I can do all of the other fun stuff second… But a “See This Do That” approach for an immediate impact must be the first step Page 13 @peter_oneill 21st Jan 2014
  14. 14. THANK YOU I can be found at • • @peter_oneill • +44 7843 617 347 • Page 14 @peter_oneill 21st Jan 2014