Analytics update - Sean Burton

@analytdata analyt.co.uk
Sean Burton – Analyt
sean@analyt.co.uk | @analytdata | analyt.co.uk
I'm passionate about improving customer experience and business value by using a blend of data, technology and
psychology.
• Formerly the Director of Measurement at Seren Design Ltd.
• A 15 year career covering: Content Management Systems, Interaction Design, Product Management, Web Analytics,
Voice of Customer, and Data Visualisation.
• Extensive experience with companies large & small
• FTSE 100 companies across financial, telecommunication, gaming, and retail sectors.
• Start-ups & charities
• Married with two kids & a dog
• Oh and a Scuba diving instructor

• Customer Experience
• Google Analytics
• UX – Remote Testing & Surveys
• Dashboards
• Bringing it all together

“I got there in the end but it was a
struggle. Probably best try
www.acme.com”
…not what I
expected
I’ll try another site
This is a
nightmare!
Grrr, where’s the
phone?
What a load of
b*ll**ks!!

BusinessValue
Analytical Maturity
Implementation
(Getting it right)
Insight
(Where are you?)
Optimisation
(Where do you want to go?)
Foresight
(What will it be like?)
Implementation
• Vendor Selection
• Stakeholder interviews
• Data audits
• Report scoping
• Report Creation
Insight
• Report/data interpretation
• Scorecards (static)
• Rapid Response Survey
• Training
Optimisation
• Dashboards (interactive)
• Data Integration
• Tag Management
• Data audits
• Automation
Foresight
• Predictive modelling
• Visitor Propensity Modelling
• Data Mining
• Data Logistics
• Insight Visualisation

• Calculated Metrics!
• Enhanced eCommerce (all about the products)
• Acquisition Reports
• Custom Reports & Dashboards
• Intelligent Alerts
• Benchmarks
• Loads more…

• Allows you to apply calculations to existing GA fields – you no longer
need to extract to Excel!

• Great for product level analysis
• Great funnel drop-off analysis

• Enables you to see the sequence of marketing interactions
• Are you paying twice to the same conversion?

• Create custom reports & Dashboards to show only what’s meaningful to
your business

• Create customised alerts to email you when certain conditions are met,
such as ‘Sessions’ greater than xxx during a Day

• Opt-in to benchmarks to see how you compare against other similar
sites in your industry – note that your data are anonymously shared with
other too.

• GTM allows you to deploy code changes without developers
• Approval workflow included (Preview before deployment)
• Roll back changes
• Custom data capture

Surveys are a great way of gathering feedback from your customers, helping you to improve
your existing services and/or products, as well as helping to find new opportunities.
We offer a full end-to-end service to help you plan, design,
implement and analyse your surveys, we can provide:
• Planning & invite design
• Scripting & implementation support
• Regular reporting, analysis & recommendations
• On-going support & maintenance
• Additionally, we can help with interpretation and
analysis, as well as general advice and training.

Web site feedback
We’d love to here your thoughts on how we can
improve our site
Yes | No
Site Survey
1. Which of the following best describes your
reasons for visiting the site today:
• [Drop-down of key tasks]
2. Where you able to complete this?
• [Drop-down: Yes, Partially, No]
3. How easy did you find it?
• [Single select on scale 0-10]
4. Would you recommend this site to your family
and friends?
• [Single select on scale 0-10]
5. Any other comments?
• [Text box]

Visualise your data to drive action

Requirements
analysis
•Interviews with
stakeholders
Data and systems
review
•Review data sources
•Review current
reports
•Review reporting
systems
Design
•Conceptual reporting
model
•Data model
•Dashboard wireframes
•Mock ups
Prototype
•Dashboard design and
prototyping
•Reporting technology
selection
Automation
•Production systems
•Dissemination

1. Relevance
• Make sure you’re showing the right stuff to the right person at the right time
2. Context
• Try to ‘ground’ each metric, by showing the: metric; trend; and comparator (3D Metric
Presentation)
• Also think about other associated metrics
3. Colour
• Use sparingly, e.g. only red for alerts
• Don’t solely depend on colour to convey meaning – couple with an icon, e.g. green up-arrow
vs red down-arrow.
• Consider colour associations, e.g. Blue for Conservative & Red for Labour.
4. Story
• Configure the dashboard to tell a story. Most people read top-left to bottom-right – try to
layout metrics with a logical flow and consider adding a commentary.
5. Aesthetic
• Be driven by function and not form. However, tailor your design to your audience, you don’t
want an exec to be put off simply because the dashboard is ugly!

Accept your baby may be ugly! Be prepared to ‘watch’ and ‘listen’ Ensure ongoing measurement

Create remarkable moments Act quickly and respond to change Develop a culture of continuous
improvement
Understand
MeasureFix & Act
Advocate

Phase 1 – Discovery
Business requirements
Stakeholder interviews to
determine what ‘good’ looks like.
Quick health check
Basic audit to identify ‘quick wins’
& establish scope for
implementation phases
Technical feasibility audits
Review of technical environment
to establish capabilities
Phase 2 – Build
 Planning, design & metrics mapping
Creation of data dictionary to translate business
requirements into metrics & Key Performance Indicators
(KPIs) along with associated benchmarks & targets.
 Implementation support
Operational assistance in delivering required code or Tag
Management (TMS) for data capture.
 Reporting, automation & visualisation
Creation and/or scheduling of required reports &
dashboards to enable data-driven decision making
Phase 3 – Refine & Advocate
 Training, optimisation & maintenance
End-user training sessions, from basic introduction to advanced
workshops, to ensure business adoption. Optimisation & maintenance
of existing reports allowing end-users to be more efficient.
 Customer advocacy & modelling
Guidance & implementation support on embedding effective
customer feedback programmes
 Optional on-going support
Regular retained support from 1 day per month (min 3-month
contract), so assistance is only a phone call, email, or tweet away.

info@analyt.co.uk @analytdata0191 704 2045 W analyt.co.uk
Digital customer intelligence: optimising customer experience to drive business performance

Analytics update - Sean Burton

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (11)

Similar to Analytics update - Sean Burton

Similar to Analytics update - Sean Burton (20)

More from Screen Pages

More from Screen Pages (17)

Recently uploaded

Recently uploaded (20)

Analytics update - Sean Burton