This document discusses building an effective reporting process for analytics. It recommends defining objectives and key metrics, setting up campaigns, content, and conversions tracking, and creating templates for an analytics task list, metrics matrix, and master questions list to support reporting. Helpful analysis tools mentioned include A/B testing, heatmaps, click interaction data, and custom alerts. The overall goal is to provide insights and recommendations to support business decisions.

1. Analytics: Building a Reporting
FormatYou Can Own

3. Tonight’s Discussion
• Building (or Refining) a Reporting Process
• Five Resources: Crafting Reports for Decision Makers
• Helpful Tools for Hazy Outcomes
!
!
ForAnotherTime (OrAfter)
• Attribution Models
• Predictive Analytics
• Customer Data Hubs
• Correlation / Regression / Factor Analysis

4. DEFINING
ANALYTICS

5. Analytics is Not:
12%
13%
34%
41%
Neat!
Pretty Neat
Somewhat Neat
Not Really Neat at All

7. Businesses don’t fail because
mistakes happen.
!
Businesses fail because
mistakes aren’t found and corrected.

8. Security/Privacy/Risk
Web/Mobile Development
Digital Marketing (SEO, Social, Display)
Software Development
Analytics/Big Data
Digital Strategy/Business Modeling
Smart Product Development
30% 35% 40% 45% 50%
37%
39%
43%
39%
40%
41%
39%
32%
35%
38%
40%
41%
42%
42% Currently
In 3Years
Most Important Digital Competencies
According to Executives in Europe and the US
Source: Economist Intelligence Unit & Cognizant (April 2016)

11. Who Determines The Analytics Agenda?
Source: McKinsey & Company (April 2016)
12%
5%
10%
11%
11% 13%
38%
CEO
CIO
CMO
Business Unit Head
CFO
Chief Data/Analytics Officer
Other

12. Who Has The Time?
h/t: @avinash
Access to Data
Ability toAnalyze &Recognize Causal Factors
“TellThem What to Do”Continuum
(in Plain English)
Analyst
Director
Business Unit Head
CMO
CIO
CFO
CEO

13. Report Layout
• Translate Data
• Highlight Trends & Insights
• Make Recommendations
• Provide Next Steps
• For every hour spent pulling data,
spend an hour providing insights.

14. WHATYOU MUST SHOW
WHATYOU MUST KNOW

15. OBJECTIVEA
!
OBJECTIVE B
!
OBJECTIVE C

16. METRICA
!
METRIC B
!
METRIC C

17. Metrics by the Sales Funnel
SHARE
DO
THINK
SEE
• Awareness: Visitors, Followers,
Impressions, “Branded” Search Volume
• Consideration: Carts, Engagement with
Content, Email Subscriptions
• Conversions: Leads / Product Sales
• Loyalty & Evangelism: Return Customers,
Reviews, User Generated Content

18. METRICA
METRIC B
METRIC C

19. “Truth is ever to be found in
simplicity, and not in the multiplicity
and confusion of things.”
-Isaac Newton

20. Reporting Cadence

21. REPORT MEETING DURATION
TIME DEDICATEDTO DATAREVIEW
TIME DEDICATEDTO DECISION MAKING

22. REPORT MEETING DURATION
TIME DEDICATEDTO DATAREVIEW
TIME DEDICATEDTO DECISION MAKING

23. REPORT SUPPORT:
FIVE RESOURCES

24. “If I had eight hours to chop
down a tree, I’d spend six hours
sharpening my ax.”
-Abraham Lincoln

25. Question Everything
• What is the purpose of the site?
• What key metrics will we rely upon to
determine success?
• Where are visitors coming from?
• What referral sources are most valuable?
• How do traffic and conversion patterns
changed by referral source?
• What is the average cost per lead/ cost
per sale from each referral source?
• Are there specific referral sources that
deserve more/less attention?
• Once they arrive, how do visitors navigate
through the site?
• What are the most/least popular
navigation items?
• How should navigation be modified?
• How is site search utilized?
• What can qualitative metrics (time on site
or pages/visit) tell us about our audience?
our site content?
• What content is most/least popular among
visitors?
• What questions are visitors asking?
• Is the Home page effective in routing the
visitor to their desired content?
• Do individual content elements/pages do
well to encourage conversion?
• At what points in the navigation stream
are visitors most likely to leave?
• Is there a correlation between referral
sources and specific site content?
• What is the pattern of return visits?
• Are return visits more likely to convert?
• What devices are visitors using to access
site content? To convert?

26. Setting Up The Three C’s
CAMPAIGNS
CONTENT
CONVERSIONS
• Where did they come from?
• What do they care about?
• Were we successful?

27. CAMPAIGNS. CARTS. CONVERSIONS.

28. Campaign Tracking
• Each campaign should be tagged with special tracking code
to help measure its impact on visits, shopping behavior and
conversions.
A. Use the “Google URL Builder”
B. Create a Google Doc or Spreadsheet. Append URLs with
Google Tracking Code. Share with Media Team

29. URL Builder

30. Shared Tracking Sheet

31. “THANKYOU”
Conversion/Goal Types
DESTINATIONS
“CLICK HERE” EVENTS

32. GOAL ID GOAL TYPE DESTINATION / EVENT LABEL
Email Subscription Destination example.org/subscribe-thank-you
Contact Form Destination example.org/contact-thank-you
Clicks to Social Media Event Social / Click / Pinterest
Download Product Info Event Content / Download / Product Info PDF
Event Registration Destination example.org/RSVP-confirm
Play Product Video Event Video / Play / Product Video
Metrics Matrix

33. Metrics Matrix

34. Metrics Matrix

35. Why Use a Tag Manager?

36. Why Use a Tag Manager?

37. PROCESS. PROTOCOL. PRECISION.

38. Segments & Filters
ADVANCED SEGMENT

39. Segments & Filters
FILTER

40. Advanced Segment

41. Advanced Segment

42. Filter

43. Analytics Task List

44. REPORT SUPPORT:
MASTER QUESTIONS LIST
CAMPAIGNTRACKING INVENTORY
METRICS MATRIX
FILTERS & SEGMENTS ROSTER
ANALYTICSTASK LIST

45. HELPFULTOOLS

46. “He who knows best
knows how little he knows.”
-Thomas Jefferson

47. A/B Testing
A B
+64%

48. Heatmaps & Click Interaction

49. More Visitor Story Telling

50. Adjusted Bounce Rate

51. Adjusted Bounce Rate
bit.ly/adjusted-bounce-gtm h/t: @datarunsdeep

52. Custom Alerts

53. Video Instruction & Insights

54. ABOUT BIG DATA

55. POLITICAL
THRILLERS
DAVID FINCHER KEVIN SPACEY

56. POLITICAL
THRILLERS
DAVID FINCHER KEVIN SPACEY

58. BIG DATA

59. BIG EMPATHY

60. BIG INSIGHTS

61. BIG IDEAS

62. Chris Sietsema
• hello@teachtofishdigital.com
• @sietsema
• linkedin.com/in/sietsema
• 480.570.1636
PRESENTATION
MATERIALS:
app.box.com/v/azima

63. “In character, in manner, in
style, in all things, the supreme
excellence is simplicity.”
-Henry Wadsworth Longfellow