4. bit.ly/1mbmR7m | @jonoalderson
Data Driven Cultures
We should all have integrated, intelligent strategies which
are directly driven by a comprehensive collective
understanding.
18. bit.ly/1mbmR7m | @jonoalderson
Objective Goal KPI Key Segments Performance
Be seen as
thought leaders
Get people reading and
engaging with our blog
# triggers of time on page > 2 mins on a
blog post (per month)
Category, author
# average comments-per-post (rolling)
Double revenue
by 2014
Increase sales revenue # sales (per month) Department, channel, product
£ sales revenue (per month)
Increase customer lifetime
value
% of new consumers via the website
making a repeat purchase within 3
months (rolling, YoY)
Channel, source, campaign,
keyword, gender, geographic region,
entry page
Provide the best
customer
service
Provide great content and
help users find the
information they need
% task completion rate (per month) Initiating page, Channel, source,
campaign, keyword
% satisfaction rate (per month)
Improve
marketing
efficiency
Maintain a high conversion
rate to sale
% visitors to macroconversions + calls
(per month)
Channel, source, campaign,
keyword, call type
Increase self-service actions
on the website
£ value of microconversions (per month) Microconverion, channel, source,
campaign, keyword
29. bit.ly/1mbmR7m | @jonoalderson
The rules
Objectives must increase revenue, decrease cost or
improve brand and must have digital context.
Anything else is fluffy, offline, a goal, or a KPI
30. bit.ly/1mbmR7m | @jonoalderson
1. Double monthly sales revenue by Q3 2014
2. Provide the best customer service
3. Be seen as thought leaders
4. Improve marketing efficiency
31. bit.ly/1mbmR7m | @jonoalderson
Objective Goal
Be seen as thought leaders Get people reading and engaging with our blog
Double revenue by 2014 Increase sales revenue
Increase customer lifetime value
Provide the best customer service Provide great content and help users find the information they need
Improve marketing efficiency Maintain a high conversion rate to sale
Increase self-service actions on the website
Identify how digital contributes
32. bit.ly/1mbmR7m | @jonoalderson
Objective Goal KPI
Be seen as thought leaders Get people reading and engaging with our blog # triggers of time on page > 2 mins on a blog post (per month)
# average comments-per-post (rolling)
Double revenue by 2014 Increase sales revenue # sales (per month)
£ sales revenue (per month)
Increase customer lifetime value % of new consumers via the website making a repeat purchase within 3
months (rolling, YoY)
Provide the best customer service Provide great content and help users find the information they need % task completion rate (per month)
% satisfaction rate (per month)
Improve marketing efficiency Maintain a high conversion rate to sale % visitors to macroconversions + calls (per month)
Increase self-service actions on the website £ value of microconversions (per month)
Set KPIs with a direct line of sight to business success
33. bit.ly/1mbmR7m | @jonoalderson
Make your KPIs ultra-specific
# conversions
#macroconversions
# macroconversions (valuable contact form submissions, enquiry form
completions, ‘productive’ phone calls, and offline conversions which
cite ‘web’ as source)
34. bit.ly/1mbmR7m | @jonoalderson
KPI Key Segments
# triggers of time on page > 2 mins on a blog post (per month) Category, author, tag(s), publish day/time, promotion budget
# average comments-per-post (rolling)
# sales (per month) Department, channel, product, product taxonomy
£ sales revenue (per month)
% of new consumers via the website making a repeat purchase within 3 months (rolling, YoY) Channel, source, campaign, keyword, gender, geographic region, entry page
% task completion rate (per month) Initiating page, Channel, source, campaign, keyword
% satisfaction rate (per month)
% visitors to macroconversions + calls (per month) Channel, source, campaign, keyword, call type
£ value of microconversions (per month) Microconverion, channel, source, campaign, keyword
Acknowledge key segments (because averages lie)
37. bit.ly/1mbmR7m | @jonoalderson
Objective Goal KPI Key Segments Performance
Be seen as
thought leaders
Get people reading and
engaging with our blog
# triggers of time on page > 2 mins on a
blog post (per month)
Category, author
# average comments-per-post (rolling)
Double revenue
by 2014
Increase sales revenue # sales (per month) Department, channel, product
£ sales revenue (per month)
Increase customer lifetime
value
% of new consumers via the website
making a repeat purchase within 3
months (rolling, YoY)
Channel, source, campaign,
keyword, gender, geographic region,
entry page
Provide the best
customer
service
Provide great content and
help users find the
information they need
% task completion rate (per month) Initiating page, Channel, source,
campaign, keyword
% satisfaction rate (per month)
Improve
marketing
efficiency
Maintain a high conversion
rate to sale
% visitors to macroconversions + calls
(per month)
Channel, source, campaign,
keyword, call type
Increase self-service actions
on the website
£ value of microconversions (per month) Microconverion, channel, source,
campaign, keyword
41. bit.ly/1mbmR7m | @jonoalderson
You need a process for doing
Agile fortnightly sprints of small, tactical tweaks work
Long change cycles lead to
demoralising performance
48. bit.ly/1mbmR7m | @jonoalderson
You know what success and
failure looks like before you
explore or crunch the numbers.
And you know what actions to take depending on what you find
52. bit.ly/1mbmR7m | @jonoalderson
Resources
Avinash Kaushik
● Web Analytics 101: Definitions: Goals, Metrics, KPIs, Dimensions, Targets - http://bit.ly/qmkAsf
● The Difference Between Web Reporting And Web Analysis - http://bit.ly/qEq7Go
Analytics maturity model
● Cardinal Path: Online Analytics Maturity (plus self assessment tool) - http://bit.ly/GGXXd9
Bullet Charts
● A great guide to (and downloadable templates for) bullet graphs in Excel - http://bit.ly/UNmzIj
● Information Dashboard Design – a great book about charts and data vis - http://amzn.to/1nmyG8N
