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Improving Analytics
Success through
Communication
Improving Quality
of Life through
Communication
Anna Lewis @annatlewis
• Founder of Polka Dot Data analytics consultancy
• GA, GTM, Looker and a bit more
• A friendly team of 8
• Medium-large (often luxury niche) businesses
• Over 15 years analytics experience
• Did my time in the SEO & PPC world
• Google Analytics geek
• Helped over 250 businesses increase cashflow!
• Love Lego, gin and kickboxing
Антон Пищулин, CC BY-SA 4.0 via Wikimedia Commons
“Without the data you can’t
measure or improve your
results.
If the website doesn’t get
results the business will fail
and you’ll all be out of a job”
►Picture from super week
►Picture from super week
►Picture from super week
 Clients don’t know they need it, or its importance
 The developers did it wrong
 That’s great data, but what do I do with it?
 I didn’t know that’s even possible!
Problems
Juicy
brains!
Types of
Communication
4 Types of Communication
Verbal
Non-
Verbal
Visual Written
4 Types of Communication in Projects
Verbal
Non-
Verbal
Visual Written
Phone calls
Video calls
Presentations
Meetings
Expressions
Gestures
Body language
Emails
Reports
Documentation
Graphs
Pictures
Tim Wilson
Daniel Waisberg
Vlad
Flaks
Mehdi Oudjida
Ibrahim Elawadi
4 Types of Communication in Projects
Verbal
Non-
Verbal
Visual Written
Phone calls
Video calls
Presentations
Meetings
Expressions
Gestures
Body language
Emails
Reports
Documentation
Graphs
Pictures
Tim Wilson
Daniel Waisberg
Vlad
Flaks
Mehdi Oudjida
Ibrahim Elawadi
4 Types of Communication in Projects
Verbal
Non-
Verbal
Visual Written
Phone calls
Video calls
Presentations
Meetings
Expressions
Gestures
Body language
Emails
Reports
Documentation
Graphs
Pictures
Tim Wilson
Daniel Waisberg
Vlad
Flaks
Mehdi Oudjida
Ibrahim Elawadi
Verbal &
Non-Verbal
©
multiple,
see
appendix
People THINK: Content = Good
Content Delivery Visuals
Content Delivery Visuals
© giphy 100soft.us
What Makes a Good Talk?
Delivery
Content Visuals
7 Secrets of Greatest Speakers
Body Language
55%
Tone of Voice
38%
Words
7%
The 7 secrets of the greatest speakers in history | Richard Greene | TEDxOrangeCoast
What Makes a Good Talk?
Delivery
Posture
Gestures
Tone of voice
Stage presence
Eye contact
Understandability (irony)
Different method
slightly
Different rules
Written
Still Relevant, Differently
Delivery
Posture > Positioning
Gestures > Flow
Tone of voice > Same thing
Stage presence > Confident
Eye contact > Personable
Understandability > Clear
Hi Client,
Purchase tracking code needs fixing.
Best regards,
Anna
Hi Client,
You will need to ask the developers to fix the
purchase tracking code revenue value to be in the
local currency, such as GBP.
Best regards,
Anna
Hi Client,
We have identified an issue that means the sales data
isn’t accurate for your reporting. At the moment it is a
mix of currencies so the total value will be inaccurate.
You will need to ask the developers to fix the purchase
tracking code revenue value to be in the local currency
and ensure the currency variable has the correct value,
such as GBP.
Best regards,
Anna
Hi Client,
We have identified an issue that means the sales data
isn’t accurate for your reporting. At the moment it is a
mix of currencies so the total value will be inaccurate.
You will need to ask the developers to fix the purchase
tracking code revenue value to be in the local currency
and ensure the currency variable has the correct value,
such as GBP.
Please can this be done as a matter of urgency, ideally
before the sale launching on Thursday.
Best regards,
Anna
Hi Client,
I hope you had a great time away at the weekend and you’re not too busy ahead of
the sale!
We have identified an issue that means the sales data isn’t accurate for your
reporting. At the moment it is a mix of currencies so the total value will be inaccurate.
You will need to ask the developers to fix the purchase tracking code revenue value to
be in the local currency and ensure the currency variable has the correct value, such
as GBP.
Please can this be done as a matter of urgency, ideally before the sale launching on
Thursday.
Let us know if you have any issues or questions at all.
Best regards,
Anna
Basic
Rules
Clear Concise
Friendly Actionable
Before you even start
►WHO
►HOW
►WHY
►WHAT
►WHEN
►WHO – are they? Who are you to them?
►HOW – are they likely to be feeling? In general AND about this.
►WHY – is this relevant to them? Why should they care?
►WHAT – do you need out of this?
►WHEN – does anything need to happen?
Different person
Different rules
Who?
Client
Adult
Child
Superior
Employee
Friend
Family
Partner
Hyper Sensitive
Nuerotypical
Nuerodivergent
Empowered
Teacher
Student
Boss
Service Provider
Customer Service Rep
Parent
Colleague
Different language
Different background
Historically aggressive
Over-thinker
Hormonal
Depressed
Emotional
Arrogant
Does it matter who they are?
Not necessarily… whoever they are you should always be:
► Respectful
► Kind
► Aware we’re all just trying our best
► No need to be scared of anyone
But, do use it to think about:
► THEIR WHY
► How they might read this
► What type of communication suitstheir personality type
Bear in mind:
Tone of voice
Phrasing
Purpose – for
you
Purpose – for
them
Language
barriers
Lifestyle
impacts
Ego states
Kindnessand
mutual respect
Email ABCDE Rules
►Attention -Hi so and so, how are you?
►Breakdown - Here’s where we are, and where we need to be. So here is
what needs to happen.
►Check - Is that going to be ok? When can so and so have this done by?
►Deliverables - remind of the statusof the key deliverables, when you’re next
working on the project etc.
►End - Adios Amigo.
Diplomacy
(Being polite and
careful)
GA4 Catalyst of Communication
Anxious Clients…
Basic Rules / Objective
• Clear
• Concise
• Friendly + supportive
• Actionable + Helpful
• But also… within billable hours
Project
Communication
Strategies
What’s involved?
Planning
Discussions
Documentation
Speak the right language
To the right person
At the right time
In the right way.
Managing Project Comms
► Kick off call
► Clear documentation
► Clear technical guide
► Open communication
Managing Project Comms
► Kick off call to all get on the same page – set questions and a chance
to let the client talk. Main objective – find out their main objective.
► Clear documentation
• NOT a 30 page written document… unless that’s what they want!
• Tick lists
• Prioritised to do lists / action plan
• Finding – which means that – who needs to do what (and when)
► Technical guide – clear customised examples
► Open communication with developers to explain it for the marketing
team we work for
Our Project Document
Project Management
Project Plan
Who’s who
Scope
Call Notes
Planning and Auditing
GA4 Set up Checklist
GA4 Audit
UA to GA4 Plan
The Tracking Specification
Each core spec required
Testing plan and log
Post Launch Actions
Customisations,Insights
Annotations, connections
Reference Materials
Channels, Parameters, etc
Hello, do you speak geek?
Team:
“Just implement a Data Layer:
Link to the Google data layer
guide”
Hello, do you speak geek?
Team:
“Just implement a Data Layer:
Link to the Google data layer
guide”
Marketer:
“Implementwhatnow?!”
Analytics Communication
Mental Block Mental Block Mental Block
Mental Block Mental Block Mental Block
Mental Block Mental Block Mental Block
Mental Block Mental Block Mental Block
Mental Block Mental Block Mental Block
Mental Block Mental Block Mental Block
Speak their languages
Speak their languages
WHEN
(normal
language)
WHEN
(tech
speak)
Code bits for devs Real life examples in
marketing speak that
everyone understands
Code example that technical
team can use but marketers
can spot their relevant items in
too
Definition and example both updated to their business and product terminology
Top Strategies
Communication Rules to Implement
►Reply to clients within …
►Manage client expectations by…
►Plan and template core communications
►Write client zoom call rules
Client Call Rules
Client Call Rules
• Close EVERYTHING before the call
• Avoid distractions
• Prevent accidentally screensharing the wrong thing!
• Remove embarrassing notifications
• Start with intros (if necessary) and agenda, finish with summary of
actions
• Keep conversation friendly and flowing throughout
• Feel free to chit chat about weather / etc at the beginning briefly
• Use phrases to keep the conversation moving
Tailor your communication
► To their personality
► To how they work
Details … top level … data … stories … simple … technical
Stay POSITIVE!
Even when things go wrong
Communication
Scripts
Opening lines
• Hi BlahdeBlah, How are you?
• Have you coped with the cold weather?
• Are you enjoying the sunshine?
• How bad has the weather been where you live? Where is that again?
• How are your other projects going?
• Is businessstressfulright now?
• How has this financial year been for you guys?
• Are X whiskey/ perfume/tool X sales being affected by X weather/
economyZ?
Progression lines
• Is that ok?
• Shall we move on to the next point now?
• Was there anything else to discuss on that topic?
• Brilliant! Is there anything else?
• Everyone happy? Great let’s keep going
• Boris did you have anything to add here?
“Oh sh*t / help” lines
• Oh that’s really interesting, let me look into it and get back to you
• Ah, I wonder why that’s happened, do you know anything else
about this?
• Ok, what impact is this currently having, just so I know how quickly
we need to allocate resource to it?
• Can you think of anything else that might have affected this?
• Could you please send over the links to the reports and some
useful screenshots, then we can look into it as a team
Sales lines
• Would it be ok if I showed you …
• how else we could help?
• How we work?
• This amazing example of a dashboard you might be interested in
• Now you have XY data, have you consideredautomating your
reporting with dashboards?
• Just wondering if you’d be interestedin the training we have to
offer?
Polite ending lines
• Super, so have we covered everything we needed to?
• Did anyone have anything else to add? Wonderful, speak xxx
• Did everyone get what they needed?
• Everyone know what they need to do next? Great, let’s get cracking!
Acceptable to not acceptable…
Sarcasm
Swearing
Relaxed
Informal
Off topic
Polite
Positive
Actionable
Honest
Friendly
Politics
Religion
Rudeness
Grumpines
Communication
Tips for LIFE
and analytics
Why SO WHAT
matters
Statements mean
NOTHING
I’m cold.
Relationship experience
I’m cold.
Relationship experience
I’m cold.
I’m cold, please could you
get me a blanket
Relationship experience
Traffic has increased.
My own frustrations in reporting
Traffic has increased.
Traffic has increased.
Organic traffic has increased in
the UK compared to the same
period last year, but not enough
to hit our target growth plans.
My own frustrations in reporting
ERROR: This says “itemCategory”
My own frustrations
ERROR: This says “itemCategory”
Where the code says
“itemCategory” please change it
to “item_category”
My own frustrations
Predict Questions
Kelly, our super Senior Analytics Executive
…
Cass Johnson, my lovely Operations Co-Ordinator
How To Win Friends and Influence People
Don’t criticise or correct.
Listen and take an interest.
Make what you say relevant.
How to Win Friends and Influence People, Dale Carnegie
NO
Parenting content
NO
Yes, however
Parenting content
No, you can’t have an ice cream
Parenting desperation
© My child
No, you can’t have an ice cream
Yes, tomorrow you can have
another ice cream
Parenting content
Can you reduce the price?
No, you can’t have a discount
Parenting content
Can you reduce the price?
No, you can’t have a discount
Parenting content
Can you reduce the price?
Yes, if we take out part C
we can do it for less
Parenting content
Validation, then AND not BUT
I can understand you want XYZ,
AND if we do yyz then it would be
better
Yehoshua Coren
WOULD IT BE OK IF…
…I explain how we work?
…we talk you through blah?
Networking Training course
Thank you > I’m sorry
© Walt Disney
I’m sorry for being late  
Thank you for your patience ☺ ☺
Business Development training
Don’t go towards the pier
My mum…
Don’t go towards the pier
Make sure you head INTO town
My mum…
Stop jumping on the furniture
Stay on the ground
My toddler jumping on things…
I did x, I did y, then blaaaaaaah
Alan, who ran presentation training for me 10yrs ago
I did x, I did y, then blaaaaaaah
{{tell a story}}
You know when you… then…
Alan, who ran presentation training for me 10yrs ago
Email overwhelm
4 hour work week, Timothy Ferriss
Out of Office
4 hour work week, Timothy Ferriss
RELEVANT
PEOPLE FIRST
KEEP TRYING
STAY POSITIVE
SO WHAT!?
RESPECT
KINDNESS
SCRIPTS
RULES
PURPOSE
Fake Script it until
you make it!
Tone of voice
Objective
Empathy
#dontbeadick
We’re all
just people.
Talking to
people.
Tone of voice
Objective
Empathy
#dontbeadick
Anna Lewis
Polka Dot Data, Analytics Agency
anna@polkadotdata.com
@annatlewis

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Improving Analytics Success through Communication

  • 2. Improving Quality of Life through Communication
  • 3. Anna Lewis @annatlewis • Founder of Polka Dot Data analytics consultancy • GA, GTM, Looker and a bit more • A friendly team of 8 • Medium-large (often luxury niche) businesses • Over 15 years analytics experience • Did my time in the SEO & PPC world • Google Analytics geek • Helped over 250 businesses increase cashflow! • Love Lego, gin and kickboxing
  • 4. Антон Пищулин, CC BY-SA 4.0 via Wikimedia Commons
  • 5. “Without the data you can’t measure or improve your results. If the website doesn’t get results the business will fail and you’ll all be out of a job”
  • 7.
  • 10.  Clients don’t know they need it, or its importance  The developers did it wrong  That’s great data, but what do I do with it?  I didn’t know that’s even possible! Problems
  • 12.
  • 13.
  • 15. 4 Types of Communication Verbal Non- Verbal Visual Written
  • 16. 4 Types of Communication in Projects Verbal Non- Verbal Visual Written Phone calls Video calls Presentations Meetings Expressions Gestures Body language Emails Reports Documentation Graphs Pictures Tim Wilson Daniel Waisberg Vlad Flaks Mehdi Oudjida Ibrahim Elawadi
  • 17. 4 Types of Communication in Projects Verbal Non- Verbal Visual Written Phone calls Video calls Presentations Meetings Expressions Gestures Body language Emails Reports Documentation Graphs Pictures Tim Wilson Daniel Waisberg Vlad Flaks Mehdi Oudjida Ibrahim Elawadi
  • 18. 4 Types of Communication in Projects Verbal Non- Verbal Visual Written Phone calls Video calls Presentations Meetings Expressions Gestures Body language Emails Reports Documentation Graphs Pictures Tim Wilson Daniel Waisberg Vlad Flaks Mehdi Oudjida Ibrahim Elawadi
  • 21. People THINK: Content = Good Content Delivery Visuals
  • 22. Content Delivery Visuals © giphy 100soft.us
  • 23. What Makes a Good Talk? Delivery Content Visuals
  • 24. 7 Secrets of Greatest Speakers Body Language 55% Tone of Voice 38% Words 7% The 7 secrets of the greatest speakers in history | Richard Greene | TEDxOrangeCoast
  • 25. What Makes a Good Talk? Delivery Posture Gestures Tone of voice Stage presence Eye contact Understandability (irony)
  • 27.
  • 29. Still Relevant, Differently Delivery Posture > Positioning Gestures > Flow Tone of voice > Same thing Stage presence > Confident Eye contact > Personable Understandability > Clear
  • 30. Hi Client, Purchase tracking code needs fixing. Best regards, Anna
  • 31. Hi Client, You will need to ask the developers to fix the purchase tracking code revenue value to be in the local currency, such as GBP. Best regards, Anna
  • 32. Hi Client, We have identified an issue that means the sales data isn’t accurate for your reporting. At the moment it is a mix of currencies so the total value will be inaccurate. You will need to ask the developers to fix the purchase tracking code revenue value to be in the local currency and ensure the currency variable has the correct value, such as GBP. Best regards, Anna
  • 33. Hi Client, We have identified an issue that means the sales data isn’t accurate for your reporting. At the moment it is a mix of currencies so the total value will be inaccurate. You will need to ask the developers to fix the purchase tracking code revenue value to be in the local currency and ensure the currency variable has the correct value, such as GBP. Please can this be done as a matter of urgency, ideally before the sale launching on Thursday. Best regards, Anna
  • 34. Hi Client, I hope you had a great time away at the weekend and you’re not too busy ahead of the sale! We have identified an issue that means the sales data isn’t accurate for your reporting. At the moment it is a mix of currencies so the total value will be inaccurate. You will need to ask the developers to fix the purchase tracking code revenue value to be in the local currency and ensure the currency variable has the correct value, such as GBP. Please can this be done as a matter of urgency, ideally before the sale launching on Thursday. Let us know if you have any issues or questions at all. Best regards, Anna
  • 36. Before you even start ►WHO ►HOW ►WHY ►WHAT ►WHEN ►WHO – are they? Who are you to them? ►HOW – are they likely to be feeling? In general AND about this. ►WHY – is this relevant to them? Why should they care? ►WHAT – do you need out of this? ►WHEN – does anything need to happen?
  • 38. Who? Client Adult Child Superior Employee Friend Family Partner Hyper Sensitive Nuerotypical Nuerodivergent Empowered Teacher Student Boss Service Provider Customer Service Rep Parent Colleague Different language Different background Historically aggressive Over-thinker Hormonal Depressed Emotional Arrogant
  • 39. Does it matter who they are? Not necessarily… whoever they are you should always be: ► Respectful ► Kind ► Aware we’re all just trying our best ► No need to be scared of anyone But, do use it to think about: ► THEIR WHY ► How they might read this ► What type of communication suitstheir personality type
  • 40. Bear in mind: Tone of voice Phrasing Purpose – for you Purpose – for them Language barriers Lifestyle impacts Ego states Kindnessand mutual respect
  • 41. Email ABCDE Rules ►Attention -Hi so and so, how are you? ►Breakdown - Here’s where we are, and where we need to be. So here is what needs to happen. ►Check - Is that going to be ok? When can so and so have this done by? ►Deliverables - remind of the statusof the key deliverables, when you’re next working on the project etc. ►End - Adios Amigo.
  • 43. GA4 Catalyst of Communication
  • 45. Basic Rules / Objective • Clear • Concise • Friendly + supportive • Actionable + Helpful • But also… within billable hours
  • 48. Speak the right language To the right person At the right time In the right way.
  • 49. Managing Project Comms ► Kick off call ► Clear documentation ► Clear technical guide ► Open communication
  • 50. Managing Project Comms ► Kick off call to all get on the same page – set questions and a chance to let the client talk. Main objective – find out their main objective. ► Clear documentation • NOT a 30 page written document… unless that’s what they want! • Tick lists • Prioritised to do lists / action plan • Finding – which means that – who needs to do what (and when) ► Technical guide – clear customised examples ► Open communication with developers to explain it for the marketing team we work for
  • 51. Our Project Document Project Management Project Plan Who’s who Scope Call Notes Planning and Auditing GA4 Set up Checklist GA4 Audit UA to GA4 Plan The Tracking Specification Each core spec required Testing plan and log Post Launch Actions Customisations,Insights Annotations, connections Reference Materials Channels, Parameters, etc
  • 52. Hello, do you speak geek? Team: “Just implement a Data Layer: Link to the Google data layer guide”
  • 53. Hello, do you speak geek? Team: “Just implement a Data Layer: Link to the Google data layer guide” Marketer: “Implementwhatnow?!”
  • 54. Analytics Communication Mental Block Mental Block Mental Block Mental Block Mental Block Mental Block Mental Block Mental Block Mental Block Mental Block Mental Block Mental Block Mental Block Mental Block Mental Block Mental Block Mental Block Mental Block
  • 56. Speak their languages WHEN (normal language) WHEN (tech speak) Code bits for devs Real life examples in marketing speak that everyone understands Code example that technical team can use but marketers can spot their relevant items in too Definition and example both updated to their business and product terminology
  • 58. Communication Rules to Implement ►Reply to clients within … ►Manage client expectations by… ►Plan and template core communications ►Write client zoom call rules
  • 60. Client Call Rules • Close EVERYTHING before the call • Avoid distractions • Prevent accidentally screensharing the wrong thing! • Remove embarrassing notifications • Start with intros (if necessary) and agenda, finish with summary of actions • Keep conversation friendly and flowing throughout • Feel free to chit chat about weather / etc at the beginning briefly • Use phrases to keep the conversation moving
  • 61. Tailor your communication ► To their personality ► To how they work Details … top level … data … stories … simple … technical
  • 62. Stay POSITIVE! Even when things go wrong
  • 64. Opening lines • Hi BlahdeBlah, How are you? • Have you coped with the cold weather? • Are you enjoying the sunshine? • How bad has the weather been where you live? Where is that again? • How are your other projects going? • Is businessstressfulright now? • How has this financial year been for you guys? • Are X whiskey/ perfume/tool X sales being affected by X weather/ economyZ?
  • 65. Progression lines • Is that ok? • Shall we move on to the next point now? • Was there anything else to discuss on that topic? • Brilliant! Is there anything else? • Everyone happy? Great let’s keep going • Boris did you have anything to add here?
  • 66. “Oh sh*t / help” lines • Oh that’s really interesting, let me look into it and get back to you • Ah, I wonder why that’s happened, do you know anything else about this? • Ok, what impact is this currently having, just so I know how quickly we need to allocate resource to it? • Can you think of anything else that might have affected this? • Could you please send over the links to the reports and some useful screenshots, then we can look into it as a team
  • 67. Sales lines • Would it be ok if I showed you … • how else we could help? • How we work? • This amazing example of a dashboard you might be interested in • Now you have XY data, have you consideredautomating your reporting with dashboards? • Just wondering if you’d be interestedin the training we have to offer?
  • 68. Polite ending lines • Super, so have we covered everything we needed to? • Did anyone have anything else to add? Wonderful, speak xxx • Did everyone get what they needed? • Everyone know what they need to do next? Great, let’s get cracking!
  • 69. Acceptable to not acceptable… Sarcasm Swearing Relaxed Informal Off topic Polite Positive Actionable Honest Friendly Politics Religion Rudeness Grumpines
  • 75. I’m cold. I’m cold, please could you get me a blanket Relationship experience
  • 76. Traffic has increased. My own frustrations in reporting
  • 78. Traffic has increased. Organic traffic has increased in the UK compared to the same period last year, but not enough to hit our target growth plans. My own frustrations in reporting
  • 79. ERROR: This says “itemCategory” My own frustrations
  • 80. ERROR: This says “itemCategory” Where the code says “itemCategory” please change it to “item_category” My own frustrations
  • 81. Predict Questions Kelly, our super Senior Analytics Executive
  • 82. … Cass Johnson, my lovely Operations Co-Ordinator
  • 83. How To Win Friends and Influence People Don’t criticise or correct. Listen and take an interest. Make what you say relevant. How to Win Friends and Influence People, Dale Carnegie
  • 86. No, you can’t have an ice cream Parenting desperation © My child
  • 87. No, you can’t have an ice cream Yes, tomorrow you can have another ice cream Parenting content
  • 88. Can you reduce the price? No, you can’t have a discount Parenting content
  • 89. Can you reduce the price? No, you can’t have a discount Parenting content
  • 90. Can you reduce the price? Yes, if we take out part C we can do it for less Parenting content
  • 91. Validation, then AND not BUT I can understand you want XYZ, AND if we do yyz then it would be better Yehoshua Coren
  • 92. WOULD IT BE OK IF… …I explain how we work? …we talk you through blah? Networking Training course
  • 93. Thank you > I’m sorry © Walt Disney
  • 94. I’m sorry for being late   Thank you for your patience ☺ ☺ Business Development training
  • 95. Don’t go towards the pier My mum…
  • 96. Don’t go towards the pier Make sure you head INTO town My mum…
  • 97. Stop jumping on the furniture Stay on the ground My toddler jumping on things…
  • 98. I did x, I did y, then blaaaaaaah Alan, who ran presentation training for me 10yrs ago
  • 99. I did x, I did y, then blaaaaaaah {{tell a story}} You know when you… then… Alan, who ran presentation training for me 10yrs ago
  • 100. Email overwhelm 4 hour work week, Timothy Ferriss
  • 101. Out of Office 4 hour work week, Timothy Ferriss
  • 102. RELEVANT PEOPLE FIRST KEEP TRYING STAY POSITIVE SO WHAT!? RESPECT KINDNESS SCRIPTS RULES PURPOSE
  • 103. Fake Script it until you make it! Tone of voice Objective Empathy #dontbeadick
  • 104. We’re all just people. Talking to people. Tone of voice Objective Empathy #dontbeadick
  • 105. Anna Lewis Polka Dot Data, Analytics Agency anna@polkadotdata.com @annatlewis