Peter O'Neill presentation at Digital Marketing Conference – iLive 2015, Riga, Latvia iLive conference is the place to be for actionable sessions on SEO, Google analytics, social media, community building and brand development in the online environment. Follow us on Facebook & Twitter & Instagram: Facebook: http://www.facebook.com/iLivelv Twitter: http://www.twitter.com/iLivelv Instagram: http://www.instagram.com/iliveconference

1. Impacting Business Performance with Analytics
12th Nov 2015

2. G’day, I’m Peter
This all keeps me busy…
@peter_oneill #emetricsPage 2
I run an Analytics consultancy
I also organise some Analytics events
28th Oct 2015

3. How do you use Digital Analytics?
@peter_oneillPage 3 #ilive2015

4. To provide intelligence that informs
business actions leading to an
improvement in performance for
online organisations
To provide intelligence that informs
business actions leading to an
improvement in performance for
online organisations
Purpose of Digital Analytics
Page 4 @peter_oneill #ilive2015

5. Purpose of Digital Analytics
To be more blunt, the purpose of Digital Analytics is:
1. To make your company more money
2. So you get a bigger bonus/pay rise
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Photo Credit:
HikingArtist.com
via Compfight cc
@peter_oneill #ilive2015

6. Example of Using Analytics
@peter_oneillPage 6 #ilive2015

7. The Plan for Today
Set of Tips & Tricks
@peter_oneillPage 7
Photo Credit: HikingArtist.com
via Compfight cc
#ilive2015

8. Page 8
ANALYTICS SET-UP TIPS
@peter_oneill #ilive2015

9. The 1st task to get value from an Analytics tool
Back away from your computer…
…what are your business questions?
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© dotmatchbox via Compfight cc
@peter_oneill #ilive2015

10. Three of my learnings re tracking
1. Don’t aim for perfection
2. Creativity is critical (yes really)
3. Your tracking solution should be aimed at the lowest common
denominator
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5 Platinum
4 Gold
3 Silver
2 Core
1 Basic
@peter_oneill #ilive2015

11. Core Information
 Page Information
 Page Naming Convention
 Page Type
 URL & Referrer
 Campaign Tracking
 Detailed tracking for all channels
 Macro Conversion Actions
 Directly tied to business success
 Visitor Information
 Visitor Type
 Customer ID
@peter_oneillPage 11 #ilive2015
5 Platinum
4 Gold
3 Silver
2 Core
1 Basic

12. Getting the Page Naming Convention right
 Three rules for any page naming convention
 One page name per page on the website
 Hierarchy that groups pages in a logical manner
 All page names are intuitive so recognised by anyone
 Example page naming convention for a retailer
#ilive2015@peter_oneillPage 12
 /homepage
 /department/<department name>
 /product-list/<department name>
/<product list name>
 /search-results?term=<search term>
 /product/<department name>
/<product list name>/<product name>
 /error-page/<error number>-error
 /checkout/cart
 /checkout/process/<page name>
 /checkout/confirmation
 /store-finder
 /store-finder/<store name>
 /account/<page name>
 /my-account/<page name>
 /business/<page name>

13. Example of content information
 Title: chinas refined nickel imports rise 59 in september
 Content ID: 3500554
 Category: base metals
 Author: ellie wang
 Language: english
 Image Flag: no
 Video Flag: no
 Access Method: homepage article list
 Publication Date: 2015-10-26
 Days since Publication: 16
 Recency: recent
 Number of Words: 265
 Length: medium
Page 13 @peter_oneill #ilive2015

14. Example of content interactions
 View Article
 Read Article
 Based on time on page
 Based on scrolling to bottom
 Comment on Article
 Share Article
 Via Social Media
 View email
 Print Article
 Add Clipping
 Click to view another article
 Sign up with website
Page 14 @peter_oneill #ilive2015

15. Page 15
ANALYSIS & INSIGHTS TIPS
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16. Analysing a website funnel performance
Page 16 @peter_oneill #ilive2015

17. Business Performance Diagnostic
 Identify underperforming areas
 Create a list of actions with value per fix
#ilive2015@peter_oneillPage 17

18. Monitor negative experiences on the website
 Are negative website experiences an issue for you?
1. Viewing 404 Error pages
2. Experiencing Form Validation errors
3. Returning zero results from an internal search
 If % Sessions that experience issues is above X%, take action
 Set own limit but should be below 5%
@peter_oneillPage 18 #ilive2015

19. Identify the cause of form validation errors
Page 19 @peter_oneill #ilive2015

20. Identify the cause of 404 error pages
 From my core tracking recommendations:
1. The full URL of the page being viewed
2. The referrer to this page
 Key use is identifying the cause of 404 error pages
 URL that generated error
 Previous page whether off site or an internal page
@peter_oneillPage 20 #ilive2015

21. Identify search terms with 0 search results
 Tracking required is search terms for each search and the number of
search results that are returned
 Get a report of search terms with ZERO search results
 Fix it so people can find what they were looking for
@peter_oneillPage 21 #ilive2015

22. The Perfect Report
See this…
… do that
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© Sport tactic via mind the product
@peter_oneill #ilive2015

23. Merchandise Report
A.Most popular product
B.The money maker
C.Something is wrong
D.Another issue here
E.Opportunity product, make more
visible
#ilive2015Page 23 @peter_oneill

24. Content Report
 Remember all that
content tracking
earlier?
 Article #2 – is not
actually that good
 Article #11 – promote
everywhere you can
 Note these reports
can also be grouped
by category, author,
etc
#ilive2015@peter_oneillPage 24

25. Page 25
COMPANY & PROCESS TIPS
@peter_oneill #ilive2015

26. Ambition: Analytics Perfection
Cannot be achieved when
access to the analytics
data/intelligence is
controlled by the few
#ilive2015Page 26 @peter_oneill

27. Educate people on the basics – then more
 HITS – How Idiots Track Success
 UVs = Users = unique browsers = inflated number
 Campaign tracking is easy, attribution is hard
 You can track anything e.g. Weather
#ilive2015Page 27 @peter_oneill

28. Exposing analytics to the organisation
Analytics is not about
reporting…
…but reporting is
critical for analytics
#ilive2015Page 28
Executive
Summary
Ecommerce
Top
Products
Availability
Marketing
Organic
Social Media
Content
Landing
Pages
Blog Posts
Performance
Summary
@peter_oneill

29. People want data?
 Once you have educated
people, they should
start asking questions
& making requests
 If people want analytics
support, must first give:
1. An hypothesis of what
they expect to see in the
data
2. The action they will
take based on the data
#ilive2015Page 29 @peter_oneill

30. Analytics needs to go viral
 Spread throughout the company
 For every new campaign & website
feature
 Success is defined
 KPIs are defined
 Targets are set
 Is tracked properly
 Performance is evaluated
 The business learns & improves
#ilive2015Page 30
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@peter_oneill

31. A Vision for the Future
 This is reality for some companies
@peter_oneillPage 31 #ilive2015

32. THANK YOU
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I can be found at
• peteroneill@l3analytics.com
• @peter_oneill
• +44 7843 617 347
• www.linkedin.com/in/peteroneill
@peter_oneill #ilive2015