Slides from my session with @fredsmulders for the Faculty Business Analytics of Vrije Universiteit Amsterdam. Topic is Getting things done, managing and influencing your way to a succesfull project...

2. @jeroentjepkema & @fredsmulders
Performance :: Analytics :: Optimization

4. Getting things done...
Free University of Amsterdam -
Faculty Business Analytics
November 8, 2012

5. Every website has goals

7. Organic Search
Campaigns
Ad Network
Transactional site
Visitor
Offer
€"
Abondenment)
Upselling
Reach
Purchase step 1
€"
Purchase step 2
€"
Mailing,
alerts,
€" promotions
Conversion
€"
Disengagement) Enrolment
Impact)on)site)
€" Negative €" Positive

9. €"
Media site
Enrolment
Targeted
€"
embedded add
Add Network
Visitor
€"
€"
Advertiser site
Departure(
Impact(on(site(
€" Negative €" Positive

10. Analytics is the measurement of movement towards these goals

11. A simple analytics model
A$en'on" Engagement( Conversion(
NEW
VISITORS
GROWTH CONVERSION
SEARCHES RATE
PAGES TIME
TWEETS
MENTIONS
NUMBER
OF VISITS
PER
VISIT
ON
SITE
x"
ADS SEEN ORDER
LOSS VALUE
BOUNCE
RATE

12. Collect (lots of) data

13. Hits

14. Hits Pageviews

15. Hits Pageviews Sessions

16. Hits Pageviews Sessions Visitors

17. Unique visitor = Unique person?

18. The customer journey:
Group & track relevant pages

19. Segmentation

20. Discovering patterns: Why did they do it?

21. Experimenting & optimization...

22. ...Persuade customers to buy

23. From issue to resolution...

24. 1. Attention

25. Business issue

26. Revenue
Why?

27. Revenue
Customer complaints
Why?

28. Revenue
Customer complaints
Compliance
Why?

29. Revenue
Customer complaints
Compliance
Technical issues
Why?

30. Business vs. IT

31. Company vs. Ego

32. Eco-system of Why?
Revenue
Customer complaints
Compliance
Technical issues

33. Business
Eco-system of Why?
Revenue
Customer complaints
Compliance
Technical issues
IT

34. Business
Eco-system of Why?
Revenue
Customer complaints
Company Ego
Compliance
Technical issues
IT

35. Business
Eco-system of Why?
Revenue
Customer complaints
Company Ego
Compliance
Technical issues
IT

36. 2. Engagement

37. Building the business case

38. Your goal is to be understood...

39. How technical is your audience?
Your goal is to be understood...

40. How technical is your audience?
Explain the impact of the issue?
Your goal is to be understood...

41. How technical is your audience?
Explain the impact of the issue?
Your goal is to be understood...
Who will make the decision?

42. How technical is your audience?
Explain the impact of the issue?
Your goal is to be understood...
Who will make the decision?
What are the alternatives?

43. How technical is your audience?
Explain the impact of the issue?
Your goal is to be understood...
Who will make the decision?
What are the alternatives?
Next best action?

44. www.donothing.com
How technical is your audience?
Explain the impact of the issue?
Your goal is to be understood...
Who will make the decision?
What are the alternatives?
Always make Next best action?
it manageable

45. Provide context

47. What does it mean?

48. What does it mean?
Why is it important?

49. What does it mean?
Why is it important?
Next best action?

50. Make it visually attractive

51. Use common language

52. Metric: Availability
99% versus 99min
...with understandable targets

53. Make it stand out...

54. Write with the end user in mind

55. In the end... Show them where it hurts

56. Negotiate the deal

57. Chiefs & Indians

59. Issue

60. Chief
Issue
Indian

61. Chief
Issue Influencer
Indian Influencer

62. Management
Chief Accountable for issue
KPI?
Employee
Indian Resonsible for issue
KPI?
Employee/Management
Influencer Not directly related
KPI influenced by issue

63. Find out what makes them tick...

64. Too many issues
Too many issues?

65. Too busy?

68. Content

69. Content
Process

70. Content
You
Process

71. Closing the deal

72. Know when to quit

74. Set
(meeting)
goals

75. Set
(meeting) Discuss content
goals

76. Set
Agree on
(meeting) Discuss content
next steps
goals

77. ABC

78. 3. Conversion

79. Evaluate...

80. ...share the sucess

81. ...but claim victory

82. Getting things done...

83. Attraction Engagement Conversion

84. Attraction Engagement Conversion
Business vs. IT
Issue
Company vs. Ego

85. Attraction Engagement Conversion
Business vs. IT Understandable
Issue Business case
Company vs. Ego Success

86. Attraction Engagement Conversion
Business vs. IT Understandable Chiefs & Indians
Issue Business case Negotiate
Company vs. Ego Success Process vs. Content

87. Attraction Engagement Conversion
Business vs. IT Understandable Chiefs & Indians Being right
Issue Business case Negotiate Closing
Company vs. Ego Success Process vs. Content Getting right

88. Attraction Engagement Conversion
Business vs. IT Understandable Chiefs & Indians Being right
Implementation
Issue Business case Negotiate Closing
Success
Company vs. Ego Success Process vs. Content Getting right

89. One more things...
Couple

90. of

91. Don’t make it personal

92. Not everybody is an expert

93. Always double check your data

94. The art of deleting

95. Be helpful, but set your boundaries

96. Don’t assume agreement

97. Always compliment your team

98. Getting to yes...

100. Thanks! More questions?
M: jtjepkema@measureworks.nl
T: @jeroentjepkema
W: www.measureworks.nl