The Web Analytics framework is a guiding blueprint on how to set up digital intelligence and optimization team in an organization and drive change. This presentation is to showcase all possible interconnected links of Digital Analytics and how it works as a system.

1. PeopleProcessPeelPatch
Implement
ReportOptimise
Web
Analytics
Build solution design
Engage new businesses Support business
Engage technologyOpportunities
Digital consulting
Web Analytics Framework
Test
Scope
Specs
Design
People
Process
Peel
Patch
Identify
Target
Test
Kaizen
• Implement tags• Manage end-
to-end testing
• Collaborate well with site
owners and marketers
• Be an advocate for web
analytics and services
• Develop a scope document
on what business want?
• Transform KPIs into
web analytics variables
PeopleProcessPeelPatch
Report
Analyse
Optimise
Web
Analytics
Probe into a problem
Insights
Provide insights
Spot reporting
needs
Promote self sufficiency
Illustrate a story
A circle of hardwork, happiness, achievement and motivation to do more smart work
People
Process
Peel
Patch
Identify
Target
Test
Kaizen
Scrape
Search
Synthesise
Story
• Train the teams to be on
their own for their needs
• Ask right questions to
the right team to get the
bottom of needs
• Analyse problem, explore
data and connect the context
• Don’t just narrate
the story but beyond
• Manage end-
to-end testing

2. Trans to WA variables
Delight with a dashboard Gather business requirements
Define scopeDev test/prod test
Modify code, if at all
Engage Both Business and Technology
Scope
DesignTest Implement
• Write a scope document
on what business want?
• Draft the blue print of
events, eVars and Props
• Thoroughly test pre and
post tags go live
• Show business teams
the real god mine of WA
Analyse
Draft Tech implementation doc
Implement Tags
Check alter-ego
Design process flow
Build solution design doc
Engage with developers
Whatever Tagged, gets Tamed2
Design
Specs
Test Implement
• This is the most difficult part
of entire web analytics
• Draft the blue print of
events, eVars and Props
• Network well with tech teams
and explain working of WA tags
• Monitor that all WA tags
are appropriately placed

3. Identify reporting need
Engage new businesses Improve networks
Ask right questionsConnect the need
Automate reporting
Cater to Business Needs
People
ProcessPatch Report
• Whatever is being recorded
has to be revealed & measured
• Ask right questions to
get bottom of needs
• Schedule reports so that they
generate next actions
• Fill the gap between needs
and WA capabilities
Build segments/profiles
Verify the data
Explore data
What else?
Connect other data sources
Extract data
3 Self-sufficiency through Training teams
Process
Peel
Patch Report
• Always go for an extra
mile to delight partners
• Map requirements with
data points
• Go to the specifics as deep
as possible to slice the data
• Think of a close number
before extracting the data

4. Gather information
Recommend actions Understand problem clearly
Match skillsReveal a story
Present insights
Power of Web Analytics in Action
Scrape
Search/
Seek
Story Analyse
• Asking right questions is
the beginning
• Migrate the business needs
from reporting to analysis
• Connect the dots and
compose a story
• Take web analytics to the
next level, Optimization
Verify the data
Apply intelligence
Define metrics & method
Map data channels
Connect context
Integrate data points
4 The Beginning of Digital consultancy
Search/
Seek
Synthesise
Story Analyse
• Break the object into
data points and tools
• Design the roadmap of analysis
• Connect all data points
into one single outcome
• If the entire process is
Science this step is Art

5. Data support
Scale up tests Identify the need
Measure target
Make a prototype
(technology)
Prepare a success
case (business)
Stay on TOP
Identify
TargetKaizen Optimise
• Identify the low hanging fruits
and support with data
• Measure the impact of
target and prioritize
• Build a strong collaborative
optimization platform
Observe initial test impact
Showcase results
Prepare the challenger
Define test plan
Execute the test
Analyse results
5 Take the lead and drive the change
Target
Test
Kaizen Optimise
• Define variations of test,
visitors, %, KPIs & time
• What customers want to
the see most?
• Analyse lift, confidence
and audience segments
• Monitor real-time test
results for greater confidence

6. Resource Pooling
Web Analytics BusinessTechnology
WA Director
Implementation specialist
Implementation analyst
WA tester
Tech Head
Project manager
Business analyst
Developer(s)
Business Head
Head of portfolio
WA reporting analyst
Implementation analyst
WA tester
Portfolio Managers
Business analysts
Implement
Report
6 Remember Web Analytics is a Journey not a Destination
WA reporting analyst
Implementation analyst
WA tester
WA business analysts
WA reporting analyst
(for training teams as well)
Portfolio Managers
Business analysts
Sr. Managers
WA optimization specialist
WA optimization analyst
Project managers
Optimization managers
Production team
Developer(s)
Report
Analyse
Optimise