A Process for Being Data Driven

1. Insights from Web Analytics Demystified www.webanalyticsdemystified.com A PROCESS FOR BEING DATA-DRIVEN FROM TIM WILSON

2. @tgwilson | bit.ly/webprocess tim.webanalyticsdemystified.com Past Employers

3. @tgwilson | bit.ly/webprocess Everyone wants to be data-driven these days.

4. @tgwilson | bit.ly/webprocess But what does “data-driven” actually mean?

5. @tgwilson | bit.ly/webprocess

6. @tgwilson | bit.ly/webprocess Let’s make it a little simpler.

7. @tgwilson | bit.ly/webprocess Let’s recognize there are fundamentally two ways to use data.

8. @tgwilson | bit.ly/webprocess Performance Measurement Hypothesis Validation Support Enablement tasks, including quick data pulls, platform integration, tool training & data governance. Tracking & communicating performance of KPIs & supporting metrics against targets. Capturing, prioritizing & confirming the assumptions driving key investments with data & testing.

9. @tgwilson | bit.ly/webprocess So, how do we bring this to life with a great process?

10. @tgwilson | bit.ly/webprocess A.D.A.P.T. to Act & Learn

11. @tgwilson | bit.ly/webprocess Align on goals and KPIs Discover hypotheses across the company Assess the hypotheses and your approach Prioritize the hypotheses Test the highest priority hypotheses Act on the results Learn for the future

14. @tgwilson | bit.ly/webprocess Alignment means clearly established goals and KPIs.

15. @tgwilson | bit.ly/webprocess WHAT ARE YOUR KPIs?! Flickr / Zawezome

16. @tgwilson | bit.ly/webprocess Leads to...

17. @tgwilson | bit.ly/webprocess Two Magic Questions 1. What are we trying to achieve? 2. How do we know if we’ve done that?

18. @tgwilson | bit.ly/webprocess A KPI is not a KPI without a target.

19. @tgwilson | bit.ly/webprocess Flickr / mando-16 I can’t set a target! No one has ever done this before!

20. @tgwilson | bit.ly/webprocess A KPI is not a KPI without a target.

21. @tgwilson | bit.ly/webprocess A SWAG is inﬁnitely better than a “We’ll know it when we see it” target.

22. @tgwilson | bit.ly/webprocess Napkins are handy

23. @tgwilson | bit.ly/webprocess Bracketing is handy, too. [ ] Deﬁnitely Bad Deﬁnitely Good 10 Leads 10,000 Leads ][Target

24. @tgwilson | bit.ly/webprocess Goals, KPIs, and Targets lead to a Meaningful Dashboard which is the core of Effective Performance Measurement

28. @tgwilson | bit.ly/webprocess Remember high school science class?

29. @tgwilson | bit.ly/webprocess An analysis is nothing more than testing a hypothesis.

30. @tgwilson | bit.ly/webprocess Everyone in the business has hypotheses!

31. @tgwilson | bit.ly/webprocess The trick is getting them articulated clearly.

33. @tgwilson | bit.ly/webprocess What we say to marketers “What is your hypothesis?”

34. @tgwilson | bit.ly/webprocess What we say to marketers “What is your hypothesis?” What they hear “I’m dragging you back to the high school science class you hated.”

35. @tgwilson | bit.ly/webprocess What we say to marketers “What is your hypothesis?” What they hear “I’m dragging you back to the high school science class you hated.”

36. @tgwilson | bit.ly/webprocess I believe that… If I am right, then I will… [some idea] [take some action]

37. @tgwilson | bit.ly/webprocess Each idea can be added to a hypothesis library. Google Spreadsheet Excel uservoice.com Sharepoint Lotus Notes Jira

39. @tgwilson | bit.ly/webprocess Is the hypothesis clearly articulated?

40. @tgwilson | bit.ly/webprocess To assess the effort required, you have to determine the approach.

41. @tgwilson | bit.ly/webprocess Flickr / justinbaeder When all you have is a hammer... ...all the world looks like a nail.

42. @tgwilson | bit.ly/webprocess Data-driven marketers are aware of their full tool belt.

43. @tgwilson | bit.ly/webprocess If I am right, I will… [take some action] I believe that… [some idea] To test this, I will… [tool/technology/approach]

44. @tgwilson | bit.ly/webprocess Web Analytics Voice of the Customer A/B (and MV) Testing Usability Testing Email Surveys Social Media Analytics Focus Groups Secondary Research What’s in your company’s toolbelt?

46. @tgwilson | bit.ly/webprocess It’s not a simple formula.

47. @tgwilson | bit.ly/webprocess But a formula can guide the discussion.

48. @tgwilson | bit.ly/webprocess Likelihood belief is right Likelihood change would occur Likely scale of impact Alignment w/ business goals Effort to test (approach) M LH M LH M LH M LH M LH

50. @tgwilson | bit.ly/webprocess Actionable Results

52. @tgwilson | bit.ly/webprocess Driving action requires effective communication of the results.

53. @tgwilson | bit.ly/webprocess And it requires tracking to action.

54. @tgwilson | bit.ly/webprocess As a result, we… [took the action] We tested… [the idea] Resulting in… [quantified result]

56. @tgwilson | bit.ly/webprocess Learning means looking beyond the near-term action.

57. @tgwilson | bit.ly/webprocess Hypothesis tested Action taken Hypothesis tested No action warranted Hypothesis tested No action warranted Hypothesis tested Action taken Hypothesis tested No action warranted Hypothesis tested Action taken Hypothesis tested No action warranted Hypothesis tested Action taken Deeper learning Deeper learning Deeper learning

58. @tgwilson | bit.ly/webprocess Monthly/Quarterly Review Hypotheses Submitted Hypotheses Validated Action Taken Results Achieved Deeper Learning I believe... If I am right... ✓ ✓ ✓ ✓ I believe... If I am right... ✓ I believe... If I am right... I believe... If I am right... ✓ ✓ ✓ I believe... If I am right... ✓ ✓ I believe... If I am right... ✓ ✓ I believe... If I am right... I believe... If I am right... ✓ ✓ I believe... If I am right...

59. @tgwilson | bit.ly/webprocess With the ultimate goal of...

60. @tgwilson | bit.ly/webprocess ...reorienting the business to a culture of validated learning.

62. @tgwilson | bit.ly/webprocess THANK YOU! bit.ly/webprocess This presentation 1-Page Guide: Getting to Great KPIs Performance Measurement Planning Template Hypothesis Library Template “Approach options” Self-Audit Template Recommended reading on effective communication of analytics results

63. Insights from Web Analytics Demystified www.webanalyticsdemystified.com Partner, Web Analytics Demystified tim.wilson@webanalyticsdemystified.com (512) 431-8502 or @tgwilson TIM WILSON

A Process for Being Data Driven

Tim Wilson

A Process for Being Data Driven