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Insights from Web Analytics Demystified
www.webanalyticsdemystified.com
A PROCESS FOR BEING
DATA-DRIVEN
FROM TIM WILSON
@tgwilson | bit.ly/webprocess
tim.webanalyticsdemystified.com
Past Employers
@tgwilson | bit.ly/webprocess
Everyone wants to
be data-driven
these days.
@tgwilson | bit.ly/webprocess
But what does
“data-driven”
actually mean?
@tgwilson | bit.ly/webprocess
@tgwilson | bit.ly/webprocess
Let’s make it a
little simpler.
@tgwilson | bit.ly/webprocess
Let’s recognize
there are
fundamentally
two ways to use
data.
@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.
@tgwilson | bit.ly/webprocess
So, how do we bring
this to life with a
great process?
@tgwilson | bit.ly/webprocess
A.D.A.P.T.
to
Act & Learn
@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
@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
@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.
@tgwilson | bit.ly/webprocess
Alignment means
clearly established
goals and KPIs.
@tgwilson | bit.ly/webprocess
WHAT ARE
YOUR KPIs?!
Flickr / Zawezome
@tgwilson | bit.ly/webprocess
Leads to...
@tgwilson | bit.ly/webprocess
Two Magic Questions
1. What are we trying to
achieve?
2. How do we know if
we’ve done that?
@tgwilson | bit.ly/webprocess
A KPI is not a KPI
without a target.
@tgwilson | bit.ly/webprocess
Flickr / mando-16
I can’t set a target!
No one has ever done
this before!
@tgwilson | bit.ly/webprocess
A KPI is not a KPI
without a target.
@tgwilson | bit.ly/webprocess
A SWAG is
infinitely better
than a “We’ll
know it when we
see it” target.
@tgwilson | bit.ly/webprocess
Napkins are handy
@tgwilson | bit.ly/webprocess
Bracketing is handy, too.
[ ]
Definitely
Bad
Definitely
Good
10 Leads 10,000 Leads
][Target
@tgwilson | bit.ly/webprocess
Goals, KPIs, and Targets
lead to a
Meaningful Dashboard
which is the core of
Effective Performance
Measurement
@tgwilson | bit.ly/webprocess
@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.
@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
@tgwilson | bit.ly/webprocess
Remember high school science class?
@tgwilson | bit.ly/webprocess
An analysis is nothing
more than testing a
hypothesis.
@tgwilson | bit.ly/webprocess
Everyone in the
business has
hypotheses!
@tgwilson | bit.ly/webprocess
The trick is getting
them articulated
clearly.
@tgwilson | bit.ly/webprocess
@tgwilson | bit.ly/webprocess
What we say to marketers
“What is your
hypothesis?”
@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.”
@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.”
@tgwilson | bit.ly/webprocess
I believe that…
If I am right, then I will…
[some idea]
[take some action]
@tgwilson | bit.ly/webprocess
Each idea can be
added to a
hypothesis library.
­ Google Spreadsheet
­ Excel
­ uservoice.com
­ Sharepoint
­ Lotus Notes
­ Jira
@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
@tgwilson | bit.ly/webprocess
Is the hypothesis
clearly articulated?
@tgwilson | bit.ly/webprocess
To assess the effort
required, you have to
determine the
approach.
@tgwilson | bit.ly/webprocess
Flickr / justinbaeder
When all you have
is a hammer...
...all the world
looks like a nail.
@tgwilson | bit.ly/webprocess
Data-driven
marketers are
aware of their
full tool belt.
@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]
@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?
@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
@tgwilson | bit.ly/webprocess
It’s not a simple formula.
@tgwilson | bit.ly/webprocess
But a formula can
guide the
discussion.
@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
@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
@tgwilson | bit.ly/webprocess
Actionable
Results
@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
@tgwilson | bit.ly/webprocess
Driving action
requires effective
communication of
the results.
@tgwilson | bit.ly/webprocess
And it requires
tracking to action.
@tgwilson | bit.ly/webprocess
As a result, we…
[took the action]
We tested…
[the idea]
Resulting in…
[quantified result]
@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
@tgwilson | bit.ly/webprocess
Learning means
looking beyond the
near-term action.
@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
@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...
@tgwilson | bit.ly/webprocess
With the ultimate
goal of...
@tgwilson | bit.ly/webprocess
...reorienting the
business to a
culture of validated
learning.
@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
@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
Insights from Web Analytics Demystified
www.webanalyticsdemystified.com
Partner, Web Analytics Demystified
tim.wilson@webanalyticsdemystified.com
(512) 431-8502 or @tgwilson
TIM WILSON

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