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![@tgwilson | bit.ly/webprocess
Bracketing is handy, too.
[ ]
Definitely
Bad
Definitely
Good
10 Leads 10,000 Leads
][Target](https://image.slidesharecdn.com/aprocessforbeingdata-driven-130812065330-phpapp02/85/A-Process-for-Being-Data-Driven-23-320.jpg)
![@tgwilson | bit.ly/webprocess
I believe that…
If I am right, then I will…
[some idea]
[take some action]](https://image.slidesharecdn.com/aprocessforbeingdata-driven-130812065330-phpapp02/85/A-Process-for-Being-Data-Driven-36-320.jpg)
![@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]](https://image.slidesharecdn.com/aprocessforbeingdata-driven-130812065330-phpapp02/85/A-Process-for-Being-Data-Driven-43-320.jpg)
![@tgwilson | bit.ly/webprocess
As a result, we…
[took the action]
We tested…
[the idea]
Resulting in…
[quantified result]](https://image.slidesharecdn.com/aprocessforbeingdata-driven-130812065330-phpapp02/85/A-Process-for-Being-Data-Driven-54-320.jpg)
Uploaded byTim Wilson
A Process for Being Data Driven
The document discusses the concept of becoming data-driven, emphasizing two main uses of data: performance measurement and hypothesis validation. It introduces a structured process called A.D.A.P.T., which involves aligning on goals, discovering and assessing hypotheses, prioritizing them, testing, acting, and learning from results. Effective communication and established KPIs are highlighted as essential for driving actionable insights in a data-driven culture.
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A Process for Being Data Driven
- 1. Insights from WebAnalytics Demystified www.webanalyticsdemystified.com A PROCESS FOR BEING DATA-DRIVEN FROM TIM WILSON
- 2.
- 3. @tgwilson | bit.ly/webprocess Everyonewants to be data-driven these days.
- 4. @tgwilson | bit.ly/webprocess Butwhat does “data-driven” actually mean?
- 5.
- 6. @tgwilson | bit.ly/webprocess Let’smake it a little simpler.
- 7. @tgwilson | bit.ly/webprocess Let’srecognize there are fundamentally two ways to use data.
- 8. @tgwilson | bit.ly/webprocess Performance Measurement Hypothesis Validation Support Enablementtasks, 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.
- 11. @tgwilson | bit.ly/webprocess Alignon 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
- 12. @tgwilson | bit.ly/webprocess Alignon 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
- 13. @tgwilson | bit.ly/webprocess Performance Measurement Hypothesis Validation Support Enablementtasks, 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.
- 14. @tgwilson | bit.ly/webprocess Alignmentmeans clearly established goals and KPIs.
- 15. @tgwilson | bit.ly/webprocess WHATARE YOUR KPIs?! Flickr / Zawezome
- 16.
- 17. @tgwilson | bit.ly/webprocess TwoMagic Questions 1. What are we trying to achieve? 2. How do we know if we’ve done that?
- 18. @tgwilson | bit.ly/webprocess AKPI 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 AKPI is not a KPI without a target.
- 21. @tgwilson | bit.ly/webprocess ASWAG is infinitely better than a “We’ll know it when we see it” target.
- 22.
- 23. @tgwilson | bit.ly/webprocess Bracketingis 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
- 25.
- 26. @tgwilson | bit.ly/webprocess Performance Measurement Hypothesis Validation Support Enablementtasks, 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.
- 27. @tgwilson | bit.ly/webprocess Alignon 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
- 28. @tgwilson | bit.ly/webprocess Rememberhigh school science class?
- 29. @tgwilson | bit.ly/webprocess Ananalysis is nothing more than testing a hypothesis.
- 30. @tgwilson | bit.ly/webprocess Everyonein the business has hypotheses!
- 31. @tgwilson | bit.ly/webprocess Thetrick is getting them articulated clearly.
- 32.
- 33. @tgwilson | bit.ly/webprocess Whatwe say to marketers “What is your hypothesis?”
- 34. @tgwilson | bit.ly/webprocess Whatwe 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 Whatwe 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 Ibelieve that… If I am right, then I will… [some idea] [take some action]
- 37. @tgwilson | bit.ly/webprocess Eachidea can be added to a hypothesis library. Google Spreadsheet Excel uservoice.com Sharepoint Lotus Notes Jira
- 38. @tgwilson | bit.ly/webprocess Alignon 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
- 39. @tgwilson | bit.ly/webprocess Isthe hypothesis clearly articulated?
- 40. @tgwilson | bit.ly/webprocess Toassess 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 marketersare aware of their full tool belt.
- 43. @tgwilson | bit.ly/webprocess IfI 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 WebAnalytics 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?
- 45. @tgwilson | bit.ly/webprocess Alignon 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
- 46. @tgwilson | bit.ly/webprocess It’snot a simple formula.
- 47. @tgwilson | bit.ly/webprocess Buta formula can guide the discussion.
- 48. @tgwilson | bit.ly/webprocess Likelihoodbelief 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
- 49. @tgwilson | bit.ly/webprocess Alignon 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
- 50.
- 51. @tgwilson | bit.ly/webprocess Alignon 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
- 52. @tgwilson | bit.ly/webprocess Drivingaction requires effective communication of the results.
- 53. @tgwilson | bit.ly/webprocess Andit requires tracking to action.
- 54. @tgwilson | bit.ly/webprocess Asa result, we… [took the action] We tested… [the idea] Resulting in… [quantified result]
- 55. @tgwilson | bit.ly/webprocess Alignon 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
- 56. @tgwilson | bit.ly/webprocess Learningmeans looking beyond the near-term action.
- 57. @tgwilson | bit.ly/webprocess Hypothesistested 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/QuarterlyReview 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 Withthe ultimate goal of...
- 60. @tgwilson | bit.ly/webprocess ...reorientingthe business to a culture of validated learning.
- 61. @tgwilson | bit.ly/webprocess Alignon 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
- 62. @tgwilson | bit.ly/webprocess THANKYOU! 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 WebAnalytics Demystified www.webanalyticsdemystified.com Partner, Web Analytics Demystified tim.wilson@webanalyticsdemystified.com (512) 431-8502 or @tgwilson TIM WILSON