7 main point point of digital analytics AD 2017, among them: lack of measurement frameworks, obsession with tools, low actionability. Each sin is complemented by a good did that help make thing right.

1. 7 Deadly Sins
of digital analytics
Web Analytics Wednesday Warszawa
2017.04.12

2. Seven deadly sins
Seven ways to win
Seven holy paths to hell
And your trip begins
Iron Maiden - Moonchild

3. Sin 1 - vanity metrics
Vanity metrics - data collected about
a company or its users that do not
help make decisions.
Examples:
● unique browsers
● page views
● NPS
● # of visits on home page
● GDP
hbr.org/2010/02/entrepreneurs-beware-of-vanity-metrics

4. Good deed 1 - Actionable metrics
Ac.onable metrics - The only
metrics that companies should
invest energy in collecKng are those
that help them make decisions.
Good metrics
● AcKonable
● Auditable
● Accessible

5. Sin 2 - Non-existing measurement frameworks

6. Good deed 2 - Two-tiered segmentation (Gary Angel)
semphonic.blogs.com/semangel/2011/04/semphonics-two-Kered-segmentaKon-segmentaKon-for-digital-analyKcs-done-right.html

7. Sin 3 - Focus on tools only

8. Good deed 3 - Holistic approach
Key components:
● people
● processes
● tools

9. Sin 4 – Lack of domain knowledge among analysts

10. Good deed 4 – Interdisciplinary teams
Interdisciplinary digital team funcKons
● UX
● UI
● AnalyKcs
● SEO
● Product management & markeKng
● Engineering
Spotify office

11. Sin 6 - Dashboards (overcomplicated)

12. Sin 5 - Office (isolation) syndrome

13. Good deed 5 - Go outside of the office
Use user / customer research
methodologies
● in-depth interviews
● user tesKng
● session recording
● VOC

14. Sin 6 - Dashboards (overcomplicated)

15. Sin 6 - Dashboards (oversimplified)

16. Good deed 6 - Provide context to data
Section A Section B
• Divide data by site secKons and
channels instead of presenKng whole
traffic
• Illustrate a reference and target
levels for metrics
• Show major site changes and
improvements
Section C

17. Sin 7 - Gut driven decisions

18. Good deed 7 - Data driven decision
analyticsdemystified.com/analysis/big-data-without-digital-insight-management-i-a-big-hot-mess/