Impacting Business Performance with Analytics

12th Nov 2015

Notes in red boxes have been added post presentation to give context to the slides

G’day, I’m Peter

This all keeps me busy…

@peter_oneill #emetricsPage 2

I run an Analytics consultancy

28th Oct 2015

I also organise some Analytics events

Do you already use Analytics to impact business performance?

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The audience survey showed that:

• Nearly everyone had an analytics tool

installed

• Most people had looked at their data

• Half of people looked at it on a regular basis

for reporting

• Only a few people actually analysed their data

• Only a couple had used insights from

analytics data to improve their business

performance

To provide intelligence that informs business actions leading

to an improvement in performance for online

organisations

To provide intelligence that informs business actions leading

to an improvement in performance for online

organisations

Purpose of Digital Analytics

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Purpose of Digital AnalyticsTo be more blunt, the purpose of Digital Analytics is:1. To make your company more money2. So you get a bigger bonus/pay rise

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Example of using analytics to impact business performance This retailer appeared to have an

issue with their mobile conversion rate

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The plan for todaySet of Tips & Tricks

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#ilive2015

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ANALYTICS SET-UP TIPS

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The 1st task to get value from an Analytics toolBack away from your computer…

…what are your business questions?

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Before you do look at any reports or even

implement analytics, the first action is to

think through what information you need

from the analytics.

Get all stakeholders together and discuss

their information needs, the decisions they

will be making based on analytics data

and the actions they will be taking.

Three of my learnings re setting up your Analytics tool1. Don’t aim for perfection2. Creativity is critical (yes really)3. Your tracking solution should be aimed at the lowest common

denominator

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5 Platinum

4 Gold

3 Silver

2 Core

1 Basic

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Capture useful information, not everything (so available asap)

If you can’t think of it, can’t ask dev to capture it

So that everyone in the company can understand the data in the reports

What is included within core information? Page Information

Page Naming Convention Page Type URL & Referrer

Campaign Tracking Detailed tracking for all channels

Macro Conversion Actions Directly tied to business success

Visitor Information Visitor Type Customer ID

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5 Platinum

4 Gold

3 Silver

2 Core

1 Basic

Getting the Page Naming Convention right Three rules for any page naming convention

One page name per page on the website Hierarchy that groups pages in a logical manner All page names are intuitive so recognised by anyone

Example page naming convention for a retailer

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/homepage /department/<department name> /product-list/<department name>

/<product list name> /search-results?term=<search term> /product/<department name>

/<product list name>/<product name> /error-page/<error number>-error

/checkout/cart /checkout/process/<page name> /checkout/confirmation /store-finder /store-finder/<store name> /account/<page name> /my-account/<page name> /business/<page name>

Example of content information Title: chinas refined nickel imports rise 59 in

september Content ID: 3500554 Category: base metals Author: ellie wang Language: english Image Flag: no Video Flag: no Access Method: homepage article list Publication Date: 2015-10-26 Days since Publication: 16 Recency: recent Number of Words: 265 Length: medium

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Example of content interactions View Article Read Article

Based on time on page Based on scrolling to bottom

Comment on Article Share Article

Via Social Media View email

Print Article Add Clipping Click to view another article Sign up with website

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ANALYSIS & INSIGHTS TIPS

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Analysing a website funnel performance

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• It is nice to have data showing the

number of sessions at each stage of

the purchase process

• More useful is the completion rate

between each stage

• If this can be compared against targets

• Then focus efforts on the stage with the

biggest gap against performance

• That has the potential to deliver

the highest ROI

• Fix what actually is broken, not just

what you think you should work on.

Business Performance Diagnostic

Identify underperforming areas Create a list of actions with value per fix

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Monitor negative experiences on the website Are negative website experiences an issue for you?1. Viewing 404 Error pages2. Experiencing Form Validation errors3. Returning zero results from an internal search If % Sessions that experience issues is above X%, take action

Set own limit but should be below 5%

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Identify the cause of form validation errors

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Identify the cause of 404 error pages From my core tracking recommendations:1. The full URL of the page being viewed2. The referrer to this page These can be used to identify the cause of 404 error pages

URL that generated error Previous page whether off site or an internal page

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Identify search terms with 0 search results The tracking required is the search term for each search and

the number of search results that are returned Get a report of search terms with ZERO search results

Fix it so people can find what they were looking for

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The Perfect ReportSee this…… do that

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© Sport tactic via mind the product

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A client once requested reports where non

analytics could see information and

automatically act upon it.

It is similar to any team sport where, if you

train hard enough, you automatically know

where to position yourself if a certain play

is happening.

Creating reports that are similar is

incredibly powerful for getting value out of

analytics.

See This, Do That – Merchandise Report

A.Most popular productB.The money makerC.Something is wrong

D.Another issue hereE.Opportunity product, make

more visible#ilive2015Page 23 @peter_oneill

See This, Do That – Content Report Remember all that

content tracking earlier?

Article #2 – is not actually that good

Article #11 – promote everywhere you can

Note these reports can also be grouped by category, author, etc

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COMPANY & PROCESS TIPS

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Ambition: Analytics PerfectionIn my opinion, this cannot be achieved when access to the analytics intelligence is available to only the analysts

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Analysts are vastly outnumbered in any

company. If they are the gatekeeper to

the information needed by everyone else,

they are a barrier to the use of analytics.

Analytics MUST be accessible by

everyone in the organisation.

Educate people on the basics – then more HITS – How Idiots Track Success UVs = Users = unique browsers = inflated number Campaign tracking is easy, attribution is hard You can track anything e.g. Weather

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Get the organisation used to seeing analytics dataAnalytics is not about

reporting……but reporting is

critical for analytics

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Executive Summary

Ecommerce

Top Products

Availability

Marketing

Organic

Social Media

Content

Landing Pages

Blog Posts

Performance

Summary

@peter_oneill

Analytics tools that exist solely to produce reports is a

waste of time.

But Performance Reports are valuable so stakeholders

don’t need to use complicated Analytics tools.

Instead have an automated user friendly source of

information delivered when they need it.

May still be 30 reports produced BUT everyone only

sees the 2 or 3 that they will find useful.

Then when people start making requests… Once you have

educated people, they should start asking questions & making requests

If people want analytics support, must first give:1. An hypothesis of what

they expect to see in the data

2. The action they will take based on the data #ilive2015Page 29 @peter_oneill

Ultimately, Analytics needs to go viral Spread the ideas and usage

throughout the company For every new campaign & website

feature Success is defined KPIs are defined Targets are set Is tracked properly Performance is evaluated The business learns & improves

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@peter_oneill

Bringing this all together - my vision for the future Analytics is not having the impact it could be on organisations

This MUST change Organisations need to see Analytics as a normal cost of doing

business They invest accordingly in the tools and the people

Analytics needs to become a recognised career path with education options reflecting this So people can learn these techniques for tracking and analysing data

Success takes a long time but is already a reality for some companies

Hopefully your organisation is next@peter_oneillPage 31 #ilive2015

THANK YOU

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I can be found at• peteroneill@l3analytics.com• @peter_oneill• +44 7843 617 347• www.linkedin.com/in/peteroneill

L3 Analytics is

Recruiting!!

@peter_oneill #ilive2015