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Impacting Business Performance with Analytics 12 th Nov 2015
| Date post: | 12-Apr-2017 |
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Impacting Business Performance with Analytics
12th Nov 2015
G’day, I’m Peter
This all keeps me busy…
@peter_oneill #emetricsPage 2
I run an Analytics consultancyI also organise some Analytics events
28th Oct 2015
How do you use Digital Analytics?
@peter_oneillPage 3 #ilive2015
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
Page 4 @peter_oneill #ilive2015
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
Page 5
Photo Credit: HikingArtist.com via Compfight cc
@peter_oneill #ilive2015
Example of Using Analytics
@peter_oneillPage 6 #ilive2015
The Plan for TodaySet of Tips & Tricks
@peter_oneillPage 7
Photo Credit: HikingArtist.com via Compfight cc
#ilive2015
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ANALYTICS SET-UP TIPS
@peter_oneill #ilive2015
The 1st task to get value from an Analytics toolBack away from your computer…
…what are your business questions?
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© dotmatchbox via Compfight cc
@peter_oneill #ilive2015
Three of my learnings re tracking1. 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
@peter_oneill #ilive2015
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
@peter_oneillPage 11 #ilive2015
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
#ilive2015@peter_oneillPage 12
/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
Page 13 @peter_oneill #ilive2015
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
Page 14 @peter_oneill #ilive2015
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ANALYSIS & INSIGHTS TIPS
@peter_oneill #ilive2015
Analysing a website funnel performance
Page 16 @peter_oneill #ilive2015
Business Performance Diagnostic
Identify underperforming areas Create a list of actions with value per fix
#ilive2015@peter_oneillPage 17
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%
@peter_oneillPage 18 #ilive2015
Identify the cause of form validation errors
Page 19 @peter_oneill #ilive2015
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 Key use is identifying the cause of 404 error pages
URL that generated error Previous page whether off site or an internal page
@peter_oneillPage 20 #ilive2015
Identify search terms with 0 search results Tracking required is search terms 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
@peter_oneillPage 21 #ilive2015
The Perfect ReportSee this…… do that
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© Sport tactic via mind the product
@peter_oneill #ilive2015
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
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
#ilive2015@peter_oneillPage 24
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COMPANY & PROCESS TIPS
@peter_oneill #ilive2015
Ambition: Analytics Perfection
Cannot be achieved when access to the
analytics data/intelligence is
controlled by the few
#ilive2015Page 26 @peter_oneill
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
#ilive2015Page 27 @peter_oneill
Exposing analytics to the organisation
Analytics is not about reporting…
…but reporting is critical for analytics
#ilive2015Page 28
Executive Summary
Ecommerce
Top Products
Availability
Marketing
Organic
Social Media
Content
Landing Pages
Blog Posts
Performance
Summary
@peter_oneill
People want data? 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
Analytics needs to go viral Spread 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
#ilive2015Page 30
Photo Credit: Postmemes.com via Compfight cc
@peter_oneill
A Vision for the Future This is reality for some companies
@peter_oneillPage 31 #ilive2015
THANK YOU
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I can be found at• [email protected]• @peter_oneill• +44 7843 617 347• www.linkedin.com/in/peteroneill
L3 Analytics is
Recruiting!!
@peter_oneill #ilive2015
