Date post: | 09-Feb-2017 |
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Business |
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Analytics: Building a Reporting Format You Can Own
Tonight’s Discussion• Building (or Refining) a Reporting Process • Five Resources: Crafting Reports for Decision Makers • Helpful Tools for Hazy Outcomes
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For Another Time (Or After) • Attribution Models • Predictive Analytics • Customer Data Hubs • Correlation / Regression / Factor Analysis
DEFINING ANALYTICS
Analytics is Not:
12%
13%
34%
41%
Neat!Pretty NeatSomewhat NeatNot Really Neat at All
Businesses don’t fail because mistakes happen.
!
Businesses fail because mistakes aren’t found and corrected.
Security/Privacy/Risk
Web/Mobile Development
Digital Marketing (SEO, Social, Display)
Software Development
Analytics/Big Data
Digital Strategy/Business Modeling
Smart Product Development
30% 35% 40% 45% 50%
37%
39%
43%
39%
40%
41%
39%
32%
35%
38%
40%
41%
42%
42% CurrentlyIn 3 Years
Most Important Digital Competencies According to Executives in Europe and the US
Source: Economist Intelligence Unit & Cognizant (April 2016)
Who Determines The Analytics Agenda?
Source: McKinsey & Company (April 2016)
12%5%
10%
11%
11% 13%
38%
CEOCIOCMOBusiness Unit HeadCFOChief Data/Analytics OfficerOther
Who Has The Time?
h/t: @avinash
Access to Data Ability to Analyze & Recognize Causal Factors
“Tell Them What to Do” Continuum (in Plain English)
Analyst Director Business Unit Head
CMO CIO CFO
CEO
Report Layout
• Translate Data
• Highlight Trends & Insights
• Make Recommendations
• Provide Next Steps
• For every hour spent pulling data, spend an hour providing insights.
WHAT YOU MUST SHOW
WHAT YOU MUST KNOW
OBJECTIVE A !
OBJECTIVE B !
OBJECTIVE C
METRIC A !
METRIC B !
METRIC C
Metrics by the Sales Funnel
SHARE
DO
THINK
SEE• Awareness: Visitors, Followers,
Impressions, “Branded” Search Volume
• Consideration: Carts, Engagement with Content, Email Subscriptions
• Conversions: Leads / Product Sales
• Loyalty & Evangelism: Return Customers, Reviews, User Generated Content
METRIC A
METRIC B
METRIC C
“Truth is ever to be found in simplicity, and not in the multiplicity
and confusion of things.” -Isaac Newton
Reporting Cadence
REPORT MEETING DURATION
TIME DEDICATED TO DATA REVIEWTIME DEDICATED TO DECISION MAKING
REPORT MEETING DURATION
TIME DEDICATED TO DATA REVIEWTIME DEDICATED TO DECISION MAKING
REPORT SUPPORT: FIVE RESOURCES
“If I had eight hours to chop down a tree, I’d spend six hours
sharpening my ax.” -Abraham Lincoln
Question Everything• What is the purpose of the site? • What key metrics will we rely upon to
determine success? • Where are visitors coming from? • What referral sources are most valuable? • How do traffic and conversion patterns
changed by referral source? • What is the average cost per lead/ cost
per sale from each referral source? • Are there specific referral sources that
deserve more/less attention? • Once they arrive, how do visitors navigate
through the site? • What are the most/least popular
navigation items? • How should navigation be modified? • How is site search utilized?
• What can qualitative metrics (time on site or pages/visit) tell us about our audience? our site content?
• What content is most/least popular among visitors?
• What questions are visitors asking? • Is the Home page effective in routing the
visitor to their desired content? • Do individual content elements/pages do
well to encourage conversion? • At what points in the navigation stream
are visitors most likely to leave? • Is there a correlation between referral
sources and specific site content? • What is the pattern of return visits? • Are return visits more likely to convert? • What devices are visitors using to access
site content? To convert?
Setting Up The Three C’s
CAMPAIGNS
CONTENT
CONVERSIONS
• Where did they come from?
• What do they care about?
• Were we successful?
CAMPAIGNS. CARTS. CONVERSIONS.
Campaign Tracking• Each campaign should be tagged with special tracking code
to help measure its impact on visits, shopping behavior and conversions.
A. Use the “Google URL Builder”
B. Create a Google Doc or Spreadsheet. Append URLs with Google Tracking Code. Share with Media Team
URL Builder
Shared Tracking Sheet
“THANK YOU”
Conversion/Goal Types
DESTINATIONS
“CLICK HERE” EVENTS
GOAL ID GOAL TYPE DESTINATION / EVENT LABEL
Email Subscription Destination example.org/subscribe-thank-you
Contact Form Destination example.org/contact-thank-you
Clicks to Social Media Event Social / Click / Pinterest
Download Product Info Event Content / Download / Product Info PDF
Event Registration Destination example.org/RSVP-confirm
Play Product Video Event Video / Play / Product Video
Metrics Matrix
Metrics Matrix
Metrics Matrix
Why Use a Tag Manager?
Why Use a Tag Manager?
PROCESS. PROTOCOL. PRECISION.
Segments & Filters
ADVANCED SEGMENT
Segments & Filters
FILTER
Advanced Segment
Advanced Segment
Filter
Analytics Task List
REPORT SUPPORT: MASTER QUESTIONS LIST
CAMPAIGN TRACKING INVENTORY METRICS MATRIX
FILTERS & SEGMENTS ROSTER ANALYTICS TASK LIST
HELPFUL TOOLS
“He who knows best knows how little he knows.”
-Thomas Jefferson
A/B TestingA B
+64%
Heatmaps & Click Interaction
More Visitor Story Telling
Adjusted Bounce Rate
Adjusted Bounce Rate
bit.ly/adjusted-bounce-gtm h/t: @datarunsdeep
Custom Alerts
Video Instruction & Insights
ABOUT BIG DATA
POLITICAL THRILLERS
DAVID FINCHER KEVIN SPACEY
POLITICAL THRILLERS
DAVID FINCHER KEVIN SPACEY
BIG DATA
BIG EMPATHY
BIG INSIGHTS
BIG IDEAS
Chris Sietsema• [email protected]
• @sietsema
• linkedin.com/in/sietsema
• 480.570.1636
PRESENTATION MATERIALS:
app.box.com/v/azima
“In character, in manner, in style, in all things, the supreme
excellence is simplicity.” -Henry Wadsworth Longfellow