See This, Do That Analytics
21st Jan 2014
Who am I? G’day, I’m Peter... Founder of L3 Analytics, London based Digital
Analytics Consultancy Also Founder of MeasureCamp, Co-Founder of
MeasureBowling & Chair at eMetrics London Currently nominated for DAA Rising Star in
case anyone here has a vote…
Page 2 21st Jan 2014@peter_oneill
Current state of play for Digital Analytics
I believe we are failing the users of analytics data
There are impressive exceptions but in the minorityPage 3 21st Jan 2014@peter_oneill
An example of success with analytics
Identify a problem area Collect the necessary data for insights Use that data to resolve the problem
(one off or ongoing)Page 4
My favourite talk from eMetrics London 2013
21st Jan 2014@peter_oneill
A bit of a light bulb moment This helped solidify my thinking I believe we need to change our focus Originally we asked – what data do you need? We evolve – What are your business
questions? Now I think the question should be:
What actions can you take? What insights do you need to inform those
actions? What data do we need to provide those insights? How can we give you the insights you need in a
way that you can act upon them?Page 5 21st Jan 2014@peter_oneill
See This, Do That Analytics Providing people with the insights they need
to help them in tasks they are performing Answers for the real world
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My vision with this We need to go back to
basics We need to make
analytics useful to everyone
We need people to believe in analytics
21st Jan 2014@peter_oneill
See This, Do That Analytics – a Definition It is for users of analytics data, not analysts It is not another way of saying real time data It is tool agnostic and it is data source
agnostic Users request the report
Whatever format Automated, not via an analyst ideally
They have necessary training to interpret the report Although reports are designed to require as little
interpretation as possible They are able to act immediately upon
insights Hence “see this, do that…”
10th Dec, 2012Page 7
Examples of actions people take1. Fix broken links2. Promote product/content on social media3. Feature product/content on homepage4. Feature product/content on navigation pages5. Adjust a product’s description, price, image6. Adjust a content piece’s heading, image
This will vary by sector, by company, by role
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Example 1 – Fixing 404 Error Pages Set up required tracking
URLs & referrers for 404 error pages Any tool, any method
Create custom reports List all URLs resulting in 404 error pages List all referrers leading to 404 error pages Cross reference the URLs and referrers Sort in priority order, hunt down & fix
problems Otherwise known as See This, Do That
10th Dec, 2012Page 9
Example 2 – Merchandise Report
A. Most popular productB. The money makerC. Something is wrong
D. Another issue hereE. Opportunity product,
make more visible
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Example 3 – Top Content Report
Imagine if you could filter on business action!!Page 11 21st Jan 2014@peter_oneill
Can we do this now with our Analytics tools The Web Analytics tools we use don’t seem to
handle real world problems very well Chartbeat has made steps in the right
direction but is limited Google/Adobe Analytics have custom reports
but I am unconvinced for use by non analysts Visual Revenue was built around this idea Short/medium term solution
Do anything you can to provide the end users with the data they need to take actions
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What I will be doing this year I want my clients to be excited about analytics I want them open to the possibilities I want them using analytics themselves My starting point
No longer aiming for the perfect implementation It will not be all about the big list of
recommendations Instead – must add immediate value They must be able to take actions based on the
data I can do all of the other fun stuff second… But a “See This Do That” approach for an
immediate impact must be the first stepPage 13 21st Jan 2014@peter_oneill
THANK YOU
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I can be found at• [email protected]• @peter_oneill• +44 7843 617 347• www.linkedin.com/in/peteroneill
21st Jan 2014@peter_oneill