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The Analytics Cycle www.symphony3.com 1 www.symphony3.com
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The Analytics Cycle
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The Analytics Cycle
1) Review objectives of online channel
2) Configure analytics to measure
achievement of objectives
3) Data is captured and stored
4) Data organised and structured into
reports
5) Analyse data to create useful insights
6) Based on insights, implement change for improvement
7) Measure results of implemented change
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1. Review the objectives of your online channel
Before you measure anything – get to a whiteboard and list the following:
1. What are the key objectives of your organisation/department?
2. Who are you trying to reach?
3. How is your online channel helping you achieve those objectives?
4. Which functions of the channel meet which objectives?
Example:
5. I want to build and diversify my customer base
6. I want to reach small business owners and families
7. My website helps build brand awareness and create customer leads
8. My customer enquiry form allows me to follow-up on sales leads
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2. Configure Analytics to Measure Success
While Google Analytics will automatically track a lot of information, you will have to think ahead to truly measure your objectives. The following examples must be implemented before you capture the data and cannot be measured retrospectively.
Consider…
1. Creating data filters
2. Setting-up goals and goal funnels
3. Setting up event tracking
Example:
4. I create a filter to exclude all site interactions from people within my business from my analytics data
5. I set-up a goal funnel to measure how many of my visitors complete an enquiry form and what journey they take to get there
6. I set-up an event to measure how often visitors view my product videos
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3. Data is captured and stored
This is the easy part!
If your developer has installed the analytics tracking code, your analytics tool (most likely Google Analytics) will do this for you.
Remember…
Analytics data is not 100% perfect. There are a number of reasons why data may not be captured or misrepresented. So look at trends rather than exact figures.
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4. Organise and Structure into Reports
• Chances are your analytics tool will create a set of standard reports
• Google Analytics provide a large range of standard reports
Consider…
1. Which reports provide you with the most useful information for your objectives
2. Adding second dimensions to create more precise reports
3. Scheduling reports to be sent to management and decision makers
Example:
4. The Content report tells me how many people view my enquiry page
5. I add a dimension of ‘Mobile Device’ to see how many people view my enquiry page from mobile devices
6. I automate the sending of an overview report to my manager at the end of each month.
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5. Analyse data for useful insights
• Producing reports is the first step, but producing useful insights into how your digital channel is helping you achieve your objectives is the hard part.
• On the surface, analytics are just numbers until they are interpreted
• Always ask what the numbers are telling you about your objectives in step one.
• Example:
60% of visitors accessing my enquiry form are coming from mobile devices.
Is mobile a key drive of sales leads for my business?
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6. Implement change for improvement!
So we’ve learned something from our analytics? Now what?
Do something about it!
Example:
Mobile is driving traffic and leads for my business. I’m going to develop a mobile friendly website to make the sales process more efficient for mobile users.
Consider…
Who are the people in your organisation who need to approve changes? Make sure these people understand the benefits and are on-side with your online initiatives. Build yourself the authority to implement change and reduce roadblocks to improvement.
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7. Measure results of implemented change
Once you’ve implemented a change you need to measure its success and make adjustments where required
Consider…
1. Running time comparisons before and after implementation
2. A/B Testing
3. Customer feedback
Example. I’ve reduced the number of fields on my enquiry form
4. I compare form conversion for 3 months before and after the change implementation
5. I run A/B testing for a 3 month period to compare conversion rates
6. I speak to existing customers about their experience with the new enquiry form
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REPEAT!
Repeat the cycle.
Remember, analytics isn’t a once off item. It’s a continual process that needs to be regularly visited to meet your objectives!
Get in touch with us for more information on how analytics can improve your performance.
@Symphony3Think
