#1NLab16 - Training for the Long Run: How to Strengthen Your Analytics Platform
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Transcript of #1NLab16 - Training for the Long Run: How to Strengthen Your Analytics Platform
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NOV 2-4, 2016
Training for the Long RunHow to Strengthen Your
Analytics Platform
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NOV 2-4, 2016
Cathy Lynk Mitch Diehl
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We have an endless amount of data at our fingertips
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Our goal is to find
CLARITYfrom the noise
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If you can’t measure it,You can’t IMPROVE it.“
- Peter DruckerProcess Management Thought Leader
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Identify goals
Establish key metrics
Measure results
Optimize performance
Our Analytics Framework
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A Quick Poll
NOV 2-4, 2016
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Identify Your Goals
NOV 2-4, 2016
Identify Goals // Establish Key Metrics // Measure Results // Optimize Performance
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NOV 2-4, 2016
Identifying Goals: How To
§ Establish your baseline
§ Root goals in firm strategy
§ Define goals that are both actionable and measurable
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NOV 2-4, 2016
Identifying Goals: Where to Start
Inputs to your analytics goals:
§ Firm Strategic Plan
§ Annual Marketing Goals
§ New Firm Initiatives
“My goal, is to run to the moon.”
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Establish Key Metrics
NOV 2-4, 2016
Identify Goals // Establish Key Metrics // Measure Results // Optimize Performance
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Pageviews
Google has over 400 Metrics and Dimensions available for custom reports
Average Time on Page
Bounce RateTotal Events
Unique Events
Unique Pageviews
Sessions
New VisitorsReturning Visitors
Browsers
RegionsPage Titles
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Hypotheses allow you to identify which
metrics are the most meaningful
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EXAMPLE
“Since our new offering was rolled out within the last quarter, visitors are unaware of its existence and thus not navigating to its page.”
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EXAMPLE
“Less than 5% of Capabilities section traffic is looking at the page of our new offering.”
Unique PageviewsPage Titles
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Start simple. Build Complexity.
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Measure Results
NOV 2-4, 2016
Identify Goals // Establish Key Metrics // Measure Results // Optimize Performance
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NOV 2-4, 2016
Hypothesis à Metrics à Dashboard
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Measuring Results: A Few Tips
§ Capture data over at least a 3 month period
§ Compare data over multiple time periods
§ Analyze data across 2 dimensions at a time
§ Marry the results back to the goals you set
§ Consider any external influencers that may impact your website’s behavior
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“Though you finished last, you BEAT all those who did not run.
- Cathy’s Mom
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NOV 2-4, 2016
Context is Key
Bad! Below average time on page
00:02:06
/insights/
/services/
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NOV 2-4, 2016
Context is Key
Good! Office contact information is quick and easy to find
00:02:06
/insights/
/services/
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Optimize Performance
NOV 2-4, 2016
Identify Goals // Establish Key Metrics // Measure Results // Optimize Performance
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Identify Goals
Analytics in Action
Courtesy of Google Analytics Success Stories
• Increase sales and engagement within key geographic regions
• Unify the PUMA experience across product categories
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Establish Key Metrics
Analytics in Action
Courtesy of Google Analytics Success Stories
• Event Tracking
• Traffic by Segment
• Behavior Flows
Test Version
ATest Version
BTest Version
C
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Measure Results
Analytics in Action
Courtesy of Google Analytics Success Stories
• Custom filters and reports
• Comparison dashboards across segments
Test Version
C
Test Version
ATest Version
B
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Optimize Performance
Analytics in Action
Courtesy of Google Analytics Success Stories
• Increase sales and engagement within
key geographic regions à
Increased site traffic by 47% in growing regions
• Unify the PUMA experience across
product categories à
Increased online orders by 7%
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Wrapping Up
NOV 2-4, 2016
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NOV 2-4, 2016
User research landscapeBEHAVIORAL
Source: Nielsen Norman Group
Eye-tracking
Usability Testing
Ethnographic Field Studies
Web AnalyticsA / B Testing
Concept Testing
Diary / Camera StudiesCustomer Feedback
Card Sorting
Desirability Studies
Intercept Surveys
Email Surveys
Co-creation exercises
Focus Group
Interviews
QUANTITATIVE
ATTITUDINAL
QUALITATIVE
Analytics Enables You to Ask the Right Questions
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NOV 2-4, 2016
User research landscapeBEHAVIORAL
Source: Nielsen Norman Group
Eye-tracking
Usability Testing
Ethnographic Field Studies
Web Analytics
A / B Testing
Concept Testing
Diary / Camera StudiesCustomer Feedback
Card Sorting
Desirability Studies
Intercept Surveys
Email Surveys
Co-creation exercises
Focus Group
Interviews
QUANTITATIVE
ATTITUDINAL
QUALITATIVE
Supplementary Research Methods get you closer to the Right Answer
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Identify ____
Establish ___ ______
Measure ______
Optimize __________
Dawn –Pass out the tests.
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Identify goals
Establish key metrics
Measure results
Optimize performance
Just Kidding!But seriously,let’s review.
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NOV 2-4, 2016
What Does This Mean for You?
We just redesigned our website
We are thinking about redesigning
We are already tracking website analytics
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Resources
Google Analytics Academy
Nielsen Norman
One North Blog
Thank You
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NOV 2-4, 2016
Training for the Long RunHow to Strengthen Your
Analytics Platform