Breaking down the barriers to the use of digital analytics

Breaking down the Barriers to the Use of Digital Analytics

21st Jan 2015

G’day, I’m Peter

So I am pretty

busy these days…

21st Jan 2015@peter_oneill

I run an Analytics consultancy

Current state of play for Digital Analytics

I believe we are failing the consumers of analytics

data

There are impressive exceptions but in the minority

@peter_oneill 21st Jan 2015

Barriers to the Use of Digital Analytics


Barriers to the Use of Digital Analytics

1. Poor set-up of Analytics tools

2. Lack of analytics expertise

3. Minimal to no investment in Analytics

4. Poor perception of Analytics

5. Lack of understanding of potential with

Analytics

6. No integration within business processes

7. No ownership of Analytics


HOW TO BREAK DOWN THESE BARRIERS


Maturity model is a great framework

<insert company name>, we have a problem


Actions to Break down Barriers

1. Get the basics right


Initial 3 Barriers to Overcome

1. Know what you need to know

2. Capture this information

3. Be able to access the information




2. Tap into the Agile movement

Continuous enhancement of tracking


Lean Analytics & the one metric that matters

http://www.amazon.com/Lean-

Analytics-Better-Startup-

Faster/dp/1449335675


http://www.amazon.com/Lean-Analytics-Better-Startup-Faster/dp/1449335675





3. Training throughout the organisation


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







4. Proof of Concept / Pilot Project


Make mistakes with low impact








5. Internal Champions / Case Studies


You can’t make people use analytics

But you can get to the point where they are

begging you to help them make more money…









6. Ownership


Maturity model is a great framework


Analytics would actually finally be prioritised

E.g. the work would finally get done on time

Common situation,

Analytics tracking is low

priority for new

website/feature/campaign

launch

If this meant someone

senior is fired

Or at least not paid a bonus








6. Ownership

7. Processes / Templates


People want data?

If people want data from you, must first give you:

1. An hypothesis of what they expect to see in the data

2. The action they will take based on the data









6. Ownership

7. Reporting (yes seriously)


Approach to Reporting

Why are we talking about reports??

So people don’t have to use analytics tools

Tell me more…

All reports are automated and anti-data pukes

So what sort of reports?

Daily Email

Live Dashboard

Daily Tactical reports

Weekly Performance dashboards

Hierarchy of Dashboards

Performance Diagnostic reports


Weekly Performance Dashboards


Hierarchy of Dashboards

Executive Summary

Ecommerce

Top Products

Availability

Marketing

Organic

Social Media

Content

Landing Pages

Blog Posts

Performance Summary


Diagnostic – Entry Points vs Traffic Sources

Overview of where people enter the website from

each channel

Evaluate quality of each traffic source/entry

Using Bounce Rate or Conversion Rate or metric of

your choice


Business Performance Diagnostic

Identify underperforming areas

Create a list of actions with value per fix









6. Ownership


8. Tactical – Focus on Business Actions


Merchandise Report

A.Most popular

product

B.The money maker

C.Something is wrong

D.Another issue here

E.Opportunity

product, make more

visible


Content Report

Article #2 – is not actually that good

Article #11 – promote everywhere you can









6. Ownership


8. Tactical – Focus on Business Actions


Which Actions should you take?


Themes behind the Recommended Actions

Analytics must impact business performance

Analytics must deliver immediate value

Analytics consumers must be excited about using

information from data

Analytics consumers must be able to “see this, do

that”

Minimise the initial set-up phase

Focus on one business action at a time

The “fun” part of analytics will then begin to

flow…


THANK YOU

I can be found at

• [email protected]

• @peter_oneill

• +44 7843 617 347

• www.linkedin.com/in/peteroneill


mailto:[email protected]

Breaking down the barriers to the use of digital analytics

Business

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