Don’t take your data for granted.

Jon Narong

• Manager, Data Analytics for Beachbody

• 6+ years of web analytics• e-commerce focus (8-10 digit

revenue)• marketing, finance, product,

technology

Beachbody

• Based in Santa Monica• E-commerce, Online Community,

Network, Social Media, Mobile App • Multiple sites, thousands of URLs• Approximately $500M in revenue

First, the good news.

• Analytics is growing quickly.• Businesses want to be data driven.• Key metrics are becoming less

foreign.• The tools are getting better.

And now, the catch.

• Pressure on the analyst is increasing.

• Workload is growing exponentially.• Tracking is no longer simple.• Too much risk with single vendors.

Data Quality can easily suffer.

Why is analytics so “special”?

“The data will never sync up between these reports.”

“It’s meant to be directional, not

accurate.”“JavaScript just isn’t reliable.”

“Special” is not an excuse.

• It’s not exactly a black box.• Precision > Accuracy. • Don’t forget about accuracy.• It’s a critical production data

source.

CRITICALPRODUCTION

DATA SOURCE

WebAnalytics

Analysis or Implementation?

Both.

Business

Analytics

Technical

Analytics

Two Analytics Teams?Business Analytics Technical Analytics

Strategy / Finance IT / Technology

Focus on Business Analysis Focus on Technical Implementation

Online Performance KPIs Analytics Health KPIs

Less distractions from core focus

Allows for deep immersion

Technical Objectives• Analytics data is critical to the business.• Ensure analytics is always in the loop.• Discrepancies in data can be explained.• Don’t assume the data is valid.• We need to always consider scalability.• Fight for the success of analytics.

Core Focus Areas

Implementation Support

Monitoring Platform

{ Implementation }Project Requirement Docs (Reporting & Tracking)

QA / Validation Testing

Implementation Reference Docs (Wiki)

Maintain Omniture s_code & GA profiles

Regression Test Cases

Kickoff Design Dev QA Launch

Write Tracking

Requirements

Validate Tracking

(& Regression?)

Smoke Test

UAT

Write Reporting

Requirements

Sign Off on Reporting

Requirements

Business Analytics

Technical Analytics

Online Project Lifecycle(*Very High Level)

Support!Tier 1 Vendor Support (e.g. ClientCare)

Tool Administration (including User Management)

Forensic Analytics & Bug Fixing

Ad Hoc Analysis & IT Support

Monitoring …Daily Sanity Checks (Dashboards & Alerts)

Back-End Reconciliation (Order Volume)

Front-End Reconciliation (Traffic Trends)

Regular Implementation Audits

Constant Monitoring of Key Pages (ObservePoint)

Daily SAINT Maintenance

< Platform >Maintain the Analytics Roadmap

Automate as much as possible

Data Integrations Between Systems

Building Custom Applications

Tool Evaluations

Go beyond developmentAnalytics Experience

Project Management

Technical Strategy

Customer Service

Account Management

Keeping the Peace

Communication

Knowledge Transfer

Documentation

Reaping the Benefits

• Increased confidence in web analytics

• Analytics can be used as a QA tool• Mitigated risk for data outages• Analytics != Sophie’s Choice

The ability to Kick Ass!

• Set up an analytics wiki• Set up automated alerts• Create “Health” dashboards• Learn why your data looks like it

does

Start Now!

Thanks.

Jon Narong@jonnaro

P.S. We’re hiring! – http://beachbodycareers.com