Web Reporting vs. Web Analysis
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Transcript of Web Reporting vs. Web Analysis
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WEConsultantsConsultantsVendorsVendors PractitionersPractitioners
Must understand that..
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reporting
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ANYOn metric at pure face value
9393
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within a very limited contextis unsound
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..and should not be confused with
analysisactionable insight from
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?..and the difference isThank you
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toolsReporting
...is produced by
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peopleAnalysis
...is done by
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organisationsProcesses
...are deployed by
* diagram screenshot from webanalyticsdemystified inc.
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?..and the impactI understand
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the right toolthe right tool the right peoplethe right people with processes with processes
+ +
Data Driven
=
organisation
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- strategic objectivesTo succeed you set:
and
- empower your analysts!
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?.. but how do I tellThat is all good
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Reporting..does not require action –
analysis without action is reporting!
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Reporting..does not relate to benchmarking –
analysis within your own data silo resembles reporting!
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Reporting..is not a forward looking activity –
analysis is rarely done from a retrospective viewpoint!
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Analysis
..and taking actioncreating insight
is all about..
developing KPI’s
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Analysis..do not be fooled by black box reporting
analysis is knowing WHY it works better - NOT that a given test won
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Processes..decision making cannot be ad-hoc
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Data driven organisationless about clickstream KPI’smore about customer centric KPI’sdecisions are depersonalized
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?.. and why should I careConclusion
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Reporting wall..one day you will hit it, seeing a
investment and usedisconnect between web analytics
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Prepare for ..and move toward the
Data Driven Organisation
Culture change.
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Want to know more?VisualRevenue.com/blog