3 months to success - a digital analytics plan - #emetrics

MONTHSTOSUCCESS

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3#eMetrics

@xavier_colomes

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#eMetrics@xavier_colomes

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WHAT MANAGEMENT THINKS I DO WHAT MARKETING THINKS I DO WHAT FINANCE THINKS I DO

WHAT DEVELOPERS THINK I DO WHAT I THINK I DO WHAT I REALLY DO

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THE IMPACT OF THE

DIGITAL ANALYST

WHERE ARE WE?

WHERE SHOULD WE BE?

HOW DO WE GET THERE?


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INFLUENCING STRATEGIC DECISIONS

OPTIMISATION & TESTING

MID / LONG TERM PROJECTS

DEEP DIVE ANALYSIS

AD HOC ANALYSIS

REPORTING

TOOLS CONFIG

THE VALUE OF DIGITAL ANALYTICS

A LIVING LEGEND

ANALYTICS NINJA

A GOOD ANALYST

THE ANALYTICS GUY

THAT GUY WHO USED TO SENT

REPORTS

HOW YOU WILL BE REMEMBERED


THE VISION

IN 3 MONTHS WE ARE SEEN BY THE DIFFERENT AREAS OF THE COMPANY AS LEADERS OF CHANGE AND STRATEGIC BUSINESS PARTNERS

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THE CHALLENGE

FOCUS. DO LESS TO ACHIEVE MORE.80% OF SUCCESS WILL COME FROM 20% OF THE CHANGES

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WHY 3 MONTHS?

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WE HAVE ACCESS TO THE RIGHT PEOPLE OUR PROJECTS ARE PRIORITISED FASTER

WE HAVE A GREAT IMPACT ON CHANGE

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EXPECTATION MANAGEMENT

START SLOW TO BE FAST#eMetrics

@xavier_colomes

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THE ROLE OF THE DIGITAL ANALYST: THE PLAN

BUSINESS GOALS

& STRATEGY

ANALYTICS ROADMAP

1 –TOOL CONFIGURATION

2 - DATA EXTRACTION 3 - AUTOMATE

REPORTING

4 - ANALYSIS

5 - OPTIMISATION


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WHAT WE ARE TRYING TO AVOID

REPORTING

DASHBOARDING

LOOKING BACKWARDS

TRACKING & TOOL RELATED ISSUES

WATING TIME ON NON RELEVANT CHANGES


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3 MONTHS TO SUCCESSTHE GOAL IS TO SOLVE FOR “DEFINE” AND “AUTOMATE” WITHIN THE FIRST 3 MONTHS TO FOCUS ON THE ACTIONABLE PART OF OUR ROLE

DEFINE AUTOMATE DELIVERPLAN THE WEB ANALYTICS ROADMAP, ANTICIPATING TOOLS, PROCESSES AND

REQUESTS

AUTOMATION OF THE PROCESS OF DATAEXTRACTION .SEND

THE REPORTS REQUIREDBY THE BUSINESS

ACTIONABLE INSIGHTS AND RECOMMENDATIONS FOR THE

GROWTH OF THE BUSINESS

w1: ONBOARDINGw2: THE PLANw3: TOOLSw4: VALIDATION

w5: EXTRACTIONw6: DASHBOARDSw7: AUTOMATIONw8: EDUCATION

w9: THE DEEP DIVEw10: SEGMENTSw11: VOCw12: TESTING PLAN


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WEEK 1: ONBOARDING

1DEFINE

PLAN THE WEB ANALYTICS ROADMAP, ANTICIPATING TOOLS, PROCESSES AND

REQUESTS

UNDERSTAND THE BUSINESS:the business model

the product , lineup, UVP & details of the offering

the Industry (eCommerce, SaaS, Content, Brand, Marketplace, etc)

the website (do a intense Heuristic taking notes of everything you see)

the funnel & customer journey (cycle, segmentation, motivations)

competitors, customers, segmentation, etc...

UNDERSTAND THE COMPANY:organisation, who is who, top Hippos & decision makers

realistic SWOT analysis, no company is perfect. Main areas of improvement.

top sponsors, business partners & influencers for analytics

identify eventual risks and blockers #eMetrics@xavier_colomes

WEEK 2: THE PLAN

1DEFINE


REQUESTS

DRAW YOUR PLANWhat is your vision and mission of the analytics role in the organisation

What will you do: What success looks like in Analytics

What metrics and KPIs will you track. Identify your critical few

What goals, segments, events will be measured and what tools will you use

What do you need to achieve the goals and what/when needs to happen

How will you share the data and insights

GET BUY IN FOR ITPresent your plan to your main stakeholders. Make it one of the priorities.

Ask clearly for what you need: Resources, Money, Tools or Prioritisation

Commit to your results. If you commit and deliver the results. you’ll have

trust for the future changes that you implement#eMetrics

@xavier_colomes

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WEEK 3: TOOLS IMPLEMENTATION

1DEFINE


REQUESTS

REMEMBER CRITICAL FEW

CONFIGURATION

Tag management tool

Clickstream (GA, SC) tracking, goals, eCommerce tracking, custom vars, etc.

Heat map tool & Visit recording (Crazy Egg, Inspectlet, Click Tale)

VOC tool (4Q, Qualaroo, Uservoice, etc). Start tracking the Visit Intent.

Testing tool (Optimizely, convert.com, sitespec)

Profiles & filters structure (per product, country, division, device)

Goals and Funnels

Traffic source tracking

Data Sources (adWords)

Site Search tracking #eMetrics@xavier_colomes

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DIGITAL ANALYTICS IS MUCH MORE THAN CLICKSTREAM DATA

USABILITY

VOC

TESTING


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WEEK 4: VALIDATION

1DEFINE

PLAN DE WEB ANALYTICS ROADMAP, ANTICIPATING TOOLS, PROCESSES AND

REQUESTS

TRUST AND CREDIBILITY ARE SACRED

Validate basic Clickstream data (visits, pageviews) with at least 2 tools

Validate traffic attribution with other sources (AdWords, affiliates, etc)

Validate Goals and Transactions agains the main DDBB (finance or product)

Debug all the process carefully, including evars, cookies, segments, etc.

Make sure that you are tracking all devices in all browsers

Unknown unknowns: Make sure you are tracking absolutely every page of

your website

Triple Check that VOC tools are not blocking important buttons

Validate that you don’t store PII data and comply with your local law


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REQUESTS









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MONTH 2: AUTOMATEWE HAVE THE TOOLS AND BASIC TRACKING IN

PLACE, BUT WE ARE NOT READY TO ANALYSE YET

USE THE SECOND MONTH TO CREATE A PROCESS WHERE YOU DON´T HAVE TO SPEND TIME UPDATIG USELESS REPORTS AND DASHBOARDS


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WEEK 5: EXTRACTIONDATA SHOULD KEEP FLOWING WHERE YOU ARE IN HOLIDAYS

2AUTOMATE

AUTOMATION OF THE PROCESS TO EXTRACT DATA AND SEND


Regardless of the tool, create an automated (if possible) process to access

to the critical few Web Analytics metrics of your business

Start using Excel to keep the data and

Identify all the other data sources that are criticall to your success and

create the same process

• Level 0: No extraction, only the tools UI

• Level 1: Excel extraction for ad-hoc reports & analysis

• Level 2: Recurrent manual extraction via SQL or plugins

• Level 3: 100% automation and deployment of Web Analytics data

THE DATA EXTRACTION MATURITY MODEL


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UPLOAD YOUR DATA?

DOWNLOAD YOUR DATA ?

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EXTRACTING DATA FROM SITECAT & GA

UISCHEDULED REPORTS

EXCELREPORTING API

DATA WAREHOUSEDATA FEED HIT LEVEL BigQuery

(Limits app.)


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WEEK 6: DASHBOARDING

2AUTOMATE



CREATE THE BASIC DASHBOARDS TO RTBLearn about the reporting culture in the company (KPIs, time periods, etc)

Focus on the critical few

Add always an absolute, a comparison (WoW, MoM) and a trend

Leave room for basic commentary

Automate the creation of the dashboard as much as possible

CREATE A COMPREHENSIVE SET OF ALERTS (10-20%)Changes on traffic

Changes on acquisition

Changes on engagement

Changes on Conversion#eMetrics

@xavier_colomes

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DASHBOARDS: KEEP IT GERMAN

Alerts

Critical Few


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WEEK 7: AUTOMATE REPORTINGIDENTIFY THE MAIN CONSUMERS

2AUTOMATE



AUDIT THE REPORTING: IS THIS REPORT ACTIONABLE?YES, by me. Then it’s up to you to decide if it’s worth maintaining.

YES, by the receiver. Automate it.

NO, and can be droped. Drop it.

NO, but I’m required to send it. Delegate or teach how to access the data

90% of the data we are required is not used, just reported. Automate it.

Identify the main consumers and automate reports to them via email.

Don’t become a “data guardian”. You want data to be used by everyone.

Make it easy to access the data, so you are not bothered in that

ASK THEM: What did you change based on this report the last time?

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WEEK 8: EDUCATIONDATA NEEDS TO BE UNDERSTOOD TO BE USED

2AUTOMATE



Train your office in Web Analytics and Basic Analytics methods (Excel).

Organise a series of Workshops and short courses. Make it fun.

Share your plan and partner with every team / department closely

Spend time explaining HOW can YOU support THEM to achieve their goals

Work with them in the analysis of the reports that you deliver, but let the

team take the first successful change or action based on that (Quick Wins)

To ensure this process, give each team / colleague / marketer a KPI to

monitor and improve: BR, LTB, CTR, etc.


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REQUESTS









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WEEK 9: DEEP DIVE & FUNNELA COMPREHENSIVE ANALYSIS

3DELIVER



Draw the funnel and start from the very top to the conversion point:

Awareness, Acquisition, Engagement and Conversion

Analyse the traffic sources, devices and Multi Channels.

Before analysing pages at the URL detail, analyse the overall funnel using

the content templates (all landing pages, all product pages, all category

pages, checkout, etc).

What are they looking for? Analyse Site Search terms

Analyse the Heat maps and the records of the contents that you found

more relevant for the business and where engagement needs to be

analysed to the detail

Add competitor analysis, and present de results #eMetrics@xavier_colomes

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TOP CONTENT REPORT


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TOP CONTENT TYPE REPORT


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THE FUNNEL PROFILE: GA


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WEEK 10: SEGMENTATION

3DELIVER



WHERE THE INSIGHT IS HIDDENCreate a comprehensive set of segments aligned with the business strategy

Segment by Visitor Intent: Identify the visit purposes using VOC tools and

assign one goal to each of the different purposes. Which are more likely to

convert? Which is satisfied and which not?

Segment your traffic by Branded / No Branded. Don’t assume that Branded

traffic is the traffic that already knows / likes you.

Segment by Device. Understand what is the main purpose of each device and

how is it contributing to the business objectives.

Segment by type of customer: Converter, Abandoner, Browser, Searcher...

Segment by Geography. Country, region or City level, depending on the

business. Analyse Site search, products and abandonment by geo.

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SEGMENTS BY ACTION

WHAT´S THIS

PERFORM A SEARCH AND LEAVE

SEARCH AND LEAVE IN PRODUCT PAGE

CART ABANDONDONMENT


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WEEK 11: VOICE OF CUSTOMER

3DELIVER



UNDERSTAND THE WHY

Include Web/App NPS or ratings as one of your Goals

Don’t stop in the tools: Get out of the Building

Observation is a powerful technique, but combine Usability studies with

Interviews to get the most of every session.

Include VOC metrics: Visitor Intent, Task Completion rate, NPS, etc...

Leverage Clickstream and VOC to create your website Personas


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WEEK 12: THE TESTING PLAN

3DELIVER



EXPERIMENTING SINCE 350 BC.

USE THE SCIENTIFIC METHOD


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SO WHAT?


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GET UPSTAND UPDON´T GIVE UP THE FIGHT #eMetrics

@xavier_colomes

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TIPS TO BECOME A TRUE

INFLUENCERFOCUS: DON´T CREATE NOISE OR

CHURN

LISTEN FIRST

UNDERSTAND EVERYONE´S GOALS

DON’T ADD NEW COMPLEXITY

DON’T FIX WHAT IS NOT BROKEN

USE YOUR POWER TO SOLVE THEIR PROBLEMS TOO


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WHAT WILL FAIL?

WHAT WILL SAVE YOU?

Timings: Nothing will happen fast enoughOwnership: Priorisation and buy in for changes

Technology: The great challenge for A/B Testing

The plan: When you commit to a date and you deliverThe people: Partner with the right people and share your vision

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ALWAYS HAVE AS FRIENDS... #eMetrics

@xavier_colomes

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RECAP AND TAKE AWAYS1. THE GOAL OF THE DIGITAL ANALYST IS TO LEAD CHANGE

2. THE VALUE OF THE ANALYSIS RELIES ON THE ACTIONS TAKEN BASED ON IT

3. WE NEED TO AUTOMATE EVERYTHING THAT TAKES OUR TIME OFF THE MAIN GOAL

4. TO AUTOMATE REPORTING WE NEED TO MAKE SURE THAT THE RECIPIENTS ARE UNDERSTANDING HOW TO USE DATA

5. WE WANT TO SPEND OUR TIME IN DEEP DIVES AND TESTS


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DEFINE AUTOMATE DELIVERPLAN DE WEB ANALYTICS ROADMAP, ANTICIPATING TOOLS, PROCESSES AND

REQUESTS





DEFINE AND AUTOMATE FIRST TO FOCUS ON

WHAT REALLY MATTERS


OH YESWE CAN

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QUESTIONS?

THANK YOU!www.conversiongarden.com


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3 months to success - a digital analytics plan - #emetrics

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