3 months to success - a digital analytics plan - #emetrics
Post on 14-Sep-2014
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MONTHSTOSUCCESS
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3#eMetrics
@xavier_colomes
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#eMetrics@xavier_colomes
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#eMetrics@xavier_colomes
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?
#eMetrics@xavier_colomes
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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
#eMetrics@xavier_colomes
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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#eMetrics@xavier_colomes
WHY 3 MONTHS?
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#eMetrics@xavier_colomes
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
#eMetrics@xavier_colomes
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WHAT WE ARE TRYING TO AVOID
REPORTING
DASHBOARDING
LOOKING BACKWARDS
TRACKING & TOOL RELATED ISSUES
WATING TIME ON NON RELEVANT CHANGES
#eMetrics@xavier_colomes
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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
#eMetrics@xavier_colomes
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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
PLAN THE WEB ANALYTICS ROADMAP, ANTICIPATING TOOLS, PROCESSES AND
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
PLAN THE WEB ANALYTICS ROADMAP, ANTICIPATING TOOLS, PROCESSES AND
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
#eMetrics@xavier_colomes
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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
#eMetrics@xavier_colomes
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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
#eMetrics@xavier_colomes
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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
#eMetrics@xavier_colomes
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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
THE REPORTS REQUIREDBY THE BUSINESS
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
#eMetrics@xavier_colomes
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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.)
#eMetrics@xavier_colomes
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WEEK 6: DASHBOARDING
2AUTOMATE
AUTOMATION OF THE PROCESS TO EXTRACT DATA AND SEND
THE REPORTS REQUIREDBY THE BUSINESS
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
#eMetrics@xavier_colomes
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WEEK 7: AUTOMATE REPORTINGIDENTIFY THE MAIN CONSUMERS
2AUTOMATE
AUTOMATION OF THE PROCESS TO EXTRACT DATA AND SEND
THE REPORTS REQUIREDBY THE BUSINESS
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
AUTOMATION OF THE PROCESS TO EXTRACT DATA AND SEND
THE REPORTS REQUIREDBY THE BUSINESS
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.
#eMetrics@xavier_colomes
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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
#eMetrics@xavier_colomes
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WEEK 9: DEEP DIVE & FUNNELA COMPREHENSIVE ANALYSIS
3DELIVER
ACTIONABLE INSIGHTS AND RECOMMENDATIONS FOR THE
GROWTH OF THE BUSINESS
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
ACTIONABLE INSIGHTS AND RECOMMENDATIONS FOR THE
GROWTH OF THE BUSINESS
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
#eMetrics@xavier_colomes
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WEEK 11: VOICE OF CUSTOMER
3DELIVER
ACTIONABLE INSIGHTS AND RECOMMENDATIONS FOR THE
GROWTH OF THE BUSINESS
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
#eMetrics@xavier_colomes
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WEEK 12: THE TESTING PLAN
3DELIVER
ACTIONABLE INSIGHTS AND RECOMMENDATIONS FOR THE
GROWTH OF THE BUSINESS
EXPERIMENTING SINCE 350 BC.
USE THE SCIENTIFIC METHOD
#eMetrics@xavier_colomes
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SO WHAT?
#eMetrics@xavier_colomes
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GET UPSTAND UPDON´T GIVE UP THE FIGHT #eMetrics
@xavier_colomes
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#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
#eMetrics@xavier_colomes
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#eMetrics@xavier_colomes
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
#eMetrics@xavier_colomes
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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 DE 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
DEFINE AND AUTOMATE FIRST TO FOCUS ON
WHAT REALLY MATTERS
#eMetrics@xavier_colomes
OH YESWE CAN
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QUESTIONS?
THANK YOU!www.conversiongarden.com
#eMetrics@xavier_colomes
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