a process for being data driven

Insights from Web Analytics Demystifiedwww.webanalyticsdemystified.com

A PROCESS FOR BEING DATA-DRIVENFROM TIM WILSON

@tgwilson | bit.ly/webprocess

tim.webanalyticsdemystified.com

Past Employers

@tgwilson | bit.ly/webprocess

Everyone wants to be data-driven these days.

@tgwilson | bit.ly/webprocess

But what does “data-driven” actually mean?

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Let’s make it alittle simpler.

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Let’s recognize there are fundamentallytwo ways to use data.

@tgwilson | bit.ly/webprocess

Performance Measurement

Hypothesis Validation

Support

Enablement tasks, including quick data pulls, platform integration, tool training & data governance.

Tracking & communicating performance of KPIs & supporting metrics against targets.

Capturing, prioritizing & confirming the assumptions driving key investments with data & testing.

@tgwilson | bit.ly/webprocess

So, how do we bring this to life with a great process?

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A.D.A.P.T.to

Act & Learn

@tgwilson | bit.ly/webprocess

Align on goals and KPIs

Discover hypotheses across the company

Assess the hypotheses and your approach

Prioritize the hypotheses

Test the highest priority hypotheses

Act on the results

Learn for the future

@tgwilson | bit.ly/webprocess

Align on goals and KPIs

Discover hypotheses across the company

Assess the hypotheses and your approach

Prioritize the hypotheses

Test the highest priority hypotheses

Act on the results

Learn for the future

@tgwilson | bit.ly/webprocess

Performance Measurement

Hypothesis Validation

Support

Enablement tasks, including quick data pulls, platform integration, tool training & data governance.

Tracking & communicating performance of KPIs & supporting metrics against targets.

Capturing, prioritizing & confirming the assumptions driving key investments with data & testing.

@tgwilson | bit.ly/webprocess

Alignment means clearly established goals and KPIs.

@tgwilson | bit.ly/webprocess

WHAT ARE YOUR KPIs?!

Flickr / Zawezome

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Leads to...

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Two Magic Questions

1. What are we trying to achieve?

2. How do we know if we’ve done that?

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A KPI is not a KPI without a target.

@tgwilson | bit.ly/webprocess

Flickr / mando-16

I can’t set a target! No one has ever done

this before!

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A KPI is not a KPI without a target.

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A SWAG isinfinitely better than a “We’ll know it when we see it” target.

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Napkins are handy

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Bracketing is handy, too.

[ ]Definitely

BadDefinitely

Good

10 Leads 10,000 Leads

][Target

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Goals, KPIs, and Targetslead to a

Meaningful Dashboardwhich is the core of

Effective Performance Measurement

@tgwilson | bit.ly/webprocess

@tgwilson | bit.ly/webprocess

Performance Measurement

Hypothesis Validation

Support

Enablement tasks, including quick data pulls, platform integration, tool training & data governance.

Tracking & communicating performance of KPIs & supporting metrics against targets.

Capturing, prioritizing & confirming the assumptions driving key investments with data & testing.

@tgwilson | bit.ly/webprocess

Align on goals and KPIs

Discover hypotheses across the company

Assess the hypotheses and your approach

Prioritize the hypotheses

Test the highest priority hypotheses

Act on the results

Learn for the future

@tgwilson | bit.ly/webprocess

Remember high school science class?

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An analysis is nothing more than testing a hypothesis.

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Everyone in the business has hypotheses!

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The trick is getting them articulated clearly.

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@tgwilson | bit.ly/webprocess

What we say to marketers

“What is your hypothesis?”

@tgwilson | bit.ly/webprocess

What we say to marketers

“What is your hypothesis?”

What they hear

“I’m dragging you back to the high school science class you

hated.”

@tgwilson | bit.ly/webprocess

What we say to marketers

“What is your hypothesis?”

What they hear

“I’m dragging you back to the high school science class you

hated.”

@tgwilson | bit.ly/webprocess

I believe that…

If I am right, then I will…

[some idea]

[take some action]

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Each idea can be added to a hypothesis library.­ Google Spreadsheet­ Excel­ uservoice.com­ Sharepoint­ Lotus Notes­ Jira

@tgwilson | bit.ly/webprocess

Align on goals and KPIs

Discover hypotheses across the company

Assess the hypotheses and your approach

Prioritize the hypotheses

Test the highest priority hypotheses

Act on the results

Learn for the future

@tgwilson | bit.ly/webprocess

Is the hypothesis clearly articulated?

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To assess the effort required, you have to determine the approach.

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Flickr / justinbaeder

When all you have is a hammer...

...all the world looks like a nail.

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Data-drivenmarketers areaware of theirfull tool belt.

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If I am right, I will…[take some action]

I believe that…[some idea]

To test this, I will…[tool/technology/approach]

@tgwilson | bit.ly/webprocess

Web Analytics

Voice of the Customer

A/B (and MV) Testing

Usability Testing

Email Surveys

Social Media Analytics

Focus Groups

Secondary Research

What’s in your company’s toolbelt?

@tgwilson | bit.ly/webprocess

Align on goals and KPIs

Discover hypotheses across the company

Assess the hypotheses and your approach

Prioritize the hypotheses

Test the highest priority hypotheses

Act on the results

Learn for the future

@tgwilson | bit.ly/webprocess

It’s not a simple formula.

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But a formula can guide the discussion.

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Likelihood belief is right

Likelihood change would occur

Likely scale of impact

Alignment w/ business goals

Effort to test (approach)

M LH

M LH

M LH

M LH

M LH

@tgwilson | bit.ly/webprocess

Align on goals and KPIs

Discover hypotheses across the company

Assess the hypotheses and your approach

Prioritize the hypotheses

Test the highest priority hypotheses

Act on the results

Learn for the future

@tgwilson | bit.ly/webprocess

ActionableResults

@tgwilson | bit.ly/webprocess

Align on goals and KPIs

Discover hypotheses across the company

Assess the hypotheses and your approach

Prioritize the hypotheses

Test the highest priority hypotheses

Act on the results

Learn for the future

@tgwilson | bit.ly/webprocess

Driving action requires effective communication of the results.

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And it requires tracking to action.

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As a result, we…[took the action]

We tested…[the idea]

Resulting in…[quantified result]

@tgwilson | bit.ly/webprocess

Align on goals and KPIs

Discover hypotheses across the company

Assess the hypotheses and your approach

Prioritize the hypotheses

Test the highest priority hypotheses

Act on the results

Learn for the future

@tgwilson | bit.ly/webprocess

Learning means looking beyond the near-term action.

@tgwilson | bit.ly/webprocess

Hypothesis tested Action taken

Hypothesis tested No action warranted

Hypothesis tested No action warranted

Hypothesis tested Action taken

Hypothesis tested No action warranted

Hypothesis tested Action taken

Hypothesis tested No action warranted

Hypothesis tested Action taken

Deeper learning

Deeper learning

Deeper learning

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Monthly/Quarterly ReviewHypotheses Submitted

Hypotheses Validated

ActionTaken

Results Achieved

Deeper Learning

I believe...If I am right... ✓ ✓ ✓ ✓I believe...If I am right... ✓I believe...If I am right...

I believe...If I am right... ✓ ✓ ✓I believe...If I am right... ✓ ✓I believe...If I am right... ✓ ✓I believe...If I am right...

I believe...If I am right... ✓ ✓I believe...If I am right...

@tgwilson | bit.ly/webprocess

With the ultimate goal of...

@tgwilson | bit.ly/webprocess

...reorienting the business to aculture of validated learning.

@tgwilson | bit.ly/webprocess

Align on goals and KPIs

Discover hypotheses across the company

Assess the hypotheses and your approach

Prioritize the hypotheses

Test the highest priority hypotheses

Act on the results

Learn for the future

@tgwilson | bit.ly/webprocess

THANK YOU!

bit.ly/webprocessThis presentation

1-Page Guide: Getting to Great KPIs

Performance Measurement Planning Template

Hypothesis Library Template

“Approach options” Self-Audit Template

Recommended reading on effective communication of analytics results

Insights from Web Analytics Demystifiedwww.webanalyticsdemystified.com

Partner, Web Analytics Demystifiedtim.wilson@webanalyticsdemystified.com

(512) 431-8502 or @tgwilson

TIM WILSON