from misunderstood to celebrated: how to make executives care about digital analytics

From Misunderstood to Celebrated

Jacques Warren

Web Analysts Are Irrelevant•Adoption remains the biggest hurdle

What is measure

d

What is being done

Web Analysts Are Irrelevant

Web Analytics often underdelivers


•We talk too much jargon

•We get a lot of “So What?” faces


We have a communication problem


We have an alignment problem

Measurement & Behavior

•Performance Measurement determines how people will behave in an organization

•People tend to do what they are paid to do – even if it’s the wrong things.

Dean Spitzer

•Self-Aggrandizement

•Self-Promotion

•Self-Protection


Dysfunctional Measurement

•Are your Web metrics aligned with what people are judged on?


•Should you?

•Do you have a choice?

•Their own advancement

What the C-Suite Cares About

•Profits

•Predictability

What the C-Levels Care About

•Dissonance between what we report on and what they need

Prospects & Customers

•Businesses only truly care about prospects and customers

•How to convert the formers into the latter

•How they can keep them as long as they can

Beyond Traffic

•The Visit Paradigm has boxed us in

•We need to realign with the Prospects – Customers dynamics

Aligning KPIs

•KPIs are too often descriptions of visitor behavior

•And not enough measures of business execution

Aligning Performance Systems

•You can’t have contradictory Performance Systems

•Web Analytics: more about business health

•Web Analytics: less about mechanical metrics

Analysis to Action

Do we really impact the big, shiny things?

From Indifference to Relevancy

Start answering questions such as these:

•How many prospects did we get this week?•What is the value of a Web

customer?

•How do Web investments contribute to overall profitability?

•Are Web customers more or less loyal?


•How do Web investments contribute to overall profitability?


•How do Web investments contribute to overall profitability

from misunderstood to celebrated: how to make executives care about digital analytics

Technology