See This, Do That Analytics 21 st Jan 2014

Who am I?  G’day, I’m Peter...  Founder of L3 Analytics, London based Digital Analytics Consultancy  Also Founder of MeasureCamp, Co-Founder of MeasureBowling & Chair at eMetrics London  Currently nominated for DAA Rising Star in case anyone here has a vote… Page 221 st Jan

Current state of play for Digital Analytics  I believe we are failing the users of analytics data  There are impressive exceptions but in the minority Page 321 st Jan

An example of success with analytics  Identify a problem area  Collect the necessary data for insights  Use that data to resolve the problem  (one off or ongoing) Page 4  My favourite talk from eMetrics London st Jan

A bit of a light bulb moment  This helped solidify my thinking  I believe we need to change our focus  Originally we asked – what data do you need?  We evolve – What are your business questions?  Now I think the question should be: What actions can you take?  What insights do you need to inform those actions?  What data do we need to provide those insights?  How can we give you the insights you need in a way that you can act upon them? Page 521 st Jan

See This, Do That Analytics  Providing people with the insights they need to help them in tasks they are performing  Answers for the real world Page 6  My vision with this  We need to go back to basics  We need to make analytics useful to everyone  We need people to believe in analytics 21 st Jan

See This, Do That Analytics – a Definition  It is for users of analytics data, not analysts  It is not another way of saying real time data  It is tool agnostic and it is data source agnostic  Users request the report  Whatever format  Automated, not via an analyst ideally  They have necessary training to interpret the report  Although reports are designed to require as little interpretation as possible  They are able to act immediately upon insights  Hence “see this, do that…” 10 th Dec, 2012Page 7

Examples of actions people take 1. Fix broken links 2. Promote product/content on social media 3. Feature product/content on homepage 4. Feature product/content on navigation pages 5. Adjust a product’s description, price, image 6. Adjust a content piece’s heading, image This will vary by sector, by company, by role Page 821 st Jan

Example 1 – Fixing 404 Error Pages  Set up required tracking  URLs & referrers for 404 error pages  Any tool, any method  Create custom reports  List all URLs resulting in 404 error pages  List all referrers leading to 404 error pages  Cross reference the URLs and referrers  Sort in priority order, hunt down & fix problems  Otherwise known as See This, Do That 10 th Dec, 2012Page 9

Example 2 – Merchandise Report A. Most popular product B. The money maker C. Something is wrong D. Another issue here E. Opportunity product, make more visible Page 1021 st Jan

Example 3 – Top Content Report  Imagine if you could filter on business action!! Page 1121 st Jan

Can we do this now with our Analytics tools  The Web Analytics tools we use don’t seem to handle real world problems very well  Chartbeat has made steps in the right direction but is limited  Google/Adobe Analytics have custom reports but I am unconvinced for use by non analysts  Visual Revenue was built around this idea  Short/medium term solution  Do anything you can to provide the end users with the data they need to take actions Page 1221 st Jan

What I will be doing this year  I want my clients to be excited about analytics  I want them open to the possibilities  I want them using analytics themselves  My starting point  No longer aiming for the perfect implementation  It will not be all about the big list of recommendations  Instead – must add immediate value  They must be able to take actions based on the data  I can do all of the other fun stuff second…  But a “See This Do That” approach for an immediate impact must be the first step Page 1321 st Jan

THANK YOU Page 14 I can be found st Jan