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See This, Do That Analytics

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

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See This, Do That Analytics

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  1. See This, Do That Analytics 21st Jan 2014

  2. 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… @peter_oneill

  3. 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 @peter_oneill

  4. 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) • My favourite talk from eMetrics London 2013 @peter_oneill

  5. 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? @peter_oneill

  6. 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 • 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 @peter_oneill

  7. 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…”

  8. Examples of actions people take • Fix broken links • Promote product/content on social media • Feature product/content on homepage • Feature product/content on navigation pages • Adjust a product’s description, price, image • Adjust a content piece’s heading, image This will vary by sector, by company, by role @peter_oneill

  9. 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. Example 2 – Merchandise Report • Most popular product • The money maker • Something is wrong • Another issue here • Opportunity product, make more visible @peter_oneill

  11. Example 3 – Top Content Report • Imagine if you could filter on business action!! @peter_oneill

  12. 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 @peter_oneill

  13. 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 @peter_oneill

  14. Thank you • I can be found at • peteroneill@l3analytics.com • @peter_oneill • +44 7843 617 347 • www.linkedin.com/in/peteroneill @peter_oneill

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