Peter's presentation from emetrics Chicago. The presentation was born from his constant struggle to get companies to achieve the success from Digital Analytics that it can provide. He told stories of his failures to produce the desired results and the new approach that has evolved as a result. Understand why a focus on the end users of analytics data and the business actions they already take every day will lead to continuous improvements in business performance.

1. Business Action Orientated Analytics
18th June 2014

2. G’day, I’m Peter
Page 2 18th June 2014@peter_oneill

3. G’day, I’m Peter
Page 3 18th June 2014@peter_oneill

4. G’day, I’m Peter
Page 4 18th June 2014@peter_oneill

5. Business Action Orientated Analytics
18th June 2014

6. Purpose of Digital Analytics
 To provide intelligence that informs business
actions leading to an improvement in
performance for online organisations
Page 6
 To provide intelligence that informs business
actions leading to an improvement in
performance for online organisations
18th June 2014@peter_oneill

7. My initial approach to consultancy work
 I wanted to work smarter at L3 Analytics
 I wanted to add value & make a difference
18th June 2014@peter_oneillPage 7
What we need to be doingRequired foundation work

8. Continuous improvement through learning
18th June 2014@peter_oneillPage 8
 http://www.amazon.com/The-Lean-Startup-Entrepreneurs-
Continuous/dp/0307887898

9. So how did it work out?
18th June 2014@peter_oneillPage 9

10. Definitely still a lot of barriers
 To get value out of analytics tools
 To get companies using the intelligence from
analytics
18th June 2014@peter_oneillPage 10

11. Does a solution even exist?
 Budget to afford significant consultancy time
vs
 Flexibility to get value from analytics
18th June 2014@peter_oneillPage 11

12. A story from eMetrics London
Page 12
Identify Issue
Collect
Insights
Improve
Performance
18th June 2014@peter_oneill

13. My lightbulb moment…
 Actually came from a client comment
 “I want reports where users can see this & do that”
18th June 2014@peter_oneillPage 13

14. Lean Analytics & the one metric that matters
 http://www.amazon.com/Lean-
Analytics-Better-Startup-
Faster/dp/1449335675
18th June 2014@peter_oneillPage 14

15. Where does this leave us?
Business Action Orientated Analytics
18th June 2014@peter_oneillPage 15

16. The new project structure
18th June 2014@peter_oneillPage 16
Phase 1 Ongoing work

17. How is this new approach working?
18th June 2014@peter_oneillPage 17

18. Example 1 – 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 18 18th June 2014@peter_oneill

19. Example 2 – Top Content Report
 Imagine if you could filter on business action!!
Page 19 18th June 2014@peter_oneill

20. Still a work in progress
 Always resource issues
 Needs a grand unifying theory
18th June 2014@peter_oneillPage 20

21. Maturity model must be part of the solution
 Still need to deal with the balancing act
18th June 2014@peter_oneillPage 21

22. Wrapping it all up
 Analytics must impact business performance
 Analytics must deliver immediate value
 Analytics users must be excited about using
information from data
 Analytics users must be able to “see this, do that”
 Minimise the initial set-up phase
 Focus on one business action at a time
 The “fun” part of analytics will then begin to
flow…
 Questions?
18th June 2014@peter_oneillPage 22

23. THANK YOU
Page 23
I can be found at
• peteroneill@l3analytics.com
• @peter_oneill
• +44 7843 617 347
• www.linkedin.com/in/peteroneill
18th June 2014@peter_oneill