Reporting on individual metrics in isolation will only get you so far. Data-driven decision making requires deeper analysis that includes additional context. This context often comes from a variety of data sources, many of which are siloed. Learn about the importance of data context, as well as specific steps on how to provide context across a variety of data sources.

1. CONTEXT MATTERS
SHIFTING FROM REPORTING TO ANALYSIS
Josh Moe, Senior Digital Analyst
HealthPartners

2. ABOUT ME
• Background in Digital Marketing, Web
Development, Analytics
• Recently married
• College Football fanatic
• Passion Areas:
– Marketing Technology/Infrastructure
– Web Performance
– Digital Privacy
– Netsec/Infosec

3. DIGITAL ANALYTICS EVOLUTION AT HEALTHPARTNERS
• 04/16 – Single analytics contractor
• 04/18 – Digital Analytics team
• Migration from Google Analytics Premium >
Adobe Analytics
• Merge web + internal data sources
• Automated, Serverless ETL Application
• Shifting to analysis

4. KEY CONSIDERATIONS
• Upfront efforts pay dividends
• Partnership is required
• Simple, not easy

5. But there is a lot of
noise
Listening
is great…
There are lots of hay stacks and very few
needles…

6. REPORTING VS. ANALYSIS

7. REPORTING VS. ANALYSIS
Reporting: Organizing data into informational
summaries; providing static metrics in isolation
Analysis: Process of exploring data, typically from
multiple sources, in order to extract meaning,
insights, and ultimately, to provide
recommendations and value to end consumers

8. EXAMPLE REPORTING
• Isolated, static metrics
• Not actionable
• No context
• No insights or recommendations

9. EXAMPLE ANALYSIS
• Multiple data sources
• Calculated Metrics
• Derived meaning
• Actionable next steps
Channel
Cost per
New Visitor
Conversions
Cost per
Conversion
SEM $2.60 14 $106
Social $3.84 5 $280
Display $4.50 12 $75
Goal: Drive new visitors to
the blog & generate new
email subscribers
Finding Action
SEM was most effective
at driving new traffic
Shift Social budget to SEM for
top of funnel
Display had the lowest
cost per conversion
Determine which
tactics/targeting performed best

10. “IT’S ALMOST LIKE SOME ORGANIZATIONS RUN OUT OF
GAS AFTER THE INITIAL SET-UP-RELATED ACTIVITIES
AND DON’T MAKE IT TO THE ANALYSIS STAGE. IN ADDITION,
SOMETIMES THE LINES BETWEEN REPORTING AND
ANALYSIS CAN BLUR – WHAT FEELS LIKE ANALYSIS IS
REALLY JUST ANOTHER FLAVOR OF REPORTING.”
– BRENT DYKES, ADOBE
REPORTING VS. ANALYSIS

11. REPORTING VS. ANALYSIS
Reporting Tasks
• Building
• Configuring
• Cleaning
• Organizing
• Summarizing
Analysis Tasks
• Examining
• Segmenting
• Questioning
• Comparing
• Interpreting

12. REPORTING VS. ANALYSIS
Reporting Distribution
• Passive
• Reports
• Dashboards
• Alerts
Analysis Distribution
• Active
• Annotated reports/dashboards
• Discussions
• Action
*Technology can enable you to
scale reporting without people
resources
*Analysis does not scale without
people resources

13. COMMON SCENARIOS

14. COMMON SCENARIOS
“Forgot to email you when
we launched - We’ve been
running this campaign for a
few weeks now, how are we
doing?”
- Marketer

15. COMMON SCENARIOS
- Analyst

16. COMMON SCENARIOS
“We need to build a new
landing page for this
campaign, can we get
some data?”
- Marketer

17. COMMON SCENARIOS
- Analyst

18. COMMON SCENARIOS
“We’ve been sending paid
and organic social traffic
to the blog for a year now,
tell us how awesome we
are!”
- Marketer

19. COMMON SCENARIOS
- Analyst

20. SHIFTING TO ANALYSIS

21. 5 STEPS TO A SUCCESSFUL ANALYSIS
Execute
P
D
E
Purpose
A Analyze
P Package
Design

22. PDEAP IN ACTION
1- Purpose
2-
Design
3- Execute
4- Analyze
5-
Package
• Analytics Implementation
• Campaign Implementation
• Monitoring
Goals & Objectives Data & Insights are packaged,
explained, and distributed to
stakeholders
Analysts make sense of the
data• Attribution
• Requirements
TECHNICAL STAGE
INSIGHT
STAGE
Insights & recommendations
provide continuous improvements

23. 1. PURPOSE
WHY ARE WE DOING THIS?

24. 1. PURPOSE
How do we define success? What are we trying to do?
What do we need to track?
What decisions do we plan to
make with the analysis?
When do we need to report
results?
When & how are we going to
take action based on the
insights?
Common Question Making the Shift

25. 1. PURPOSE
4 Key Considerations
1. Collaborative
2. Actionable!
3. Timely
4. Progress not perfection

26. 1. PURPOSE

27. 1. PURPOSE – PREVIOUS STATE

28. 1. PURPOSE – CURRENT STATE
OBJECTIVE GROWTH
Goals
Acquire new visitors to the blog
Push new blog traffic into services-related content sections
KPIs
% return rate for new visitors
Number of non-blog pageviews per visit
Metrics
Average time spent on the blog & non-blog pages
% organic search for return visitors
Segments
1st time visitors to the site
Return visitors acquired through the blog
Targets 25% return rate for new visitors acquired through blog

29. BUT, BUT WHAT ABOUT BOUNCE RATE?!

30. OK, FINE, BUT WHAT ABOUT SCROLLING?!

31. OK, FINE, BUT WHAT ABOUT SCROLLING?!
100% Scroll
Rate

32. 2. DESIGN
HOW ARE WE GOING TO DO THIS?

33. 2. DESIGN
• Business Requirements
– What is required?
• Solutions Design Requirements
– How do we structure it?
• URL Tagging specifications
• Data Sources
Design documentation translates the
purpose into a set of prescriptive, tactical
criteria

34. 2. DESIGN – PREVIOUS STATE
70+ requirements for
one application
redesign

35. 2. DESIGN – CURRENT STATE
Category Name Action (if the
user…)
Capture (data to
collect)
Notes
Business Requirements
Solutions Design Requirements/Data Dictionary
Category Event Description eVar Prop Classifications

36. 2. DESIGN – CURRENT STATE Digital Grid (URL Tagging)
• Consistency
• Governance
• Segmentation

37. 2. DESIGN – CURRENT STATE
Automated, Serverless ETL: Data
aggregation for the masses
• Source sources
• Keys to map
• Individual
metrics/dimensions

38. 3. EXECUTE
LET’S DO THIS!

39. 3. EXECUTE

40. 3. EXECUTE
Self-service dashboards & alerts
(“reporting”) can be invaluable assets for
quick insights before an analysis is
necessary

41. 4. ANALYZE
WHAT DOES THIS MEAN?

42. 4. ANALYZE
• Always go back to purpose & initial requirements
• Let your curiosity roam
• Find ways to challenge you & your data
• Don’t take things at face value

43. 4. ANALYZE – PREVIOUS STATE

44. 4. ANALYZE – CURRENT STATE

45. 5. PACKAGE FOR ACTION
HERE’S WHAT WE’RE GOING TO DO

46. 5. PACKAGE
Discuss it Show it Share itExplain it

47. 5. PACKAGE – PREVIOUS STATE
Less than $2/pageview
Kids get $10 prescriptions for fruits and veggies
Get your kids ready for school sports
Is joint replacement surgery right for you?
Two great ways to help manage stress
Sitting too much?
6 tips to de-germ your home
Breast cancer is the most commonly diagnosed
cancer in women after skin cancer
9 things to know about Alzheimer’s Disease
What back-to-school immunizations does my
child need?
Preparing for your first mammogram
Exchange your Halloween candy for fresh fruits
and veggies
Spend
Pageviews

48. 5. PACKAGE – CURRENT STATE
75,000
First time visitors to
healthpartners.com via a Healthy Living
blog post
15,000
20% of visitors
returned to HP.com
after finding us via the
blog
5,000
Returned to do something else
(find a doctor, find care,
etc.)
10,000
Returned to read
another blog post
Finding: 33% of return
visitors end up on service-
oriented content pages

49. 5. PACKAGE – CURRENT STATE
Recommendation: Continue
to optimize for search so our
top-of-funnel/awareness
channels, like social, are as
effective as possible
0
200
400
600
800
1000
1200
1400
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb
Visits
Organic Search Traffic to the Blog
Organic Traffic
Finding: 3x more users find us through organic
search after initially finding us via the blog

50. 5. PACKAGE – CURRENT STATE
Finding Action
Simple finding Actionable recommendation
Simple finding Actionable recommendation
Simple finding Actionable recommendation
One-pager

51. BRINGING IT ALL TOGETHER

52. 5 STEPS TO A SUCCESSFUL ANALYSIS
Execute
P
D
E
Purpose
A Analyze
P Package
Design

53. RESOURCES
Email me – Joshua.d.moe@gmail.com
Simo Ahava – https://www.simoahava.com
Jan Exner - https://webanalyticsfordevelopers.com
Jeff Sauer - https://www.jeffalytics.com (Analytics Course, DemandQuest, UST)
Luna Metrics Blog - https://www.lunametrics.com/blog
MinneAnalytics - http://minneanalytics.org

54. YOU GET A RESOURCE, YOU GET A RESOURCE, EVERYONE GETS A
RESOURCE!