Last night (24 Feb) Peter O'Neill of L3 Analytics talked about how to use analytics to improve a business’ bottom line. He explained a range of techniques and approaches to make the benefits of analytics accessible and achievable for businesses of all sizes and in any sector.

1. Impacting Business Performance with Analytics
12th Nov 2015
Notes in red boxes have been added post presentation to give context to the slides

2. G’day, I’m Peter
This all keeps me busy…
@peter_oneill #emetricsPage 2
I run an Analytics consultancy
28th Oct 2015
I also organise some Analytics events

3. Do you already use Analytics to impact business performance?
#ilive2015@peter_oneillPage 3
The audience survey showed that:
• Nearly everyone had an analytics tool
installed
• Most people had looked at their data
• Half of people looked at it on a regular basis
for reporting
• Only a few people actually analysed their data
• Only a couple had used insights from
analytics data to improve their business
performance

4. To provide intelligence that informs
business actions leading to an
improvement in performance for
online organisations
To provide intelligence that informs
business actions leading to an
improvement in performance for
online organisations
Purpose of Digital Analytics
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5. Purpose of Digital Analytics
To be more blunt, the purpose of Digital Analytics is:
1. To make your company more money
2. So you get a bigger bonus/pay rise
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via Compfight cc
@peter_oneill #ilive2015

6. Example of using analytics to impact business performance
 This retailer appeared to have an
issue with their mobile conversion
rate
#ilive2015@peter_oneillPage 6

7. The plan for today
Set of Tips & Tricks
@peter_oneillPage 7
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via Compfight cc
#ilive2015

8. Page 8
ANALYTICS SET-UP TIPS
@peter_oneill #ilive2015

9. The 1st task to get value from an Analytics tool
Back away from your computer…
…what are your business questions?
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@peter_oneill #ilive2015
Before you do look at any reports or even
implement analytics, the first action is to
think through what information you need
from the analytics.
Get all stakeholders together and discuss
their information needs, the decisions they
will be making based on analytics data
and the actions they will be taking.

10. Three of my learnings re setting up your Analytics tool
1. Don’t aim for perfection
2. Creativity is critical (yes really)
3. Your tracking solution should be aimed at the lowest common
denominator
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5 Platinum
4 Gold
3 Silver
2 Core
1 Basic
@peter_oneill #ilive2015
Capture useful information, not everything (so available asap)
If you can’t think of it, can’t ask dev to capture it
So that everyone in the company can understand the data in the reports

11. What is included within core information?
 Page Information
 Page Naming Convention
 Page Type
 URL & Referrer
 Campaign Tracking
 Detailed tracking for all channels
 Macro Conversion Actions
 Directly tied to business success
 Visitor Information
 Visitor Type
 Customer ID
@peter_oneillPage 11 #ilive2015
5 Platinum
4 Gold
3 Silver
2 Core
1 Basic

12. Getting the Page Naming Convention right
 Three rules for any page naming convention
 One page name per page on the website
 Hierarchy that groups pages in a logical manner
 All page names are intuitive so recognised by anyone
 Example page naming convention for a retailer
#ilive2015@peter_oneillPage 12
 /homepage
 /department/<department name>
 /product-list/<department name>
/<product list name>
 /search-results?term=<search term>
 /product/<department name>
/<product list name>/<product name>
 /error-page/<error number>-error
 /checkout/cart
 /checkout/process/<page name>
 /checkout/confirmation
 /store-finder
 /store-finder/<store name>
 /account/<page name>
 /my-account/<page name>
 /business/<page name>

13. Example of content information
 Title: chinas refined nickel imports rise 59 in september
 Content ID: 3500554
 Category: base metals
 Author: ellie wang
 Language: english
 Image Flag: no
 Video Flag: no
 Access Method: homepage article list
 Publication Date: 2015-10-26
 Days since Publication: 16
 Recency: recent
 Number of Words: 265
 Length: medium
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14. Example of content interactions
 View Article
 Read Article
 Based on time on page
 Based on scrolling to bottom
 Comment on Article
 Share Article
 Via Social Media
 View email
 Print Article
 Add Clipping
 Click to view another article
 Sign up with website
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15. Page 15
ANALYSIS & INSIGHTS TIPS
@peter_oneill #ilive2015

16. Analysing a website funnel performance
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• It is nice to have data showing the
number of sessions at each stage of
the purchase process
• More useful is the completion rate
between each stage
• If this can be compared against targets
• Then focus efforts on the stage with
the biggest gap against performance
• That has the potential to deliver
the highest ROI
• Fix what actually is broken, not just
what you think you should work on.

17. Business Performance Diagnostic
 Identify underperforming areas
 Create a list of actions with value per fix
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18. Monitor negative experiences on the website
 Are negative website experiences an issue for you?
1. Viewing 404 Error pages
2. Experiencing Form Validation errors
3. Returning zero results from an internal search
 If % Sessions that experience issues is above X%, take action
 Set own limit but should be below 5%
@peter_oneillPage 18 #ilive2015

19. Identify the cause of form validation errors
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20. Identify the cause of 404 error pages
 From my core tracking recommendations:
1. The full URL of the page being viewed
2. The referrer to this page
 These can be used to identify the cause of 404 error pages
 URL that generated error
 Previous page whether off site or an internal page
@peter_oneillPage 20 #ilive2015

21. Identify search terms with 0 search results
 The tracking required is the search term for each search and the
number of search results that are returned
 Get a report of search terms with ZERO search results
 Fix it so people can find what they were looking for
@peter_oneillPage 21 #ilive2015

22. The Perfect Report
See this…
… do that
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© Sport tactic via mind the product
@peter_oneill #ilive2015
A client once requested reports where non
analytics could see information and
automatically act upon it.
It is similar to any team sport where, if you
train hard enough, you automatically know
where to position yourself if a certain play
is happening.
Creating reports that are similar is
incredibly powerful for getting value out of
analytics.

23. See This, Do That – Merchandise Report
A.Most popular product
B.The money maker
C.Something is wrong
D.Another issue here
E.Opportunity product, make more
visible
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24. See This, Do That – Content Report
 Remember all that
content tracking
earlier?
 Article #2 – is not
actually that good
 Article #11 – promote
everywhere you can
 Note these reports
can also be grouped
by category, author,
etc
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25. Page 25
COMPANY & PROCESS TIPS
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26. Ambition: Analytics Perfection
In my opinion, this cannot
be achieved when access to
the analytics intelligence
is available to only the
analysts
#ilive2015Page 26 @peter_oneill
Analysts are vastly outnumbered in any
company. If they are the gatekeeper to
the information needed by everyone else,
they are a barrier to the use of analytics.
Analytics MUST be accessible by
everyone in the organisation.

27. Educate people on the basics – then more
 HITS – How Idiots Track Success
 UVs = Users = unique browsers = inflated number
 Campaign tracking is easy, attribution is hard
 You can track anything e.g. Weather
#ilive2015Page 27 @peter_oneill

28. Get the organisation used to seeing analytics data
Analytics is not about
reporting…
…but reporting is
critical for analytics
#ilive2015Page 28
Executive
Summary
Ecommerce
Top
Products
Availability
Marketing
Organic
Social Media
Content
Landing
Pages
Blog Posts
Performance
Summary
@peter_oneill
Analytics tools that exist solely to produce reports is a
waste of time.
But Performance Reports are valuable so stakeholders
don’t need to use complicated Analytics tools.
Instead have an automated user friendly source of
information delivered when they need it.
May still be 30 reports produced BUT everyone only
sees the 2 or 3 that they will find useful.

29. Then when people start making requests…
 Once you have educated
people, they should
start asking questions
& making requests
 If people want analytics
support, must first give:
1. An hypothesis of what
they expect to see in the
data
2. The action they will
take based on the data
#ilive2015Page 29 @peter_oneill

30. Ultimately, Analytics needs to go viral
 Spread the ideas and usage throughout
the company
 For every new campaign & website
feature
 Success is defined
 KPIs are defined
 Targets are set
 Is tracked properly
 Performance is evaluated
 The business learns & improves
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@peter_oneill

31. Bringing this all together - my vision for the future
 Analytics is not having the impact it could be on organisations
This MUST change
 Organisations need to see Analytics as a normal cost of doing business
 They invest accordingly in the tools and the people
 Analytics needs to become a recognised career path with education
options reflecting this
 So people can learn these techniques for tracking and analysing data
 Success takes a long time but is already a reality for some companies
Hopefully your organisation is next
@peter_oneillPage 31 #ilive2015

32. THANK YOU
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I can be found at
• peteroneill@l3analytics.com
• @peter_oneill
• +44 7843 617 347
• www.linkedin.com/in/peteroneill
@peter_oneill #ilive2015