Collecting the right data is the most important task within web analytics. But almost just as important is the presentation of this data. Without understanding what your collected data means, it’s just as bad as collecting the wrong data. In our experience, within a digital agency, it’s almost inevitable to use custom dashboard and reports. The power that custom dashboard and reports is given to you, even in free tools like Google Analytics, can create a view of data that will help you find faster insights. The only problem we faced is the huge amount of tools which are available on the market, and also the many options you have to build it yourself. We are currently using three levels of custom dashboard and reports: pro-excel sheets, automated excel reports (e.g. Excellent Analytics and Supermetrics data grabber) and our internally built dashboard. On Measurecamp I shared our findings on the different tools, how we are using the different reports and how we build our own dashboard.

1. My Dutch experience with:
Custom Reports & Dashboards
Tim Stierman
Digital Consultant
Liones

2. Digital Agency since 1998
 Origin in Digital Publishing & Online Media
 Create, Publish, Manage and Measure content-driven sites & applications
 Strategy, Development, UX, Design, Analytics - All under the same roof
 Working for more 50+ companies
Digital Agency Liones
Creating Online Content Solutions

3. Customer Battle Plan
1. Determine your KPIs & Targets
2. Measure what you need
to measure
3. Make relevant reports
4. Start optimizing
5. Report on progress
Reporting
Analyse
Concepts
Optimization
Online KPIs
Analytics
implementation

4. What really happens
 No clear KPIs
Also changing over time
 Incapable employees
 Unclear who is responsible for what
 Scared about their results (visibility)
Mindshift needed. Prepared to fight!

5. Analytical Maslow Pyramid
Predictive
Analytics
Real-time
Analytics
Combine multiple
sources
Interpretation of data and
reports
Collecting web statistics

6. Holy grail:
Customized Reports & Dashboard
 Non-standard GA Reports
 Break down barriers

7. Differences in:
Report & Dashboard
Problem analysing vs Problem detection

8. What are the possibilities?
1. Dig deeper into Excel / Google Spreadsheet
2. Integrate APIs
3. Buy reporting software
4. Build it ourselves

9. Fase 1: Dig deeper into Excel
 Define KPIs
 Build a template
 Manually add data
 Focus on the visuals
 Be an Excel guru!

10. Fase 2: Integrate APIs
 API Connection
 Supermetrics Data Grabber
 Saves copy & paste time

11. Fase 3: Liones Dashboard
 Angular JS
 JQ Plot
 Widgets
 Targets
 Google OAuth

12. Learning’s
 Partner up with the client
 Management love nice dashboards
 Better insight can stimulate internal competition
 No clear KPIs
Still changing over time
 Time consuming
 Complex development

13. Next steps
 Invest in Supermetrics Data Grabber
 Continuously support customers
 Make the Liones Dashboard flexibel
 Creating a Editorial Dashboard
 ……..

14. Many thanks!
tim@liones.nl
www.liones.nl
@timstierman
http://nl.linkedin.com/in/timstierman/
Don’t hesitate to contact me!