Some thoughts on professional development as a digital communication strategist and analyst.

1. WHEN ALLYOU HAVE
IS A HAMMER…
Building Out Your Analysis Tool Box

2. …EVERYTHING
LOOKS LIKE A NAIL.
Building Out Your Analysis Tool Box

3. James Valentine
Sr. Strategist, CRO
FINCH, LLC
BYUI Undergrad 2012 — Public Relations, Visual Media
Westminster College — Masters in Strategic Communication
LDS Church
- Content Manager 2012
- Web Analytics & Feedback 2013-2014
- Conversion Rate Optimization 2014-2015
Finch LLC, 2016

4. 1_ Introduce a schema for keeping
your career experience balanced.
2_ Play a round of speed dating.
IN THIS PRESENTATION

5. Photo Cred: Justin Baeder

6. Collection
Reporting
Analysis
Strategy
Analyst’s
Pyramid

7. Collection
Reporting
Analysis
Strategy
Analyst’s
Pyramid

8. Collection
Reporting
Analysis
Strategy
Analyst’s
Pyramid

9. Collection
Reporting
Analysis
Strategy
Analyst’s
Pyramid

10. Collection
Reporting
Analysis
Strategy
Analyst’s
Pyramid

11. Collection
Reporting
Analysis
Strategy
Product & Project Management, Director of Marking,
Analytics, Creative Direction, Evangelist, Consultant
Data science, senior analyst, channel manager,
user researcher, analytics manager
Jr. Analyst, Intern, Specialist,
Developer, Architect,
Engineer, Technical analyst
Types of Job Titles

12. Collection
Reporting
Analysis
Strategy Big-picture skills, presentations, roadmap, management
Multiple data sources, statistical jujitsu,
other user research methodologies
Excel, platform knowledge, speed,
accuracy, efficiency, automation
Tag management, programming
languages, requirement writing,
data privacy
Types of Skills

13. Collection
Reporting
Analysis
Strategy
Know what questions to ask,
how to find the answers
Review the available data to make
informed decisions
Be efficient in gathering the data
you need to make a decision
Be good at collecting the right
kind of information
The Pattern

14. Photo Cred: Justin Baeder

15. Photo Cred: Justin Baeder
Tag
Management
Information
Architecture
Data Privacy
Conversion Rate
Optimization
SEO/PPC
Voice of
Customer
UX Design/
Research
Front-End
Development
Marketing
Automation

16. Tag Management
Contestant #1
• To collect data, you need
code placed on your site.
• Tag managers allow you
do to this more efficiently
and create custom logic
to match your business
needs
• Improves collaboration
with partners (such as IT)
About

17. Tag Management
Contestant #1
• Google Tag Manager (Free)
• Adobe Tag Manager
• Tealium, Ensighten
• Ghostery
Tools & Resources

18. Information Architecture
Contestant #2
About
• Organizing your site and
content in a way that
makes sense to your
users.

19. Information Architecture
Contestant #2
Tools & Resources
• Optimal Workshop
• Card Sort Activity
How to Make Sense
of Any Mess, by
Abby Covert

20. Data Privacy
Contestant #3
About
• You have to notify people
of what data you are
collecting and what it will
be used for
• Not having the right
disclosures in your
privacy statements can
cost you big money.

21. Data Privacy
Contestant #3
Tools & Resources
• Data Privacy Day
• Mind Your Privacy
• Follow Aurélie Pols on
Twitter @aureliepols

22. Conversion Rate Optimization
Contestant #4
About
• Run experiments to learn
about your users and
improve designs,
messaging, and
personalization
• A/B testing

23. Conversion Rate Optimization
Contestant #4
Tools & Resources
• Optimizely (Pretty
awesome free account)
• Unbounce.com
• Adobe Target
• Visual Website Optimizer
• ConversionXL.com
• Brooks Bell

24. Search Engine Marketing
Contestant #5
About
• SEO (organic search)
• PPC (paid search)

25. Search Engine Marketing
Contestant #5
Tools & Resources
• AdWords tools
• Finch Blog
• Moz
• SearchEngineLand

26. Voice of Customer
Contestant #6
About
• Systematic collection of
user feedback through
surveys, polls, customer
service programs, etc.
• Includes elements like
social listening

27. Voice of Customer
Contestant #6
Tools & Resources
• MaritzCX
• Qualtrics
• Opinion Lab
• Temken Group
• #CX #VOC
• Journey Mapping

28. UX Design & Research
Contestant #7
About
• Large space which
analytics often plays a
part of.
• This is more than just
creating a web page.
• Create solutions to user
problems.

29. UX Design & Research
Contestant #7
Tools & Resources
• Personas
• Usability testing
• Prototyping
• UserTesting.com
• Peek by UserTesting
• UXPin
• Nielson Norman Group

30. Front-End Development
Contestant #7
About
• Everything that happens
using code in someones
browser

31. Front-End Development
Contestant #7
Tools & Resources
• javascript, jQuery
• www3 schools
• lynda.com courses
• Code Academy, etc.

32. Marketing Automation
Contestant #8
About
• Manage communications
using rules, triggers, and
databases.

33. Marketing Automation
Contestant #8
Tools & Resources
• Marketo
• SalesForce
• Microsoft Dynamics
• AgileOne
• Email Marketing

34. LET’S CHAT
@valentinejames
james@finch.com
linkedin: /jrovalentine