Does your company know what to do, but it just can't make it happen? Are there more insights coming out of your business intelligence, web analytics, or A/B testing teams that you are really putting into action? Jared Waxman examines the role of the analyst at turning data insights into actions that drive income.

1. Jared Waxman Jared Waxman presents… The Influential Analyst jared@benchmark-analytics.com 1

2. The Opportunity The “analyst” is the person with the most data and often the most objectivity. Any decent analyst turns data into information and information in recommendations. YET, how often can a large organization really turn on a dime and course correct based on what the data is telling it? Let’s briefly dig into the process of getting insights out of data, and explore some best practices for becoming “The Influential Analyst” Jared Waxman 2

3. Data Insights Process Insights What the data means. Influence Journey to influence… What you should do about it. Focus of this presentation Income Calculate the bottom line impact. 3 Jared Waxman

4. Influence: Why is it your job? or ? You quantify the opportunity or gap You’ve got the numbers You’ve got the skills to understanding them You’ve got the context and perspective You quantify the results or solutions Testing or tracking, did we succeed is the question you’ll provide the insights to answer You “look across” segments No agenda or biases (ok, maybe just fewer) Jared Waxman

5. One template That highlights path from “insights to income” Lead ‘em into ACTION! Big credit is due to Jim Sterne for his eMetrics talk calling upon analysts to tell the business guys and gals what exactly the data means and what they should go do. Jared Waxman

7. tbd

9. Target

10. Scale to population

11. Trend to future

12. Compare to other priorities

13. Etc.Jared Waxman

15. Make it more clear that you can pay without registering

16. Turn up proactive chat in checkout visits

17. Accept payments from international visitors

19. The process of filling out name and billing causes 20% of checkout initiators to bail.

20. Closing this gap would mean $1.0M additional revenueJared Waxman

21. That’s when the analyst needs to get on a “war footing” to turn the insight into income. But a PowerPoint slide is rarely enough to drive action… Jared Waxman

22. 4 Steps for War Path to drive Big Growth Get air cover Craft the story why we need to go war on this issue Make ubiquitous your propaganda Find a General Jared Waxman

23. Step 1: Get Air Cover Developing the insight is one thing. Developing the strategy to get the org to move on it is another Need time to do steps 2-4 below May also need to convince the owner we have a quick win or at least the right resources or game plan to succeed. This may need to do legwork investigate general paths forward. Jared Waxman

25. Could mean dissecting sacred cows

26. Most likely means quantifying the relative return on investment vs other current prioritiesJared Waxman

29. But insights without influence (or advocacy) can leave the outcomes to chanceJared Waxman

30. Personal War Stories – Victory! Pricing Policy Air Cover: Got ok for ‘skunkworks’ project. Craft the story: Up to X Million visitors a year with negative sentiment. Ubiquity: Sent hundreds of customer verbatims every week to Segment team. Selected verbatims shared weekly at Exec staff. Find a General: Customer churn was indeed on someone’s Annual Goal Sheet Result: Finally got OK to run A/B Test Outcomes of test were extremely positive Launched new price policy Saved company $Millions in re-acquisition costs Jared Waxman

31. The Influential Analyst Jared Waxman jared@benchmark-analytics.com