Presentation from iLive, Riga on how to use the intelligence from Digital Analytics to improve the business performance of your organisation. Full of practical tips and tricks on setting up your analytics tool, extracting the insights and transitioning your company to being data informed.
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Impacting Business with Analytics Insights
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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HikingArtist.com
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
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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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
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
#ilive2015Page 23 @peter_oneill
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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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
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28. Get the organisation used to seeing analytics data
Analytics is not about
reporting…
…but reporting is
critical for analytics
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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
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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