My talk at Superweek 2018 - With the abundance of data available in analytics we are no longer competing on the volume of data we have access to, but the quality of the questions we ask. The challenge is that we have never been taught to ask or taught other people to ask the right questions from analytics. So we spend our lives answering questions like "what is our bounce rate?" or "how much did the last campaign convert?" when we could be asking important and business critical question. This means that we in analytics have to consider putting the KPQ (Key Performance Question) before the KPI (Key Performance Indication) to start asking better questions.

1. THE FINE ART OF ASKING
LESS STUPID QUESTIONS
- BECAUSE YOUR KPIS SUCK
Steen Rasmussen - Superweek 2018

2. AT LEAST THAT IS WHAT YOUR BOSS TOLD ME ;)

3. STORY OF A DIGITAL ANALYST

4. WHO ARE IIH NORDIC?
50+ employees
Helping companies with their
Digital Strategy, digital
marketing, web analytics and
Conversion optimization
True 4DWW
Since February 2017
30 hours – same pay
Combine data with action
Best in Class
We have been awarded the
title of Danish “Web Analytics
Agency of the year” for the last
6 consecutive years

5. OH NO… NOT AGAIN

6. WHY YOUR KPIS SUCK

7. BUT WHY?
*Top 6 Google Analytics KPIs: A Professional Guide to Modern Web Analytics
Average time on site?
Bounce rate?
Average pages per visit?
Conversion rate?

8. THE BEST PLACE TO HIDE A DEAD BODY
Campaign
Conversion
Brand+Product
Brand
Product category
Other sale
Non sale
Non
Bounce
Interest

9. SETTING OF IN THE WRONG DIRECTION
”What do you want to
know about the website?”

10. WHAT YOU SEE

11. YOU LOVE THE DATA TOO MUCH

12. YOU LOVE THE BUSINESS TOO LITTLE

13. YOUR CO-WORKERS AND CLIENTS ARE DIGITAL ”BABIES”

14. NARROW FOCUS

15. AT THE END OF THE DAY

16. UNDERSTANDING YOUR DATA

17. THE 4 ASPECTS OF ANALYTICS
Action
Analysis
Data
Reporting

18. REALITY CHECK
Action
Analysis
Data
Rep
orti
ng
Action
Analysis
Data
Reporting

19. 3 TYPES OF DATA
Historical Expected
Now

20. THE WEAKNESS OF DATA
Continuity Quality Relevans

21. THE CORPORATE STRATEGY
Objective of analytics

22. THE FINE ART OF ASKING
LESS STUPID QUESTIONS

23. GOING BACK TO THE START

24. MEASURECAMP SWEAR JAR TIME
The master statement?

25. THE KPQ

26. THE VALUE OF ACTION

27. 5 SIMPLE RULES
 Based on ALL strategic company goals
 Open Question
 Now or future focused
 Think outside the dataset
 Underlying KPIs

28. ”DO WE NEED TO CHANGE ANYTHING TO DELIVER ON SALES?”

29. A DRILLDOWN EXAMPLE
Online Sales -3 -2 -1 Now
Estimated
EoY Last year
Total sales volume
Number of orders
Average order size
Average basket size
Marketing effort
Competition markting effort
Share of new orders
Share of orders from mobile
Share of repeat purchases

30. TEACHING PEOPLE
Crowd

31. THE BEAUTIFUL QUESTION
”What do you want to
know about the business?”

32. UNSUCKING YOUR KPI’s

33. GETTING IT RIGHT
Define questions
Based on strategy

34. MOVING FORWARD
RecommendKPI groupingSet targets

35. FINAL COMMENTS

36. IF YOU CAN JUST REMEMBER ONE THING

37. AND HEY… PLEASE DONT BE THIS GUY

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THANK YOU
Please join me on Linkedin: (Steen IIH), if you enjoyed the presentation
Steen Rasmussen
Senior Partner
Phone: +4526210595
Mail: steen@iihnordic.com
twitter@strasm