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Breaking down the barriers to the use of digital analytics

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Peter O'Neill
Peter O'Neill

Presentation from Superweek 2015 on the actions that can be taken to overcome the barriers to the use of Digital Analytics.

1 of 35
Breaking down the Barriers to the Use of Digital Analytics 21st Jan 2015
G’day, I’m Peter So I am pretty busy these days… 21st Jan 2015@peter_oneillPage 2 I run an Analytics consultancy
Current state of play for Digital Analytics  I believe we are failing the consumers of analytics data  There are impressive exceptions but in the minority Page 3 @peter_oneill 21st Jan 2015
Barriers to the Use of Digital Analytics @peter_oneillPage 4 21st Jan 2015
Barriers to the Use of Digital Analytics 1. Poor set-up of Analytics tools 2. Lack of analytics expertise 3. Minimal to no investment in Analytics 4. Poor perception of Analytics 5. Lack of understanding of potential with Analytics 6. No integration within business processes 7. No ownership of Analytics Page 5 21st Jan 2015@peter_oneill
Page 6 HOW TO BREAK DOWN THESE BARRIERS 21st Jan 2015@peter_oneill
Maturity model is a great framework <insert company name>, we have a problem @peter_oneillPage 7 21st Jan 2015
Actions to Break down Barriers 1. Get the basics right Page 8 21st Jan 2015@peter_oneill
Initial 3 Barriers to Overcome 1. Know what you need to know 2. Capture this information 3. Be able to access the information @peter_oneillPage 9 21st Jan 2015
Actions to Break down Barriers 1. Get the basics right 2. Tap into the Agile movement  Continuous enhancement of tracking Page 10 21st Jan 2015@peter_oneill
Lean Analytics & the one metric that matters  http://www.amazon.com/Lean- Analytics-Better-Startup- Faster/dp/1449335675 Page 11 21st Jan 2015@peter_oneill
Actions to Break down Barriers 1. Get the basics right 2. Tap into the Agile movement  Continuous enhancement of tracking 3. Training throughout the organisation Page 12 21st Jan 2015@peter_oneill
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 Page 13 21st Jan 2015@peter_oneill
Actions to Break down Barriers 1. Get the basics right 2. Tap into the Agile movement  Continuous enhancement of tracking 3. Training throughout the organisation 4. Proof of Concept / Pilot Project Page 14 21st Jan 2015@peter_oneill
Make mistakes with low impact Page 15 21st Jan 2015@peter_oneill
Actions to Break down Barriers 1. Get the basics right 2. Tap into the Agile movement  Continuous enhancement of tracking 3. Training throughout the organisation 4. Proof of Concept / Pilot Project 5. Internal Champions / Case Studies Page 16 21st Jan 2015@peter_oneill
You can’t make people use analytics Page 17  But you can get to the point where they are begging you to help them make more money… 21st Jan 2015@peter_oneill
Actions to Break down Barriers 1. Get the basics right 2. Tap into the Agile movement  Continuous enhancement of tracking 3. Training throughout the organisation 4. Proof of Concept / Pilot Project 5. Internal Champions / Case Studies 6. Ownership Page 18 21st Jan 2015@peter_oneill
Maturity model is a great framework @peter_oneillPage 19 21st Jan 2015  Analytics would actually finally be prioritised  E.g. the work would finally get done on time  Common situation, Analytics tracking is low priority for new website/feature/campaign launch  If this meant someone senior is fired  Or at least not paid a bonus
Actions to Break down Barriers 1. Get the basics right 2. Tap into the Agile movement  Continuous enhancement of tracking 3. Training throughout the organisation 4. Proof of Concept / Pilot Project 5. Internal Champions / Case Studies 6. Ownership 7. Processes / Templates Page 20 21st Jan 2015@peter_oneill
People want data?  If people want data from you, must first give you: 1. An hypothesis of what they expect to see in the data 2. The action they will take based on the data Page 21 21st Jan 2015@peter_oneill
Actions to Break down Barriers 1. Get the basics right 2. Tap into the Agile movement  Continuous enhancement of tracking 3. Training throughout the organisation 4. Proof of Concept / Pilot Project 5. Internal Champions / Case Studies 6. Ownership 7. Reporting (yes seriously) Page 22 21st Jan 2015@peter_oneill
Approach to Reporting  Why are we talking about reports??  So people don’t have to use analytics tools  Tell me more…  All reports are automated and anti-data pukes  So what sort of reports?  Daily Email  Live Dashboard  Daily Tactical reports  Weekly Performance dashboards  Hierarchy of Dashboards  Performance Diagnostic reports Page 23 21st Jan 2015@peter_oneill
Weekly Performance Dashboards @peter_oneillPage 24 21st Jan 2015
Hierarchy of Dashboards Executive Summary Ecommerce Top Products Availability Marketing Organic Social Media Content Landing Pages Blog Posts Performance Summary Page 25 21st Jan 2015@peter_oneill
Diagnostic – Entry Points vs Traffic Sources  Overview of where people enter the website from each channel  Evaluate quality of each traffic source/entry  Using Bounce Rate or Conversion Rate or metric of your choice @peter_oneillPage 26 21st Jan 2015
Business Performance Diagnostic  Identify underperforming areas  Create a list of actions with value per fix @peter_oneillPage 27 21st Jan 2015
Actions to Break down Barriers 1. Get the basics right 2. Tap into the Agile movement  Continuous enhancement of tracking 3. Training throughout the organisation 4. Proof of Concept / Pilot Project 5. Internal Champions / Case Studies 6. Ownership 7. Reporting (yes seriously) 8. Tactical – Focus on Business Actions Page 28 21st Jan 2015@peter_oneill
Merchandise Report A.Most popular product B.The money maker C.Something is wrong D.Another issue here E.Opportunity product, make more visible Page 29 21st Jan 2015@peter_oneill
Content Report  Article #2 – is not actually that good  Article #11 – promote everywhere you can @peter_oneillPage 30 21st Jan 2015
Actions to Break down Barriers 1. Get the basics right 2. Tap into the Agile movement  Continuous enhancement of tracking 3. Training throughout the organisation 4. Proof of Concept / Pilot Project 5. Internal Champions / Case Studies 6. Ownership 7. Reporting (yes seriously) 8. Tactical – Focus on Business Actions Page 31 21st Jan 2015@peter_oneill
Which Actions should you take? Page 32 21st Jan 2015@peter_oneill
Which Actions should you take? Page 33 21st Jan 2015@peter_oneill
Themes behind the Recommended Actions  Analytics must impact business performance  Analytics must deliver immediate value  Analytics consumers must be excited about using information from data  Analytics consumers must be able to “see this, do that”  Minimise the initial set-up phase  Focus on one business action at a time  The “fun” part of analytics will then begin to flow… @peter_oneillPage 34 21st Jan 2015
THANK YOU Page 35 I can be found at • peteroneill@l3analytics.com • @peter_oneill • +44 7843 617 347 • www.linkedin.com/in/peteroneill @peter_oneill 21st Jan 2015

More Related Content

Breaking down the barriers to the use of digital analytics

  • 1. Breaking down the Barriers to the Use of Digital Analytics 21st Jan 2015
  • 2. G’day, I’m Peter So I am pretty busy these days… 21st Jan 2015@peter_oneillPage 2 I run an Analytics consultancy
  • 3. Current state of play for Digital Analytics  I believe we are failing the consumers of analytics data  There are impressive exceptions but in the minority Page 3 @peter_oneill 21st Jan 2015
  • 4. Barriers to the Use of Digital Analytics @peter_oneillPage 4 21st Jan 2015
  • 5. Barriers to the Use of Digital Analytics 1. Poor set-up of Analytics tools 2. Lack of analytics expertise 3. Minimal to no investment in Analytics 4. Poor perception of Analytics 5. Lack of understanding of potential with Analytics 6. No integration within business processes 7. No ownership of Analytics Page 5 21st Jan 2015@peter_oneill
  • 6. Page 6 HOW TO BREAK DOWN THESE BARRIERS 21st Jan 2015@peter_oneill
  • 7. Maturity model is a great framework <insert company name>, we have a problem @peter_oneillPage 7 21st Jan 2015
  • 8. Actions to Break down Barriers 1. Get the basics right Page 8 21st Jan 2015@peter_oneill
  • 9. Initial 3 Barriers to Overcome 1. Know what you need to know 2. Capture this information 3. Be able to access the information @peter_oneillPage 9 21st Jan 2015
  • 10. Actions to Break down Barriers 1. Get the basics right 2. Tap into the Agile movement  Continuous enhancement of tracking Page 10 21st Jan 2015@peter_oneill
  • 11. Lean Analytics & the one metric that matters  http://www.amazon.com/Lean- Analytics-Better-Startup- Faster/dp/1449335675 Page 11 21st Jan 2015@peter_oneill
  • 12. Actions to Break down Barriers 1. Get the basics right 2. Tap into the Agile movement  Continuous enhancement of tracking 3. Training throughout the organisation Page 12 21st Jan 2015@peter_oneill
  • 13. 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 Page 13 21st Jan 2015@peter_oneill
  • 14. Actions to Break down Barriers 1. Get the basics right 2. Tap into the Agile movement  Continuous enhancement of tracking 3. Training throughout the organisation 4. Proof of Concept / Pilot Project Page 14 21st Jan 2015@peter_oneill
  • 15. Make mistakes with low impact Page 15 21st Jan 2015@peter_oneill
  • 16. Actions to Break down Barriers 1. Get the basics right 2. Tap into the Agile movement  Continuous enhancement of tracking 3. Training throughout the organisation 4. Proof of Concept / Pilot Project 5. Internal Champions / Case Studies Page 16 21st Jan 2015@peter_oneill
  • 17. You can’t make people use analytics Page 17  But you can get to the point where they are begging you to help them make more money… 21st Jan 2015@peter_oneill
  • 18. Actions to Break down Barriers 1. Get the basics right 2. Tap into the Agile movement  Continuous enhancement of tracking 3. Training throughout the organisation 4. Proof of Concept / Pilot Project 5. Internal Champions / Case Studies 6. Ownership Page 18 21st Jan 2015@peter_oneill
  • 19. Maturity model is a great framework @peter_oneillPage 19 21st Jan 2015  Analytics would actually finally be prioritised  E.g. the work would finally get done on time  Common situation, Analytics tracking is low priority for new website/feature/campaign launch  If this meant someone senior is fired  Or at least not paid a bonus
  • 20. Actions to Break down Barriers 1. Get the basics right 2. Tap into the Agile movement  Continuous enhancement of tracking 3. Training throughout the organisation 4. Proof of Concept / Pilot Project 5. Internal Champions / Case Studies 6. Ownership 7. Processes / Templates Page 20 21st Jan 2015@peter_oneill
  • 21. People want data?  If people want data from you, must first give you: 1. An hypothesis of what they expect to see in the data 2. The action they will take based on the data Page 21 21st Jan 2015@peter_oneill
  • 22. Actions to Break down Barriers 1. Get the basics right 2. Tap into the Agile movement  Continuous enhancement of tracking 3. Training throughout the organisation 4. Proof of Concept / Pilot Project 5. Internal Champions / Case Studies 6. Ownership 7. Reporting (yes seriously) Page 22 21st Jan 2015@peter_oneill
  • 23. Approach to Reporting  Why are we talking about reports??  So people don’t have to use analytics tools  Tell me more…  All reports are automated and anti-data pukes  So what sort of reports?  Daily Email  Live Dashboard  Daily Tactical reports  Weekly Performance dashboards  Hierarchy of Dashboards  Performance Diagnostic reports Page 23 21st Jan 2015@peter_oneill
  • 25. Hierarchy of Dashboards Executive Summary Ecommerce Top Products Availability Marketing Organic Social Media Content Landing Pages Blog Posts Performance Summary Page 25 21st Jan 2015@peter_oneill
  • 26. Diagnostic – Entry Points vs Traffic Sources  Overview of where people enter the website from each channel  Evaluate quality of each traffic source/entry  Using Bounce Rate or Conversion Rate or metric of your choice @peter_oneillPage 26 21st Jan 2015
  • 27. Business Performance Diagnostic  Identify underperforming areas  Create a list of actions with value per fix @peter_oneillPage 27 21st Jan 2015
  • 28. Actions to Break down Barriers 1. Get the basics right 2. Tap into the Agile movement  Continuous enhancement of tracking 3. Training throughout the organisation 4. Proof of Concept / Pilot Project 5. Internal Champions / Case Studies 6. Ownership 7. Reporting (yes seriously) 8. Tactical – Focus on Business Actions Page 28 21st Jan 2015@peter_oneill
  • 29. Merchandise Report A.Most popular product B.The money maker C.Something is wrong D.Another issue here E.Opportunity product, make more visible Page 29 21st Jan 2015@peter_oneill
  • 30. Content Report  Article #2 – is not actually that good  Article #11 – promote everywhere you can @peter_oneillPage 30 21st Jan 2015
  • 31. Actions to Break down Barriers 1. Get the basics right 2. Tap into the Agile movement  Continuous enhancement of tracking 3. Training throughout the organisation 4. Proof of Concept / Pilot Project 5. Internal Champions / Case Studies 6. Ownership 7. Reporting (yes seriously) 8. Tactical – Focus on Business Actions Page 31 21st Jan 2015@peter_oneill
  • 32. Which Actions should you take? Page 32 21st Jan 2015@peter_oneill
  • 33. Which Actions should you take? Page 33 21st Jan 2015@peter_oneill
  • 34. Themes behind the Recommended Actions  Analytics must impact business performance  Analytics must deliver immediate value  Analytics consumers must be excited about using information from data  Analytics consumers must be able to “see this, do that”  Minimise the initial set-up phase  Focus on one business action at a time  The “fun” part of analytics will then begin to flow… @peter_oneillPage 34 21st Jan 2015
  • 35. THANK YOU Page 35 I can be found at • peteroneill@l3analytics.com • @peter_oneill • +44 7843 617 347 • www.linkedin.com/in/peteroneill @peter_oneill 21st Jan 2015