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From Analytics to Business Insights
19th Mar 2015
G’day, I’m Peter
19th Mar 2015Page 3
I run an Analytics consultancy
@peter_oneill
Example of a business gone wrong
19th Mar 2015Page 4 @peter_oneill
Page 5
THE THEORY
19th Mar 2015@peter_oneill
Purpose of Digital Analytics
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
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Getting Value from Web Analytics
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High Quality Data
Business Objectives
Improved
Performance
19th Mar 2015@peter_oneill
An example of success with analytics
Identify a problem area Collect the necessary data for insights Use that data to resolve the problem
(one off or ongoing)Page 8
My favourite talk from eMetrics London 2013
19th Mar 2015@peter_oneill
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PRACTICAL EXAMPLES
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Practical Examples – The Retail Funnel
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Practical Examples – Browser Performance
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Lost Conversions
Practical Examples – Form Validation Errors
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Practical Examples – Most Popular Content Web Analytics is useful for all types of
websites, not just ecommerce How do you evaluate content websites? Thinking beyond views
“reads” – based on use of scroll or time on page Shares – on social media or via email Comments – or other interactions
Can group content/articles/blog posts based on: Normal – category or topic, sub category Not as obvious – author, language Even less so – age, length, how accessed
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Practical Examples – Marketing Performance
Are you getting the best return for your marketing spend?
Focus on the quality of traffic, not the quantity!
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WHAT IS NEEDED FROM YOU
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Business Intelligence Requirements Or more simply – What do you need
to know? Is based on the decisions you make
and the areas you can influence This separates “need to know” from
“nice to know” Every business will be different Will also vary between departments
and levels
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?Objectives => KPIs => data
requirements19th Mar 2015@peter_oneill
Initial 3 Barriers to Overcome
1. Know what you need to know2. Capture this information3. Be able to access the information
Page 17 @peter_oneill 19th Mar 2015
Access to the insights
Dashboards are your friend Users have the information they need at their
fingertips Ensure users know what information is
available and how to get at this information Training is critical to give users the basic skills Smart people trump dumb tools
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One of the biggest barriers to getting value from Web Analytics is too much data
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Issues to be aware of
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Accuracy Web Analytics is “free”
Creativity@peter_oneill
Thoughts to leave you with Web analytics can give you a competitive
advantage But be realistic – it is not easy or free and will
not happy overnight With great power comes great complexity
Set your objectives and take small steps Data and even insights have no value in
themselves – the value comes from actions The phrase I repeat the most
What is your business question?Page 20 19th Mar 2015@peter_oneill
19th Mar 2015Page 21
SO WHAT ARE YOUR BUSINESS QUESTIONS?
@peter_oneill
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
19th Mar 2015
21st April, 2012Page 23
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