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Peter's presentation from emetrics Chicago. The presentation was born from his constant struggle to get companies to achieve the success from Digital Analytics that it can provide. He told stories of his failures to produce the desired results and the new approach that has evolved as a result. Understand why a focus on the end users of analytics data and the business actions they already take every day will lead to continuous improvements in business performance.
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Business Action Orientated Analytics18th June 2014
G’day, I’m Peter
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G’day, I’m Peter
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G’day, I’m Peter
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Business Action Orientated Analytics18th June 2014
Purpose of Digital Analytics
To provide intelligence that informs business actions leading to an
improvement in performance for online organisations
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To provide intelligence that informs business actions leading to an
improvement in performance for online organisations
18th June 2014@peter_oneill
My initial approach to consultancy work I wanted to work smarter at L3 Analytics I wanted to add value & make a difference
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What we need to be doingRequired foundation work
Continuous improvement through learning
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http://www.amazon.com/The-Lean-Startup-Entrepreneurs-Continuous/dp/0307887898
So how did it work out?
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Definitely still a lot of barriers
To get value out of analytics tools To get companies using the intelligence from
analytics18th June 2014@peter_oneillPage 10
Does a solution even exist?
Budget to afford significant consultancy time vs
Flexibility to get value from analytics
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A story from eMetrics London
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Identify Issue
Collect Insights
Improve Performan
ce
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My lightbulb moment…
Actually came from a client comment “I want reports where users can see this & do
that”18th June 2014@peter_oneillPage 13
Lean Analytics & the one metric that matters
http://www.amazon.com/Lean-Analytics-Better-Startup-Faster/dp/1449335675
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Where does this leave us?
Business Action Orientated Analytics
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The new project structure
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Phase 1 Ongoing work
How is this new approach working?
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Example 1 – Merchandise Report
A. Most popular productB. The money makerC. Something is wrong
D. Another issue hereE. Opportunity product,
make more visible
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Example 2 – Top Content Report
Imagine if you could filter on business action!!Page 19 18th June 2014@peter_oneill
Still a work in progress
Always resource issues Needs a grand unifying theory
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Maturity model must be part of the solution
Still need to deal with the balancing act
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Wrapping it all up Analytics must impact business performance Analytics must deliver immediate value Analytics users must be excited about using
information from data Analytics users 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… Questions?
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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
18th June 2014@peter_oneill
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