Gaining and presenting a new perspective tableau

Web Analytics Wednesday

Gaining and presenting a new perspective

Thomas Bosilevac

Where have I fit in…• Utilizing Analytics: 5 years

– Agency world (VML)– E-Commerce (WhatsHotNow)– Business Process Apps– Virtumundo – SPAMMERS (but learned a TON)

• Managing Analytics: 5+ years– Web Analytics Manager Caterpillar– Program Manager (Intranet Analysis): Microsoft

• Implementing Analytics: 5+ years– WebTrends: (Principal Consultant,Speaker, CYA’r)– Independent (Holland America, LuxuryLink, Stanford

Hospital, Blurb Books)– (Co-founder) MashableMetrics– (co-founder) PurchLive

These guys really want

data …

These guys really want data

more than they ask

Del

iver

y of

dat

a is

a

crap

-sho

ot

Not from a lack of a

(though still an issue)

“ANALYTICS” GOOGLE SEARCH VOLUME INDEXOr a lack

of …

But because the process to get here

Now looks like this…

Challenges within “Web” Analytics

• Disparate datasets:– Google Analytics \ Webtrends \ Omniture– Twitter \ Facebook \ YouTube– AdWords, DART ads, CPM runs– eMail and CRM data

• “big data”- High cardinality

- (Date, Location, Sources, Landing Page, Campaign…)

- Current analytics tools act as data acquisition not true reporting

The Problem…

Full day… Few days … Last

Minute

The Solution…

Partial Day… Several Days… Iterative

Excel is good at telling facts Not at exploring the reason

COMPARE – CONTRASTQuickly utilize multi dimension graphing. (scatter + size + color)

Non- Branded

Over 49K unique phrases

ENGAGEUse Quick Filters- Range, Interactive Selection, Dropdown(s)

ACCESSIBILITYA low learning curve is ESSENTIAL for enterprise adoption

Twitter: @bosilyticsthomas@mashablemetrics.com