Pw C Engage 10.14r.09

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How an analytics culture drives the success of your business

Jeff Danko

Business Analytics Manager

PricewaterhouseCoopers, LLP

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About PricewaterhousCoopers• PricewaterhouseCoopers provides industry-focused

assurance, tax and advisory services to build public trust and enhance value for our clients and their stakeholders.

• More than 163,000 people in 151 countries across our network share their thinking, experience and solutions to develop fresh perspectives and practical advice. We are a network of firms and each firm is a separate legal entity.

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– Analytics Manager or Metrics Coach– The evolution of analytics– Building an analytics culture– You know you’re an analytics culture when . . .– Examples of actionable reports

Agenda

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Analytics manager or Metrics Coach?

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Analytics Manager or Metrics Coach

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The evolution of web analytics

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The evolution of web analytics

3.0 Actionable

2.0 Analyze

1.0 Monitor

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Building an analytics culture

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Building an analytics culture 1. Make WebTrends data accessible

2. Coach your stakeholders on “Key Performance Indicators” (KPIs) for measuring success:

3. Coach your colleagues on quality vs. quantity of the data

4. Changing the focus to actionable data

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WebTrends accessMarketing Community Template

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Key performance indicators

– Key Performance Indicator’s will help your business achieve your specific goals through the definition and measurement of progress and success.

– The KPI’s selected should be

» Measurable

» Long-term considerations– Acquisition, Engagement, Conversion, Retention

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Aligning your KPI with a metrics report

Acquisition:Reports: page views, visits and visitors, referrer, campaign click-

through

Engagement:Reports: top pages, click stream, visit duration, publication or

podcast downloads, video, flash, depth of visit

Conversion:Reports: publication or podcast downloads, newsletter sign up

scenario analysis,

Retention:Reports: new vs. returning visitors,

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Focus on the quality vs. quantity

– Avoid data overload

– Determine which data best addresses your marketing objectives

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Focus on the quality vs. quantity

Segment Average Twitter Impact10 Minutes 17%Newsletter 52%Press Release 73%Publication 52%Tech Forecast 31%View 10 41%Global 6%PWC TV 21%Career 13%Web/Podcast 46%

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Making data actionable – In 2005, Forrester Research asked web professionals what

they found to be the hardest part of using analytics in their organizations. Only 24% replied pulling their data; by contrast 53% said “acting on the findings.

– “What’s the most difficult aspect of analytics for your company?”

• Pulling together the data – 24%• Forming the hypothesis – 9%• Developing the analytical models – 12%• Interpreting the results – 3%• Acting on the findings – 53%

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Example reports

* data is not representative of any meaningful measurement period

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Advertising Marketing Channel Drilldown Report

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Client research – XYZ BankCorporate visitor (by page) report

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Onsite SearchOnsite search term by performance report

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Consolidated traffic sourcesTraffic sources – levels of engagement and conversion

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Filtered client listOrganization – levels of engagement and conversion

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Site API

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Desktop widgets

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Summary – The evolution of analytics

• Monitor• Analyze• Take Action

– Building an analytics culture• Make data accessible• Discussing the success story• Quality vs. quantity• Making data actionable

– Examples of making reports more actionable– Publicizing the data externally and internally

• API’s• Desktop widgets

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Q&A