PwC

How an analytics culture drives the success of your business

Jeff Danko

Business Analytics Manager

PricewaterhouseCoopers, LLP

PwC

PwC

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.

PwC

– 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

PwC

Analytics manager or Metrics Coach?

PwC

Analytics Manager or Metrics Coach

PwC

The evolution of web analytics

PwC

The evolution of web analytics

3.0 Actionable

2.0 Analyze

1.0 Monitor

PwC

Building an analytics culture

PwC

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

PwC

WebTrends accessMarketing Community Template

PwC

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

PwC

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,

PwC

Focus on the quality vs. quantity

– Avoid data overload

– Determine which data best addresses your marketing objectives

PwC

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%

PwC

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%

PwC

Example reports

* data is not representative of any meaningful measurement period

PwC

Advertising Marketing Channel Drilldown Report

PwC

Client research – XYZ BankCorporate visitor (by page) report

PwC

Onsite SearchOnsite search term by performance report

PwC

Consolidated traffic sourcesTraffic sources – levels of engagement and conversion

PwC

Filtered client listOrganization – levels of engagement and conversion

PwC

Site API

PwC

Desktop widgets

PwC

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

PwC

www.pwc.com

Q&A