Don’t take your data for granted.
Jon Narong
• Manager, Data Analytics for Beachbody
• 6+ years of web analytics• e-commerce focus (8-10 digit
revenue)• marketing, finance, product,
technology
Beachbody
• Based in Santa Monica• E-commerce, Online Community,
Network, Social Media, Mobile App • Multiple sites, thousands of URLs• Approximately $500M in revenue
First, the good news.
• Analytics is growing quickly.• Businesses want to be data driven.• Key metrics are becoming less
foreign.• The tools are getting better.
And now, the catch.
• Pressure on the analyst is increasing.
• Workload is growing exponentially.• Tracking is no longer simple.• Too much risk with single vendors.
Data Quality can easily suffer.
Why is analytics so “special”?
“The data will never sync up between these reports.”
“It’s meant to be directional, not
accurate.”“JavaScript just isn’t reliable.”
“Special” is not an excuse.
• It’s not exactly a black box.• Precision > Accuracy. • Don’t forget about accuracy.• It’s a critical production data
source.
CRITICALPRODUCTION
DATA SOURCE
WebAnalytics
Analysis or Implementation?
Both.
Business
Analytics
Technical
Analytics
Two Analytics Teams?Business Analytics Technical Analytics
Strategy / Finance IT / Technology
Focus on Business Analysis Focus on Technical Implementation
Online Performance KPIs Analytics Health KPIs
Less distractions from core focus
Allows for deep immersion
Technical Objectives• Analytics data is critical to the business.• Ensure analytics is always in the loop.• Discrepancies in data can be explained.• Don’t assume the data is valid.• We need to always consider scalability.• Fight for the success of analytics.
Core Focus Areas
Implementation Support
Monitoring Platform
{ Implementation }Project Requirement Docs (Reporting & Tracking)
QA / Validation Testing
Implementation Reference Docs (Wiki)
Maintain Omniture s_code & GA profiles
Regression Test Cases
Kickoff Design Dev QA Launch
Write Tracking
Requirements
Validate Tracking
(& Regression?)
Smoke Test
UAT
Write Reporting
Requirements
Sign Off on Reporting
Requirements
Business Analytics
Technical Analytics
Online Project Lifecycle(*Very High Level)
Support!Tier 1 Vendor Support (e.g. ClientCare)
Tool Administration (including User Management)
Forensic Analytics & Bug Fixing
Ad Hoc Analysis & IT Support
Monitoring …Daily Sanity Checks (Dashboards & Alerts)
Back-End Reconciliation (Order Volume)
Front-End Reconciliation (Traffic Trends)
Regular Implementation Audits
Constant Monitoring of Key Pages (ObservePoint)
Daily SAINT Maintenance
< Platform >Maintain the Analytics Roadmap
Automate as much as possible
Data Integrations Between Systems
Building Custom Applications
Tool Evaluations
Go beyond developmentAnalytics Experience
Project Management
Technical Strategy
Customer Service
Account Management
Keeping the Peace
Communication
Knowledge Transfer
Documentation
Reaping the Benefits
• Increased confidence in web analytics
• Analytics can be used as a QA tool• Mitigated risk for data outages• Analytics != Sophie’s Choice
The ability to Kick Ass!
• Set up an analytics wiki• Set up automated alerts• Create “Health” dashboards• Learn why your data looks like it
does
Start Now!
Thanks.
Jon Narong@jonnaro
P.S. We’re hiring! – http://beachbodycareers.com