This document discusses building an effective reporting process for analytics. It recommends defining objectives and key metrics, setting up campaigns, content, and conversions tracking, and creating templates for an analytics task list, metrics matrix, and master questions list to support reporting. Helpful analysis tools mentioned include A/B testing, heatmaps, click interaction data, and custom alerts. The overall goal is to provide insights and recommendations to support business decisions.
7. Businesses don’t fail because
mistakes happen.
!
Businesses fail because
mistakes aren’t found and corrected.
8. Security/Privacy/Risk
Web/Mobile Development
Digital Marketing (SEO, Social, Display)
Software Development
Analytics/Big Data
Digital Strategy/Business Modeling
Smart Product Development
30% 35% 40% 45% 50%
37%
39%
43%
39%
40%
41%
39%
32%
35%
38%
40%
41%
42%
42% Currently
In 3Years
Most Important Digital Competencies
According to Executives in Europe and the US
Source: Economist Intelligence Unit & Cognizant (April 2016)
9.
10.
11. Who Determines The Analytics Agenda?
Source: McKinsey & Company (April 2016)
12%
5%
10%
11%
11% 13%
38%
CEO
CIO
CMO
Business Unit Head
CFO
Chief Data/Analytics Officer
Other
12. Who Has The Time?
h/t: @avinash
Access to Data
Ability toAnalyze &Recognize Causal Factors
“TellThem What to Do”Continuum
(in Plain English)
Analyst
Director
Business Unit Head
CMO
CIO
CFO
CEO
13. Report Layout
• Translate Data
• Highlight Trends & Insights
• Make Recommendations
• Provide Next Steps
• For every hour spent pulling data,
spend an hour providing insights.
24. “If I had eight hours to chop
down a tree, I’d spend six hours
sharpening my ax.”
-Abraham Lincoln
25. Question Everything
• What is the purpose of the site?
• What key metrics will we rely upon to
determine success?
• Where are visitors coming from?
• What referral sources are most valuable?
• How do traffic and conversion patterns
changed by referral source?
• What is the average cost per lead/ cost
per sale from each referral source?
• Are there specific referral sources that
deserve more/less attention?
• Once they arrive, how do visitors navigate
through the site?
• What are the most/least popular
navigation items?
• How should navigation be modified?
• How is site search utilized?
• What can qualitative metrics (time on site
or pages/visit) tell us about our audience?
our site content?
• What content is most/least popular among
visitors?
• What questions are visitors asking?
• Is the Home page effective in routing the
visitor to their desired content?
• Do individual content elements/pages do
well to encourage conversion?
• At what points in the navigation stream
are visitors most likely to leave?
• Is there a correlation between referral
sources and specific site content?
• What is the pattern of return visits?
• Are return visits more likely to convert?
• What devices are visitors using to access
site content? To convert?
26. Setting Up The Three C’s
CAMPAIGNS
CONTENT
CONVERSIONS
• Where did they come from?
• What do they care about?
• Were we successful?
28. Campaign Tracking
• Each campaign should be tagged with special tracking code
to help measure its impact on visits, shopping behavior and
conversions.
A. Use the “Google URL Builder”
B. Create a Google Doc or Spreadsheet. Append URLs with
Google Tracking Code. Share with Media Team
32. GOAL ID GOAL TYPE DESTINATION / EVENT LABEL
Email Subscription Destination example.org/subscribe-thank-you
Contact Form Destination example.org/contact-thank-you
Clicks to Social Media Event Social / Click / Pinterest
Download Product Info Event Content / Download / Product Info PDF
Event Registration Destination example.org/RSVP-confirm
Play Product Video Event Video / Play / Product Video
Metrics Matrix