SlideShare ist ein Scribd-Unternehmen logo
1 von 35
Downloaden Sie, um offline zu lesen
Breaking down the Barriers to the
Use of Digital Analytics
21st Jan 2015
G’day, I’m Peter
So I am pretty
busy these days…
21st Jan 2015@peter_oneillPage 2
I run an Analytics consultancy
Current state of play for Digital Analytics
 I believe we are failing the consumers of analytics
data
 There are impressive exceptions but in the minority
Page 3 @peter_oneill 21st Jan 2015
Barriers to the Use of Digital Analytics
@peter_oneillPage 4 21st Jan 2015
Barriers to the Use of Digital Analytics
1. Poor set-up of Analytics tools
2. Lack of analytics expertise
3. Minimal to no investment in Analytics
4. Poor perception of Analytics
5. Lack of understanding of potential with
Analytics
6. No integration within business processes
7. No ownership of Analytics
Page 5 21st Jan 2015@peter_oneill
Page 6
HOW TO BREAK DOWN
THESE BARRIERS
21st Jan 2015@peter_oneill
Maturity model is a great framework
<insert company name>, we have a problem
@peter_oneillPage 7 21st Jan 2015
Actions to Break down Barriers
1. Get the basics right
Page 8 21st Jan 2015@peter_oneill
Initial 3 Barriers to Overcome
1. Know what you need to know
2. Capture this information
3. Be able to access the information
@peter_oneillPage 9 21st Jan 2015
Actions to Break down Barriers
1. Get the basics right
2. Tap into the Agile movement
 Continuous enhancement of tracking
Page 10 21st Jan 2015@peter_oneill
Lean Analytics & the one metric that matters
 http://www.amazon.com/Lean-
Analytics-Better-Startup-
Faster/dp/1449335675
Page 11 21st Jan 2015@peter_oneill
Actions to Break down Barriers
1. Get the basics right
2. Tap into the Agile movement
 Continuous enhancement of tracking
3. Training throughout the organisation
Page 12 21st Jan 2015@peter_oneill
Educate people on the basics – then more
 HITS – How Idiots Track Success
 UVs = Users = unique browsers = inflated number
 Campaign tracking is easy, attribution is hard
 You can track anything e.g. Weather
Page 13 21st Jan 2015@peter_oneill
Actions to Break down Barriers
1. Get the basics right
2. Tap into the Agile movement
 Continuous enhancement of tracking
3. Training throughout the organisation
4. Proof of Concept / Pilot Project
Page 14 21st Jan 2015@peter_oneill
Make mistakes with low impact
Page 15 21st Jan 2015@peter_oneill
Actions to Break down Barriers
1. Get the basics right
2. Tap into the Agile movement
 Continuous enhancement of tracking
3. Training throughout the organisation
4. Proof of Concept / Pilot Project
5. Internal Champions / Case Studies
Page 16 21st Jan 2015@peter_oneill
You can’t make people use analytics
Page 17
 But you can get to the point where they are
begging you to help them make more money…
21st Jan 2015@peter_oneill
Actions to Break down Barriers
1. Get the basics right
2. Tap into the Agile movement
 Continuous enhancement of tracking
3. Training throughout the organisation
4. Proof of Concept / Pilot Project
5. Internal Champions / Case Studies
6. Ownership
Page 18 21st Jan 2015@peter_oneill
Maturity model is a great framework
@peter_oneillPage 19 21st Jan 2015
 Analytics would actually finally be prioritised
 E.g. the work would finally get done on time
 Common situation,
Analytics tracking is low
priority for new
website/feature/campaign
launch
 If this meant someone
senior is fired
 Or at least not paid a bonus
Actions to Break down Barriers
1. Get the basics right
2. Tap into the Agile movement
 Continuous enhancement of tracking
3. Training throughout the organisation
4. Proof of Concept / Pilot Project
5. Internal Champions / Case Studies
6. Ownership
7. Processes / Templates
Page 20 21st Jan 2015@peter_oneill
People want data?
 If people want data from you, must first give you:
1. An hypothesis of what they expect to see in the data
2. The action they will take based on the data
Page 21 21st Jan 2015@peter_oneill
Actions to Break down Barriers
1. Get the basics right
2. Tap into the Agile movement
 Continuous enhancement of tracking
3. Training throughout the organisation
4. Proof of Concept / Pilot Project
5. Internal Champions / Case Studies
6. Ownership
7. Reporting (yes seriously)
Page 22 21st Jan 2015@peter_oneill
Approach to Reporting
 Why are we talking about reports??
 So people don’t have to use analytics tools
 Tell me more…
 All reports are automated and anti-data pukes
 So what sort of reports?
 Daily Email
 Live Dashboard
 Daily Tactical reports
 Weekly Performance dashboards
 Hierarchy of Dashboards
 Performance Diagnostic reports
Page 23 21st Jan 2015@peter_oneill
Weekly Performance Dashboards
@peter_oneillPage 24 21st Jan 2015
Hierarchy of Dashboards
Executive
Summary
Ecommerce
Top Products
Availability
Marketing
Organic
Social Media
Content
Landing
Pages
Blog Posts
Performance
Summary
Page 25 21st Jan 2015@peter_oneill
Diagnostic – Entry Points vs Traffic Sources
 Overview of where people enter the website from
each channel
 Evaluate quality of each traffic source/entry
 Using Bounce Rate or Conversion Rate or metric of
your choice
@peter_oneillPage 26 21st Jan 2015
Business Performance Diagnostic
 Identify underperforming areas
 Create a list of actions with value per fix
@peter_oneillPage 27 21st Jan 2015
Actions to Break down Barriers
1. Get the basics right
2. Tap into the Agile movement
 Continuous enhancement of tracking
3. Training throughout the organisation
4. Proof of Concept / Pilot Project
5. Internal Champions / Case Studies
6. Ownership
7. Reporting (yes seriously)
8. Tactical – Focus on Business Actions
Page 28 21st Jan 2015@peter_oneill
Merchandise Report
A.Most popular
product
B.The money maker
C.Something is wrong
D.Another issue here
E.Opportunity
product, make more
visible
Page 29 21st Jan 2015@peter_oneill
Content Report
 Article #2 – is not actually that good
 Article #11 – promote everywhere you can
@peter_oneillPage 30 21st Jan 2015
Actions to Break down Barriers
1. Get the basics right
2. Tap into the Agile movement
 Continuous enhancement of tracking
3. Training throughout the organisation
4. Proof of Concept / Pilot Project
5. Internal Champions / Case Studies
6. Ownership
7. Reporting (yes seriously)
8. Tactical – Focus on Business Actions
Page 31 21st Jan 2015@peter_oneill
Which Actions should you take?
Page 32 21st Jan 2015@peter_oneill
Which Actions should you take?
Page 33 21st Jan 2015@peter_oneill
Themes behind the Recommended Actions
 Analytics must impact business performance
 Analytics must deliver immediate value
 Analytics consumers must be excited about using
information from data
 Analytics consumers must be able to “see this, do
that”
 Minimise the initial set-up phase
 Focus on one business action at a time
 The “fun” part of analytics will then begin to
flow…
@peter_oneillPage 34 21st Jan 2015
THANK YOU
Page 35
I can be found at
• peteroneill@l3analytics.com
• @peter_oneill
• +44 7843 617 347
• www.linkedin.com/in/peteroneill
@peter_oneill 21st Jan 2015

Weitere ähnliche Inhalte

Was ist angesagt?

Why Should You Care About Web Analytics
Why Should You Care About Web AnalyticsWhy Should You Care About Web Analytics
Why Should You Care About Web AnalyticsPeter O'Neill
 
Impacting Business Performance with Analytics
Impacting Business Performance with AnalyticsImpacting Business Performance with Analytics
Impacting Business Performance with AnalyticsPeter O'Neill
 
Are You Ready for Marketing Attribution?
Are You Ready for Marketing Attribution?Are You Ready for Marketing Attribution?
Are You Ready for Marketing Attribution?Jeff Sauer
 
Frameworks to Train New Analysts - Matt Whiteley - MeasureCamp12 - London 2018
Frameworks to Train New Analysts -  Matt Whiteley - MeasureCamp12 - London 2018Frameworks to Train New Analysts -  Matt Whiteley - MeasureCamp12 - London 2018
Frameworks to Train New Analysts - Matt Whiteley - MeasureCamp12 - London 2018Matt Whiteley
 
Best Practices for Creating Infographics
Best Practices for Creating InfographicsBest Practices for Creating Infographics
Best Practices for Creating InfographicsSearch Engine Journal
 
How to Manage and Maximize Content Creation on a Large Scale
How to Manage and Maximize Content Creation on a Large ScaleHow to Manage and Maximize Content Creation on a Large Scale
How to Manage and Maximize Content Creation on a Large ScaleSearch Engine Journal
 
Lets talk attribution
Lets talk attributionLets talk attribution
Lets talk attributionPeter O'Neill
 
Helping Teams to use Google Analytics - Ecommerce Show North 2018
Helping Teams to use Google Analytics - Ecommerce Show North 2018Helping Teams to use Google Analytics - Ecommerce Show North 2018
Helping Teams to use Google Analytics - Ecommerce Show North 2018Grant Kemp
 
Jeff Sauer - Attribution is Bullshit
Jeff Sauer - Attribution is BullshitJeff Sauer - Attribution is Bullshit
Jeff Sauer - Attribution is BullshitCXL
 
Is Your PPC Agency Wasting Your Budget?
Is Your PPC Agency Wasting Your Budget? Is Your PPC Agency Wasting Your Budget?
Is Your PPC Agency Wasting Your Budget? Search Engine Journal
 
What is Driving Your Leads? 10 Steps to Attribution Analysis
What is Driving Your Leads? 10 Steps to Attribution AnalysisWhat is Driving Your Leads? 10 Steps to Attribution Analysis
What is Driving Your Leads? 10 Steps to Attribution AnalysisBrightFunnel
 
[Elite Camp 2016] Thomas Barker - From Zero to In-House Optimisation Superstars
[Elite Camp 2016] Thomas Barker - From Zero to In-House Optimisation Superstars[Elite Camp 2016] Thomas Barker - From Zero to In-House Optimisation Superstars
[Elite Camp 2016] Thomas Barker - From Zero to In-House Optimisation SuperstarsCXL
 
Using competitive analysis to project your marketing budget
Using competitive analysis to project your marketing budgetUsing competitive analysis to project your marketing budget
Using competitive analysis to project your marketing budgetJeff Sauer
 
Gilligan's Guide to Analysts as Community Managers' Best Friends
Gilligan's Guide to Analysts as Community Managers' Best FriendsGilligan's Guide to Analysts as Community Managers' Best Friends
Gilligan's Guide to Analysts as Community Managers' Best FriendsTim Wilson
 
Top 10 CMS Features to Increase Traffic & Revenue from Mobile, Schemas, Voice...
Top 10 CMS Features to Increase Traffic & Revenue from Mobile, Schemas, Voice...Top 10 CMS Features to Increase Traffic & Revenue from Mobile, Schemas, Voice...
Top 10 CMS Features to Increase Traffic & Revenue from Mobile, Schemas, Voice...Search Engine Journal
 
Digital Measurement Strategy - Avoiding Ready Fire Aim Marketing
Digital Measurement Strategy - Avoiding Ready Fire Aim MarketingDigital Measurement Strategy - Avoiding Ready Fire Aim Marketing
Digital Measurement Strategy - Avoiding Ready Fire Aim MarketingJeff Sauer
 
Latest copy impacting business performance with analytics
Latest copy impacting business performance with analytics   Latest copy impacting business performance with analytics
Latest copy impacting business performance with analytics iLive Conference
 
Data-driven Growth - Analytics & Attribution for Marketers in 2016 | Turing F...
Data-driven Growth - Analytics & Attribution for Marketers in 2016 | Turing F...Data-driven Growth - Analytics & Attribution for Marketers in 2016 | Turing F...
Data-driven Growth - Analytics & Attribution for Marketers in 2016 | Turing F...Andy Young
 
Automating Google Analytics in 2018 - Jeff Sauer from Jeffalytics
Automating Google Analytics in 2018 - Jeff Sauer from JeffalyticsAutomating Google Analytics in 2018 - Jeff Sauer from Jeffalytics
Automating Google Analytics in 2018 - Jeff Sauer from JeffalyticsJeff Sauer
 
Skill session Google Analytics @WeWork Amsterdam (Mike van Hoenselaar)
Skill session Google Analytics @WeWork Amsterdam (Mike van Hoenselaar)Skill session Google Analytics @WeWork Amsterdam (Mike van Hoenselaar)
Skill session Google Analytics @WeWork Amsterdam (Mike van Hoenselaar)Online Boswachters
 

Was ist angesagt? (20)

Why Should You Care About Web Analytics
Why Should You Care About Web AnalyticsWhy Should You Care About Web Analytics
Why Should You Care About Web Analytics
 
Impacting Business Performance with Analytics
Impacting Business Performance with AnalyticsImpacting Business Performance with Analytics
Impacting Business Performance with Analytics
 
Are You Ready for Marketing Attribution?
Are You Ready for Marketing Attribution?Are You Ready for Marketing Attribution?
Are You Ready for Marketing Attribution?
 
Frameworks to Train New Analysts - Matt Whiteley - MeasureCamp12 - London 2018
Frameworks to Train New Analysts -  Matt Whiteley - MeasureCamp12 - London 2018Frameworks to Train New Analysts -  Matt Whiteley - MeasureCamp12 - London 2018
Frameworks to Train New Analysts - Matt Whiteley - MeasureCamp12 - London 2018
 
Best Practices for Creating Infographics
Best Practices for Creating InfographicsBest Practices for Creating Infographics
Best Practices for Creating Infographics
 
How to Manage and Maximize Content Creation on a Large Scale
How to Manage and Maximize Content Creation on a Large ScaleHow to Manage and Maximize Content Creation on a Large Scale
How to Manage and Maximize Content Creation on a Large Scale
 
Lets talk attribution
Lets talk attributionLets talk attribution
Lets talk attribution
 
Helping Teams to use Google Analytics - Ecommerce Show North 2018
Helping Teams to use Google Analytics - Ecommerce Show North 2018Helping Teams to use Google Analytics - Ecommerce Show North 2018
Helping Teams to use Google Analytics - Ecommerce Show North 2018
 
Jeff Sauer - Attribution is Bullshit
Jeff Sauer - Attribution is BullshitJeff Sauer - Attribution is Bullshit
Jeff Sauer - Attribution is Bullshit
 
Is Your PPC Agency Wasting Your Budget?
Is Your PPC Agency Wasting Your Budget? Is Your PPC Agency Wasting Your Budget?
Is Your PPC Agency Wasting Your Budget?
 
What is Driving Your Leads? 10 Steps to Attribution Analysis
What is Driving Your Leads? 10 Steps to Attribution AnalysisWhat is Driving Your Leads? 10 Steps to Attribution Analysis
What is Driving Your Leads? 10 Steps to Attribution Analysis
 
[Elite Camp 2016] Thomas Barker - From Zero to In-House Optimisation Superstars
[Elite Camp 2016] Thomas Barker - From Zero to In-House Optimisation Superstars[Elite Camp 2016] Thomas Barker - From Zero to In-House Optimisation Superstars
[Elite Camp 2016] Thomas Barker - From Zero to In-House Optimisation Superstars
 
Using competitive analysis to project your marketing budget
Using competitive analysis to project your marketing budgetUsing competitive analysis to project your marketing budget
Using competitive analysis to project your marketing budget
 
Gilligan's Guide to Analysts as Community Managers' Best Friends
Gilligan's Guide to Analysts as Community Managers' Best FriendsGilligan's Guide to Analysts as Community Managers' Best Friends
Gilligan's Guide to Analysts as Community Managers' Best Friends
 
Top 10 CMS Features to Increase Traffic & Revenue from Mobile, Schemas, Voice...
Top 10 CMS Features to Increase Traffic & Revenue from Mobile, Schemas, Voice...Top 10 CMS Features to Increase Traffic & Revenue from Mobile, Schemas, Voice...
Top 10 CMS Features to Increase Traffic & Revenue from Mobile, Schemas, Voice...
 
Digital Measurement Strategy - Avoiding Ready Fire Aim Marketing
Digital Measurement Strategy - Avoiding Ready Fire Aim MarketingDigital Measurement Strategy - Avoiding Ready Fire Aim Marketing
Digital Measurement Strategy - Avoiding Ready Fire Aim Marketing
 
Latest copy impacting business performance with analytics
Latest copy impacting business performance with analytics   Latest copy impacting business performance with analytics
Latest copy impacting business performance with analytics
 
Data-driven Growth - Analytics & Attribution for Marketers in 2016 | Turing F...
Data-driven Growth - Analytics & Attribution for Marketers in 2016 | Turing F...Data-driven Growth - Analytics & Attribution for Marketers in 2016 | Turing F...
Data-driven Growth - Analytics & Attribution for Marketers in 2016 | Turing F...
 
Automating Google Analytics in 2018 - Jeff Sauer from Jeffalytics
Automating Google Analytics in 2018 - Jeff Sauer from JeffalyticsAutomating Google Analytics in 2018 - Jeff Sauer from Jeffalytics
Automating Google Analytics in 2018 - Jeff Sauer from Jeffalytics
 
Skill session Google Analytics @WeWork Amsterdam (Mike van Hoenselaar)
Skill session Google Analytics @WeWork Amsterdam (Mike van Hoenselaar)Skill session Google Analytics @WeWork Amsterdam (Mike van Hoenselaar)
Skill session Google Analytics @WeWork Amsterdam (Mike van Hoenselaar)
 

Andere mochten auch

User-Centric Analytics (MeasureCamp Talk)
User-Centric Analytics (MeasureCamp Talk)User-Centric Analytics (MeasureCamp Talk)
User-Centric Analytics (MeasureCamp Talk)Taste Medio
 
Superweek 2015 traffic attribution
Superweek 2015 traffic attributionSuperweek 2015 traffic attribution
Superweek 2015 traffic attributionJacob Kildebogaard
 
A/B Testing Pitfalls - MeasureCamp London 2015
A/B Testing Pitfalls - MeasureCamp London 2015A/B Testing Pitfalls - MeasureCamp London 2015
A/B Testing Pitfalls - MeasureCamp London 2015Michal Parizek
 
Nix for etl using scripting to automate data cleaning & transformation
Nix for etl using scripting to automate data cleaning & transformationNix for etl using scripting to automate data cleaning & transformation
Nix for etl using scripting to automate data cleaning & transformationLynchpin Analytics Consultancy
 
Measurecamp 6 session: Effective Customer Feedback & Measurement Frameworks
Measurecamp 6 session: Effective Customer Feedback & Measurement FrameworksMeasurecamp 6 session: Effective Customer Feedback & Measurement Frameworks
Measurecamp 6 session: Effective Customer Feedback & Measurement FrameworksSean Burton
 
31 Ways To Destroy Your Google Analytics Implementation
31 Ways To Destroy Your Google Analytics Implementation31 Ways To Destroy Your Google Analytics Implementation
31 Ways To Destroy Your Google Analytics ImplementationCharles Meaden
 
Customer Lifetime Value
Customer Lifetime ValueCustomer Lifetime Value
Customer Lifetime Valuepavel jašek
 
10 Steps to Actionable Analytics for Digital Marketing
10 Steps to Actionable Analytics for Digital Marketing10 Steps to Actionable Analytics for Digital Marketing
10 Steps to Actionable Analytics for Digital MarketingSmart Insights
 
Four Critical Concepts You Must Embrace for App Success in 2015
Four Critical Concepts  You Must Embrace for App Success in 2015Four Critical Concepts  You Must Embrace for App Success in 2015
Four Critical Concepts You Must Embrace for App Success in 2015Mobtimizers
 
Digital Analytics Checkup: How to evaluate the impact of your web analytics data
Digital Analytics Checkup: How to evaluate the impact of your web analytics dataDigital Analytics Checkup: How to evaluate the impact of your web analytics data
Digital Analytics Checkup: How to evaluate the impact of your web analytics dataCrossView
 
Measurecamp - Improving e commerce tracking with universal analytics
Measurecamp - Improving e commerce tracking with universal analyticsMeasurecamp - Improving e commerce tracking with universal analytics
Measurecamp - Improving e commerce tracking with universal analyticsMatt Clarke
 
Getting to the People Behind The Keywords
Getting to the People Behind The KeywordsGetting to the People Behind The Keywords
Getting to the People Behind The KeywordsCarmen Mardiros
 
Don't you have a Funnel view? - Measure Camp VI
Don't you have a Funnel view? - Measure Camp VIDon't you have a Funnel view? - Measure Camp VI
Don't you have a Funnel view? - Measure Camp VIXavier Colomes
 
4 Barriers to creating predictive talent analytics and how to overcome them
4 Barriers to creating predictive talent analytics and how to overcome them4 Barriers to creating predictive talent analytics and how to overcome them
4 Barriers to creating predictive talent analytics and how to overcome themMartin Sutherland
 
MeasureCamp Paris - est ce bientôt la fin du métier de web analyste ?
MeasureCamp Paris -  est ce bientôt la fin du métier de web analyste ?MeasureCamp Paris -  est ce bientôt la fin du métier de web analyste ?
MeasureCamp Paris - est ce bientôt la fin du métier de web analyste ?Nicolas Malo
 
Rendez-vous des Web Analytics - Octobre 2016 - 7 tendances clés du Digital An...
Rendez-vous des Web Analytics - Octobre 2016 - 7 tendances clés du Digital An...Rendez-vous des Web Analytics - Octobre 2016 - 7 tendances clés du Digital An...
Rendez-vous des Web Analytics - Octobre 2016 - 7 tendances clés du Digital An...Nicolas Malo
 
Crunching data with go: Tips, tricks, use-cases
Crunching data with go: Tips, tricks, use-casesCrunching data with go: Tips, tricks, use-cases
Crunching data with go: Tips, tricks, use-casesSergii Khomenko
 
Google Analytics Crash Course
Google Analytics Crash CourseGoogle Analytics Crash Course
Google Analytics Crash CoursePeter O'Neill
 
From Data Science to Production - deploy, scale, enjoy! / PyData Amsterdam - ...
From Data Science to Production - deploy, scale, enjoy! / PyData Amsterdam - ...From Data Science to Production - deploy, scale, enjoy! / PyData Amsterdam - ...
From Data Science to Production - deploy, scale, enjoy! / PyData Amsterdam - ...Sergii Khomenko
 

Andere mochten auch (20)

Measure camp pres 5 cro myths
Measure camp pres   5 cro mythsMeasure camp pres   5 cro myths
Measure camp pres 5 cro myths
 
User-Centric Analytics (MeasureCamp Talk)
User-Centric Analytics (MeasureCamp Talk)User-Centric Analytics (MeasureCamp Talk)
User-Centric Analytics (MeasureCamp Talk)
 
Superweek 2015 traffic attribution
Superweek 2015 traffic attributionSuperweek 2015 traffic attribution
Superweek 2015 traffic attribution
 
A/B Testing Pitfalls - MeasureCamp London 2015
A/B Testing Pitfalls - MeasureCamp London 2015A/B Testing Pitfalls - MeasureCamp London 2015
A/B Testing Pitfalls - MeasureCamp London 2015
 
Nix for etl using scripting to automate data cleaning & transformation
Nix for etl using scripting to automate data cleaning & transformationNix for etl using scripting to automate data cleaning & transformation
Nix for etl using scripting to automate data cleaning & transformation
 
Measurecamp 6 session: Effective Customer Feedback & Measurement Frameworks
Measurecamp 6 session: Effective Customer Feedback & Measurement FrameworksMeasurecamp 6 session: Effective Customer Feedback & Measurement Frameworks
Measurecamp 6 session: Effective Customer Feedback & Measurement Frameworks
 
31 Ways To Destroy Your Google Analytics Implementation
31 Ways To Destroy Your Google Analytics Implementation31 Ways To Destroy Your Google Analytics Implementation
31 Ways To Destroy Your Google Analytics Implementation
 
Customer Lifetime Value
Customer Lifetime ValueCustomer Lifetime Value
Customer Lifetime Value
 
10 Steps to Actionable Analytics for Digital Marketing
10 Steps to Actionable Analytics for Digital Marketing10 Steps to Actionable Analytics for Digital Marketing
10 Steps to Actionable Analytics for Digital Marketing
 
Four Critical Concepts You Must Embrace for App Success in 2015
Four Critical Concepts  You Must Embrace for App Success in 2015Four Critical Concepts  You Must Embrace for App Success in 2015
Four Critical Concepts You Must Embrace for App Success in 2015
 
Digital Analytics Checkup: How to evaluate the impact of your web analytics data
Digital Analytics Checkup: How to evaluate the impact of your web analytics dataDigital Analytics Checkup: How to evaluate the impact of your web analytics data
Digital Analytics Checkup: How to evaluate the impact of your web analytics data
 
Measurecamp - Improving e commerce tracking with universal analytics
Measurecamp - Improving e commerce tracking with universal analyticsMeasurecamp - Improving e commerce tracking with universal analytics
Measurecamp - Improving e commerce tracking with universal analytics
 
Getting to the People Behind The Keywords
Getting to the People Behind The KeywordsGetting to the People Behind The Keywords
Getting to the People Behind The Keywords
 
Don't you have a Funnel view? - Measure Camp VI
Don't you have a Funnel view? - Measure Camp VIDon't you have a Funnel view? - Measure Camp VI
Don't you have a Funnel view? - Measure Camp VI
 
4 Barriers to creating predictive talent analytics and how to overcome them
4 Barriers to creating predictive talent analytics and how to overcome them4 Barriers to creating predictive talent analytics and how to overcome them
4 Barriers to creating predictive talent analytics and how to overcome them
 
MeasureCamp Paris - est ce bientôt la fin du métier de web analyste ?
MeasureCamp Paris -  est ce bientôt la fin du métier de web analyste ?MeasureCamp Paris -  est ce bientôt la fin du métier de web analyste ?
MeasureCamp Paris - est ce bientôt la fin du métier de web analyste ?
 
Rendez-vous des Web Analytics - Octobre 2016 - 7 tendances clés du Digital An...
Rendez-vous des Web Analytics - Octobre 2016 - 7 tendances clés du Digital An...Rendez-vous des Web Analytics - Octobre 2016 - 7 tendances clés du Digital An...
Rendez-vous des Web Analytics - Octobre 2016 - 7 tendances clés du Digital An...
 
Crunching data with go: Tips, tricks, use-cases
Crunching data with go: Tips, tricks, use-casesCrunching data with go: Tips, tricks, use-cases
Crunching data with go: Tips, tricks, use-cases
 
Google Analytics Crash Course
Google Analytics Crash CourseGoogle Analytics Crash Course
Google Analytics Crash Course
 
From Data Science to Production - deploy, scale, enjoy! / PyData Amsterdam - ...
From Data Science to Production - deploy, scale, enjoy! / PyData Amsterdam - ...From Data Science to Production - deploy, scale, enjoy! / PyData Amsterdam - ...
From Data Science to Production - deploy, scale, enjoy! / PyData Amsterdam - ...
 

Ähnlich wie Breaking down the barriers to the use of digital analytics

Analytics Workshop - Impacting Business Performance
Analytics Workshop - Impacting Business PerformanceAnalytics Workshop - Impacting Business Performance
Analytics Workshop - Impacting Business PerformanceOutreach Digital
 
Analysing Analytics - Business Insights From Google Analytics By Peter O'Neill
 Analysing Analytics - Business Insights From Google Analytics By Peter O'Neill Analysing Analytics - Business Insights From Google Analytics By Peter O'Neill
Analysing Analytics - Business Insights From Google Analytics By Peter O'NeillDaniel Doherty
 
Is data visualisation bullshit?
Is data visualisation bullshit?Is data visualisation bullshit?
Is data visualisation bullshit?Alban Gérôme
 
Shaking up Social 2015 Lunch & Learn
Shaking up Social 2015 Lunch & LearnShaking up Social 2015 Lunch & Learn
Shaking up Social 2015 Lunch & LearnAnvil Media, Inc.
 
Playing Nice in the Product Playground
Playing Nice in the Product PlaygroundPlaying Nice in the Product Playground
Playing Nice in the Product PlaygroundIntuit Inc.
 
Analytics: Getting the Data - 500 Startups Accelerator Marketing Hell Week
Analytics: Getting the Data - 500 Startups Accelerator Marketing Hell WeekAnalytics: Getting the Data - 500 Startups Accelerator Marketing Hell Week
Analytics: Getting the Data - 500 Startups Accelerator Marketing Hell WeekAndy Young
 
A Win/Win for Your Product: Embedding Analytics for Product Success
A Win/Win for Your Product: Embedding Analytics for Product SuccessA Win/Win for Your Product: Embedding Analytics for Product Success
A Win/Win for Your Product: Embedding Analytics for Product SuccessAggregage
 
8 Tips to Make Data Quality an Ethos, Not a Project.
8 Tips to Make Data Quality an Ethos, Not a Project.8 Tips to Make Data Quality an Ethos, Not a Project.
8 Tips to Make Data Quality an Ethos, Not a Project.Pitney Bowes
 
Lean Startup @ Université TOTAL 2016
Lean Startup @ Université TOTAL 2016Lean Startup @ Université TOTAL 2016
Lean Startup @ Université TOTAL 2016Santiago LEFEBVRE
 
Andy Young — Data-Driven Growth: Analytics Tools and Tips for Marketers in 20...
Andy Young — Data-Driven Growth: Analytics Tools and Tips for Marketers in 20...Andy Young — Data-Driven Growth: Analytics Tools and Tips for Marketers in 20...
Andy Young — Data-Driven Growth: Analytics Tools and Tips for Marketers in 20...Turing Fest
 
Analytics for Startups - 500 Startups Accelerator Marketing Hell Week
Analytics for Startups - 500 Startups Accelerator Marketing Hell WeekAnalytics for Startups - 500 Startups Accelerator Marketing Hell Week
Analytics for Startups - 500 Startups Accelerator Marketing Hell WeekAndy Young
 
Data Driven Growth - Amplitude London Product Analytics Summit
Data Driven Growth - Amplitude London Product Analytics SummitData Driven Growth - Amplitude London Product Analytics Summit
Data Driven Growth - Amplitude London Product Analytics SummitAndy Young
 
7 Growth Lessons from Silicon Valley - and why they don't call it "Growth Hac...
7 Growth Lessons from Silicon Valley - and why they don't call it "Growth Hac...7 Growth Lessons from Silicon Valley - and why they don't call it "Growth Hac...
7 Growth Lessons from Silicon Valley - and why they don't call it "Growth Hac...Andy Young
 
2013 12-05 data-driven innovation - fitzgerald analytics workshop at gilbane ...
2013 12-05 data-driven innovation - fitzgerald analytics workshop at gilbane ...2013 12-05 data-driven innovation - fitzgerald analytics workshop at gilbane ...
2013 12-05 data-driven innovation - fitzgerald analytics workshop at gilbane ...Fitzgerald Analytics, Inc.
 
Analytics for Startups - Dublin Web Summit 2015
Analytics for Startups - Dublin Web Summit 2015Analytics for Startups - Dublin Web Summit 2015
Analytics for Startups - Dublin Web Summit 2015Andy Young
 
Mastering Analytics with SAP - Decision Inc.
Mastering Analytics with SAP - Decision Inc. Mastering Analytics with SAP - Decision Inc.
Mastering Analytics with SAP - Decision Inc. DecisionInc
 
BrightEdge Share15 - DM103: Channel Marketing – Digital Marketing Mix - Jenni...
BrightEdge Share15 - DM103: Channel Marketing – Digital Marketing Mix - Jenni...BrightEdge Share15 - DM103: Channel Marketing – Digital Marketing Mix - Jenni...
BrightEdge Share15 - DM103: Channel Marketing – Digital Marketing Mix - Jenni...BrightEdge Technologies
 

Ähnlich wie Breaking down the barriers to the use of digital analytics (20)

Analytics Workshop - Impacting Business Performance
Analytics Workshop - Impacting Business PerformanceAnalytics Workshop - Impacting Business Performance
Analytics Workshop - Impacting Business Performance
 
Analysing Analytics - Business Insights From Google Analytics By Peter O'Neill
 Analysing Analytics - Business Insights From Google Analytics By Peter O'Neill Analysing Analytics - Business Insights From Google Analytics By Peter O'Neill
Analysing Analytics - Business Insights From Google Analytics By Peter O'Neill
 
Is data visualisation bullshit?
Is data visualisation bullshit?Is data visualisation bullshit?
Is data visualisation bullshit?
 
Shaking up Social 2015 Lunch & Learn
Shaking up Social 2015 Lunch & LearnShaking up Social 2015 Lunch & Learn
Shaking up Social 2015 Lunch & Learn
 
Playing Nice in the Product Playground
Playing Nice in the Product PlaygroundPlaying Nice in the Product Playground
Playing Nice in the Product Playground
 
Analytics: Getting the Data - 500 Startups Accelerator Marketing Hell Week
Analytics: Getting the Data - 500 Startups Accelerator Marketing Hell WeekAnalytics: Getting the Data - 500 Startups Accelerator Marketing Hell Week
Analytics: Getting the Data - 500 Startups Accelerator Marketing Hell Week
 
Social Media for the MSP
Social Media for the MSPSocial Media for the MSP
Social Media for the MSP
 
A Win/Win for Your Product: Embedding Analytics for Product Success
A Win/Win for Your Product: Embedding Analytics for Product SuccessA Win/Win for Your Product: Embedding Analytics for Product Success
A Win/Win for Your Product: Embedding Analytics for Product Success
 
8 Tips to Make Data Quality an Ethos, Not a Project.
8 Tips to Make Data Quality an Ethos, Not a Project.8 Tips to Make Data Quality an Ethos, Not a Project.
8 Tips to Make Data Quality an Ethos, Not a Project.
 
nVest
nVestnVest
nVest
 
Lean Startup @ Université TOTAL 2016
Lean Startup @ Université TOTAL 2016Lean Startup @ Université TOTAL 2016
Lean Startup @ Université TOTAL 2016
 
Andy Young — Data-Driven Growth: Analytics Tools and Tips for Marketers in 20...
Andy Young — Data-Driven Growth: Analytics Tools and Tips for Marketers in 20...Andy Young — Data-Driven Growth: Analytics Tools and Tips for Marketers in 20...
Andy Young — Data-Driven Growth: Analytics Tools and Tips for Marketers in 20...
 
Analytics for Startups - 500 Startups Accelerator Marketing Hell Week
Analytics for Startups - 500 Startups Accelerator Marketing Hell WeekAnalytics for Startups - 500 Startups Accelerator Marketing Hell Week
Analytics for Startups - 500 Startups Accelerator Marketing Hell Week
 
Data Driven Growth - Amplitude London Product Analytics Summit
Data Driven Growth - Amplitude London Product Analytics SummitData Driven Growth - Amplitude London Product Analytics Summit
Data Driven Growth - Amplitude London Product Analytics Summit
 
7 Growth Lessons from Silicon Valley - and why they don't call it "Growth Hac...
7 Growth Lessons from Silicon Valley - and why they don't call it "Growth Hac...7 Growth Lessons from Silicon Valley - and why they don't call it "Growth Hac...
7 Growth Lessons from Silicon Valley - and why they don't call it "Growth Hac...
 
Digital Marketing on a Global Scale
Digital Marketing on a Global ScaleDigital Marketing on a Global Scale
Digital Marketing on a Global Scale
 
2013 12-05 data-driven innovation - fitzgerald analytics workshop at gilbane ...
2013 12-05 data-driven innovation - fitzgerald analytics workshop at gilbane ...2013 12-05 data-driven innovation - fitzgerald analytics workshop at gilbane ...
2013 12-05 data-driven innovation - fitzgerald analytics workshop at gilbane ...
 
Analytics for Startups - Dublin Web Summit 2015
Analytics for Startups - Dublin Web Summit 2015Analytics for Startups - Dublin Web Summit 2015
Analytics for Startups - Dublin Web Summit 2015
 
Mastering Analytics with SAP - Decision Inc.
Mastering Analytics with SAP - Decision Inc. Mastering Analytics with SAP - Decision Inc.
Mastering Analytics with SAP - Decision Inc.
 
BrightEdge Share15 - DM103: Channel Marketing – Digital Marketing Mix - Jenni...
BrightEdge Share15 - DM103: Channel Marketing – Digital Marketing Mix - Jenni...BrightEdge Share15 - DM103: Channel Marketing – Digital Marketing Mix - Jenni...
BrightEdge Share15 - DM103: Channel Marketing – Digital Marketing Mix - Jenni...
 

Mehr von Peter O'Neill

The Ecommerce Funnel
The Ecommerce FunnelThe Ecommerce Funnel
The Ecommerce FunnelPeter O'Neill
 
Creating website visualisation maps
Creating website visualisation mapsCreating website visualisation maps
Creating website visualisation mapsPeter O'Neill
 
My Way: Techniques & Approaches for Web Analytics
My Way: Techniques & Approaches for Web AnalyticsMy Way: Techniques & Approaches for Web Analytics
My Way: Techniques & Approaches for Web AnalyticsPeter O'Neill
 
The Digital Analytics Solution of the Future
The Digital Analytics Solution of the FutureThe Digital Analytics Solution of the Future
The Digital Analytics Solution of the FuturePeter O'Neill
 
Deep Thoughts + Opinions on Digital Analytics
Deep Thoughts + Opinions on Digital AnalyticsDeep Thoughts + Opinions on Digital Analytics
Deep Thoughts + Opinions on Digital AnalyticsPeter O'Neill
 
Introduction to SiteCatalyst ReportBuilder
Introduction to SiteCatalyst ReportBuilderIntroduction to SiteCatalyst ReportBuilder
Introduction to SiteCatalyst ReportBuilderPeter O'Neill
 
Putney Magpies 2009 Presentation Night
Putney Magpies 2009 Presentation NightPutney Magpies 2009 Presentation Night
Putney Magpies 2009 Presentation NightPeter O'Neill
 
Human Rights TV Case Study
Human Rights TV Case StudyHuman Rights TV Case Study
Human Rights TV Case StudyPeter O'Neill
 

Mehr von Peter O'Neill (8)

The Ecommerce Funnel
The Ecommerce FunnelThe Ecommerce Funnel
The Ecommerce Funnel
 
Creating website visualisation maps
Creating website visualisation mapsCreating website visualisation maps
Creating website visualisation maps
 
My Way: Techniques & Approaches for Web Analytics
My Way: Techniques & Approaches for Web AnalyticsMy Way: Techniques & Approaches for Web Analytics
My Way: Techniques & Approaches for Web Analytics
 
The Digital Analytics Solution of the Future
The Digital Analytics Solution of the FutureThe Digital Analytics Solution of the Future
The Digital Analytics Solution of the Future
 
Deep Thoughts + Opinions on Digital Analytics
Deep Thoughts + Opinions on Digital AnalyticsDeep Thoughts + Opinions on Digital Analytics
Deep Thoughts + Opinions on Digital Analytics
 
Introduction to SiteCatalyst ReportBuilder
Introduction to SiteCatalyst ReportBuilderIntroduction to SiteCatalyst ReportBuilder
Introduction to SiteCatalyst ReportBuilder
 
Putney Magpies 2009 Presentation Night
Putney Magpies 2009 Presentation NightPutney Magpies 2009 Presentation Night
Putney Magpies 2009 Presentation Night
 
Human Rights TV Case Study
Human Rights TV Case StudyHuman Rights TV Case Study
Human Rights TV Case Study
 

Kürzlich hochgeladen

Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfSourav Sikder
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato pptElizangelaSoaresdaCo
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 

Kürzlich hochgeladen (20)

Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato ppt
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
WAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdfWAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdf
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 

Breaking down the barriers to the use of digital analytics

  • 1. Breaking down the Barriers to the Use of Digital Analytics 21st Jan 2015
  • 2. G’day, I’m Peter So I am pretty busy these days… 21st Jan 2015@peter_oneillPage 2 I run an Analytics consultancy
  • 3. Current state of play for Digital Analytics  I believe we are failing the consumers of analytics data  There are impressive exceptions but in the minority Page 3 @peter_oneill 21st Jan 2015
  • 4. Barriers to the Use of Digital Analytics @peter_oneillPage 4 21st Jan 2015
  • 5. Barriers to the Use of Digital Analytics 1. Poor set-up of Analytics tools 2. Lack of analytics expertise 3. Minimal to no investment in Analytics 4. Poor perception of Analytics 5. Lack of understanding of potential with Analytics 6. No integration within business processes 7. No ownership of Analytics Page 5 21st Jan 2015@peter_oneill
  • 6. Page 6 HOW TO BREAK DOWN THESE BARRIERS 21st Jan 2015@peter_oneill
  • 7. Maturity model is a great framework <insert company name>, we have a problem @peter_oneillPage 7 21st Jan 2015
  • 8. Actions to Break down Barriers 1. Get the basics right Page 8 21st Jan 2015@peter_oneill
  • 9. Initial 3 Barriers to Overcome 1. Know what you need to know 2. Capture this information 3. Be able to access the information @peter_oneillPage 9 21st Jan 2015
  • 10. Actions to Break down Barriers 1. Get the basics right 2. Tap into the Agile movement  Continuous enhancement of tracking Page 10 21st Jan 2015@peter_oneill
  • 11. Lean Analytics & the one metric that matters  http://www.amazon.com/Lean- Analytics-Better-Startup- Faster/dp/1449335675 Page 11 21st Jan 2015@peter_oneill
  • 12. Actions to Break down Barriers 1. Get the basics right 2. Tap into the Agile movement  Continuous enhancement of tracking 3. Training throughout the organisation Page 12 21st Jan 2015@peter_oneill
  • 13. Educate people on the basics – then more  HITS – How Idiots Track Success  UVs = Users = unique browsers = inflated number  Campaign tracking is easy, attribution is hard  You can track anything e.g. Weather Page 13 21st Jan 2015@peter_oneill
  • 14. Actions to Break down Barriers 1. Get the basics right 2. Tap into the Agile movement  Continuous enhancement of tracking 3. Training throughout the organisation 4. Proof of Concept / Pilot Project Page 14 21st Jan 2015@peter_oneill
  • 15. Make mistakes with low impact Page 15 21st Jan 2015@peter_oneill
  • 16. Actions to Break down Barriers 1. Get the basics right 2. Tap into the Agile movement  Continuous enhancement of tracking 3. Training throughout the organisation 4. Proof of Concept / Pilot Project 5. Internal Champions / Case Studies Page 16 21st Jan 2015@peter_oneill
  • 17. You can’t make people use analytics Page 17  But you can get to the point where they are begging you to help them make more money… 21st Jan 2015@peter_oneill
  • 18. Actions to Break down Barriers 1. Get the basics right 2. Tap into the Agile movement  Continuous enhancement of tracking 3. Training throughout the organisation 4. Proof of Concept / Pilot Project 5. Internal Champions / Case Studies 6. Ownership Page 18 21st Jan 2015@peter_oneill
  • 19. Maturity model is a great framework @peter_oneillPage 19 21st Jan 2015  Analytics would actually finally be prioritised  E.g. the work would finally get done on time  Common situation, Analytics tracking is low priority for new website/feature/campaign launch  If this meant someone senior is fired  Or at least not paid a bonus
  • 20. Actions to Break down Barriers 1. Get the basics right 2. Tap into the Agile movement  Continuous enhancement of tracking 3. Training throughout the organisation 4. Proof of Concept / Pilot Project 5. Internal Champions / Case Studies 6. Ownership 7. Processes / Templates Page 20 21st Jan 2015@peter_oneill
  • 21. People want data?  If people want data from you, must first give you: 1. An hypothesis of what they expect to see in the data 2. The action they will take based on the data Page 21 21st Jan 2015@peter_oneill
  • 22. Actions to Break down Barriers 1. Get the basics right 2. Tap into the Agile movement  Continuous enhancement of tracking 3. Training throughout the organisation 4. Proof of Concept / Pilot Project 5. Internal Champions / Case Studies 6. Ownership 7. Reporting (yes seriously) Page 22 21st Jan 2015@peter_oneill
  • 23. Approach to Reporting  Why are we talking about reports??  So people don’t have to use analytics tools  Tell me more…  All reports are automated and anti-data pukes  So what sort of reports?  Daily Email  Live Dashboard  Daily Tactical reports  Weekly Performance dashboards  Hierarchy of Dashboards  Performance Diagnostic reports Page 23 21st Jan 2015@peter_oneill
  • 25. Hierarchy of Dashboards Executive Summary Ecommerce Top Products Availability Marketing Organic Social Media Content Landing Pages Blog Posts Performance Summary Page 25 21st Jan 2015@peter_oneill
  • 26. Diagnostic – Entry Points vs Traffic Sources  Overview of where people enter the website from each channel  Evaluate quality of each traffic source/entry  Using Bounce Rate or Conversion Rate or metric of your choice @peter_oneillPage 26 21st Jan 2015
  • 27. Business Performance Diagnostic  Identify underperforming areas  Create a list of actions with value per fix @peter_oneillPage 27 21st Jan 2015
  • 28. Actions to Break down Barriers 1. Get the basics right 2. Tap into the Agile movement  Continuous enhancement of tracking 3. Training throughout the organisation 4. Proof of Concept / Pilot Project 5. Internal Champions / Case Studies 6. Ownership 7. Reporting (yes seriously) 8. Tactical – Focus on Business Actions Page 28 21st Jan 2015@peter_oneill
  • 29. Merchandise Report A.Most popular product B.The money maker C.Something is wrong D.Another issue here E.Opportunity product, make more visible Page 29 21st Jan 2015@peter_oneill
  • 30. Content Report  Article #2 – is not actually that good  Article #11 – promote everywhere you can @peter_oneillPage 30 21st Jan 2015
  • 31. Actions to Break down Barriers 1. Get the basics right 2. Tap into the Agile movement  Continuous enhancement of tracking 3. Training throughout the organisation 4. Proof of Concept / Pilot Project 5. Internal Champions / Case Studies 6. Ownership 7. Reporting (yes seriously) 8. Tactical – Focus on Business Actions Page 31 21st Jan 2015@peter_oneill
  • 32. Which Actions should you take? Page 32 21st Jan 2015@peter_oneill
  • 33. Which Actions should you take? Page 33 21st Jan 2015@peter_oneill
  • 34. Themes behind the Recommended Actions  Analytics must impact business performance  Analytics must deliver immediate value  Analytics consumers must be excited about using information from data  Analytics consumers must be able to “see this, do that”  Minimise the initial set-up phase  Focus on one business action at a time  The “fun” part of analytics will then begin to flow… @peter_oneillPage 34 21st Jan 2015
  • 35. THANK YOU Page 35 I can be found at • peteroneill@l3analytics.com • @peter_oneill • +44 7843 617 347 • www.linkedin.com/in/peteroneill @peter_oneill 21st Jan 2015