This presentation describes a process that marketers and marketing analysts can implement to enable their organizations to become more data-driven. It describes the fundamental differences between performance measurement and hypothesis validation, and then describes a framework/process to "A.D.A.P.T. to Act and Learn" (Align, Discover hypotheses, Assess hypotheses, Prioritize hypotheses, Test hypotheses, Act on the results and Learn for the future).
11. @tgwilson | bit.ly/webprocess
Align on goals and KPIs
Discover hypotheses across the company
Assess the hypotheses and your approach
Prioritize the hypotheses
Test the highest priority hypotheses
Act on the results
Learn for the future
12. @tgwilson | bit.ly/webprocess
Align on goals and KPIs
Discover hypotheses across the company
Assess the hypotheses and your approach
Prioritize the hypotheses
Test the highest priority hypotheses
Act on the results
Learn for the future
27. @tgwilson | bit.ly/webprocess
Align on goals and KPIs
Discover hypotheses across the company
Assess the hypotheses and your approach
Prioritize the hypotheses
Test the highest priority hypotheses
Act on the results
Learn for the future
34. @tgwilson | bit.ly/webprocess
What we say to marketers
“What is your
hypothesis?”
What they hear
“I’m dragging you back
to the high school
science class you
hated.”
35. @tgwilson | bit.ly/webprocess
What we say to marketers
“What is your
hypothesis?”
What they hear
“I’m dragging you back
to the high school
science class you
hated.”
37. @tgwilson | bit.ly/webprocess
Each idea can be
added to a
hypothesis library.
Google Spreadsheet
Excel
uservoice.com
Sharepoint
Lotus Notes
Jira
38. @tgwilson | bit.ly/webprocess
Align on goals and KPIs
Discover hypotheses across the company
Assess the hypotheses and your approach
Prioritize the hypotheses
Test the highest priority hypotheses
Act on the results
Learn for the future
43. @tgwilson | bit.ly/webprocess
If I am right, I will…
[take some action]
I believe that…
[some idea]
To test this, I will…
[tool/technology/approach]
44. @tgwilson | bit.ly/webprocess
Web Analytics
Voice of the Customer
A/B (and MV) Testing
Usability Testing
Email Surveys
Social Media Analytics
Focus Groups
Secondary Research
What’s in your
company’s toolbelt?
45. @tgwilson | bit.ly/webprocess
Align on goals and KPIs
Discover hypotheses across the company
Assess the hypotheses and your approach
Prioritize the hypotheses
Test the highest priority hypotheses
Act on the results
Learn for the future
48. @tgwilson | bit.ly/webprocess
Likelihood belief is right
Likelihood change would occur
Likely scale of impact
Alignment w/ business goals
Effort to test (approach)
M LH
M LH
M LH
M LH
M LH
49. @tgwilson | bit.ly/webprocess
Align on goals and KPIs
Discover hypotheses across the company
Assess the hypotheses and your approach
Prioritize the hypotheses
Test the highest priority hypotheses
Act on the results
Learn for the future
51. @tgwilson | bit.ly/webprocess
Align on goals and KPIs
Discover hypotheses across the company
Assess the hypotheses and your approach
Prioritize the hypotheses
Test the highest priority hypotheses
Act on the results
Learn for the future
55. @tgwilson | bit.ly/webprocess
Align on goals and KPIs
Discover hypotheses across the company
Assess the hypotheses and your approach
Prioritize the hypotheses
Test the highest priority hypotheses
Act on the results
Learn for the future
57. @tgwilson | bit.ly/webprocess
Hypothesis tested Action taken
Hypothesis tested No action warranted
Hypothesis tested No action warranted
Hypothesis tested Action taken
Hypothesis tested No action warranted
Hypothesis tested Action taken
Hypothesis tested No action warranted
Hypothesis tested Action taken
Deeper learning
Deeper learning
Deeper learning
58. @tgwilson | bit.ly/webprocess
Monthly/Quarterly Review
Hypotheses
Submitted
Hypotheses
Validated
Action
Taken
Results
Achieved
Deeper
Learning
I believe...
If I am right... ✓ ✓ ✓ ✓
I believe...
If I am right... ✓
I believe...
If I am right...
I believe...
If I am right... ✓ ✓ ✓
I believe...
If I am right... ✓ ✓
I believe...
If I am right... ✓ ✓
I believe...
If I am right...
I believe...
If I am right... ✓ ✓
I believe...
If I am right...
61. @tgwilson | bit.ly/webprocess
Align on goals and KPIs
Discover hypotheses across the company
Assess the hypotheses and your approach
Prioritize the hypotheses
Test the highest priority hypotheses
Act on the results
Learn for the future
62. @tgwilson | bit.ly/webprocess
THANK YOU!
bit.ly/webprocess
This presentation
1-Page Guide: Getting to Great KPIs
Performance Measurement Planning Template
Hypothesis Library Template
“Approach options” Self-Audit Template
Recommended reading on effective communication of
analytics results
63. Insights from Web Analytics Demystified
www.webanalyticsdemystified.com
Partner, Web Analytics Demystified
tim.wilson@webanalyticsdemystified.com
(512) 431-8502 or @tgwilson
TIM WILSON