http://bit.ly/agile-marketing-metrics-guide Analytics vs. Measurement: A topic near every marketer's heart - and its rate. Some love it, some hate it, but we all know measuring success is the only way to improve your changes at it. But too often, big enterprise falls short. KPIs reporting and tactical optimization become the primary focus when that should just be the beginning of the roadmap.
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“Analytics without plans for decision-
making is a waste of time.”
- Tom Davenport
WEB ANALYTICS ROADMAP
Optimization + Speed + Alignment
The Roadmap – a Macro View
New Reporting Opportunities
Over 100 Metrics Available
24 hr lapse in time
100s of goals, events and
4 goals (contact, donation, buy, etc.)
Limited to a few of the most common
Multiple devices, screen sizes
& mobile A/B testing
Analytical Maturity of the Enterprise
“World-Class” Metrics Defined
breadth & depth
Testing & Optimization
Multivariate & A/B Tests
Lack of Ownership
Analytics Roadmap to Being “World-Class”
• Based on development partner business goals
• Positive customer online experience
Overall Business Strategy
• Short Term: Training, Alerts, Actionable Dashboards
• Long Term: Forecasting and Predictive Modeling
Goals and Objectives
• Clear goals and objectives, cross-division teamwork
• Campaign tagging standards and templates
Key Business Drivers
• Consistent and proactive metric reporting with targets
• Daily web site monitoring and quarterly analysis
Key Performance Indicators
• All other awareness, engagement and conversion KPIs
Team Goals & Metrics Alignment
What can We Optimize?
Business Value of
• Conversion Rates
• Visit-to-Lead %
• New vs. Repeat Visitors
• Social Shares
• Paid & Organic Visitors
• Lead-to-Customer %
• Donations by Segment
Value of the Overall Customer
• How easy is the site to use?
• Does functionality meet my needs?
• Does the functionality work?
• Do the pages load fast enough?
• Is the site up when I want to use it?
• Did they respond to my feedback?
• How did they find the site? Is it relevant?
Dashboards – Best Practices
1. Iterative Development Process–Take small, repetitious steps
2. Maintain Control– Web analyst group oversees, creates standards and analysis
3. Keep it Simple– High-level charts and graphs and drill-down to see more detail
4. Set and Measure Goals– Define the goals and add them to the dashboard
5. Integrate Financial Information– Include the spend and expected return
6. Start with the End in Mind– Create dashboard on paper first - then find the data
7. Use Alerts to Push info to Peers– People are busy, keep it top of mind!