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http://bit.ly/agile-marketing-metrics-guide \nAnalytics 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. \n\nBut 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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Presentation Transcript

“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

Previous Platforms

New Platforms

Data Points

Limited Metrics

Over 100 Metrics Available

Speed

24 hr lapse in time

Real-time Data

100s of goals, events and

variables

Goal Tracking

4 goals (contact, donation, buy, etc.)

Cookies

30 days

15 years!

Advanced Data

Segmentation

Limited to a few of the most common

segments

Unlimited options

Multiple devices, screen sizes

& mobile A/B testing

Mobile Analytics

iPhone only



“World-Class” Metrics Defined

Unaware

Aspiring

World-Class

Comprehensive

breadth & depth

Metrics Tracking

None

Sporadic

Analysis

None

Ad hoc

Recurring

Some A/B

tests

Automated

Testing & Optimization

None

Multivariate & A/B Tests

Clear, dedicated

owners

Organization

Lack of Ownership

Partial Ownership

Continuous

improvement

Culture

Intuition based

Data driven


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

SupportingMetrics

• All other awareness, engagement and conversion KPIs



What can We Optimize?

Business Value of

your Product

KPIs

• 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

Experience

Questions

• 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!


QUESTIONS?

http://bit.ly/join-the-unfunnel


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