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See This, Do That Analytics. 21 st Jan 2014. Who am I?. G’day , I’m Peter... Founder of L3 Analytics, London based Digital Analytics Consultancy Also Founder of MeasureCamp, Co-Founder of MeasureBowling & Chair at eMetrics London

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Presentation Transcript
who am i
Who am I?
  • G’day, I’m Peter...
  • Founder of L3 Analytics, London based Digital Analytics Consultancy
  • Also Founder of MeasureCamp, Co-Founder of MeasureBowling & Chair at eMetrics London
  • Currently nominated for DAA Rising Star in case anyone here has a vote…

@peter_oneill

current state of play for digital analytics
Current state of play for Digital Analytics
  • I believe we are failing the users of analytics data
  • There are impressive exceptions but in the minority

@peter_oneill

an example of success with analytics
An example of success with analytics
  • Identify a problem area
  • Collect the necessary data for insights
  • Use that data to resolve the problem
    • (one off or ongoing)
  • My favourite talk from eMetrics London 2013

@peter_oneill

a bit of a light bulb moment
A bit of a light bulb moment
  • This helped solidify my thinking
  • I believe we need to change our focus
  • Originally we asked – what data do you need?
  • We evolve – What are your business questions?
  • Now I think the question should be:

What actions can you take?

    • What insights do you need to inform those actions?
    • What data do we need to provide those insights?
    • How can we give you the insights you need in a way that you can act upon them?

@peter_oneill

see this do that analytics1
See This, Do That Analytics
  • Providing people with the insights they need to help them in tasks they are performing
  • Answers for the real world
  • My vision with this
    • We need to go back to basics
    • We need to make analytics useful to everyone
    • We need people to believe in analytics

@peter_oneill

see this do that analytics a definition
See This, Do That Analytics – a Definition
  • It is for users of analytics data, not analysts
  • It is not another way of saying real time data
  • It is tool agnostic and it is data source agnostic
  • Users request the report
    • Whatever format
    • Automated, not via an analyst ideally
  • They have necessary training to interpret the report
    • Although reports are designed to require as little interpretation as possible
  • They are able to act immediately upon insights
  • Hence “see this, do that…”
examples of actions people take
Examples of actions people take
  • Fix broken links
  • Promote product/content on social media
  • Feature product/content on homepage
  • Feature product/content on navigation pages
  • Adjust a product’s description, price, image
  • Adjust a content piece’s heading, image

This will vary by sector, by company, by role

@peter_oneill

example 1 fixing 404 error pages
Example 1 – Fixing 404 Error Pages
  • Set up required tracking
    • URLs & referrers for 404 error pages
    • Any tool, any method
  • Create custom reports
  • List all URLs resulting in 404 error pages
  • List all referrers leading to 404 error pages
  • Cross reference the URLs and referrers
  • Sort in priority order, hunt down & fix problems
  • Otherwise known as See This, Do That
example 2 merchandise report
Example 2 – Merchandise Report
  • Most popular product
  • The money maker
  • Something is wrong
  • Another issue here
  • Opportunity product, make more visible

@peter_oneill

example 3 top content report
Example 3 – Top Content Report
  • Imagine if you could filter on business action!!

@peter_oneill

can we do this now with our analytics tools
Can we do this now with our Analytics tools
  • The Web Analytics tools we use don’t seem to handle real world problems very well
  • Chartbeat has made steps in the right direction but is limited
  • Google/Adobe Analytics have custom reports but I am unconvinced for use by non analysts
  • Visual Revenue was built around this idea
  • Short/medium term solution
    • Do anything you can to provide the end users with the data they need to take actions

@peter_oneill

what i will be doing this year
What I will be doing this year
  • I want my clients to be excited about analytics
  • I want them open to the possibilities
  • I want them using analytics themselves
  • My starting point
    • No longer aiming for the perfect implementation
    • It will not be all about the big list of recommendations
    • Instead – must add immediate value
    • They must be able to take actions based on the data
  • I can do all of the other fun stuff second…
  • But a “See This Do That” approach for an immediate impact must be the first step

@peter_oneill

thank you
Thank you
  • I can be found at
  • peteroneill@l3analytics.com
  • @peter_oneill
  • +44 7843 617 347
  • www.linkedin.com/in/peteroneill

@peter_oneill