#1nlab16 - training for the long run: how to strengthen your analytics platform
TRANSCRIPT
NOV 2-4, 2016
Training for the Long RunHow to Strengthen Your
Analytics Platform
NOV 2-4, 2016
Cathy Lynk Mitch Diehl
We have an endless amount of data at our fingertips
Our goal is to find
CLARITYfrom the noise
If you can’t measure it,You can’t IMPROVE it.“
- Peter DruckerProcess Management Thought Leader
Identify goals
Establish key metrics
Measure results
Optimize performance
Our Analytics Framework
A Quick Poll
NOV 2-4, 2016
21
1 1
Identify Your Goals
NOV 2-4, 2016
Identify Goals // Establish Key Metrics // Measure Results // Optimize Performance
NOV 2-4, 2016
Identifying Goals: How To
§ Establish your baseline
§ Root goals in firm strategy
§ Define goals that are both actionable and measurable
NOV 2-4, 2016
Identifying Goals: Where to Start
Inputs to your analytics goals:
§ Firm Strategic Plan
§ Annual Marketing Goals
§ New Firm Initiatives
“My goal, is to run to the moon.”
Establish Key Metrics
NOV 2-4, 2016
Identify Goals // Establish Key Metrics // Measure Results // Optimize Performance
Pageviews
Google has over 400 Metrics and Dimensions available for custom reports
Average Time on Page
Bounce RateTotal Events
Unique Events
Unique Pageviews
Sessions
New VisitorsReturning Visitors
Browsers
RegionsPage Titles
Hypotheses allow you to identify which
metrics are the most meaningful
EXAMPLE
“Since our new offering was rolled out within the last quarter, visitors are unaware of its existence and thus not navigating to its page.”
EXAMPLE
“Less than 5% of Capabilities section traffic is looking at the page of our new offering.”
Unique PageviewsPage Titles
Start simple. Build Complexity.
Measure Results
NOV 2-4, 2016
Identify Goals // Establish Key Metrics // Measure Results // Optimize Performance
NOV 2-4, 2016
Hypothesis à Metrics à Dashboard
Measuring Results: A Few Tips
§ Capture data over at least a 3 month period
§ Compare data over multiple time periods
§ Analyze data across 2 dimensions at a time
§ Marry the results back to the goals you set
§ Consider any external influencers that may impact your website’s behavior
“Though you finished last, you BEAT all those who did not run.
- Cathy’s Mom
NOV 2-4, 2016
Context is Key
Bad! Below average time on page
00:02:06
/insights/
/services/
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Context is Key
Good! Office contact information is quick and easy to find
00:02:06
/insights/
/services/
Optimize Performance
NOV 2-4, 2016
Identify Goals // Establish Key Metrics // Measure Results // Optimize Performance
Identify Goals
Analytics in Action
Courtesy of Google Analytics Success Stories
• Increase sales and engagement within key geographic regions
• Unify the PUMA experience across product categories
Establish Key Metrics
Analytics in Action
Courtesy of Google Analytics Success Stories
• Event Tracking
• Traffic by Segment
• Behavior Flows
Test Version
ATest Version
BTest Version
C
Measure Results
Analytics in Action
Courtesy of Google Analytics Success Stories
• Custom filters and reports
• Comparison dashboards across segments
Test Version
C
Test Version
ATest Version
B
Optimize Performance
Analytics in Action
Courtesy of Google Analytics Success Stories
• Increase sales and engagement within
key geographic regions à
Increased site traffic by 47% in growing regions
• Unify the PUMA experience across
product categories à
Increased online orders by 7%
Wrapping Up
NOV 2-4, 2016
NOV 2-4, 2016
User research landscapeBEHAVIORAL
Source: Nielsen Norman Group
Eye-tracking
Usability Testing
Ethnographic Field Studies
Web AnalyticsA / B Testing
Concept Testing
Diary / Camera StudiesCustomer Feedback
Card Sorting
Desirability Studies
Intercept Surveys
Email Surveys
Co-creation exercises
Focus Group
Interviews
QUANTITATIVE
ATTITUDINAL
QUALITATIVE
Analytics Enables You to Ask the Right Questions
NOV 2-4, 2016
User research landscapeBEHAVIORAL
Source: Nielsen Norman Group
Eye-tracking
Usability Testing
Ethnographic Field Studies
Web Analytics
A / B Testing
Concept Testing
Diary / Camera StudiesCustomer Feedback
Card Sorting
Desirability Studies
Intercept Surveys
Email Surveys
Co-creation exercises
Focus Group
Interviews
QUANTITATIVE
ATTITUDINAL
QUALITATIVE
Supplementary Research Methods get you closer to the Right Answer
Identify ____
Establish ___ ______
Measure ______
Optimize __________
Dawn –Pass out the tests.
Identify goals
Establish key metrics
Measure results
Optimize performance
Just Kidding!But seriously,let’s review.
NOV 2-4, 2016
What Does This Mean for You?
We just redesigned our website
We are thinking about redesigning
We are already tracking website analytics
Resources
Google Analytics Academy
Nielsen Norman
One North Blog
Thank You
NOV 2-4, 2016
Training for the Long RunHow to Strengthen Your
Analytics Platform