#1nlab16 - training for the long run: how to strengthen your analytics platform

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/

NOV 2-4, 2016

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