organizing the work - analytics strategy

The Data-Driven, Steady Upward Course

STRATEGIZE TO OPTIMIZE

PUBLISHING SERVICES ADVISORS

Conversion Rate Optimization Publishing Services Department

@valentinejames

• Public Relations/Visual Media (’12) • Cluster: Economic Research

• Content Manager for LDS.org • Product Manager, Analytics • Advisor, Conversion Rate

Optimization • Masters in Strategic

Communication from Westminster College

FLIGHT PLAN

• “The Challenge” • Getting started • Digital measurement

framework • Bringing it together

There is too much, let me sum up…

THE CHALLENGE

“The cause of marketplace failure is two-sided, with (1) consumers systematically undervaluing and (2) firms systematically overvaluing the firm’s innovation relative to what an objective analysis would suggest.”

JOHN GOURVILLE, HBS

JOHN GOURVILLE, HBS

“The cause of marketplace failure is two-sided, with (1) consumers systematically undervaluing and (2) firms systematically overvaluing the firm’s innovation relative to what an objective analysis would suggest.”

JOHN GOURVILLE, HBS

“The cause of marketplace failure is two-sided, with (1) consumers systematically undervaluing and (2) firms systematically overvaluing the firm’s innovation relative to what an objective analysis would suggest.”USER  

PERCEPTIONS

PRODUCT  PERCEPTIONS

USER  PERCEPTIONS

PRODUCT  PERCEPTIONS 1. See things as they really are.

Analytics, User Research, Surveys, Feedback.

USER  PERCEPTIONS

PRODUCT  PERCEPTIONS 1. See things as they really are.

2. Help users see it that way.

Analytics, User Research, Surveys, Feedback.

A/B testing, SEO, marketing, user experience.

Getting Started

What are we trying to achieve?

How will we know if we’ve done that?

1. See things as they really are.Analytics, User Research, Surveys, Feedback.

WHAT ARE WE TRYING TO ACHIEVE?

Nothing really happens because of analytics until you start setting goals and expectations around performance.

(THIS IS NOT GOAL SETTING.)

Deliverables: • Goals or Targets • Audience Segments • Research Questions

WHAT ARE WE TRYING TO ACHIEVE?

HOW WILL WE KNOW IF WE’VE DONE THAT? When performance is measured,

performance improves. When performance is measured and reported, the rate of improvement accelerates"

THOMAS S. MONSON:

HOW WILL WE KNOW IF WE’VE DONE THAT?

Deliverables: • Key Indicators • Custom Reports • Conversion Funnels • Heatmaps • Dashboards

Dashboarding Pet Peeves • Vanity metrics • Dejá Poo • Pie charts • Where’s the beef? • Overshare

Dashboarding Fung Shui • Use segments, funnels and ratios • If it doesn’t change, don’t report it. • Trends show context • Analysis = report + recommendation • Dashboard at the rate of decision

making.

What do we think drives or impedes the users’ experience?

How will we know if we’re right or not?

2. Help users see it that way.A/B testing, SEO, marketing, user experience.

WHAT DRIVES OR IMPEDES THE USER’S EXPERIENCE?

WHAT’S YOUR HYPOTHESIS?

I THINK THAT… [BELIEF]

IF I’M RIGHT, THEN … [ANTICIPATED RESULT]

WHAT DRIVES OR IMPEDES THE USER’S EXPERIENCE? Deliverables:

• Hypothesis Library • A/B testing ideas • Paid/SEO/social strategy • True-intent studies

HOW WILL WE KNOW IF WE’RE RIGHT OR NOT?

(Incomplete Data)

HOW WILL WE KNOW IF WE’RE RIGHT OR NOT? Deliverables:

• Test/campaign results • Research plans • Cost per engagement metrics • Return on investment • Scorecards

USER  PERCEPTIONS

PRODUCT  PERCEPTIONS

“The cause of marketplace failure is two-sided, with (1) consumers systematically undervaluing and (2) firms systematically overvaluing the firm’s innovation relative to what an objective analysis would suggest.”

USER  PERCEPTIONS

PRODUCT  PERCEPTIONS

“The cause of marketplace failure is two-sided, with (1) consumers systematically undervaluing and (2) firms systematically overvaluing the firm’s innovation relative to what an objective analysis would suggest.”

USER  PERCEPTIONS

PRODUCT  PERCEPTIONS

“The cause of marketplace failure is two-sided, with (1) consumers systematically undervaluing and (2) firms systematically overvaluing the firm’s innovation relative to what an objective analysis would suggest.”

Next Steps: Bringing It Together

What do we think drives or impedes the users’ experience?

How will we know if we’re right or not?

What are we trying to achieve?

How will we know if we’ve done that?

GOALS

KEY INDICATORS

ACTION ITEMS

PLAN OF ATTACK

PUBLISHING SERVICES ADVISORS

James Valentine Advisor, Conversion Rate Optimization

Questions?

@valentinejames