creating a culture of analytics

Insights from Web Analytics Demystifiedwww.webanalyticsdemystified.com

Creating a Culture of Analytics

John LovettSenior Partner, Web Analytics Demystified@johnlovett

Thursday, May 27, 2010

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Lessons Learned Camping Under a Glacier

Change is constant

Micro details shape the macro picture

Culture evolves at a glacial pace

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“A blend of the values, beliefs, taboos, symbols, rituals and myths all companies develop over

time.”~ Entrepreneur

Business Culture Is:


Agenda: Creating A Culture of Analytics

Find True North

Create a Waterfall Strategy

Become a Storyteller

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FIND TRUE NORTH


True North Within the Enterprise

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Gut Feel



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Data Driven

Gut Feel



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Data Driven

Gut Feel

Traditional



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Data Driven

Gut Feel

Innovative Traditional



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Data Driven

Gut Feel


Confucianism



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Data Driven

Gut Feel


Confucianism

Darwinism


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SUCCESS IS HARD TO FIND


THERE ARE NO DIRECTIONS YOU CAN FOLLOW ...


THERE IS ONLYPEOPLE, PROCESS,AND TECHNOLOGY


Assess Your People

People are critical to analysis

Individual analysts cannot succeed alone

Analytics is a team effort

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13Flickr: le_phi72

LEADERSHIP IS ESSENTIAL


Assess Your Process

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Assess Your Process1. Who within your organization comes into contact with digital data?

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2. What sources of digital data are used for analysis and insights?

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3. Where are the pockets of digital data success or resistance within your company?

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4. When is digital data disseminated throughout your organization?

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5. Why are some digital data projects more successful than others?

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5. Why are some digital data projects more successful than others?

6. How does digital data currently affect change within your organization?

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Instill a Test & Learn Practice

OrganizeHypothesizeSummarizeProselytize

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Assess Your Technology

Simple presentation tools Flexible data repositories Powerful data manipulation environment Rich analytical modeling capabilities

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Beware the Wobbly Technology Stack

Flickr: escher


Recognize Your Capabilities

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Social Analytics

Visitor Scope of Insight Session

Quan4ta4ve Type of Data Qualita4ve

Web Analytics

CustomerExperience

Mgt

Voice of Customer

Integrated View of Visitor Behavior


True North Ain’t Always Pretty

Take a realistic assessment of your company

Identify levers that trigger change

Understand your measurement capabilities

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CREATE A WATERFALL STRATEGY


The Waterfall Strategy

Corporate Goals

Business Objectives

Measures of Success

Operational Tactics

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The Waterfall Strategy: Goals

Corporate Goals = Vision

Understand, embrace and support Socialize goals widely Leverage motivating factors

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The Waterfall Strategy: Objectives

Business Objectives = Strategy

Foster Dialog Promote Advocacy Facilitate Support Spur Innovation

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The Waterfall Strategy: Measures

Measures of Success = Management

Key Performance Indicators… Provide context Set expectations Mandate actions

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The Waterfall Strategy

Operational Tactics = Execution

Specific campaigns Channel preferences Closed loop feedback

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A Social Marketing Example...

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Goal

Objective

Measures

Tactics



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Goal

Objective

Measures

Tactics

Increase Awareness



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Goal

Objective

Measures

Tactics

Foster Dialog!

Increase Awareness



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Goal

Objective

Measures

Tactics

Share

of Voice!

Foster Dialog!

Increase Awareness



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Goal

Objective

Measures

Tactics

Share

of Voice!

Foster Dialog!

Audience Engage-

ment!

Increase Awareness



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Goal

Objective

Measures

Tactics

Share

of Voice!

Foster Dialog!

Audience Engage-

ment!

Conversa-

tion Reach!

Increase Awareness


SOCIAL BRANDING

• http://www.youtube.com/watch?v=am1PlnbWHAY

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http://www.youtube.com/watch?v=am1PlnbWHAY




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USE A MEASUREMENT FRAMEWORK

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THE FRAMEWORK BEGINS WITH GOALS

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...FROM GOALS STEM OBJECTIVES

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...THEN MEASURES OF SUCCESS

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TACTICS...


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A Waterfall Strategy Carries Ideas...

Facilitates collaboration with multiple stakeholders

Sets expectations and mandates actions

Introduces process amid potential chaos

Places efforts in business context

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BECOME A STORYTELLER


Cultures Are Built Upon Stories

Master the art of good storytelling

Support stories with evidence and facts

Celebrate successes by sharing stories

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Elements of a Good Story...

A good story: begins with a strong dilemma... that builds to a crisis... which forces a decision and action... leading to a resolution... by the protagonist.

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- dilemma...- crisis...- decision...- resolution...- Hero.

Flickr: gjik


Just the Facts Please

“In God we trust. All others bring data.”

~W. Edwards Deming

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The Devil’s in the Details

Offer “appetizer” information

Avoid hieroglyphics

Understand your organization’s hierarchy of needs

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The Analytical Hierarchy of Needs

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Insights

Informa4on

Data

Recommenda4ons


Celebrate Success

Create internal heroes and legends

Showcase capabilities through storytelling

Offer plentiful opportunities to learn

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45Flickr: cotmweasel


What’s Your Story?

Make it familiar

Ensure it’s meaningful

Tell it with conviction

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Building a Culture of Analytics

Find true north

Create a waterfall strategy

Become a storyteller

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Want To Learn More?

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Insights from Web Analytics Demystifiedwww.webanalyticsdemystified.com

John Lovett, CWASenior Partner, Web Analytics [email protected](603) 262-5636 or @johnlovett


mailto:[email protected]

mailto:[email protected]

creating a culture of analytics

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