MeasureCampLost in Translation –

Understanding Your Business Audience

hosted by:James Gurd, Owner, Digital

Juggler@jamesgurd

digitaljuggler.com

Image: cartoonstock.com

I said “Do you speak-a my language?” The barriers of

misunderstanding: Not asking the right

questions (to understand why the project sponsor is initiating the project and what outcomes they want to achieve).

Not understanding the motivations of the target audience (or not being able to fully understand the pressures they are under).

Not being able to translate knowledge and expertise into easily digestible conclusions and recommendations.

Great expectationsWho is your Client? What are their expectations?

Realistic (within scope)? What do they know about web

analytics? Do they know the relationship: web

analytics/VoC/testing/optimisation? What is their experience of

structured analysis? Where are their knowledge gaps? Do they really know what they

want? Is there a clear brief?

OR

(Nudity optional)

• Don’t have time to do the work directly.

• Teams are busy on other projects.

• Time pressures to make effective business decisions.

Time

• Finite budget.• Insufficient in-house skills.• Need proactive reliable

partners to help take ownership of the project.

Resource

• Investment must deliver an ROI.

• Output has to be practical and useful.

• Must demonstrate achievement to the Board.

Results

Understanding the pressures of the business audience

“Wow, I’ve found so much amazing

stuff, my work is sh&t hot!”

“I have no idea what any of this

means or what you want me to do with

it!”

Mars

VenusIt’s aluminium, not aluminum!

=FAIL

Clear & concise recommendations

Section Recommendation Business benefit Priority Difficulty

3.1 Review and fix/redirect broken links

Gain authority on links and potentially increases rankings. Medium Easy

3.2 Implement HTML Sitemap Better crawling of site helps get all content indexed. Low Medium

3.3 Implement XML Sitemap Better crawling of site helps get all content indexed. Medium Complex

3.4 Separate video content onto different pages

Allows Additional keywords to be optimised, as well as provides a great area to link to.

Low Medium

3.5 Updating 302 redirectsImmediately strengthens the site, potentially see an upward movement in rankings.

High Low

4.1 Duplicated pagesStops the site from getting hurt from duplicate content, thus may see an upward movement in rankings.

High Medium

4.2 Duplicated URLs from parameters

Stops the site from getting hurt from duplicate content, thus may see an upward movement in rankings.

High Medium

5.1 Page load speed Better crawling of site helps get all content indexed. Low Medium

5.2 Using H1 tags for headingsImproves Keyword targeting – not immediate ranking factor, but best practice.

Low Low

5.3 Updating meta descriptionsIncreases chances of getting good click through rate from SERPs – may lead to increased traffic.

Medium Medium

5.4 Category Page FiltersStops the site from getting hurt from duplicate content, thus may see an upward movement in rankings.

Medium Complex

OR

What business challenge is being analysed?

Problem/Issue

What data did you evaluate and what process did you follow to investigate this issue and interpret the data?

Analysis

What action(s) does the business need to take and what are the implications of these actions?

Conclusion/Recommendation

Presenting data: actionable insight

Key take-away thoughts Ask the right questions upfront. Find out who you need to influence

– what do they really want? Understand the commercial drivers

for the project. Define clear scope & goals. Relate your output back to these

goals – is the information relevant? Start with the

conclusions/recommendations then work back to the detail if required.

Don’t undo good work with poor presentation.

Worth reading “Data That Persuades”: ht.ly/dhy8m

….for the perfect union

You data beast. That’s the best

analysis I’ve ever had

Thank Youhosted by:

James Gurd, Owner, Digital Juggler

@jamesgurddigitaljuggler.com