organizing the work - analytics strategy

31
The Data-Driven, Steady Upward Course STRATEGIZE TO OPTIMIZE

Upload: james-valentine

Post on 16-Aug-2015

31 views

Category:

Data & Analytics


0 download

TRANSCRIPT

Page 1: Organizing the Work - Analytics Strategy

The Data-Driven, Steady Upward Course

STRATEGIZE TO OPTIMIZE

Page 2: Organizing the Work - Analytics Strategy

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

Page 3: Organizing the Work - Analytics Strategy

FLIGHT PLAN

• “The Challenge” • Getting started • Digital measurement

framework • Bringing it together

Page 4: Organizing the Work - Analytics Strategy

There is too much, let me sum up…

THE CHALLENGE

Page 5: Organizing the Work - Analytics Strategy

“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

Page 6: Organizing the Work - Analytics Strategy

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.”

Page 7: Organizing the Work - Analytics Strategy

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

Page 8: Organizing the Work - Analytics Strategy

USER  PERCEPTIONS

PRODUCT  PERCEPTIONS 1. See things as they really are.

Analytics, User Research, Surveys, Feedback.

Page 9: Organizing the Work - Analytics Strategy

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.

Page 10: Organizing the Work - Analytics Strategy

Getting Started

Page 11: Organizing the Work - Analytics Strategy

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.

Page 12: Organizing the Work - Analytics Strategy

WHAT ARE WE TRYING TO ACHIEVE?

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

Page 13: Organizing the Work - Analytics Strategy

(THIS IS NOT GOAL SETTING.)

Page 14: Organizing the Work - Analytics Strategy

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

WHAT ARE WE TRYING TO ACHIEVE?

Page 15: Organizing the Work - Analytics Strategy

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:

Page 16: Organizing the Work - Analytics Strategy

HOW WILL WE KNOW IF WE’VE DONE THAT?

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

Page 17: Organizing the Work - Analytics Strategy

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

Page 18: Organizing the Work - Analytics Strategy

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.

Page 19: Organizing the Work - Analytics Strategy

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.

Page 20: Organizing the Work - Analytics Strategy

WHAT DRIVES OR IMPEDES THE USER’S EXPERIENCE?

Page 21: Organizing the Work - Analytics Strategy

WHAT’S YOUR HYPOTHESIS?

Page 22: Organizing the Work - Analytics Strategy

I THINK THAT… [BELIEF]

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

Page 23: Organizing the Work - Analytics Strategy

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

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

Page 24: Organizing the Work - Analytics Strategy

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

(Incomplete Data)

Page 25: Organizing the Work - Analytics Strategy

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

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

Page 26: Organizing the Work - Analytics Strategy

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.”

Page 27: Organizing the Work - Analytics Strategy

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.”

Page 28: Organizing the Work - Analytics Strategy

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.”

Page 29: Organizing the Work - Analytics Strategy

Next Steps: Bringing It Together

Page 30: Organizing the Work - Analytics Strategy

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

Page 31: Organizing the Work - Analytics Strategy

PUBLISHING SERVICES ADVISORS

James Valentine Advisor, Conversion Rate Optimization

Questions?

@valentinejames