Analytics Deep Dive:

Sharing Actionable Insights

Heather Blackmon

Director, Digital Strategy

@hblackmon

#DSD14

Sharing Actionable Insights

You know you should track analytics -

how are you turning that data into action?

@hblackmon #DSD14

Identify “Critical Few” Metrics to Share

• Map the stages of your customer journey. What are key metrics of success?

• Identify (no more than) 6 Metrics

• Obtain buy-in from all stakeholders

@hblackmon #DSD14

Identify “Critical Few” Metrics to Share

Become aware of hearing problem

Recognize need to have hearing checked

Obtain Diagnosis

Understand impact of hearing loss

Compare hearing solutions

Confirm chosen technology is suitable

Identify and compare

models

Evaluation

Surgery

AwarenessSEO, Press Coverage, Paid Search, Traditional Ads, Clinics, Direct placement ads, Display advertising, Social mentions, Sponsorships

EngagementWebsite, Email, Social Media, Online Communities, Reviews, Blog, Social mentions

AdoptionReviews, Website, Online Communities

Customer RelationshipOnline Community, Email, Website

Entice

Enter

Engage

Visits

Leads

Conversion

Gather Supporting Data

• Identify & gather supporting data

• Determine targets/goals

• Set thresholds for action (ex: 25% increase)

• Determine update frequency (daily, weekly)

Eliminate anything that doesn’t

drive an action.

Gather Supporting Data

• Dashboards to track progress & identify areas for investigation

• Required from all vendors/agencies to understand full picture (ie: search, social, etc)

• What you gather may change over time – what are you doing with the data?

Supporting data for internal team only.

Gather Supporting Data

Analyze & Determine Actions

• Analyze supporting metrics to determine insights. Ask: – What does that mean? So What?– What can you pull out of the data?

• Determine action plans around each insight– What needs to change?– Who will own it?– When will it be complete?

Communicate in Meaningful Way

• Don’t just report data, share insights & actions

• Action dashboards communicate the results & plans: One per “critical few” metric Trend Graph Key trends & insights Action Plan Impact on company

Use simple terms to communicate – remember your audience!

*Action Dashboards from Avinash Kaushkik, Web Analytics 2.0

4 Key Takeaways

1. Identify “Critical Few” Metrics

2. Gather Supporting Data

3. Analyze & Determine Actions

4. Communicate in Meaningful Way

Let’s Connect

Heather Blackmon

Director, Digital Strategy

@hblackmon

heather@cochlear.com

#DSD14