converge 2014: digital analytics - getting leadership buy-in - thayer
DESCRIPTION
Converge 2014: BREAKOUT SESSION 2B (DAVIDSON) Digital Analytics - Getting Leadership Buy-in SHELBY THAYER Everyone knows that digital analytics can help optimize websites and show the effectiveness of marketing campaigns. To do this efficiently and effectively takes resources—time, money, and people—but, more often than not, we just can't seem to make the case to get those resources. So, how do we get leadership buy-in? KEY TAKEAWAYS: Know when to ask for resources Tell stories with their data Get leadership buy-in to get the resources they needTRANSCRIPT
Getting Leadership Buy-InFor Digital Analytics
Shelby ThayerDirector of Web Strategy and CRM
Penn State Outreach and Online Education
Why are we here?
Get buy-in for digital analytics
Get buy-in for dedicated resources
Image courtesy of sattva at FreeDigitalPhotos.net
The Case for Digital Analytics
Digital Analytics?
In March 2012 the Web Analytics Association (WAA) officially changed its name to the Digital Analytics Association (DAA).
As more digital data streams became available, the responsibilities of the analyst broadened and the term “web analytics” became known as the study of data collected exclusively on websites. .
The Board of Directors chose to change the name to the Digital Analytics Association in 2011 to account for the analyst's changing role of weaving together data from multiple sources and channels.
From digitalanalyticsassociation.org/about
Optimization of your Website
Effectiveness of Marketing Efforts
Not Just Google Analytics
Traditional web analytics
Usability testing
A/B testing
Customer feedback
Benchmarking
CRM
Not Just Google Analytics
Traditional web analytics
Google Analytics
Adobe Analytics
Webtrends
IBM Coremetrics
Kissmetrics
Mixpanel
Bulk Email System
Not Just Google Analytics
Traditional web analytics
Usability testing
A/B testing
User surveys
Benchmarking
usertesting.com
Usabilla
loop11
Five Second Test
Not Just Google Analytics
Traditional web analytics
Usability testing
A/B testing
User surveys
Benchmarking
Content Experiments
Optimizely
Visual Website Optimizer
Not Just Google Analytics
Traditional web analytics
Usability testing
A/B testing
Customer Feedback
Benchmarking
iPerceptions (including 4Q)
Google Consumer Surveys
Foresee
OpinionLab
QuestionPro
Not Just Google Analytics
Traditional web analytics
Usability testing
A/B testing
Customer Satisfaction
Benchmarking
So … let's get started.
Get Trained
• Google Support has an excellent GA walk-through.• Blogs
• Avinash Kaushik (kaushik.net/avinash/)• Brian Clifton (advanced-web-metrics.com/blog/)• Justin Cutroni (cutroni.com)• Annie Cushing (annielytics.com)• Vendor and Industry blogs (Converge
Consulting, Kissmetrics, Search Engine Land, Search Engine Land, Search Engine Watch, Crazy Egg, LunaMetrics, GA Blog…)
Get Trained
• Professional Development $$? • Tons of Google Analytics training
consultants• Google Analytics IQ test• Paid Google Analytics training classes• Paid Digital Analytics training classes
Start building a case…
Why should leadership care?Show them why they should buy into digital
analytics.• Reporting and dashboards*• Answers to ad hoc questions. • Tell a story whenever possible.
Image courtesy of stockimages at FreeDigitalPhotos.net
Start small. *Have conversations.
Routine reporting and dashboards
• Talk about goals and KPIs (get leadership involved)
• Reporting and dashboards are great, but always comment and insert your insights.
• When possible - tell a story.• Get as close to customer data as possible.
Although traffic dips on weekends, if you segment for our audience (new, external visitors), traffic actually increases on certain weekends.
Weekend traffic spikes when there are home football games.
Should we float some other campus events for this audience?
Although traffic dips on weekends, if you segment for our audience (new, external visitors), traffic actually increases on certain weekends.
Weekend traffic spikes when there are home football games.
Should we float some other campus events for this audience?
Segments
Although traffic dips on weekends, if you segment for our audience (new, external visitors), traffic actually increases on certain weekends.
Weekend traffic spikes when there are home football games.
Should we float some other campus events for this audience?
Segments
What’s Happening?
Although traffic dips on weekends, if you segment for our audience (new, external visitors), traffic actually increases on certain weekends.
Weekend traffic spikes when there are home football games.
Should we float some other campus events for this audience?
Segments
What’s Happening?
Insights and Recommenda-tions
Ad Hoc Questions
"I saw this ad on Google. How much did that cost?"
"Why do/don't we do [that]?"
Why don't we call it "student aid" on the website? That's what the office is called at our school.
Financial Aid or Student Aid?
Internal Site Search
73% of people who searched related terms used "financial aid" or similar terminology.
27% of people who search related terms used
"student aid" or similar terminology.
Financial Aid or Student Aid?
Internal Site Search - new, external users
87% of people who searched related terms used "financial aid" or similar terminology.
13% of people who search related terms used
"student aid" or similar terminology.
Be a TeacherHow does campaign tracking work?
How do we know where traffic comes from?
How does credit get attributed?
Involve them in benchmarking projects.
Show them people struggling on your site.
Be part of the solution.
Image courtesy of Ken Teegardin at www.SeniorLiving.Org
Show, don't tell
Make a case for a resource.
Now that you've shown leadership the benefits of digital analytics, now it’s time to make the case for someone to actually dedicate time and energy into your digital analytics process.
Image courtesy of imagerymajestic at FreeDigitalPhotos.net
Google Analytics
Don't bring the puppy home and walk away!
• Plug-ins (data quality)• Cookie conflicts• Is a "user" really a person? • Attribution• Knowing when something seems … off• Take the time to dig deeper
north swansey, nh
google earth satellite image
76 rutherford ave
179 simms rd
-84.15198 35.15198
earth imagery
map of peloponnisos
Make a case for a resource.
Track your time - document how much of your time goes into doing it right.
Write down each project or task that needs to be done and specify the benefit of each one.
Show the outcome of lack of resources.
Show the range of digital analytics.
Marketing campaign effectivenessContent analysisSocial media analyticsSearch trendsUsability testingOnline surveysEmail analyticsVideo analysisA/B and multivariate testing
Have a plan before you hire…
What are the strengths of the current team?
What are the weaknesses of the team (be realistic!)? Hire to fill that gap.
Get a consultant if you can - but manage the relationship very closely.
Think about getting an audit of your current implementation. Audit again at least once a year.
Qualities to look for …
Technically savvy - cookies, methodology, javascript experience (a huge plus)
Marketing expertise - business savvy, digital marketing background, understands how campaign tracking works
Needs to dig deeper – needs to figure things out
Customer experience obsessed - cares about your audience
Great communicator and presenter - knows how to tell a story
Passion for the subject - his/her passion is contagious
Diplomacy - can share insights without being condescending - always comes with options for solutions
http://www.kaushik.net/avinash/i-wish-i-had-known-that-digital-web-analytics/
Awesome blog post about what it takes to be a good digital ana-lyst.
Summary
• Putting in the hours up front is necessary.• Digital Analytics is huge – don't just use GA!• Tell a story to leadership – think about it from their point of view – what's in it for them?
• Track your time and effort. • Show the range of digital analytics• Plan before you hire.
