digital analytics checkup: how to evaluate the impact of your web analytics data
TRANSCRIPT
Digital Analytics Checkup:
How to evaluate the impact of your
web analytics data
Speakers:
Jim Sterne, Founder, Digital Analytics Association and eMetrics Summit
Jenny Elliott, Senior Manager of Digital Analytics, CrossView
Tuesday, August 19, 2014 1:00 EDT, (10:00 PDT)
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Today’s Presenters
Jim Sterne, Founder, Digital Analytics
Association and eMetrics Summit
Jenny Elliott, Senior Manager,
Digital Analytics, CrossView
Digital Analytics Checkup
About Me
Bits & Bytes
Information
Insight
About Big Data
About You
About Me
About Me
About Me
About Me
Information
Information
Insight
About Big Data
About Big Data
About Big Data
About Big Data
Volume
Variety
Velocity
Big DataDemographic Data
Psychographic Data
Direct Marketing Metrics
Marketplace Data
CRM & SFA Data
Call Center Data
Web Analytics
Ad Networks
Social Media
Mobile
About Big Data
Volume
Variety
Velocity
Big Data MapReduce
Hadoop
About Big Data
Volume
Variety
Velocity
Big Data MapReduce
Hadoop
About You
Data Scientist
Insight Consumer
http://www.perceptualedge.com/blog/?p=820
About YouAbout You
Data Scientist
Insight Consumer
Data Detective
Imagination is more important than knowledge
Albert Einstein
About YouAbout You
Data Detective
Understand the Raw Material
Understand the Tools
Understand the Problem to be Solved
Understand the Art of Analysis
Understand the Art of Communication
Understand the Raw Material
Valid
Credible
Reliable
Consistent
Clean
Unbiased
Defined
Relevant
Correlate-able
Understandable
Complete
Timely
(Data)
Understand the
Problem to be Solved
The Only Business Goals:
Raise Revenue
Lower Costs
Increase Customer Satisfaction
Understand the Art of Analysis
The most exciting phrase
that heralds new discoveries,
is not Eureka! (I found it)
but: Hmmm, that's funny
- Isaac Asimov
Understand the Art of Analysis
The most exciting phrase
that heralds new discoveries,
is not Eureka! (I found it)
but: Hmmm, that's funny
- Isaac Asimov
Do not use statistics
as a drunken man uses lamp-posts –
for support rather than for
illumination
- Andrew Lang
Understand the Art of Analysis
The most exciting phrase
that heralds new discoveries,
is not Eureka! (I found it)
but: Hmmm, that's funny
- Isaac Asimov
Do not use statistics
as a drunken man uses lamp-posts –
for support rather than for illumination
- Andrew Lang
All models are wrong
some models are useful
- George Box
Understand the Art of Analysis
The most exciting phrase
that heralds new discoveries,
is not Eureka! (I found it)
but: Hmmm, that's funny
- Isaac Asimov
Do not use statistics
as a drunken man uses lamp-posts –
for support rather than for illumination
- Andrew Lang
All models are wrong
some models are useful
- George Box
Correlation is not causation
Understand the Art of Analysis
It’s not about having the best reports
It’s about having the best questions
Understand the Art of
Communication
Tell stories instead of delivering reports
Leave off the sausage making details
Tie everything to the bottom line
Help individuals achieve their goals
Have an opinion
About You
Your opinion is your contribution
informed^ ^
based on data
Polling question– place holder
If your is data not driving action, what is the most frequent culprit?
> There is just too much data, too much noise to sift through
> Lack of expertise to understand what to do next
> Lack of time, we only have just enough bandwidth to get reports out
each week
> We don't trust the data
What Do We Mean by Impact?
Accuracy is Assumed (today only)
I
Accuracy
Let’s Stop Going to the “Well…”
Traffic is Up!
Or is it…
Tie Visitors to Devices
Available Solutions:
• Device Mapping
• Universal Visitor Cookie
• CRM
Multiple Sites Multiplying Visitors
Tie Visitors Across Domains
Cross-domain tracking is easier than ever through
your web analytics tool
Tag Management is the First Step
Tie Visitors Across Touch Points
Advantages of using your Tag Management System to
segment visitors:
• Single source
• Clean data
• Sees the entire ecosystem
• Improved efficiency
“We are witnessing the emergence of the digital data
distribution platform.” Forrester, The Evolution of Tag
Management, June 2013
Final Thoughts
For data collected to drive action, the team must focus on
building a complete picture of each individual visitor
