latest copy impacting business performance with analytics
TRANSCRIPT
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Impacting Business Performance with Analytics
12th Nov 2015
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G’day, I’m Peter
This all keeps me busy…
@peter_oneill #emetricsPage 2
I run an Analytics consultancyI also organise some Analytics events
28th Oct 2015
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How do you use Digital Analytics?
@peter_oneillPage 3 #ilive2015
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To provide intelligence that informs business actions leading
to an improvement in performance for online
organisations
To provide intelligence that informs business actions leading
to an improvement in performance for online
organisations
Purpose of Digital Analytics
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Purpose of Digital AnalyticsTo be more blunt, the purpose of Digital Analytics is:1. To make your company more money2. So you get a bigger bonus/pay rise
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Photo Credit: HikingArtist.com via Compfight cc
@peter_oneill #ilive2015
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Example of Using Analytics
@peter_oneillPage 6 #ilive2015
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The Plan for TodaySet of Tips & Tricks
@peter_oneillPage 7
Photo Credit: HikingArtist.com via Compfight cc
#ilive2015
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ANALYTICS SET-UP TIPS
@peter_oneill #ilive2015
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The 1st task to get value from an Analytics toolBack away from your computer…
…what are your business questions?
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© dotmatchbox via Compfight cc
@peter_oneill #ilive2015
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Three of my learnings re tracking1. Don’t aim for perfection2. Creativity is critical (yes really)3. Your tracking solution should be aimed at the lowest common
denominator
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5 Platinum
4 Gold
3 Silver
2 Core
1 Basic
@peter_oneill #ilive2015
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Core Information Page Information
Page Naming Convention Page Type URL & Referrer
Campaign Tracking Detailed tracking for all channels
Macro Conversion Actions Directly tied to business success
Visitor Information Visitor Type Customer ID
@peter_oneillPage 11 #ilive2015
5 Platinum
4 Gold
3 Silver
2 Core
1 Basic
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Getting the Page Naming Convention right Three rules for any page naming convention
One page name per page on the website Hierarchy that groups pages in a logical manner All page names are intuitive so recognised by anyone
Example page naming convention for a retailer
#ilive2015@peter_oneillPage 12
/homepage /department/<department name> /product-list/<department name>
/<product list name> /search-results?term=<search term> /product/<department name>
/<product list name>/<product name> /error-page/<error number>-error
/checkout/cart /checkout/process/<page name> /checkout/confirmation /store-finder /store-finder/<store name> /account/<page name> /my-account/<page name> /business/<page name>
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Example of content information Title: chinas refined nickel imports rise 59 in
september Content ID: 3500554 Category: base metals Author: ellie wang Language: english Image Flag: no Video Flag: no Access Method: homepage article list Publication Date: 2015-10-26 Days since Publication: 16 Recency: recent Number of Words: 265 Length: medium
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Example of content interactions View Article Read Article
Based on time on page Based on scrolling to bottom
Comment on Article Share Article
Via Social Media View email
Print Article Add Clipping Click to view another article Sign up with website
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ANALYSIS & INSIGHTS TIPS
@peter_oneill #ilive2015
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Analysing a website funnel performance
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Business Performance Diagnostic
Identify underperforming areas Create a list of actions with value per fix
#ilive2015@peter_oneillPage 17
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Monitor negative experiences on the website Are negative website experiences an issue for you?1. Viewing 404 Error pages2. Experiencing Form Validation errors3. Returning zero results from an internal search If % Sessions that experience issues is above X%, take action
Set own limit but should be below 5%
@peter_oneillPage 18 #ilive2015
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Identify the cause of form validation errors
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Identify the cause of 404 error pages From my core tracking recommendations:1. The full URL of the page being viewed2. The referrer to this page Key use is identifying the cause of 404 error pages
URL that generated error Previous page whether off site or an internal page
@peter_oneillPage 20 #ilive2015
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Identify search terms with 0 search results Tracking required is search terms for each search and the
number of search results that are returned Get a report of search terms with ZERO search results
Fix it so people can find what they were looking for
@peter_oneillPage 21 #ilive2015
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The Perfect ReportSee this…… do that
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© Sport tactic via mind the product
@peter_oneill #ilive2015
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Merchandise Report
A.Most popular productB.The money makerC.Something is wrong
D.Another issue hereE.Opportunity product, make
more visible#ilive2015Page 23 @peter_oneill
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Content Report Remember all that
content tracking earlier?
Article #2 – is not actually that good
Article #11 – promote everywhere you can
Note these reports can also be grouped by category, author, etc
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COMPANY & PROCESS TIPS
@peter_oneill #ilive2015
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Ambition: Analytics Perfection
Cannot be achieved when access to the
analytics data/intelligence is
controlled by the few
#ilive2015Page 26 @peter_oneill
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Educate people on the basics – then more HITS – How Idiots Track Success UVs = Users = unique browsers = inflated number Campaign tracking is easy, attribution is hard You can track anything e.g. Weather
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Exposing analytics to the organisation
Analytics is not about reporting…
…but reporting is critical for analytics
#ilive2015Page 28
Executive Summary
Ecommerce
Top Products
Availability
Marketing
Organic
Social Media
Content
Landing Pages
Blog Posts
Performance
Summary
@peter_oneill
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People want data? Once you have
educated people, they should start asking questions & making requests
If people want analytics support, must first give:1. An hypothesis of what
they expect to see in the data
2. The action they will take based on the data #ilive2015Page 29 @peter_oneill
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Analytics needs to go viral Spread throughout the company For every new campaign & website
feature Success is defined KPIs are defined Targets are set Is tracked properly Performance is evaluated The business learns & improves
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Photo Credit: Postmemes.com via Compfight cc
@peter_oneill
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A Vision for the Future This is reality for some companies
@peter_oneillPage 31 #ilive2015
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THANK YOU
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I can be found at• [email protected]• @peter_oneill• +44 7843 617 347• www.linkedin.com/in/peteroneill
L3 Analytics is
Recruiting!!
@peter_oneill #ilive2015