Post on 24-May-2015
Don’t get burned again
Stephanie Lummis
Senior Business Analyst
Offline and online out of sync
Not enough time
Fast, cheap and good?
Hit me
Old way
New way
Plan it right the first time
Success factors
Goals
Measurement
People
Research
Time
Risk
How can we use the web to achieve our business goals?
From goals to web strategy
Measurement
Don’t stop at clicks.
Always tie back to a conversion event.
Shiny Object Syndrome
Anti-HIPPO
People - Internal
People - External
Follow the Evidence
Talk to the People
Analyze this
Competitors
Time
Risks
Are you...
• Being swayed by internal politics?
• Doing what everyone else is doing?
• Doing it the way you’ve always done it?
• Using imperfect or incomplete data?
• Trying to re-use off-line media?
• Not asking for help?
• Expecting too quick a turnaround?
• Unable to measure your goals?
Failure to commit
Cycle of Goodness
Plan
Execute
Evaluate
Adjust
Iterate