Business action orientated analytics

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Business Action Orientated Analytics 18 th June 2014

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Peter's presentation from emetrics Chicago. The presentation was born from his constant struggle to get companies to achieve the success from Digital Analytics that it can provide. He told stories of his failures to produce the desired results and the new approach that has evolved as a result. Understand why a focus on the end users of analytics data and the business actions they already take every day will lead to continuous improvements in business performance.

Transcript of Business action orientated analytics

  • Business Action Orientated Analytics 18th June 2014
  • Gday, Im Peter Page 2 18th June [email protected]_oneill
  • Gday, Im Peter Page 3 18th June [email protected]_oneill
  • Gday, Im Peter Page 4 18th June [email protected]_oneill
  • Business Action Orientated Analytics 18th June 2014
  • Purpose of Digital Analytics To provide intelligence that informs business actions leading to an improvement in performance for online organisations Page 6 To provide intelligence that informs business actions leading to an improvement in performance for online organisations 18th June [email protected]_oneill
  • My initial approach to consultancy work I wanted to work smarter at L3 Analytics I wanted to add value & make a difference 18th June [email protected]_oneillPage 7 What we need to be doingRequired foundation work
  • Continuous improvement through learning 18th June [email protected]_oneillPage 8 http://www.amazon.com/The-Lean-Startup-Entrepreneurs- Continuous/dp/0307887898
  • So how did it work out? 18th June [email protected]_oneillPage 9
  • Definitely still a lot of barriers To get value out of analytics tools To get companies using the intelligence from analytics 18th June [email protected]_oneillPage 10
  • Does a solution even exist? Budget to afford significant consultancy time vs Flexibility to get value from analytics 18th June [email protected]_oneillPage 11
  • A story from eMetrics London Page 12 Identify Issue Collect Insights Improve Performance 18th June [email protected]_oneill
  • My lightbulb moment Actually came from a client comment I want reports where users can see this & do that 18th June [email protected]_oneillPage 13
  • Lean Analytics & the one metric that matters http://www.amazon.com/Lean- Analytics-Better-Startup- Faster/dp/1449335675 18th June [email protected]_oneillPage 14
  • Where does this leave us? Business Action Orientated Analytics 18th June [email protected]_oneillPage 15
  • The new project structure 18th June [email protected]_oneillPage 16 Phase 1 Ongoing work
  • How is this new approach working? 18th June [email protected]_oneillPage 17
  • Example 1 Merchandise Report A. Most popular product B. The money maker C. Something is wrong D. Another issue here E. Opportunity product, make more visible Page 18 18th June [email protected]_oneill
  • Example 2 Top Content Report Imagine if you could filter on business action!! Page 19 18th June [email protected]_oneill
  • Still a work in progress Always resource issues Needs a grand unifying theory 18th June [email protected]_oneillPage 20
  • Maturity model must be part of the solution Still need to deal with the balancing act 18th June [email protected]_oneillPage 21
  • Wrapping it all up Analytics must impact business performance Analytics must deliver immediate value Analytics users must be excited about using information from data Analytics users must be able to see this, do that Minimise the initial set-up phase Focus on one business action at a time The fun part of analytics will then begin to flow Questions? 18th June [email protected]_oneillPage 22
  • THANK YOU Page 23 I can be found at [email protected] @peter_oneill +44 7843 617 347 www.linkedin.com/in/peteroneill 18th June [email protected]_oneill