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

Thank you

Stephanie Lummis

stephanie@isl.ca

webfix.typepad.com/blog/