Organizing the Work - Analytics Strategy
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Transcript of Organizing the Work - Analytics Strategy
The Data-Driven, Steady Upward Course
STRATEGIZE TO OPTIMIZE
PUBLISHING SERVICES ADVISORS
Conversion Rate Optimization Publishing Services Department
@valentinejames
• Public Relations/Visual Media (’12) • Cluster: Economic Research
• Content Manager for LDS.org • Product Manager, Analytics • Advisor, Conversion Rate
Optimization • Masters in Strategic
Communication from Westminster College
FLIGHT PLAN
• “The Challenge” • Getting started • Digital measurement
framework • Bringing it together
There is too much, let me sum up…
THE CHALLENGE
“The cause of marketplace failure is two-sided, with (1) consumers systematically undervaluing and (2) firms systematically overvaluing the firm’s innovation relative to what an objective analysis would suggest.”
JOHN GOURVILLE, HBS
JOHN GOURVILLE, HBS
“The cause of marketplace failure is two-sided, with (1) consumers systematically undervaluing and (2) firms systematically overvaluing the firm’s innovation relative to what an objective analysis would suggest.”
JOHN GOURVILLE, HBS
“The cause of marketplace failure is two-sided, with (1) consumers systematically undervaluing and (2) firms systematically overvaluing the firm’s innovation relative to what an objective analysis would suggest.”USER
PERCEPTIONS
PRODUCT PERCEPTIONS
USER PERCEPTIONS
PRODUCT PERCEPTIONS 1. See things as they really are.
Analytics, User Research, Surveys, Feedback.
USER PERCEPTIONS
PRODUCT PERCEPTIONS 1. See things as they really are.
2. Help users see it that way.
Analytics, User Research, Surveys, Feedback.
A/B testing, SEO, marketing, user experience.
Getting Started
What are we trying to achieve?
How will we know if we’ve done that?
1. See things as they really are.Analytics, User Research, Surveys, Feedback.
WHAT ARE WE TRYING TO ACHIEVE?
Nothing really happens because of analytics until you start setting goals and expectations around performance.
(THIS IS NOT GOAL SETTING.)
Deliverables: • Goals or Targets • Audience Segments • Research Questions
WHAT ARE WE TRYING TO ACHIEVE?
HOW WILL WE KNOW IF WE’VE DONE THAT? When performance is measured,
performance improves. When performance is measured and reported, the rate of improvement accelerates"
THOMAS S. MONSON:
HOW WILL WE KNOW IF WE’VE DONE THAT?
Deliverables: • Key Indicators • Custom Reports • Conversion Funnels • Heatmaps • Dashboards
Dashboarding Pet Peeves • Vanity metrics • Dejá Poo • Pie charts • Where’s the beef? • Overshare
Dashboarding Fung Shui • Use segments, funnels and ratios • If it doesn’t change, don’t report it. • Trends show context • Analysis = report + recommendation • Dashboard at the rate of decision
making.
What do we think drives or impedes the users’ experience?
How will we know if we’re right or not?
2. Help users see it that way.A/B testing, SEO, marketing, user experience.
WHAT DRIVES OR IMPEDES THE USER’S EXPERIENCE?
WHAT’S YOUR HYPOTHESIS?
I THINK THAT… [BELIEF]
IF I’M RIGHT, THEN … [ANTICIPATED RESULT]
WHAT DRIVES OR IMPEDES THE USER’S EXPERIENCE? Deliverables:
• Hypothesis Library • A/B testing ideas • Paid/SEO/social strategy • True-intent studies
HOW WILL WE KNOW IF WE’RE RIGHT OR NOT?
(Incomplete Data)
HOW WILL WE KNOW IF WE’RE RIGHT OR NOT? Deliverables:
• Test/campaign results • Research plans • Cost per engagement metrics • Return on investment • Scorecards
USER PERCEPTIONS
PRODUCT PERCEPTIONS
“The cause of marketplace failure is two-sided, with (1) consumers systematically undervaluing and (2) firms systematically overvaluing the firm’s innovation relative to what an objective analysis would suggest.”
USER PERCEPTIONS
PRODUCT PERCEPTIONS
“The cause of marketplace failure is two-sided, with (1) consumers systematically undervaluing and (2) firms systematically overvaluing the firm’s innovation relative to what an objective analysis would suggest.”
USER PERCEPTIONS
PRODUCT PERCEPTIONS
“The cause of marketplace failure is two-sided, with (1) consumers systematically undervaluing and (2) firms systematically overvaluing the firm’s innovation relative to what an objective analysis would suggest.”
Next Steps: Bringing It Together
What do we think drives or impedes the users’ experience?
How will we know if we’re right or not?
What are we trying to achieve?
How will we know if we’ve done that?
GOALS
KEY INDICATORS
ACTION ITEMS
PLAN OF ATTACK
PUBLISHING SERVICES ADVISORS
James Valentine Advisor, Conversion Rate Optimization
Questions?
@valentinejames