Web Analytics Framework
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Transcript of Web Analytics Framework
People
ProcessP
eelP
atch
Implement
ReportOptimise WebAnalytics
Build solution design
Engage new businesses Support business
Engage technologyOpportunities
Digital consulting
Web Analytics Framework
Test
Scope
SpecsDesign
People
ProcessP
eelP
atch
Iden
tify
Targ
etTe
stK
aize
n • Implement tags• Manage end-to-end testing
• Collaborate well with siteowners and marketers
• Be an advocate for webanalytics and services
• Develop a scope documenton what business want?
• Transform KPIs intoweb analytics variables
People
ProcessP
eelP
atch Report
Analyse
Optimise WebAnalytics
Probe into a problem
Insights
Provide insights
Spot reportingneeds
Promote self sufficiency
Illustrate a story
A circle of hardwork, happiness, achievement and motivation to do more smart work
People
ProcessP
eelP
atch
Iden
tify
Targ
etTe
stK
aize
n
ScrapeSearch
SynthesiseStory
• Train the teams to be ontheir own for their needs
• Ask right questions tothe right team to get thebottom of needs
• Analyse problem, exploredata and connect the context
• Don’t just narratethe story but beyond
• Manage end-to-end testing
Trans to WA variables
Delight with a dashboard Gather business requirements
Define scopeDev test/prod test
Modify code, if at all
Engage Both Business and Technology
Scope
DesignTest Implement
• Write a scope documenton what business want?
• Draft the blue print ofevents, eVars and Props
• Thoroughly test pre andpost tags go live
• Show business teamsthe real god mine of WA
Analyse
Draft Tech implementation doc
Implement Tags
Check alter-ego
Design process flow
Build solution design doc
Engage with developers
Whatever Tagged, gets Tamed2
Design
Specs
Test Implement
• This is the most difficult partof entire web analytics
• Draft the blue print ofevents, eVars and Props
• Network well with tech teamsand explain working of WA tags
• Monitor that all WA tagsare appropriately placed
Identify reporting need
Engage new businesses Improve networks
Ask right questionsConnect the need
Automate reporting
Cater to Business Needs
People
ProcessPatch Report
• Whatever is being recordedhas to be revealed & measured
• Ask right questions toget bottom of needs
• Schedule reports so that theygenerate next actions
• Fill the gap between needsand WA capabilities
Build segments/profiles
Verify the data
Explore data
What else?
Connect other data sources
Extract data
3 Self-sufficiency through Training teams
Process
Peel
Patch Report
• Always go for an extramile to delight partners
• Map requirements withdata points
• Go to the specifics as deepas possible to slice the data
• Think of a close numberbefore extracting the data
Gather information
Recommend actions Understand problem clearly
Match skillsReveal a story
Present insights
Power of Web Analytics in Action
Scrape
Search/SeekStory Analyse
• Asking right questions isthe beginning
• Migrate the business needsfrom reporting to analysis
• Connect the dots andcompose a story
• Take web analytics to thenext level, Optimization
Verify the data
Apply intelligence
Define metrics & method
Map data channels
Connect context
Integrate data points
4 The Beginning of Digital consultancy
Search/Seek
Synthesise
Story Analyse
• Break the object intodata points and tools
• Design the roadmap of analysis• Connect all data pointsinto one single outcome
• If the entire process isScience this step is Art
Data support
Scale up tests Identify the need
Measure targetMake a prototype(technology)
Prepare a successcase (business)
Stay on TOP
Identify
TargetKaizen Optimise
• Identify the low hanging fruitsand support with data
• Measure the impact oftarget and prioritize
• Build a strong collaborativeoptimization platform
Observe initial test impact
Showcase results
Prepare the challenger
Define test plan
Execute the test
Analyse results
5 Take the lead and drive the change
Target
Test
Kaizen Optimise
• Define variations of test,visitors, %, KPIs & time
• What customers want tothe see most?
• Analyse lift, confidenceand audience segments
• Monitor real-time testresults for greater confidence
Resource Pooling
Web Analytics BusinessTechnology
WA Director
Implementation specialistImplementation analystWA tester
Tech Head
Project managerBusiness analystDeveloper(s)
Business Head
Head of portfolio
WA reporting analystImplementation analystWA tester
Portfolio ManagersBusiness analysts
Implement
Report
6 Remember Web Analytics is a Journey not a Destination
WA reporting analystImplementation analystWA tester
WA business analystsWA reporting analyst(for training teams as well)
Portfolio ManagersBusiness analysts
Sr. Managers
WA optimization specialistWA optimization analyst
Project managersOptimization managers
Production teamDeveloper(s)
Report
Analyse
Optimise