See This, Do That Analytics presentation from Superweek 2014

See This, Do That Analytics

21st Jan 2014

Who am I? G’day, I’m Peter... Founder of L3 Analytics, London based Digital

Analytics Consultancy Also Founder of MeasureCamp, Co-Founder of

MeasureBowling & Chair at eMetrics London Currently nominated for DAA Rising Star in

case anyone here has a vote…

Page 2 21st Jan 2014@peter_oneill

Current state of play for Digital Analytics

I believe we are failing the users of analytics data

There are impressive exceptions but in the minorityPage 3 21st Jan 2014@peter_oneill

An example of success with analytics

Identify a problem area Collect the necessary data for insights Use that data to resolve the problem

(one off or ongoing)Page 4

My favourite talk from eMetrics London 2013

21st Jan 2014@peter_oneill

A bit of a light bulb moment This helped solidify my thinking I believe we need to change our focus Originally we asked – what data do you need? We evolve – What are your business

questions? Now I think the question should be:

What actions can you take? What insights do you need to inform those

actions? What data do we need to provide those insights? How can we give you the insights you need in a

way that you can act upon them?Page 5 21st Jan 2014@peter_oneill

See This, Do That Analytics Providing people with the insights they need

to help them in tasks they are performing Answers for the real world

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My vision with this We need to go back to

basics We need to make

analytics useful to everyone

We need people to believe in analytics


See This, Do That Analytics – a Definition It is for users of analytics data, not analysts It is not another way of saying real time data It is tool agnostic and it is data source

agnostic Users request the report

Whatever format Automated, not via an analyst ideally

They have necessary training to interpret the report Although reports are designed to require as little

interpretation as possible They are able to act immediately upon

insights Hence “see this, do that…”

10th Dec, 2012Page 7

Examples of actions people take1. Fix broken links2. Promote product/content on social media3. Feature product/content on homepage4. Feature product/content on navigation pages5. Adjust a product’s description, price, image6. Adjust a content piece’s heading, image

This will vary by sector, by company, by role


Example 1 – Fixing 404 Error Pages Set up required tracking

URLs & referrers for 404 error pages Any tool, any method

Create custom reports List all URLs resulting in 404 error pages List all referrers leading to 404 error pages Cross reference the URLs and referrers Sort in priority order, hunt down & fix

problems Otherwise known as See This, Do That

10th Dec, 2012Page 9

Example 2 – Merchandise Report

A. Most popular productB. The money makerC. Something is wrong

D. Another issue hereE. Opportunity product,

make more visible


Example 3 – Top Content Report

Imagine if you could filter on business action!!


Can we do this now with our Analytics tools The Web Analytics tools we use don’t seem to

handle real world problems very well Chartbeat has made steps in the right

direction but is limited Google/Adobe Analytics have custom reports

but I am unconvinced for use by non analysts Visual Revenue was built around this idea Short/medium term solution

Do anything you can to provide the end users with the data they need to take actions


What I will be doing this year I want my clients to be excited about analytics I want them open to the possibilities I want them using analytics themselves My starting point

No longer aiming for the perfect implementation It will not be all about the big list of

recommendations Instead – must add immediate value They must be able to take actions based on the

data I can do all of the other fun stuff second… But a “See This Do That” approach for an

immediate impact must be the first stepPage 13 21st Jan 2014@peter_oneill

THANK YOU

Page 14

I can be found at

• [email protected]

• @peter_oneill

• +44 7843 617 347

• www.linkedin.com/in/peteroneill


mailto:[email protected]

See This, Do That Analytics presentation from Superweek 2014

Business

analytics

users

actions

data

founder

provide

insights