Published on January 30, 2014
“Analytics without plans for decisionmaking is a waste of time.” - Tom Davenport WEB ANALYTICS ROADMAP Optimization + Speed + Alignment
The Roadmap – a Macro View
New Reporting Opportunities Previous Platforms New Platforms Data Points Limited Metrics Over 100 Metrics Available Speed 24 hr lapse in time Real-time Data Goal Tracking 4 goals (contact, donation, buy, etc.) 100s of goals, events and variables Cookies 30 days 15 years! Advanced Data Segmentation Limited to a few of the most common segments Unlimited options Mobile Analytics iPhone only Multiple devices, screen sizes & mobile A/B testing
Analytical Maturity of the Enterprise
“World-Class” Metrics Defined Unaware Aspiring World-Class Metrics Tracking None Sporadic Comprehensive breadth & depth Analysis None Ad hoc Recurring Testing & Optimization None Some A/B tests Automated Multivariate & A/B Tests Organization Lack of Ownership Partial Ownership Clear, dedicated owners Culture Intuition based Data driven Continuous improvement
Analytics Roadmap to Being “World-Class” Overall Business Strategy • Based on development partner business goals • Positive customer online experience Goals and Objectives • Short Term: Training, Alerts, Actionable Dashboards • Long Term: Forecasting and Predictive Modeling Key Business Drivers • Clear goals and objectives, cross-division teamwork • Campaign tagging standards and templates Key Performance Indicators • Consistent and proactive metric reporting with targets • Daily web site monitoring and quarterly analysis Supporting Metrics • All other awareness, engagement and conversion KPIs
Team Goals & Metrics Alignment
What can We Optimize? Business Value of your Product Value of the Overall Customer Experience KPIs Questions • • • • • • • Conversion Rates Visit-to-Lead % New vs. Repeat Visitors Social Shares Paid & Organic Visitors Lead-to-Customer % Donations by Segment • • • • • • • How easy is the site to use? Does functionality meet my needs? Does the functionality work? Do the pages load fast enough? Is the site up when I want to use it? Did they respond to my feedback? How did they find the site? Is it relevant?
Dashboards – Best Practices 1. Iterative Development Process –Take small, repetitious steps 2. Maintain Control – Web analyst group oversees, creates standards and analysis 3. Keep it Simple – High-level charts and graphs and drill-down to see more detail 4. Set and Measure Goals – Define the goals and add them to the dashboard 5. Integrate Financial Information – Include the spend and expected return 6. Start with the End in Mind – Create dashboard on paper first - then find the data 7. Use Alerts to Push info to Peers – People are busy, keep it top of mind!
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