Ruth Cheesley - Joomla! World Conference 2013 - Is your business intelligent?
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The document discusses how businesses can use data analytics to better understand customer behavior and improve their operations. It describes how the presenter initially helped hospitals analyze patient data to diagnose problems, and now helps businesses monitor key metrics like website performance, search engine optimization, reviews, social media and more. The document advocates that businesses implement analytics dashboards to identify issues, set alerts for metrics like traffic increases or conversion rates, and make small improvements that can have big impacts on conversions and customer experience.
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Ruth Cheesley - Joomla! World Conference 2013 - Is your business intelligent?
- 1. Is your business intelligent? Ruth Cheesley – Virya Technologies Autor: 18.10.12 @RCheesley / Google.com/+RuthCheesley
- 2. Confessions of a data nerd!
- 3. Trained to fix bodies
- 4. Trained towebsites! Now I fix fix bodies
- 5. It all started with ...
- 6. We think we have a problem ...
- 7. We think the problem is ...
- 8. They think the problem is ...
- 10. My first day ...
- 11. With good data analysis, lives are saved
- 12. How does this relate to my business? Autor: 18.10.12 @RCheesley / Google.com/+RuthCheesley
- 13. docs.joomla.org/SEO Autor: 18.10.12 @RCheesley / Google.com/+RuthCheesley
- 14. How much do you actually know?
- 15. How can you tell if it was worth it?
- 18. What can we measure?
- 19. Let's jump right in!
- 21. I wonder what happened here! Google Analytics Segments
- 22. Cyfe Dashboards
- 23. The four P's Autor: 18.10.12 @RCheesley / Google.com/+RuthCheesley
- 24. Problems
- 25. Website problems
- 26. Site Health
- 27. 404 Discovery
- 28. 404 Monitoring
- 29. 404 Alerts
- 31. Site Speed
- 32. Site Speed
- 33. A problem here! Site Speed by country
- 34. Server Health
- 39. Monitor sources of traffic & engagement
- 41. SEO Dashboard
- 42. Performance
- 44. Monitor success & abandonment
- 46. Traditional Analytics Behavioural Analytics • Quantitative Data • Qualitative Data • Clickstream Based • Interaction Based • Primarily Statistical • Primarily Visual Clicktale
- 47. The Challenge The North Face wanted to increase the conversion rate of their Shopping Cart page with large numbers of visitors that were not converting. The Solution ClickTale’s Heatmaps and Session Playbacks revealed that a large number of visitors were not paying attention to the Checkout button on the Shopping Cart page, because their attention was being diverted by a promotional banner above the button. The Results In the new version of the page, the checkout button was moved above the banner, getting an impressive conversion rate increase of 65% over the original version. Small tweaks, big change Back
- 48. User testing
- 51. Tell me when there is more than a 10% increase in visits than last week Tell me when there is more than a 10% increase in conversion rate than last week Analytics Alerts
- 53. Prominence
- 54. Where are your customers?
- 55. Who talks about you?
- 57. Listen for mentions & opportunities
- 58. Find new opportunities & mentions
- 59. Engage visitors to your site
- 61. People
- 62. It's not all about the product or service
- 63. Authorship
- 64. In Summary Autor: 18.10.12 @RCheesley / Google.com/+RuthCheesley
- 65. The Four P's
- 66. Make it easy for yourself
- 67. If you can't do it, outsource it
- 68. Any Questions? Autor: 18.10.12 @RCheesley / Google.com/+RuthCheesley
Notas do Editor
- Good morning, My name is Ruth Cheesley and I run a business based in the UK called Virya Technologies. You can connect with me on Twitter at @Rcheesley or google+ as google.com/+RuthCheesley. I'm going to talk to you for about 45 minutes about one of my favourite subjects – data analysis – in particular about analysing data from your website.
- So, I thought after I submitted this talk that perhaps it should be titled 'Confessions of a data nerd'! Interested in data analysis for a long time The power of knowing what is really going on cannot be underestimated Using data effectively within your business is critical to success
- I didn't start out life as a data geek though – originally I trained as a physiotherapist – fixing people's bodies and helping people to get better after accidents, recover from illness and generally manage their health.
- On click slide changes – now I fix websites, help them recover from 'accidents' with SEO, and generally manage the health of sites.
- My baptism of fire, so to speak, with data analysis started in the bathroom – quite literally. CLICK I was asked to help look into the increasing rates of these two chaps – Clostridium difficile (or C.diff) and Meticillin-Resistant Staphylococcus Aureus (or MRSA) by Suffolk Primary Care Trust – who were the body which managed all the hospitals and healthcare facilities across Suffolk.
- My job became available, because they thought they had a problem – well, you can clearly see there was a problem – with the rising number of Healthcare Acquired Infections. These are infections which the person has acquired while in the healthcare system. You can see in 06/7 there were a staggering 900+ cases of these infections, just in our area. A problem indeed!
- The Primary Care Trust were convinced the problem was with the Hospitals – acute care facilities – and they were fining the hospitals quite heavily for the high numbers they were reporting. When I spoke to the hospitals, surprisingly enough, they had quite a different view.
- The hospitals were convinced the problem was being started and spread in the community, and that the people were arriving at hospital 'primed' with the infection. The data available was .. let's say .. less than helpful – and it was almost impossible at that time to track down where the root cause of the problem lay.
- So, I enthusiastically bounced onto the scene with my bright light and maginfying glass, and shone a bright light on lots of things. Data was the absolute central point for unpicking this – and it had to be done quickly. People were quite literally dying on a weekly basis from infections they should never have picked up. Not too much pressure then!
- My first day was hell! Word documents, folders, reports No data validation Threw it all out (along with my toys) and started afresh, with data I could trust Systems to check incoming data Systems to track the journey of every patient Picked up clusters and closed wards Issued improvement notices to care homes Made people very grumpy with my strict data standards!
- It paid off. With a lot of hard work, underpinned by a strong, reliable data set, we were able to significantly reduce the rate of these HCAI's within two years.Peoples' lives were saved, due to having good data which was analysed and interpreted correctly.
- So, how does this relate to your business? Started running a business – need for data is always present Often overlooked with small and medium sized businesses Often don't have the time to check regularly enough (I certainly don't!) Let's look at some of the reasons why it's so important to have good data analysis in your business
- I've been populating the Joomla! Documentation with most of the information I'm mentioning, including how to tips – please check it out and contribute! Just create an account and get editing!
- It's one thing having a gut feeling or a hunch about something, but when it comes to your business, you need to know. Without proper data collection,analysis and interpretation a weather forecaster can only see from horizon to horizon what is going on – they can't really predict much more than what they can see right now. The same is true of everything in your business. If you are not measuring it, you're blind – now and an in the future
- Looking back and projecting forward, how do you measure whether the time and money you invest into something brings a return on investment – and quantify that return? If you hire someone to support your extensions, for example, how can you be sure that the money you pay them will be recouped through sales of that extension?
- How do you know when somebody mentions you on their site, or links to you? What about if they write an awesome review of your products, or tell people how great you are?
- It's also important to identify negative reviews or articles, pick up on problems like dead links, illegal use of your software and more.
- So, what can – and should – we measure? My thoughts on this are that you should be capturing as much data as you possibly can – even if you don't have the time or resources to analyse it now. Going forward, you can't analyse data if you haven't been collecting it.
- So, let's jump right in and get started with analysing some data! There are some tools which I will mention which are really helpful in getting started with analysing data about your website – some you might know about, some might be new to you.
- A relatively new addition to the Google Analytics package are custom dashboards. These allow you to bring together a whole load of metrics from your analytics into one easy-to-use place, which you can analyse over time. Dashboards are a great addition and you can install pre-made dashboards from the Analytics Gallery, which means you don't even have to add them yourself!
- Segments are a great way to chunk up your data, allowing you to compare specific segments of your market – whether it be gender, number of keywords used, country of origin – you name it, you can segment by it.
- Cyfe is a great tool which allows you to bring all kinds of business intelligence together in one place – not just from Analytics – to analyse and compare. There is a free plan where you can use up to 5 blocks, or a paid plan which gives you unlimited blocks. If you mention to them that you heard about Cyfe at JWC you'll get a 25% lifetime discount too!
- So when considering business analytics I chunk things down into four P's Problems Performance Prominence People Let's start with the first – Problems – which tends to be the most commonly known about, but often not monitored!
- The first of the four P's is the one we mostly tend to be on the lookout for – but you'd be surprised how many businesses don't monitor for even the basics.
- Site health – is your site offline? SEO – are pages on your site unavailable? Are you doing the right thing with your page structure? Any problems with duplicated content? Page load time – how fast is your site loading? Is it a good user experience?
- Site health – is your site offline? Are there problems with your pages? SEO – are pages on your site accessible? Are you doing the right thing with your page structure? Any problems with duplicated content? Page load time – how fast is your site loading? Is it a good user experience?
- First thing is to find out if you have a problem – webmaster tools has the ability to tell you whether Goolge is finding 404 errors on your site, and allows you to fix them too.
- You can also proactively monitor 404 traffic by setting up a custom segment – find out what happens with 404's on your site and then segment your data to look for that traffic.
- Speed Server SEO
- Speed Server SEO
- Speed Server SEO
- Speed Server SEO
- Speed Server SEO
- Speed Server SEO
- Speed Server SEO
- Speed Server SEO
- Speed Server SEO
- Speed Server SEO
- Mentions on the web Social mentions Incoming links
- Monitor your link profile (Majestic, webmaster tools)
- Monitor your link profile (Majestic, webmaster tools)
- What matters to your business What do you consider a conversion How do you want customers to engage/interact
- Not only website-based – also consider ad campaigns, social interactions, social sharing, etc.
- Can they find what they are looking for? Are they able to convert quickly? Where are you losing sales? How can you tweak your site to improve conversion rate?
- Shift away from traditional analytics which looks at clicks, number of conversions Move towards qualitative data, looking at how a visitor interacts with your site and what they do when they are there What areas do they hover on? How far do they scroll? What are they clicking on? <number>
- What matters to your business What do you consider a conversion How do you want customers to engage/interact
- What matters to your business What do you consider a conversion How do you want customers to engage/interact
- What matters to your business What do you consider a conversion How do you want customers to engage/interact
- Speed Server SEO
- Speed Server SEO
- Where do your current and prospective customers hang out? Where do they talk about what they like? Where do they make recommendations? Probably everywhere! ALWAYS ask where someone found your info when they call/email
- Brand mentions What you do – e.g. mentions of joomla developer in 50 mile radius Services you provide Things you can help with Customers and potential customers Your network can become your evangelists – they don't need to know what Joomla! Is, just that you do it, to refer you leads. Google Alerts, Social Monitoring, Be involved
- Problems Performance Prominence People
- Problems Performance Prominence People
- Problems Performance Prominence People