Short talk about the need to focus on goals, achievability, and measurability when growing the analytics practice in large organizations.

1. Anita
Garimella
Andrews,
GM
Analytics
&
Optimization,
Delphic
Digital

2. ¡ A
bit
about
me
¡ The
“Big
Data”
myth
¡ What
it
takes
to
leverage
data
in
your
biz
¡ An
approach
to
using
analytics
in
your
biz
¡ QUESTIONS

3. ¡ General
Manager,
Analytics
&
Optimization
§ Founded
Sepiida,
an
A&O
consultancy
in
2009
with
clients
including
Zynga
and
Haymarket
Media
–
sold
to
Delphic
in
2012
§ Previously,
VP
E-­‐commerce
at
Nutrisystem
§ Dir
of
Program
Management
at
Ingenio,
sold
to
AT&T
YellowPages.com
¡ MS
Computer
Science
–
Stanford
University
¡ BA
Politics
–
New
York
University
¡ Love
numbers.
Hate
endless
(and
needless)
discussions.
Constantly
iterating.

5. Multibillion
dollar
companies
who
didn’t
look
at
their
Google
Analytics
until
this
year
Angel-­‐funded
start-­‐ups
who
are
tracking
everything
with
innovative
reporting
software

6. ¡ Size
of
company
has
little
correlation
to
size
of
dataset?
¡ Size
of
company
has
little
correlation
to
facility
with
data
and
analytics?
¡ Size
of
company
has
little
correlation
to
current
status
of
analytics
activities?
¡ Size
of
company
has
little
correlation
to
where
future
efforts
should
be
focused?

7. ¡ Large
company
bureaucracy
§ How
many
stifled
data
geeks
do
you
have?
§ How
much
lost
revenue?
§ Lots
of
boxes
checked.
But
how
many
smarter,
more
efficient
decisions?
¡ Data
mania
§ Don’t
lose
sight
of
the
forest
for
the
trees
§ How
does
all
the
data
actually
connect
to
the
steps
needed
for
growth?
§ More
data
doesn’t
mean
more
revenue

8. ¡ Using
data
to
create
à
Creative
Marketing
§ Big
new
opportunities
▪ Loyalty
program
creation,
Geo-­‐targeting,
etc.
§ What
data
to
look
at
is
often
unknown
¡ Using
data
to
optimize
à
A&O
§ Often,
the
metric
that
is
suffering
is
known
§ The
data
subset
is
typically
easier
to
identify

9. ¡ Goals
¡ Team
capabilities
¡ Sources
of
data
¡ Tools
for
reporting
¡ Opportunities

10. ¡ What
specific
metrics
or
KPIs
do
you
want
to
improve?
¡ What
are
the
formulas
for
these?
§ Need
consistent
definitions!
¡ What
will
move
your
Analytics
practice
forward?
§ Think
of
A&O
as
sales
and
evangelization
§ If
you
do
it
right,
you’re
the
source
of
improvement
for
other
parts
of
the
business

11. Bet
you
have
LOTS
of
data
§ Web
traffic
data
§ Transactional
databases
§ Internal
toolsets
(often
different
DBs)
§ Third
party
(email,
CRM,
etc.)
Key
questions
1. How
accurate
are
each
of
these?
2. How
much
of
what
you
need
are
you
actually
tracking?
3. Which
of
these
has
the
answers
to
your
goals?

12. ¡ Fight
the
impulse
to
“track
everything”
§ Technically
painful
§ Painful
for
business
people
§ You
don’t
need
it
to
drive
your
business
forward
§ There
is
no
glory
in
having
lots
of
data.
Size
does
NOT
matter
here…

13. ¡ Collecting
Data
&
Reporting
§ GA
vs.
the
rest
(KISSMetrics,
MixPanel,
Omniture)
§ GoodData,
Domo,
RJ
Metrics,
WebTrends
§ Excel!
¡ There
are
no
good
analysis
or
analytics
tools.
Yea,
I
said
it.
Stop
looking
for
them.
It’s
about
people
and
practices.

14. ¡ What
should
you
do
NOW?
People
Low
KPIs
Tools
Good
Data
IDENTIFY
THIS

15. ¡ It
may
not
target
the
largest
pool
¡ It
may
not
even
be
web-­‐based
¡ It
may
not
be
obvious
¡ It
may
FAIL
¡ Goal
is
to
experiment
with
process,
prove
value
and
get
data-­‐driven
results
quickly
¡ Data
driven
culture
will
come
from
doing
data
driven
things

16. ¡ Have
perspective
about
the
process
¡ It’s
all
iterative.
It’s
not
sexy,
but
it
drives
the
numbers
UP.
§ And
that
gets
teams
excited,
grows
your
capabilities,
increases
confidence,
and
so
on.
¡ Two
approaches:
§ Funnel
optimization
§ Russian
Doll
optimization

17. Decent Users
“Grade D”
Good Users
“Grade C”
Great Users
“Grade B”
Best Users
“Grade A”
1. Determine
differentiating
characteristics
of
“A”
2. Use
that
to
move
more
“B’s”
into
“A”
3. Repeat
4. Lessen
the
Delta
=
Widen
the
Base

18. The
right
data,
from
the
right
places
–
accurately
&
actionably
reported
Harness
Synthesize
Optimize
D
A
T
A
Intelligent
Interpretation
&
Insights
Iterative,
measured
execution
of
prioritized
data-­‐
driven
tactics
Faster,
Better,
Decision-­‐Making
to
Improve
KPIs

19. Q&A

20. Anita
Garimella
Andrews
GM,
A&O
Delphic
Digital
@agarimella
aandrews@delphicdigital.com