Peter O'Neill Discussed about Google Analytics, one of the most widely used tool in the digital world.

2. From Analytics to Business Insights
19th Mar 2015

3. G’day, I’m Peter
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I run an Analytics consultancy
@peter_oneill

4. Example of a business gone wrong
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5. Page 5
THE THEORY
19th Mar 2015@peter_oneill

6. Purpose of Digital Analytics
 To provide intelligence that informs business
actions leading to an improvement in
performance for online organisations
 To provide intelligence that informs business
actions leading to an improvement in
performance for online organisations
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7. Getting Value from Web Analytics
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High Quality Data
Business
Objectives
Improved
Performance
19th Mar 2015@peter_oneill

8. 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)
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 My favourite talk from
eMetrics London 2013
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9. Page 9
PRACTICAL EXAMPLES
19th Mar 2015@peter_oneill

10. Practical Examples – The Retail Funnel
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11. Practical Examples – Browser Performance
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Lost
Conversions

12. Practical Examples – Form Validation Errors
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13. Practical Examples – Most Popular Content
 Web Analytics is useful for all types of websites,
not just ecommerce
 How do you evaluate content websites?
 Thinking beyond views
 “reads” – based on use of scroll or time on page
 Shares – on social media or via email
 Comments – or other interactions
 Can group content/articles/blog posts based on:
 Normal – category or topic, sub category
 Not as obvious – author, language
 Even less so – age, length, how accessed
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14. Practical Examples – Marketing Performance
 Are you getting the best return for your
marketing spend?
 Focus on the quality of traffic, not the quantity!
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15. Page 15
WHAT IS NEEDED FROM YOU
19th Mar 2015@peter_oneill

16. Business Intelligence Requirements
 Or more simply – What do you need to
know?
 Is based on the decisions you make and
the areas you can influence
 This separates “need to know” from “nice
to know”
 Every business will be different
 Will also vary between departments
and levels
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Objectives => KPIs => data requirements
19th Mar 2015@peter_oneill

17. Initial 3 Barriers to Overcome
1. Know what you need to know
2. Capture this information
3. Be able to access the information
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18. Access to the insights
 Dashboards are your friend
 Users have the information they need at their fingertips
 Ensure users know what information is available
and how to get at this information
 Training is critical to give users the basic skills
 Smart people trump dumb tools
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One of the biggest barriers
to getting value from Web
Analytics is too much data
19th Mar 2015@peter_oneill

19. Issues to be aware of
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Accuracy Web Analytics is “free”
Creativity
@peter_oneill

20. Thoughts to leave you with
 Web analytics can give you a competitive
advantage
 But be realistic – it is not easy or free and will not
happy overnight
 With great power comes great complexity
 Set your objectives and take small steps
 Data and even insights have no value in
themselves – the value comes from actions
 The phrase I repeat the most
What is your business question?
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21. 19th Mar 2015Page 21
SO WHAT ARE YOUR
BUSINESS QUESTIONS?
@peter_oneill

22. THANK YOU
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I can be found at
• peteroneill@l3analytics.com
• @peter_oneill
• +44 7843 617 347
• www.linkedin.com/in/peteroneill
19th Mar 2015

23. 21st April, 2012Page 23