Michael Fridmans's presentation from the Google Analytics User Conference in Sydney and Melbourne in 2013. The presentation covers tips and techniques for getting your analysis noticed by managers and HiPPOS.
2. Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013 #GAUC2013
Taming the HiPPO
(Highest Paid Person’s Opinion)
3. Google Analytics User Conference 2013 #GAUC2013
If you’re in a plane
crash, how likely are
you to survive?
<5% 5%+
4. Google Analytics User Conference 2013 #GAUC2013
You are more likely to
survive a plane crash than
click on a banner ad
Google Analytics User Conference 2013 #GAUC2013
6. Google Analytics User Conference 2013 #GAUC2013
People in
plane crashes
(USA:1983-2000)
53,487
0 54000
Survivors
51,207
7. Google Analytics User Conference 2013 #GAUC2013
People in
plane crashes
(USA:1983-2000)
53,487
0 54000
Survivors
51,207
95.7%
If you are in a plane
crash, you are very
likely to survive.
8. Google Analytics User Conference 2013 #GAUC2013
Why does this meme spread?
• Misleading
• Pithy
• Actionable
• Real-life imagery
9. Google Analytics User Conference 2013 #GAUC2013
Why does this meme spread?
• Misleading
• Pithy
• Actionable
• Real-life imagery
How can we use this to
get our analysis noticed?
10. Google Analytics User Conference 2013 #GAUC2013
y u no implement my
recommendations?
TL;DR!
they are ugly & not
clearly actionable
11. Google Analytics User Conference 2013 #GAUC2013
• Be accurate - do your homework
• Be proactive - go beyond GA when needed
• Be selective - choose actionable data
• Be pithy - avoid geek-speak
• Be vivid - use imagery + presentation
Conversion Optimisation for Reports
13. Google Analytics User Conference 2013 #GAUC2013
• Tracking goals
• Tracking events
• Tracking virtual pageviews
• Ecommerce tracking
Easy for those of us who write code
20. Google Analytics User Conference 2013 #GAUC2013
• Google Spreadsheets integration (Magic script)
• Pull data out of Google Analytics
• Use Excel, R, Python, Tableau etc.
What you can do
21. Google Analytics User Conference 2013 #GAUC2013
• Analyse long-term trends
• Cross reference with:
• Internal metrics (CRM, sales data)
• External metrics (population, weather)
• See Johann De Boer’s talk next!
Once data is out of GA...
22. Google Analytics User Conference 2013 #GAUC2013
Source: Skepchick.org, Bad Chart Thursday
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• If data is not actionable, it’s not worth presenting
• Metrics suck without context/segmentation
Choosing the right data
31. Google Analytics User Conference 2013 #GAUC2013
• Use language your client/boss understands
• Tie back to business metrics + revenue
• HiPPOS understand revenue!
Writing analysis + recommendations
32. Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013 #GAUC2013
Yawn
Conversions for goal 6 (“email
signup”) increased by 25% during
the reporting period.
Geek-Speak
33. Google Analytics User Conference 2013 #GAUC2013
Email signups increased by 25%
this month, mostly due to the May 7
social media campaign.
Person-Speak
!
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HiPPO-Friendly-Speak
!!!
Email signups increased by 25% this
month, with revenue increase of ~$13k.
This was due to the May 7 social media
campaign, which had a 7000% ROI.
36. Google Analytics User Conference 2013 #GAUC2013
• Don’t make people work to understand your
data!
• Communicate it so your client, boss, CEO,
designer or Mum will understand.
Making your analysis engaging