Senior Strategist Cathy Lynk and Strategist Mitch Diehl discuss not only the importance of analytics in building a digital strategy, but also how to create a plan to put those analytics to work.

1. NOV 2-4, 2016
Training for the Long Run
How to Strengthen Your
Analytics Platform

2. NOV 2-4, 2016
Cathy Lynk Mitch Diehl

3. We have an
endless amount
of data at our
fingertips

4. Our goal is to find
CLARITY
from the noise

5. If you can’t measure it,
You can’t IMPROVE it.“ - Peter Drucker
Process Management Thought Leader

6. Identify goals
Establish key metrics
Measure results
Optimize performance
Our
Analytics
Framework

9. A Quick Poll
NOV 2-4, 2016

10. 21
1 1

11. Identify Your Goals
NOV 2-4, 2016
Identify Goals // Establish Key Metrics // Measure Results // Optimize Performance

12. NOV 2-4, 2016
Identifying Goals: How To
§ Establish your baseline
§ Root goals in firm strategy
§ Define goals that are both
actionable and measurable

13. NOV 2-4, 2016
Identifying Goals: Where to Start
Inputs to your analytics goals:
§ Firm Strategic Plan
§ Annual Marketing Goals
§ New Firm Initiatives
“My goal, is to run to the moon.”

14. Establish Key Metrics
NOV 2-4, 2016
Identify Goals // Establish Key Metrics // Measure Results // Optimize Performance

15. Pageviews
Google has over 400 Metrics and
Dimensions available for custom reports
Average Time on Page
Bounce Rate
Total Events
Unique Events
Unique Pageviews
Sessions
New Visitors
Returning Visitors
Browsers
Regions
Page Titles

16. Hypotheses allow you to identify which
metrics are the most meaningful

17. EXAMPLE
“Since our new offering was rolled out within
the last quarter, visitors are unaware of its
existence and thus not navigating to its page.”

18. EXAMPLE
“Less than 5% of Capabilities section traffic is
looking at the page of our new offering.”
Unique PageviewsPage Titles

19. Start simple.
Build Complexity.

20. Measure Results
NOV 2-4, 2016
Identify Goals // Establish Key Metrics // Measure Results // Optimize Performance

21. NOV 2-4, 2016
Hypothesis à Metrics à Dashboard

22. Measuring Results: A Few Tips
§ Capture data over at least a 3 month period
§ Compare data over multiple time periods
§ Analyze data across 2 dimensions at a time
§ Marry the results back to the goals you set
§ Consider any external influencers that may impact your
website’s behavior

23. “Though you finished last,
you BEAT all those who
did not run.
- Cathy’s Mom

24. NOV 2-4, 2016
Context is Key
Bad! Below average time on page
00:02:06
/insights/
/services/

25. NOV 2-4, 2016
Context is Key
Good! Office contact information
is quick and easy to find
00:02:06
/insights/
/services/

26. Optimize Performance
NOV 2-4, 2016
Identify Goals // Establish Key Metrics // Measure Results // Optimize Performance

27. Identify Goals
Analytics in Action
Courtesy of Google Analytics Success Stories
• Increase sales and
engagement within key
geographic regions
• Unify the PUMA experience
across product categories

28. Establish Key Metrics
Analytics in Action
Courtesy of Google Analytics Success Stories
• Event Tracking
• Traffic by Segment
• Behavior Flows
Test Version
A
Test Version
B
Test Version
C

29. Measure Results
Analytics in Action
Courtesy of Google Analytics Success Stories
• Custom filters and reports
• Comparison dashboards
across segments
Test Version
C
Test Version
A
Test Version
B

30. Optimize Performance
Analytics in Action
Courtesy of Google Analytics Success Stories
• Increase sales and engagement within
key geographic regions à
Increased site traffic by 47% in
growing regions
• Unify the PUMA experience across
product categories à
Increased online orders by 7%

31. Wrapping Up
NOV 2-4, 2016

32. NOV 2-4, 2016
User research landscape
BEHAVIORAL
Source: Nielsen Norman Group
Eye-tracking
Usability Testing
Ethnographic
Field Studies
Web Analytics
A / B Testing
Concept Testing
Diary / Camera Studies
Customer Feedback
Card Sorting
Desirability Studies
Intercept Surveys
Email Surveys
Co-creation exercises
Focus Group
Interviews
QUANTITATIVE
ATTITUDINAL
QUALITATIVE
Analytics Enables
You to Ask the
Right Questions

33. NOV 2-4, 2016
User research landscape
BEHAVIORAL
Source: Nielsen Norman Group
Eye-tracking
Usability Testing
Ethnographic
Field Studies
Web Analytics
A / B Testing
Concept Testing
Diary / Camera Studies
Customer Feedback
Card Sorting
Desirability Studies
Intercept Surveys
Email Surveys
Co-creation exercises
Focus Group
Interviews
QUANTITATIVE
ATTITUDINAL
QUALITATIVE
Supplementary
Research Methods
get you closer to the
Right Answer

34. Identify ____
Establish ___ ______
Measure ______
Optimize __________
Dawn –
Pass out the tests.

35. Identify goals
Establish key metrics
Measure results
Optimize performance
Just Kidding!
But seriously,
let’s review.

36. NOV 2-4, 2016
What Does This Mean for You?
We just redesigned our website
We are thinking about redesigning
We are already tracking website analytics

37. Resources
Google Analytics Academy
Nielsen Norman
One North Blog
Thank You

38. NOV 2-4, 2016
Training for the Long Run
How to Strengthen Your
Analytics Platform