2. Harder than ever for businesses to make sense of so much
data
http://www.flickr.com/photos/brandnewbrain/
3. Growth in volume of data is outpacing speed at which
companies can make sense of it
| 3 | Online Measurement and Strategy Report 2011 |
4. Do you have a company-wide strategy that ties data
collection and analysis to business objectives?
• Only 22% of companies have a strategy in place, down from 25% last year.
• 78% do not have a strategy, but 63% are working on this.
http://www.flickr.com/photos/risager/
5. Fewer organisations than last year say web analytics drive
actionable recommendations that make a difference
Do analytics drive actionable recommendations that make a difference to
your organisation?
28% • Yes – definitely
57% • Yes - sometimes
14% • No – not really
1% • Never
Online Measurement and Strategy Report 2011
6. 62% of companies say that less than half of data is useful
What percentage of the web analytics data you collect is useful for driving
decision-making?
2011
27% 35% 28% 10%
0-25%
25-50% 50-75% 75-100%
2010
22% 40% 27% 10%
Online Measurement and Strategy Report 2011
7. To what extent are web analytics integrated into
your broader business intelligence strategy?
41%
30%
19%
15%
11%
Not integrated at all We don't have a We have a common We have common We have common
business intelligence technology platform KPIs for web and teams and
strategy for web and non-web non-web data processes for web
data and non-web data
Online Measurement and Strategy Report 2011
8. Do you integrate web analytics with data from
other sources?
• Yes 59%
• No 41%
http://www.flickr.com/photos/carnielewis187
http://www.flickr.com/photos/ghetzu/
Online Measurement and Strategy Report 2011
14. It shouldn’t be that hard…
Corporate Online goals
Goals and and KPI’s
Objectives objectives
15. So what’s the problem?
Goals that
Goals that
can’t be
can’t be
measured
measured by
online
Analytics
Goals that are
too complex
Goals without a
clear success
metric
Goals that we
don’t have data
for
Goals that
Goals have too can’t be
many adjusted
dependencies
16. We make it too hard…
Corporate Online goals
Goals and and KPI’s
Objectives objectives
23. The Three Layers of “So What” Test
Avinash Kaushik
• Ask every web metric you report the question "so what"
three times.
• Each question provides an answer that in turn raises
another question (a "so what" again).
• If at the third "so what" you don't get a
recommendation for an action you should take, you
have the wrong metric.
• Kill it.
24. These are the top exit pages on our website for the
last month.
| 24 |
25. These are the top exit pages on our website for the
last month.
So what? They don't seem to have changed in six
months
| 25 |
26. These are the top exit pages on our website for the
last month.
So what? They don't seem to have changed in six
months
We should focus on these pages because they are
major leakage points in our website.
| 26 |
27. These are the top exit pages on our website for the
last month.
So what? They don't seem to have changed in six
months
We should focus on these pages because they are
major leakage points in our website.
So what? We have looked at this report for six months
and tried to make fixes, and even after that the pages
listed here have not dropped off the report.
| 27 |
28. These are the top exit pages on our website for the
last month.
So what? They don't seem to have changed in six
months
We should focus on these pages because they are
major leakage points in our website.
So what? We have looked at this report for six months
and tried to make fixes, and even after that the pages
listed here have not dropped off the report.
If we can stop visitors from leaving the website, we
| 28 | can keep them on our web site.
29. These are the top exit pages on our website for the
last month.
So what? They don't seem to have changed in six
months
We should focus on these pages because they are
major leakage points in our website.
So what? We have looked at this report for six months
and tried to make fixes, and even after that the pages
listed here have not dropped off the report.
If we can stop visitors from leaving the website, we
| 29 | can keep them on our web site.
So what? Doesn't everyone have to exit on some
page?
30. Easy to understand You, and your boss, can get it
Based on valid data No-one can argue the numbers
Indicates success #Winning
Actionable You can affect change
http://www.flickr.com/photos/azugaldia/
32. Pirate Metrics
September 19th - International Talk Like a Pirate day
http://www.flickr.com/photos/72213316@N00/
33. Dave McClure’s: Customer Lifecycle KPI’s
Acquisition: users come to the site from various channels
Activation: users enjoy 1st visit: "happy" user experience
Retention: users come back, visit site multiple times
Referral: users like product enough to refer others
Revenue: users conduct some monetization behavior
AARRR!
34. Pirate Metrics
• Acquisition – Did they visit? Did they stay?
• Activation – Were they happy? Did they sign up? Did
they include profile data?
• Retention – Did they return? Did they return based on
targeted marketing?
• Referral – Did they refer others?
• Revenue – Did they spend money with us?
•
35. Pirate Metrics
• Easy to understand?
• Based on valid data?
• Indicates success…or failure?
• Actionable?
•
36. New Product Launch
• Acquisition –
– How many visits did we get and were they
greater than baseline?
– Which channels did visitors come from?
– Were visits from existing customers or new
customers?
37. New Product Launch
• Activation –
– Did new visitors stay on site longer?
– Did new visitors sign up?
– Did returning visitors, or customers, stay on
site longer or take action?
38. New Product Launch
• Retention –
– How many return visitors did we get?
– How many came from marketing or re-
marketing campaigns and which ones?
39. New Product Launch
• Referral –
– Did they refer others?
– Did their referrers visit and purchase?
40. New Product Launch
• Revenue –
– Did they spend money with us?
– Did they spend money as a new or returning
visitor?
– How much did they spend?
41. Pirate Metrics
• Provides a template for establishment of
simple KPI’s
• Based on control and broad knowledge of
channels
47. Testing via constant iteration
• Not looking for the answer
• Looking for the next step that will lead us
to better results
• Coming up with new answers
50. Example
• KPI - Can we increase customer sign up?
• Hunch – Maybe it’s the form design
• Test – Design two variants of form, drive
traffic to both
• Analytics – Measure results
51. Speed
• Build fast
• Fail fast
• Learn fast
• Move to next fast
52. Iterate
• Don’t make wholesale changes
• Small changes that can be built upon
• Continue to follow hunches
• Collaborate with inbound marketing
56. How do you measure relationships?
http://www.flickr.com/photos/nataliejohnson/
57. Some familiar approaches
• Put measurement at the beginning
• Create a baseline
• Define your KPI’s (KBI’s)
58. Some different
• Define your environment
• Define your investment
• Determine your benchmarks
• Select measurement tool
• Analyze and draw conclusions
59. Social ROI
• Sales or traffic
• Cost savings
• Paid vs earned search rankings
• Cost avoidance
• Social capital
60. Engagement
• Builds a relationship between customers
and brands
• Helps promote and protect your brand
• Make your products better
62. Engagement levels
• Lurking - A
• Casual - A
• Active - R
• Committed - R
• Loyalist - R
AARRR!
63. Social Media Analytics
• Measuring engagement
• Similar and different
• Less actionable/less control
• Potential for new insight
64. Summary Insights
• KPI’s are the building blocks for real
insights about customers, products and
profits
• Iterative testing can help us reach insights
more quickly
• Social analytics are rapidly becoming a
part of the essential mix
