This is my presentation from Superweek 2014 on See This Do That Analytics. It covers a different approach to supporting users of Digital Analytics data, focusing on the business impact being generated. The starting point must be to provide users with the insights they need to inform their day to day actions.

1. See This, Do That Analytics
21st Jan 2014

2. Who am I?
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G’day, I’m Peter...
Founder of L3 Analytics, London based Digital
Analytics Consultancy
Also Founder of MeasureCamp, Co-Founder of
MeasureBowling & Chair at eMetrics London
Currently nominated for DAA Rising Star in case
anyone here has a vote…
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@peter_oneill
21st Jan 2014

3. Current state of play for Digital Analytics
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I believe we are failing the users of analytics data
There are impressive exceptions but in the minority
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@peter_oneill
21st Jan 2014

4. An example of success with analytics
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My favourite talk from
eMetrics London 2013
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Identify a problem area
Collect the necessary data for insights
Use that data to resolve the problem
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(one off or ongoing)
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@peter_oneill
21st Jan 2014

5. A bit of a light bulb moment
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This helped solidify my thinking
I believe we need to change our focus
Originally we asked – what data do you need?
We evolve – What are your business questions?
Now I think the question should be:
What actions can you take?
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What insights do you need to inform those actions?
What data do we need to provide those insights?
How can we give you the insights you need in a way
that you can act upon them?
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@peter_oneill
21st Jan 2014

6. See This, Do That Analytics
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Providing people with the insights they need to
help them in tasks they are performing
Answers for the real world
My vision with this
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We need to go back to basics
We need to make analytics
useful to everyone
We need people to believe in
analytics
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@peter_oneill
21st Jan 2014

7. See This, Do That Analytics – a Definition
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It is for users of analytics data, not analysts
It is not another way of saying real time data
It is tool agnostic and it is data source agnostic
Users request the report
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They have necessary training to interpret the
report
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Whatever format
Automated, not via an analyst ideally
Although reports are designed to require as little
interpretation as possible
They are able to act immediately upon insights
Hence “see this, do that…”
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10th Dec, 2012

8. Examples of actions people take
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Fix broken links
Promote product/content on social media
Feature product/content on homepage
Feature product/content on navigation pages
Adjust a product’s description, price, image
Adjust a content piece’s heading, image
This will vary by sector, by company, by role
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@peter_oneill
21st Jan 2014

9. Example 1 – Fixing 404 Error Pages
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Set up required tracking
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URLs & referrers for 404 error pages
Any tool, any method
Create custom reports
List all URLs resulting in 404 error pages
List all referrers leading to 404 error pages
Cross reference the URLs and referrers
Sort in priority order, hunt down & fix problems
Otherwise known as See This, Do That
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10th Dec, 2012

10. Example 2 – Merchandise Report
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Most popular product
The money maker
Something is wrong
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D.
E.
Another issue here
Opportunity product,
make more visible
@peter_oneill
21st Jan 2014

11. Example 3 – Top Content Report
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Imagine if you could filter on business action!!
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@peter_oneill
21st Jan 2014

12. Can we do this now with our Analytics tools
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The Web Analytics tools we use don’t seem to
handle real world problems very well
Chartbeat has made steps in the right direction
but is limited
Google/Adobe Analytics have custom reports but I
am unconvinced for use by non analysts
Visual Revenue was built around this idea
Short/medium term solution
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Do anything you can to provide the end users with the
data they need to take actions
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@peter_oneill
21st Jan 2014

13. What I will be doing this year
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I want my clients to be excited about analytics
I want them open to the possibilities
I want them using analytics themselves
My starting point
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No longer aiming for the perfect implementation
It will not be all about the big list of recommendations
Instead – must add immediate value
They must be able to take actions based on the data
I can do all of the other fun stuff second…
But a “See This Do That” approach for an
immediate impact must be the first step
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@peter_oneill
21st Jan 2014

14. THANK YOU
I can be found at
• peteroneill@l3analytics.com
• @peter_oneill
• +44 7843 617 347
• www.linkedin.com/in/peteroneill
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@peter_oneill
21st Jan 2014