Analytics... as easy as 123!
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This document discusses analytics and key performance indicators (KPIs). It defines analytics as the analysis of qualitative and quantitative data to continually improve the online customer experience and business outcomes. It explains that a metric refers to any quantifiable number, while a KPI specifically measures performance against business objectives. The document provides characteristics of KPIs and emphasizes that a KPI leads to action. It introduces frameworks for determining "what" questions from marketing and startup perspectives, and stresses the importance of context and people over just tools in analytics.
Analytics... as easy as 123!
- 1. Analytics… as easy as 123! connect about.me/andykaiser
- 2. What the heck is… Analytics?
- 3. The Avinash Kaushik Definition: “The analysis of qualitative and quantitative data from your business and competition to drive continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes, both online and offline.” Want to know more? www.kaushik.net
- 5. A Metric refers to any number (that attempts to quantify performance). Metrics? KPI?
- 6. KPIs are specific metrics that quantify performance relative to business and/or digital objectives. Metrics? KPI?
- 7. a KPI echoes organizational goals KPI Characteristics
- 8. a KPI is decided by management KPI Characteristics
- 9. a KPI provides context KPI Characteristics
- 10. a KPI creates meaning on all organizational levels KPI Characteristics
- 11. a KPI is based on legitimate data KPI Characteristics
- 12. a KPI is easy to understand KPI Characteristics
- 13. a KPI leads to action! KPI Characteristics
- 14. “…a KPI is a Metric but a Metric is not necessarily a KPI!” More about KPI & Metrics : bit.ly/1lzTrT3
- 15. Start with Why? How great leaders inspire action: bit.ly/OX0t5a
- 17. ...how to answer “what?“ The ABCD Framework
- 18. How much traffic do we have? Where does it come from (Search , Referrers, Direct)? Distribution of Earned, Owned and Paid media? Acquisition
- 19. What is the behavior when people arrive? What pages did they see? Did they visit repeatedly? Did they look at what we want them to? Behavior
- 20. What gives value delivered to the business? People buying a product? Signing up for email promotions? Conversion
- 21. What characteristics of the users are important? Where do I get the data? Dimension & Datasource
- 22. ...“what?“ from a marketing perspective The RACE Framework
- 24. ...“what?“ from a pirate (startup) perspective The AARRR Framework
- 26. ... persons (analyst, experts, etc) are the most important asset. How?Not just tools…
- 27. metrics/kpis analysed in context generate the real value Context? What, When & Where…
Editor's Notes
- #16: Why is not profit, that´s an action!
- #23: Dimensions describe characteristics of your users, their sessions and actions: for example country, city or device
- #25: TODO: http://www.smartinsights.com/digital-marketing-strategy/race-a-practical-framework-to-improve-your-digital-marketing/