From boring numbers to actual business value
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The document discusses effective online analytics through case studies of Lego and Danske Bank, emphasizing the importance of commitment, organization, and prioritizing people over tools. It highlights the need for top management buy-in, continuous training, and focusing on a few key performance indicators (KPIs) to drive business value. Additionally, it challenges the artificial distinction between B2B and B2C e-commerce practices.
From boring numbers to actual business value
- 1. From boring numbers to actual business valuePeter Sejersen - ps@jboye.dk
- 2. Google vs. Grundfos in 2009
- 3. Agenda Google’s secret Case: LEGO Online analytics the right way Case: Danske Bank Getting started
- 4. “Yes, it’s true that a team at Google couldn’t decide between two blues, so they’re testing41 shades between each blue to see which one performs better. I had a recent debate over whether a border should be 3, 4 or 5 pixels wide, and was asked to prove my case. I can’t operate in an environment like that.”- Douglas Bowman, Google's (former) Visual Design Leader,
- 5. Google’s Secret?They let the numbers decide
- 6. B2B vs B2C“Being B2B doesn't free the site from attending to the conventional best practices of e-commerce design. The entire distinction between B2B and B2C is rather artificial.”- Jakob Nielsen
- 7. AgendaGoogle’s secretCase: LEGO Online analytics the right way Case: Danske Bank Getting started
- 9. LEGO’sorganisational setup“Online Intelligence” department with 3 people
- 10. Works with existing websites + new projects
- 11. Focus on training and self service (+ a service hotline)
- 12. Continuous buy-in from top management
- 13. Focus on few KPIs – and remember to set actionsAgendaGoogle’s secretCase: LEGOOnline analytics the right way Case: Danske Bank Getting started
- 14. Online Analytics the right way1: Commitment
- 15. Online Analytics the right way2: Organisation
- 16. Online Analytics the right way3: People over tools“10% of the budget should be spent on tools, and 90% spent on people (brains) who will be responsible for the insights.”- AvinashKaushik, Web Analytics an Hour a Day
- 17. AgendaGoogle’s secretCase: LEGOOnline analytics the right wayCase: Danske Bank Getting started
- 18. Case study: Danske Bank
- 20. Danske Bank: Book a meetingImproved the formula for “Book a meeting”
- 21. Improved the conversion rate by 2% = 1900 meetings pr. year
- 22. Outcome: more money earned and money saved via self-service
- 23. But… how to interpret the number?Danske Bank: Organisation3 full time employees (actually 1 + 4 half-time)
- 24. Competencies: Finances, commercial, marketing, technology, coding, business understanding.
- 25. Still a part of the web team – but getting more and more involved in the business
- 26. Communication: Need to speak many languages
- 27. Training: Training, training, training… and training!AgendaGoogle’s secretCase: LEGOOnline analytics the right wayCase: Danske Bank Getting started
- 28. Pick the low-hanging fruits
- 29. Content – is it worth the effort?ViewsContent items
- 30. Share the intelligenceOn the desks of the editorsIn the report for your managerIn the internal newsletterIn your annual employee evaluationIn the redesign documentationOn the intranetIn the cantina…
- 31. World’s best surveyWhy did you come this time?Did you achieve your objective?If not, why not?
- 32. Think tracking!
- 33. Thank you! - Questions?Join other online professionals:J. Boye group on LinkedIn (+500 international practitioners):www.linkedin.com/groups?mostPopular=&gid=972937
- 34. About J. BoyeIndependent networking and knowledge sharing firmCommunity of practice: +300 members; practitioners onlyMembers in Denmark, Europe, Germany, UK and USA