Latest copy impacting business performance with analytics
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The document emphasizes the importance of digital analytics in driving business performance and profitability for online organizations. It provides practical tips for setting up analytics, tracking key performance indicators, and analyzing user interactions to identify and rectify underperforming areas. The overall message is to educate teams about analytics and integrate it throughout the organization to foster a data-driven culture.
Latest copy impacting business performance with analytics
- 1. Impacting Business Performance with Analytics 12th Nov 2015
- 2. G’day, I’m Peter This all keeps me busy… @peter_oneill #emetricsPage 2 I run an Analytics consultancy I also organise some Analytics events 28th Oct 2015
- 3. How do you use Digital Analytics? @peter_oneillPage 3 #ilive2015
- 4. To provide intelligence that informs business actions leading to an improvement in performance for online organisations To provide intelligence that informs business actions leading to an improvement in performance for online organisations Purpose of Digital Analytics Page 4 @peter_oneill #ilive2015
- 5. Purpose of Digital Analytics To be more blunt, the purpose of Digital Analytics is: 1. To make your company more money 2. So you get a bigger bonus/pay rise Page 5 Photo Credit: HikingArtist.com via Compfight cc @peter_oneill #ilive2015
- 6. Example of Using Analytics @peter_oneillPage 6 #ilive2015
- 7. The Plan for Today Set of Tips & Tricks @peter_oneillPage 7 Photo Credit: HikingArtist.com via Compfight cc #ilive2015
- 8. Page 8 ANALYTICS SET-UP TIPS @peter_oneill #ilive2015
- 9. The 1st task to get value from an Analytics tool Back away from your computer… …what are your business questions? Page 9 © dotmatchbox via Compfight cc @peter_oneill #ilive2015
- 10. Three of my learnings re tracking 1. Don’t aim for perfection 2. Creativity is critical (yes really) 3. Your tracking solution should be aimed at the lowest common denominator Page 10 5 Platinum 4 Gold 3 Silver 2 Core 1 Basic @peter_oneill #ilive2015
- 11. Core Information Page Information Page Naming Convention Page Type URL & Referrer Campaign Tracking Detailed tracking for all channels Macro Conversion Actions Directly tied to business success Visitor Information Visitor Type Customer ID @peter_oneillPage 11 #ilive2015 5 Platinum 4 Gold 3 Silver 2 Core 1 Basic
- 12. Getting the Page Naming Convention right Three rules for any page naming convention One page name per page on the website Hierarchy that groups pages in a logical manner All page names are intuitive so recognised by anyone Example page naming convention for a retailer #ilive2015@peter_oneillPage 12 /homepage /department/<department name> /product-list/<department name> /<product list name> /search-results?term=<search term> /product/<department name> /<product list name>/<product name> /error-page/<error number>-error /checkout/cart /checkout/process/<page name> /checkout/confirmation /store-finder /store-finder/<store name> /account/<page name> /my-account/<page name> /business/<page name>
- 13. Example of content information Title: chinas refined nickel imports rise 59 in september Content ID: 3500554 Category: base metals Author: ellie wang Language: english Image Flag: no Video Flag: no Access Method: homepage article list Publication Date: 2015-10-26 Days since Publication: 16 Recency: recent Number of Words: 265 Length: medium Page 13 @peter_oneill #ilive2015
- 14. Example of content interactions View Article Read Article Based on time on page Based on scrolling to bottom Comment on Article Share Article Via Social Media View email Print Article Add Clipping Click to view another article Sign up with website Page 14 @peter_oneill #ilive2015
- 15. Page 15 ANALYSIS & INSIGHTS TIPS @peter_oneill #ilive2015
- 16. Analysing a website funnel performance Page 16 @peter_oneill #ilive2015
- 17. Business Performance Diagnostic Identify underperforming areas Create a list of actions with value per fix #ilive2015@peter_oneillPage 17
- 18. Monitor negative experiences on the website Are negative website experiences an issue for you? 1. Viewing 404 Error pages 2. Experiencing Form Validation errors 3. Returning zero results from an internal search If % Sessions that experience issues is above X%, take action Set own limit but should be below 5% @peter_oneillPage 18 #ilive2015
- 19. Identify the cause of form validation errors Page 19 @peter_oneill #ilive2015
- 20. Identify the cause of 404 error pages From my core tracking recommendations: 1. The full URL of the page being viewed 2. The referrer to this page Key use is identifying the cause of 404 error pages URL that generated error Previous page whether off site or an internal page @peter_oneillPage 20 #ilive2015
- 21. Identify search terms with 0 search results Tracking required is search terms for each search and the number of search results that are returned Get a report of search terms with ZERO search results Fix it so people can find what they were looking for @peter_oneillPage 21 #ilive2015
- 22. The Perfect Report See this… … do that Page 22 © Sport tactic via mind the product @peter_oneill #ilive2015
- 23. Merchandise Report A.Most popular product B.The money maker C.Something is wrong D.Another issue here E.Opportunity product, make more visible #ilive2015Page 23 @peter_oneill
- 24. Content Report Remember all that content tracking earlier? Article #2 – is not actually that good Article #11 – promote everywhere you can Note these reports can also be grouped by category, author, etc #ilive2015@peter_oneillPage 24
- 25. Page 25 COMPANY & PROCESS TIPS @peter_oneill #ilive2015
- 26. Ambition: Analytics Perfection Cannot be achieved when access to the analytics data/intelligence is controlled by the few #ilive2015Page 26 @peter_oneill
- 27. Educate people on the basics – then more HITS – How Idiots Track Success UVs = Users = unique browsers = inflated number Campaign tracking is easy, attribution is hard You can track anything e.g. Weather #ilive2015Page 27 @peter_oneill
- 28. Exposing analytics to the organisation Analytics is not about reporting… …but reporting is critical for analytics #ilive2015Page 28 Executive Summary Ecommerce Top Products Availability Marketing Organic Social Media Content Landing Pages Blog Posts Performance Summary @peter_oneill
- 29. People want data? Once you have educated people, they should start asking questions & making requests If people want analytics support, must first give: 1. An hypothesis of what they expect to see in the data 2. The action they will take based on the data #ilive2015Page 29 @peter_oneill
- 30. Analytics needs to go viral Spread throughout the company For every new campaign & website feature Success is defined KPIs are defined Targets are set Is tracked properly Performance is evaluated The business learns & improves #ilive2015Page 30 Photo Credit: Postmemes.com via Compfight cc @peter_oneill
- 31. A Vision for the Future This is reality for some companies @peter_oneillPage 31 #ilive2015
- 32. THANK YOU Page 32 I can be found at • peteroneill@l3analytics.com • @peter_oneill • +44 7843 617 347 • www.linkedin.com/in/peteroneill @peter_oneill #ilive2015