Analysing Analytics - Business Insights From Google Analytics By Peter O'Neill

Analysing Analytics - Business Insights From Google Analytics By Peter O'Neill

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  From Analytics toBusiness Insights 19th Mar 2015
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  G’day, I’m Peter 19thMar 2015Page 3 I run an Analytics consultancy @peter_oneill
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  Example of abusiness gone wrong 19th Mar 2015Page 4 @peter_oneill
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  Page 5 THE THEORY 19thMar 2015@peter_oneill
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  Purpose of DigitalAnalytics  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 Page 6 19th Mar 2015@peter_oneill
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  Getting Value fromWeb Analytics Page 7 High Quality Data Business Objectives Improved Performance 19th Mar 2015@peter_oneill
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  An example ofsuccess with analytics  Identify a problem area  Collect the necessary data for insights  Use that data to resolve the problem  (one off or ongoing) Page 8  My favourite talk from eMetrics London 2013 19th Mar 2015@peter_oneill
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  Page 9 PRACTICAL EXAMPLES 19thMar 2015@peter_oneill
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  Practical Examples –The Retail Funnel Page 10 19th Mar 2015@peter_oneill
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  Practical Examples –Browser Performance Page 11 19th Mar 2015@peter_oneill Lost Conversions
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  Practical Examples –Form Validation Errors Page 12 19th Mar 2015@peter_oneill
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  Practical Examples –Most Popular Content  Web Analytics is useful for all types of websites, not just ecommerce  How do you evaluate content websites?  Thinking beyond views  “reads” – based on use of scroll or time on page  Shares – on social media or via email  Comments – or other interactions  Can group content/articles/blog posts based on:  Normal – category or topic, sub category  Not as obvious – author, language  Even less so – age, length, how accessed 19th Mar 2015@peter_oneillPage 13
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  Practical Examples –Marketing Performance  Are you getting the best return for your marketing spend?  Focus on the quality of traffic, not the quantity! 19th Mar 2015@peter_oneillPage 14
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  Page 15 WHAT ISNEEDED FROM YOU 19th Mar 2015@peter_oneill
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  Business Intelligence Requirements Or more simply – What do you need to know?  Is based on the decisions you make and the areas you can influence  This separates “need to know” from “nice to know”  Every business will be different  Will also vary between departments and levels Page 16 Objectives => KPIs => data requirements 19th Mar 2015@peter_oneill
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  Initial 3 Barriersto Overcome 1. Know what you need to know 2. Capture this information 3. Be able to access the information Page 17 @peter_oneill 19th Mar 2015
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  Access to theinsights  Dashboards are your friend  Users have the information they need at their fingertips  Ensure users know what information is available and how to get at this information  Training is critical to give users the basic skills  Smart people trump dumb tools Page 18 One of the biggest barriers to getting value from Web Analytics is too much data 19th Mar 2015@peter_oneill
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  Issues to beaware of 19th Mar 2015Page 19 Accuracy Web Analytics is “free” Creativity @peter_oneill
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  Thoughts to leaveyou with  Web analytics can give you a competitive advantage  But be realistic – it is not easy or free and will not happy overnight  With great power comes great complexity  Set your objectives and take small steps  Data and even insights have no value in themselves – the value comes from actions  The phrase I repeat the most What is your business question? Page 20 19th Mar 2015@peter_oneill
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  19th Mar 2015Page21 SO WHAT ARE YOUR BUSINESS QUESTIONS? @peter_oneill
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  THANK YOU Page 22 Ican be found at • [email protected] • @peter_oneill • +44 7843 617 347 • www.linkedin.com/in/peteroneill 19th Mar 2015
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  21st April, 2012Page23