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THE MATURITY PROCESS OFWEB ANALYTICS AT ALBELLI
Anton Buning, April 2014
CONTENT
• About Albelli• Our funnel• Two years ago
• Foundation• Maturity
Model• Takeaways
ABOUT ALBELLI
• Part of Albumprinter
• One of the leading photo book suppliers in Europe
• Growing number of product categories
• Active in 8 countries
WEB ANALYTICS AT ALBELLI
• Two Web Analysts• Part of the UX team
Main focus areas:Conversion Rate OptimizationMarketing Optimization
OUR FUNNEL
DISCOVERY• Products• How it works• Tips and Tricks• Customer Service
DESIGN
• Offline Editor• Online Editors
BUY
• Checkout
TWO YEARS AGO
GET THE FOUNDATION RIGHT
• Re-implemented Adobe Analytics in all our online areas:
• Setup automatic reports and dashboards
DISCOVERY• Products• How it works• Tips and Tricks• Customer Service
DESIGN
• Offline Editor• Online Editors
BUY
• Checkout
GET THE FOUNDATION RIGHT
• Restructuring campaign tracking and alignment with promo codes
MAINTAIN YOUR
WA FRAMEWORK
WHAT’S NEXT?
• Self reflection
• Maturity Model: Stephane Hamel
METHODOLOGY MATURITY
Reflects the methods which are used around WA and CRO
Goals: More structure More productive More agile
Methodology
STEP BY STEP
PHASE 1
- Few people
- Ad hoc tests
- A/B Tests
PHASE 2
- More people
- Centralized docs
- Idea collection
- Targeting
PHASE 3
- Multidisciplinary
- Stakeholders
- CRO Process
- Dev Value Stream
CURRENT PHASE
WA is active in almost all steps
1. BACKLOG
2. UX - FOUNDATI
ON
3. UX-REVIEW
4. DEVELOP
MENT
5. CRO
6. LIVE
HERO SHOT TEST
CTR: + 20%
Conversion rate: + 10%
Control Variation
ORGANIZATION MATURITY
Goals: Increase awareness Increase knowledge level
Reflects the level and adoption of WA in the organization
Organization
Share, Share, Share:
• Results
• Update sessions
• Marketing sessions
AWARENESS
TRAINING PROGRAM
1.Survey around colleagues
2.Create a planning
3.Create docs
4.Give trainings
KEY TAKEAWAYS
1. Get your foundation right and maintain
2. Define your end state and go step by step to become in the lead
3. Share your results and educate your internal customer
THANK YOU!
Maturity Models:• Online Analytics Maturity Model (OAMM) - Stephane Hamel• Capability-Maturity Self-Assessment Tool -
adobeanalyticspro.com
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