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#GAUCBE
Stay clear from Report Monkeys
when making data driven decisions
Yves Ferket & Jente De Ridder
#GAUCBE
#GAUCBE
#GAUCBE
Let us introduce ourselves…
JENTE DE RIDDERWebanalyst@Nihiel
Hi!
#GAUCBE
We work @ Humix
Analytics &Dashboarding
ConversionOptimization
Digital StrategyUser Experience
Search EngineOptimization
Trainings &Workshops
#GAUCBE
We work @ Humix with these clients
#GAUCBE
Reality check…From « sexiest job » …
#GAUCBEReality check…
…. to « report monkey »
®
#GAUCBE
The biggest frustrations of an analyst…
#GAUCBE
The biggest frustrations of an analyst…#1: You are not heard
#GAUCBE
The biggest frustrations of an analyst…#1: You are not heard
#2: Implementation pains
#GAUCBE
The biggest frustrations of an analyst…#1: You are not heard
#3: Weird data
#2: Implementation pains
#GAUCBE
The biggest frustrations of an analyst…#1: You are not heard
#4: Time consuming recurring reports
#3: Weird data
#2: Implementation pains
#GAUCBE
Tired of being a Data Monkey?Join the monkey revolution!
Register for our“Important steps to
become a better Analyst” mailing
(www.humix.be/GAUC)Image copyright Banksy
#GAUCBE
The biggest frustrations of an analyst…#1: You are not heard
#GAUCBE#1: You are not heard
You spend your days generating report after report
but you are not heard…
You need Organizational buy in
#GAUCBE#1: You are not heard: Organizational Buy In
How to get organizational buy in.
1. Create a Measurement Plan
2. Tell Stories with data
3. Do your branding
#GAUCBE
z
#1: You are not heard: Goals Exercise
#GAUCBE#1: You are not heard: Weighting the goals
z
#GAUCBE
#1: You are not heard: Measurement Plan
The businessgoals we would like to reach:Webshop is the store with the largest revenue
Which questions take our closer to our goals:Are we convincing visitors to buy online?
What do we need to measure:# visits, # visits with product views, # visitis with transactions
What metrics & dimensions support our KPI’s:Traffic channels, device type, user demographics
Example of HuboWhat metrics & dimensions support our KPI’s
#GAUCBE
#1: You are not heard: Measurement Plan
“You have a Measurement Plan. Now, what?”
#GAUCBE#1: You are not heard: Measurement Plan
Share your Measurement Plan within the organization• Ask people feedback & approval• Hold them accountable for the KPI’s
relevant for their department
Use it as a development roadmap for data that’s not yet available
#GAUCBE#1: You are not heard: Measurement Plan
Remind yourself that it’s not written in stone. It’s a continuous effort
• A measurement plan should change along with the organization
• Learn, improve, evolve
#GAUCBE#1: You are not heard: Measurement Plan
How to handle measure requests?
• Create a form for requests (make the submitter think before a request)
• Ask them to score on added value for the organization
• Combine each request with the goal-weight of the impacted objective to prioritize your work
#GAUCBE
#1: You are not heard: Tell Stories with datathe numbers: last 7 days
#GAUCBE
the numbers: last 7 days• Is this good?• Should it be better?• What are sessions?• …
#1: You are not heard: Tell Stories with data
#GAUCBE
What are sessions > human voice added
“Last 7 days we had 199 visits on the site.”
#1: You are not heard: Tell Stories with data
#GAUCBE
Is this good or bad? > benchmark added
“Last 7 days we had 199 visits on the site.
This is -9.55% from our target.”
#1: You are not heard: Tell Stories with data
#GAUCBE
Are we improving? > benchmarked vs previous period
“Last 7 days we had 199 visits on the site.
This is -9.55% from our target. Compared to previous period of 7 days, this is a -8.3% difference.”
#1: You are not heard: Tell Stories with data
#GAUCBE
I’m more like a visual kind of person….? > Add big numbers
#1: You are not heard: Tell Stories with data
#GAUCBE
Is this last week or last 7 days?> Add period
#1: You are not heard: Tell Stories with data
#GAUCBE
I’m like a really visual person? > Add Gauge
#1: You are not heard: Tell Stories with data
#GAUCBE
Did we have good or bad days?> Add Sparkline
#1: You are not heard: Tell Stories with data
#GAUCBE
Tell me again…what is this?> Add explanation
#1: You are not heard: Tell Stories with data
#GAUCBE
Context is crucial for story telling:“My marketing agency is doing a good job”
#1: You are not heard: Tell Stories with data
#GAUCBE
Context is crucial for story telling:…combined with “is it getting colder?”
#1: You are not heard: Tell Stories with data
#GAUCBE
#1: You are not heard: Do your brandingPromote • yourself• your work• your team
#GAUCBE
Create a brand
Make your team known within the organization.
Come up with a name & logo(even if it’s ugly).
#1: You are not heard: Do your branding
#GAUCBE#1: You are not heard: Do your branding
Big screen dashboards make your work visible
#GAUCBE#1: You are not heard: Do your branding
Promote your work
Create an internal newsletter to share insights & experiment outcomes
Helps in establishing a testingculture within the organization
#GAUCBE
Create a central knowledge base:
a place where al insights, whitepapers, … are easily findable for your “clients”
#1: You are not heard: Do your branding
#GAUCBE#1: You are not heard: Do your branding
Take a supportive attitude to your “clients”:
how can I make the others shine through my data results?
Deliver bad news in a “shit sandwich”.
<Good – Less Good – Good>
#GAUCBE
The biggest frustrations of an analyst…#1: You are not heard
#2: Implementation pains
#GAUCBE
#2 Implementation pains: the IT department
#GAUCBE#2 Implementation pains: Tag Manager
Two words:TAG MANAGER
#GAUCBE#2 Implementation pains: Tag Manager
Two words:TAG MANAGER
IT people love Tag Manager • They see you less often• You can help yourself most of the
time• Versioning
IT people hate Tag Manager • Wait what? You can insert code
on ANY page of the whole website?
#GAUCBE#2 Implementation pains: Tag Manager
Our secret recipe: gtm.blacklist
Define clearly what type of tags can and can not be published without IT involvement.
And off course…• Respect their sprints/ticketing system• Educate them on Analytics
#GAUCBE
The biggest frustrations of an analyst…#1: You are not heard
#3: Weird data
#2: Implementation pains
#GAUCBE
“Analysts spend as much as 40 percent of their time validating data”- Forrester research
#3: Weird Data
#GAUCBE#3: Weird Data: High Traffic, weird source
A city that is a bigger provider than Telenet or Proximus??
#GAUCBE#3: Weird Data: Bounce rate gone, auto event firing
Somebody made an event + custom metric…that auto-fired on every page.Bye, bye bouncerate.(Kudos for documenting it)
#GAUCBE#3: Weird Data: A lot of Visits, cross domain errors
Cross domain tracking not set up correct: New session triggered
www.mysite.com
blog.mysite.com/home
blog.mysite.com/page2www.mysite.com/
blog.mysite.com/
#GAUCBE#3: Weird Data: not understanding hit vs session vs user level dimensions
More Users than sessions. That can’t be correct … but it is...
#GAUCBE
#3: Weird Data: how to prevent?Implementation issues and how to solve them
1. Understand how Google Analytics works2. You Everybody needs to document changes3. Data debugging. Know your tools
#GAUCBE#3: Weird Data: Debugging tools
WaspChrome extension
Tag AssistantChrome extension
Observe PointChrome extension
GA DebugChrome extension
Screaming frogcrawler
Charlesweb debug proxy
#GAUCBE#3: Weird Data: Understand how GA works
#GAUCBE
Must know!!
Impressive!
Regular ExpressionsMeasurement protocolDebugging toolsAnalytics InterfaceTag ManagementExcel/Sheets wizardCommon Sense
Analytics API’s + scrapingDashboardingJavascript, Xpath,… Good job!!
#3: Weird Data: Knowledge levels of an analyst
#GAUCBE
The biggest frustrations of an analyst…#1: You are not heard
#4: Time consuming recurring reports
#3: Weird data
#2: Implementation pains
#GAUCBE
When you still are that monkey who:1. Goes into Google
Analytics/Facebook Insights/<insert tool here> …
2. ...and exports a bunch of data3. ...to cut/paste/replace last’s
month data4. ...and email it to your collegues
#4: Recurring reports
#GAUCBE#4: Recurring reports: Break free! Christian Lohman/Getty Images
#GAUCBE
Try this.
Just stop sending those reports. Kill them all.
You’ll be amazed how much complaints you’ll get.
Too often: zero to none.
#4: Recurring reports: Break free!
#GAUCBE
#4: Recurring reports: AutomateDo not export – import: Automate
GA Spreadsheet Add-onGoogle Sheets add on
SuperMetrics Google Sheets add on
#GAUCBE#4: Recurring reports: Automate
Supermetrics uses 32 different sources for your data (paying version)
You only need to adapt start & end date + refresh the queries (and that can also be automated)
#GAUCBE#4: Recurring reports: Automate
Get data that is online, but not even on your own site (weather, …)
Quick example: GAUC attendees list
#GAUCBE#4: Recurring reports: Automate
Quick example: HTML container :<div class="description-inner">
Google Sheets Formula=IMPORTXML("http://www.gauc.be/attendees","//div[@class='description-inner']")
#GAUCBE#4: Recurring reports: Automate
Learn the API: Use the query explorer Craft your own data sets
(example: the Google Analytics Demo Account)
#GAUCBE#4: Recurring reports: Automate
Dashboards
Telling stories with data works better in custom environments
(We like Klipfolio & Tableau)
#GAUCBE#4: Recurring reports: Automate
DashboardsBecause the internet doesn’t stop at Google data
(klipfolio datasources)
#GAUCBE
#4: Recurring reports: Intelligence events
Intelligence events & Custom alerts
Remember that bounce rate?
#GAUCBE
“we like it in this format because we are used to it”
Do not comply:• Try to tell a story with data• Mix plain text with graphics
where needed
#4: Recurring reports: Excel Dino’s
#GAUCBE
Make your organization data driven
#GAUCBE
Make your organization data driven#1: Make yourself & your work known within the organization
#GAUCBE
Make your organization data driven#1: Make yourself & your work known within the organization
#2: Define clear roles & responsibilities together with IT
#GAUCBE
Make your organization data driven#1: Make yourself & your work known within the organization
#2: Define clear roles & responsibilities together with IT
#3: Understand the data collection
#GAUCBE
Make your organization data driven
#4: Automate reporting
#1: Make yourself & your work known within the organization
#2: Define clear roles & responsibilities together with IT
#3: Understand the data collection
#GAUCBE
No report monkey, no more!
#GAUCBE
Any Questions?
