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Change management tactics to create a data driven culture
CULT OF ANALYTICS
3 Copies For Questions Where do you want to be? My first case What’s the hard part? Where are you? Q&A
WHERE YOU WANT TO BE…
YOU’VE MADE THE INITIAL INVESTMENTS
YOU’VE TAKEN THE TIME TO LEARN HOW ANALYTICS HELPS YOU ACHIEVE YOUR OBJECTIVES
YOU UNDERSTAND WHAT THE RETURN ON INVESTMENT IS
YOU’RE MAKING MONEY
Cost line
Profit line
Time
You Are
Here
OrganisationalReadiness
THE STEPS TO GET THERE
1) JUST STARTING OUT2) A FEW PEOPLE KNOW THEIR STUFF AND
ARE TRYING STUFF OUT3) YOU REGULARLY USE DATA TO PROVE
YOUR IDEAS HAVE MERIT ACROSS THE BUSINESS
4) THERE ARE SYSTEMS, QUALITY CONTROLS AND WAYS TO DO THINGS THAT DRIVE VALUE ON A DAILY BASIS
5) YOU’RE LIKE AMAZON
1 Ground zero
2 Test & play
3 Insight
4 Systemisation
5 The Cult of analytics
Time
OrganisationalReadiness
MY FIRST CASE
WHEN I GOT LUCKY
Voucher Code from Newspaper
7 Newspaper websites
1 form1 error
MY FIRST CASE
1) PREVIOUS CONVERSATION’S (INFORMATION)
2) WEBTRENDS 3.53) MY FIRST CONVERSION RATE4) THE SITE WITHOUT THE VOUCHER FIELD
HAD 5 TIMES AS MANY CONVERSIONS5) 60% VISITORS WERE FROM ABROAD THAT
HIT THE FORMSAint the way back machine great?http://webtrends.com in 1999
MY FIRST CASE
1) IT WAS ALL PART OF MY CUNNING PLAN2) WE WEREN’T SERVING OVERSEAS
VISITORS WELL3) LOCAL MARKETING EFFORT WAS POOR ROI4) AD REVENUE WAS MUCH HIGHER ROI5) PROCESSING CREDIT CARDS WAS AN IDEA
THE WEB TEAM GOT BEHIND
MY FIRST CASE
1) GETTING BUY IN2) RUNNING THE TESTS 3) PROVING THE CASE4) EXPLAINING IN CLEAR LANGUAGE5) THE WIN WAS IN PLACE
Jargon free blah blah blah!
My first caseThis was what I didn’t know had just happened
UrgencyLed top
downVision Comms Actionabl
eQuick Win
Continuous organisatio
nalImproveme
nt
Routinely used
Kotter change management model
Urgency in the Print Industry The biggest fear that newspaper managers have about the Internet is that electronic competitors such as Microsoft's Sidewalk and CarPoint might steal away advertising, especially classified. AJR, (American Journalism Review) May 1999
MY FIRST CASE
THERE WAS A MODEL THAT HAD ALSO (ALBEIT ACCIDENTALLY) FALLEN INTO PLACE
Editors
IT Team
Fulfillment
Ad Sales
Goals
The Hub and Spoke Model
MY FIRST CASE
1) WE STARTED AT GROUND ZERO2) WE MOVED TO TESTING AND PLAYING3) WE INADVERTENTLY BUILT THE
FRAMEWORK TO GAIN INSIGHTS AND CREATE A SYSTEM
1 Ground zero
2 Test & play
3 Insight
4 Systemisation
5 The Cult of analytics
Time
OrganisationalReadiness
WHATS THE HARD PART?
1) URGENCY DOESN’T EXIST2) MANAGEMENT BUY IN ISNT THERE3) VISION BEYOND MEASUREMENT4) COMMUNICATION IS POOR5) NO ACTIONS RESULT FROM REPORTING6) NO WINS ARE FOUND OR SHARED7) RESULTS IN NO IMPROVEMENT OR
ROUTINE
€ + $ + £ = URGENCY
WHATS THE HARD PART?
1) URGENCY DOESN’T EXIST2) MANAGEMENT BUY IN ISNT THERE3) VISION BEYOND MEASUREMENT4) COMMUNICATION IS POOR5) NO ACTIONS RESULT FROM REPORTING6) NO WINS ARE FOUND OR SHARED7) RESULTS IN NO IMPROVEMENT OR
ROUTINE
Stop calling your boss a hippo
WHATS THE HARD PART?
1) URGENCY DOESN’T EXIST2) MANAGEMENT BUY IN ISNT THERE3) VISION BEYOND MEASUREMENT4) COMMUNICATION IS POOR5) NO ACTIONS RESULT FROM REPORTING6) NO WINS ARE FOUND OR SHARED7) RESULTS IN NO IMPROVEMENT OR
ROUTINE
VisionOur vision is to be earth's most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.
Creating value for customers, to earn their lifetime loyalty
We help people trade practically anything on earth
WHATS THE HARD PART?
1) URGENCY DOESN’T EXIST2) MANAGEMENT BUY IN ISNT THERE3) VISION BEYOND MEASUREMENT4) COMMUNICATION IS POOR5) NO ACTIONS RESULT FROM REPORTING6) NO WINS ARE FOUND OR SHARED7) RESULTS IN NO IMPROVEMENT OR
ROUTINE
No Jargon
Don’t say this…..
Our conversion rate is 1.5% and our bounce rate is 51%.
We drove 100,000 visitors at a cost per visit of €0.40.
Our average order value is €350 and our cost per acquisition is €26.66.
Say this…..
Last month our website made €525,000 revenue with profit after costs of €38760.
Our big problem is we wasted €20K of our advertising spend. Our ROI could be much improved.
We need to test our offers
WHATS THE HARD PART?
1) URGENCY DOESN’T EXIST2) MANAGEMENT BUY IN ISNT THERE3) VISION BEYOND MEASUREMENT4) COMMUNICATION IS POOR5) NO ACTIONS RESULT FROM REPORTING6) NO WINS ARE FOUND OR SHARED7) RESULTS IN NO IMPROVEMENT OR
ROUTINE
Do or Do NotThere is no try (Yoda)
MEASURE ANALYZE
TESTOPTIMIZE
WHATS THE HARD PART?
1) URGENCY DOESN’T EXIST2) MANAGEMENT BUY IN ISNT THERE3) VISION BEYOND MEASUREMENT4) COMMUNICATION IS POOR5) NO ACTIONS RESULT FROM REPORTING6) NO WINS ARE FOUND OR SHARED7) RESULTS IN NO IMPROVEMENT OR
ROUTINE
There is ALWAYS something you can improve
+ + = €
WHATS THE HARD PART?
1) URGENCY DOESN’T EXIST2) MANAGEMENT BUY IN ISNT THERE3) VISION BEYOND MEASUREMENT4) COMMUNICATION IS POOR5) NO ACTIONS RESULT FROM REPORTING6) NO WINS ARE FOUND OR SHARED7) RESULTS IN NO IMPROVEMENT OR
ROUTINE
Forming habits makes routines
Sep Oct Nov Dec
WHERE ARE YOU?
1) GROUND ZERO2) TEST AND PLAY3) INSIGHT4) SYTEMISATION5) THE CULT OF ANALYTICS
What do you do next?
1 Ground zero
2 Test & play
3 Insight
4 Systemisation
5 The Cult of analytics
Time
OrganisationalReadiness
WHERE ARE YOU?
1) GROUND ZERO2) TEST AND PLAY3) INSIGHT4) SYTEMISATION5) THE CULT OF ANALYTICS
What do you do next?
1 Ground zero
2 Test & play
3 Insight
4 Systemisation
5 The Cult of analytics
Time
OrganisationalReadiness
WHERE ARE YOU?
1) GROUND ZERO2) TEST AND PLAY3) INSIGHT4) SYTEMISATION5) THE CULT OF ANALYTICS
What do you do next?
1 Ground zero
2 Test & play
3 Insight
4 Systemisation
5 The Cult of analytics
Time
OrganisationalReadiness
WHERE ARE YOU?
1) GROUND ZERO2) TEST AND PLAY3) INSIGHT4) SYTEMISATION5) THE CULT OF ANALYTICS
What do you do next?
1 Ground zero
2 Test & play
3 Insight
4 Systemisation
5 The Cult of analytics
Time
OrganisationalReadiness
WHERE ARE YOU?
1) GROUND ZERO2) TEST AND PLAY3) INSIGHT4) SYTEMISATION5) THE CULT OF ANALYTICS
What do you do next?
1 Ground zero
2 Test & play
3 Insight
4 Systemisation
5 The Cult of analytics
Time
OrganisationalReadiness
