Slide 1
Advanced Analysis Program
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Five Stages of Web Analytics MaturityAnalysis Barrier
As reported by industry experts2
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We Typically See a Few More!3Analysis BarrierOur experience
tells us that organizations struggle to reach the site analysis
stage
0.3 Customize Tag0.2 Basic Reporting0.1 Out of the box site
tag0.4 Customized Report Set & Heavy ad-hoc reporting
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4Advanced AnalysisDo you do web analytics?Or do you do web
reporting?
For most organizations, moving from lots and lots of ad hoc
reporting to actual data-driven decision-making based on analysis
has proven to be as difficult as breaking the sound barrier.
We call this problem:The Analysis Barrier
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5Analysis vs. ReportingOrganizations and Web analytics in
general has been cursed by unrealistic expectations about
reporting.Can you really manage your business with 3 or 4 KPIs?Do
you really believe that complex business decisions can be reduced
to a single number?
The problem with most reporting systems isnt the KPIs or the
presentation of those KPIs. Its the misconception that reporting
drives change.
Analysis true studies of complex business problems that drive
real-world recommendations use careful data-driven study of a
problem to produce actual recommendations for change.
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6What does Analysis Do?It doesnt magically produce
recommendations for change. Instead, it couples a deep
understanding of a problem and its real-world (data) description
with thought about how to solve it.
Analysis can set the table for Testing and is the
appropriate/necessary accompaniment to any MVT or A/B testing
program.
Analysis can assist mightily in developing site and targeted
marketing optimizations that better match creative/product to
customers and visit types.
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7Analysis is not Death by Numbers
This is what WE see NOT WHAT YOU SEE!
In the next 3 slides youll see real examples of an analysis
looks like to our customers.
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This use-case is a common one in a multi-channel world visitors
looking a retail location:
Example from eMetrics Kohler Presentation8
The Reason for Visit question is a fantastic guide for Use-Case
analysisMatch to the behavioral signal and compare intent to
actualWhen using survey data, the obvious next step is to check
use-case specific satisfaction.
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Greg Dowling (GD) - Gary - can you source these quotes?Analyze
both sides of the use-case (the intent and the behavioral) and pay
particular attention to what happens in the mismatches.
Example from eMetrics Kohler Presentation9
How many visits show the appropriate behavioral signal?How long
does it take to succeed?Whats the impact of failure?Are customers
letting us know theres a problem?
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Greg Dowling (GD) - Gary - can you source these quotes?Always
drive to real recommendations. In this case, the use-case data
indicated that the main problem was finding the right site
area.
Example from eMetrics Kohler Presentation10
Recap the issue you intend to solve.Make specific
recommendations for testing.Show real-world site examples that
illustrate the technique.
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Greg Dowling (GD) - Gary - can you source these
quotes?11Semphonic is the leading web analytics consultancy in the
United States.
Our heritage in database marketing has kept us focused on how to
use not report on web behavior.
Weve pioneered a rich set of processes, methodologies, and
techniques for solving a range of complex online business
problems.
Together, these form a powerful analytic framework that can help
you shatter the Analysis Barrier.
Semphonic
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12We use every tool in your arsenal from Web analytics tools
like SiteCatalyst, Discover, NetInsight, Explore and WebTrends to
SAS and SPSS, Tableau, SQL, R, and Excel to drive insight.
But it isnt tools, its the processes, people and methods weve
developed over thirteen years of analysis that the real
difference.
Heres how
Much More than Tool Experts
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13QuestionsEverybody shares the same basic questions:
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14AnswersWe have the analysis techniques to provide answers and
drive site improvement and testing programs:
Countless types but 2 Bellwether and 3 very common types.
Functionalism and Use-Case analysis provide a complete description
of site effectiveness These are perfect table-setters for a testing
program and for all subsequent analysisThey also provide a rich
vocabulary for talking about and understanding site
performanceInternal Search Analysis is use-case based at the
keyword level. Facet-stacking. Internal Optimization and
optimization vis--vis site navigation14
15AnswersTo improve the efficiency of marketing spend:
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16AnswersTo drive every aspect of the online channel:
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17AnswersAnd optimize your information and learnings across the
whole business:
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18Breaking the Analysis BarrierTransforming your web analytics
from passive reporting to data-driven decisioning:
We start with a customized plan that focuses on the most
impactful projects for your site.
Analytic Roadmap Your Customized Analysis Plan
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19How it WorksThe Comprehensive Analysis Program:Data Quality
Audit: A careful review of your existing infrastructure and
recommendations to improve collection for analysis.Analytics
Roadmap: Identifies the analysis projects that make sense for your
organization, prioritizes, and lays out an overall analysis
plan.Ongoing Deep-Dive Analysis: Paced at a rate that makes sense
for your organization, Semphonic executes on the Roadmap.
Delivered in retained relationships beginning at $7K a
month.
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20Semphonic: Know. Right. Now.
Good measurement doesn't inform. It transforms.
The time to change how you do business online is now!
Gary [email protected]
884-2511http://semphonic.blogs.com/semangel/@garyangel
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