Context Matters - Shifting from Reporting to Analysis
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Reporting on individual metrics in isolation will only get you so far. Data-driven decision making requires deeper analysis that includes additional context. This context often comes from a variety of data sources, many of which are siloed. Learn about the importance of data context, as well as specific steps on how to provide context across a variety of data sources.
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Context Matters - Shifting from Reporting to Analysis
- 1. CONTEXT MATTERS SHIFTING FROM REPORTING TO ANALYSIS Josh Moe, Senior Digital Analyst HealthPartners
- 2. ABOUT ME • Background in Digital Marketing, Web Development, Analytics • Recently married • College Football fanatic • Passion Areas: – Marketing Technology/Infrastructure – Web Performance – Digital Privacy – Netsec/Infosec
- 3. DIGITAL ANALYTICS EVOLUTION AT HEALTHPARTNERS • 04/16 – Single analytics contractor • 04/18 – Digital Analytics team • Migration from Google Analytics Premium > Adobe Analytics • Merge web + internal data sources • Automated, Serverless ETL Application • Shifting to analysis
- 4. KEY CONSIDERATIONS • Upfront efforts pay dividends • Partnership is required • Simple, not easy
- 5. But there is a lot of noise Listening is great… There are lots of hay stacks and very few needles…
- 7. REPORTING VS. ANALYSIS Reporting: Organizing data into informational summaries; providing static metrics in isolation Analysis: Process of exploring data, typically from multiple sources, in order to extract meaning, insights, and ultimately, to provide recommendations and value to end consumers
- 8. EXAMPLE REPORTING • Isolated, static metrics • Not actionable • No context • No insights or recommendations
- 9. EXAMPLE ANALYSIS • Multiple data sources • Calculated Metrics • Derived meaning • Actionable next steps Channel Cost per New Visitor Conversions Cost per Conversion SEM $2.60 14 $106 Social $3.84 5 $280 Display $4.50 12 $75 Goal: Drive new visitors to the blog & generate new email subscribers Finding Action SEM was most effective at driving new traffic Shift Social budget to SEM for top of funnel Display had the lowest cost per conversion Determine which tactics/targeting performed best
- 10. “IT’S ALMOST LIKE SOME ORGANIZATIONS RUN OUT OF GAS AFTER THE INITIAL SET-UP-RELATED ACTIVITIES AND DON’T MAKE IT TO THE ANALYSIS STAGE. IN ADDITION, SOMETIMES THE LINES BETWEEN REPORTING AND ANALYSIS CAN BLUR – WHAT FEELS LIKE ANALYSIS IS REALLY JUST ANOTHER FLAVOR OF REPORTING.” – BRENT DYKES, ADOBE REPORTING VS. ANALYSIS
- 11. REPORTING VS. ANALYSIS Reporting Tasks • Building • Configuring • Cleaning • Organizing • Summarizing Analysis Tasks • Examining • Segmenting • Questioning • Comparing • Interpreting
- 12. REPORTING VS. ANALYSIS Reporting Distribution • Passive • Reports • Dashboards • Alerts Analysis Distribution • Active • Annotated reports/dashboards • Discussions • Action *Technology can enable you to scale reporting without people resources *Analysis does not scale without people resources
- 13. COMMON SCENARIOS
- 14. COMMON SCENARIOS “Forgot to email you when we launched - We’ve been running this campaign for a few weeks now, how are we doing?” - Marketer
- 16. COMMON SCENARIOS “We need to build a new landing page for this campaign, can we get some data?” - Marketer
- 18. COMMON SCENARIOS “We’ve been sending paid and organic social traffic to the blog for a year now, tell us how awesome we are!” - Marketer
- 21. 5 STEPS TO A SUCCESSFUL ANALYSIS Execute P D E Purpose A Analyze P Package Design
- 22. PDEAP IN ACTION 1- Purpose 2- Design 3- Execute 4- Analyze 5- Package • Analytics Implementation • Campaign Implementation • Monitoring Goals & Objectives Data & Insights are packaged, explained, and distributed to stakeholders Analysts make sense of the data• Attribution • Requirements TECHNICAL STAGE INSIGHT STAGE Insights & recommendations provide continuous improvements
- 23. 1. PURPOSE WHY ARE WE DOING THIS?
- 24. 1. PURPOSE How do we define success? What are we trying to do? What do we need to track? What decisions do we plan to make with the analysis? When do we need to report results? When & how are we going to take action based on the insights? Common Question Making the Shift
- 25. 1. PURPOSE 4 Key Considerations 1. Collaborative 2. Actionable! 3. Timely 4. Progress not perfection
- 26. 1. PURPOSE
- 27. 1. PURPOSE – PREVIOUS STATE
- 28. 1. PURPOSE – CURRENT STATE OBJECTIVE GROWTH Goals Acquire new visitors to the blog Push new blog traffic into services-related content sections KPIs % return rate for new visitors Number of non-blog pageviews per visit Metrics Average time spent on the blog & non-blog pages % organic search for return visitors Segments 1st time visitors to the site Return visitors acquired through the blog Targets 25% return rate for new visitors acquired through blog
- 29. BUT, BUT WHAT ABOUT BOUNCE RATE?!
- 30. OK, FINE, BUT WHAT ABOUT SCROLLING?!
- 31. OK, FINE, BUT WHAT ABOUT SCROLLING?! 100% Scroll Rate
- 32. 2. DESIGN HOW ARE WE GOING TO DO THIS?
- 33. 2. DESIGN • Business Requirements – What is required? • Solutions Design Requirements – How do we structure it? • URL Tagging specifications • Data Sources Design documentation translates the purpose into a set of prescriptive, tactical criteria
- 34. 2. DESIGN – PREVIOUS STATE 70+ requirements for one application redesign
- 35. 2. DESIGN – CURRENT STATE Category Name Action (if the user…) Capture (data to collect) Notes Business Requirements Solutions Design Requirements/Data Dictionary Category Event Description eVar Prop Classifications
- 36. 2. DESIGN – CURRENT STATE Digital Grid (URL Tagging) • Consistency • Governance • Segmentation
- 37. 2. DESIGN – CURRENT STATE Automated, Serverless ETL: Data aggregation for the masses • Source sources • Keys to map • Individual metrics/dimensions
- 38. 3. EXECUTE LET’S DO THIS!
- 39. 3. EXECUTE
- 40. 3. EXECUTE Self-service dashboards & alerts (“reporting”) can be invaluable assets for quick insights before an analysis is necessary
- 41. 4. ANALYZE WHAT DOES THIS MEAN?
- 42. 4. ANALYZE • Always go back to purpose & initial requirements • Let your curiosity roam • Find ways to challenge you & your data • Don’t take things at face value
- 43. 4. ANALYZE – PREVIOUS STATE
- 44. 4. ANALYZE – CURRENT STATE
- 45. 5. PACKAGE FOR ACTION HERE’S WHAT WE’RE GOING TO DO
- 46. 5. PACKAGE Discuss it Show it Share itExplain it
- 47. 5. PACKAGE – PREVIOUS STATE Less than $2/pageview Kids get $10 prescriptions for fruits and veggies Get your kids ready for school sports Is joint replacement surgery right for you? Two great ways to help manage stress Sitting too much? 6 tips to de-germ your home Breast cancer is the most commonly diagnosed cancer in women after skin cancer 9 things to know about Alzheimer’s Disease What back-to-school immunizations does my child need? Preparing for your first mammogram Exchange your Halloween candy for fresh fruits and veggies Spend Pageviews
- 48. 5. PACKAGE – CURRENT STATE 75,000 First time visitors to healthpartners.com via a Healthy Living blog post 15,000 20% of visitors returned to HP.com after finding us via the blog 5,000 Returned to do something else (find a doctor, find care, etc.) 10,000 Returned to read another blog post Finding: 33% of return visitors end up on service- oriented content pages
- 49. 5. PACKAGE – CURRENT STATE Recommendation: Continue to optimize for search so our top-of-funnel/awareness channels, like social, are as effective as possible 0 200 400 600 800 1000 1200 1400 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Visits Organic Search Traffic to the Blog Organic Traffic Finding: 3x more users find us through organic search after initially finding us via the blog
- 50. 5. PACKAGE – CURRENT STATE Finding Action Simple finding Actionable recommendation Simple finding Actionable recommendation Simple finding Actionable recommendation One-pager
- 51. BRINGING IT ALL TOGETHER
- 52. 5 STEPS TO A SUCCESSFUL ANALYSIS Execute P D E Purpose A Analyze P Package Design
- 53. RESOURCES Email me – Joshua.d.moe@gmail.com Simo Ahava – https://www.simoahava.com Jan Exner - https://webanalyticsfordevelopers.com Jeff Sauer - https://www.jeffalytics.com (Analytics Course, DemandQuest, UST) Luna Metrics Blog - https://www.lunametrics.com/blog MinneAnalytics - http://minneanalytics.org
- 54. YOU GET A RESOURCE, YOU GET A RESOURCE, EVERYONE GETS A RESOURCE!
Notas del editor
- where the industry is with reporting vs analysis, leadership buy-in, analysis is only one input input the decision
- analysis is more strategic and not templated
- hyperbole of ai/machine learning
- true story – basis for the examples in upcoming slides
- these all must happen in order for the best results – you can overcome missteps but it makes it more difficult for the analysts
- back to social/blog example - value of returning users based on high new user rate from social promotion to the blog. what happens when/if they return?
- governance across enterprise for UTM tagging
- tells us what happened but not why
- stick to requirements, avoid vanity metrics, beware of analysis paralysis, hypothesis model – find all the ways in which your assumption is false – challenge your data know when the analysis is complete
- 88% of return traffic to the blog is via Facebook and 6.7% is organic search 63% of return traffic to non-blog content is social vs. 17.5% organic
- these all must happen in order for the best results – you can overcome misteps but it makes it more difficult for the analysts