Analytics are spoken about so often when it comes to online businesses. But how many actually use analytics efficiently? Many just set up the tools and then drown in data. This presentation gives you some ideas of how to focus around business objectives and why you should focus.

1. www.digitalandwise.com
Becoming Goal Focused
@GeorgeIoannou
Head of Agency
@georgeioannou |

2. Show of hands…
How many people ac@vely collect
data, analyse and implement findings
on a regular basis?
@georgeioannou |

3. Show of hands…
Out of those how many people have
a full @me member of staff analysing
or responsible data? E.g Analyst
@georgeioannou |

4. We’ll cover…
• Stats on analy@cs
• Found common errors
• Focus to grow your business
• Capture and Plan Business Objec@ves
• Types of Repor@ng
@georgeioannou |

5. SOME STATS
… IT’S GOT TO BE DONE
@georgeioannou |

6. Some Stats
• 29% of companies using Google Analy@cs exclusively are unsure if their
installa@on of Google Analy@cs is properly configured. Of those that don’t
use Google Analy@cs exclusively, only 61% think their installa@on is
correctly configured
• 87.3% of UK consumers spend at least 24 hours researching a purchase of
over £200. Comparably only 6 minutes is spent on retailer product pages
• In the UK £5.3Bn was spent online during May 2011, a year‐on‐year
increase of 18%
• 4pm Wednesday ‘is peak‐@me for workplace shopping’. The largest
shopping rush comes when employees are celebra@ng the ‘hump’
of the week seeing a 75% increase of Shopping
Source: IMRG and Econsultancy
@georgeioannou |

7. FOUND COMMON ERRORS
@georgeioannou |

8. Found Common Errors
• Not correctly implemen@ng analy@cs
• Not wrapped around business strategy
• Not secng regular @me aside
• Not cross checking to support findings
• Not ac@ng upon findings
How can we solve these issues?
@georgeioannou |

9. BECOME GOAL FOCUSED
@georgeioannou |

10. Example: What makes a great
customer?
• RecepHon
– Friendly, happy and polite
• Sales
– Someone who places frequent orders
• Finance
– Someone who pays on @me
• CEO
– Take part in arranged events & gives
recommenda@ons
@georgeioannou |

11. What are goals?
• Goals are specific strategies you implement to
accomplish your business objec@ves e.g
– Increase revenue
• 1. Increase “Range of products”
• 2. Improve “Average Order Value”
• 3. Reduce “Fall out from checkout”
– Improve marke@ng / Reach
• 1. Iden@fy “Emails forwarded”
• 2. Figure out how to do “Social”
• 3. Experiment with “PPC” campaigns
@georgeioannou |

12. Why focus on goals?
1. It makes you ask ques@ons about what the
business objec@ves are
2. You start looking at the KPI’s and metrics you
need to capture for success
3. It gives you repor@ng deliverables
Focusing means you don’t drown in meaningless data browsing
@georgeioannou |

13. Business Objec@ves
Doable
Understandable
Manageable
Beneficial
@georgeioannou |

14. KPI’s & Metrics
• Metrics – Is a count or ra@o
– Counts
• Visits
• Time
• Pageviews
– Ra@o
• Conversion rate (quanta@ve)
• Task comple@on rate (quala@ve) .
The Web is the most accountable channel on the planet
@georgeioannou |

15. Repor@ng Deliverables
• Reports don’t have to be huge!
• Not everyone is interested in the same data.
Create mul@‐level reports
• Customise your dashboards for easy analysis
@georgeioannou |

16. Web Analy@cs Measurement
Framework
Taken from a presentaHon of web analyHcs student ‐ MaP Smedley
@georgeioannou |

17. Show of hands…
How many people here have heard of
scorecards? In par@cular balanced or
weighted scorecards?
@georgeioannou |

18. Balanced Scorecard
• Kaplan & Norton from Harvard Business School realised that measuring
the health of an organisa@on merely by its financial results was flawed.
Financial results (in par@cular Sales Revenue) tells the story of past events
without providing indicators to the future success of an organisa@on
• They suggested analysing other measures to give a ‘balanced’ view of an
organisa@ons health
– Training
– HR
– Business
• We can apply the same concepts to our online strategy
@georgeioannou |

19. Weigh@ng the Scorecard
• Depending on the importance of the KPI to
the business
• Different roles appreciate different KPIs
• Role of the analyst is the weight these to the
business
@georgeioannou |

20. Balanced Scorecard
• Create an execu@ve dashboard ‐ A graphical representa@on of your KPI’s
and we suggest it should be the single access point for management
teams to view the success or see which areas are failing in your
organisa@on
• A single traffic light display can show a weighted representa@on of the
importance of your scores – green is good!
@georgeioannou |

21. Simple Scorecard
Monthly target Actual Light
Page impressions 20,000 30,000
@georgeioannou |

22. Simple Scorecard
Monthly target Actual Light
Page impressions 20,000 30,000
Previous Month 60,000
(month on month)
@georgeioannou |

23. Simple Scorecard
Monthly target Actual Light
Page impressions 20,000 30,000
Previous Month 60,000
(month on month)
Conversion Rate 3% 2.5%
Sales Target £10,000 £12,000
Overall
@georgeioannou |

24. Simple Scorecard
Monthly target Actual Light
Page impressions 20,000 30,000
Previous Month 60,000
(month on month)
Conversion Rate 3% 2.5%
Sales Target £10,000 £12,000
Overall
@georgeioannou |

25. Simple Scorecard
Monthly target Actual Light
Page impressions 20,000 30,000
Previous Month 60,000
(month on month)
Conversion Rate 3% 2.5%
Sales Target £10,000 £12,000
Overall
@georgeioannou |

26. Summary
• Take care of your data ensure it’s accurate
• Start from DUMB business objec@ves
• Act on Data and Re‐act on results
@georgeioannou |

27. Thank you!
George Ioannou
www.digitalandwise.com
@digitalandwise
@georgeioannou |