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Yeah, but you can tweak the
numbers however you want, anyway…
Uhh, no, I didn’t add this
campaign in our analytics tool…
Why? Was I supposed to?
When you’ve got 2 minutes,
can you please get me all the
numbers for this campaign?
I want to measure everything
that can be measured
You don’t have a performance
indicator that sums everything up?
How to define the culture of Digital Analytics
State of the Digital Analytics
How to Structure your first presentation?
What is Digital Analytics?
Why this team was created?
What do we need from you
Benefits of web analytics?
The science of analysis using data to understand historical patterns with an eye to
improving performance and predicting the future. The analysis of digital data refers to
information collected in interactive channels (online, mobile, social, etc.). Digital
Analytics has become an integral part of core business strategies and maintaining a
competitive edge. Digital data started the Big Data meme as it heralded the onslaught
of Volume, Variety and Velocity, opening the door to new types of correlative
discovery much wider. Digital Analytics is a moving target of innovation and
exploration. That's what makes it fascinating.
• Web Analytics Department Objectives
• Operational Support
• SMART goal setting
• “Who / How / What”
To ensure a solid foundation, an overview of the main web analytics department
functions is included. Operational support is carefully introduced and explained. This
begins to introduce how we propose to operate amongst other departments and clearly
outlines our processes and services. This also ensures transparency that may reduce fear.
Senior people will clearly know what to expect.
a) Who we may need to work with;
b) How we work and
c) What we will do, will ensure that senior people are clear on potential changes to their
Why this team was created (our function)
• Quicker Decision Making
• Improved Prioritising / Improving Marketing Strategy/Planning
• Better Accountability
• Standardised Reporting
• Improved Communication
• Greater Profits by Optimisation Efforts
A very important item and large section - promoting the specific benefits will create confidence with senior staff, to
gain necessary “buy in”. It also proves the important value and need for immediate web analytics and may reduce
resistance to change, as the benefits clearly outline a “work together” approach.
Approaching these items will be carefully considered to ensure that no fear is created, yet promoting the
importance of this to achieve maximum benefit.
Some company specific actionable data (based on initial research) will be included, to provide relevant context and
insights into the monetary value of web analytics, as well as serve as a solid example.
The concept of being able to make decisions faster based on actionable data and centralised data/reporting will
lead to greater profits - this will reinforce the incredible value of web analytics.
The benefits of Web Analytics
• Current KPIs (if any)
• Current Reports (if any)
• Dedicated department meeting to define the critical few KPIs & goals
In order for Web Analytics to be highly effective and provide cross departmental
support, I will highlight what information we require, in order to fulfil all the benefits of
web analytics, including the creation of relevant dashboards that contain critical KPIs,
allowing senior staff to make quicker decisions.
This includes a brief explanation relating to meeting with departments in
order to obtain their objectives and to review their KPIs, to define the
What do we need from you (stakeholders)?
Assess where you are
What are your analytical capabilities, strengths and
Recognise where to go next
What strengths can you capitalise on, what gaps should you
try to close?
Set reasonable ambitions
What can you hope to accomplish and when?
How fast and how far are you travelling on the journey to
capitalise on analytics?
Discussing all these elements with executive leadership
How can you come to a mutual
understanding about your
capabilities and commitment to plan
There were four thousands and
seven million and
three ninety visits.
State of Web Analytics in South Africa
Level 1 Level 2 Level 4Level 3 Level 5