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Analysing Analytics - Business Insights From Google Analytics By Peter O'Neill

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Page 1: Analysing Analytics - Business Insights From Google Analytics By Peter O'Neill
Page 2: Analysing Analytics - Business Insights From Google Analytics By Peter O'Neill

From Analytics to Business Insights

19th Mar 2015

Page 3: Analysing Analytics - Business Insights From Google Analytics By Peter O'Neill

G’day, I’m Peter

19th Mar 2015Page 3

I run an Analytics consultancy

@peter_oneill

Page 4: Analysing Analytics - Business Insights From Google Analytics By Peter O'Neill

Example of a business gone wrong

19th Mar 2015Page 4 @peter_oneill

Page 5: Analysing Analytics - Business Insights From Google Analytics By Peter O'Neill

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THE THEORY

19th Mar 2015@peter_oneill

Page 6: Analysing Analytics - Business Insights From Google Analytics By Peter O'Neill

Purpose of Digital Analytics

To provide intelligence that informs business actions leading to an

improvement in performance for online organisations

To provide intelligence that informs business actions leading to an

improvement in performance for online organisations

Page 6 19th Mar 2015@peter_oneill

Page 7: Analysing Analytics - Business Insights From Google Analytics By Peter O'Neill

Getting Value from Web Analytics

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High Quality Data

Business Objectives

Improved

Performance

19th Mar 2015@peter_oneill

Page 8: Analysing Analytics - Business Insights From Google Analytics By Peter O'Neill

An example of success with analytics

Identify a problem area Collect the necessary data for insights Use that data to resolve the problem

(one off or ongoing)Page 8

My favourite talk from eMetrics London 2013

19th Mar 2015@peter_oneill

Page 9: Analysing Analytics - Business Insights From Google Analytics By Peter O'Neill

Page 9

PRACTICAL EXAMPLES

19th Mar 2015@peter_oneill

Page 10: Analysing Analytics - Business Insights From Google Analytics By Peter O'Neill

Practical Examples – The Retail Funnel

Page 10 19th Mar 2015@peter_oneill

Page 11: Analysing Analytics - Business Insights From Google Analytics By Peter O'Neill

Practical Examples – Browser Performance

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Lost Conversions

Page 12: Analysing Analytics - Business Insights From Google Analytics By Peter O'Neill

Practical Examples – Form Validation Errors

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Page 13: Analysing Analytics - Business Insights From Google Analytics By Peter O'Neill

Practical Examples – Most Popular Content Web Analytics is useful for all types of

websites, not just ecommerce How do you evaluate content websites? Thinking beyond views

“reads” – based on use of scroll or time on page Shares – on social media or via email Comments – or other interactions

Can group content/articles/blog posts based on: Normal – category or topic, sub category Not as obvious – author, language Even less so – age, length, how accessed

19th Mar 2015@peter_oneillPage 13

Page 14: Analysing Analytics - Business Insights From Google Analytics By Peter O'Neill

Practical Examples – Marketing Performance

Are you getting the best return for your marketing spend?

Focus on the quality of traffic, not the quantity!

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Page 15: Analysing Analytics - Business Insights From Google Analytics By Peter O'Neill

Page 15

WHAT IS NEEDED FROM YOU

19th Mar 2015@peter_oneill

Page 16: Analysing Analytics - Business Insights From Google Analytics By Peter O'Neill

Business Intelligence Requirements Or more simply – What do you need

to know? Is based on the decisions you make

and the areas you can influence This separates “need to know” from

“nice to know” Every business will be different Will also vary between departments

and levels

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?Objectives => KPIs => data

requirements19th Mar 2015@peter_oneill

Page 17: Analysing Analytics - Business Insights From Google Analytics By Peter O'Neill

Initial 3 Barriers to Overcome

1. Know what you need to know2. Capture this information3. Be able to access the information

Page 17 @peter_oneill 19th Mar 2015

Page 18: Analysing Analytics - Business Insights From Google Analytics By Peter O'Neill

Access to the insights

Dashboards are your friend Users have the information they need at their

fingertips Ensure users know what information is

available and how to get at this information Training is critical to give users the basic skills Smart people trump dumb tools

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One of the biggest barriers to getting value from Web Analytics is too much data

19th Mar 2015@peter_oneill

Page 19: Analysing Analytics - Business Insights From Google Analytics By Peter O'Neill

Issues to be aware of

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Accuracy Web Analytics is “free”

Creativity@peter_oneill

Page 20: Analysing Analytics - Business Insights From Google Analytics By Peter O'Neill

Thoughts to leave you with Web analytics can give you a competitive

advantage But be realistic – it is not easy or free and will

not happy overnight With great power comes great complexity

Set your objectives and take small steps Data and even insights have no value in

themselves – the value comes from actions The phrase I repeat the most

What is your business question?Page 20 19th Mar 2015@peter_oneill

Page 21: Analysing Analytics - Business Insights From Google Analytics By Peter O'Neill

19th Mar 2015Page 21

SO WHAT ARE YOUR BUSINESS QUESTIONS?

@peter_oneill

Page 22: Analysing Analytics - Business Insights From Google Analytics By Peter O'Neill

THANK YOU

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I can be found at• [email protected]• @peter_oneill• +44 7843 617 347• www.linkedin.com/in/peteroneill

19th Mar 2015

Page 23: Analysing Analytics - Business Insights From Google Analytics By Peter O'Neill

21st April, 2012Page 23