Copyright 2016 Analytics Demystified

ANALYTICS DOCUMENTATION: WHAT'S WRONG WITH YOUR SDR AND HOW TO FIX ITAdam GrecoSenior Partner

TYPICAL ANALYTICS IMPLEMENTATION

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COOKIE CUTTER APPROACH

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WHAT, BUT NOT WHY….

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ADMIN AREA INSTEAD OF SDR

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SDR DOESN'T MATCH IMPLEMENTATION

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NEW SITES/APPS IMPLEMENTED

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MULTIPLE MADNESS!

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TAG MANAGEMENT SYSTEM

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END USER CONFUSION & BAD DATA

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EXECUTIVE SUMMARY

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DREAMS VS. REALITY

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DREAMS VS. REALITY

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POST MORTEM

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WHAT WENT WRONG?

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• Did not begin implementation with good business requirements from actual stakeholders

• SDR was not mapped to business questions

• SDR was not kept updated due to manual effort required

• New implementations didn't share business requirements of existing websites

• SDR was not enforced across all implementations, leading to inconsistent implementations

• Inconsistent implementations led to confusion and the inability to easily consolidate data

BUSINESS REQUIREMENTS

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PRIORITIZE REQUIREMENTS

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CREATE NEW GLOBAL SDR

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ASSIGN REQUIREMENTS TO SITES

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STANDARDIZE IMPLEMENTATIONS

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STANDARDIZE IMPLEMENTATIONS

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ACTION ITEMS

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• Dust off your old SDR

• Determine if it is updated and congruent with your implementation

• Determine if your existing variables are working and have data

• Consider taking a business requirements approach

• Prioritize requirements and associate with each implementation

• Create a new global SDR that maps requirements to variables

• Move all sites to the new SDR and rollup data as necessary

• Create a process for adding new requirements and avoiding deviation from the new global SDR

Copyright 2016 Analytics Demystified

Adam GrecoSenior PartnerAnalytics Demystifiedadam@analyticsdemystified.comadam.analyticsdemystified.com

For more information see my blog or follow me on Twitter @adamgreco.