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One great thing about websites is that everything can be measured. However, if you only collect the numbers and don't actually act on them, they will be rather useless and won't generate any value. Drawing on case studies from among others Danske Bank, LEGO and Google, Peter Sejersen will explain how web analytics can be turned into a valuable resource that can drive both online activities specifically and the business overall. Peter is an analyst at J. Boye and moderates several of the community of practice groups in the J. Boye network, including groups on online marketing, social media and web technology.
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From boring numbers to actual business valuePeter Sejersen - [email protected]
Google vs. Grundfos in 2009
Revenue pr. employee $-
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
GoogleGrundfos
Employees0
5000
10000
15000
20000
25000
GoogleGrundfos
Agenda
1. Google’s secret
2. Case: LEGO
3. Online analytics the right way
4. Case: Danske Bank
5. Getting started
“Yes, it’s true that a team at Google couldn’t decide between two blues, so they’re testing 41 shades between each blue to see which one performs better. I had a recent debate over whether a border should be 3, 4 or 5 pixels wide, and was asked to prove my case. I can’t operate in an environment like that.”
- Douglas Bowman, Google's
(former) Visual Design Leader,
Google’s Secret?
They let the numbers decide
B2B vs B2C“Being B2B doesn't free the site from attending to the conventional best practices of e-commerce design. The entire distinction between B2B and B2C is rather artificial.”
- Jakob Nielsen
Agenda
1. Google’s secret
2. Case: LEGO
3. Online analytics the right way
4. Case: Danske Bank
5. Getting started
Case study: LEGO
LEGO’s organisational setup
• “Online Intelligence” department with 3 people
• Works with existing websites + new projects
• Focus on training and self service (+ a service hotline)
• Continuous buy-in from top management
• Focus on few KPIs – and remember to set actions
Agenda
1. Google’s secret
2. Case: LEGO
3. Online analytics the right way
4. Case: Danske Bank
5. Getting started
Online Analytics the right way
1: Commitment
Online Analytics the right way
2: Organisation
Online Analytics the right way
3: People over tools“10% of the budget
should be spent on tools, and 90% spent on people (brains) who will be responsible for the insights.”
- Avinash Kaushik, Web Analytics an Hour a Day
Agenda
1. Google’s secret
2. Case: LEGO
3. Online analytics the right way
4. Case: Danske Bank
5. Getting started
Case study: Danske Bank
Danske Bank: Commitment
Danske Bank: Book a meeting
• Improved the formula for “Book a meeting”
• Improved the conversion rate by 2% = 1900 meetings pr. year
• Outcome: more money earned and money saved via self-service
• But… how to interpret the number?
Danske Bank: Organisation
• 3 full time employees (actually 1 + 4 half-time)
• Competencies: Finances, commercial, marketing, technology, coding, business understanding.
• Still a part of the web team – but getting more and more involved in the business
• Communication: Need to speak many languages
• Training: Training, training, training… and training!
Agenda
1. Google’s secret
2. Case: LEGO
3. Online analytics the right way
4. Case: Danske Bank
5. Getting started
Pick the low-hanging fruits
Content – is it worth the effort?
Views
Content items
Share the intelligence1. On the desks of the editors
2. In the report for your manager
3. In the internal newsletter
4. In your annual employee evaluation
5. In the redesign documentation
6. On the intranet
7. In the cantina
8. …
Why did you come this time?
Did you achieve your objective?
If not, why not?
World’s best survey
Think tracking!
Thank you! - Questions?
Join other online professionals:
• J. Boye group on LinkedIn (+500 international practitioners):www.linkedin.com/groups?mostPopular=&gid=972937
About J. Boye• Independent networking and knowledge sharing firm
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