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Getting to understand that reporting on any metric at pure face value within a very limited context is unsound and should not be confused with actionable insight from analysis
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WEConsultantsConsultantsVendorsVendors PractitionersPractitioners
Must understand that..
reporting
ANYOn metric at pure face value
9393
within a very limited contextis unsound
..and should not be confused with
analysisactionable insight from
?..and the difference isThank you
toolsReporting
...is produced by
peopleAnalysis
...is done by
organisationsProcesses
...are deployed by
* diagram screenshot from webanalyticsdemystified inc.
?..and the impactI understand
the right toolthe right tool the right peoplethe right people with processes with processes
+ +
Data Driven
=
organisation
- strategic objectivesTo succeed you set:
and
- empower your analysts!
?.. but how do I tellThat is all good
Reporting..does not require action –
analysis without action is reporting!
Reporting..does not relate to benchmarking –
analysis within your own data silo resembles reporting!
Reporting..is not a forward looking activity –
analysis is rarely done from a retrospective viewpoint!
Analysis
..and taking actioncreating insight
is all about..
developing KPI’s
Analysis..do not be fooled by black box reporting
analysis is knowing WHY it works better - NOT that a given test won
Processes..decision making cannot be ad-hoc
Data driven organisationless about clickstream KPI’smore about customer centric KPI’sdecisions are depersonalized
?.. and why should I careConclusion
Reporting wall..one day you will hit it, seeing a
investment and usedisconnect between web analytics
Prepare for ..and move toward the
Data Driven Organisation
Culture change.
Want to know more?VisualRevenue.com/blog
