building your analytics toolbox

WHEN ALL YOU HAVE IS A HAMMER…

Building Out Your Analysis Tool Box

…EVERYTHING LOOKS LIKE A NAIL.

Building Out Your Analysis Tool Box

James Valentine Sr. Strategist, CRO FINCH, LLC

BYUI Undergrad 2012 — Public Relations, Visual Media Westminster College — Masters in Strategic Communication

LDS Church - Content Manager 2012 - Web Analytics & Feedback 2013-2014 - Conversion Rate Optimization 2014-2015 Finch LLC, 2016

1_ Introduce a schema for keeping your career experience balanced.

2_ Play a round of speed dating.

IN THIS PRESENTATION

Photo Cred: Justin Baeder

Collection

Reporting

Analysis

Strategy

Analyst’s Pyramid

Collection

Reporting

Analysis

Strategy

Analyst’s Pyramid

Collection

Reporting

Analysis

Strategy

Analyst’s Pyramid

Collection

Reporting

Analysis

Strategy

Analyst’s Pyramid

Collection

Reporting

Analysis

Strategy

Analyst’s Pyramid

Collection

Reporting

Analysis

StrategyProduct & Project Management, Director of Marking, Analytics, Creative Direction, Evangelist, Consultant

Data science, senior analyst, channel manager, user researcher, analytics manager

Jr. Analyst, Intern, Specialist,

Developer, Architect, Engineer, Technical analyst

Types of Job Titles

Collection

Reporting

Analysis

Strategy Big-picture skills, presentations, roadmap, management

Multiple data sources, statistical jujitsu, other user research methodologies

Excel, platform knowledge, speed, accuracy, efficiency, automation

Tag management, programming languages, requirement writing, data privacy

Types of Skills

Collection

Reporting

Analysis

StrategyKnow what questions to ask, how to find the answers

Review the available data to make informed decisions

Be efficient in gathering the data you need to make a decision

Be good at collecting the right kind of information

The Pattern

Photo Cred: Justin Baeder

Photo Cred: Justin Baeder

Tag Management

Information Architecture

Data Privacy

Conversion Rate Optimization

SEO/PPC

Voice of Customer

UX Design/ Research

Front-End Development

Marketing Automation

Tag ManagementContestant #1

• To collect data, you need code placed on your site.

• Tag managers allow you do to this more efficiently and create custom logic to match your business needs

• Improves collaboration with partners (such as IT)

About

Tag ManagementContestant #1

• Google Tag Manager (Free) • Adobe Tag Manager • Tealium, Ensighten

• Ghostery

Tools & Resources

Information ArchitectureContestant #2

About

• Organizing your site and content in a way that makes sense to your users.

Information ArchitectureContestant #2

Tools & Resources

• Optimal Workshop • Card Sort Activity

How to Make Sense of Any Mess, by Abby Covert

Data PrivacyContestant #3

About

• You have to notify people of what data you are collecting and what it will be used for

• Not having the right disclosures in your privacy statements can cost you big money.

Data PrivacyContestant #3

Tools & Resources

• Data Privacy Day • Mind Your Privacy

• Follow Aurélie Pols on Twitter @aureliepols

Conversion Rate OptimizationContestant #4

About

• Run experiments to learn about your users and improve designs, messaging, and personalization

• A/B testing

Conversion Rate OptimizationContestant #4

Tools & Resources

• Optimizely (Pretty awesome free account)

• Unbounce.com • Adobe Target • Visual Website Optimizer • ConversionXL.com • Brooks Bell

Search Engine MarketingContestant #5

About

• SEO (organic search) • PPC (paid search)

Search Engine MarketingContestant #5

Tools & Resources

• AdWords tools • Finch Blog • Moz • SearchEngineLand

Voice of CustomerContestant #6

About

• Systematic collection of user feedback through surveys, polls, customer service programs, etc.

• Includes elements like social listening

Voice of CustomerContestant #6

Tools & Resources

• MaritzCX • Qualtrics • Opinion Lab • Temken Group • #CX #VOC

• Journey Mapping

UX Design & ResearchContestant #7

About

• Large space which analytics often plays a part of.

• This is more than just creating a web page.

• Create solutions to user problems.

UX Design & ResearchContestant #7

Tools & Resources

• Personas • Usability testing • Prototyping

• UserTesting.com • Peek by UserTesting • UXPin • Nielson Norman Group

Front-End DevelopmentContestant #7

About

• Everything that happens using code in someones browser

Front-End DevelopmentContestant #7

Tools & Resources

• javascript, jQuery • www3 schools • lynda.com courses • Code Academy, etc.

Marketing AutomationContestant #8

About

• Manage communications using rules, triggers, and databases.

Marketing AutomationContestant #8

Tools & Resources

• Marketo • SalesForce • Microsoft Dynamics • AgileOne

• Email Marketing

LET’S CHAT

@valentinejames james@finch.com linkedin: /jrovalentine