building your analytics toolbox
TRANSCRIPT
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 [email protected] linkedin: /jrovalentine