business action orientated analytics

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Business Action Orientated Analytics 18 th June 2014

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Peter's presentation from emetrics Chicago. The presentation was born from his constant struggle to get companies to achieve the success from Digital Analytics that it can provide. He told stories of his failures to produce the desired results and the new approach that has evolved as a result. Understand why a focus on the end users of analytics data and the business actions they already take every day will lead to continuous improvements in business performance.

TRANSCRIPT

Page 1: Business action orientated analytics

Business Action Orientated Analytics18th June 2014

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G’day, I’m Peter

Page 2 18th June 2014@peter_oneill

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G’day, I’m Peter

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G’day, I’m Peter

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Business Action Orientated Analytics18th June 2014

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Purpose of Digital Analytics

To provide intelligence that informs business actions leading to an

improvement in performance for online organisations

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To provide intelligence that informs business actions leading to an

improvement in performance for online organisations

18th June 2014@peter_oneill

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My initial approach to consultancy work I wanted to work smarter at L3 Analytics I wanted to add value & make a difference

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What we need to be doingRequired foundation work

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Continuous improvement through learning

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http://www.amazon.com/The-Lean-Startup-Entrepreneurs-Continuous/dp/0307887898

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So how did it work out?

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Definitely still a lot of barriers

To get value out of analytics tools To get companies using the intelligence from

analytics18th June 2014@peter_oneillPage 10

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Does a solution even exist?

Budget to afford significant consultancy time vs

Flexibility to get value from analytics

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A story from eMetrics London

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Identify Issue

Collect Insights

Improve Performan

ce

18th June 2014@peter_oneill

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My lightbulb moment…

Actually came from a client comment “I want reports where users can see this & do

that”18th June 2014@peter_oneillPage 13

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Where does this leave us?

Business Action Orientated Analytics

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The new project structure

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Phase 1 Ongoing work

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How is this new approach working?

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Example 1 – Merchandise Report

A. Most popular productB. The money makerC. Something is wrong

D. Another issue hereE. Opportunity product,

make more visible

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Example 2 – Top Content Report

Imagine if you could filter on business action!!Page 19 18th June 2014@peter_oneill

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Still a work in progress

Always resource issues Needs a grand unifying theory

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Maturity model must be part of the solution

Still need to deal with the balancing act

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Wrapping it all up Analytics must impact business performance Analytics must deliver immediate value Analytics users must be excited about using

information from data Analytics users must be able to “see this, do

that” Minimise the initial set-up phase Focus on one business action at a time The “fun” part of analytics will then begin to

flow… Questions?

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THANK YOU

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I can be found at• [email protected]• @peter_oneill• +44 7843 617 347• www.linkedin.com/in/peteroneill

18th June 2014@peter_oneill