From Black Box to Certainty

Using Metrics and Behavior Data to Empower Content Creators

Measure what

matters

Ivan Bager Director of Innovation

Drive

Accountability

Act With

Certainty

Know

Everything

Measure

What

Matters

Act with Digital Certainty Siteimprove transforms the way you

manage and deliver your digital presence

Data Democratization

Goals

Democratizing data means making data accessible to as many people as possible within a company.

Data that’s tangible, easily understood, and business-focused.

Data democratization happens by sharing data in the right formats and channels

Improving and respecting each user’s profile and level of knowledge.

Editors benefits

Give the individual the insights to make decisions on their own. Not having to wait for reports from an Analyst or Management

Encourage a process of continual, iterative improvements

Foster ownership of- and pride in team performance

Management benefits

Get the whole picture, both laterally and vertically

Get transparent insights into the performance of individual teams efforts and performance

Get the overall picture of your different digital channels performance

Digital Analysts benefits

Freeing up valuable time from supporting ad hoc analysis requests and authoring reports and maintaining dashboards.

Allow analysts to focus on providing tangible insights and deep dive analysis.

Promotes a healthy respect for facts and a better understanding for data, that makes our lives so much easier.

Challenges in liberated data

Interpretation

of Data

Drawing the

wrong

conclusions

“Why am I

looking at

this?”

Prioritizing

using data

over opinion

“I am not

sure how to

read this

data”

Strategy and leadership

Digital

Strategy

Key Performance

Indicators

Expressed as clear

Key Metrics

Comprised of distinct

Strategy and leadership

Digital

Strategy

Key Performance

Indicators

Expressed as clear

Key Metrics

Comprised of distinct

Part of Employee

Evaluation

Department

Evaluation

Create direction with KPIs

Strategic

Goals

Key Metrics

Tactical

Initiatives

KPI

Strategy

“Do you have an online strategy?”

How is your site supporting the business?

How will the site support you business in a year? Two?

What jobs are your clients accomplishing on your site?

What is your sites priority in your business?

Interaction channel strategies?

How does the site support your media mix?

Tactical initiatives

What is a tactical initiative?

A critical initiative is based on your strategy

It has critical mass.

Most transactions are possible CIs

Significant customer interactions

A CI has a very clear goal.

Most wanted actions

What is that one click that will trigger a ‘YES!’?

Most wanted action reflect the transition from 0 to 1

It must be well defined and Boolean

It must be uniquely identifiable

It can be an algorithm

Strategic

Goals

Key Metrics

Tactical

Initiatives

KPI

Focus clearly with Key Metrics

Key Metrics are your day to day performance

targets

Key Metrics should ideally show what you should

do today

Key Metrics are great motivators

Data to the people!

Entry barrier

Digital Analytics can be scary for most people.

Make it relatable and in clear language.

Make sure people know what to focus on.

Trigger people to take action on continual improvement

Hard

To do

Easy

To do

High

Motivation

Low

Motivation

Fogg Behavior Model

Reaction Plans

KPI Key Metrics Owner Reaction Plan Business Owner

Lead generation Newsletter sign ups Rob Link to plan Louise

Brochure downloads Rob Link to plan

Request for proposal Caitlyn Link to plan

Contact sales form Stacey Link to plan

Reaction Plan Example

1. Check Content

2. Verify Availability

3. Check For Tech Issues

4. Consult data

5. Formulate Hypothesis

6. Test Hypothesis

7. Affect Improvement

Clear language in analytics

Use the same simple terms everywhere

Make sure that all terms are explained

Education

Run basic classes in the tool you use

Provide refresher courses

Designate super users to facilitate education

Encourage exploration and knowledge sharing

Reward your super users

Optimize Reaction

Plans

Provide Easy

Access to

Data

Implement

Key Metrics Build KPIs

6 step program to data heaven

Digital Strategy

• Business goals.

• Customer

segments.

• Active channels.

• Define most

wanted actions.

• Set targets.

• Communicate

and get sign

off.

• Assign

ownership.

• Set up correct

triggers.

• Link to KPIs.

• Provide

education and

training.

• Adjust access

to user profiles.

• Designate

super users.

• Assign action

takers.

• Publish,

communicate

plans, and get

buy-in.

• Make KPIs part

of daily

prioritization.

• Use Metrics as

performance

evaluators

• Report and

share.

Preparation phase Ongoing Management Roll-out

Release

Measure

Evaluate

Optimize

Strategic Goals

Digital KPIs

Key Metrics

Stronger

Performance

Proven ROI

Motivated staff

Measure what

matters

Thank You!

Ivan Bager Director of Innovation

iba@Siteimprove.com linkedin.com/in/ivanbager