7 Deadly Sins of digital analytics

WebAnalyticsWednesdayWarszawa2017.04.12

SevendeadlysinsSevenwaystowinSevenholypathstohellAndyourtripbeginsIronMaiden-Moonchild

Sin1-vanitymetrics

Vanitymetrics-datacollectedaboutacompanyoritsusersthatdonothelpmakedecisions.Examples:●  uniquebrowsers●  pageviews●  NPS●  #ofvisitsonhomepage●  GDP

hbr.org/2010/02/entrepreneurs-beware-of-vanity-metrics

Gooddeed1-Actionablemetrics

Ac.onablemetrics-TheonlymetricsthatcompaniesshouldinvestenergyincollecKngarethosethathelpthemmakedecisions.

Goodmetrics●  AcKonable●  Auditable●  Accessible

Sin2-Non-existingmeasurementframeworks

Gooddeed2-Two-tieredsegmentation(GaryAngel)

semphonic.blogs.com/semangel/2011/04/semphonics-two-Kered-segmentaKon-segmentaKon-for-digital-analyKcs-done-right.html

Sin3-Focusontoolsonly

Gooddeed3-Holisticapproach

Keycomponents:●  people●  processes●  tools

Sin4–Lackofdomainknowledgeamonganalysts

Gooddeed4–Interdisciplinaryteams

InterdisciplinarydigitalteamfuncKons●  UX●  UI●  AnalyKcs●  SEO●  Productmanagement&markeKng●  Engineering

Spotify office

Sin6-Dashboards(overcomplicated)

Sin5-Office(isolation)syndrome

Gooddeed5-Gooutsideoftheoffice

Useuser/customerresearchmethodologies●  in-depthinterviews●  usertesKng●  sessionrecording●  VOC

Sin6-Dashboards(overcomplicated)

Sin6-Dashboards(oversimplified)

Gooddeed6-Providecontexttodata

Section A Section B

•  DividedatabysitesecKonsandchannelsinsteadofpresenKngwholetraffic

•  Illustrateareferenceandtargetlevelsformetrics

•  Showmajorsitechangesandimprovements

Section C

Sin7-Gutdrivendecisions

Gooddeed7-Datadrivendecision

analyticsdemystified.com/analysis/big-data-without-digital-insight-management-i-a-big-hot-mess/