pw c engage 10.14r.09
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How an analytics culture drives the success of your businessTRANSCRIPT
PwC
How an analytics culture drives the success of your business
Jeff Danko
Business Analytics Manager
PricewaterhouseCoopers, LLP
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About PricewaterhousCoopers• PricewaterhouseCoopers provides industry-focused
assurance, tax and advisory services to build public trust and enhance value for our clients and their stakeholders.
• More than 163,000 people in 151 countries across our network share their thinking, experience and solutions to develop fresh perspectives and practical advice. We are a network of firms and each firm is a separate legal entity.
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– Analytics Manager or Metrics Coach– The evolution of analytics– Building an analytics culture– You know you’re an analytics culture when . . .– Examples of actionable reports
Agenda
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Analytics manager or Metrics Coach?
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Analytics Manager or Metrics Coach
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The evolution of web analytics
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The evolution of web analytics
3.0 Actionable
2.0 Analyze
1.0 Monitor
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Building an analytics culture
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Building an analytics culture 1. Make WebTrends data accessible
2. Coach your stakeholders on “Key Performance Indicators” (KPIs) for measuring success:
3. Coach your colleagues on quality vs. quantity of the data
4. Changing the focus to actionable data
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WebTrends accessMarketing Community Template
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Key performance indicators
– Key Performance Indicator’s will help your business achieve your specific goals through the definition and measurement of progress and success.
– The KPI’s selected should be
» Measurable
» Long-term considerations– Acquisition, Engagement, Conversion, Retention
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Aligning your KPI with a metrics report
Acquisition:Reports: page views, visits and visitors, referrer, campaign click-
through
Engagement:Reports: top pages, click stream, visit duration, publication or
podcast downloads, video, flash, depth of visit
Conversion:Reports: publication or podcast downloads, newsletter sign up
scenario analysis,
Retention:Reports: new vs. returning visitors,
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Focus on the quality vs. quantity
– Avoid data overload
– Determine which data best addresses your marketing objectives
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Focus on the quality vs. quantity
Segment Average Twitter Impact10 Minutes 17%Newsletter 52%Press Release 73%Publication 52%Tech Forecast 31%View 10 41%Global 6%PWC TV 21%Career 13%Web/Podcast 46%
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Making data actionable – In 2005, Forrester Research asked web professionals what
they found to be the hardest part of using analytics in their organizations. Only 24% replied pulling their data; by contrast 53% said “acting on the findings.
– “What’s the most difficult aspect of analytics for your company?”
• Pulling together the data – 24%• Forming the hypothesis – 9%• Developing the analytical models – 12%• Interpreting the results – 3%• Acting on the findings – 53%
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Example reports
* data is not representative of any meaningful measurement period
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Advertising Marketing Channel Drilldown Report
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Client research – XYZ BankCorporate visitor (by page) report
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Onsite SearchOnsite search term by performance report
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Consolidated traffic sourcesTraffic sources – levels of engagement and conversion
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Filtered client listOrganization – levels of engagement and conversion
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Site API
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Desktop widgets
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Summary – The evolution of analytics
• Monitor• Analyze• Take Action
– Building an analytics culture• Make data accessible• Discussing the success story• Quality vs. quantity• Making data actionable
– Examples of making reports more actionable– Publicizing the data externally and internally
• API’s• Desktop widgets
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www.pwc.com
Q&A