A Process for Being Data Driven
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Transcript of A Process for Being Data Driven
Insights from Web Analytics Demystifiedwww.webanalyticsdemystified.com
A PROCESS FOR BEING DATA-DRIVENFROM TIM WILSON
@tgwilson | bit.ly/webprocess
tim.webanalyticsdemystified.com
Past Employers
@tgwilson | bit.ly/webprocess
Everyone wants to be data-driven these days.
@tgwilson | bit.ly/webprocess
But what does “data-driven” actually mean?
@tgwilson | bit.ly/webprocess
@tgwilson | bit.ly/webprocess
Let’s make it alittle simpler.
@tgwilson | bit.ly/webprocess
Let’s recognize there are fundamentallytwo ways to use data.
@tgwilson | bit.ly/webprocess
Performance Measurement
Hypothesis Validation
Support
Enablement tasks, including quick data pulls, platform integration, tool training & data governance.
Tracking & communicating performance of KPIs & supporting metrics against targets.
Capturing, prioritizing & confirming the assumptions driving key investments with data & testing.
@tgwilson | bit.ly/webprocess
So, how do we bring this to life with a great process?
@tgwilson | bit.ly/webprocess
A.D.A.P.T.to
Act & Learn
@tgwilson | bit.ly/webprocess
Align on goals and KPIs
Discover hypotheses across the company
Assess the hypotheses and your approach
Prioritize the hypotheses
Test the highest priority hypotheses
Act on the results
Learn for the future
@tgwilson | bit.ly/webprocess
Align on goals and KPIs
Discover hypotheses across the company
Assess the hypotheses and your approach
Prioritize the hypotheses
Test the highest priority hypotheses
Act on the results
Learn for the future
@tgwilson | bit.ly/webprocess
Performance Measurement
Hypothesis Validation
Support
Enablement tasks, including quick data pulls, platform integration, tool training & data governance.
Tracking & communicating performance of KPIs & supporting metrics against targets.
Capturing, prioritizing & confirming the assumptions driving key investments with data & testing.
@tgwilson | bit.ly/webprocess
Alignment means clearly established goals and KPIs.
@tgwilson | bit.ly/webprocess
WHAT ARE YOUR KPIs?!
Flickr / Zawezome
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Leads to...
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Two Magic Questions
1. What are we trying to achieve?
2. How do we know if we’ve done that?
@tgwilson | bit.ly/webprocess
A KPI is not a KPI without a target.
@tgwilson | bit.ly/webprocess
Flickr / mando-16
I can’t set a target! No one has ever done
this before!
@tgwilson | bit.ly/webprocess
A KPI is not a KPI without a target.
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A SWAG isinfinitely better than a “We’ll know it when we see it” target.
@tgwilson | bit.ly/webprocess
Napkins are handy
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Bracketing is handy, too.
[ ]Definitely
BadDefinitely
Good
10 Leads 10,000 Leads
][Target
@tgwilson | bit.ly/webprocess
Goals, KPIs, and Targetslead to a
Meaningful Dashboardwhich is the core of
Effective Performance Measurement
@tgwilson | bit.ly/webprocess
@tgwilson | bit.ly/webprocess
Performance Measurement
Hypothesis Validation
Support
Enablement tasks, including quick data pulls, platform integration, tool training & data governance.
Tracking & communicating performance of KPIs & supporting metrics against targets.
Capturing, prioritizing & confirming the assumptions driving key investments with data & testing.
@tgwilson | bit.ly/webprocess
Align on goals and KPIs
Discover hypotheses across the company
Assess the hypotheses and your approach
Prioritize the hypotheses
Test the highest priority hypotheses
Act on the results
Learn for the future
@tgwilson | bit.ly/webprocess
Remember high school science class?
@tgwilson | bit.ly/webprocess
An analysis is nothing more than testing a hypothesis.
@tgwilson | bit.ly/webprocess
Everyone in the business has hypotheses!
@tgwilson | bit.ly/webprocess
The trick is getting them articulated clearly.
@tgwilson | bit.ly/webprocess
@tgwilson | bit.ly/webprocess
What we say to marketers
“What is your hypothesis?”
@tgwilson | bit.ly/webprocess
What we say to marketers
“What is your hypothesis?”
What they hear
“I’m dragging you back to the high school science class you
hated.”
@tgwilson | bit.ly/webprocess
What we say to marketers
“What is your hypothesis?”
What they hear
“I’m dragging you back to the high school science class you
hated.”
@tgwilson | bit.ly/webprocess
I believe that…
If I am right, then I will…
[some idea]
[take some action]
@tgwilson | bit.ly/webprocess
Each idea can be added to a hypothesis library. Google Spreadsheet Excel uservoice.com Sharepoint Lotus Notes Jira
@tgwilson | bit.ly/webprocess
Align on goals and KPIs
Discover hypotheses across the company
Assess the hypotheses and your approach
Prioritize the hypotheses
Test the highest priority hypotheses
Act on the results
Learn for the future
@tgwilson | bit.ly/webprocess
Is the hypothesis clearly articulated?
@tgwilson | bit.ly/webprocess
To assess the effort required, you have to determine the approach.
@tgwilson | bit.ly/webprocess
Flickr / justinbaeder
When all you have is a hammer...
...all the world looks like a nail.
@tgwilson | bit.ly/webprocess
Data-drivenmarketers areaware of theirfull tool belt.
@tgwilson | bit.ly/webprocess
If I am right, I will…[take some action]
I believe that…[some idea]
To test this, I will…[tool/technology/approach]
@tgwilson | bit.ly/webprocess
Web Analytics
Voice of the Customer
A/B (and MV) Testing
Usability Testing
Email Surveys
Social Media Analytics
Focus Groups
Secondary Research
What’s in your company’s toolbelt?
@tgwilson | bit.ly/webprocess
Align on goals and KPIs
Discover hypotheses across the company
Assess the hypotheses and your approach
Prioritize the hypotheses
Test the highest priority hypotheses
Act on the results
Learn for the future
@tgwilson | bit.ly/webprocess
It’s not a simple formula.
@tgwilson | bit.ly/webprocess
But a formula can guide the discussion.
@tgwilson | bit.ly/webprocess
Likelihood belief is right
Likelihood change would occur
Likely scale of impact
Alignment w/ business goals
Effort to test (approach)
M LH
M LH
M LH
M LH
M LH
@tgwilson | bit.ly/webprocess
Align on goals and KPIs
Discover hypotheses across the company
Assess the hypotheses and your approach
Prioritize the hypotheses
Test the highest priority hypotheses
Act on the results
Learn for the future
@tgwilson | bit.ly/webprocess
ActionableResults
@tgwilson | bit.ly/webprocess
Align on goals and KPIs
Discover hypotheses across the company
Assess the hypotheses and your approach
Prioritize the hypotheses
Test the highest priority hypotheses
Act on the results
Learn for the future
@tgwilson | bit.ly/webprocess
Driving action requires effective communication of the results.
@tgwilson | bit.ly/webprocess
And it requires tracking to action.
@tgwilson | bit.ly/webprocess
As a result, we…[took the action]
We tested…[the idea]
Resulting in…[quantified result]
@tgwilson | bit.ly/webprocess
Align on goals and KPIs
Discover hypotheses across the company
Assess the hypotheses and your approach
Prioritize the hypotheses
Test the highest priority hypotheses
Act on the results
Learn for the future
@tgwilson | bit.ly/webprocess
Learning means looking beyond the near-term action.
@tgwilson | bit.ly/webprocess
Hypothesis tested Action taken
Hypothesis tested No action warranted
Hypothesis tested No action warranted
Hypothesis tested Action taken
Hypothesis tested No action warranted
Hypothesis tested Action taken
Hypothesis tested No action warranted
Hypothesis tested Action taken
Deeper learning
Deeper learning
Deeper learning
@tgwilson | bit.ly/webprocess
Monthly/Quarterly ReviewHypotheses Submitted
Hypotheses Validated
ActionTaken
Results Achieved
Deeper Learning
I believe...If I am right... ✓ ✓ ✓ ✓I believe...If I am right... ✓I believe...If I am right...
I believe...If I am right... ✓ ✓ ✓I believe...If I am right... ✓ ✓I believe...If I am right... ✓ ✓I believe...If I am right...
I believe...If I am right... ✓ ✓I believe...If I am right...
@tgwilson | bit.ly/webprocess
With the ultimate goal of...
@tgwilson | bit.ly/webprocess
...reorienting the business to aculture of validated learning.
@tgwilson | bit.ly/webprocess
Align on goals and KPIs
Discover hypotheses across the company
Assess the hypotheses and your approach
Prioritize the hypotheses
Test the highest priority hypotheses
Act on the results
Learn for the future
@tgwilson | bit.ly/webprocess
THANK YOU!
bit.ly/webprocessThis presentation
1-Page Guide: Getting to Great KPIs
Performance Measurement Planning Template
Hypothesis Library Template
“Approach options” Self-Audit Template
Recommended reading on effective communication of analytics results
Insights from Web Analytics Demystifiedwww.webanalyticsdemystified.com
Partner, Web Analytics [email protected]
(512) 431-8502 or @tgwilson
TIM WILSON