The Web Analytics Business Process

Slideshow Transcript

1. Slide 1: The Web Analytics Business Process How to Drive Web Analytics ROI with the Tools and People You Already Have* Eric T. Peterson Web Analytics Demystified Copyright © 2006 Web Analytics Demystified www.webanalyticsdemystified.com
2. Slide 2: Technology Deployment Technology Deployment By 2005, everyone was By 2001, everyone had trying to hire web data deployed log analyzers; analysts; the really the really smart smart companies began companies began aggressively A/B testing moving to page tagging By 1999, the really smart By 2003, everyone had It is now 2006; companies were calling page tags; the really what will really WebTrends to buy a copy smart companies began smart companies of Log Analyzer™ hiring web data analysts do in 2007? 1998 1999 2000 2001 2002 2003 2004 2005 2006 Copyright © 2006 Web Analytics Demystified www.webanalyticsdemystified.com
3. Slide 3: In 2007, the Smart will get get Serious! In 2007, the Smart will Serious! • I predict that in 2007, the really smart companies are going to re-examine how web analytics “gets done” internally – They’ll re-evaluate their investment – They’ll look for obstacles preventing their success – They’ll start to formalize the process of doing web analytics • The results will be a gradual shift from web analytics as an ad hoc process to web analytics as a business process Copyright © 2006 Web Analytics Demystified www.webanalyticsdemystified.com
4. Slide 4: Business Process and Web Analytics Copyright © 2006 Web Analytics Demystified www.webanalyticsdemystified.com
5. Slide 5: Whatis aa Business Process? What is Business Process? • Wikipedia defines a business process as: “A business process is a recipe for achieving a commercial result. Each business process has inputs, method and outputs. The inputs are a pre-requisite that must be in place before the method can be put into practice. When the method is applied to the inputs, then certain outputs will be created.” “Business processes can be thought of as a cookbook for running a business and reaching business goals defined in organization's business strategy.” Copyright © 2006 Web Analytics Demystified www.webanalyticsdemystified.com
6. Slide 6: TheUsual Inputs The Usual Inputs • Web analytics is informed by a variety of data: – Clickstream data – Performance logs – Customer data (feedback, relationship information) – Usability testing and controlled experiments – Marketing delivery and cost data – Costs and inventory data • This data is often augmented with data from other channels (POS, IVR, etc.) Copyright © 2006 Web Analytics Demystified www.webanalyticsdemystified.com
7. Slide 7: TheUnfortunate Outputs The Unfortunate Outputs • Most companies simply settle for “canned” reports and hope to make heads-or-tails of summary data – Assumes that all businesses are alike – Assumes some base level of understanding and comfort with the data • To compensate, companies create custom reports designed to highlight business relevant data – Key performance indicator (KPI) reports – Digital dashboards Copyright © 2006 Web Analytics Demystified www.webanalyticsdemystified.com
8. Slide 8: TheUndefined Methods The Undefined Methods • The disconnect between investment and use has led to numerous attempts to describe appropriate methods – Most often you see the Continual Improvement Process – Designed to highlight that ACTION is the key to success with web analytics … • Unfortunately, the Continual Improvement Process over- simplifies the problem – Describes the problem at too high a level – And so I propose a “new” set of methods for web analytics … Copyright © 2006 Web Analytics Demystified www.webanalyticsdemystified.com
9. Slide 9: The Web Analytics Business Process Copyright © 2006 Web Analytics Demystified www.webanalyticsdemystified.com
10. Slide 10: Management & Operational Processes Management & Operational Processes • Management Processes: – Describes how the web analytics organization will be structured and how it will be integrated into the larger marketing and IT organization • Operational Processes: – Describes how web analytics will actually get done within the organization – Fundamental goal: To deliver “value” back to the “customer” – The “customer” is another internal group (marketing, merchandising, design, management, etc.) or external business partners Copyright © 2006 Web Analytics Demystified www.webanalyticsdemystified.com
11. Slide 11: Management Processes Management Processes • The management processes describe to the organization how web analytics will be strategically integrated into the existing online channel – Defining business objectives – Assigning internal ownership – Establishing goals and targets for improvement – Hiring and allocating resources – Defining change management hierarchies – Tracking return on investment – Selecting technology vendors – … Copyright © 2006 Web Analytics Demystified www.webanalyticsdemystified.com
12. Slide 12: Operational Processes Operational Processes • The operational processes are the actual “doing” of web analytics and the process generating the most tangible outputs – Collecting and integrating data – Generating reports and writing analysis – Providing training to “customers" – Presenting analysis and recommending changes – Making and tracking changes – Tweaking data collection as necessary – Researching and integrating new ideas – … Copyright © 2006 Web Analytics Demystified www.webanalyticsdemystified.com
13. Slide 13: YouDiagram EVERYTHING! You Diagram EVERYTHING! • Yes, it will seem pedantic – But far too many companies have far from optimal use of their web analytics applications • Business process diagrams are fairly well understood – They enforce rigor in your approach to data and analysis – They help identify gaps in communication – They simplify process optimization – They serve as a basis for process checklists Copyright © 2006 Web Analytics Demystified www.webanalyticsdemystified.com
14. Slide 14: Decision Points Events … … Decision Points & & Events Copyright © 2006 Web Analytics Demystified www.webanalyticsdemystified.com
15. Slide 15: Specific Tasks Sub-Tasks … … Specific Tasks & & Sub-Tasks Copyright © 2006 Web Analytics Demystified www.webanalyticsdemystified.com
16. Slide 16: Example: Web Page Deployment Example: Web Page Deployment Copyright © 2006 Web Analytics Demystified www.webanalyticsdemystified.com
17. Slide 17: HowTo Get Started How To Get Started 1. Get process modeling software – Microsoft Visio or SmartDraw – Business Process Visual ARCHITECT from Visual Paradigm 2. Diagram your existing processes – Start with “Launch New Campaign” and “Modify Landing Page” – For extra credit, diagram the management process “Establish Goals for Improvement” 3. Insert measurement steps as appropriate – Pre-deployment for baseline data – Ask: Is controlled experimentation appropriate? – Post-deployment report and analysis distribution 4. Distribute the new process! Copyright © 2006 Web Analytics Demystified www.webanalyticsdemystified.com
18. Slide 18: SomeDo’s and Don’ts Some Do’s and Don’ts 1. Don’t be sloppy – Carefully consider tasks and sub-tasks – Carefully label decision points and events 2. Don’t assume you’ll get it right the first time – Be prepared to re-engineer your Web Analytics Business Process – Take careful notes about what goes wrong 3. Do assign ownership to each task – Tasks are completed by people and groups – Eliminate “I thought you guys were doing that …” 4. Do share your processes up the food chain – Let management see you’re focusing on this – Gather (and welcome) their input Copyright © 2006 Web Analytics Demystified www.webanalyticsdemystified.com
19. Slide 19: In Summary In Summary • Yes, you still need great technology and smart people – This process simply allows you to do more with the investment you’ve already made • Deploying the Web Analytics Business Process will help your organization “get serious” about web analytics – The worst case is a formalization of what you already know – The best case creates structure and identifies opportunities – You’ll be on your way to the cutting edge before you know it Copyright © 2006 Web Analytics Demystified www.webanalyticsdemystified.com
20. Slide 20: ThankYou Thank You Eric T. Peterson Web Analytics Demystified eric@webanalyticsdemystified.com Learn more about the Web Analytics Business Process at: http://www.webanalyticsdemystified.com/weblog Copyright © 2006 Web Analytics Demystified www.webanalyticsdemystified.com