Professional Documents
Culture Documents
CONTEXTUALIZING DATA
REQUIRES
IDENTIFYING AND RECOGNIZING FACTORS THAT COULD
INFLUENCE YOUR DATA
ANALYSIS
@jtrondeau
STEP 1
CHOOSE YOUR FUNNEL
STAGE
BOTTOM OF THE FUNNEL
CHOOSE YOUR SWIMWEAR COMPANY LOOKING AT AVERAGE
ORDER VALUE
FUNNEL
STAGE
@jtrondeau
STEP 2
REVIEW KEY METRICS
AVERAGE ORDER VALUE HAS
KEY
BUSINESS TO THEIR LAGGING PERFORMANCE
@jtrondeau
STEP 3
FORMULATE YOUR
QUESTION
WHAT FACTORS ARE DRIVING DOWN
CONVERSIONS AND ORDER VALUE?
FORMULATE PINPOINTING THE DROP IN CONVERSIONS WILL
HELP PINPOINT ORDER VALUE DROP
YOUR
QUESTION
@jtrondeau
STEP 4
CONTEXTUALIZE WITH
THE ANALYST’S TOOLKIT
NO CURRENT SALES PROMOTIONS
DURING THIS BUSY SEASON, NO PROMOS ARE
RUNNING THAT MIGHT LOWER ORDER VALUE
CONTEXTUALIZE SEASONALLY A PROFITABLE MONTH
@jtrondeau
STEP 6
REVIEW DRILL DOWN
METRICS
CONVERSION RATE IS DOWN FOR ALL
TRAFFIC CHANNELS
FROM PAID TRAFFIC TO EMAILS, ALL CHANNELS
REVIEW SHOW THE CONVERSION RATE DROP
@jtrondeau
STEP 8
APPLY INSIGHTS
APPLY
THE MOBILE EXPERIENCE WAS
OPTIMIZED TO INCREASE CONVERSION
INSIGHTS
THE MOBILE SALES FUNNEL HAD A PAGE WITH
OVERLAPPING SWIMSUIT IMAGES, MAKING
SELECTION (AND CONVERSION) MORE DIFFICULT
@jtrondeau
PRACTICING
ANALYTICAL
DECISION MAKING
WATCH YOUR KEY METRICS
THESE WILL TIP YOU OFF ABOUT AREAS FOR
ANALYZING IMPROVEMENT OR CONCERNING PERFORMANCES
ANALYSIS
@jtrondeau
EXTERNAL
LENS
@jtrondeau
IN 2015, MORE VISITORS MOVED TO
MOBILE FOR BROWSING
A HIGHER PROPORTION OF VISITORS ON MOBILE
MEANS BIG CHANGES FOR BUSINESS AS USUAL
EXAMPLE
ANALYSIS
@jtrondeau
INTERNAL
LENS
@jtrondeau
PIXELED SITE VISITORS MORE THAN
DOUBLED OVER 4 WEEKS
THESE NUMBERS SEEMED TOO GOOD TO BE
ANALYSIS
DOUBLE-COUNTED SITE VISITORS
@jtrondeau
CONTEXTUAL
LENS
@jtrondeau
TRACKING IMPROVEMENTS IN
CUSTOMER EXPERIENCE
TWO HIGHER VOLUME MONTHS MEAN THE TREND
UNDER-REPRESENTS SERVICE IMPROVEMENT
EXAMPLE
ANALYSIS
@jtrondeau
HOW TO APPLY
THESE INSIGHTS
CLEANING YOUR DATA
SEGMENT
AND ANALYZE
SEGMENTING AND
DRILLING DOWN
UTM
PARAMETERS
STEP 1
Identify your data set
WHAT’S THE WEB ANALYTICS
WEB DATA
DATA ECOMMERCE
SALES DATA
SET? QUALITATIVE
USER/USABILITY DATA
@jtrondeau
STEP 2
Identify your KPIS
REMEMBER
KPIs must measure your business &
campaign goals
KPIS COME
FROM WEB ANALYTICS
PAGE LEVEL METRICS, e.g., TIME ON SITE, BOUNCE
DATA
RATE, USERS, ETC…
ECOMMERCE
SETS
SALES METRICS, e.g., PURCHASES, AOV, RPV, ETC…
@jtrondeau
KPI Example: Content Team
TRENDS
YOUR SITE
INDICATOR DATA
@jtrondeau
What Can Be Said Here?
ECOMMERCE WHAT IT TELLS YOU
BUYING BEHAVIOR
@jtrondeau
What Can Be Said Here?
What Can Be Said Here?
ECOMMERCE & ALL WE KNOW IS PEOPLE ACTED A
WEB DATA MISS CERTAIN WAY OR THEY BOUGHT
YOU NEED QUALITATIVE DATA TO UNPACK
@jtrondeau
QUALITATIVE
DATA
DATA SOURCE LIKE HEATMAPS, USER
SURVEYS, & SESSION RECORDINGS…
DOESN’T
…GIVE YOUR DATA CONTEXT
@jtrondeau
Analytics Provides Click Data
Heatmaps visualize!
Scrollmaps Tell You If They See Your Offer!
Remember a Trend is Only an Indicator
ASK THE RIGHT QUESTIONS
DATA ANALYSIS IS ONLY AS GOOD AS THE
WE MUST QUESTION YOU ASK
@jtrondeau
KITCHTOOL.C0
Small or New Business
YOUR NUMBER ONE PRIORITY
BEST PLACE MAXIMIZE IMMEDIATE ROI AND REACH
PROFITABILITY
@jtrondeau
EVALUATE YOUR THREE KEY AREAS TO EVALUATE
TRAFFIC
HIGH TRAFFIC PAGES, LANDING PAGES, AND THE
END OF YOUR SALES FUNNEL
SOURCES
KEY PARAMETERS TO EVALUATE
SOURCE, CAMPAIGN, AND CONTENT
@jtrondeau
HOMEPAGE
LANDING PAGES
END OF SALES FUNNEL
YOURHOMEFIT.CO
Digital Business with Diverse Offerings
YOUR NUMBER ONE PRIORITY
@jtrondeau
COHORT ANALYSIS
DAVESCARS.CO
Service and Brick & Mortar Businesses
YOUR NUMBER ONE PRIORITY
@jtrondeau
LANDING PAGE VISITS
CHOOSE AN OLD LEAD SOURCE
EVALUATE SOMETHING WHERE YOU’LL HAVE
CUSTOMER ENOUGH DATA TO APPROXIMATE VALUE
WHY GOALS
STARTING WITH GOALS ALLOWS YOU TO DECIDE WHAT
SUCCESS LOOKS LIKE
@jtrondeau
OUR GOAL IS TO SELL 100 CORE OFFERS
A MONTH
WHAT ARE THE STEPS TO OUR GOAL?
START AT THE
END… 100 = .114*.089*.376*X
100/(.114*.089*.376) = X
26,213 = X
@jtrondeau
WHAT ARE OUR BANNER CLICK %S?
USE BANNER CLICK % TO DETERMINE HOW MANY
UNIQUE VISITS TO CONTENT WE NEED
TRACE BACK TO
MIDDLE OF
THE FUNNEL 26213 = .0907*Y
26213/.0907 = Y
289,007 = Y
@jtrondeau
HOW FREQUENTLY DO NEW VISITORS
BECOME CONTENT READERS?
FOR THIS SIMPLIFIED FUNNEL, WE’LL ASSUME 80% OF
AND FINALLY
NEW VISITORS READ AT LEAST ONE ARTICLE
289007 = .8*Z
FUNNEL 361,259 = Z
@jtrondeau
OPTIMIZE TO COMPENSATE
AND IMPROVE PERFORMANCE
UNDERSTAND THE ANALYST’S FUNNEL IS
CONNECTED
THE ANALYST’S FUNNEL, AND ALL FUNNELS, DO NOT EXIST IN
A VACUUM - ALL THE PARTS WORK TOGETHER
BECOMING START WITH GOALS, THEN REVERSE ENGINEER
PROACTIVE USE YOUR DESIRED END RESULT TO MAP OUT WHAT SUCCESS
LOOKS LIKE
@jtrondeau
GO FORTH
AND ANALYZE
ANALYTICS & DATA MASTERY
AND CERTIFICATION CL ASS