Photo Credit: keeva999 via Compfightkeeva999Compfight Creating a Data Driven Organization By Jeff Sauer Founder of Knowledge Land

Understanding Analytics

Defining Analytics

Interest in Analytics is Growing Source: Google Knowledge Graph

Analytics Turns Data into Information and Knowledge Data vs. Information vs. Knowledge:

Creating Institutional Knowledge and Wisdom Data Information Knowledge Wisdom Continuum -

Analytics Tells Stories Through Data

Vendor Landscape

Evolution of Web Analytics 9 Source - / /

Grinnell Has Chosen Google Analytics

Google Analytics is Fully Featured

Establish Common Objectives

Start With Defining Our Purpose What is the Purpose of Your Website?

Start With Customer Thought Process Researching Trends Generating Ideas Learning How Product Research Comparing Products Purchase Is This Our Target?

Start With Customer Thought Process Researching Trends Generating Ideas Learning How Product Research Comparing Products Purchase Is This Our Target?

Start With Customer Thought Process Researching Trends Generating Ideas Learning How Product Research Comparing Products Purchase Is This Our Target?

Determining Website Purpose Identify Business Objectives Define Goals Key Performance Indicators Set Targets Identify Responsibilities

Company Purpose Objective 1: Generate Leads Website Goal: Lead Generated KPI: Total Leads Generated Target: 100/month Key Players: Search Print Website Goal: Phone Call KPI: Phone Calls Received Target: 1,000/month Key Players: Marketing Call Center Print Objective 2: Brand Visibility Website Goal: Lead Generated KPI: Number of Brand Impressions Target: 1,000,000/month Key Players: Marketing Advertising Agency Partners Objective 3: Brand Loyalty Website Goal: Repeat Customers KPI: Repeat Purchases Target: 10,000/month Key Players: Print Call Center Start With Website Purpose

Company Purpose Objective 1: Generate Leads Website Goal: Lead Generated KPI: Total Leads Generated Target: 100/month Key Players: Search Print Website Goal: Phone Call KPI: Phone Calls Received Target: 1,000/month Key Players: Marketing Call Center Print Objective 2: Brand Visibility Website Goal: Lead Generated KPI: Number of Brand Impressions Target: 1,000,000/month Key Players: Marketing Advertising Agency Partners Objective 3: Brand Loyalty Website Goal: Repeat Customers KPI: Repeat Purchases Target: 10,000/month Key Players: Print Call Center Now add Objectives

Company Purpose Objective 1: Generate Leads Website Goal: Lead Generated KPI: Total Leads Generated Target: 100/month Key Players: Search Print Website Goal: Phone Call KPI: Phone Calls Received Target: 1,000/month Key Players: Marketing Call Center Print Objective 2: Brand Visibility Website Goal: Lead Generated KPI: Number of Brand Impressions Target: 1,000,000/month Key Players: Marketing Advertising Agency Partners Objective 3: Brand Loyalty Website Goal: Repeat Customers KPI: Repeat Purchases Target: 10,000/month Key Players: Print Call Center Add in Goals

Company Purpose Objective 1: Generate Leads Website Goal: Lead Generated KPI: Total Leads Generated Target: 100/month Key Players: Search Print Website Goal: Phone Call KPI: Phone Calls Received Target: 1,000/month Key Players: Marketing Call Center Print Objective 2: Brand Visibility Website Goal: Lead Generated KPI: Number of Brand Impressions Target: 1,000,000/month Key Players: Marketing Advertising Agency Partners Objective 3: Brand Loyalty Website Goal: Repeat Customers KPI: Repeat Purchases Target: 10,000/month Key Players: Print Call Center Define KPIs and Targets

Company Purpose Objective 1: Generate Leads Website Goal: Lead Generated KPI: Total Leads Generated Target: 100/month Key Players: Search Print Website Goal: Phone Call KPI: Phone Calls Received Target: 1,000/month Key Players: Marketing Call Center Print Objective 2: Brand Visibility Website Goal: Lead Generated KPI: Number of Brand Impressions Target: 1,000,000/month Key Players: Marketing Advertising Agency Partners Objective 3: Brand Loyalty Website Goal: Repeat Customers KPI: Repeat Purchases Target: 10,000/month Key Players: Print Call Center Finalize Measurement Model

Beyond the Data

Google Analytics = The What Google Analytics Teaches us what happened and by how much

Mixing Quantitative with Qualitative Data

Going Beyond the What User Testing Conversion Rate Optimization Voice of Customer Competitive Intelligence Data Visualization

Competitive Example: Insurance Spend Online Source:

Data Driven Organizations

Data Driven Performance Source: “Data-Driven Companies Outperform Competitors Financially”

Amazon is Data Driven

Revenues From Being Data Driven Source:

Google is Data Driven

Most Valuable Customers = Data Driven

The 10/90 Rule for Prioritization “If you have a budget of $100 to make smart decisions about your websites… invest $10 in tools and vendor implementation and spend $90 on Analysts with big brains.” - Avinash Kaushik Best Web Analytics 2.0 Tools: Quantitative, Qualitative, Life Saving!

Empowering Your Organization

What Can Analytics Do for Grinnell? Grow Top Line Revenue Save Money by Minimizing Waste Create Profit from Online Channel Target the Right Customers Embrace Future Generations

How Can Leadership Help? Be Clear With Objectives Provide Useful Feedback Encourage Collaboration Cross-Train Disciplines Make Analytics a Priority Observe the 10/90 Rule

Questions? 38 Jeff Sauer Marketer and Entrepreneur Knowledge.Land Minneapolis, MN, USA google.com/+JeffSauer Newsletter: bit.ly/jeffalytics