Analytics to Gain Insight for Business Questions Ed Reese – Director of Analytics & Optimization JEB Commerce @ed_reese

1) What’s important to measure? 2) How do I gain insights from the data? 3) How do I do something with it?

What if your assumptions are wrong?

How do we know what’s ACTUALLY important to measure?

Learn to Ask the Right Questions

Discover Through Dashboards

blog.kissmetrics.com/google-analytics-dashboards/

Ask Your Customers

Get Qualitative! Interviews (Just ask, really) Surveys (Surveymonkey, KISSinsights) User Testing (Usertesting.com)

I Have a Hot Tub Hammock

How Did That Happen? “Affordable Hot Tub” (Google Search & Visit) Served Facebook Retargeting Ad Clicked Ad / Visited Site / Chat Called / Asked Questions / Bought it!

The Kids Love it!

Where do I look for insights / How will I know when I find it?

Discover Through Dashboards

Discover Through Dashboards

How do we do something with these new insights?

Measure What Matters! High-Quality Leads True Influencers What Matters to YOUR Business

This Lead Trend Looks Pretty Flat

In their case it was ONLY high-quality leads that matter

Use Segmentation Repeat after me, “Any metric in aggregate is crap!”

Where do I go from here?

Webinar Q&A Follow-up JEB Commerce Blog LocalU Blog (Dashboards) Moz Blog KISSInsights Google Analytics Certification Avinash Kaushik’s Books / Blog

Ed’s Easy Analytics Videos  http://jebco.de/4V

Thank you!