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

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

3. What if your assumptions are wrong?

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

8. Learn to Ask the Right Questions

9. Discover Through Dashboards

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

11. Ask Your Customers

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

13. I Have a Hot Tub Hammock

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

15. The Kids Love it!

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

18. Discover Through Dashboards

19. Discover Through Dashboards

21. How do we do something with these new insights?

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

24. This Lead Trend Looks Pretty Flat

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

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

28. Where do I go from here?

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

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

31. Thank you!