How an analytics culture drives the success of your business

1. How an analytics culture drives the success of your business Jeff Danko Business Analytics Manager PricewaterhouseCoopers, LLP PwC

2. About PricewaterhousCoopers PricewaterhouseCoopers provides industry-focused assurance, tax and advisory services to build public trust and enhance value for our clients and their stakeholders. More than 163,000 people in 151 countries across our network share their thinking, experience and solutions to develop fresh perspectives and practical advice. We are a network of firms and each firm is a separate legal entity.

3. Analytics Manager or Metrics Coach The evolution of analytics Building an analytics culture You know you’re an analytics culture when . . . Examples of actionable reports Agenda

4. Analytics manager or Metrics Coach?

5. Analytics Manager or Metrics Coach

6. The evolution of web analytics

7. The evolution of web analytics 3.0 Actionable 2.0 Analyze 1.0 Monitor

8. Building an analytics culture

9. Building an analytics culture Make WebTrends data accessible Coach your stakeholders on “Key Performance Indicators” (KPIs) for measuring success: Coach your colleagues on quality vs. quantity of the data Changing the focus to actionable data

10. WebTrends access Marketing Community Template

11. Key performance indicators Key Performance Indicator’s will help your business achieve your specific goals through the definition and measurement of progress and success. The KPI’s selected should be Measurable Long-term considerations Acquisition, Engagement, Conversion, Retention

12. Aligning your KPI with a metrics report

13. Focus on the quality vs. quantity Avoid data overload Determine which data best addresses your marketing objectives

14. Focus on the quality vs. quantity

15. Making data actionable In 2005, Forrester Research asked web professionals what they found to be the hardest part of using analytics in their organizations. Only 24% replied pulling their data; by contrast 53% said “acting on the findings. “What’s the most difficult aspect of analytics for your company?” Pulling together the data – 24% Forming the hypothesis – 9% Developing the analytical models – 12% Interpreting the results – 3% Acting on the findings – 53%

16. Example reports* data is not representative of any meaningful measurement period

17. Advertising Marketing Channel Drilldown Report

18. Client research – XYZ Bank Corporate visitor (by page) report

19. Onsite Search Onsite search term by performance report

20. Consolidated traffic sources Traffic sources – levels of engagement and conversion

21. Filtered client list Organization – levels of engagement and conversion

22. Site API

23. Desktop widgets

24. Summary The evolution of analytics Monitor Analyze Take Action Building an analytics culture Make data accessible Discussing the success story Quality vs. quantity Making data actionable Examples of making reports more actionable Publicizing the data externally and internally API’s Desktop widgets

25. Q&A www.pwc.com