This is a presentation I made many years ago at one of the first RootsTech conferences put on by the FamilySearch department of The Church of Jesus Christ of Latter-day Saints in February 2011. At the time, I was working as the Web Analytics Product Manager for the Church. They must have been desperate for speakers–not that I am a bad speaker, but because the content really wasn’t related to family history work or genealogy.
Anyway, I recently rediscover this presentation when I was looking through some old files. I was shocked at how relevant the content is all these years later. In fact, I could almost give this exact same presentation at a digital marketing analytics conference today and it would be just as true, relevant, and insightful as it was then. In fact, I may do that.
As I recall, as I was working with the team to put together the slide deck, there was some ruckus about what images could be used, and copyright issues, and so forth. Finally, I just decided to use my own pictures–photos I took so I could have complete control of how they would be used. So I ended up doing a photo shoot with my kids. I told them what poses to strike and it turned out very nicely. I’m glad I did it.
So without further ado, here were my top 10 ways to be strategic with digital analytics:
- 10. Keep Your Eye on the Prize: Your Web site exists for a purpose, find it, articulate it, and work towards achieving it. Design the site around that goal. Look at metrics that relate back to that goal and continuously work to improve.
- 9. Not everything that can be counted counts: Web Analytics cannot exist in a vacuum. It exists for no other purpose other than improving site performance. “You can learn many interesting things by analyzing data. But you should only spend your time looking at info that identifies opportunities for improvement.” (Actionable Web Analytics Page 53)
- 8. Be Compelling: You might not be a PhD statistician or know how to run a multi-variate test or know how to set intervals with two standard deviations, etc., but you can still be compelling.
- 7. Data Beats Guesses: The probability of making the right decisions for website design is dramatically improved when you use even the tiniest amount of empirical data.
- 6. Questions Before Data: We must understand the difference between a business question and a report request. Rather than trying to respond to report requests, ask: What business problem are you trying to solve?
- 5. Ask “So What?” Three Times: “Ask every web metric you report the question “so what” three times. …If at the third “so what” you don’t get a recommendation for an action you should take, you have the wrong metric.” (Avinash Kaushik)
- 4. Use a Balanced Scorecard: Any one metric can be manipulated. Instead, try getting multiple metrics to improve simultaneously.
- 3. Look at trends rather than level: My boss once asked how confident I was in the precision of a web analytics figure. I said “low” but that I had a high degree of confidence in it’s upward trend over time and it’s context relative to other metrics.
- 2. Align Goals and Tactics: If you have aligned your website content and features with your goals, the metrics on those tactics will be indicators of how well you are performing against your high level goals.
- 1. Hold People Accountable. Accountability drives adoption and change. If there is no accountability for the performance of metrics, there will be no improvement.