Web Analytics Framework
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The document outlines the processes and best practices for implementing and optimizing web analytics solutions to support business needs. It emphasizes the importance of collaboration between technology and business teams, thorough testing, and the development of insightful reporting tools. Furthermore, the document advocates for self-sufficiency through training, effective communication, and continuous optimization efforts.
Web Analytics Framework
- 1. PeopleProcessPeelPatch Implement ReportOptimise Web Analytics Build solution design Engage new businesses Support business Engage technologyOpportunities Digital consulting Web Analytics Framework Test Scope Specs Design People Process Peel Patch Identify Target Test Kaizen • Implement tags• Manage end- to-end testing • Collaborate well with site owners and marketers • Be an advocate for web analytics and services • Develop a scope document on what business want? • Transform KPIs into web analytics variables PeopleProcessPeelPatch Report Analyse Optimise Web Analytics Probe into a problem Insights Provide insights Spot reporting needs Promote self sufficiency Illustrate a story A circle of hardwork, happiness, achievement and motivation to do more smart work People Process Peel Patch Identify Target Test Kaizen Scrape Search Synthesise Story • Train the teams to be on their own for their needs • Ask right questions to the right team to get the bottom of needs • Analyse problem, explore data and connect the context • Don’t just narrate the story but beyond • Manage end- to-end testing
- 2. Trans to WA variables Delight with a dashboard Gather business requirements Define scopeDev test/prod test Modify code, if at all Engage Both Business and Technology Scope DesignTest Implement • Write a scope document on what business want? • Draft the blue print of events, eVars and Props • Thoroughly test pre and post tags go live • Show business teams the real god mine of WA Analyse Draft Tech implementation doc Implement Tags Check alter-ego Design process flow Build solution design doc Engage with developers Whatever Tagged, gets Tamed2 Design Specs Test Implement • This is the most difficult part of entire web analytics • Draft the blue print of events, eVars and Props • Network well with tech teams and explain working of WA tags • Monitor that all WA tags are appropriately placed
- 3. Identify reporting need Engage new businesses Improve networks Ask right questionsConnect the need Automate reporting Cater to Business Needs People ProcessPatch Report • Whatever is being recorded has to be revealed & measured • Ask right questions to get bottom of needs • Schedule reports so that they generate next actions • Fill the gap between needs and WA capabilities Build segments/profiles Verify the data Explore data What else? Connect other data sources Extract data 3 Self-sufficiency through Training teams Process Peel Patch Report • Always go for an extra mile to delight partners • Map requirements with data points • Go to the specifics as deep as possible to slice the data • Think of a close number before extracting the data
- 4. Gather information Recommend actions Understand problem clearly Match skillsReveal a story Present insights Power of Web Analytics in Action Scrape Search/ Seek Story Analyse • Asking right questions is the beginning • Migrate the business needs from reporting to analysis • Connect the dots and compose a story • Take web analytics to the next level, Optimization Verify the data Apply intelligence Define metrics & method Map data channels Connect context Integrate data points 4 The Beginning of Digital consultancy Search/ Seek Synthesise Story Analyse • Break the object into data points and tools • Design the roadmap of analysis • Connect all data points into one single outcome • If the entire process is Science this step is Art
- 5. Data support Scale up tests Identify the need Measure target Make a prototype (technology) Prepare a success case (business) Stay on TOP Identify TargetKaizen Optimise • Identify the low hanging fruits and support with data • Measure the impact of target and prioritize • Build a strong collaborative optimization platform Observe initial test impact Showcase results Prepare the challenger Define test plan Execute the test Analyse results 5 Take the lead and drive the change Target Test Kaizen Optimise • Define variations of test, visitors, %, KPIs & time • What customers want to the see most? • Analyse lift, confidence and audience segments • Monitor real-time test results for greater confidence
- 6. Resource Pooling Web Analytics BusinessTechnology WA Director Implementation specialist Implementation analyst WA tester Tech Head Project manager Business analyst Developer(s) Business Head Head of portfolio WA reporting analyst Implementation analyst WA tester Portfolio Managers Business analysts Implement Report 6 Remember Web Analytics is a Journey not a Destination WA reporting analyst Implementation analyst WA tester WA business analysts WA reporting analyst (for training teams as well) Portfolio Managers Business analysts Sr. Managers WA optimization specialist WA optimization analyst Project managers Optimization managers Production team Developer(s) Report Analyse Optimise