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  "sourcesContent": ["import{jsx as e,jsxs as t}from\"react/jsx-runtime\";import{addPropertyControls as a,ControlType as i,Link as n}from\"framer\";import*as o from\"react\";let r=\"UXEAxvHTa\",s=\"eWkHiLQdu\",l=\"WaIV8YkF_\",h=\"P6rRKAxbj\",d=\"bRJRXppJo\",c=(e,t)=>{if(e&&\"object\"==typeof e)return{...e,alt:t};},u=[{index:0,id:\"sMQt3Jcjx\",[r]:\"Web Analytics 2012: The Year of the Action Hero\",[s]:\"web-analytics-2012-the-year-of-the-action-hero\",[l]:\"2012-01-17T00:00:00.000Z\",[h]:c({src:\"https://framerusercontent.com/images/qWqoUNXOObfNCFCugxEURKTta0.jpg\"},\"\"),[d]:/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"More action is needed in the field of web analytics.\"}),\" Without acting on the data, it\u2019s impossible to create value. If you\u2019re a web analyst or digital marketer, you need to be driving action from your analytics data if your organization is going to optimize its online business. \",/*#__PURE__*/e(\"strong\",{children:\"No action, no value.\"}),\" However, it can be daunting and challenging to determine how exactly the data can be consistently translated into action (optimization). Many individuals, teams, and companies are still struggling with this problem today.\"]}),/*#__PURE__*/t(\"p\",{children:[\"Having worked in the web analytics industry over the past several years, \",/*#__PURE__*/e(\"strong\",{children:\"I still don\u2019t feel as though we\u2019ve really tapped into the full potential of the technology yet\"}),\". Sure almost every company today has some form of web analytics tool installed, and most firms are using it for more than just measuring websites (e.g., social, mobile, apps, campaigns, etc.). And while many CMOs may think they\u2019re covered in terms of web analytics and are looking towards the next challenge (e.g., big data), I\u2019d argue that most companies have barely scratched the surface of the value that web analytics can provide to their business. There are definitely organizations that have been very successful in their analytics endeavors \u2013 I just thought we would see more of them.\"]}),/*#__PURE__*/e(\"h1\",{children:\"Enter the Action Hero\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"2012 is going to be different\"}),\". This is the year when it all starts to come together \u2013 and builds momentum. After several years of partial or inconsistent success, more companies are going to turn the corner and realize a greater return from their web analytics investment. I\u2019m not predicting some new mind-blowing technology that will transform the industry (although there\u2019s plenty of that available and in development). Instead, this \",/*#__PURE__*/e(\"strong\",{children:\"change will come from \"}),/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"human intervention \"})}),/*#__PURE__*/e(\"strong\",{children:\"\u2013 or in other words, people\"}),\". The digital transformation will be created and led by brave, intelligent individuals \u2013 analysts, technologists, marketers, and executives \u2013 who will no longer settle for the status quo of mindless reporting, low accountability, inaction, and everything else that has impeded analytics success.\"]}),/*#__PURE__*/e(\"h1\",{children:\"2012 will be the year of the Action Hero!\"}),/*#__PURE__*/t(\"p\",{children:[\"My definition of \u201Caction hero\u201D is an individual who can extract\",/*#__PURE__*/e(\"strong\",{children:\" meaningful analysis insights from the data and translate them into actions that generate significant returns for their company.\"}),\" These individuals become heroes to their organization through the impact their insights have on the business. Managers will want these people on their teams and will clear a path for them so they can do what they\u2019re good at \u2014 driving business value.\"]}),/*#__PURE__*/t(\"p\",{children:[\"As I\u2019ve introduced the action hero concept in my \",/*#__PURE__*/e(n,{href:\"http://www.amazon.com/gp/product/032179401X/ref=as_li_ss_tl?ie=UTF8&tag=anhero-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=032179401X\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"new book\"})}),\", various people have confused \",/*#__PURE__*/e(\"em\",{children:\"super\"}),\" heroes with \",/*#__PURE__*/e(\"em\",{children:\"action\"}),\" heroes. While I love movies from both genres (Spider-man vs. Indiana Jones), there is a subtle but important difference between these two types of heroes. Super heroes have superhuman abilities \u2013 they can fly over tall buildings, they have x-ray vision, they have herculean strength, etc. They are \",/*#__PURE__*/e(\"em\",{children:\"extraordinary\"}),\" people with talents I can\u2019t relate to. On the other hand, an action hero is \",/*#__PURE__*/e(\"strong\",{children:\"\u201Csimply an \"}),/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"ordinary \"})}),/*#__PURE__*/e(\"strong\",{children:\"person in extraordinary circumstances, who, despite the odds being stacked against him or her, typically prevails in the end\u201D\"}),\" (\",/*#__PURE__*/e(n,{href:\"http://en.wikipedia.org/wiki/Hero\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Wikipedia\"})}),\").\"]}),/*#__PURE__*/e(\"p\",{children:\"There are a number of parallels between the film action heroes and analytics action heroes:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Both are ordinary people. I\u2019m not saying they\u2019re not highly talented and super sharp, but they don\u2019t possess any superhuman abilities \u2014 at least nothing that feels as though it\u2019s coming out of the pages of a comic book.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Both types of heroes operate in extraordinary circumstances. If you\u2019ve worked in online marketing for any length of time you know how insane things can get and how quickly things can change.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Both have the odds stacked against them. While film action heroes might be outgunned and undermanned, analytics action heroes can run into similar budget and resource constraints.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Finally, both are heroes because they don\u2019t give up and are determined to prevail in the end.\"})})]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Any capable, intelligent individual can become an action hero\"}),\" \u2013 it\u2019s not a privilege that is reserved for a limited number of people based on where you went to school, what you studied, what department you\u2019re in, what your role is, how much experience you have, and so on. While I introduce different methodologies, frameworks, and techniques in \",/*#__PURE__*/e(n,{href:\"http://www.amazon.com/gp/product/032179401X/ref=as_li_ss_tl?ie=UTF8&tag=anhero-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=032179401X\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"my book\"})}),\" to help people in their action-packed journeys, being an action hero is more of a mindset than just an approach. You may need to think and act differently when it comes to digital marketing and analytics than you may have in the past. If one of your professional New Year\u2019s resolutions is to enhance your career this year, consider becoming an action hero in 2012. Not only will you take web analytics to an entirely new level at your company, but you\u2019ll become a linchpin and change agent with an even brighter future than you could ever imagine.\"]}),/*#__PURE__*/e(\"p\",{children:\"\u200D\"})]})},{index:1,id:\"KRA2YxDoq\",[r]:\"The Most Sought-After Trait for a Web Analyst\",[s]:\"the-most-sought-after-trait-for-a-web-analyst\",[l]:\"2012-02-29T00:00:00.000Z\",[h]:c({src:\"https://framerusercontent.com/images/lRgPCSSnQ7mcaFO5WcopotGSo.jpeg\"},\"\"),[d]:/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Back in November, I attended a Web Analytics Wednesday event in Utah. I was invited to join a career-focused panel moderated by Corry Prohens of IQWorkforce, which included Rudi Schumpert and Hila Strong of Keystone Solutions. One of the questions the Corry posed to us that stood out was:\"}),/*#__PURE__*/e(\"h1\",{children:\"\u201CIf you could only look for one thing in a potential candidate what would it be?\u201D\"}),/*#__PURE__*/t(\"p\",{children:[\"At first blush, this question seemed a little unrealistic because as a hiring manager you never look at just one aspect of a candidate\u2019s suitability for a position. You\u2019re really looking for the right combination of skills and experience in a particular candidate. However, I liked the challenge to isolate what in my opinion was \",/*#__PURE__*/e(\"strong\",{children:\"the most important attribute to look for in a potential web analytics candidate\"}),\". Luckily, I wasn\u2019t first up to bat on the panel\u2019s batting order so I had a little more time to think about it. But even with a little extra time to ponder the question, my mind was racing through all of the ideal qualities that I felt a web analytics candidate should have.\"]}),/*#__PURE__*/t(\"p\",{children:[\"Having worked in Omniture/Adobe\u2019s consulting group for several years, I\u2019ve had the unique opportunity to interview, hire, and work with hundreds of web analytics professionals. In my new book, I highlighted 22 different abilities or skills that I\u2019ve identified as being important for web analysts. I\u2019ve grouped these attributes into four major categories with a fifth bonus \u201CHero Factor\u201D category, which is a collection of qualities that I\u2019ve seen separate good analysts from great ones. After reviewing these attributes in my mind, the one critical trait that stood out for me was \",/*#__PURE__*/e(\"strong\",{children:\"PASSION\"}),\".\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,Dcr8XEzrfCiDwAzhx1Kb9VJp2HU.jpeg\",\"data-framer-height\":\"179\",\"data-framer-width\":\"650\",height:\"89\",src:\"https://framerusercontent.com/images/Dcr8XEzrfCiDwAzhx1Kb9VJp2HU.jpeg\",style:{aspectRatio:\"650 / 179\"},width:\"325\"}),/*#__PURE__*/e(\"p\",{children:\"In my book, I discuss all of the attributes that a web analyst needs. Obviously, no one will be perfect across all of these traits. In most cases, the skills can be learned or augmented, but in some specific cases, you've either got it or you don't.\"}),/*#__PURE__*/e(\"h1\",{children:\"Why Passion?\"}),/*#__PURE__*/t(\"p\",{children:[\"An early manager in my career taught me the importance of finding and hiring passionate people regardless of whether they\u2019re being hired for a business or technical role. I\u2019ve interviewed lots of individuals who were well-qualified for web analytics positions on paper \u2013 however, for whatever reason they lacked the passion, which in turn limited their potential. The English novelist, E. M. Forster, once stated, \",/*#__PURE__*/e(\"em\",{children:\"\u201COne person with passion is better than forty people merely interested.\u201D\"}),\" Why? \",/*#__PURE__*/e(\"strong\",{children:\"Passion has a multiplier effect\"}),\" \u2013 it takes the average value that an analyst can generate and amplifies it several times over.\"]}),/*#__PURE__*/t(\"p\",{children:[\"I\u2019ve interviewed individuals who might have been a little inexperienced or weak in one or two areas but still impressed me with their zeal for web analytics and optimization \u2013 to the point where I was willing to bet on their upside despite a little less polish or experience. While \",/*#__PURE__*/e(\"strong\",{children:\"passion can\u2019t fully compensate for any missing critical traits\"}),\" such as intelligence or communication skills, it \",/*#__PURE__*/e(\"strong\",{children:\"can offset and magnify other attributes\"}),\". Albert Einstein said, \",/*#__PURE__*/e(\"em\",{children:\"\u201CI have no special talents. I am only passionately curious.\u201D\"}),\" Clearly Einstein\u2019s passion augmented his other talents propelling him to greatness.\"]}),/*#__PURE__*/t(\"p\",{children:[\"From what I\u2019ve seen, passionate analysts never give up \u2013 they find a way to get the needed insights and answers. They\u2019re still working on a problem when others are checking out for the day. While others are stuck with the standard methods, passionate analysts innovate and come up with new, creative approaches to problems. They are simply more curious and thorough, they learn faster, and they inspire others. \",/*#__PURE__*/e(\"strong\",{children:\"Passion can be a key driving quality in a web analyst that will fuel their success\"}),\".\"]}),/*#__PURE__*/t(\"p\",{children:[\"Not everyone on your analytics or optimization team will be equally passionate (they\u2019re hard to find or nurture), but you\u2019ll want to build your team around the passionate ones because they elevate everyone\u2019s game. The musician Lauryn Hill stated, \",/*#__PURE__*/e(\"em\",{children:\"\u201CI need to be surrounded by people as passionate and as dedicated as I am.\u201D\"}),\" It\u2019s just a better work environment when your co-workers and team share the same energy and enthusiasm as you do. Fortunately, for most of my career in web analytics I\u2019ve had that opportunity. I really want to be a part of great things, and as the German philosopher, Georg Wilhelm Friedrich Hegel stated, \",/*#__PURE__*/e(\"em\",{children:\"\u201CNothing great in the world has ever been accomplished without passion.\u201D\"})]}),/*#__PURE__*/t(\"p\",{children:[\"So if you\u2019re a manager building out an analytics or optimization team, I\u2019d encourage you to search for those people who show passion for this space. Many candidates will be \",/*#__PURE__*/e(\"em\",{children:\"merely interested\"}),\" in the pay, title, or company\u2019s brand. However, select candidates will be \",/*#__PURE__*/e(\"em\",{children:\"genuinely passionate\"}),\" about analytics/optimization. \",/*#__PURE__*/e(\"strong\",{children:\"I honestly believe you can see the spark of passion in a candidate\u2019s eyes\"}),\". In addition, I look for evidence or manifestations of their passion \u2014 what are their proudest accomplishments, what side projects have they completed (maybe even on their own personal time), what blogs do they read, what books have they read, what conferences have they attended (or even better spoke at), what are their thoughts about the future of the industry, etc. Someone\u2019s excitement to land a new job is superficial but can look like passion if you don\u2019t dig deep enough.\"]}),/*#__PURE__*/t(\"p\",{children:[\"If you\u2019re someone who is passionate about web analytics and optimization, I challenge you to make sure you\u2019re in an organization that recognizes and rewards the results created by your passion. Life is too short and the opportunities too great to not be in the right place. I\u2019ll leave you with one final thought from Nelson Mandela who stated, \",/*#__PURE__*/e(\"em\",{children:\"\u201CThere is no passion to be found playing small \u2013 in settling for a life that is less than the one you are capable of living.\u201D \"}),\"Find your passion (whatever it may be), and then pursue it to your fullest capacity\",/*#__PURE__*/e(\"em\",{children:\". \"}),\"Not only will you will be more fulfilled as an individual, but it may also lead you to greatness.\"]})]})},{index:2,id:\"SPPCbF20W\",[r]:\"Digital Analysts Need More Than Just SMART Goals\",[s]:\"digital-analysts-need-more-than-just-smart-goals\",[l]:\"2012-04-02T00:00:00.000Z\",[h]:c({src:\"https://framerusercontent.com/images/aDH43yomIfevvS19VoH3xmvhGv0.jpg\"},\"\"),[d]:/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[\"One of the keys to your success as a digital analyst or web analytics practitioner is having \",/*#__PURE__*/e(\"strong\",{children:\"a clear understanding of the organizational goals or objectives\"}),\". In my mind, it\u2019s the starting point to everything. If you don\u2019t have a good understanding of your company\u2019s digital strategy, \",/*#__PURE__*/e(\"strong\",{children:\"it\u2019s hard to know if you\u2019re measuring, reporting, and analyzing the right data points\"}),\". If your data and metrics aren\u2019t properly aligned to the business objectives, your digital measurement efforts run the risk of not being relevant or valuable to your company. Many people have advocated analysts to use the SMART criteria to avoid this situation, but I\u2019d like to highlight some problems with the SMART approach and propose a more appropriate method.\"]}),/*#__PURE__*/e(\"h1\",{children:\"Problems with the SMART methodology\"}),/*#__PURE__*/t(\"p\",{children:[\"Most of us have been encouraged to create SMART goals when setting personal and employee goals. The concept of \",/*#__PURE__*/e(n,{href:\"http://en.wikipedia.org/wiki/SMART_criteria\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"SMART objectives\"})}),\" can be traced back to management publications in the \",/*#__PURE__*/e(n,{href:\"http://rapidbi.com/history-of-smart-objectives/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"early 1980s\"})}),\", and has been engrained in most HR goal setting initiatives ever since then. Interestingly, over time the actual SMART criteria have been compromised by differing interpretations of which words make up the acronym. The most common version is \",/*#__PURE__*/e(\"strong\",{children:\"S\"}),\"pecific, \",/*#__PURE__*/e(\"strong\",{children:\"M\"}),\"easurable, \",/*#__PURE__*/e(\"strong\",{children:\"A\"}),\"ttainable, \",/*#__PURE__*/e(\"strong\",{children:\"R\"}),\"elevant, and \",/*#__PURE__*/e(\"strong\",{children:\"T\"}),\"ime-bound. However, the various terms such as simple, meaningful, appropriate, realistic, tangible, and other words have been swapped in and out, diluting the overall SMART methodology to some degree.\"]}),/*#__PURE__*/t(\"p\",{children:[\"Nevertheless, the one of the main problems I have with the SMART methodology is that it is for \",/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"goal setting, not goal measurement\"})}),\". It\u2019s the wrong tool for the job at hand. As digital analysts, our role typically isn\u2019t to set the company\u2019s digital goals \u2013 it is to define and clarify the objectives so we can effectively measure the company\u2019s performance against achieving those goals. As we learn from Peter Drucker, goal measurement is important because \u201Cwhat gets measured gets managed.\u201D Sometimes it might feel like you\u2019re creating your company\u2019s online goals when they are not clearly articulated, but at the end of the day you\u2019re really just confirming with the management team that you\u2019ve interpreted the key business objectives correctly.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,hHKqriGEh0VnxctWjN2v3CZJ4F4.jpeg\",\"data-framer-height\":\"339\",\"data-framer-width\":\"500\",height:\"169\",src:\"https://framerusercontent.com/images/hHKqriGEh0VnxctWjN2v3CZJ4F4.jpeg\",style:{aspectRatio:\"500 / 339\"},width:\"250\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/t(\"p\",{children:[\"From a measurement perspective, two of the five SMART criteria aren\u2019t necessary and just get in the way because\",/*#__PURE__*/e(\"strong\",{children:\" we\u2019re not evaluating our own goals\"}),\" but those created by the executives for the organization. First, as analysts it\u2019s not our concern if a company goal is \",/*#__PURE__*/e(\"em\",{children:\"attainable\"}),\" as long as we can measure the progress towards achieving it. Second, it\u2019s also not our role to question whether a goal is \",/*#__PURE__*/e(\"em\",{children:\"relevant or realistic\"}),\". Are we going to tell the senior executives that their goals are unattainable, irrelevant, or just plain foolish? Probably not, even if you\u2019re tempted to have a \",/*#__PURE__*/e(n,{href:\"http://www.youtube.com/watch?v=fSi4HHNOnd0\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Jerry Maguire\"})}),\" moment. However, it is reasonable and understandable for an analyst to push to make sure the objectives are \",/*#__PURE__*/e(\"em\",{children:\"specific\"}),\", \",/*#__PURE__*/e(\"em\",{children:\"measurable\"}),\", and \",/*#__PURE__*/e(\"em\",{children:\"time-bound\"}),\" in order to properly measure, report, and analyze them.\"]}),/*#__PURE__*/t(\"p\",{children:[\"Another key issue with the SMART criteria is that it doesn\u2019t account for how we are \",/*#__PURE__*/e(\"strong\",{children:\"dealing with more than just a single company goal but a set of goals\"}),\" that are all competing for attention and resources. It is na\\xefve to treat all of the objectives as equally important. In my experience as a consultant, I\u2019ve found that objectives can and should be ranked or prioritized (weighted if necessary). Even with my own personal goals, some of them are essential to what I want to accomplish during the year while other goals are more of the \u201Cwouldn\u2019t it be nice if\u2026\u201D variety. For example, one of my main goals last year was to finish my book, and it superseded other goals such as running my first half marathon (I know, I know). The same applies to executives and corporate goals, where achieving certain goals (e.g., decreasing online marketing costs by 20%) may supersede other goals (e.g., increasing net promoter score by 25%). All of the company\u2019s online goals might be important, but they\u2019re probably \",/*#__PURE__*/e(\"em\",{children:\"not equally\"}),\" important. Prioritization is an essential component to defining and clarifying company objectives, but this factor is missing from the SMART methodology.\"]}),/*#__PURE__*/e(\"h1\",{children:\"Introducing PACT objectives\"}),/*#__PURE__*/e(\"p\",{children:\"For goal measurement purposes, I\u2019m going to propose a slight modification to using the SMART criteria by removing what\u2019s not relevant, adding what\u2019s missing, and keeping what\u2019s useful. The proposed PACT criteria are simply as follows:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Prioritized: \"}),\"In most cases, you\u2019re dealing with a set of business objectives and not a single business goal. You want to establish the priority levels of the different objectives, especially when they\u2019re competing for attention and limited resources. Prioritization also helps digital analysts (as well as the entire business) know where to focus their time and efforts.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Assessable: \"}),\"If an objective is difficult to measure, it\u2019s going to be challenging to know what the results should be (and manage to those results). Holding people accountable to an unmeasurable goal is nearly impossible and only increases the likelihood that the goal won\u2019t be achieved. \",/*#__PURE__*/e(\"em\",{children:\"Note: Sometimes you might need to get creative in how you tie data to a particular business objective (especially if it\u2019s a top priority), which is fine as long as everyone buys into what you\u2019ve proposed. \\xa0\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Clear: \"}),\"A goal must be specific and unambiguous so that the required action and desired outcome are clear. Linking the goal to a specific target such as a rate, number, and percentage will enhance its clarity. If various teams can interpret the same objective differently, they may head in different directions and even focus on different KPIs, missing the desired outcome entirely.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Time-Bound: \"}),\"A target date for the objective helps an organization to understand its progress toward the desired aim and may generate a sense of urgency if progress isn\u2019t happening as expected.\"]})})]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,VSB9NfDyZJcDOHabxGNp1k3SwA.jpeg\",\"data-framer-height\":\"237\",\"data-framer-width\":\"300\",height:\"118\",src:\"https://framerusercontent.com/images/VSB9NfDyZJcDOHabxGNp1k3SwA.jpeg\",style:{aspectRatio:\"300 / 237\"},width:\"150\"}),/*#__PURE__*/t(\"p\",{children:[\"Lastly, the PACT acronym represents a final element that\u2019s important to goal measurement. The word \u201Cpact\u201D is defined as a \",/*#__PURE__*/e(n,{href:\"http://www.vocabulary.com/definition/pact\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"formal agreement\"})}),\" or treaty between parties and comes from the Latin word \",/*#__PURE__*/e(\"em\",{children:\"pactum\"}),\", which means \u201Csomething agreed upon\u201D. I like the PACT acronym because it emphasizes that the \",/*#__PURE__*/e(\"strong\",{children:\"different stakeholders and executives need to agree on the business objectives\"}),\" (or as the management philosophy goes \u201Cagree or disagree \",/*#__PURE__*/e(\"em\",{children:\"but\"}),\" \",/*#__PURE__*/e(\"em\",{children:\"commit\"}),\"\u201D). Sometimes I\u2019ve found the agreement on the corporate digital goals to be straightforward because they\u2019ve been clearly defined and communicated throughout an organization by leadership. In many cases, it can be extremely messy because nobody really understands or agrees on the company\u2019s digital strategy and key business objectives. In those scenarios, using the PACT approach for goal measurement will be critical to everyone\u2019s success.\"]}),/*#__PURE__*/e(\"p\",{children:\"In summary, if you want to be a really smart digital analyst, I\u2019d recommend switching to the PACT criteria for goal measurement, reporting, and analysis. It will help you to make sure you\u2019re capturing the right data and KPIs, providing meaningful reports and dashboards to executives, and identifying actionable insights that really matter to the business. Because companies are not static, PACT approach is something you can lean on as your company\u2019s digital strategy, key business goals, and online initiatives evolve over time. Lock and load, analytics action heroes!\"}),/*#__PURE__*/e(\"p\",{children:\"\u200D\"})]})},{index:3,id:\"tBWZ3Ywg1\",[r]:\"Are You an Analytics Superhero or Action Hero?\",[s]:\"are-you-an-analytics-superhero-or-action-hero\",[l]:\"2012-04-27T00:00:00.000Z\",[h]:c({src:\"https://framerusercontent.com/images/mEC0vamkZR1ulPZWZlSFOm051ys.jpg\"},\"\"),[d]:/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[\"Recently, SAS and Teradata announced an interesting new contest to recognize \u201Ctop analytics professionals who are driving big value for their organizations\u201D and will feature these individuals as \u201Canalytic superheroes\u201D on a special \",/*#__PURE__*/e(n,{href:\"http://www.analyticsuperheroes.com/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"microsite\"})}),\". As I\u2019ve talked to various people about my book, several individuals have \",/*#__PURE__*/e(\"strong\",{children:\"confused superheroes with action heroes. \"}),\"This isn\u2019t surprising because unless you\u2019re \",/*#__PURE__*/e(n,{href:\"http://en.wikipedia.org/wiki/Sheldon_Cooper\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Sheldon Cooper\"})}),\" or one of his geek posse from \u201CThe Big Bang Theory\u201C, you probably wouldn\u2019t realize there\u2019s any distinction. However, as I prepared to write my new book, the subtle differences between the two types of heroes became increasingly clear and important. I\u2019d like to clarify what those differences are (I realize I\u2019m arguing semantics, but humor me for a moment) and at the same time explain why I think it\u2019s better to be an analytics action hero than an analytics superhero.\"]}),/*#__PURE__*/e(\"h1\",{children:\"How are action heroes different from superheroes?\"}),/*#__PURE__*/e(\"p\",{children:\"Growing up in the eighties, I consumed a steady diet of comic books (Spider-Man, X-Men, Batman/Dark Knight) and action-adventure films/shows (Indiana Jones, Mad Max, James Bond, Rambo, and anything with ninjas). While both types of heroes are known for their bravery and commitment to justice, there are some key characteristics that distinguish action heroes from superheroes.\"}),/*#__PURE__*/e(\"h1\",{children:\"1. Ability\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,6AJEDyeDRAvA1eIilP7badZemo4.jpeg\",\"data-framer-height\":\"286\",\"data-framer-width\":\"300\",height:\"143\",src:\"https://framerusercontent.com/images/6AJEDyeDRAvA1eIilP7badZemo4.jpeg\",style:{aspectRatio:\"300 / 286\"},width:\"150\"}),/*#__PURE__*/t(\"p\",{children:[\"Action heroes are \",/*#__PURE__*/e(\"strong\",{children:\"ordinary people\"}),\" who prevail under extraordinary circumstances. They overcome any challenges thrown their way by leveraging their unique talents, training, and experience. On the other hand, superheroes lean on their \",/*#__PURE__*/e(\"strong\",{children:\"superhuman powers or abilities\"}),\" \u2013 super-strength, x-ray vision, super-speed, super-intelligence \u2013 to achieve their aims. While you can aspire to be better and more like action heroes \u2013 honing your skills, perfecting your approach, gaining more experience, etc. \u2013 you can never attain the superheroes\u2019 powers or abilities. No radioactive spider-bites are in your future. Your greatness will be defined by your innate talent and good, old-fashioned hard work.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/t(\"em\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Digital Analysts:\"}),\" Despite how smart or talented you think you are, you don\u2019t possess superhuman abilities (I know it\u2019s hard to believe). Sure, it\u2019s a nice compliment to call someone a superhero, but it could actually stunt their development. Once someone thinks they\u2019re a superhero, they won\u2019t want to tamper with their image. They may avoid taking risks and exploring new methods or areas \u2013 just sticking to what worked in the past. An analytics action hero seeks to drive action and value so they are constantly learning and trying new approaches. \\xa0\"]})}),/*#__PURE__*/e(\"h1\",{children:\"2. Expectations\"}),/*#__PURE__*/t(\"p\",{children:[\"Action heroes are the \",/*#__PURE__*/e(\"strong\",{children:\"underdogs or longshots\"}),\" \u2013 they\u2019re never the \",/*#__PURE__*/e(\"strong\",{children:\"favorites or frontrunners\"}),\" like the superheroes are. In the films, most people second-guess the action heroes every step of the way, but step back whenever a superhero appears. Whereas superheroes just need to show up, action heroes are constantly proving and reconfirming their value (that might explain all the movie sequels).\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/t(\"em\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Digital Analysts:\"}),\" Most of the time you are the underdog or longshot. You have to constantly prove your value to your organization through analyses and recommendations that drive cost savings, higher revenue, or greater customer satisfaction. Your success will be typically defined by several small (but increasingly bigger) wins, not a single earth-shattering victory. Never rest on your laurels. \\xa0\"]})}),/*#__PURE__*/e(\"h1\",{children:\"3. Pragmatism\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,slwKHKZqHAYYr4qO1mMoKBxGE.jpeg\",\"data-framer-height\":\"200\",\"data-framer-width\":\"300\",height:\"100\",src:\"https://framerusercontent.com/images/slwKHKZqHAYYr4qO1mMoKBxGE.jpeg\",style:{aspectRatio:\"300 / 200\"},width:\"150\"}),/*#__PURE__*/t(\"p\",{children:[\"Action heroes are simply \",/*#__PURE__*/e(\"strong\",{children:\"more pragmatic and efficient\"}),\" than superheroes. For example, MacGyver uses odds and ends such as toothpaste and duct tape to build the tools or instruments for his missions. Many people have access to the same items and as a result his techniques and strategies can be replicated by other individuals. MacGyver is also very selective and efficient in his approach to each problem. On the other hand, Superman may be able to melt an iceberg from the North Pole with his heat vision to extinguish a raging forest fire, but this technique isn\u2019t necessarily efficient and won\u2019t work for anyone else \u2013 not even another superhero such as Aquaman or Captain America who don\u2019t share the same super powers.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/t(\"em\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Digital Analysts:\"}),\" Even greater value can be generated when analysis techniques can be shared and replicated by others. If you\u2019re the only one who knows how to perform your analyses, you may have greater job security but ultimately you\u2019re falling short of the impact you could be having across the organization by not inspiring other analytics action heroes. In addition, as an analyst you need to choose carefully from the 20+ different things you could do and focus on what\u2019s the most efficient and effective thing you can do.\"]})}),/*#__PURE__*/e(\"h1\",{children:\"4. Discipline\"}),/*#__PURE__*/t(\"p\",{children:[\"Action heroes are more disciplined because they have significantly less room for error than superheroes do. Because they are not immortal and more vulnerable, one misstep can be costly or fatal to action heroes. They also don\u2019t possess godlike abilities to quickly recover from their mistakes. As a result, they need to be \",/*#__PURE__*/e(\"strong\",{children:\"more cautious, attentive, and calculated\"}),\" in their approach. On the other hand, superheroes don\u2019t have to be as disciplined for the simple reason they are rarely in any real danger and can use brute force with their super powers to recover from any serious miscalculations. They also don\u2019t need to worry as much about how their actions affect other stakeholders (less accountability).\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/t(\"em\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Digital Analysts:\"}),\" When you\u2019re trying to establish trust between you and your stakeholders, you want to be careful and attentive with your analyses. Nothing destroys your credibility faster than sloppy analysis. \\xa0\"]})}),/*#__PURE__*/e(\"h1\",{children:\"5. Identity\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,GLi2HGqTgGcSgTFLvFgSx31tSs.jpeg\",\"data-framer-height\":\"313\",\"data-framer-width\":\"250\",height:\"156\",src:\"https://framerusercontent.com/images/GLi2HGqTgGcSgTFLvFgSx31tSs.jpeg\",style:{aspectRatio:\"250 / 313\"},width:\"125\"}),/*#__PURE__*/t(\"p\",{children:[\"Action heroes are generally are \",/*#__PURE__*/e(\"strong\",{children:\"less pretentious and more genuine\"}),\". For example, action heroes aren\u2019t constantly hiding behind some secret identity (maybe just an occasional disguise or two). They lead regular lives with spouses, children, parents, and colleagues that they return to after each adventure. This human aspect adds valuable context and keeps them grounded. On the other hand, superheroes lead a double-life \u2013 one as a costumed superhero (Wonder Woman, Superman) and another under an everyday alias (Diane Prince, Clark Kent). People are then left to wonder who these superheroes really are and which persona is fake or contrived. When you add flamboyant, brightly-colored tights to the mix, you also get the impression that they\u2019re mainly focused on promoting their personal brand. Being super is about being superior to other people \u2013 exclusivity. To paraphrase Syndrome, the villain in Pixar\u2019s \u201CThe Incredibles\u201D: When \",/*#__PURE__*/e(\"em\",{children:\"everybody\"}),\" is super then \",/*#__PURE__*/e(\"em\",{children:\"nobody\"}),\" is super.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/t(\"em\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Digital Analysts:\"}),\" Just because you expertly wield the data, be careful that you don\u2019t come across as a data snob to your internal stakeholders \u2013 people that you\u2019ll need on your side to be truly successful. The goal is not to always look smart or be right but to drive change that improves your business. Understand your internal stakeholders\u2019 needs and make them the heroes.\"]})}),/*#__PURE__*/e(\"h1\",{children:\"In Conclusion\"}),/*#__PURE__*/t(\"p\",{children:[\"While I\u2019ve been able to highlight some of the key differences between superheroes and action heroes, you\u2019ll definitely find there are heroes that bend or break my criteria. For example, I\u2019d classify Batman and Iron Man as action heroes rather than superheroes because they actually don\u2019t possess any super powers \u2013 they\u2019re just augmented by infinitely deep pockets and amazing, non-alien technology (Green Lantern\u2019s extraterrestrial ring makes him a superhero in my book). Ultimately, superheroes are primarily defined by their \",/*#__PURE__*/e(\"em\",{children:\"super powers\"}),\" while action heroes are defined by their \",/*#__PURE__*/e(\"em\",{children:\"actions or accomplishments\"}),\".\"]}),/*#__PURE__*/t(\"p\",{children:[\"In the context of analytics, I prefer to be an action hero because we need more action from data (small or big data). Being an action hero doesn\u2019t have to be limited to a small, elite group of people with quasi-superhuman abilities and talents. Being a hero doesn\u2019t need to be exclusive, it can be inclusive. Anyone with the \",/*#__PURE__*/e(\"strong\",{children:\"right ability, environment, and approach\"}),\" can become an action hero. Lock and load, analytics action heroes!\"]}),/*#__PURE__*/e(\"p\",{children:\"\u200D\"})]})},{index:4,id:\"vGBsC5CVR\",[r]:\"Web Analytics: Moving from Setupland to Actionland\",[s]:\"web-analytics-moving-from-setupland-to-actionland\",[l]:\"2012-06-05T00:00:00.000Z\",[h]:c({src:\"https://framerusercontent.com/images/5kAJ8nzXQmareq6r25Y6GJBswo.jpg\"},\"Yellow Flower\"),[d]:/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[\"One of my family\u2019s favorite vacation destinations is \",/*#__PURE__*/e(n,{href:\"http://disneyland.disney.go.com/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Disneyland\"})}),\". The whole experience \u2013 the rides, characters, entertainment, fireworks, etc. \u2013 is wonderful for the entire family. With five kids in tow, you can imagine all of the work and effort that goes into preparing for a 10-hour drive from Utah to California. As we drive through Las Vegas, Nevada and enter California, the anticipation begins to build in the backseats. After checking into our hotel, the next morning is one of the few in which my wife and I don\u2019t have a problem with getting our kids up early to go somewhere. After going through the process of parking, jumping on the shuttle, passing through security, and picking up our passes, we\u2019re finally ready to enter the theme park.\"]}),/*#__PURE__*/e(\"p\",{children:\"Now what kind of father would I be if I decided at that point \u2013 with the Magical Kingdom\u2019s entrance in full view of my children \u2014 to go back to the hotel and repeat the same process over the next few days, never actually entering the amusement park? Or what if we just entered the park for only 15-30 minutes each day? I\u2019d be a pretty sick and twisted dad if I did this, especially since my kids have been to Disneyland before and know how fun it is. I draw a parallel between this scenario and what companies go through with their digital analytics programs.\"}),/*#__PURE__*/e(\"h1\",{children:\"The Two Lands of Analytics\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,fQEncSmG0BEZeZ4yGwreb6O83E.jpeg\",\"data-framer-height\":\"353\",\"data-framer-width\":\"650\",height:\"176\",src:\"https://framerusercontent.com/images/fQEncSmG0BEZeZ4yGwreb6O83E.jpeg\",style:{aspectRatio:\"650 / 353\"},width:\"325\"}),/*#__PURE__*/t(\"p\",{children:[\"In web analytics, there are two lands: \",/*#__PURE__*/e(\"strong\",{children:\"Setupland\"}),\" and \",/*#__PURE__*/e(\"strong\",{children:\"Actionland\"}),\". The latter is a magical land that has all of the allure of Disneyland if you\u2019re a data-driven marketer or digital analyst. Every company wants to be in Actionland, where you\u2019re actually acting on the data and optimizing your business. It\u2019s the promised land of analytics, and it has all the coolest rides. However, just like preparing for a Disneyland trip, most of us know that it takes planning and hard work to get to Actionland\u2019s attractions \u2013 you have to pass through Setupland first.\"]}),/*#__PURE__*/t(\"p\",{children:[\"In Setupland, there are three main stages for digital analytics tools: \",/*#__PURE__*/e(\"strong\",{children:\"Align\"}),\", \",/*#__PURE__*/e(\"strong\",{children:\"Measure\"}),\", and \",/*#__PURE__*/e(\"strong\",{children:\"Report\"}),\". The \",/*#__PURE__*/e(\"strong\",{children:\"Align stage\"}),\" is where you gather, define, and confirm the business objectives and requirements of your key stakeholders. You want to make sure that your tagging strategy is closely aligned with the needs of the business. The \",/*#__PURE__*/e(\"strong\",{children:\"Measure\"}),\" \",/*#__PURE__*/e(\"strong\",{children:\"stage\"}),\" is where the technical heavy lifting occurs, which includes tagging, data validation, and data collection. A fair amount of time in Setupland can be spent on technical implementation, especially for large companies with multiple web domains, online marketing initiatives, mobile and social apps, etc. The last stage is the \",/*#__PURE__*/e(\"strong\",{children:\"Report stage\"}),\" where the collected data is packaged up in meaningful ways for business users to consume it via custom reports, dashboards, and scorecards.\"]}),/*#__PURE__*/t(\"p\",{children:[\"The key to getting value from your web analytics investment is to enter Actionland. However, many organizations spend too much time in Setupland and some may never experience Actionland. The goal should be to move quickly and efficiently through Setupland to Actionland. You want to spend more time focused on optimization rather than implementation and reporting. You can\u2019t skip Setupland. There\u2019s no easy, backdoor entrance to Actionland, and in fact you\u2019ll probably need to go through Setupland multiple times during your data-driven journey. The deployment of analytics solutions is an ongoing process \u2013 not a once-and-done project. \",/*#__PURE__*/e(\"strong\",{children:\"Think \"}),/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"program\"})}),/*#__PURE__*/e(\"strong\",{children:\", not \"}),/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"project\"})}),\".\"]}),/*#__PURE__*/t(\"p\",{children:[\"Your company evolves \u2013 new products, websites, campaigns, marketing channels, partners, senior executives, etc. The market trends change, customer behaviors shift, and competitors innovate. \",/*#__PURE__*/e(\"strong\",{children:\"If your digital business is dynamic, your digital measurement approach can\u2019t remain static.\"}),\" It needs to keep pace with your company\u2019s online evolution and the shifting demands of your industry. In addition, after you\u2019ve entered Actionland, analysis may identify more business questions that can only be answered through further implementation to enrich the data or pinpoint the right data. It\u2019s okay to go back to Setupland to tighten up the data as long as the goal is to quickly return to Actionland. Some large companies might be in both places at the same time as they analyze and optimize existing projects and implement new ones.\"]}),/*#__PURE__*/e(\"h1\",{children:\"Analysis is Your Ticket to Actionland\"}),/*#__PURE__*/t(\"p\",{children:[\"Most companies today are collecting vast amounts of digital data. As marketing budgets shift from traditional channels to digital channels, the volume is only going to keep increasing (e.g., social media, mobile, video, etc.). Analysts are often caught in a vicious cycle of endless reporting \u2013 maintaining current reports and building new reports. Unfortunately, too many organizations misinterpret reporting as the main destination of implementing an analytics solution and mistakenly view reporting as though it were a part of Actionland (when they\u2019re really stuck in the parking lot). \",/*#__PURE__*/e(\"strong\",{children:\"Reports display information \u2013 not insights\"}),\". Information from reports is useful, but meaningful insights from analysis are invaluable because they can actually drive action and value.\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,5R2BjjItXXhsyXxmLgz9jaWUaNQ.jpeg\",\"data-framer-height\":\"197\",\"data-framer-width\":\"300\",height:\"98\",src:\"https://framerusercontent.com/images/5R2BjjItXXhsyXxmLgz9jaWUaNQ.jpeg\",style:{aspectRatio:\"300 / 197\"},width:\"150\"}),/*#__PURE__*/e(\"p\",{children:\"Just like you need a pass to enter Disneyland, and you\u2019ll need one to access Actionland too. Analysis is your ticket to unlocking the value found in Actionland. The insights from analysis set the stage for all optimization efforts by enriching the business\u2019s understanding of its customers and market, pinpointing potential enhancements to digital marketing efforts, and helping to prioritize which opportunities to pursue. Analysis becomes the genesis for how your company can generate more sales, reduce marketing costs, enhance campaign performance, create a better user experience, reach specific target segments, etc. It\u2019s the only way to gain entry to Actionland. To be honest, you don\u2019t want just a three- or four-day park hopper pass to Actionland once a year. You really need a season pass to Actionland for recurring, deep-dive analysis and optimization of your digital business. Lock and load, action heroes!\"}),/*#__PURE__*/e(\"p\",{children:\"\u200D\"})]})},{index:5,id:\"m1ULjwrZr\",[r]:\"Destination Page Analysis: Understanding How Visitors Browse Your Site\",[s]:\"destination-page-analysis-understanding-how-visitors-browse-your-site\",[l]:\"2012-08-03T00:00:00.000Z\",[h]:c({src:\"https://framerusercontent.com/images/vlpnNj5N2FT4c1ukZeJz80viU5s.jpg\"},\"\"),[d]:/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"When you perform website analysis, you need to look at several different areas to understand how your site is performing and how it can be optimized. Three common areas of web analysis that apply to any website regardless of its industry are as follows:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Entry:\"}),\" How effective your landing pages are\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Search:\"}),\" What your visitors are searching for\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Exit:\"}),\" Where your visitors are exiting your site\"]})})]}),/*#__PURE__*/t(\"p\",{children:[\"A lot of emphasis has been placed on analyzing entrance or \",/*#__PURE__*/e(\"strong\",{children:\"landing pages\"}),\". You want to optimize your key landing pages so that visitors are moving beyond these entrance pages and deeper into your site content or conversion process. In most cases, conversions don\u2019t occur on a landing page so the bounce rate metric (% of single-page visits) has grown in popularity as an indicator of whether people are moving beyond the first page they see.\"]}),/*#__PURE__*/t(\"p\",{children:[\"Another key area of focus for web analysis has been \",/*#__PURE__*/e(\"strong\",{children:\"internal search\"}),\". You want to understand what your visitors are searching for so that you can deliver what they are seeking. When visitors are browsing your site, you don\u2019t necessarily know what they are looking for, but in the case of internal search, they\u2019re more or less telling you what they want by the keywords they use. Through the internal search reports, you can identify ways to make existing content or products easier to find, identify new content and product offerings to add to your site, and understand shifts in the interests of your visitors that can then influence which content or products ends up being promoted in your onsite and external campaigns.\"]}),/*#__PURE__*/t(\"p\",{children:[\"To a lesser degree, web analysis might be focused on \",/*#__PURE__*/e(\"strong\",{children:\"key exit pages\"}),\". I still find it funny how some people view site exits as negatives. Eventually, all visits will come to an end (yes, even those to your wonderful website). Site exits are mainly concerning when they occur at a key stage in your conversion process, and visitors are prematurely ending their journeys before converting. Using an exit rate metric (% of site exits on a particular page), you can identify unexpected exit pages to evaluate and fix.\"]}),/*#__PURE__*/e(\"h1\",{children:\"What about browsing behaviors?\"}),/*#__PURE__*/t(\"p\",{children:[\"If entry and exit analyses focus on the bookends of your visitors\u2019 journeys, what about what happens between those two points? Internal search analysis provides some valuable insights into your visitors\u2019 behaviors in the middle, but it\u2019s only part of the picture. Some visitors are more likely to search while others have a tendency to first browse or navigate before searching. So how do you analyze browsing behaviors on your site?\",/*#__PURE__*/e(\"strong\",{children:\" \\xa0Do you really know where visitors are going on your site?\"})]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,PXJbCsKu1mmS89QS8y9k5DKIpg.jpeg\",\"data-framer-height\":\"250\",\"data-framer-width\":\"375\",height:\"125\",src:\"https://framerusercontent.com/images/PXJbCsKu1mmS89QS8y9k5DKIpg.jpeg\",style:{aspectRatio:\"375 / 250\"},width:\"187\"}),/*#__PURE__*/t(\"p\",{children:[\"You could do usability testing to explore these questions but that can be expensive and time-consuming. In addition, you\u2019re only going to see a small sample of the customer journeys. If you stick with your web analytics tool, you could pull a Pages report to see which pages are most popular by page views or visits. However, this report would obscure where your visitors are actually going because it includes their starting point\u2014the landing page that they found from an external link or keyword search. In order to identify which destination pages your visitors are gravitating towards \",/*#__PURE__*/e(\"em\",{children:\"during\"}),\" their session or visit, you need to use a different approach called Destination Page Analysis.\"]}),/*#__PURE__*/e(\"h1\",{children:\"Destination Page Analysis\"}),/*#__PURE__*/e(\"p\",{children:\"This analysis technique is no more complicated than analyzing landing pages by bounce rate or other pages by exit rate. It comes down to a couple of simple calculations. If you\u2019re using Adobe SiteCatalyst, you can create these metrics as calculated metrics in your reports. If you\u2019re using another tool such as Google Analytics, you can perform the calculations in an Excel spreadsheet.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,N9PPZOs5prjxgdeGD4fvOcWknqM.jpeg\",\"data-framer-height\":\"119\",\"data-framer-width\":\"400\",height:\"59\",src:\"https://framerusercontent.com/images/N9PPZOs5prjxgdeGD4fvOcWknqM.jpeg\",style:{aspectRatio:\"400 / 119\"},width:\"200\"}),/*#__PURE__*/t(\"p\",{children:[\"In order to remove the entry-based visits from the Pages report, you\u2019ll want to create a \",/*#__PURE__*/e(\"strong\",{children:\"destination visits\"}),\" metric by subtracting entries (or entrances) from visits. You\u2019ll also want to create a secondary metric of \",/*#__PURE__*/e(\"strong\",{children:\"destination visit %\"}),\" (destination visits divided by visits). The destination visits metric tells you how many times the page was visited when it wasn\u2019t the landing or entry page, which means the visitors sought out the page after arriving on your site. The destination visit % metric informs you of how often the page was found after landing on the site as opposed to being an entry page. A low % for a particular page means visitors are mainly using that page as an entry point; whereas, a high % means the page is being found once they\u2019re already on the site.\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,E8HUcSKAPnFmaH5sqca1gr7UhFc.jpeg\",\"data-framer-height\":\"341\",\"data-framer-width\":\"500\",height:\"170\",src:\"https://framerusercontent.com/images/E8HUcSKAPnFmaH5sqca1gr7UhFc.jpeg\",style:{aspectRatio:\"500 / 341\"},width:\"250\"}),/*#__PURE__*/e(\"p\",{children:\"Landing pages can be destination pages as well. The Destination Visit % metric will indicate how often they\u2019re being visited during a session as opposed to being the start of a session.\"}),/*#__PURE__*/e(\"p\",{children:\"If everyone found exactly what they wanted on their landing page, there would be no destination pages. (You\u2019d also have no destination pages if your landing pages were complete garbage, but let\u2019s not go there). The simple fact that you have destination pages means your visitors are seeking more content or trying to complete some task. Therefore, understanding where they\u2019re going is important if you want to help them achieve their objectives and create a better user experience.\"}),/*#__PURE__*/e(\"h1\",{children:\"How to use destination page analysis\"}),/*#__PURE__*/e(\"p\",{children:\"One of the main applications of this type of analysis is to evaluate your global navigation and main browsing behaviors. While you can\u2019t necessarily discern which destination visits were a result of a search or part of a navigation path, you\u2019ll find the main pages associated with your menu structure should stand out in your reports. You will want to compare the different sections or categories listed in your global navigation with the pages that appear in your destination visit report.\"}),/*#__PURE__*/e(\"p\",{children:\"You might find certain parts of your global navigation are not being used by visitors (e.g., you have a link to your education section but no one goes to that category in comparison to other categories in your global nav). You might discover visitors are seeking out content that isn\u2019t represented in your navigation menu (e.g., the boating loans page is a popular destination page but it isn\u2019t listed as an option on the menu). These insights can help your UX design team to improve the user experience by aligning the navigation menu with the content your visitors want to find.\"}),/*#__PURE__*/e(\"p\",{children:\"While path analysis can be helpful in specific scenarios (e.g., paths within a conversion process or paths from a specific page), it can\u2019t help you with analyzing your global navigation or general browsing patterns because people can start browsing from any page within your site. Destination page analysis provides a high-level view of which content your visitors are drawn towards regardless of their starting point.\"}),/*#__PURE__*/e(\"h1\",{children:\"Use case: PowerPointNinja.com\"}),/*#__PURE__*/t(\"p\",{children:[\"When I perform a destination page analysis on my \",/*#__PURE__*/e(n,{href:\"http://www.powerpointninja.com/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"PowerPointNinja.com\"})}),\" website, I find that my global left-hand navigation has plenty of room for improvement. As I compare the destination visits report to my main navigational categories, I find that several of them aren\u2019t very popular (fonts, philosophy, etc.) as they don\u2019t even crack the top 15 results in the table below.\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,fVhZULBPHKhXnMRMcJoggrZY.jpeg\",\"data-framer-height\":\"294\",\"data-framer-width\":\"650\",height:\"147\",src:\"https://framerusercontent.com/images/fVhZULBPHKhXnMRMcJoggrZY.jpeg\",style:{aspectRatio:\"650 / 294\"},width:\"325\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,ppprsZnX8wy4VDpOJrgWbkMdV8.jpeg\",\"data-framer-height\":\"445\",\"data-framer-width\":\"375\",height:\"222\",src:\"https://framerusercontent.com/images/ppprsZnX8wy4VDpOJrgWbkMdV8.jpeg\",style:{aspectRatio:\"375 / 445\"},width:\"187\"}),/*#__PURE__*/e(\"p\",{children:\"The categories highlighted in red aren\u2019t that popular, and I should look at optimizing my menu structure.\"}),/*#__PURE__*/e(\"p\",{children:\"I could look at revising the labels, menu structure, or taxonomy to help visitors find content more easily. I always recommend testing changes to your navigation before deploying them unilaterally.\"}),/*#__PURE__*/e(\"p\",{children:\"I don\u2019t have sub-categories in my navigation, but they can be tricky to analyze if you do. It may not be fair to compare main categories with their sub-categories. However, if a sub-category is outperforming a main category, it begs the question of whether it should be pushed up in the information architecture of your site.\"}),/*#__PURE__*/e(\"p\",{children:\"In a related analysis, I could filter the destination visits report for just articles to see which blog posts are most appealing to visitors once they\u2019re on my site. I could then look to test cross-promoting those pages in more places across my website and look to create more articles on similar topics.\"}),/*#__PURE__*/e(\"h1\",{children:\"Limitations of destination page analysis\"}),/*#__PURE__*/e(\"p\",{children:\"Just like any analysis technique, destination page analysis has its limitations. First, if you have multiple links to a particular category page besides your global navigation (sidebar, footer, etc.), destination page analysis can\u2019t tell you which method was used to find the page (including search vs. browsing). You\u2019d need to track each link separately to understand that level of granularity (I\u2019m not a huge fan of link-level analysis, but that\u2019s a topic for another blog post).\"}),/*#__PURE__*/e(\"p\",{children:\"Second, just because a page generated a high number of destination visits doesn\u2019t mean that page was the intended ending point. Your visitors may have arrived at a dead end in their intended journey. Using your reasoning skills, you can typically deduce what is occurring, but you can also place an online survey on a key destination page to verify your hypothesis.\"}),/*#__PURE__*/e(\"p\",{children:\"Third, destination page analysis gives you no insights into the sequence or flow of the destination pages. However, once you\u2019ve pinpointed a key destination page that you\u2019d like to examine more closely, you can use path analysis to explore the upstream and downstream pages to and from that page.\"}),/*#__PURE__*/e(\"h1\",{children:\"Combining segmentation with destination page analysis\"}),/*#__PURE__*/e(\"p\",{children:\"When you apply segments to destination page analysis, you can discover some interesting insights into what types of content or pages are being sought out by key visitor segments. For example, you could examine the unique destination pages for two segments: loyal customers and mobile visitors. For your loyal customers, you might end up streamlining the landing pages of your email retention campaigns so that these visitors can get to their desired destinations \\xa0more quickly. For your mobile visitors, you may factor destination insights into how you design and structure your mobile apps.\"}),/*#__PURE__*/e(\"p\",{children:\"There might be other applications for this type of analysis that I haven\u2019t thought of. Please share them if you come across any that could be helpful to other digital analysts. Good luck on analyzing and better understanding the visitor journeys on your site!\"}),/*#__PURE__*/e(\"h1\",{children:\"Summary\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Destination Visits\"}),/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"strong\",{children:\"Formula:\"}),\" Visits \u2013 Entrances\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"strong\",{children:\"Interpretation:\"}),\" How many times the page was visited when it wasn\u2019t the landing or entry page\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"strong\",{children:\"Context:\"}),\" Visitors sought out the page after arriving somewhere else on the site\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"strong\",{children:\"Insight:\"}),\" Identify the key destination pages/content that make up popular customer journeys\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"strong\",{children:\"Response:\"}),\" Shorten the number of clicks it takes visitors to accomplish their site tasks\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Destination Visit %\"}),/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"strong\",{children:\"Formula:\"}),\" Destination Visits / Visits\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"strong\",{children:\"Interpretation:\"}),\" How often the page was found after landing on the site as opposed to being an entry page\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"strong\",{children:\"Insight:\"}),\" Low % for a particular page means visitors are mainly using that page as an entry point\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"strong\",{children:\"Insight:\"}),\" High % means the page is being found after they are already on the site\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"strong\",{children:\"Response:\"}),\" Remove ignored sections from global navigation and emphasize popular pages in the menu structure to maintain alignment with common browsing behaviors\"]}),/*#__PURE__*/e(\"p\",{children:\"\u200D\"})]})},{index:6,id:\"tjFEV0uxg\",[r]:\"How to Use Scatterplot Quadrant Analysis with Your Web Analytics Data\",[s]:\"how-to-use-scatterplot-quadrant-analysis-with-your-web-analytics-data\",[l]:\"2012-09-11T00:00:00.000Z\",[h]:c({src:\"https://framerusercontent.com/images/gzlnman6vnUqj4WvKBWNHGnDi4.jpeg\",srcSet:\"https://framerusercontent.com/images/gzlnman6vnUqj4WvKBWNHGnDi4.jpeg?scale-down-to=512 512w, https://framerusercontent.com/images/gzlnman6vnUqj4WvKBWNHGnDi4.jpeg 650w\"},\"\"),[d]:/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"In web analytics, we frequently use data tables to analyze and identify problems or opportunities in our data. When you\u2019re analyzing and comparing a limited set of values (e.g., browser types, top 25 pages), a tabular report may be all you require. However, if you need to dig deeper than the top 50 results, it can be difficult to pinpoint potential areas of focus when you\u2019re staring at a much larger data set. For example, a data table can be unwieldy if you\u2019re analyzing your external keywords which have an extremely long tail (thousands of search phrases).\"}),/*#__PURE__*/t(\"p\",{children:[\"Scatterplot analysis can be useful for any web analytics report where you have a high volume of different results (high cardinality)\u2014keywords, internal search terms, pages, products, etc. Regardless of what type of data you\u2019re analyzing, you will want to focus on a \",/*#__PURE__*/e(\"strong\",{children:\"volume metric\"}),\" (page views, visits, visitors, searches, etc.) and a \",/*#__PURE__*/e(\"strong\",{children:\"rate/ratio metric\"}),\" (conversion rate, bounce rate, AOV, revenue per visit, etc.). Depending on how many values are in a particular report, you might need to set a minimum threshold or cutoff based on your volume metric (only pages with more than \u201Cx\u201D visits) because you want to focus on items that \",/*#__PURE__*/e(\"em\",{children:\"when optimized will have a material impact on your business\"}),\". Wasting time on optimizing a poor-performing landing page that only receives 19 visits per month most likely isn\u2019t going to move the dial.\"]}),/*#__PURE__*/e(\"p\",{children:\"Once you create your scatterplot graph, you can then divide up the scatterplot into four quadrants to form a two-by-two matrix. With your volume metric on the X-axis and your rate metric on the Y-axis, you can create the quadrants by adding lines for the average for each metric (or some other reasonable benchmark). The contrasting attributes of each quadrant will mean you\u2019ll want to approach each one differently. For example, if you were analyzing your site\u2019s internal search terms based on searches and conversion rate, you would have the following quadrants:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Rock stars (high volume, high converting): \"}),\"These search terms are important to your business and demand your attention (no brown M&Ms). You want to ensure these search terms continue to be successful and explore ways in which they can convert at an even higher rate.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Hidden gems (low volume, high converting): \"}),\"This group of shiny search terms might translate into some opportunities to target less-competitive, high-performing keywords in your external paid search campaigns.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Pigeons (high volume, low converting): \"}),\"This flock of search terms might not leave a pleasant impression on your site. However, for internal search purposes, this quadrant could yield several promising optimization opportunities. Small improvements in the search experience can generate higher conversion rates that drive additional sales.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Dogs (low volume, low converting): \"}),\"You\u2019ll probably want to stay away from these critters until you\u2019ve exhausted all of your optimization opportunities in the other quadrants.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"When you\u2019re combing through row after row of data, it can be hard to isolate specific items that need to be addressed. By visually putting the data in separate quadrants, you can then tackle a set of items that share common traits or attributes. It also helps to keep you focused on what\u2019s really important and meaningful to your business (i.e., don\u2019t focus on the dogs). You don\u2019t want to be sidetracked by anomalies in the data that pique your curiosity but are relatively insignificant or unimportant.\"}),/*#__PURE__*/e(\"p\",{children:\"Scatterplot quadrant analysis is an exploratory starting point in your analysis process. As you investigate individual data points you\u2019re going to uncover new insights that will spur further analysis as you drill deeper into the data. Bubble chart analysis is another variation of scatterplot with the size of the bubbles representing a third dimension or metric (e.g., revenue). With bubble chart analysis, you can also leverage two-by-two matrices in order to prioritize and organize your analysis focus.\"}),/*#__PURE__*/e(\"h1\",{children:\"Step-by-step example\"}),/*#__PURE__*/t(\"p\",{children:[\"Let\u2019s pretend you have a website that sells hockey pucks, and you\u2019d like to focus on how you can maximize your product sales. For illustrative purposes, we\u2019re going to limit the data set to 30 products, but the approach would be the same if there were 30 or 30,000 products (although the scatterplot would be much busier). You decide to focus on two metrics: \",/*#__PURE__*/e(\"em\",{children:\"product views\"}),\" (a volume metric indicating how frequently a product detail page was viewed) and \",/*#__PURE__*/e(\"em\",{children:\"conversion rate\"}),\" (a rate metric indicating how often product views contributed to a purchase). Once you\u2019ve downloaded the data into Excel, and you\u2019re ready to create a scatterplot graph.\"]}),/*#__PURE__*/e(\"h1\",{children:\"1. Create a Scatterplot in Excel\"}),/*#__PURE__*/e(\"p\",{children:\"Intuitively, you would think that you\u2019d select the three columns (product name, product views, and conversion rate) to create a scatterplot graph in Microsoft Excel. However, Excel expects you to select only the two data columns that represent the X and Y coordinates of each point in your scatterplot. It doesn\u2019t accept a third field for the product name, which would become the data label for each point. We\u2019ll revisit this deficiency in step 3.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,xpSLZPLm7Cl2y4haA4d9ULh7Pr8.jpeg\",\"data-framer-height\":\"475\",\"data-framer-width\":\"650\",height:\"237\",src:\"https://framerusercontent.com/images/xpSLZPLm7Cl2y4haA4d9ULh7Pr8.jpeg\",style:{aspectRatio:\"650 / 475\"},width:\"325\"}),/*#__PURE__*/e(\"h1\",{children:\"2. Overlay the quadrant lines\"}),/*#__PURE__*/e(\"p\",{children:\"Now, we want to overlay the lines that make up the quadrants. First, you need to determine where you\u2019re going to place the vertical and horizontal lines that will create the quadrants. You can use the averages of each metric on your axes (or whatever is appropriate for your analysis). In this example, I\u2019m going to use 70,000 product views and 2.0% conversion rate for my quadrant lines. In order to insert the quadrant lines in Excel, you have two options. First, you simply use the Shape tool to draw the lines on the scatterplot. This quick-and-dirty approach won\u2019t be as effective if you need precision or anticipate having to resize the chart frequently.\"}),/*#__PURE__*/e(\"p\",{children:\"Alternatively, you can build the quadrant lines right into your chart. You\u2019ll need to create two extra XY data series (one for each line) and add them to the primary axis. The vertical XY data series will have your average volume metric in the X column and the min/max of your rate metric\u2019s axis in the Y column (the min and max will come from the current y axis). The horizontal XY data series will be the opposite\u2014min/max of your volume metric\u2019s axis in the X column and the average of your rate metric in the Y column. If you right-click on your scatterplot, click on Select Data and add the two additional series.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,HtZxl0KzmZJcIxeHsyZq970PSQ4.jpeg\",\"data-framer-height\":\"226\",\"data-framer-width\":\"650\",height:\"113\",src:\"https://framerusercontent.com/images/HtZxl0KzmZJcIxeHsyZq970PSQ4.jpeg\",style:{aspectRatio:\"650 / 226\"},width:\"325\"}),/*#__PURE__*/e(\"p\",{children:\"Add two XY data series for the quadrant lines.\"}),/*#__PURE__*/e(\"p\",{children:\"Once you\u2019ve added them, you\u2019ll want to edit the data series for each line (right-click on a data point). Remove the marker, change the line color (change \u201Cno line\u201D to \u201Csolid line\u201D), choose a different color, and edit the line style (if you want a dashed line instead). You\u2019ll also need to adjust the axes as Excel will automatically extend the length of each axis. If you right-click on an axis, under Axis Options you can change the axis maximum to Fixed with the value of the max that you used for each metric.\"}),/*#__PURE__*/e(\"h1\",{children:\"3. Isolate data points to investigate\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,P4HGdvwTKAtoY8MUnS6kHdevIw.jpeg\",\"data-framer-height\":\"121\",\"data-framer-width\":\"200\",height:\"60\",src:\"https://framerusercontent.com/images/P4HGdvwTKAtoY8MUnS6kHdevIw.jpeg\",style:{aspectRatio:\"200 / 121\"},width:\"100\"}),/*#__PURE__*/e(\"p\",{children:\"When you hover over a point in Excel, you\u2019ll see a pop-up similar to this one.\"}),/*#__PURE__*/e(\"p\",{children:\"You have your scatterplot with the quadrant lines in place, and you\u2019re ready to start exploring the data. When you hover over a particular data point of interest with your mouse, you get an annoying pop-up similar to this in Excel:\"}),/*#__PURE__*/t(\"p\",{children:[\"Series 1 Point \u201C83234\u201D\",/*#__PURE__*/e(\"br\",{}),\"(83234, 2.80%)\"]}),/*#__PURE__*/e(\"p\",{children:\"Because Excel doesn\u2019t allow us to assign a data label to each point, it\u2019s difficult to understand which data points correspond to which products. I can use the X (83234) and Y (2.80%) coordinates to cross-reference a product in my data table, but a manual look-up approach can be tedious and problematic if I\u2019m looking at a scatterplot with hundreds or thousands of data points. This longstanding issue in Excel has never been addressed by Microsoft, but there are a couple of free add-in hacks available.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Rob Bovey\u2019s Chartlabeler:\"}),\" \",/*#__PURE__*/e(n,{href:\"http://www.appspro.com/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"www.appspro.com\"})})]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,bWciq0YG1hENTgdibqpmrBJBIEE.jpeg\",\"data-framer-height\":\"169\",\"data-framer-width\":\"250\",height:\"84\",src:\"https://framerusercontent.com/images/bWciq0YG1hENTgdibqpmrBJBIEE.jpeg\",style:{aspectRatio:\"250 / 169\"},width:\"125\"}),/*#__PURE__*/e(\"p\",{children:\"This labeling mess is with only 30 values. Imagine 30,000 values\u2026\"}),/*#__PURE__*/t(\"p\",{children:[\"This add-in tool will allow you to add labels to your data points, BUT depending on the spread of your data points the labels may be rendered unusable because they stack on top of each other. The add-in is fairly straightforward to use but the overlapping labels means this add-in won\u2019t work in most cases. According to Excel expert, \",/*#__PURE__*/e(n,{href:\"http://peltiertech.com/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Jon Peltier\"})}),\", this add-in functionality will be built into Excel 2013, but it still won\u2019t overcome the problem of overlapping when you have dense labels.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Tushar Mehta\u2019s Hover Chart Label: \"}),\"http://www.tushar-mehta.com/excel/so\u2026bel/index.html\"]}),/*#__PURE__*/e(\"p\",{children:\"This add-in tool provides a label only when you hover your mouse over a particular point, which is important when you\u2019re trying to isolate a single point in the scatterplot. Unfortunately, this add-in is not very clear or user-friendly, but it\u2019s really the only passable solution. It basically puts a 1 pt. font label beside each data point which generates a larger label when you place your mouse over a point. In order to get the label hover feature to work, I found I needed to first set the data labels and then set the hover action.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,NjDLTCI7xqrjupQepVy5fQc2Sw.jpeg\",\"data-framer-height\":\"366\",\"data-framer-width\":\"650\",height:\"183\",src:\"https://framerusercontent.com/images/NjDLTCI7xqrjupQepVy5fQc2Sw.jpeg\",style:{aspectRatio:\"650 / 366\"},width:\"325\"}),/*#__PURE__*/e(\"p\",{children:\"With this add-in, you hover over the Chicago Blackhawks data point and only that label shows up (although you still have the stupid default hover pop-up show up in Excel). You can see the 1 pt. font labels to the right of the data points.\"}),/*#__PURE__*/e(\"h1\",{children:\"4. Assign data points to quadrants in data table (optional)\"}),/*#__PURE__*/e(\"p\",{children:\"A reader asked me how he could prioritize or rank items that fall into a particular quadrant. Once you\u2019ve determined what the vertical and horizontal lines are (in this example, 70,000 product views and 2.0% conversion rate), you can assign the different items to a quadrant segment. Here\u2019s the formula I used to assign the different products to a quadrant segment (cells C5-E5):\"}),/*#__PURE__*/t(\"p\",{children:[\"C5: 128298 (product views)\",/*#__PURE__*/e(\"br\",{}),\"D5: 3.25% (conversion rate)\",/*#__PURE__*/e(\"br\",{}),\"E5: IF(C5>=70000,IF(D5>=0.02,\u201DRockstars\u201D,\u201DPigeons\u201D),IF(D5>=0.02,\u201DHiddenGems\u201D,\u201DDogs\u201D))\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,tpVZMd0ngGfPI5W5EsHHkoYo.jpeg\",\"data-framer-height\":\"205\",\"data-framer-width\":\"250\",height:\"102\",src:\"https://framerusercontent.com/images/tpVZMd0ngGfPI5W5EsHHkoYo.jpeg\",style:{aspectRatio:\"250 / 205\"},width:\"125\"}),/*#__PURE__*/e(\"p\",{children:\"If needed you can specify which products belong to which quadrants (color-coded column on far right) and then use filters to sort and prioritize them.\"}),/*#__PURE__*/e(\"p\",{children:\"If you run through the formula logic, you\u2019ll see that the cell E5 will be assigned to the Rockstars segment. Once you\u2019ve used this formula to assign each data point to a quadrant, you can then apply a filter (Data > Filter) to the data columns to isolate a particular quadrant and then sort it by either metric. You can then use this filtered list to target your analysis and optimization efforts within a particular quadrant.\"}),/*#__PURE__*/e(\"p\",{children:\"As I mentioned before, you can use this type of analysis in lots of different places as it has multiple applications. Two-by-two matrices have been used by management consultants since the 1960s. In web analytics, they come in handy with reports where you have high cardinality (keywords, internal search terms, pages, products, etc.). Rather than being paralyzed by a high volume of unique values, you can use the quadrants to divide and conquer your data. Good luck!\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:\"Thanks to Jon Peltier at \"}),/*#__PURE__*/e(n,{href:\"http://peltiertech.com/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"em\",{children:\"Peltier Tech\"})})}),/*#__PURE__*/e(\"em\",{children:\" (a great resource for Excel charting) for his help with this blog post.\"})]})]})},{index:7,id:\"CvKS2_5pW\",[r]:\"The Two Guiding Principles for Data Quality in Digital Analytics\",[s]:\"the-two-guiding-principles-for-data-quality-in-digital-analytics\",[l]:\"2012-09-19T00:00:00.000Z\",[h]:c({src:\"https://framerusercontent.com/images/6a8yHtiN91mZkqUC4YkJJMpl8Y.jpg\"},\"\"),[d]:/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[\"Sherlock Holmes once exclaimed, \u201CData! Data! Data! I can\u2019t make bricks without clay.\u201D The famous fictional detective couldn\u2019t form any hypotheses or draw any conclusions until he had sufficient data. As digital analysts, data-driven marketers, or business decision-makers, we are equally\",/*#__PURE__*/e(\"strong\",{children:\" dependent upon the digital clay that forms our optimization bricks\"}),\". You too should cry \u201CData! Data! Data!\u201D if you don\u2019t have the numbers you need to understand and manage your online business (even if your outburst just serves as a cathartic release).\"]}),/*#__PURE__*/t(\"p\",{children:[\"In web analytics, you need to have a solid foundation of data as it underpins everything. Your digital data is the \",/*#__PURE__*/e(\"strong\",{children:\"basic building block of reports, analyses, business decisions, and successful optimizations\"}),\". This foundation doesn\u2019t happen on its own as it takes careful planning and execution. Your data also needs to be managed and maintained over time\u2014no you can\u2019t \u201Cset and forget.\u201D Your digital data will never be perfect\u2014just like many other forms of data it can get messy. You strive to manage what you can control internally (code changes, content updates, campaign tracking codes, URL redirects, etc.) and then monitor and respond appropriately to external issues that you can\u2019t necessarily control (browser limitations, search engine changes, cookie deletion, bots, etc.). You can\u2019t afford to have your organization\u2019s confidence in its numbers erode over time as it can have several negative repercussions:\"]}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"Rather than focusing on value-generating activities such as analysis, testing, or helping with implementing site enhancements, your digital analysts spend their time battling \",/*#__PURE__*/e(\"strong\",{children:\"fire drills\"}),\" as they investigate and explain discrepancies in the data.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"Digital analysts and data-driven marketers waste time working around problems or gaps in the data, having to do \",/*#__PURE__*/e(\"strong\",{children:\"overly complex reporting or analysis\"}),\".\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"Different business groups break apart into separate \",/*#__PURE__*/e(\"strong\",{children:\"data fiefdoms\"}),\" as they build their own data sets to answer their unique business questions. They end up using whatever analytics tool and approach that meets their individual needs, which may be contrary to the needs of the overall enterprise and other teams.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"Business teams abandon using their digital data as they question its validity. They end up ignoring the data and \u201C\",/*#__PURE__*/e(\"strong\",{children:\"flying blind\"}),\".\u201D These teams revert to familiar, gut-driven habits and have no idea how their initiatives are performing (I\u2019m not making this up \u2013 I\u2019ve seen this exact scenario happen at very large organizations).\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"Companies \",/*#__PURE__*/e(\"strong\",{children:\"become paralyzed and fail to act\"}),\" on any insights in their data because they are unsure if the opportunities or problems are real. Doing nothing is viewed as safer than potentially making mistakes based on bad data.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"Regardless of whether you create, share, or consume data, you should be concerned about the quality of your digital data within your organization. Experts in different IT fields have identified several dimensions that influence data quality, and these same criteria can certainly be used to evaluate your current digital data:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Accuracy:\"}),\" How closely does your data represent what really happened on your website, campaign, or mobile app? How inline or askew from the accepted values is it?\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Consistency:\"}),\" How uniform or erratic is your data over time? Are you capturing a lot of strange or unexpected values?\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Relevance:\"}),\" When you have questions about your website or online campaigns can you turn to your web analytics tool for insights? Does your digital data satisfy the needs of your key stakeholders?\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Completeness:\"}),\" Do you have data on all of the areas of your digital business that you need to measure and understand? Is there anything substantially missing from your digital data that weakens your ability to use and apply it as widely as you\u2019d like?\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Timeliness: \"}),\"Is there a delay between when you get your digital data (in a usable form) and when you need to act upon it?\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"I\u2019ve cherry-picked the factors that I felt were relevant to web analytics, but there are other dimensions mentioned by these experts such as interpretability, accessibility, coherence, validity, auditability, conciseness, objectivity, reliability, comparability, clarity, etc. However, I actually want to take a less academic and less complicated approach to data quality where we view data from a straightforward business perspective.\"}),/*#__PURE__*/e(\"h1\",{children:\"The Two Guiding Principles for Data Quality\"}),/*#__PURE__*/t(\"p\",{children:[\"In my mind, the two key principles for data quality are \",/*#__PURE__*/e(\"strong\",{children:\"usefulness\"}),\" and \",/*#__PURE__*/e(\"strong\",{children:\"trust\"}),\". Most business executives have two main questions on their mind when evaluating their digital data. \",/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"How useful is my data? Do I trust it?\"})}),\" The more your digital data is seen as being useful and trustworthy, the more its value increases in the eyes of your executives and their teams, which is important if you\u2019re trying to foster a data-oriented environment.\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,SHSnm8uvGLnzsNaMm83nhLUQY.jpeg\",\"data-framer-height\":\"458\",\"data-framer-width\":\"500\",height:\"229\",src:\"https://framerusercontent.com/images/SHSnm8uvGLnzsNaMm83nhLUQY.jpeg\",style:{aspectRatio:\"500 / 458\"},width:\"250\"}),/*#__PURE__*/e(\"p\",{children:\"Okay I had a bit of fun with this matrix but hopefully it conveys the importance of having both useful and trustworthy data (or dogs).\"}),/*#__PURE__*/e(\"h1\",{children:\"Principle #1: Usefulness (Right or Wrong Data?)\"}),/*#__PURE__*/t(\"p\",{children:[\"The usefulness of your digital data is defined by its intended purpose. For managers, the data needs to be able to answer questions they have about their key strategic initiatives. For this reason, it\u2019s important to have a \",/*#__PURE__*/e(\"strong\",{children:\"clear understanding of your online business strategy and key business objectives\"}),\". If your data is supposed to help measure and optimize your firm\u2019s digital performance, it\u2019s imperative that your implementation is aligned with your company\u2019s business goals and digital strategy. Typically, when there\u2019s misalignment, your data will be perceived as being less useful. For some demanding managers, it may be more black-and-white\u2014it\u2019s the difference between having the \",/*#__PURE__*/e(\"em\",{children:\"right data\"}),\" and the \",/*#__PURE__*/e(\"em\",{children:\"wrong data \"}),\"to manage their part of the business.\"]}),/*#__PURE__*/t(\"p\",{children:[\"It\u2019s important to remember your digital initiatives (websites, campaigns, apps, etc.) are not static and, therefore, your \",/*#__PURE__*/e(\"strong\",{children:\"analytics implementation can\u2019t be static\"}),\" either. Your organization should be in the practice of constantly fine-tuning and calibrating its data to the evolving needs of your business. If digital analytics is treated as an afterthought and not integrated into the web development process, you\u2019re going to run into issues where your sites and content are changing but your digital analytics tool will be stuck measuring and reporting on what was important in the past\u2014not what\u2019s important today!\"]}),/*#__PURE__*/t(\"p\",{children:[\"The usefulness factor is more than just relevance as you can have relevant data that isn\u2019t necessarily useful. To use a baseball analogy, \",/*#__PURE__*/e(\"strong\",{children:\"relevant data is \"}),/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"in the right ballpark\"})}),/*#__PURE__*/e(\"strong\",{children:\" while useful data is \"}),/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"in the strike zone\"})}),/*#__PURE__*/e(\"strong\",{children:\".\"}),\" With useful data there\u2019s a higher degree of calibration to the needs of the business. The out-of-the-box reporting in most web analytics tools will provide some relevant information. However, I\u2019ve found the most compelling and useful reports are typically those that are customized or tailored to answer specific business questions. Useful data is exponentially more actionable because it sheds light on critical business initiatives that demand action.\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,vNBdeGxBRSPbqbqzRiLvCvO9U.jpeg\",\"data-framer-height\":\"254\",\"data-framer-width\":\"500\",height:\"127\",src:\"https://framerusercontent.com/images/vNBdeGxBRSPbqbqzRiLvCvO9U.jpeg\",style:{aspectRatio:\"500 / 254\"},width:\"250\"}),/*#__PURE__*/e(\"p\",{children:\"Timeliness is another key attribute of useful data. Data can have a shelf life and become less and less useful over time. In most cases with digital analytics, you\u2019re dealing with real-time or near real-time data so timeliness isn\u2019t typically an issue. However, that assumes you have what you need directly out of your analytics reports, and it doesn\u2019t need to be massaged in any way, which can lead to delays. Finally, if your data is incomplete then it\u2019s going to be less useful than if it covered the entire picture of what needed to be measured and understood.\"}),/*#__PURE__*/e(\"h1\",{children:\"Principle #2: Trust (Good or Bad Data?)\"}),/*#__PURE__*/t(\"p\",{children:[\"The usefulness principle always comes before the trust principle because it doesn\u2019t matter how much you trust your data \",/*#__PURE__*/e(\"em\",{children:\"if it\u2019s not useful to begin with\"}),\". However, \",/*#__PURE__*/e(\"strong\",{children:\"trust is also essential because no manager will act upon data they don\u2019t trust\"}),\". In my view, trust is a factor of both \",/*#__PURE__*/e(\"strong\",{children:\"accuracy and consistency\"}),\". Data accuracy is when your data matches its actual true value. This begs the question of what is the \u201Cactual true value,\u201D and where can it be found? To validate your digital data\u2019s accuracy it helps if you have a system that has the correct numbers, which can serve as a benchmark for your web analytics data. For example, you might compare your data against the numbers in another web analytics tool, reports in another digital marketing tool, or data from a backend, transactional system.\"]}),/*#__PURE__*/e(\"p\",{children:\"Just because two sets of data don\u2019t match, doesn\u2019t mean one is correct and the other is wrong (or vice versa). It\u2019s important to understand how various systems collect and process data differently so that you can separate real data discrepancies from the subtle nuances of each system. Typically, you want to see the numbers moving in the same direction and staying within an accepted threshold of variance even though the results may not match up directly.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,rKhXpYwSCPNqmCJZNd1vlIFrcMU.gif\",\"data-framer-height\":\"322\",\"data-framer-width\":\"394\",height:\"161\",src:\"https://framerusercontent.com/images/rKhXpYwSCPNqmCJZNd1vlIFrcMU.gif\",style:{aspectRatio:\"394 / 322\"},width:\"197\"}),/*#__PURE__*/t(\"p\",{children:[\"You need to be careful to establish \",/*#__PURE__*/e(\"strong\",{children:\"one source of truth\"}),\" for your digital data even though you may have data in a variety of other tools. Periodically checking the data accuracy is one thing, but constantly questioning the numbers and comparing the same results across multiple tools can waste time that could be better spent on optimizing your digital business. In addition, organizations can fall into the trap of needing to have their digital data match exactly. While you might not want your digital data to vary more than a certain percentage from another system\u2019s data, you\u2019ll expend a lot of effort and realize diminishing returns as you strive to remove all margin of error. You \",/*#__PURE__*/e(\"strong\",{children:\"can\u2019t afford to become immobilized or entangled by minor imperfections in your data\"}),\". If your data is off 5-10%, you should consider your data to be \u201Cgood\u201D and start using it to analyze and optimize your digital initiatives.\"]}),/*#__PURE__*/e(\"p\",{children:\"Often, there isn\u2019t another system that you can use to benchmark your digital data\u2019s accuracy. In these cases, you need reassure people that they can trust the numbers by validating your analytics tagging was done correctly. Consistency becomes important as digital analytics can be susceptible to data inconsistencies, which can erode people\u2019s trust if the issues are not minimized or explained. Overall, your data may be very accurate, but unusual glitches can throw all of your data into question if you\u2019re not careful.\"}),/*#__PURE__*/e(\"p\",{children:\"Having well-defined processes around deploying new page tags will help to decrease internally-generated discrepancies. For other external factors that impact your data, your analytics team needs to be adept at spotting, investigating, and responding to them quickly\u2014which may mean putting a technical workaround in place to prevent future occurrences (if possible) and explaining to stakeholders why the irregularity occurred in the first place. Educating data users on consistency issues can help them to avoid poor practices that lead to bad data and also be more understanding when uncontrollable anomalies appear in your digital data. Maintaining the integrity of your digital data is like managing a garden; it\u2019s something that requires constant attention. If your implementation becomes overrun by weeds, you may lose your entire crop of useful data. All the hard work that went into planning and planting the crop will be wasted, and there won\u2019t be a bountiful harvest of meaningful insights and action.\"}),/*#__PURE__*/t(\"p\",{children:[\"However, every garden has a few weeds and that can\u2019t stop you from using your digital data. Some of your reports may not be as clean or complete as you\u2019d like, but that doesn\u2019t stop you gleaning useful insights from them. I agree with Avinash Kaushik who insisted that \",/*#__PURE__*/e(n,{href:\"http://www.kaushik.net/avinash/data-quality-sucks-lets-just-get-over-it/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"we acknowledge our data isn\u2019t perfect\"})}),\", but we \",/*#__PURE__*/e(\"strong\",{children:\"get over it and use the data as best as we can\"}),\". That doesn\u2019t mean you shouldn\u2019t try to avoid or mitigate wrong/bad data, just your focus should be on trying to use your current data as much as possible rather than waiting for perfection. It can be frustrating when a key report appears to be broken, but it\u2019s only in rare situations where all your data is completely unusable.\"]}),/*#__PURE__*/e(\"h1\",{children:\"Tips for Improving Data Quality\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,aiqRCMibcoIOPHDHB6QQmipdI.jpeg\",\"data-framer-height\":\"200\",\"data-framer-width\":\"300\",height:\"100\",src:\"https://framerusercontent.com/images/aiqRCMibcoIOPHDHB6QQmipdI.jpeg\",style:{aspectRatio:\"300 / 200\"},width:\"150\"}),/*#__PURE__*/e(\"p\",{children:\"When you\u2019re evaluating your data quality, you might discover you have both usefulness and trust issues. I\u2019ve identified several tips that help you to overcome these issues. Some of the following tips apply to one of the two principles while others span both guiding principles.\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Iterative process:\"}),\" Creating useful data is an iterative process where you may not nail the desired insights perfectly the first time. You may need to start somewhere and then keep refining the data until your data shifts from being relevant to essential. Keep asking the question of your business stakeholders, \u201Cwhat would make the digital analytics reports even more valuable?\u201D\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Analysis isolates shortcomings:\"}),\" Performing analysis on your data is a great way to identify data quality problems both from a usefulness and a trust perspective. When you actually dive in and take a close look at the data to answer real business questions, you see issues that couldn\u2019t be spotted if you\u2019re just scanning reports or dashboards. Just like test driving a used car, you don\u2019t notice what\u2019s wrong or missing until you\u2019re actually in the driver\u2019s seat on the open road.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Feedback loops:\"}),\"One of the dangers in digital analytics is to set up the reporting and jump to the next challenge without soliciting feedback from internal customers. Whenever possible and where appropriate, digital analysts should be following up with internal stakeholders on their reports to verify if they are useful and trusted.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"More accountability for tagging:\"}),\" Organizations should hold business teams accountable for their results, but they should also hold them accountable for adhering to internal tagging processes and standards, which ensure digital initiatives are tagged correctly. Missing tags or poorly executed tracking hurts your company\u2019s ability to manage its performance and should not be tolerated.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Early warning system: \"}),\"Dashboards and automated alerts can be configured to catch and highlight potential data issues. These tools can serve as early warning systems so that the digital analytics team can investigate and resolve/explain an issue before it becomes a serious disruption to the business.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Offsite audit:\"}),\" Analytics teams should make time to audit their reports on a recurring basis (quarterly, semi-annually?)\u2014potentially as part of an offsite team event. If you don\u2019t make time to review your reports on a regular basis, it won\u2019t happen. It\u2019s a great way to review the digital measurement strategy and re-calibrate reports that are not implemented correctly or no longer relevant.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Auditing tool:\"}),\" To complement your human-led audits, you may want to leverage a site scan or tag auditing tool such as Adobe DigitalPulse, ObservePoint, or Accenture Digital Diagnostics (formerly Maxamine). These tools can detect missing or incorrectly configured tags that can impact your data quality.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"As the detective Sherlock Holmes recognized, data is essential to solving problems and unlocking insights. For modern digital detectives, data is the foundation that either limits your ability to optimize your digital business or empowers you to take it to the next level. The more useful and trustworthy your digital data is, the more impact it will have on your organization. However, remember you can\u2019t afford to wait for perfect data as you\u2019ll pass up valuable optimization opportunities in your digital data you can seize today.\"})]})},{index:8,id:\"E3cstkZyz\",[r]:\"Analytics: 5 Key Steps to Generate Value\",[s]:\"analytics-5-key-steps-to-generate-value\",[l]:\"2012-10-03T00:00:00.000Z\",[h]:c({src:\"https://framerusercontent.com/images/R6IENnAJZMXQHSYTigtvhvbo.jpg\"},\"Pink Flower\"),[d]:/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[\"I recently read an interesting \",/*#__PURE__*/e(n,{href:\"http://sloanreview.mit.edu/improvisations/2012/09/21/data-analytics-and-the-information-transfer-gap/?utm_source=twitter&utm_medium=social&utm_campaign=sm-direct#.UF3DJ1E15f8\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"article\"})}),\" from the \",/*#__PURE__*/e(\"em\",{children:\"MIT Sloan Management Review\"}),\" about how their research revealed a significant \u201Cinformation transfer gap\u201D or chasm between capturing the data and getting people to act on the insights from the data. Their survey showed \",/*#__PURE__*/e(\"strong\",{children:\"65% of organizations felt they were effective at capturing data, but just 46% were effective at disseminating information and insights\"}),\". While the research primarily focused on this issue from a big data perspective, this has been a recurring challenge for all forms of analytics\u2014big data or small data, online data or offline data, structured data or unstructured data, etc.\"]}),/*#__PURE__*/t(\"p\",{children:[\"As you consider how you can more consistently translate raw data into meaningful insights, remember your mission won\u2019t be complete if you are only effective at sharing information and insights. In order to get value from analytics\u2014and all the data that\u2019s being collected\u2014your company has to be effective at \",/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"acting on the insights taken from your data\"})}),\". As I like to emphasize\u2014\",/*#__PURE__*/e(\"strong\",{children:\"no action, no value\"}),\". In fact, there are a number of steps that need to happen after you\u2019ve collected your data before you can create any value from it. Companies can sit on mountains of data that may be viewed as \u201Cvaluable\u201D but never actually generate an ounce of value from their data if they\u2019re unable to use it effectively.\"]}),/*#__PURE__*/e(\"h1\",{children:\"Analytics Path to Value: Set \u2018Em Up and Knock \u2018Em Down\"}),/*#__PURE__*/t(\"p\",{children:[\"In my eight years of web analytics consulting experience, I\u2019ve seen many large companies struggle to generate tangible value from their online data. I like to compare the whole analytics process to a line of dominoes, where achieving value\u2014the last green domino\u2014is dependent upon completing or knocking down a series of key steps. \",/*#__PURE__*/e(\"strong\",{children:\"Along this path to value, a missing or misaligned domino in the line can impede an organization\u2019s ability to generate value from its data.\"}),\" Based on the nuggets buried within their data, an organization could streamline processes, lower costs, increase revenues, develop new innovations, or establish a competitive advantage, but not if it can\u2019t effectively knock down every domino on a consistent basis.\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,n0X8MdAkYbJY23GqrdkPEqxr9lg.jpeg\",\"data-framer-height\":\"288\",\"data-framer-width\":\"500\",height:\"144\",src:\"https://framerusercontent.com/images/n0X8MdAkYbJY23GqrdkPEqxr9lg.jpeg\",style:{aspectRatio:\"500 / 288\"},width:\"250\"}),/*#__PURE__*/e(\"p\",{children:\"If you aspire to be an analytics action hero or want to cultivate a data-driven environment at your company, you\u2019ll want to understand each step or domino in the Analytics Path to Value.\"}),/*#__PURE__*/e(\"h3\",{children:\"1. DATA\"}),/*#__PURE__*/t(\"p\",{children:[\"Regardless of what type of analytics you\u2019re focused on, the first step is to collect \",/*#__PURE__*/e(n,{href:\"http://www.analyticshero.com/2012/09/19/the-two-guiding-principles-for-data-quality-in-digital-analytics/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"strong\",{children:\"useful and trustworthy data\"})})}),\". Without data that is relevant, complete, and reliable you will not get very far with analytics. Data is the basic blocking block for all your subsequent insights, optimizations, and innovations.\"]}),/*#__PURE__*/e(\"h3\",{children:\"2. REPORTING\"}),/*#__PURE__*/t(\"p\",{children:[\"After your organization has collected its data, this raw material usually needs to be \",/*#__PURE__*/e(\"strong\",{children:\"cleaned, converted, combined, or organized\"}),\" before it is truly useful and accessible to business users (might involve an \",/*#__PURE__*/e(n,{href:\"http://en.wikipedia.org/wiki/Extract,_transform,_load\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"ETL\"})}),\" process outside of digital analytics). Effective reporting provides the broader base of business users with an important lens into the performance of the business. Through different vehicles such as \",/*#__PURE__*/e(\"strong\",{children:\"scheduled reports, scorecards, and dashboards\"}),\", business reporting transforms \",/*#__PURE__*/e(\"em\",{children:\"data\"}),\" into \",/*#__PURE__*/e(\"em\",{children:\"information\"}),\" that can be used to monitor how different parts of your organization are performing.\"]}),/*#__PURE__*/e(\"h3\",{children:\"3. ANALYSIS\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,kj466MOoc1Er450VIvOxYPEAAYg.jpeg\",\"data-framer-height\":\"270\",\"data-framer-width\":\"250\",height:\"135\",src:\"https://framerusercontent.com/images/kj466MOoc1Er450VIvOxYPEAAYg.jpeg\",style:{aspectRatio:\"250 / 270\"},width:\"125\"}),/*#__PURE__*/t(\"p\",{children:[\"While reporting might be used to spot potential problems or opportunities, it will rarely initiate any action on its own. A \",/*#__PURE__*/e(\"strong\",{children:\"deeper exploration\"}),\" of the reports and underlying data is needed to \",/*#__PURE__*/e(\"strong\",{children:\"convert \"}),/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"information\"})}),/*#__PURE__*/e(\"strong\",{children:\" into\"}),\" \",/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"meaningful insights\"})}),\", which can be used to better understand and improve business performance. Analysis is not just about mining the data for insights but also \",/*#__PURE__*/e(\"strong\",{children:\"sharing key findings\"}),\" with stakeholders and\",/*#__PURE__*/e(\"strong\",{children:\" recommending options\"}),\" to address a problem or seize an opportunity. The potential impact should be\",/*#__PURE__*/e(\"strong\",{children:\" monetized\"}),\" so decision-makers can weigh the various opportunity costs. One of the biggest problems in analytics is too many organizations \",/*#__PURE__*/e(n,{href:\"https://blog.adobe.com/en/publish/2010/10/19/reporting-vs-analysis-whats-the-difference\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"strong\",{children:\"confuse reporting with analysis\"})})}),\" and fail to move beyond just providing information.\"]}),/*#__PURE__*/e(\"h3\",{children:\"4. DECISION\"}),/*#__PURE__*/t(\"p\",{children:[\"Before insights can be translated into action, a decision maker (or group of decision makers) typically needs to decide whether or not to act on a particular insight or recommendation. No \",/*#__PURE__*/e(\"strong\",{children:\"resources \"}),\"will be assigned and no \",/*#__PURE__*/e(\"strong\",{children:\"changes\"}),\" will occur until a decision is made. A decision may require \",/*#__PURE__*/e(\"strong\",{children:\"additional data\"}),\" or further analysis before an executive feels comfortable with moving forward. The final decision may not align with the analysis recommendations, or the \",/*#__PURE__*/e(\"strong\",{children:\"execution plan\"}),\" may be altered (e.g., project scope increased or decreased).\"]}),/*#__PURE__*/e(\"h3\",{children:\"5. ACTION\"}),/*#__PURE__*/t(\"p\",{children:[\"After a decision has been made, the next step is to \",/*#__PURE__*/e(\"strong\",{children:\"plan\"}),\" an appropriate course of action and \",/*#__PURE__*/e(\"strong\",{children:\"execute\"}),\" on it. If a company is unable to successfully execute on the valuable insights coming from its data, the execution team needs to be held \",/*#__PURE__*/e(\"strong\",{children:\"accountable\"}),\". Taking action can include \",/*#__PURE__*/e(\"strong\",{children:\"testing\"}),\" different approaches before settling on the best one. Not every action will achieve its expected return. However, a data-driven organization will \",/*#__PURE__*/e(\"strong\",{children:\"learn\"}),\" from both its failures and successes so that it is constantly \",/*#__PURE__*/e(\"strong\",{children:\"refining\"}),\" and improving its approach over time.\"]}),/*#__PURE__*/t(\"p\",{children:[\"When all of these stages are aligned and knocked down, you can generate significant value from your data. However, organizations frequently don\u2019t make it all the way down the path and may end up questioning the value of their analytics efforts. If that\u2019s the case at your company, you need to \",/*#__PURE__*/e(\"strong\",{children:\"determine if you have a gap in your firm\u2019s path to value\"}),\". For example, many companies place a heavy focus on reporting but very little emphasis on actual, deep-dive analysis. Their understaffed analytics teams have no bandwidth to focus on anything besides implementation and reporting. Running into the \u201Cinformation transfer gap\u201D mentioned in the MIT article, these companies \",/*#__PURE__*/e(\"strong\",{children:\"get \"}),/*#__PURE__*/e(n,{href:\"http://www.analyticshero.com/2012/06/05/web-analytics-moving-from-setupland-to-actionland/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"strong\",{children:\"stuck in Setupland\"})})}),/*#__PURE__*/e(\"strong\",{children:\" and don\u2019t set foot in Actionland\"}),\", where the real value is created.\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,4Zn3fAe6V3Ab6Eu5HtbhMcMiN4.jpeg\",\"data-framer-height\":\"375\",\"data-framer-width\":\"250\",height:\"187\",src:\"https://framerusercontent.com/images/4Zn3fAe6V3Ab6Eu5HtbhMcMiN4.jpeg\",style:{aspectRatio:\"250 / 375\"},width:\"125\"}),/*#__PURE__*/e(\"p\",{children:\"In other cases, you may appear to have all of the dominoes in place but a misaligned domino may be the source of your woes. You need to investigate the misaligned domino to see what factors might be throwing it off course. For example, you might run into one of the following scenarios at your organization:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"Incomplete or\",/*#__PURE__*/e(\"strong\",{children:\" insufficient data\"}),\" is the real reason why senior managers are unable to move forward with a proposed optimization.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Inadequate training\"}),\" of end users leads to a low adoption of the current analytics reports.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"Turf wars and \",/*#__PURE__*/e(\"strong\",{children:\"internal politics\"}),\" prevent key stakeholders from agreeing on a decision even though it would be in your company\u2019s best interests.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"A business team feels threatened by a proposed change and \",/*#__PURE__*/e(\"strong\",{children:\"sabotages\"}),\" its success during the implementation phase.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"An IT team \",/*#__PURE__*/e(\"strong\",{children:\"misunderstands the prioritization\"}),\" of a tagging or optimization project and \",/*#__PURE__*/e(\"strong\",{children:\"postpones\"}),\" its deployment.\"]})})]}),/*#__PURE__*/t(\"p\",{children:[\"The key is to isolate where problems are originating and understand what other less obvious factors may be contributing to them. With the path-to-value concept in mind, you can identify areas where \",/*#__PURE__*/e(\"strong\",{children:\"better processes, added personnel, or technology\"}),\" can streamline and improve performance. New developments in \",/*#__PURE__*/e(\"strong\",{children:\"predictive analytics\"}),\" can significantly augment analyst capabilities, and \",/*#__PURE__*/e(\"strong\",{children:\"automation\"}),\" can streamline inefficient, manual processes. For example, decision automation capabilities (algorithms similar to paid search bidding rules) can handle micro-optimization opportunities that would overwhelm traditional decision-making processes.\"]}),/*#__PURE__*/t(\"p\",{children:[\"In addition, it\u2019s important to note the path to value is \",/*#__PURE__*/e(\"strong\",{children:\"not a once-and-done scenario\"}),\", but a process you\u2019ll repeat over and over as you seek to optimize different aspects of your business. Hopefully, with experience and discipline it will get easier over time for your organization to turn valuable data into actual value. As you\u2019re able to successfully drive more value with your analytics, \",/*#__PURE__*/e(\"strong\",{children:\"don\u2019t forget to\"}),\" \",/*#__PURE__*/e(\"strong\",{children:\"evangelize\"}),\" the heck out of your data-driven successes to build momentum across your organization.\"]}),/*#__PURE__*/e(\"p\",{children:\"\u200D\"})]})},{index:9,id:\"MhpI_cGjG\",[r]:\"31 Essential Quotes on Analytics and Data\",[s]:\"31-essential-quotes-on-analytics-and-data\",[l]:\"2012-10-25T00:00:00.000Z\",[h]:c({src:\"https://framerusercontent.com/images/ctoe1mIVYEMyhmCTR2h1dbwWodQ.jpg\"},\"Purple Flower\"),[d]:/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[\"Who doesn\u2019t like a good quote? We come across interesting and useful quotes all of the time in literature, news media, entertainment, and so on. \",/*#__PURE__*/e(\"strong\",{children:\"A potent, succinct quote that underlines a key point or supports an important truth can be like gold.\"}),\" Often the value of a quote is reinforced by who stated it such as an industry expert, a well-respected figure, or a person of notoriety, but sometimes the quote may be so good that it can stand on its own even if it came from a lesser known or even unknown source.\"]}),/*#__PURE__*/t(\"p\",{children:[\"If you\u2019ve read my \",/*#__PURE__*/e(n,{href:\"http://www.amazon.com/dp/032179401X/?tag=anhero-20\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"web analytics book\"})}),\", you\u2019ll know that I used quotes throughout the book to emphasize several points. I thought I\u2019d share \",/*#__PURE__*/e(\"strong\",{children:\"some of my favorite quotes related to analytics and data\"}),\"\u2014some that made it into the book and others that didn\u2019t (now I\u2019m debating why I wasn\u2019t able to squeeze them in). If you\u2019re evangelizing web analytics or trying to nurture a data-driven mindset at your company, I hope you\u2019ll find these 31 quotes inspiring and helpful.\"]}),/*#__PURE__*/e(\"h1\",{children:\"Why Analytics?\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,9sR4Zen7ilUKv8pNMHv0BRxP9O4.jpeg?preferredSize=full\",\"data-framer-height\":\"327\",\"data-framer-width\":\"490\",height:\"163\",src:\"https://framerusercontent.com/images/9sR4Zen7ilUKv8pNMHv0BRxP9O4.jpeg\",style:{aspectRatio:\"490 / 327\"},width:\"245\"}),/*#__PURE__*/e(\"p\",{children:\"At the end of the day, this quote by the late management guru, Peter Drucker, represents why most companies invest in analytics. If you\u2019re not measuring your digital initiatives, how can you manage or optimize them? Now just because you measure something doesn\u2019t guarantee that you will actually manage it, however, measurement is the starting point.\"}),/*#__PURE__*/t(\"h4\",{children:[\"The price of light is less than the cost of darkness.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"strong\",{children:\"Arthur C. Nielsen, Market Researcher & Founder of ACNielsen\"})]}),/*#__PURE__*/e(\"p\",{children:\"Another way to look at your analytics investment is to evaluate what it would be like to NOT have information on your digital business. I like how Arthur C. Nielsen, the founder of the global market research company, ACNielsen, framed it. Sure you need to spend some money on analytics (technology and people), but it\u2019s going to be less than the price you\u2019ll pay if you don\u2019t know how your business is performing. Consider the missed revenue opportunities and potential cost savings you would be giving up.\"}),/*#__PURE__*/t(\"h4\",{children:[\"Without big data analytics, companies are blind and deaf, wandering out onto the Web like deer on a freeway.\",/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"br\",{})}),/*#__PURE__*/e(n,{href:\"https://twitter.com/geoffreyamoore/status/234839087566163968\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"strong\",{children:\"Geoffrey Moore\"})})}),/*#__PURE__*/e(\"strong\",{children:\", Author of Crossing the Chasm & Inside the Tornado\"})]}),/*#__PURE__*/e(\"p\",{children:\"Without analytics, your company is vulnerable. However, just owning analytics tools isn\u2019t enough. Extracting value from your analytics investment requires sufficient staff, well-defined processes, a clear business strategy, and leadership support.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,f5NrSNcQqsdpocLNuZ6pbZ5etJ0.jpeg\",\"data-framer-height\":\"326\",\"data-framer-width\":\"490\",height:\"163\",src:\"https://framerusercontent.com/images/f5NrSNcQqsdpocLNuZ6pbZ5etJ0.jpeg\",style:{aspectRatio:\"490 / 326\"},width:\"245\"}),/*#__PURE__*/e(\"p\",{children:\"In the context of analytics, I\u2019d like to modify this quote a little by substituting \u201Cunderstand\u201D for \u201Cremember.\u201D Analytics gives you valuable insights into what is and isn\u2019t working. If your company doesn\u2019t understand (and remember) what mistakes it has made with its websites, campaigns, or mobile apps, it will keep on making those same errors.\"}),/*#__PURE__*/t(\"h4\",{children:[\"War is ninety percent information.\",/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"br\",{})}),/*#__PURE__*/e(\"strong\",{children:\"Napoleon Bonaparte, French Military and Political Leader\"})]}),/*#__PURE__*/e(\"p\",{children:\"The famous French general didn\u2019t even live the information age, and yet he attributed most of his military success to having the right information. When you\u2019re battling for a competitive advantage in business, analytics data can be equally important to your success.\"}),/*#__PURE__*/e(\"h1\",{children:\"Uninformed Opinions and Theories\"}),/*#__PURE__*/t(\"h4\",{children:[\"A point of view can be a dangerous luxury when substituted for insight and understanding.\",/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"br\",{})}),/*#__PURE__*/e(\"strong\",{children:\"Marshall McLuhan, Canadian Communications Professor\"})]}),/*#__PURE__*/e(\"p\",{children:\"Rather than blindly following the most popular or loudest opinion, you should use data to question, inform, and shape your perspective. While you don\u2019t always have to agree with the data, your understanding will be increased and enhanced by it.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,ZXSDIZItlSF9E1iDw7TLxgFcEhM.jpeg\",\"data-framer-height\":\"368\",\"data-framer-width\":\"490\",height:\"184\",src:\"https://framerusercontent.com/images/ZXSDIZItlSF9E1iDw7TLxgFcEhM.jpeg\",style:{aspectRatio:\"490 / 368\"},width:\"245\"}),/*#__PURE__*/e(\"p\",{children:\"This quote, which is often attributed to manufacturing guru and statistician, W. Edwards Deming, encapsulates the data-driven mindset. Unless you\u2019re an omniscient, omnipotent being (or Chuck Norris), you\u2019d better have data to back up your idea or approach.\"}),/*#__PURE__*/t(\"h4\",{children:[\"I never guess. It is a capital mistake to theorize before one has data. Insensibly one begins to twist facts to suit theories, instead of theories to suit facts.\",/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"br\",{})}),/*#__PURE__*/e(\"strong\",{children:\"Sir Arthur Conan Doyle, Author of Sherlock Holmes stories\"})]}),/*#__PURE__*/e(\"p\",{children:\"Whether you approach your data seeking enlightenment or to prove a point, you\u2019ll find what you\u2019re looking for. Although a common practice, twisting or massaging data to support a theory will only lead to problems down the road.\"}),/*#__PURE__*/t(\"h4\",{children:[\"He uses statistics as a drunken man uses lamp posts \u2013 for support rather than for illumination.\",/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"br\",{})}),/*#__PURE__*/e(\"strong\",{children:\"Andrew Lang, Scottish Writer\"})]}),/*#__PURE__*/t(\"p\",{children:[\"Some managers are \",/*#__PURE__*/e(\"strong\",{children:\"only interested in the numbers when they support their decisions\"}),\". Rather than dismissing bad results or covering up mistakes, more managers should embrace these trying insights for the value they can provide in helping to refine their understanding, intuition, and overall effectiveness.\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,RihAqg2VUoWQur6f0WbLXFZb7pU.jpeg\",\"data-framer-height\":\"327\",\"data-framer-width\":\"490\",height:\"163\",src:\"https://framerusercontent.com/images/RihAqg2VUoWQur6f0WbLXFZb7pU.jpeg\",style:{aspectRatio:\"490 / 327\"},width:\"245\"}),/*#__PURE__*/e(\"p\",{children:\"Just like many other things in life, data can be ignored. It\u2019s true we might not always like the results we see in our analytics tool, but ignoring the data isn\u2019t going to make things any better either. Do something about the numbers, don\u2019t ignore them.\"}),/*#__PURE__*/e(\"h1\",{children:\"Data Matters\"}),/*#__PURE__*/t(\"h4\",{children:[\"Data! Data! Data! I can\u2019t make bricks without clay!\",/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"br\",{})}),/*#__PURE__*/e(\"strong\",{children:\"Sir Arthur Conan Doyle\"})]}),/*#__PURE__*/t(\"p\",{children:[\"Sir Conan Doyle\u2019s famous fictional detective, Sherlock Holmes, couldn\u2019t form any theories or draw any conclusions until he had sufficient data. \",/*#__PURE__*/e(n,{href:\"http://www.analyticshero.com/2012/09/19/the-two-guiding-principles-for-data-quality-in-digital-analytics/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Data is the basic building block\"})}),\" of everything we do in analytics: the reports we build, the analyses we perform, the decisions we influence, and the optimizations we derive.\"]}),/*#__PURE__*/t(\"h4\",{children:[\"Not everything that can be counted counts, and not everything that counts can be counted.\",/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"br\",{})}),/*#__PURE__*/e(\"strong\",{children:\"Albert Einstein, Physicist\"})]}),/*#__PURE__*/e(\"p\",{children:\"While data is important, the right data is essential. It\u2019s becoming easier to feel overwhelmed by the increasing amounts of data being collected. Understanding what\u2019s important to the business (you need clear business goals) helps analysts to evaluate what data counts or should be counted. Albert Einstein was on to something when he said we can\u2019t always track what we want to count, but that doesn\u2019t stop us from constantly exploring new ways to get the data we need (just remember to respect privacy policies and laws).\"}),/*#__PURE__*/e(\"h1\",{children:\"The Process of Analysis\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,FJp2yLu8JXqb3w4Jjt1r2IPFQ8.jpeg\",\"data-framer-height\":\"327\",\"data-framer-width\":\"490\",height:\"163\",src:\"https://framerusercontent.com/images/FJp2yLu8JXqb3w4Jjt1r2IPFQ8.jpeg\",style:{aspectRatio:\"490 / 327\"},width:\"245\"}),/*#__PURE__*/t(\"p\",{children:[\"In analytics, \",/*#__PURE__*/e(\"strong\",{children:\"success is dependent upon asking the right questions\"}),\"\u2014both of the business stakeholders and of the data in your analysis approach. Framing a business question properly is critical because if you don\u2019t, you could go astray in your analysis or return with the wrong insights.\"]}),/*#__PURE__*/t(\"h4\",{children:[/*#__PURE__*/t(\"em\",{children:[\"A person who is gifted sees the essential point and leaves the rest as surplus.\",/*#__PURE__*/e(\"br\",{})]}),/*#__PURE__*/e(\"strong\",{children:\"Thomas Carlyle, Scottish Writer\"})]}),/*#__PURE__*/e(\"p\",{children:\"A successful analyst is able to remove the noise when analyzing data and isolate what matters to his or her organization. With most companies collecting large amounts of data, you need to be both talented and disciplined to pinpoint key insights that can yield value.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,Xz4lNkREBvdGS0ixk1L3v5Pm7c.jpeg\",\"data-framer-height\":\"326\",\"data-framer-width\":\"490\",height:\"163\",src:\"https://framerusercontent.com/images/Xz4lNkREBvdGS0ixk1L3v5Pm7c.jpeg\",style:{aspectRatio:\"490 / 326\"},width:\"245\"}),/*#__PURE__*/e(\"p\",{children:\"Sometimes you can get lucky and discover low-hanging fruit with minimal effort. However, often you\u2019ll need to go deeper than the surface-level information to uncover the valuable insights hidden within your data. For example, nothing may standout when you first look at your conversion funnel reports, but when you start examining different key segments all of sudden lots of insights start to appear.\"}),/*#__PURE__*/t(\"h4\",{children:[\"Statistics are like bikinis. What they reveal is suggestive, but what they conceal is vital.\",/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"br\",{})}),/*#__PURE__*/e(\"strong\",{children:\"Aaron Levenstein, Business Professor at Baruch College\"})]}),/*#__PURE__*/e(\"p\",{children:\"When analyzing your data, you need to be careful with statistics as they can both help and hinder you. They can tease you with interesting but superficial insights. However, you can\u2019t afford to stop your analysis prematurely at just symptoms when the root cause of a problem remains at large.\"}),/*#__PURE__*/t(\"h4\",{children:[\"If you torture the data long enough, it will confess.\",/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"br\",{})}),/*#__PURE__*/e(\"strong\",{children:\"Ronald Coase, Economist\"})]}),/*#__PURE__*/e(\"p\",{children:\"You can go too far in trying to force your data to yield up insights. You may discover you just don\u2019t have the data you need to answer the business question at hand. While waterboarding your data may result in an answer, it won\u2019t be very reliable. Realize when you need more data points before you can complete your analysis.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,JLIqT1Fsf5eCvY4lVuxyPW89R4.jpeg\",\"data-framer-height\":\"308\",\"data-framer-width\":\"490\",height:\"154\",src:\"https://framerusercontent.com/images/JLIqT1Fsf5eCvY4lVuxyPW89R4.jpeg\",style:{aspectRatio:\"490 / 308\"},width:\"245\"}),/*#__PURE__*/t(\"p\",{children:[\"Data is frequently \",/*#__PURE__*/e(n,{href:\"http://www.analyticshero.com/2012/09/19/the-two-guiding-principles-for-data-quality-in-digital-analytics/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"imperfect and incomplete\"})}),\". You can\u2019t let that fact paralyze your organization or push it in the direction of flying blind. Move forward with the inadequate or imperfect data you have. Strive to improve your data quality and completeness over time, but be aware of the diminishing returns in your quest for data perfection.\"]}),/*#__PURE__*/t(\"h4\",{children:[\"The alchemists in their search for gold discovered many other things of greater value.\",/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"br\",{})}),/*#__PURE__*/e(\"strong\",{children:\"Arthur Schopenhauer, German Philosopher\"})]}),/*#__PURE__*/e(\"p\",{children:\"Along your analysis journey, you may encounter unexpected insights that are unrelated to what you were originally analyzing. Exploration and discovery are why many of us enjoy performing analysis. You never know what you\u2019ll learn about your business or customers.\"}),/*#__PURE__*/e(\"h1\",{children:\"Sharing Your Data and Insights\"}),/*#__PURE__*/t(\"h4\",{children:[\"Once we know something, we find it hard to imagine what it was like not to know it.\",/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"br\",{})}),/*#__PURE__*/e(\"strong\",{children:\"Chip & Dan Heath, Authors of Made to Stick, Switch\"})]}),/*#__PURE__*/t(\"p\",{children:[\"Authors of the excellent book, \",/*#__PURE__*/e(n,{href:\"http://www.amazon.com/gp/product/1400064287/ref=as_li_tf_tl?ie=UTF8&camp=1789&creative=9325&creativeASIN=1400064287&linkCode=as2&tag=anhero-20\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"em\",{children:\"Made to Stick\"})})}),\", Chip & Dan Heath, call this phenomenon the \",/*#__PURE__*/e(\"strong\",{children:\"Curse of Knowledge\"}),\". When you\u2019re constantly immersed in the data as an analyst, it can be difficult to relate to your audience and anticipate how they will interpret and understand the insights you share. So while all of the knowledge you have as an analyst is great, it can actually trip you up in your communication approach. Because your audience hasn\u2019t poured over all of the data and doesn\u2019t have the same context, you need to try to put yourself in your audience\u2019s shoes when you\u2019re determining how to best share your insights and recommendations.\"]}),/*#__PURE__*/t(\"h4\",{children:[\"If you can\u2019t explain it simply, you don\u2019t understand it well enough.\",/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"br\",{})}),/*#__PURE__*/e(\"strong\",{children:\"Albert Einstein, Physicist\"})]}),/*#__PURE__*/t(\"p\",{children:[\"Regardless of the brilliance of your analysis or the importance of your insights, you need to be able to communicate your findings successfully to others. \",/*#__PURE__*/e(\"strong\",{children:\"If you\u2019re the only one who \u201Cgets it,\u201D then you\u2019ve failed.\"}),\" You need to consider how you can simplify your message so that it resonates with your audience and they know how to act on your insights.\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,jTO8DrmXcn0o85rMFIU9evnPE.jpeg\",\"data-framer-height\":\"324\",\"data-framer-width\":\"490\",height:\"162\",src:\"https://framerusercontent.com/images/jTO8DrmXcn0o85rMFIU9evnPE.jpeg\",style:{aspectRatio:\"490 / 324\"},width:\"245\"}),/*#__PURE__*/t(\"p\",{children:[\"If your analysis findings aren\u2019t capturing your audience\u2019s attention, you either have the \",/*#__PURE__*/e(\"em\",{children:\"wrong numbers\"}),\" or the \",/*#__PURE__*/e(\"em\",{children:\"wrong audience\"}),\". In other words, you\u2019ve either failed to understand what\u2019s important to your audience or you\u2019ve failed to identify the right audience who would care about your findings.\"]}),/*#__PURE__*/t(\"h4\",{children:[\"The greatest value of a picture is when it forces us to notice what we never expected to see.\",/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"br\",{})}),/*#__PURE__*/e(\"strong\",{children:\"John Tukey, American Mathematician\"})]}),/*#__PURE__*/t(\"p\",{children:[\"Data visualization is not only important to presenting our insights but also for exploring the data for insights. While a weak or wrong visualization can bury a good insight, a strong or suitable visualization can make it stand out. Take advantage of the fact that the human brain finds it \",/*#__PURE__*/e(\"strong\",{children:\"easier to process information when it is in the form of a picture rather than words or numbers.\"})]}),/*#__PURE__*/t(\"h4\",{children:[\"Data are just summaries of thousands of stories \u2013 tell a few of those stories to help make the data meaningful.\",/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"br\",{})}),/*#__PURE__*/e(\"strong\",{children:\"Chip & Dan Heath, Authors of Made to Stick, Switch\"})]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,4PuQ0xxiBUfGWTl6QCS8lu88g4.jpeg\",\"data-framer-height\":\"327\",\"data-framer-width\":\"490\",height:\"163\",src:\"https://framerusercontent.com/images/4PuQ0xxiBUfGWTl6QCS8lu88g4.jpeg\",style:{aspectRatio:\"490 / 327\"},width:\"245\"}),/*#__PURE__*/t(\"p\",{children:[\"To communicate effectively with data, you need to tell a story with it. While data relies on logic and reasoning, \",/*#__PURE__*/e(\"strong\",{children:\"decisions are often made based on emotion.\"}),\" Merging logic and emotion can be a powerful combination to drive action from your insights.\"]}),/*#__PURE__*/e(\"h1\",{children:\"Turn Insight into Action\"}),/*#__PURE__*/t(\"h4\",{children:[\"The goal is to turn data into information, and information into insight.\",/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"br\",{})}),/*#__PURE__*/e(n,{href:\"http://www.hp.com/hpinfo/execteam/speeches/fiorina/04openworld.html\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"strong\",{children:\"Carly Fiorina\"})})}),/*#__PURE__*/e(\"strong\",{children:\", Former CEO of HP\"})]}),/*#__PURE__*/t(\"p\",{children:[\"The former CEO of HP, Carly Fiorina, highlighted some of the key steps in analytics. Reporting turns raw data into information that can be consumed by a company, and through analysis you turn information into insights. Taking her comments one important step further, I\u2019d add you need to turn \",/*#__PURE__*/e(\"strong\",{children:\"insight into action\"}),\" if you want to progress down the \",/*#__PURE__*/e(n,{href:\"http://www.analyticshero.com/2012/10/03/analytics-5-key-steps-to-generate-value/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"path to value with analytics\"})}),\".\"]}),/*#__PURE__*/t(\"h4\",{children:[\"The value of an idea lies in the using of it.\",/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"br\",{})}),/*#__PURE__*/e(\"strong\",{children:\"Thomas A. Edison, American Inventor\"})]}),/*#__PURE__*/t(\"h4\",{children:[\"An idea not coupled with action will never get any bigger than the brain cell it occupied.\",/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"br\",{})}),/*#__PURE__*/e(\"strong\",{children:\"Arnold Glasow, American Businessman\"})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,gRQcV1bEkqVg2REuKbctNwrgfKo.jpeg\",\"data-framer-height\":\"385\",\"data-framer-width\":\"490\",height:\"192\",src:\"https://framerusercontent.com/images/gRQcV1bEkqVg2REuKbctNwrgfKo.jpeg\",style:{aspectRatio:\"490 / 385\"},width:\"245\"}),/*#__PURE__*/t(\"p\",{children:[\"I included three similar quotes to emphasize this important principle: \",/*#__PURE__*/e(\"strong\",{children:\"No value is created by insights if they are not acted upon.\"}),\" If the insights aren\u2019t being acted upon, then your analytics isn\u2019t providing any value. Evaluate the \",/*#__PURE__*/e(n,{href:\"http://www.analyticshero.com/2012/10/03/analytics-5-key-steps-to-generate-value/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"key steps in your analytics value pipeline\"})}),\" from end-to-end and identify where potential breakdowns might be occurring.\"]}),/*#__PURE__*/t(\"h4\",{children:[\"Never confuse motion with action.\",/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"br\",{})}),/*#__PURE__*/e(\"strong\",{children:\"Benjamin Franklin, American Politician/Inventor\"})]}),/*#__PURE__*/t(\"p\",{children:[\"In analytics, you can get very busy with collecting new forms of data, integrating data sets, building new reports or dashboards, and so on. However, these activities should be a means to an end. To drive value from analytics, companies need to act on the insights. If you\u2019re not careful, you can easily waste \",/*#__PURE__*/e(n,{href:\"http://www.analyticshero.com/2012/06/05/web-analytics-moving-from-setupland-to-actionland/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"too much time and effort in Setupland and not spend enough time in Actionland\"})}),\".\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,zzYsq7hNbSsN3KRdJzCECHvLCi4.jpeg\",\"data-framer-height\":\"327\",\"data-framer-width\":\"490\",height:\"163\",src:\"https://framerusercontent.com/images/zzYsq7hNbSsN3KRdJzCECHvLCi4.jpeg\",style:{aspectRatio:\"490 / 327\"},width:\"245\"}),/*#__PURE__*/t(\"p\",{children:[\"Analytics has the power to transform companies; however, too many organizations are more concerned with the cost of analytics than its value. While most of these firms know they need analytics to compete, they haven\u2019t yet tasted the sweet success that can come from these tools. If you can start to string together a series of small analytics wins, you\u2019ll be able to \",/*#__PURE__*/e(\"strong\",{children:\"build momentum\"}),\" to the point where the scope and scale of the wins increase exponentially over time. Lock and load, action heroes!\"]})]})},{index:10,id:\"dgn1dW_0T\",[r]:\"Data-Driven Design: Dare to Wield the Sword of Data \u2013 Part I\",[s]:\"data-driven-design-dare-to-wield-the-sword-of-data-part-i\",[l]:\"2012-12-04T00:00:00.000Z\",[h]:c({src:\"https://framerusercontent.com/images/4aRu3xH6qvLyl7X2COmWi9m48SQ.jpg\"},\"\"),[d]:/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[\"At times, creative and data are seen as being at odds. Some designers view data as a potential barrier to their creativity and feel their designs shouldn\u2019t be judged solely by data. Three years ago a flashpoint in the \u201Cdesign vs. data\u201D debate happened when the top visual designer at Google, Douglas Bowman, left the company after being frustrated with its \",/*#__PURE__*/e(n,{href:\"http://stopdesign.com/archive/2009/03/20/goodbye-google.html\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"oppressive, data-driven approach\"})}),\". On his personal blog, he shared his perception that data eventually had become \u201Ca crutch for every decision, paralyzing the company and preventing it from making any daring design decisions . . . I won\u2019t miss a design philosophy that lives or dies strictly by the sword of data.\u201D\"]}),/*#__PURE__*/t(\"p\",{children:[\"It was interesting to see the reaction in the design community to the whole data-driven design debate. As designers Lukas Mathis and Tom Chi noted, a \",/*#__PURE__*/e(\"strong\",{children:\"key difference between art and design is constraints\"}),\". Whereas artists have relative freedom to do what they want, designers must create a solution that works within certain parameters. An unknown source stated, \u201CDesign is the art of gradually applying constraints until only one solution remains.\u201D There\u2019s a false notion that data kills creativity. I believe \",/*#__PURE__*/e(\"strong\",{children:\"creativity actually flourishes with restrictions\"}),\". One of these key constraints is the performance of your design. For example, does your design help more people to accomplish their online tasks? Does it drive more online conversions for your business? If the effectiveness of your design matters, then measurement and data are essential.\"]}),/*#__PURE__*/t(\"h4\",{children:[\"Design is not just what it looks like and feels like. Design is how it works.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"strong\",{children:\"Steve Jobs, Co-founder of Apple\"})]}),/*#__PURE__*/t(\"p\",{children:[\"Author and designer Luke Stevens blamed Google\u2019s broken decision-making culture for Bowman\u2019s challenges and disagreed with Bowman\u2019s position. He felt \",/*#__PURE__*/e(\"strong\",{children:\"web design\"}),\" \",/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"should\"})}),/*#__PURE__*/e(\"strong\",{children:\" live or die by the sword of data\"}),\", and that designers shouldn\u2019t view the data as some abstract thing but \u201Ca person like you or me trying to do something, and succeeding or failing.\u201D He went on to say, \u201CFor perhaps the first time in history we can accurately measure all interactions with a piece of design. If it can be measured, it can be improved. And each of those improvements represents helping someone do something a little more successfully.\u201D If more web designers fully appreciated what online data represented (i.e., attributes, interests, and behaviors of real people), then I reckon more would to seek to wield the sword of data in their craft.\"]}),/*#__PURE__*/e(\"h1\",{children:\"Different Degrees of Data Adoption\"}),/*#__PURE__*/t(\"p\",{children:[\"Some people might take the position that you just need a healthy balance between using your intuition/gut and focusing on data. \",/*#__PURE__*/e(\"strong\",{children:\"It\u2019s wrong to think of intuition and data usage as being on opposite ends of some continuum\"}),\", and it\u2019s all about finding equilibrium between the two points. It\u2019s more about understanding how attuned your intuition is to what really works. Sometimes you\u2019re not going to have data to lean on. In those cases you\u2019ll need trust your experience and instincts to put the best foot forward and then re-calibrate as needed once you have data. While I do think there are different levels of data adoption, it\u2019s definitely not about finding the middle ground between intuition and data.\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,QdcqeM7NHd8rpcFCNuj499j8akU.png\",\"data-framer-height\":\"159\",\"data-framer-width\":\"490\",height:\"79\",src:\"https://framerusercontent.com/images/QdcqeM7NHd8rpcFCNuj499j8akU.png\",style:{aspectRatio:\"490 / 159\"},width:\"245\"}),/*#__PURE__*/t(\"p\",{children:[\"I\u2019ve found that the term \u201Cdata-driven\u201D is a loaded term for some people, and I don\u2019t want semantics to stand in the way of changing opinions and behaviors in this area. By data-driven I mean \",/*#__PURE__*/e(\"strong\",{children:\"data is being actively consulted for information and insights that can shape and inform a design.\"}),\" Some people prefer using \u201Cdata-informed,\u201D but I believe it really represents a weaker, more passive stance on data. On the surface, data-informed and data-driven individuals act the same way when the data supports their intuition. However, what happens when the data goes against your intuition? That\u2019s where the two approaches diverge.\"]}),/*#__PURE__*/t(\"p\",{children:[\"If you\u2019re data-informed, you\u2019ll always side with your intuition over whatever the data tells you. You\u2019ll only use the data if it\u2019s useful in advancing your position or supporting your decision. If it strays from your intuition, then it is no longer useful and discarded. However, if you\u2019re data-driven, you\u2019re more likely to trust the data even when your intuition disagrees. You view these situations as an \",/*#__PURE__*/e(\"strong\",{children:\"opportunity to calibrate your intuition and learn\"}),\". Some people misinterpret data-driven as \u201Cdata-controlled\u201D where humans lose all control of decision making. Intuition and data should operate as checks and balances. I also believe you can be data-driven and still decide to follow your intuition from time to time. However, in these intuition-over-data situations, you\u2019re fully aware of the potential consequences and prepared to closely monitor the results of your design decision and re-calibrate as needed.\"]}),/*#__PURE__*/t(\"p\",{children:[\"There\u2019s another key mindset difference between data-informed and data-driven. If you\u2019re data-informed then you view data as nice to know; whereas, if you\u2019re data-driven, you \",/*#__PURE__*/e(\"strong\",{children:\"view data as need to know\"}),\"\u2014it\u2019s essential to your role. It\u2019s a subtle but important difference. In addition, being data-driven requires effort. A great deal of discipline and diligence goes into seeking out data throughout the design process. It really bothers you when you don\u2019t have the data you need. If you don\u2019t like the term \u201Cdata-driven,\u201D you might prefer Joshua Porter\u2019s concept of \",/*#__PURE__*/e(n,{href:\"http://bokardo.com/talks/metrics-driven-design/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"metrics-driven design\"})}),\". Regardless of your semantic preference, consider how using data in your web design can have a positive effect on you, your organization/client, and its online visitors.\"]}),/*#__PURE__*/e(\"h1\",{children:\"Qualitative and Quantitative Data\"}),/*#__PURE__*/t(\"p\",{children:[\"If you\u2019re interested in data-driven web design, there are two main types of data at your disposal: qualitative and quantitative data. \",/*#__PURE__*/e(\"strong\",{children:\"Qualitative data focuses on people\u2019s expressions of their opinions, feelings, and behaviors\"}),\". When analyzing qualitative data, you\u2019re interpreting the meaning of the words that were shared. Common forms of qualitative data include usability testing, focus groups, and open-ended feedback from online surveys. In contrast, \",/*#__PURE__*/e(\"strong\",{children:\"quantitative data focuses on numbers or statistics\"}),\" that are collected through web analytics, A/B testing, or customer satisfaction scores. Many web designers are more comfortable with qualitative data than they are with quantitative data. This needs to change, especially if you\u2019re using neither type.\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,cb7ANwAWQVhPGEEULQ1kez7ck.jpeg\",\"data-framer-height\":\"278\",\"data-framer-width\":\"490\",height:\"139\",src:\"https://framerusercontent.com/images/cb7ANwAWQVhPGEEULQ1kez7ck.jpeg\",style:{aspectRatio:\"490 / 278\"},width:\"245\"}),/*#__PURE__*/t(\"p\",{children:[\"Each form of data has inherent advantages and disadvantages. Qualitative data can answer the elusive \u201Cwhy\u201D and provide valuable context. Quantitative data helps to clarify who, what, when, where, and how. On the negative side, qualitative data is highly subjective and limited in scope to small samples (e.g., three people in the focus group said they hate the blue color so we can\u2019t do it in blue). Quantitative data lacks contextual detail (e.g., I know most visitors are abandoning on a specific step in the process, but I don\u2019t know why). Whenever possible it\u2019s beneficial to \",/*#__PURE__*/e(\"strong\",{children:\"leverage both data types as they can complement each other\"}),\". For digital initiatives, which are highly measurable, you can access \",/*#__PURE__*/e(\"strong\",{children:\"rich levels of quantitative data\"}),\" that can shape and inform your designs. If you\u2019re only using qualitative data, you\u2019re missing out on the vast majority of the available insights that can be gleaned from online data.\"]}),/*#__PURE__*/e(\"p\",{children:\"Here are some examples of the types of quantitative data and reports you can leverage in your web design:\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Referral sources:\"}),\" Where are your visitors coming from? How are they finding the website?\",/*#__PURE__*/e(\"br\",{}),\"\u2013 Referral domain or URL\",/*#__PURE__*/e(\"br\",{}),\"\u2013 Marketing campaign or channel\",/*#__PURE__*/e(\"br\",{}),\"\u2013 Search keywords\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Experience parameters:\"}),\" How are they experiencing the site?\",/*#__PURE__*/e(\"br\",{}),\"\u2013 Device type\",/*#__PURE__*/e(\"br\",{}),\"\u2013 Browser type\",/*#__PURE__*/e(\"br\",{}),\"\u2013 Screen resolution\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Content popularity:\"}),\" What content are they interested in? What are they looking for?\",/*#__PURE__*/e(\"br\",{}),\"\u2013 Articles\",/*#__PURE__*/e(\"br\",{}),\"\u2013 Videos\",/*#__PURE__*/e(\"br\",{}),\"\u2013 Downloads\",/*#__PURE__*/e(\"br\",{}),\"\u2013 Site sections\",/*#__PURE__*/e(\"br\",{}),\"\u2013 Internal search terms\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Engagement:\"}),\" How compelling or engaging is your site?\",/*#__PURE__*/e(\"br\",{}),\"\u2013 New / Return visitors\",/*#__PURE__*/e(\"br\",{}),\"\u2013 Return frequency\",/*#__PURE__*/e(\"br\",{}),\"\u2013 Landing page bounce rates\",/*#__PURE__*/e(\"br\",{}),\"\u2013 Time spent on site or time spent on specific pages\",/*#__PURE__*/e(\"br\",{}),\"\u2013 Page views per visit\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Task completion: \"}),\"What are they able to accomplish? Where are they running into problems?\",/*#__PURE__*/e(\"br\",{}),\"\u2013 Goal / Conversion funnels\",/*#__PURE__*/e(\"br\",{}),\"\u2013 Key navigation flows / Page pathing\",/*#__PURE__*/e(\"br\",{}),\"\u2013 Page heatmaps\",/*#__PURE__*/e(\"br\",{}),\"\u2013 Attrition or exit points\",/*#__PURE__*/e(\"br\",{}),\"\u2013 Page load performance\",/*#__PURE__*/e(\"br\",{}),\"\u2013 Micro-conversions (downloads, trials, demo views, product views, etc.)\",/*#__PURE__*/e(\"br\",{}),\"\u2013 Macro-conversions (orders, leads, subscriptions, applications, etc.)\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Overall success:\"}),\" How successful is the site, app, or campaign?\",/*#__PURE__*/e(\"br\",{}),\"\u2013 Revenue\",/*#__PURE__*/e(\"br\",{}),\"\u2013 Macro-conversions (see above)\",/*#__PURE__*/e(\"br\",{}),\"\u2013 Conversion rates on key macro-conversions\",/*#__PURE__*/e(\"br\",{}),\"\u2013 Marketing costs, ad spend, etc.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Customer satisfaction: \"}),\"How happy are your customers with your company? How satisfied are they with your website?\",/*#__PURE__*/e(\"br\",{}),\"\u2013 Net promoter scores\",/*#__PURE__*/e(\"br\",{}),\"\u2013 Customer satisfaction scores\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Optimization: \"}),\"What influences or contributes to online success?\",/*#__PURE__*/e(\"br\",{}),\"\u2013 A/B testing\",/*#__PURE__*/e(\"br\",{}),\"\u2013 Multivariate testing\"]}),/*#__PURE__*/e(\"p\",{children:\"With the help of this data, you have an enriched understanding of your target audience and how they\u2019re interacting with your designs.\"}),/*#__PURE__*/e(\"h1\",{children:\"Data is a two-edged sword\"}),/*#__PURE__*/e(\"p\",{children:\"You can be a victim of the sword of data, or you can wield it to your advantage. Data is a two-edged sword that can both challenge and empower you as a designer.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,VvhpPuFqovdRA3v6mTkoyMyTEB8.jpeg\",\"data-framer-height\":\"322\",\"data-framer-width\":\"490\",height:\"161\",src:\"https://framerusercontent.com/images/VvhpPuFqovdRA3v6mTkoyMyTEB8.jpeg\",style:{aspectRatio:\"490 / 322\"},width:\"245\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"One side of the data sword\"}),\" \",/*#__PURE__*/e(\"strong\",{children:\"challenges\"}),\" \",/*#__PURE__*/e(\"strong\",{children:\"designers\"}),\". Data sets a higher standard for web design\u2014one that is objective and not open to interpretation. It holds web designers more accountable for the effectiveness of their designs, which may make some uncomfortable. Data will present challenges that will require you to solve unexpected problems and iterate on your designs. As organizations become increasingly data-driven and place more emphasis on success metrics, you can choose to ignore the data\u2014but no longer without consequences. Just as companies are evolving in their use of data, web designers must adapt and embrace data to increase the efficacy of their designs.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"The other edge of the data sword\"}),\" \",/*#__PURE__*/e(\"strong\",{children:\"empowers designers\"}),\". With greater insight into your visitors and their unique behaviors, you are better equipped to design for their needs. If you are designing without data or fail to understand the results of your designs, you\u2019re also passing up the opportunity to learn and improve. Data will validate or invalidate your assumptions, and it can refine and sharpen your design approach over time. In addition, the metrics can be a common language between web designers and business groups. Armed with data, designers can better defend their creative decisions and elevate the focus away from dueling opinions of the business users, executives, and the creative team. It can speed up decision making and gain buy-in from key stakeholders by adding a sense of urgency (e.g., this problem is costing us $$$ each day we wait). Data can also generate more visibility for the impact your design work is having on your organization.\"]}),/*#__PURE__*/e(\"p\",{children:\"There\u2019s a difference between holding a sword and wielding it. You can grasp the sword of data awkwardly and not use it effectively. Alternatively, you can wield it with skill and ease in your web design. Just like with real swords, you\u2019re not going to master the sword of data without practice so don\u2019t become frustrated in the beginning. With time you can learn to master its power in your design efforts.\"}),/*#__PURE__*/t(\"p\",{children:[\"In my \",/*#__PURE__*/e(n,{href:\"http://www.analyticshero.com/2012/12/19/data-driven-design-dare-to-wield-the-sword-of-data-part-ii/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"next post\"})}),\", I\u2019ll share how data can be integrated into web design processes to make it more data-driven.\"]}),/*#__PURE__*/e(\"p\",{children:\"\u200D\"})]})},{index:11,id:\"IgjqAf_6Y\",[r]:\"Data-Driven Design: Dare to Wield the Sword of Data \u2013 Part II\",[s]:\"data-driven-design-dare-to-wield-the-sword-of-data-part-ii\",[l]:\"2012-12-19T00:00:00.000Z\",[h]:c({src:\"https://framerusercontent.com/images/4SeHH870VtBUEgMYBwSDCgK5Q.jpeg\"},\"\"),[d]:/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[\"In my \",/*#__PURE__*/e(n,{href:\"http://www.analyticshero.com/2012/12/04/data-driven-design-dare-to-wield-the-sword-of-data-part-i/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"previous article\"})}),\", I talked about how web design can benefit from data, and now I\u2019d like to recommend some ways in which data can be better fused with the creative process.\"]}),/*#__PURE__*/e(\"p\",{children:\"Although recent studies have debunked the myth of left- and right-brained dominance, the analogy still resonates with many people. Even if you feel as though you\u2019re hardwired one way, in order to be successful you increasingly need to use both sides of your brain. However, for many quants and creatives it can be intimidating to venture outside of their normal comfort zone. I\u2019ve found that having a process or guide can be helpful if you\u2019re entering unfamiliar territory. Before I explore how data can play a more prominent role, let\u2019s evaluate the standard web design process.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,4SeHH870VtBUEgMYBwSDCgK5Q.jpeg\",\"data-framer-height\":\"251\",\"data-framer-width\":\"490\",height:\"125\",src:\"https://framerusercontent.com/images/4SeHH870VtBUEgMYBwSDCgK5Q.jpeg\",style:{aspectRatio:\"490 / 251\"},width:\"245\"}),/*#__PURE__*/e(\"p\",{children:\"As I prepared to write this blog post, I researched a number of web design processes from different interactive agencies. Most of the web design processes could be summarized as having four main steps:\"}),/*#__PURE__*/t(\"p\",{children:[\"1. Plan (Strategy/Vision)\",/*#__PURE__*/e(\"br\",{}),\"2. Design\",/*#__PURE__*/e(\"br\",{}),\"3. Develop\",/*#__PURE__*/e(\"br\",{}),\"4. Deploy (Launch/Deliver)\"]}),/*#__PURE__*/e(\"p\",{children:\"Having worked for a leading interactive agency more than ten years ago (Blast Radius), the overall process hasn\u2019t changed much in that time. Conversely, web analytics (or digital analytics as we now like to call it) has evolved significantly from the basic, traffic-focused WebTrends and Urchin reports that I used as a marketer back in 1999-2001. Today advanced digital analytics tools from Adobe, Google, IBM, and others provide deeper, more actionable insights into digital performance.\"}),/*#__PURE__*/t(\"p\",{children:[\"Despite this change in the availability and business value of online data, \",/*#__PURE__*/e(\"strong\",{children:\"data was rarely cited in the web design processes\"}),\" I found. Some of the processes mentioned upfront research consisting of user testing or competitive research in the Plan stage, but there was no talk of focusing on key online metrics or evaluating past performance with web analytics. In addition, the last step of the web design process (Deploy) never mentioned A/B and multivariate testing or even evaluating the results of the new site for possible enhancements.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"If web design is one of the most measurable forms of design, why aren\u2019t more web designers using data in their design approach?\"}),\" There are probably lots of excuses\u2014not enough time, no access to web analytics or testing tools, clients aren\u2019t asking for it\u2014but I believe it\u2019s long overdue for more data to be used in the web design process. In fact, Rob Randolph, Marketing Director at Cuker Interactive, felt that digital agencies where design is not increasingly informed by data are doomed to become dinosaurs, and he stated \u201Cby combining truly inspired creativity with business intelligence, you stand to win more often than you lose.\u201D\"]}),/*#__PURE__*/e(\"p\",{children:\"Today, web designers have a wide array of analytics and optimization tools at their disposal. You have enterprise solutions from Adobe (SiteCatalyst, Discover, Insight, Test&Target), the ubiquitous Google Analytics, open-source options (Piwik, Open Web Analytics), and a ton of other unique point solutions (Crazy Egg, Clicktale, Mixpanel, Tealeaf, Optimizely). Let\u2019s see how you can put them to better use in your web design efforts.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,xknnP18efJwNXeamXE1SyM6s5IY.png\",\"data-framer-height\":\"268\",\"data-framer-width\":\"490\",height:\"134\",src:\"https://framerusercontent.com/images/xknnP18efJwNXeamXE1SyM6s5IY.png\",style:{aspectRatio:\"490 / 268\"},width:\"245\"}),/*#__PURE__*/e(\"h1\",{children:\"Rethinking the Web Design Process\"}),/*#__PURE__*/t(\"p\",{children:[\"If we deconstruct the standard web design process, we can see how data can be injected into the process to drive more success. I\u2019ve identified \",/*#__PURE__*/e(\"strong\",{children:\"six different ways\"}),\" \",/*#__PURE__*/e(\"strong\",{children:\"in which data can and should be used within the web design process\"}),\". The gray areas represent basic steps that need to be a part of every data-driven design. The blue areas are equally important steps that will scale in terms of the level of effort with the size, scope, and cost of the project. For example, for a simple display ad project might not need extensive insight gathering or A/B testing; whereas a major site redesign should include all of the data-related steps.\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,d3ddSXK6QEA4k29a6hYkFjZuCCE.jpeg\",\"data-framer-height\":\"233\",\"data-framer-width\":\"490\",height:\"116\",src:\"https://framerusercontent.com/images/d3ddSXK6QEA4k29a6hYkFjZuCCE.jpeg\",style:{aspectRatio:\"490 / 233\"},width:\"245\"}),/*#__PURE__*/e(\"h3\",{children:\"A. Insight Gathering\"}),/*#__PURE__*/t(\"p\",{children:[\"In most cases during the planning stage, you have access to all kinds of useful information collected in your web analytics tools. Rather than blindly forming a theory of what\u2019s happening on the site based on different opinions, you can \",/*#__PURE__*/e(\"strong\",{children:\"evaluate actual visitor behaviors\"}),\" and understand what\u2019s really happening. Too often digital agencies tear down a website and re-design it without clearly understanding from the data what was and wasn\u2019t working. Without data you could actually waste time trying to fix things that aren\u2019t even broken (before you started).\"]}),/*#__PURE__*/t(\"p\",{children:[\"Data can also help you better understand who you\u2019re designing for. Rather than building a persona based on different assumptions, you can \",/*#__PURE__*/e(\"strong\",{children:\"use the data to inform your personas\"}),\" in terms of what devices or browsers they use, where they are located, how they find your site, what content they consume, etc. Insights from the data can shed valuable light on your design project, and ultimately help refine your creative approach.\"]}),/*#__PURE__*/e(\"h3\",{children:\"B. Clarify Goals & Metrics\"}),/*#__PURE__*/t(\"p\",{children:[\"When the desired outcome or goals of a design project are not clear, it is difficult to design for success. If you know what the business goals are, you can focus your design efforts accordingly. It\u2019s better to \",/*#__PURE__*/e(\"strong\",{children:\"demand clarity in the planning stage\"}),\" as it will help your design to hit the mark. Business objectives by themselves can be open to interpretation so tying them to \",/*#__PURE__*/e(\"strong\",{children:\"specific metrics and targets can help to solidify what needs to be accomplished\"}),\". The additional clarity and commitment that comes from agreeing upon the success metrics upfront will give your design a greater chance of success in the end.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Don\u2019t fall into the trap of assuming what the key metrics will be\"}),\" without confirming what the business goals are. In many cases, if you don\u2019t properly identify the right metrics upfront, it will be impossible to back into the numbers after the fact. What wasn\u2019t tracked or measured is lost forever, which is challenging if you\u2019re trying to understand how your design performed.\"]}),/*#__PURE__*/e(\"h3\",{children:\"C. Deploy Analytics Tags\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,JPt7OCxvnPZyHHGvHwMXRCsV4.png\",\"data-framer-height\":\"336\",\"data-framer-width\":\"245\",height:\"168\",src:\"https://framerusercontent.com/images/JPt7OCxvnPZyHHGvHwMXRCsV4.png\",style:{aspectRatio:\"245 / 336\"},width:\"122\"}),/*#__PURE__*/t(\"p\",{children:[\"In order to measure the success of any web project, you need to have the right tracking in place. It sounds obvious but \",/*#__PURE__*/e(\"strong\",{children:\"too often this step is overlooked, rushed, or trivialized\"}),\", which results in missing or poor data. If you want to get meaningful insights out of your web analytics reports, it\u2019s in your best interest to make sure someone has put some thought into the data collection and validated that it has been done correctly.\"]}),/*#__PURE__*/e(\"p\",{children:\"As an digital analyst, it can be painful to watch an expensive campaign or website launch when you know there\u2019s inadequate or no data flowing in from it. If you\u2019re not as geeky about data as me, it\u2019s like not having a camera available for your kid\u2019s first steps or when you bump into your favorite movie star or athlete. It represents an opportunity missed that can never be reclaimed.\"}),/*#__PURE__*/t(\"p\",{children:[\"In addition, if you\u2019re just placing a basic tag with no customization, you\u2019re passing up lots of valuable insights. Investing 20% more time in analytics tagging (we\u2019re shooting for \u201Cample\u201D \",/*#__PURE__*/e(n,{href:\"http://www.analyticshero.com/2012/06/05/web-analytics-moving-from-setupland-to-actionland/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"not \u201Cexcessive\u201D tagging\"})}),\") could easily translate into 80% more value out of your digital data. While some data is often better than no data (unless it\u2019s \",/*#__PURE__*/e(n,{href:\"http://www.analyticshero.com/2012/09/19/the-two-guiding-principles-for-data-quality-in-digital-analytics/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"bad data\"})}),\"), I\u2019ve found the data that has been tailored to your specific business needs will be far more relevant and useful than many of the default metrics and reports in your analytics tool.\"]}),/*#__PURE__*/t(\"p\",{children:[\"Ideally, this step of setting up and validating the analytics tagging \",/*#__PURE__*/e(\"strong\",{children:\"should be baked into your web development process\"}),\" so that there\u2019s ample time and attention to do it right the first time. In addition, your web infrastructure should streamline, not complicate, this step. If you\u2019re constantly battling an outdated content management system, your company will need to address this problem. Your web infrastructure can\u2019t be an excuse for inadequate tagging and subpar insights.\"]}),/*#__PURE__*/e(\"h3\",{children:\"D. A/B or Multivariate Testing\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,FXLG3V8hXw7ZIQ3oOrf3rPOI.png\",\"data-framer-height\":\"283\",\"data-framer-width\":\"245\",height:\"141\",src:\"https://framerusercontent.com/images/FXLG3V8hXw7ZIQ3oOrf3rPOI.png\",style:{aspectRatio:\"245 / 283\"},width:\"122\"}),/*#__PURE__*/t(\"p\",{children:[\"While web analytics can provide you with some useful insights for your design, nothing beats causal data where testing reveals what performs and what doesn\u2019t. Designers who embrace optimization are often shocked at what creative works or doesn\u2019t work when it is tested on actual users. Through testing you can better understand what influences the desired outcome, enabling you to \",/*#__PURE__*/e(\"strong\",{children:\"hone your design before it is pushed to all of your online visitors\"}),\". You also have the opportunity to \",/*#__PURE__*/e(\"strong\",{children:\"test multiple creative variations\"}),\" \",/*#__PURE__*/e(\"strong\",{children:\"rather than settling for just one design idea or approach\"}),\". You might be disappointed when users don\u2019t respond to a particular design, but you\u2019ll learn more about their preferences as you continue to explore who they are and what they want.\"]}),/*#__PURE__*/e(\"p\",{children:\"At Adobe, the designers participate in monthly sessions where they review what performed and what didn\u2019t in their testing campaigns. The web design team looks forward to those meetings, and the attendance has grown to more than 30 people. Senior Art Director, Ben Child, commented that it\u2019s always interesting and surprising to see what performs for different audiences. As an example, they found that digital marketers respond to very different creative than what is used for design professionals.\"}),/*#__PURE__*/e(\"h3\",{children:\"E. Post-Launch Results\"}),/*#__PURE__*/t(\"p\",{children:[\"Rather than rolling onto the next design project without looking back, it\u2019s in your best interest to understand if your design worked or not. In the fast-paced world of web design, \",/*#__PURE__*/e(\"strong\",{children:\"not enough time is reserved for reflection and examination\"}),\". If you had clear business objectives and captured the right metrics, it should be apparent how your design performed. The post-launch results \",/*#__PURE__*/e(\"strong\",{children:\"form a baseline and provide valuable feedback on your design\"}),\". If you check your ego and have an open mind, you\u2019ll learn a lot from the insights hidden within your analytics data. They not only give you an opportunity to quickly respond to user experience issues, but the insights may inspire new directions in the future.\"]}),/*#__PURE__*/e(\"p\",{children:\"I\u2019d recommend monitoring the key metrics after the launch and having a post-mortem review after the dust has settled and visitors are accustomed to the new experience (2-4 weeks). If you don\u2019t have an analyst who can help with the analysis, don\u2019t hesitate to learn how to use the web analytics tools so you can obtain the insights you need. In most cases, you don\u2019t need an advanced degree in statistics to use these tools, just curiosity and a desire to learn.\"}),/*#__PURE__*/e(\"h3\",{children:\"F. Ongoing Optimization\"}),/*#__PURE__*/t(\"p\",{children:[\"They say design is never done. Even when a good design improves an online process or provides a better user experience, there is \",/*#__PURE__*/e(\"strong\",{children:\"always room for iteration and improvement\"}),\". In fact, a series of small improvements may eventually translate into a significant enhancement for your business over time.\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,8vvzmRy8hITauBsNEcTT7LzOGg.png\",\"data-framer-height\":\"180\",\"data-framer-width\":\"245\",height:\"90\",src:\"https://framerusercontent.com/images/8vvzmRy8hITauBsNEcTT7LzOGg.png\",style:{aspectRatio:\"245 / 180\"},width:\"122\"}),/*#__PURE__*/t(\"p\",{children:[\"One of the criticisms of testing or optimization is that you can fall into the trap of optimizing to a \",/*#__PURE__*/e(n,{href:\"http://52weeksofux.com/post/694598769/the-local-maximum\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"local maximum\"})}),\", focusing on only small enhancements and never making any daring design decisions. While it might be easy to blame data for standing in the way of bold design ideas, it is misplaced. The \",/*#__PURE__*/e(\"strong\",{children:\"internal sacred cows, conventions, accepted practices, and heuristics at your company are actually what impede design innovation\"}),\". These implied constraints put the data and testing in a box that drives them toward the only place they can go\u2014a local maximum.\"]}),/*#__PURE__*/t(\"p\",{children:[\"Whenever you challenge a perceived internal constraint or rule of thumb (e.g., \u201Cour home page always needs a rotating hero banner\u201D, \u201Cour navigation menu has to be horizontal\u201D, \u201Conly certain products can be featured on landing pages\u201D), you remove the barriers to both your creativity and what can be improved. If the business goal is to increase a specific metric, then \",/*#__PURE__*/e(\"strong\",{children:\"everything should be on the table (no untouchables) or you must accept a local maximum\"}),\". If you believe in continual improvement of your design, then data is a valuable contributor to ensuring your design is both daring and successful.\"]}),/*#__PURE__*/t(\"h4\",{children:[\"If it doesn\u2019t sell, it isn\u2019t creative.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"strong\",{children:\"David Ogilvy, Advertising Executive\"}),/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:/*#__PURE__*/e(\"br\",{})})})]}),/*#__PURE__*/t(\"p\",{children:[\"Beautiful design and elegant code are wonderful. Good job, you get a gold star\u2014maybe even a \",/*#__PURE__*/e(n,{href:\"http://www.webbyawards.com/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Webby\"})}),\" or \",/*#__PURE__*/e(n,{href:\"http://www.clioawards.com/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"CLIO\"})}),\" award. However, a more effective user experience that drives significantly higher online sales (leads, subscriptions, engagement, etc.) is really what makes a design shine. I agree with Ogilvy that creative that drives positive results is what really matters. You\u2019re only going to know if your design worked with data, and optimization can help your design to reach its full potential. Don\u2019t fear the sword of data, master its insights to your advantage.\"]}),/*#__PURE__*/e(\"p\",{children:\"\u200D\"})]})},{index:12,id:\"D4XTGzUBT\",[r]:\"Digital Analysts: Three Tips for Leading Data-Driven Change\",[s]:\"digital-analysts-three-tips-for-leading-data-driven-change\",[l]:\"2013-06-12T00:00:00.000Z\",[h]:c({src:\"https://framerusercontent.com/images/T2TgtIxbgyQWaj1r4g7p4W9Ybk.png\"},\"\"),[d]:/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[\"Like it or not \",/*#__PURE__*/e(\"strong\",{children:\"you are a change agent\"}),\" if you work in the field of analytics. If you think about the role of an analytics professional, change should be a natural consequence of your work. \",/*#__PURE__*/e(\"em\",{children:\"Focus less on that, and concentrate more on this. Stop doing that, and do more of this. Spend less there, and invest more here.\"}),\" In fact, your insights into the business\u2019s inner workings and its performance put you in a privileged position to alter its trajectory for the better.\"]}),/*#__PURE__*/t(\"p\",{children:[\"Unfortunately, \",/*#__PURE__*/e(\"strong\",{children:\"insights don\u2019t always translate into action\"}),\". Analysts often don\u2019t have as much impact on their organizations as they could have. One of the key problems is \",/*#__PURE__*/e(\"strong\",{children:\"people don\u2019t like change\"}),\"\u2014individuals, teams, and organizations all resist change. When each analysis recommendation requires some form of change\u2014small or large\u2014resistance can be a major problem for analysts. If you feel as though it isn\u2019t your problem when people fail to act on your brilliant analyses, you\u2019re in denial. Your analysis journey is incomplete and unfulfilled without action.\"]}),/*#__PURE__*/e(\"p\",{children:\"If you diagnose what\u2019s going on in these situations, you\u2019ll discover a number of reasons why meaningful insights go nowhere, good ideas are shot down, and solid recommendations aren\u2019t adopted. Here are some of the factors that might be impeding change at your organization:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Missing skills.\"}),\" The change might require new skills, processes, or tools that individuals or teams don\u2019t currently possess.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Loss of status.\"}),\" It might entail a loss of control, budget, or resources, which may reduce a manager\u2019s power or authority.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Fear of unknown.\"}),\" Individuals and teams may be hesitant to embrace an unfamiliar approach or unknown environment where their past experience and historical data is no longer relevant.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Extra work.\"}),\" It might lead to more work or unwanted responsibilities for particular individuals or teams.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Ego hit.\"}),\" Going in a new direction might make past decisions or investments look bad or wrong, putting people in a defensive position to protect their reputation and past actions.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Lack of trust.\"}),\" People may not believe or trust the data supporting the change and as a result it doesn\u2019t trump their own intuition or data for maintaining the status quo.\"]})})]}),/*#__PURE__*/t(\"p\",{children:[\"While there are different reasons for resisting change, they all point to avoiding different forms of potential pain. Interestingly, most people will claim they want to improve things, which inherently means a change for the better needs to occur. \",/*#__PURE__*/e(\"strong\",{children:\"Organizations wouldn\u2019t invest in analytics if the status quo is fine.\"}),\" No matter how exceptional your company, department, or team is there\u2019s usually always room for improvement. Then why is acting on insights such a struggle for most companies? I think writer Sydney J. Harris was on to something when he made the following observation:\"]}),/*#__PURE__*/t(\"p\",{children:[\"Our dilemma is that we hate change and love it at the same time; what we really want is for things to remain the same but get better.\",/*#__PURE__*/e(\"br\",{}),\"Sydney J. Harris, American Journalist\"]}),/*#__PURE__*/t(\"p\",{children:[\"Most people would love to avoid changing anything they do and magically improve results. Personally, I\u2019d love to lose 15-20 pounds without lifting a finger, but I know I\u2019ll need to change both my diet and exercise regime to achieve this outcome. Even though I might want to reduce my weight and realize it will take some effort to achieve, I still might \",/*#__PURE__*/e(\"em\",{children:\"lack the required motivation to change\"}),\". I need a compelling reason to make the necessary changes and overcome the inevitable pain (pangs for chocolate).\"]}),/*#__PURE__*/t(\"p\",{children:[\"So how do you overcome this resistance, especially if it\u2019s shaped by an internal culture that isn\u2019t necessarily data-driven? Ideally, you have an \",/*#__PURE__*/e(n,{href:\"https://www.forbes.com/sites/brentdykes/2016/08/24/data-driven-success-rests-on-the-shoulders-of-a-strong-executive-sponsor/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"executive sponsor\"})}),\" who has your back. However, if that\u2019s not the case (and your job title doesn\u2019t begin with \u201Cchief\u201D or \u201Cvice\u201D), you won\u2019t be able to use top-down power or authority to push change. Most analytics professionals will fall into the small \u201CL\u201D category of leadership. Therefore, you have to lead in other ways. Here are three suggestions for how you can more effectively steer your organization from your analyst cubicle:\"]}),/*#__PURE__*/e(\"h1\",{children:\"1. Create a sense of urgency\"}),/*#__PURE__*/t(\"p\",{children:[\"If you\u2019re familiar with Kotter\u2019s \",/*#__PURE__*/e(n,{href:\"http://www.kotterinternational.com/our-principles/changesteps/changesteps\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"eight-step process for leading change\"})}),\", the first step falls squarely into your wheelhouse\u2014\",/*#__PURE__*/e(\"em\",{children:\"create a sense of urgency\"}),\". Even though you\u2019re not a senior executive, the one thing you should be able to \",/*#__PURE__*/e(n,{href:\"http://www.analyticshero.com/2012/12/04/data-driven-design-dare-to-wield-the-sword-of-data-part-i/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"wield like no one else is data\"})}),\". If you use the data to craft a compelling reason for your stakeholders to act, you\u2019ll be able to influence more change.\"]}),/*#__PURE__*/t(\"p\",{children:[\"Knowing that change can be painful, you need to understand what might hold teams back from acting on your recommendations. They often won\u2019t change until the \",/*#__PURE__*/e(\"em\",{children:\"pain of not changing\"}),\" exceeds the \",/*#__PURE__*/e(\"em\",{children:\"pain of changing\"}),\". Alternatively, the \",/*#__PURE__*/e(\"em\",{children:\"pleasure (benefit) from changing\"}),\" needs to significantly offset the \",/*#__PURE__*/e(\"em\",{children:\"pain (cost) of changing\"}),\". Without establishing a greater sense of urgency such as identifying a significant gap, stakeholders won\u2019t be motivated to act on your insights.\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,Usb9YCbfgez9lGv5OnmynjLFnCY.png\",\"data-framer-height\":\"360\",\"data-framer-width\":\"450\",height:\"180\",src:\"https://framerusercontent.com/images/Usb9YCbfgez9lGv5OnmynjLFnCY.png\",style:{aspectRatio:\"450 / 360\"},width:\"225\"}),/*#__PURE__*/e(\"p\",{children:\"Think of the arrows as \u201Cgreater than\u201D signs. For example, to drive change the pain or perceived pain of not changing needs to exceed the pain of changing.\"}),/*#__PURE__*/t(\"p\",{children:[\"One effective tactic for generating urgency is through \",/*#__PURE__*/e(\"strong\",{children:\"monetizing the potential outcome\"}),\" of your recommendations. Once you affix a dollar figure to solving a problem or seizing an opportunity, it\u2019s amazing how it grabs attention and increases the likelihood of action. Not everything can be monetized, but don\u2019t give up before you\u2019ve even tried. In a future blog post, I\u2019ll share some different tips for monetizing your analysis findings.\"]}),/*#__PURE__*/e(\"h1\",{children:\"2. Blame the environment, not the people\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,NIa4dfOMfee7ict7lVEUoJ250sg.png\",\"data-framer-height\":\"333\",\"data-framer-width\":\"300\",height:\"166\",src:\"https://framerusercontent.com/images/NIa4dfOMfee7ict7lVEUoJ250sg.png\",style:{aspectRatio:\"300 / 333\"},width:\"150\"}),/*#__PURE__*/t(\"p\",{children:[\"One of our human tendencies is to blame people for their actions (or inaction) instead of their situation. You might see people outwardly resist change but not fully understand what\u2019s influencing or shaping their attitudes and behaviors. Their environment might actually be what\u2019s preventing them from changing. If you sense environmental factors may be making people resistant to change, evaluate how you can make \",/*#__PURE__*/e(\"strong\",{children:\"change easier\"}),\" and \",/*#__PURE__*/e(\"strong\",{children:\"resistance harder\"}),\".\"]}),/*#__PURE__*/e(\"p\",{children:\"Some environmental considerations might be things that you can influence to drive the necessary change. For example, the lack of familiarity with a new analytics tool might cause some hesitation among marketers in using and trusting the data. A training session that is tailored to their specific role and concerns might alleviate data trust issues and open their minds to how its deeper insights can be used to improve their marketing campaigns.\"}),/*#__PURE__*/e(\"h1\",{children:\"3. Highlight what\u2019s working\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,gcIQGAWTrl7BR5Y4iubTx1EclBM.png\",\"data-framer-height\":\"317\",\"data-framer-width\":\"300\",height:\"158\",src:\"https://framerusercontent.com/images/gcIQGAWTrl7BR5Y4iubTx1EclBM.png\",style:{aspectRatio:\"300 / 317\"},width:\"150\"}),/*#__PURE__*/t(\"p\",{children:[\"If you\u2019re familiar with Chip and Dan Heath\u2019s book, \u201CSwitch\u201D (required reading for any digital analyst) they talk about how you need to find and promote the \u201Cbright spots.\u201D As an analyst, you can become \",/*#__PURE__*/e(\"strong\",{children:\"overly focused on what\u2019s broken or not working\"}),\". In certain situations, it might make sense to turn your attention to what \",/*#__PURE__*/e(\"em\",{children:\"is\"}),\" working and understand \",/*#__PURE__*/e(\"em\",{children:\"why it is\"}),\". Often when a campaign, channel, website, app, or team is performing well, everyone is usually happy\u2014no one is demanding to know why it\u2019s doing well. Your analysis focus usually always shifts to what\u2019s underperforming. However, by better understanding the bright spots you can potentially shed light on what\u2019s wrong with the problem areas. For example, if your organization struggles with regularly using data, you might try to find a manager or team that is successful with data. By determining what they are doing right, you can share the lessons they learned and use them as an example to inspire and guide others.\"]}),/*#__PURE__*/t(\"p\",{children:[\"The great thing about highlighting bright spots is they are \",/*#__PURE__*/e(\"em\",{children:\"internal\"}),\" success stories. They can\u2019t be dismissed with a not-invented-here mentality because they\u2019re homegrown. If for whatever reason you\u2019re unable to isolate any bright spots, you\u2019ll need to focus on building internal momentum through a series of quick wins (create the bright spots). In the beginning, you might need to concentrate your efforts on working with less strategic teams that are willing, flexible, and able to make changes. Once you\u2019ve built up creditability internally, your successes can be leveraged to attract attention from more strategic groups and open doors to greater optimization opportunities.\"]}),/*#__PURE__*/e(\"p\",{children:\"As a digital analyst, you need to help foster a willingness to experiment and adopt changes in your organization. It\u2019s in your best interest because as Charles Darwin noted:\"}),/*#__PURE__*/t(\"p\",{children:[\"It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change. \",/*#__PURE__*/e(\"br\",{}),\"Charles Darwin, English Naturalist\"]}),/*#__PURE__*/e(\"p\",{children:\"At the tactical level, you might be able to persuade someone to edit ad copy, fix broken links, or adjust the placement of a call-to-action button. While you can still run into resistance with even these low-level actions, it\u2019s nothing compared to what you\u2019ll experience if you\u2019re dealing with more strategic recommendations (e.g., shift budget between marketing channels, terminate partnerships, etc.). With the stakes being greater so too is the push back. Rather than flying under the radar with small tactical improvements, your strategic recommendations can face intense scrutiny and heavy opposition. A solid understanding of your audience and careful preparation are essential to your success.\"}),/*#__PURE__*/t(\"p\",{children:[\"You\u2019re only truly effective as an analyst if you can influence change\u2014big or small. Great insights can achieve nothing unless they\u2019re acted upon. Today organizations need more than just smart analysts; they \",/*#__PURE__*/e(\"strong\",{children:\"require intelligent, data-savvy change agents\"}),\". Change at your company doesn\u2019t have to wait for someone with power or authority\u2014it can start with you leading data-driven change today. I hope the three tips shared in this article will help you as you use data to guide your organization down the right paths. Good luck!\"]}),/*#__PURE__*/e(\"p\",{children:\"\u200D\"})]})},{index:13,id:\"AesGOS9jd\",[r]:\"Web Analytics vs. Mobile Analytics: What\u2019s the Difference?\",[s]:\"web-analytics-vs-mobile-analytics-whats-the-difference\",[l]:\"2013-07-24T00:00:00.000Z\",[h]:c({src:\"https://framerusercontent.com/images/COx02lX6mg6LmvaOx0DZaw2Gzw.png\"},\"Teal Flower\"),[d]:/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"People are increasingly using mobile devices to interact with organizations through mobile browsers and apps. A recent study indicated that mobile devices now represent 15% of Internet traffic. In December 2012, tablet devices for the first time surpassed desktop PC and notebook sales. By the end of 2013, it\u2019s estimated that nearly two billion apps will be downloaded each week.\"}),/*#__PURE__*/t(\"p\",{children:[\"If you\u2019re not paying attention to your mobile traffic today, you will be in the not too distant future. If you\u2019re new to mobile analytics or just getting your feet wet, I thought it would be helpful to note some important \",/*#__PURE__*/e(\"strong\",{children:\"differences between traditional web analytics and the emerging area of mobile analytics\"}),\".\"]}),/*#__PURE__*/e(\"h1\",{children:\"Mobile Analytics Spans Mobile Web and Mobile Apps\"}),/*#__PURE__*/t(\"p\",{children:[\"Mobile analytics is generally split between \",/*#__PURE__*/e(\"strong\",{children:\"mobile web\"}),\" and \",/*#__PURE__*/e(\"strong\",{children:\"mobile apps\"}),\". Mobile web refers to when individuals use their smartphones or tablets to view online content via a mobile browser. Many companies redirect these users to a mobile-specific site (typically a different subdomain such as m.example.com) or use responsive design to adapt content to the screen size of the user\u2019s device or computer. Some organizations are starting to build tablet-specific sites as they are discovering that neither their mobile-specific site nor their main website ideally serves the tablet segment.\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,9O4lHSIZaJNoXLE1jsStc2YXiFg.png\",\"data-framer-height\":\"338\",\"data-framer-width\":\"600\",height:\"169\",src:\"https://framerusercontent.com/images/9O4lHSIZaJNoXLE1jsStc2YXiFg.png\",style:{aspectRatio:\"600 / 338\"},width:\"300\"}),/*#__PURE__*/e(\"p\",{children:\"In the beginning, many smartphones didn\u2019t support JavaScript or cookies; however, today most popular mobile devices support both of these technologies. At its core, the page tagging method for measuring web properties is similar to measuring the mobile web\u2014with just a few caveats.\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"Data connection speeds of mobile networks can vary dramatically by location and carrier technology (3G, 4G/LTE). Mobile sites need to be \",/*#__PURE__*/e(\"strong\",{children:\"light and fast\"}),\" so that they load quickly for impatient mobile visitors. Because JavaScript can slow down mobile site performance, the JavaScript analytics tags should be optimized for mobile devices.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"There are several \",/*#__PURE__*/e(\"strong\",{children:\"mobile-specific dimensions/reports\"}),\" such as device name, device type, mobile browser, and carrier network that apply only to the mobile web. Many of these reports key off of the device\u2019s user-agent string, which is much more diverse for mobile devices than desktop computers because the device\u2019s make and model are also included. In contrast, with desktop computers you only have to worry about two operating systems and a handful of web browsers that are regularly updated. In the mobile ecosystem, there exists a wide range of operating systems (iOS, Android, Windows, Blackberry, etc.) and mobile browsers for each device type. Web analytics vendors often partner with device library services to help map the user-agent strings to up-to-date mobile device lists. Unfortunately, this approach is not foolproof if manufacturers decide to re-use the same user-agent string for different devices such as what recently happened with Apple\u2019s iPad 2 and iPad Mini tablets.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"Mobile sites that leverage HTML5 can tap into the GPS location of visitors if individuals grant permission to access this data. The ability to pinpoint where visitors are by \",/*#__PURE__*/e(\"strong\",{children:\"specific GPS locations\"}),\" far exceeds the geographic precision that can be provided for desktop visitors based on IP address.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"While screen size or resolution isn\u2019t foreign to website analytics, its importance increases for devices with \",/*#__PURE__*/e(\"strong\",{children:\"smaller, varied form factors\"}),\". The orientation of the screen (portrait or landscape view) adds a new twist that isn\u2019t a concern in the desktop world as well as the fact that users are not interacting with the mobile site by clicking but by touching and swiping.\"]})})]}),/*#__PURE__*/t(\"p\",{children:[\"Although the mobile web is primarily reliant on the JavaScript-based page tagging approach for data collection, mobile app tracking uses an entirely different client-side approach that is more conducive to capturing native app activity. Web analytics vendors have created \",/*#__PURE__*/e(\"strong\",{children:\"software development kits (SDKs)\"}),\" for various mobile platforms such as iOS, Android, Windows, and Blackberry. Analytics SDKs provide a package of pre-written code that developers can insert into applications, which can be tailored to measure different app-related dimensions and metrics.\"]}),/*#__PURE__*/e(\"p\",{children:\"The SDKs help to streamline the measurement process because developers don\u2019t need to write their own unique tracking code. For example, an iOS SDK will provide measurement code in the Objective C programming language that is used to build iPhone and iPad applications. Once a mobile application has been implemented with tracking code, it will send data directly to the data collection server whenever the mobile device is connected to a mobile network.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,FEjLBqMl1y0a0j6B1gOqvjiSmo.png\",\"data-framer-height\":\"243\",\"data-framer-width\":\"500\",height:\"121\",src:\"https://framerusercontent.com/images/FEjLBqMl1y0a0j6B1gOqvjiSmo.png\",style:{aspectRatio:\"500 / 243\"},width:\"250\"}),/*#__PURE__*/e(\"p\",{children:\"Besides using SDKs to deploy analytics code, mobile app measurement is different from both mobile web and website tracking in the following ways:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"Say goodbye to page views and hello to \",/*#__PURE__*/e(\"strong\",{children:\"screen views\"}),\". Applications don\u2019t have pages like websites, but users do interact with various screens. You also have sessions instead of visits. Despite these subtle differences, you\u2019re essentially trying to understand the same thing\u2014usage. Understanding the usage of specific screens is just as important as knowing which content is or isn\u2019t being consumed on a website.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"For mobile devices you can measure more than just what appears on the screen as mobile app analytics can access \",/*#__PURE__*/e(\"strong\",{children:\"other built-in features\"}),\" such as the device\u2019s accelerometer, gyroscope, GPS, and storage capabilities. Web measurement is limited to just the content that is seen in the web browser and some basic information about the computer, IP address, and referral source. Mobile app measurement offers the ability to track new types of user interactions that aren\u2019t seen on the Web.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"Unique users (not visitors) are identified via \",/*#__PURE__*/e(\"strong\",{children:\"user IDs\"}),\" instead of cookies. Unique user IDs are more resilient than cookies, which are susceptible to being deleted. Due to mobile carrier contracts, people are often locked into using the same device for at least two years. In addition, due to the personal nature of mobile devices\u2014especially smartphones\u2014you\u2019re more likely to understand behavior for a specific individual as opposed to a shared family computer that could have several users. User IDs can persist across version updates so that users are not lost when they upgrade. With user authentication the same unique user can be recognized across multiple apps and devices.\"]})})]}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"Mobile apps have a \",/*#__PURE__*/e(\"strong\",{children:\"shorter session timeout\"}),\" than that of websites. In general, a session will end after 30 minutes of inactivity for websites. However, for mobile apps the session timeout may be as short as 30 \",/*#__PURE__*/e(\"em\",{children:\"seconds\"}),\" of inactivity due to a shorter perceived attention span. In addition, when users are multitasking and the app remains idle in the background for longer than the timeout duration, a new session will be triggered when the user returns to the app.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"Depending on how the application was developed, a user may not need to be connected to a mobile network to use the mobile application. Analytics tools can store what \",/*#__PURE__*/e(\"strong\",{children:\"offline interactions\"}),\" occurred, record when they happened with time stamps, and then upload the data to the collection server when the user re-connects to their mobile network.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"App development teams are frequently rolling out updates and new versions. Unlike websites where all visitors receive essentially the same experience, the app users\u2019 experience will depend on what version they\u2019re using. When analyzing mobile app data, you can have users who are \",/*#__PURE__*/e(\"strong\",{children:\"spread across different versions\"}),\" with potentially dissimilar app experiences.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"There\u2019s a greater emphasis on \",/*#__PURE__*/e(\"strong\",{children:\"cohort analysis\"}),\" where distinct groups of users are measured over time to evaluate app retention or churn rates. By analyzing weekly cohort groups based on when they installed the application, you can evaluate the effect different app updates are having on retention as well as the app\u2019s overall performance in terms of engagement and conversion.\"]})})]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,mClr0qQVkYcZq5srrsfxmYukolQ.png\",\"data-framer-height\":\"243\",\"data-framer-width\":\"600\",height:\"121\",src:\"https://framerusercontent.com/images/mClr0qQVkYcZq5srrsfxmYukolQ.png\",style:{aspectRatio:\"600 / 243\"},width:\"300\"}),/*#__PURE__*/e(\"p\",{children:\"This table summarizes the differences and similarities between web analytics and each of the two mobile analytics areas.\"}),/*#__PURE__*/e(\"p\",{children:\"Aside from these key differences, mobile app analytics still inherits familiar measurement practices from web analytics. Web analytics and mobile analytics may not be siblings, but they\u2019re still closely related (first cousins? Maeby and George Michael but not as dangerous?).\"}),/*#__PURE__*/t(\"p\",{children:[\"For example, measuring \",/*#__PURE__*/e(\"strong\",{children:\"engagement\"}),\" is a key emphasis for mobile app analytics\u2014something that has been frequently measured in web analytics. When measuring the effectiveness of mobile apps, downloading the app is only the first step for users. Organizations want to know how engaging their mobile apps are and whether users are using them on a regular basis. \",/*#__PURE__*/e(\"strong\",{children:\"Event tracking\"}),\" is employed in apps to provide insights into how users are interacting with different features within each application. Similarly, measuring in-app\",/*#__PURE__*/e(\"strong\",{children:\" conversions\"}),\" shows how successful each app is at driving specific key outcomes.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Campaign tracking\"}),\" is another mainstay of web analytics, and it has surfaced on the mobile apps side. For example, campaigns can be tied to the Google Play Store (Android apps) so that you can understand which campaign and traffic source led to an app download (Note: iTunes Store currently does not support campaign tracking). In addition, some organizations are direct linking from their mobile site into their mobile apps and tracking these links like campaigns.\"]}),/*#__PURE__*/e(\"p\",{children:\"As long as you\u2019re aware of the subtle differences from web analytics, mobile analytics represents an exciting, new frontier for digital analysts. Eventually, cross-channel analysis (apps, mobile, and web) will be just another day at the office for most analysts.\"})]})},{index:14,id:\"GWjYPphII\",[r]:\"Why Everyone Loses with Google\u2019s Secure Search \u2014 Except Google\",[s]:\"why-everyone-loses-with-google-s-secure-search-except-google\",[l]:\"2013-10-09T00:00:00.000Z\",[h]:c({src:\"https://framerusercontent.com/images/BRucfPZ4tL1ry9MQCF0xnC3yYeQ.png\"},\"\"),[d]:/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[\"Back in October 2011, Google first \",/*#__PURE__*/e(n,{href:\"http://googleblog.blogspot.com/2011/10/making-search-more-secure.html\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"announced\"})}),\" it would introduce encrypted search and no longer provide search keywords for users who were logged into their Google account. Originally, Google indicated that the change would only have a \",/*#__PURE__*/e(n,{href:\"http://searchengineland.com/google-to-begin-encrypting-searches-outbound-clicks-by-default-97435\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"single-digit-percent impact\"})}),\" on Google\u2019s organic search traffic.\"]}),/*#__PURE__*/t(\"p\",{children:[\"However, since then I\u2019ve watched the percent of organic search keywords that were not provided climb steadily above 60% for all my search terms on \",/*#__PURE__*/e(n,{href:\"http://www.powerpointninja.com/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Powerpointninja.com\"})}),\". For a website owner and data geek, this was a very disappointing trend\u2014especially given the misleading expectation that Google had set. I came to the same conclusion as many other analysts and SEO experts that the keyword data would never return to what it once was\u2014but I felt as though I still had some limited insights into natural search traffic that I could use.\"]}),/*#__PURE__*/t(\"p\",{children:[\"A couple of weeks ago, I was upset to learn of Google\u2019s \",/*#__PURE__*/e(n,{href:\"http://searchengineland.com/post-prism-google-secure-searches-172487\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"recent expansion\"})}),\" of its search encryption to \",/*#__PURE__*/e(\"strong\",{children:\"all\"}),\" \",/*#__PURE__*/e(\"strong\",{children:\"organic search keywords\"}),\". This time Google didn\u2019t even attempt to notify website owners of its new approach. When you dominate \",/*#__PURE__*/e(n,{href:\"http://searchenginewatch.com/article/2289560/Googles-Search-Market-Share-Shoots-Back-to-67\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"two-thirds\"})}),\" of the search engine market and are \",/*#__PURE__*/e(n,{href:\"http://www.computerworld.com/s/article/9240945/Google_bigger_than_Facebook_Netflix_and_Instagram_combined\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"bigger than Facebook, Netflix, and Instagram combined\"})}),\", I guess you don\u2019t need to explain what you\u2019re doing\u2014you just do what you want.\"]}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s difficult to lose data that you previously had, especially in a key area like keyword data that seems so elementary or basic to managing a website. In web analytics, I\u2019ve become accustomed to gaining new insights, not losing them so it\u2019s a bitter pill to swallow. Before this news surfaced, I had already come to conclusion that Google was being disingenuous with its desire to protect the privacy of its users with secure search. I believe nobody wins, except Google, when it comes to its move to search encryption.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,OgoGajRfs7NjTtCzuYRuq091Yw.png\",\"data-framer-height\":\"514\",\"data-framer-width\":\"500\",height:\"257\",src:\"https://framerusercontent.com/images/OgoGajRfs7NjTtCzuYRuq091Yw.png\",style:{aspectRatio:\"500 / 514\"},width:\"250\"}),/*#__PURE__*/e(\"p\",{children:\"When you evaluate the secure search topic, there are three key stakeholders: individual users, websites, and Google. I\u2019d like to review what each party stands to benefit or lose from Google\u2019s move to fully encrypted search.\"}),/*#__PURE__*/e(\"h1\",{children:/*#__PURE__*/e(\"em\",{children:\"Individual Users\"})}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,In8AZi40dO0PFItN3CKG9lrsU8U.png\",\"data-framer-height\":\"271\",\"data-framer-width\":\"250\",height:\"135\",src:\"https://framerusercontent.com/images/In8AZi40dO0PFItN3CKG9lrsU8U.png\",style:{aspectRatio:\"250 / 271\"},width:\"125\"}),/*#__PURE__*/e(\"p\",{children:\"With the increased focus on online privacy, it makes sense that Google positioned its move to fully encrypted search as a way of protecting the personal search queries of its users. As the public grows increasingly concerned about unlawful hackers and big brother (NSA), nobody is going to question why Google is emphasizing secure search.\"}),/*#__PURE__*/t(\"p\",{children:[\"A Google spokesperson affirmed their position with Search Engine Land\u2019s Danny Sullivan: \",/*#__PURE__*/e(\"em\",{children:\"\u201CWe\u2019re going to continue expanding our use of SSL in our services because we believe it\u2019s a good thing for users\u2026The motivation here is not to drive the ads side \u2014 it\u2019s for our search users.\u201D\"}),\" This is wonderful news, right? Who wants to have their searches eavesdropped over an unsecure WiFi hotspot? Not me and probably not you either.\"]}),/*#__PURE__*/t(\"p\",{children:[\"In a separate CNET article, Sullivan makes an interesting argument for Google to push the entire Web to be \",/*#__PURE__*/e(n,{href:\"http://news.cnet.com/8301-33620_3-57604604-278/how-google-could-have-made-the-web-secure-and-failed-again/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"more secure\"})}),\", just like it urged publishers to introduce faster sites for better rankings. For good measure, can we also throw in an SSL unicorn \",/*#__PURE__*/e(n,{href:\"http://www.youtube.com/watch?v=o-50GjySwew\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"prancercising\"})}),\" across a double HTTPS rainbow? It\u2019s not going to happen\u2014unless it was in Google\u2019s best interests.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Privacy is just a vehicle for Google to drive its own strategic agenda.\"}),\" If its individual users\u2019 privacy were the real concern then Google wouldn\u2019t leave \",/*#__PURE__*/e(\"strong\",{children:\"a\"}),\" \",/*#__PURE__*/e(\"strong\",{children:\"gaping loophole for advertisers to still obtain paid search keywords\"}),\". Simply because a searcher clicks on a paid ad instead of an organic search result, the search query data is still passed to the website or advertiser. Many Google searchers probably don\u2019t realize their search queries are being shared with advertisers. When you think you\u2019re safe from prying eyes, you behave differently and are more adventurous. Individual users may be more exposed now if they feel a false sense of privacy with Google\u2019s implied secure search.\"]}),/*#__PURE__*/e(\"p\",{children:\"Ultimately, the real privacy concern would be how an individual\u2019s stream of queries could be stitched together to create an interesting user profile\u2014something only Google is in a position to do. Each website only sees the portion of organic search keywords that brought someone to their site. A publisher would have no idea what other queries individuals are performing and what other websites they are visiting (without the help of a third-party).\"}),/*#__PURE__*/e(\"p\",{children:\"In most cases, I\u2019d argue individual users actually benefit from sharing their keywords with the websites they visit. While you may not want your co-workers, neighbors, or parents to know what keywords you\u2019re searching for, you want the relevant websites to understand the purpose of your visit and help you find the content or products you\u2019re looking for. Without organic keyword data, websites have less ability to help visitors accomplish their goals. This gap will lead to less precise content, more assumptions about what visitors are trying to achieve, and a potentially inferior user experience. With incomplete privacy protection and less effective user experiences, individual users will lose.\"}),/*#__PURE__*/e(\"h1\",{children:/*#__PURE__*/e(\"em\",{children:\"Websites\"})}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,DbT6QvG0L1ZSsqqd6rLaIWbo.png\",\"data-framer-height\":\"277\",\"data-framer-width\":\"250\",height:\"138\",src:\"https://framerusercontent.com/images/DbT6QvG0L1ZSsqqd6rLaIWbo.png\",style:{aspectRatio:\"250 / 277\"},width:\"125\"}),/*#__PURE__*/e(\"p\",{children:\"From a website owner perspective, Google\u2019s reluctance to share organic keywords means individuals and businesses can only see search keywords for non-Google queries and AdWords campaigns. While you still have organic keyword data from other search engines such as Yahoo! and Bing, the vast majority of search traffic comes from Google. It\u2019s like losing one of your favorite TV channels from your satellite or cable package\u2014it sucks.\"}),/*#__PURE__*/e(\"p\",{children:\"The days of the symbiotic relationship between Google Search and search marketers are gone. The popular search engine benefited from having websites optimize and improve the quality and relevance of their organic search listings by leveraging its keyword data. Now it appears Google is prepared to go it alone by removing the organic search queries. The free ride is over\u2013literally.\"}),/*#__PURE__*/t(\"p\",{children:[\"Without organic keyword data from Google, you now have a \",/*#__PURE__*/e(\"strong\",{children:\"sizeable blind spot in your online marketing efforts\"}),\" that will impact your ability to convert organic traffic from Google into repeat visitors or customers. Google offers its \",/*#__PURE__*/e(n,{href:\"http://searchenginewatch.com/article/2273660/How-to-Use-Google-Webmaster-Tools-to-Maximize-Your-SEO-Campaign\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Webmaster Tools\"})}),\" reports as an alternative method for discovering popular organic search queries. If you\u2019ve used these WMT reports in the past, you will have noticed significant rounding issues and discrepancies with your analytics reports. Unfortunately, the main problem with these reports is that they are \",/*#__PURE__*/e(\"strong\",{children:\"disconnected from your engagement and conversion metrics\"}),\". In essence, we\u2019ve gone back to the mid-to-late 1990s with keyword data, when it was only about popularity and not about the downstream effectiveness or impact of the keywords.\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,TrmXWD0QDODUmopOcXplbK6qc0.png\",\"data-framer-height\":\"278\",\"data-framer-width\":\"500\",height:\"139\",src:\"https://framerusercontent.com/images/TrmXWD0QDODUmopOcXplbK6qc0.png\",style:{aspectRatio:\"500 / 278\"},width:\"250\"}),/*#__PURE__*/e(\"p\",{children:\"Aside from trying to infer the organic search keyword traffic from the landing pages and other onsite behaviors, websites can only get Google keyword data by continuing to invest in paid search campaigns (hmmm). Previously, you might have been able to ramp up your organic search traffic and reduce your paid search spend, but now that strategy will be less clear cut and more risky without keyword data. With the growing dependency on AdWord campaigns and the added difficulty in understanding how organic search is performing, website owners\u2014large and small\u2014will lose as well.\"}),/*#__PURE__*/e(\"h1\",{children:/*#__PURE__*/e(\"em\",{children:\"Google\"})}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,QmvEsF1YwULAw1ABRK5AGfluD1s.png\",\"data-framer-height\":\"250\",\"data-framer-width\":\"250\",height:\"125\",src:\"https://framerusercontent.com/images/QmvEsF1YwULAw1ABRK5AGfluD1s.png\",style:{aspectRatio:\"250 / 250\"},width:\"125\"}),/*#__PURE__*/t(\"p\",{children:[\"If this change isn\u2019t a good idea for individuals or companies, why does it make sense for Google? It all centers on Google\u2019s AdWords program, which is the company\u2019s main source of revenue and generated $45.2 billion in 2012. An interesting infographic from WordStream showed how \",/*#__PURE__*/e(n,{href:\"http://www.wordstream.com/articles/google-earnings\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"96% of Google\u2019s revenue came from advertising in 2011\"})}),\". Clearly, advertising revenue is critical to Google\u2019s continued success and future growth.\"]}),/*#__PURE__*/t(\"p\",{children:[\"Now if I asked you what is the single biggest threat or competitor to Google\u2019s AdWords program, you might have thought Bing Ads. However, in reality Google\u2019s \",/*#__PURE__*/e(\"strong\",{children:\"biggest competition comes from its own organic search results\"}),\". Whenever individuals click on an organic search listing instead of a paid search ad, Google makes no money. If companies shift dollars from their paid search budget to funding SEO efforts, Google loses potential ad revenue. Google\u2019s superior search results become its own Achilles heel when it comes to maximizing ad revenue.\"]}),/*#__PURE__*/t(\"p\",{children:[\"While Google wouldn\u2019t do anything to jeopardize its effectiveness in providing relevant results to its search users (no cooking the golden goose), it did find a way to force companies to continue spending on AdWords campaigns and reduce spending on SEO\u2014 \",/*#__PURE__*/e(\"strong\",{children:\"by severing the keyword data pipeline\"}),\". It basically ordered a hit on its chief competitor in order to strengthen its overall ad business. Despite what Google states publically, its move has \",/*#__PURE__*/e(\"em\",{children:\"everything to do with driving its ads side and nothing to do with its search users\"}),\".\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,OZauw3w5EvKRu2tLMEMDoRZefTU.png\",\"data-framer-height\":\"439\",\"data-framer-width\":\"500\",height:\"219\",src:\"https://framerusercontent.com/images/OZauw3w5EvKRu2tLMEMDoRZefTU.png\",style:{aspectRatio:\"500 / 439\"},width:\"250\"}),/*#__PURE__*/e(\"p\",{children:\"By removing an organization\u2019s ability to understand how its web content acquires and converts non-paid Google traffic, the popular search engine will force more businesses to \u201Cpay to play\u201D in order to leverage its valuable keyword data. While most large companies already invest in AdWords, Google will hope to expand their spend on paid search ads.\"}),/*#__PURE__*/t(\"p\",{children:[\"In terms of SEO, what was once clear is now muddy. The shroud of mystery placed over organic keywords will either further \",/*#__PURE__*/e(n,{href:\"http://moz.com/rand/first-existential-threat-seo/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"complicate SEO initiatives\"})}),\" or make it difficult for organizations to justify their SEO efforts. SEO professionals will need to increase their value by focusing on content marketing, page-level (not only keyword-level) analytics, and on-page conversions.\"]}),/*#__PURE__*/t(\"p\",{children:[\"Of course, Google could choose to \",/*#__PURE__*/e(n,{href:\"http://webmarketingschool.com/not-provided-good-for-seo/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"monetize its organic keyword data\"})}),\" by charging for it. However, I think this would only be chump change for Google in terms of its overall ad business. Besides, I think they would be entering into antitrust territory if Google decided to provide this data in only its own analytics solutions (full disclosure: I work for Adobe). Ultimately, the real rationale for no longer providing keywords will relate to Google\u2019s core ad business such as \",/*#__PURE__*/e(n,{href:\"http://searchengineland.com/keyword-not-provided-maybe-mobile-is-to-blame-173271\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"forthcoming mobile AdWords functionality\"})}),\".\"]}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s unfortunate that in a digital world that is increasingly saturated with data that we\u2019re actually losing valuable keyword insights. We should be moving forward, not backwards. As a smart, data-driven organization, Google used its treasure trove of search data to make this pivotal decision. Clearly, we live and die by the sword of data in analytics. This time everyone is on the receiving end, but as Picasso once said, \u201CSuccess is dangerous.\u201D As it continues to wield its market power, Google might expose an opening for other search engines or technology startups to capitalize on. Stronger competition will benefit either individual users or websites at Google\u2019s expense.\"}),/*#__PURE__*/t(\"p\",{children:[\"While I\u2019m disappointed by Google\u2019s recent move as an analyst, website owner, and searcher, I\u2019m confident we can adapt to this new environment. \",/*#__PURE__*/e(\"strong\",{children:\"We\u2019ll simply do more with less.\"}),\" I look forward to seeing the new approaches we develop for evaluating how organic keywords perform. Onward and upward, fellow action heroes.\"]}),/*#__PURE__*/e(\"p\",{children:\"\u200D\"})]})},{index:15,id:\"SB0_kTkHL\",[r]:\"How Big Should Your Digital Analytics Team Be?\",[s]:\"how-big-should-your-digital-analytics-team-be\",[l]:\"2014-02-19T00:00:00.000Z\",[h]:c({src:\"https://framerusercontent.com/images/d4aSYygnBI3E8C74fKIKrZTxo.jpg\",srcSet:\"https://framerusercontent.com/images/d4aSYygnBI3E8C74fKIKrZTxo.jpg?scale-down-to=512 512w, https://framerusercontent.com/images/d4aSYygnBI3E8C74fKIKrZTxo.jpg 749w\"},\"\"),[d]:/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[\"If you\u2019re an NBA fan, you might know about the Los Angeles Lakers\u2019 recent troubles with injuries (Kobe Bryant, Pau Gasol, Steve Nash, etc.). On Feb. 5th, the team actually \",/*#__PURE__*/e(n,{href:\"http://sports.yahoo.com/blogs/nba-ball-dont-lie/lakers-literally-ran-players-still-held-beat-cavaliers-030821801--nba.html\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"ran out of eligible players\"})}),\" while playing against the Cleveland Cavaliers. With only 3:32 left in the game, the Lakers\u2019 already depleted eight-man roster shrank to only four eligible players after two additional players were injured and two more fouled out of the game. In case you\u2019re not familiar with NBA basketball, each team needs to have five players on the court and can have up to 12 active players on its roster. Luckily, due to an obscure NBA rule the Lakers were able to keep one of its fouled out players on the floor and close out the game by beating the Cavaliers 119 to 108.\"]}),/*#__PURE__*/e(\"p\",{children:\"Normally, you\u2019ll see six or seven players on the bench during a typical NBA game.\"}),/*#__PURE__*/t(\"p\",{children:[\"As humorous and unique as this situation was for the LA Lakers (and disappointing for Cavaliers fans), I wonder how many companies don\u2019t have enough players on their digital analytics roster. On several occasions people have asked me how many individuals they should have on their analytics team. One of the biggest challenges that impedes many digital analytics programs from being successful is \",/*#__PURE__*/e(\"strong\",{children:\"insufficient staffing\"}),\". On a recent business trip to New York City, I met three companies that were struggling with inadequate analytics resources. One organization had no one owning its analytics program, another had one individual dedicated 15-20%, and the remaining billion-dollar company had only one dedicated analyst. Ouch.\"]}),/*#__PURE__*/t(\"p\",{children:[\"Just like it\u2019s hard to win basketball games with an incomplete roster, it\u2019s also difficult to \",/*#__PURE__*/e(n,{href:\"http://www.analyticshero.com/2012/10/03/analytics-5-key-steps-to-generate-value/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"extract value from your data\"})}),\" if you don\u2019t have enough analysts, especially if you want to move beyond just basic measurement and reporting. While I wish I could give you a simple answer such as \u201Cyou need at least X people\u201D, it\u2019s never that easy. The right number will be different for each organization, and the sweet spot can change over time as business needs evolve.\"]}),/*#__PURE__*/e(\"p\",{children:\"After interacting with lots of different analytics teams, I\u2019ve identified several factors that contribute to how many people are needed on an analytics team. While I haven\u2019t developed a magical formula or algorithm that will spit out the ideal number of analytics resources, I can share some team size considerations that I recently gave to a customer. They might help you to evaluate the resource needs of your specific digital analytics program.\"}),/*#__PURE__*/e(\"p\",{children:\"First, I\u2019ll lay out the baseline requirements and then review the different factors that will expand or contract the specific number of people you\u2019ll need at your company.\"}),/*#__PURE__*/e(\"h1\",{children:\"Key Roles for a Digital Analytics Team\"}),/*#__PURE__*/e(\"p\",{children:\"Before I get into how many people you\u2019ll need on your analytics team, it\u2019s important to understand the basic roles on a typical digital analytics team. Just like a basketball team has different positions such as power forward, point guard, or center, digital analytics teams also have different players:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Program owner:\"}),\" Every company needs someone to own or manage the digital analytics function. Within smaller companies, a single individual may wear multiple hats and handle all aspects of the digital analytics program (requirements gathering, implementation, project management, reporting, analysis, etc.). They may even be tasked with other non-analytics responsibilities such as email marketing or paid search that pull them away from focusing on just digital analytics. Most mid-to-large companies have a manager or director who oversees the operations and performance of the digital analytics program. This role is essential to leading your data-driven efforts and gaining any sort of sustained momentum and success with analytics.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Technical staff: \"}),\"At a minimum, you\u2019ll need a web developer (JavaScript expertise) to deploy and update your analytics implementation. In many cases, this individual won\u2019t live on your digital analytics team and will typically come from your IT group. For larger, more complex organizations, an embedded technical resource may lead major deployment projects as well as guide implementation standards and processes. While tag management solutions can lighten the burden placed on this type of resource, it won\u2019t entirely remove the need for technical expertise.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Analyst staff:\"}),\" Companies generally need at least one analyst to handle the reporting and analysis responsibilities. In some situations, the analytics manager might also be the analyst who distributes reports and insights throughout their organization. This analyst/owner combination will only work for small companies with limited analytics needs. Most organizations require a team of several analysts to glean insights from their digital data and use their recommendations to optimize the business. Analysts\u2019 responsibilities also go beyond just slicing and dicing the data such as gathering business requirements, architecting new measurement strategies, tweaking existing tags, validating new deployments, training and supporting users, etc. \",/*#__PURE__*/e(\"em\",{children:\"One of the biggest mistakes that companies can make is to understaff in this critical function\"}),\", which ultimately limits how much value they can extract from their web analytics tools.\"]})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:\"Note: A fourth role may be needed at organizations that have a high volume of analytics projects. A project manager can prioritize, schedule, and manage different analytics projects. Project managers may also be essential in establishing and maintaining analytics-related processes.\"})}),/*#__PURE__*/t(\"p\",{children:[\"These three key roles form the basic building blocks of every digital analytics program. As long as you have at least one person fulfilling one or more of these roles, you have the beginnings of a digital analytics practice. However\",/*#__PURE__*/e(\"strong\",{children:\", getting off the ground with digital analytics and really capturing value from it are two separate things\"}),\".\"]}),/*#__PURE__*/e(\"p\",{children:\"I\u2019ve found that organizations that struggle with digital analytics have often underinvested in analytics staffing. While consultants can bridge short-term staffing gaps, companies eventually discover they need in-house talent to take their analytics programs to the next level. When a digital analytics team is understaffed, it is susceptible to significant setbacks created by employee turnover. Whereas an adequately-staffed team can generally absorb losing a key individual, an understaffed team can\u2019t. I\u2019ve seen web analytics programs take two or three steps back simply because one key employee left, and the team couldn\u2019t easily recover from losing their expertise and knowledge. You don\u2019t want to avoid this potential situation at your company.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,VJb0Zbc8iKg2YCpCAyJYAHNbyJ0.png\",\"data-framer-height\":\"336\",\"data-framer-width\":\"550\",height:\"168\",src:\"https://framerusercontent.com/images/VJb0Zbc8iKg2YCpCAyJYAHNbyJ0.png\",style:{aspectRatio:\"550 / 336\"},width:\"275\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"br\",{}),\"Whereas you only need one program owner and some ad-hoc technical coverage, you will most likely need multiple analysts. Primarily, most of the staffing concerns will center on this resource type as they are the \",/*#__PURE__*/e(\"strong\",{children:\"foot soldiers (and potential action heroes) of your digital analytics team\"}),\". The following factors will shape how many analysts you will need for your particular business:\"]}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Number of business units or groups that require analytics support. \"}),\"How many business units require data or information on their digital properties? How many internal teams or groups need help with reporting and analysis? Multinational organizations need to factor in localization needs and language coverage as well (i.e., a San Francisco-based analyst isn\u2019t going to be as beneficial to your Nordics region as someone based in Stockholm).\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Number of internal customers per business unit. \"}),\"How many active customers are there in each group? How many potential customers could you have within each business unit? A single large internal team may need more than one analyst. In other cases, a single analyst may be able to support multiple teams if each group only has a few internal customers. I\u2019d estimate that a single analyst can support between 10-20 internal customers who need more than just basic measurement and reporting support (i.e., in-depth analysis and actionable recommendations).\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Relative data-neediness of customers. \"}),\"How frequently are customers asking questions about the data? How sophisticated or complex are their questions? Are they simply looking for recurring reports or actual analysis with findings and recommendations? On one hand, an analyst who is only building and sharing reports and dashboards could potentially \u201Csupport\u201D hundreds or even thousands of internal users. However, the same analyst could be completely consumed by analytics projects generated by a single data-driven executive. The data-neediness factor will be shaped by several considerations:\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Corporate culture:\"}),\" Data-intensive or gut-driven?\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Tool accessibility:\"}),\" Ability to self-service, level of tool training, etc.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Importance of your digital initiatives:\"}),\" If most of the revenue comes from other non-digital channels, digital data won\u2019t be as critical or strategic to your business.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Complexity of your online business:\"}),\" Number of digital properties, homogeneity of those properties, mix of digital channels, frequency of major campaigns/events, release cycle cadence, sophistication of the analytics implementation, etc.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Number of analytics tools used. \"}),\"What analytics tools are being used by your company? You may have different analysts that specialize in using different types of tools such as data visualization tools, statistical packages, A/B & multivariate testing, tag management systems, etc. It\u2019s unreasonable to expect an average analyst to be an expert on multiple systems.\"]})})]}),/*#__PURE__*/t(\"p\",{children:[\"While the aforementioned factors help determine \",/*#__PURE__*/e(\"em\",{children:\"how many analysts are required\"}),\", there are still some other considerations that may weigh into your analytics staffing decisions:\"]}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Level of expertise.\"}),\" How experienced do you need your analysts to be? While seasoned resources can accomplish more than junior analysts, they are also more expensive to hire and retain. Using senior analysts to perform menial reporting work isn\u2019t a good use of their skills and experience (not cost effective either). Ideally, teams should have a blend of senior and junior-level analysts. Senior analysts can be valuable mentors for junior analysts and help to accelerate their development.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Level of centralization.\"}),\" How standardized or coordinated does your analytics program need to be? How much global or enterprise-wide reporting and analysis is required? Should analysts be embedded in the business units they serve? It\u2019s common for large organizations to use a hub-and-spoke model where a centralized analytics team (hub) works with embedded analysts in different business groups or regions (spokes). Depending on your team strategy, you may require less or more headcount.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Level of oversight.\"}),\" How wide or narrow is a typical manager\u2019s span of control at your organization? What\u2019s appropriate for your analytics team? You may need to factor in some sort of management layer to ensure a large analytics team can function effectively. If everything is funneling through one analytics leader then it\u2019s going to be difficult to scale and be agile as a team. However, too many chiefs and not enough Indians can also be a problem.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Level of outsourcing. \"}),\"How much do you depend on consultants for day-to-day tactical or strategic work? As a former consultant, I recognize the important role that consultants can play in filling temporary staffing gaps, shoring up expertise, and providing an outside strategic perspective. Sometimes headcount funding can be hard to obtain; whereas, consulting fees can come from a different budget. In addition, it can be difficult for companies to find experienced talent in a timely manner so hiring consultants may be the only immediate option.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Level of automation.\"}),\" How many repetitive, menial analytics tasks (e.g., reporting) have been automated or streamlined with technology? Wherever you can use technology to offset the need for human beings to perform low-value, labor-intensive tasks will free up analyst resources to focus on more strategic, high-value responsibilities (e.g., deep-dive analysis). With analytics talent being difficult or expensive to acquire, technology can offer some supplemental support.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"Each organization\u2019s analytics needs are unique, and each of these factors will be slightly or significantly different from company to company. In order to help you evaluate your own needs using these criteria, I\u2019ll provide a couple of sample company scenarios to help illustrate how the different factors influence the digital analytics team size.\"}),/*#__PURE__*/t(\"p\",{children:[\"You might go through the different factors I\u2019ve presented and realize you\u2019re even more understaffed then you thought you were. Don\u2019t despair! While it\u2019s true that without a \",/*#__PURE__*/e(n,{href:\"https://www.forbes.com/sites/brentdykes/2016/08/24/data-driven-success-rests-on-the-shoulders-of-a-strong-executive-sponsor/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"strong executive sponsor\"})}),\" it will be hard to get the budget to hire several new analysts at one time, it doesn\u2019t mean you can\u2019t start small. If you can demonstrate the staffing gap and advocate for hiring at least more person, you can begin to climb out of the hole. That might mean hiring an intern, a consultant, or a college grad as a junior analyst to begin with.\"]}),/*#__PURE__*/e(\"p\",{children:\"If you document and evangelize the wins that are generated by the additional help, you might be able to hire a second team member and then a third. Analytics teams generally grow when they repeatedly demonstrate their success and positive ROI to key stakeholders. Eventually, you\u2019ll reach a team size where adding one more resource wouldn\u2019t add sufficient incremental value to warrant an additional hire (diminishing returns). However, I\u2019d argue most digital analytics teams are nowhere near hitting this threshold and have plenty of capacity to grow.\"}),/*#__PURE__*/t(\"p\",{children:[\"An \",/*#__PURE__*/e(n,{href:\"http://blogs.hbr.org/2014/02/recruit-better-data-analysts/\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"HBR study\"})}),\" found that companies with above-average analytics talent had significantly higher marketing ROI than those with below-average analytics talent (+4.18% vs. +2.51%). If you think one action hero is dangerous, imagine a whole team of them. Companies with successful digital analytics programs have figured this out\u2014hopefully your organization will too before your competitors do.\"]}),/*#__PURE__*/e(\"p\",{children:\"\u200D\"})]})},{index:16,id:\"ry_yIG7Ky\",[r]:\"Five Pitfalls that Will Derail Your Data Storytelling\",[s]:\"five-pitfalls-that-will-derail-your-data-storytelling\",[l]:\"2014-08-13T00:00:00.000Z\",[h]:c({src:\"https://framerusercontent.com/images/pEkmF95OMx8LTUI6vY8nV5KTrI.png\"},\"\"),[d]:/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Analysts and marketers are recognizing the importance of telling stories with data. For too long we\u2019ve watched data-intensive presentations fail to connect with internal stakeholders and have little impact on decision making. Data storytelling represents a powerful way of bridging facts with emotion to make your insights more engaging, compelling, and memorable for business audiences. However, as you use more storytelling techniques in your data presentations, it\u2019s important to consider five ways you might be inadvertently undermining your effectiveness as a data storyteller.\"}),/*#__PURE__*/e(\"h1\",{children:\"1. Not knowing your audience\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,asDkkN0UsYfjjsjDl3pcf9KxTA.png\",\"data-framer-height\":\"221\",\"data-framer-width\":\"350\",height:\"110\",src:\"https://framerusercontent.com/images/asDkkN0UsYfjjsjDl3pcf9KxTA.png\",style:{aspectRatio:\"350 / 221\"},width:\"175\"}),/*#__PURE__*/t(\"p\",{children:[\"Being familiar with your audience sounds so basic and simple. However, too often analysts presume to \u201Cknow\u201D their audience and then\u2014surprise, surprise\u2014end up completely missing the mark. If you don\u2019t clearly know what\u2019s important to your audience and what their priorities are, you might as well be spinning a roulette wheel with your presentation. The simple fact is \",/*#__PURE__*/e(\"em\",{children:\"the less you know about your audience, the more likely you\u2019ll fail\"}),\". You could have a great data story, but it could be the wrong one for your specific audience.\"]}),/*#__PURE__*/e(\"h1\",{children:\"2. Using unfamiliar analytics jargon\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,sGpGeUCuxNY0IaFtpE86GlsTn4.png\",\"data-framer-height\":\"233\",\"data-framer-width\":\"350\",height:\"116\",src:\"https://framerusercontent.com/images/sGpGeUCuxNY0IaFtpE86GlsTn4.png\",style:{aspectRatio:\"350 / 233\"},width:\"175\"}),/*#__PURE__*/t(\"p\",{children:[\"Most people don\u2019t live in the analytics tools and aren\u2019t necessarily immersed in the numbers like analysts are. \",/*#__PURE__*/e(\"em\",{children:\"Rather than expecting your audience to understand our language, we need to speak theirs\u2014\"}),\"typically that means putting things in business terms\",/*#__PURE__*/e(\"em\",{children:\".\"}),\" You must make a conscious effort to \",/*#__PURE__*/e(\"em\",{children:\"translate\"}),\" what you\u2019re going to share into something that your audience will comprehend. In most cases, that means not overwhelming them with references to statistical terms (e.g., correlation coefficients or R-squared values) or analytics tool features such as eVars (SiteCatalyst) or Regex formulas.\"]}),/*#__PURE__*/e(\"h1\",{children:\"3. Providing too much detail\"}),/*#__PURE__*/e(\"p\",{children:\"An opportunity to present your analysis findings to internal stakeholders shouldn\u2019t become an excuse for a data dump (some call it data puking). Your audience can only absorb so much information in one sitting. You need to be selective about what you share with them. Analysts often make two key mistakes when deciding what to include in their presentations.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,xLLsr6esOIcdvEJ0uYZWKVwnl2k.png\",\"data-framer-height\":\"200\",\"data-framer-width\":\"350\",height:\"100\",src:\"https://framerusercontent.com/images/xLLsr6esOIcdvEJ0uYZWKVwnl2k.png\",style:{aspectRatio:\"350 / 200\"},width:\"175\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:\"First\"}),\", they feel obligated to substantiate or defend every insight. While you should be prepared to answer questions, most audiences are going to trust your expertise. If you need a safety blanket of supporting details, move it to the appendix of your presentation and reference it only as needed.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:\"Second\"}),\", analysts often want to show the steps or process they used during their analysis. Whether it\u2019s an attempt to demonstrate how much effort was spent on the project or display their analytical ingenuity, most audiences won\u2019t care about the steps or processes you used\u2014just the insights you uncovered. To use an analogy, they are interested in sampling the delicious cake you\u2019ve baked\u2014not examining the ingredients you used or inspecting each step in how it was prepared.\"]}),/*#__PURE__*/e(\"h1\",{children:\"4. Leaving out valuable context\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,PRpzLcO0A9E85vuqE3MWcd1R8.png\",\"data-framer-height\":\"233\",\"data-framer-width\":\"350\",height:\"116\",src:\"https://framerusercontent.com/images/PRpzLcO0A9E85vuqE3MWcd1R8.png\",style:{aspectRatio:\"350 / 233\"},width:\"175\"}),/*#__PURE__*/e(\"p\",{children:\"In contrast to the previous point, this is where an analyst ignores or leaves out relevant information for their analysis. There are two ways that a lack of context can ruin a data presentation.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:\"First\"}),\", when analysts don\u2019t have adequate context into what they\u2019re analyzing, they can go down misguided paths with their analyses. For example, if an analyst doesn\u2019t know the promotional discount was recently reduced from 40% off to 10% off, he or she may unnecessarily jump through various hoops to explain why online sales are down this month. Eventually, any data set will surrender some kind of insight after it is sufficiently prodded, probed, or tortured. However, it won\u2019t necessarily be accurate or useful without the right context. As an analyst you don\u2019t want to waste cycles analyzing something that can be easily explained by a simple piece of information that lives outside of the data you\u2019re examining. You want to secure as much context upfront to avoid this type of scenario.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:\"Second,\"}),\" audience members also need sufficient context to properly comprehend the insights you share with them. As analysts, it can be difficult for us to NOT KNOW what we know. Chip and Dan Heath, authors of \",/*#__PURE__*/e(\"em\",{children:\"Made to Stick\"}),\", referred to this as the Curse of Knowledge. Your audience hasn\u2019t examined all the data forwards and backwards like you have, and therefore, they may not draw the same conclusions without the same context. You need to make sure you don\u2019t overlook vital contextual information that\u2019s in your brain but not in your slides. For example, you may know which types of video content performed better last year, but does your audience know this? You need to insert enough context into your data presentations to help frame your insights.\"]}),/*#__PURE__*/e(\"h1\",{children:\"5. Talking too much and not allowing for discussion\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,2VdFxMrR8HpbUiN4q4ra6nKqDo.png\",\"data-framer-height\":\"233\",\"data-framer-width\":\"350\",height:\"116\",src:\"https://framerusercontent.com/images/2VdFxMrR8HpbUiN4q4ra6nKqDo.png\",style:{aspectRatio:\"350 / 233\"},width:\"175\"}),/*#__PURE__*/e(\"p\",{children:\"Lastly, as an analyst it\u2019s natural to get excited about the insights you\u2019ve uncovered. However, you need to be careful that you don\u2019t spend too much time presenting your findings and not allow adequate time for discussion. Ultimately, you want your audience to ACT on your findings, not just HEAR them. In most cases, stakeholders will have questions and may need to discuss what to do with your insights. Are you leaving enough time to accommodate questions and discussion at the end of your presentation?\"}),/*#__PURE__*/e(\"p\",{children:\"A few years ago I watched a smart analyst deliver a great presentation to a number of senior executives. Unfortunately, he used the entire meeting to present his findings and didn\u2019t reserve any time for discussion. I saw the panic on his face when all of the hard-to-schedule executives start packing up their laptops near the end of the meeting, and no conversation had occurred around what they would do based on his findings and recommendations. Opportunity missed. It took another couple of weeks before he could get everyone back in a room to determine next steps.\"}),/*#__PURE__*/e(\"p\",{children:\"Storytelling with data is an essential skill for all digital analysts and data-driven marketers. It can make the difference between insights being adopted or ignored. Don\u2019t let the aforementioned pitfalls prevent you from driving value from the nuggets you\u2019ve discovered. To reiterate, it all starts with knowing your audience. With them in mind, you will want to avoid unnecessary jargon that they won\u2019t comprehend. You\u2019ll then want to determine how much detail and context are necessary so they can fully grasp what you\u2019ve uncovered. Finally, you\u2019ll want to leave ample time for discussion so together with them you can move the ideas forward. Good luck fellow data storytellers!\"}),/*#__PURE__*/e(\"p\",{children:\"\u200D\"})]})},{index:17,id:\"ATnCdoNao\",[r]:\"Announcing a New Free Primer on Web Analytics\",[s]:\"announcing-a-new-free-primer-on-web-analytics\",[l]:\"2014-10-04T00:00:00.000Z\",[h]:c({src:\"https://framerusercontent.com/images/NtnSMINRVBW5bHVXPXBZdDmQTck.png\"},\"\"),[d]:/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[\"When I was preparing to write my first book, \",/*#__PURE__*/e(\"em\",{children:\"Web Analytics Action Hero\"}),\", I decided to focus on material that I felt was underemphasized or missing from the existing literature on web analytics. I wanted to help transform the industry\u2019s reporting-centered mindset to one focused on analysis and driving action from digital data. At the time, I didn\u2019t feel the need to re-hash what other web analytics authors had already covered. Essentially, I focused on Web Analytics 201, not Web Analytics 101.\"]}),/*#__PURE__*/e(\"p\",{children:\"However, since publishing my book, I\u2019ve found there\u2019s still a healthy appetite for basic information on web analytics\u2013not necessarily from analytics practitioners but from the growing number of executives, digital marketers, online merchandisers, journalists, creatives, and other professionals who now rely on digital data in their roles. Even though web analytics has become table stakes for most businesses with any kind of online presence, it\u2019s still a marketing technology that is vastly underutilized, often misused, and frequently misunderstood. I felt it was time to return and take a fresh look at the fundamentals of digital analytics\u2014which have evolved significantly over the years\u2014to help close this persisting knowledge gap.\"}),/*#__PURE__*/t(\"p\",{children:[\"I\u2019m happy to announce that I\u2019ve finished a \",/*#__PURE__*/e(\"strong\",{children:\"new 150+ page ebook\"}),\", \",/*#__PURE__*/e(\"em\",{children:\"Web Analytics Kick Start Guide: A Primer on the Fundamentals of Digital Analytics, \"}),\"which is now available as a \",/*#__PURE__*/e(n,{href:\"http://ptgmedia.pearsoncmg.com/imprint_downloads/adobepress/promotions/analytics_ksg/webanalyticskickstartguide.pdf\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"free download\"})}),\" from Adobe Press (PDF or ePUB formats). Yes, you read that right \u2013 \",/*#__PURE__*/e(\"strong\",{children:\"100% gratis\"}),\".\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,lGs5WR4nE7mA2KHhnzhiLSzZSQ.png\",\"data-framer-height\":\"267\",\"data-framer-width\":\"400\",height:\"133\",src:\"https://framerusercontent.com/images/lGs5WR4nE7mA2KHhnzhiLSzZSQ.png\",style:{aspectRatio:\"400 / 267\"},width:\"200\"}),/*#__PURE__*/t(\"p\",{children:[\"While my first book presumed its readers were somewhat familiar with web analytics, I make no such assumption in this new ebook. It actually serves as a prequel or supplement to my \",/*#__PURE__*/e(n,{href:\"http://www.amazon.com/dp/032179401X/?tag=anhero-20\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"em\",{children:\"Web Analytics Action Hero\"})})}),/*#__PURE__*/e(\"em\",{children:\" \"}),\"book. It is intended for individuals who want to gain a better understanding of the technology that supplies most of the online metrics they see in their dashboards, weekly reports, and internal presentations. With most organizations investing more and more in digital, the audience for this 101-level content will continue to expand.\"]}),/*#__PURE__*/t(\"p\",{children:[\"In \",/*#__PURE__*/e(\"em\",{children:\"Web Analytics Kick Start Guide, \"}),\"I start by exploring the evolution of the web analytics industry and then I dive into the business, technical, and process essentials that all aspiring data-driven professionals should know. To prepare you for what\u2019s covered in this new primer, I thought it would be helpful to share a brief overview of the four main sections:\"]}),/*#__PURE__*/e(\"h3\",{children:\"1. The Definition and Evolution of Web Analytics\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"What web analytics is and what it can do for your business\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"The origins of web analytics and how it has matured as a technology over time\"})})]}),/*#__PURE__*/e(\"h3\",{children:\"2. The Business Essentials of Web Analytics\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"How your online business strategy and goals define what should be measured\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Definitions and gotchas for commonly-used web metrics\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Business model-specific KPIs\"})})]}),/*#__PURE__*/e(\"h3\",{children:\"3. The Technical Essentials of Web Analytics (for the Non-Technical)\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Data collection overview for page tagging\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Overview of cookies and reporting architecture\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Deep dives into key areas such as interaction/event tracking, campaign tracking, mobile/cross-device measurement, data enrichment, and tag management\"})})]}),/*#__PURE__*/e(\"h3\",{children:\"4. The Process of Digital Measurement\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"The steps involved in an effective digital measurement process (data collection through data usage)\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Organizational maturity levels for digital measurement\"})})]}),/*#__PURE__*/e(\"p\",{children:\"I want to highlight this book is not intended to be a product guide or manual for any particular product. In the technical section, I do map technical concepts to actual product capabilities so readers have a contextual reference to help them grasp the information. While I did this explicitly for Adobe Analytics and Google Analytics, the book\u2019s core concepts should be readily transferable to similar features across most other web analytics tools.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,8xG2pkBNWOue4iRxHTUHGXC5jo8.png\",\"data-framer-height\":\"267\",\"data-framer-width\":\"400\",height:\"133\",src:\"https://framerusercontent.com/images/8xG2pkBNWOue4iRxHTUHGXC5jo8.png\",style:{aspectRatio:\"400 / 267\"},width:\"200\"}),/*#__PURE__*/e(\"p\",{children:\"For analytics practitioners, this primer will be a helpful tool for getting your internal customers or stakeholders to up to speed on the field of web analytics. Obviously it doesn\u2019t focus solely on your unique business model or the details of your particular implementation, but it can lay a useful foundation of knowledge to build upon. Even seasoned digital analysts might learn something new from this book. I know I learned during the process of writing it as I identified and filled gaps in my own knowledge.\"}),/*#__PURE__*/t(\"p\",{children:[\"I want to thank everyone who contributed to this primer\u2014in particular those who shared their valuable insights and feedback with me. I look forward to hearing from you after you\u2019ve had an opportunity to read this new book too. My expectation is that this primer will help you to better understand this exciting area of analytics and help improve the return you receive from it. 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