Examines why analytics is often the very last thing to be considered on a project and ways to ensure that it's considered at the very beginning

1. Charles Meaden
Baking Analytics Into Your Digital Projects

2. 30 Seconds About Me…
• Founded Digital Nation 17 years ago
• Analysing websites for 19 years
• 4th time at Measurecamp, 4th talk

3. I’m A Frustrated Man…
• After 17 years, surely getting
analytics right can’t be that
difficult
• But seemingly it is…
• Craig Sullivan estimates that up to
95% of all implementations he
has looked are wrongly configured

4. Meet Helen

5. Why Is This An Issue?
•Shit in
•Shit Out

6. A Quote from Frank Lloyd Wright
• "Its far cheaper to use an eraser on the drafting table than
a sledgehammer on the construction site"

7. What’s Baking Got to Do with It?
• Baking and web / mobile development require lots of ingredients
• Some are more obvious than others
• Consider this ingredient
• Analytics is just like baking powder
• Unseen but pretty essential

8. We need to mix some Mary

9. With Some Heston

10. Who Is To Blame For This
• Agencies
• Developers
• Our Clients
• HIPPO’s

11. Full Service Agencies / Design Agencies
• “We have considerable experience in Analytics”
• really means
• “We know a freelancer who’ll do it on the cheap”

12. Why Are They Not Engaged?
• Don’t want their own homework marked
• It’s not an easy sale
• Clients haven't asked for it, so why should they push it
• Don’t have the skills available in house

13. Developers
• “I’d be delighted to take
look at your specification
document”
• Really means
• “I’ll put the code where I
think is best”

14. Why Are They Not Engaged?
• Fed up with being briefed by marketing folk
• Lack of understanding on the tools available
• It’s just another tag to be implemented
• Arrogance

15. Clients
• “We need to know what’s happening on our website”
• really means
• “Please don’t ask us what’s important to us as we don’t know”

16. Why Are They Not Engaged?
• Lack of knowledge and understanding
• Perception that it’s not their job
• Scared of challenging their supplier / agency
• Some of them don’t care

17. Hippos
• “Analytics are the heart
beat of our
organisation”
• really means
• “How many hits did we
have last week”

18. Why Are They Not Engaged?
• Not reported in a language they understand
• The value of analytics hasn’t been communicated to them
• Lack of confidence due to the previous bad implementations

19. How do we bake analytics in?

20. Engage With Everyone In The Process
• “I never design a building before I've seen the site and met the
people who will be using it. - Frank Lloyd Wright
• Make sure that analytics is on the agenda as early as possible
• Speak in their language
• Find out what will get them a pay rise
• Be persistent

21. Always Be Educating
• Work out where there is a lack of knowledge
• Time taken to educate will repeat rewards long term
• Screenshots and screencasts rock
– Snagit and Camtasia from Techsmith are worth checking out

22. Specify To The Nth Degree
• Be very precise about
what you what
• Explain why you need
it and what the
benefits are
• Use examples,
dummy data and
wireframes to explain
your points

23. Get and Keep Getting Feedback
• Keep on asking whether analytics is providing the right information
and insight
• Ask how it could be improved
• That way you keep in on the agenda

24. Calculate The Cost Of ‘Bad Analytics’
• Find examples of where bad analytics cost them money
• Show the downside and then the upside
• Make sure the value of your analysis is more than your invoice

25. Don’t Assume
As it makes an ass out of you and me

26. Thank You
• Twitter @charlesmeaden
• Blog www.alwaysbetesting.co.uk
email charles@digitalnation.co.uk