Creating a Culture of Analytics

Creating a Culture of
Analytics
John Lovett
Senior Partner, Web Analytics Demystified
@johnlovett

Insights from Web Analytics Demystified
www.webanalyticsdemystified.com

Thursday, May 27, 2010

Lessons Learned Camping Under a Glacier

Change is constant

Micro details shape the macro picture

Culture evolves at a glacial pace

4


Business Culture Is:
“A blend of the values, beliefs, taboos, symbols,
rituals and myths all companies develop over
time.”
~ Entrepreneur


Agenda: Creating A Culture of Analytics
Find True North

Create a Waterfall Strategy

Become a Storyteller

6


FIND TRUE NORTH


True North Within the Enterprise

8



Gut Feel
8


Data Driven

Gut Feel
8


Data Driven

Traditional

Gut Feel
8


Data Driven

Innovative Traditional

Gut Feel
8


Data Driven
Confucianism


Gut Feel
8


Data Driven
Confucianism


Darwinism
Gut Feel
8


SUCCESS IS
HARD TO FIND

9


THERE ARE NO
DIRECTIONS YOU
CAN FOLLOW ...


THERE IS ONLY
PEOPLE,
PROCESS,
AND
TECHNOLOGY


Assess Your People
People are critical to analysis

Individual analysts cannot succeed alone

Analytics is a team eﬀort

12


LEADERSHIP IS
ESSENTIAL

Flickr: le_phi72 13


Assess Your Process

14


Assess Your Process
1. Who within your organization comes into contact with digital data?

14


Assess Your Process

2. What sources of digital data are used for analysis and insights?

14


Assess Your Process


3. Where are the pockets of digital data success or resistance within your company?

14


Assess Your Process



4. When is digital data disseminated throughout your organization?

14


Assess Your Process




5. Why are some digital data projects more successful than others?

14


Assess Your Process




5. Why are some digital data projects more successful than others?

6. How does digital data currently aﬀect change within your organization?

14


Instill a Test & Learn Practice
Organize
Hypothesize
Summarize
Proselytize

15


Assess Your Technology
Simple presentation tools
Flexible data repositories
Powerful data manipulation environment
Rich analytical modeling capabilities

16


Beware the Wobbly Technology Stack

Flickr: escher 17


Recognize Your Capabilities

Visitor Scope of Insight Session
Voice of
Customer Social
Web
Analytics Analytics

Integrated View of Visitor Behavior

Customer
Experience
Mgt

Quan4ta4ve Type of Data Qualita4ve

18


True North Ain’t Always Pretty
Take a realistic assessment of your company

Identify levers that trigger change

Understand your measurement capabilities

19


CREATE A WATERFALL
STRATEGY

The Waterfall Strategy
Corporate Goals

Business Objectives

Measures of Success

Operational Tactics

21


The Waterfall Strategy: Goals
Corporate Goals = Vision

Understand, embrace and support
Socialize goals widely
Leverage motivating factors

22


The Waterfall Strategy: Objectives
Business Objectives = Strategy

Foster Dialog
Promote Advocacy
Facilitate Support
Spur Innovation

23


The Waterfall Strategy: Measures
Measures of Success = Management

Key Performance Indicators…
Provide context
Set expectations
Mandate actions

24


The Waterfall Strategy
Operational Tactics = Execution

Speciﬁc campaigns
Channel preferences
Closed loop feedback

25


A Social Marketing Example...
Goal

Objective

Measures

Tactics
26


Goal Increase Awareness

Objective

Measures

Tactics
26



Objective Foster
Dialog!

Measures

Tactics
26



Objective Foster
Dialog!

Measures Share
of Voice!

Tactics
26



Objective Foster
Dialog!

Measures Share
of Voice! Audience
Engage-
ment!

Tactics
26



Objective Foster
Dialog!

Measures Share
of Voice! Audience
Conversa-
tion Reach!
Engage-
ment!

Tactics
26


SOCIAL BRANDING

• http://www.youtube.com/watch?
v=am1PlnbWHAY

27


USE A MEASUREMENT FRAMEWORK

30


THE FRAMEWORK BEGINS WITH GOALS

!"#$%&''
(%)*+,-.'
/"%&0'

31


...FROM GOALS STEM OBJECTIVES

!"#$%&'
()*+",'

465&'
!"#$%&''
-&"."$%'
788"1*9"8'(%)*+,-.'/01"2*23'
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4566"&$'

32


...THEN MEASURES OF SUCCESS
./01%#,%*
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"7*8"1,%* +%(,-*

>";1,* !"#$%&' .,)$%*
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!"#$%&'' .0$",(5%*
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+()"* 788"1*9"8'(%)*+,-.'/01"2*23' :#</%#,%*
/"%&0'

:0%(* !*2)+)$*$%' .0$",(,9*
:4;(,5* 4566"&$' :4;(,5*

+%'"=/)"#* 6()'7(,)"#*
+(5%* 6,"&%*
+%'"=/)"#*
>14%*

33


TACTICS...
./01%#,%*
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"7*8"1,%* +%(,-*

>";1,* !"#$%&' .,)$%*
>&%#0'* ()*+",' .0$",(5%'*

6%#)4%#5* 465&'
!"#$%&'' .0$",(5%*
-&"."$%'
+()"* 788"1*9"8'(%)*+,-.'/01"2*23' :#</%#,%*
/"%&0'

:0%(* !*2)+)$*$%' .0$",(,9*
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+%'"=/)"#* 6()'7(,)"#*
+(5%* 6,"&%*
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34


./01%#,%*
2#3(3%4%#5*
6-(&%* !"#$%&'()"#*
"7*8"1,%* +%(,-*

>";1,* !"#$%&' .,)$%*
>&%#0'* ()*+",' .0$",(5%'*

6%#)4%#5* 465&'
!"#$%&'' .0$",(5%*
-&"."$%'
+()"* 788"1*9"8'(%)*+,-.'/01"2*23' :#</%#,%*
/"%&0'

:0%(* !*2)+)$*$%' .0$",(,9*
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+%'"=/)"#* 6()'7(,)"#*
+(5%* 6,"&%*
+%'"=/)"#*
>14%*

35


A Waterfall Strategy Carries Ideas...
Facilitates collaboration with multiple stakeholders

Sets expectations and mandates actions

Introduces process amid potential chaos

Places eﬀorts in business context
36


BECOME A STORYTELLER


Cultures Are Built Upon Stories
Master the art of good storytelling

Support stories with evidence and facts

Celebrate successes by sharing stories

38


Elements of a Good Story...
A good story:
begins with a strong dilemma...
that builds to a crisis...
which forces a decision and action...
leading to a resolution...
by the protagonist.

39


- dilemma...
- crisis...
- decision...
- resolution...
Flickr: gjik
- Hero. 40


Just the Facts Please

“In God we trust. All others bring data.”
~W. Edwards Deming

41


The Devil’s in the Details
Oﬀer “appetizer” information

Avoid hieroglyphics

Understand your organization’s hierarchy of needs

42


The Analytical Hierarchy of Needs

Recommenda4ons

Insights
Informa4on
Data
43


Celebrate Success
Create internal heroes and legends

Showcase capabilities through storytelling

Oﬀer plentiful opportunities to learn

44


Flickr: cotmweasel 45


What’s Your Story?
Make it familiar

Ensure it’s meaningful

Tell it with conviction

46


Building a Culture of Analytics
Find true north

Create a waterfall strategy

Become a storyteller

47


Want To Learn More?

48


John Lovett, CWA
Senior Partner, Web Analytics Demystiﬁed
John.Lovett@webanalyticsdemystiﬁed.com
(603) 262-5636 or @johnlovett

Insights from Web Analytics Demystified
www.webanalyticsdemystified.com


Creating a Culture of Analytics

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