This document provides guidance on using analytics without feeling overwhelmed. It outlines 5 principles for finding valuable analytics insights: 1) Avoid vanity metrics that don't impact business, 2) Focus on customers, 3) Track whether customers return, 4) Track your customer funnel, and 5) Establish your own benchmarks for comparison over time. It also provides 4 tactics for using Google Analytics, including setting up goals and funnels to track customer actions and conversions. Customer analytics is recommended for a more complete view of customers rather than anonymous traffic data alone.
OpenShift Commons Paris - Choose Your Own Observability Adventure
How to Start Using Analytics Without Feeling Overwhelmed
1. HOW TO START USING ANALYTICS WITHOUT FEELING
OVERWHELMED
Lars Lofgren
Marketing Analyst - June 2012 info@kissmetrics.com - Confidential - Do not distribute
45. 5 Guiding Principles to Find Treasure
1 Avoid vanity metrics
2 Focus on customers
3 Find out if customers come back
4 Track your funnel
5 Establish benchmarks
46. 4 Google Analytics Tactics
1 Avoid vanity metrics
2 Setup Google Analytics goals
3 Use those magic buttons for goal data
4 Build a funnel
blog.kissmetrics.com/critical-goal-types
50. Every point of engagement for a customer
“IT’S NOT JUST ANONYMOUS NUMBER...THESE ARE PEOPLE AND I CAN ACT ON THAT.”
51. Why is customer analytics so great?
1 Add accountability to your marketing
2 No vanity metrics
3 Build funnels to match your business
4 Know what your customers are using
53. Other options?
Pay an engineer $100,000+ in salary
to build it for you.
54. Q&A Time!
Lars Lofgren
llofgren@kissmetrics.com
@larslofgren
Editor's Notes
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Let’s take an Apple product for example.\nIt’s obvious to use Apple as a case study for user experience. Their whole business model is built on UX and delighting their customers.\n
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Let’s take an Apple product for example.\nIt’s obvious to use Apple as a case study for user experience. Their whole business model is built on UX and delighting their customers.\n
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Let’s take an Apple product for example.\nIt’s obvious to use Apple as a case study for user experience. Their whole business model is built on UX and delighting their customers.\n
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Let’s take an Apple product for example.\nIt’s obvious to use Apple as a case study for user experience. Their whole business model is built on UX and delighting their customers.\n
Let’s take an Apple product for example.\nIt’s obvious to use Apple as a case study for user experience. Their whole business model is built on UX and delighting their customers.\n
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I’d like to show a report of how people are engaging with a business over time. I thought this slide was perfect but I’m open to other ideas.\n
Let’s take an Apple product for example.\nIt’s obvious to use Apple as a case study for user experience. Their whole business model is built on UX and delighting their customers.\n