By: Elena Grace Flores
Jim Sterne of the Digital Analytics Association and founder of the eMetrics Summit shared with us his insights into all things data and analysis, in a way that was both very informative and highly entertaining. Jim is known as the “Godfather of Analytics” and you will learn why as you listen to this episode in this InnovaBuzz podcast by Innovabiz: http://innovabiz.com.au/podcasts/episode-31-jim-sterne-of-the-digital-analytics-association/
The Google Analytics generic dashboard is unlikely to be useful for most people. You should start with “What am I trying to accomplish?” and “How do I measure success?” The build your reports and dashboard accordingly. There is NO single number that identifies if you are doing a good job with your website, you need to track things that give you insights into what you are trying to accomplish. Curiosity is the most important trait any data analyst can have. The data leads to a bunch of questions and hypotheses, that can be tested.
The three critical steps to start an analytics project are 1. Install the proper tags so that you are confident to have good data; 2. In the data, look for anomalies, which can give valuable insights; 3. Segment your site visitors into groups that represent different behaviors. It’s important as analysts to keep your eyes on the four business reasons, the four goals that an organization has. If you can relate whatever your nugget of insight is to those four, then people will listen. They are increased revenue, decreased cost, increased customer satisfaction, and increased capabilities. One of the biggest challenges of most websites, is that the number of visitors are relatively small (thousands) and the data may well be statistically insignificant. So we are trying to draw conclusions and insights from insufficient data. If there was a number one thing, you could do to differentiate yourself then we would all be the same!
Try stuff. Throw the spaghetti at the wall and see what sticks. Be willing to take a risk.