* Google Analytics User conference Belgium 2015 presentation * The size and speed of our digital data is growing at an enormous pace, and more datasources are added each day. We all have an enormous pool of data at our disposal that can give us magical insights about our brands. But it is easy to get lost in all this data and lose focus on what really matters. During this talk we will share our way of working at Colruyt Group and how we manage to keep data simple and work more closely with our stakeholders to build the most suitable dashboards.

1. THE
RIGHTMETRICS
7 8 iw 6
FINDING
DASHBOARD BUILDING
DEVID DEKEGEL • COLRUYT GROUP • #GAUCBE

2. HELLO
#GAUCbe!
ABOUT MY JOB
• Digital Analyst
• 24 Brands
• 36 Digital pla5orms
• Lots of reports and dashboards
ABOUT ME
• Former digital marketeer
• Background in design
• 2 kids
• Street art & Sketchnotes

3. It takes time: Structure @ Colruyt Group
(
COM. DPT
UX SPECIALISTS
DIGITAL ANALYTICS
BRAND
MARKETING TEAM
BRAND BRANDBRAND
MANAGEMENT
MEDIA STRATEGY
@Devid_d / #GAUCbe

4. It takes time:
@Devid_d / #GAUCbe
Evolution @ Colruyt Group
(
2012
• Basic Google analy>cs
implementa>on
• Powerpoint + Excel
repor>ng

5. It takes time:
@Devid_d / #GAUCbe
Evolution @ Colruyt Group
(
2012
• Basic Google analy>cs
implementa>on
• Powerpoint + Excel
repor>ng
2013
• Semi-­‐advanced
Google analy>cs
implementa>on
• Excel + Google
Analy>cs dashboards

6. It takes time:
@Devid_d / #GAUCbe
Evolution @ Colruyt Group
(
2012
• Basic Google analy>cs
implementa>on
• Powerpoint + Excel
repor>ng
2013 2014
• Semi-­‐advanced
Google analy>cs
implementa>on
• Excel + Google
Analy>cs dashboards
• Tag Management
• Universal Analy>cs

7. It takes time:
@Devid_d / #GAUCbe
Evolution @ Colruyt Group
(
2012
• Semi-­‐automa>c
dashboards
• Semi-­‐automa>c
campaign repor>ng
• KPI/Dashboarding
workshops
• Mul>ple
datasources
• Basic Google analy>cs
implementa>on
• Powerpoint + Excel
repor>ng
2013 2014 2015
• Semi-­‐advanced
Google analy>cs
implementa>on
• Excel + Google
Analy>cs dashboards
• Tag Management
• Universal Analy>cs

8. WHAT
IS A
DASHBOARD?
“A dashboard is a graphical
summary of various pieces of
important information”

9. Dashboards:
There’s a lot of them…
@Devid_d / #GAUCbe
Y
3D LOVERS…

10. WANNABE PILOT…
Dashboards:
There’s a lot of them…
@Devid_d / #GAUCbe
Y

11. DotDotDot…
Dashboards:
There’s a lot of them…
@Devid_d / #GAUCbe
Y

12. Clean…
Dashboards:
There’s a lot of them…
@Devid_d / #GAUCbe
Y

13. Compact…
Dashboards:
There’s a lot of them…
@Devid_d / #GAUCbe
Y

14. • Accurate
• Easy to read
• Fast
• Compact
• Provide insights
• Drive acGon
• NOT reports
Dashboards:
@Devid_d / #GAUCbe
Y
Tip:
Do the “tell-­‐me-­‐a-­‐story-­‐test”…

15. FINDING
METRICS
THAT MATTER

16. Workflow:
@Devid_d / #GAUCbe
( 2 Framework
1 Scorecard
3 Metrics
4 Visualization

17.
SCORECARDS:
@Devid_d / #GAUCbe
(
Tip:
De Internet Scorecard 2.0
by Geert-­‐Jan Smits & Joost Steins Bisschop
1

18.
SCORECARDS:
@Devid_d / #GAUCbe
(
1

19. USE A
FRAMEWORK:
@Devid_d / #GAUCbe
(
REACH ACT CONVERT ENGAGE
2

20. USE A
FRAMEWORK:
@Devid_d / #GAUCbe
(
REACH ACT CONVERT ENGAGE
Where
do they
come
from ?
What
do they
do?
What
are the
results?
How
do we
retain
them?
“This is my framework.
there are many like it, but this one is mine…”
2

21. USE A FORMULA:
@Devid_d / #GAUCbe
(
? QUESTION
= DIMENSION
+ METRIC
!!! ANSWERS
3

22. @Devid_d / #GAUCbe
( ? ……………..
= ……+ ……
!!! …………….
USE A FORMULA:
3

23. @Devid_d / #GAUCbe
( ? QUESTION
= ……+ ……
!!! …………….
USE A FORMULA:
3

24. @Devid_d / #GAUCbe
(
USE A FORMULA:
3

25. @Devid_d / #GAUCbe
(
? ”I Want to know
the value of my
marketing channels”
USE A FORMULA:
3

26. @Devid_d / #GAUCbe
(
? ”What are our users
looking for?”
USE A FORMULA:
3

27. @Devid_d / #GAUCbe
(
? ”What are users looking for
AND get no results?”
Tip:
Don’t be afraid to use custom dimensions and
metrics to answer specific quesHons.
USE A FORMULA:
3
Custom dimension

28. Build it:
@Devid_d / #GAUCbe
(
REACH ACT CONVERT ENGAGE
Tip:
Keep it compact.
Avoid too many elements in one dashboard
4

29. REMEMBER:
@Devid_d / #GAUCbe
(
• Don’t start solo
• InteracGon is key
• Detect the needs
• Educate your clients / colleagues

30. BUILDING THE
DASHBOARD
METHODS AND TOOLS

31. Dashboarding
tools:
@Devid_d / #GAUCbe
Google Analytics
• Integrated & Free
• Good Interface
• Easy to use
• Limited

32. Dashboarding
tools:
@Devid_d / #GAUCbe
Tableau
• Massive amount of customizaGon
• Good Interface
• Many datasources
• local & cloud version

33. Dashboarding
tools:
@Devid_d / #GAUCbe
KLIPFOLIO
• Good amount of customizaGon
• Nice Interface
• Many datasources
• Cloud soluGon

34. CONCLUSION
& KEY TAKEAWAYS
• Interaction makes work easy ;
involve your clients / colleagues
• Use custom dimensions and metrics
• try different dashboard tools
• Respect visualizing rules
• It takes time to get to the perfect result

35. ANY
QUESTIONS?
THANK YOU #GAUCBE
devid_d / devid.dekegel@colruytgroup.com