You know to track analytics, but how do you take that information and turn it into action?

1. Analytics Deep Dive:
Sharing Actionable Insights
Heather Blackmon
Director, Digital Strategy
@hblackmon
#DSD14

2. Sharing Actionable Insights
You know you should track analytics -
how are you turning that data into action?
@hblackmon #DSD14

4. Identify “Critical Few” Metrics to Share
• Map the stages of your customer journey. What are key
metrics of success?
• Identify (no more than) 6 Metrics
• Obtain buy-in from all stakeholders
@hblackmon #DSD14

5. Identify “Critical Few” Metrics to Share
Become aware of hearing problem
Recognize need to have hearing checked
Obtain Diagnosis
Understand impact of hearing loss
Compare hearing solutions
Confirm chosen technology
is suitable
Identify and compare
models
Evaluation
Surgery
Awareness
SEO, Press Coverage, Paid Search, Traditional Ads,
Clinics, Direct placement ads, Display advertising,
Social mentions, Sponsorships
Engagement
Website, Email, Social Media, Online
Communities, Reviews, Blog, Social mentions
Adoption
Reviews, Website, Online Communities
Customer Relationship
Online Community, Email, Website
Entice
Enter
Engage
Visits
Leads
Conversion

6. Gather Supporting Data
• Identify & gather supporting data
• Determine targets/goals
• Set thresholds for action (ex: 25% increase)
• Determine update frequency (daily, weekly)
Eliminate anything that doesn’t
drive an action.

7. Gather Supporting Data
• Dashboards to track progress & identify areas for investigation
• Required from all vendors/agencies to understand full picture
(ie: search, social, etc)
• What you gather may change over time – what are you doing
with the data?
Supporting data for internal team only.

8. Gather Supporting Data

10. Analyze & Determine Actions
• Analyze supporting metrics to determine insights. Ask:
– What does that mean? So What?
– What can you pull out of the data?
• Determine action plans around each insight
– What needs to change?
– Who will own it?
– When will it be complete?

12. Communicate in Meaningful Way
• Don’t just report data, share insights & actions
• Action dashboards communicate the results & plans:
 One per “critical few” metric
 Trend Graph
 Key trends & insights
 Action Plan
 Impact on company
Use simple terms to communicate – remember your audience!

13. 4 Key Takeaways
1. Identify “Critical Few” Metrics
2. Gather Supporting Data
3. Analyze & Determine Actions
4. Communicate in Meaningful Way

14. Let’s Connect
Heather Blackmon
Director, Digital Strategy
@hblackmon
heather@cochlear.com
#DSD14