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LESSONS	LEARNED	OVER	A	
DECADE	OF	#MEASURE
eMetrics	-	New	York	
Oct	31,	2017
Adam	Greco,	Analy>cs	Demys>fied
@adamgreco
WHO	AM	I?
• Managed	website	@	CME	Group	
• Employee	#165	@	Omniture	
• Helped	create	consul>ng	prac>ce	@	Omnitu...
@adamgreco
WHEN	I	STARTED	IN	WEB	ANALYTICS
• Webtrends	was	the	800	pound	gorilla	
• There	was	no	Google	Analy>cs	and	only	...
@adamgreco
USE	VISUALS	TO	SHARE	DATA	IF	YOU	
WANT	YOUR	AUDIENCE	TO	
REMEMBER	WHAT	YOU	ARE	SAYING
@adamgreco
SO	A	LOT	HAS	CHANGED,	BUT	
IN	MANY	WAYS	THINGS	ARE	
THE	SAME...
@adamgreco
SOMETIMES	YOU	LOSE	THE	BATTLE,	
BUT	WIN	THE	WAR
@adamgreco
@adamgreco
MARKETING	
CHANNEL
LEADS COST COST/LEAD
Paid	Search 50,000 $106,000 $2.12
Display	Ads 40,000 $78,800 $1.97
E-ma...
@adamgreco
"OUR	CUSTOMERS..."	
IS	BETTER	THAN	
"WE	THINK..."
@adamgreco
@adamgreco
@adamgreco
@adamgreco
Dental
Clown Toy
Supplies
Teeth
Comedy
Jokes
Improv
Gums
@adamgreco
YOU	NEED	TO	COMPLIMENT	
DATA	WITH	FEEDBACK
@adamgreco
Why did you not complete this form?
A. Don't want to get SPAM
B. Too many fields on form
C. Not ready for free t...
@adamgreco
• Voice	of	Customer	(Foresee,	OpinionLab,	etc...)	
• Session	Replay	Tools	(Hotjar,	ClickTale,	Decibel	
Insight,...
@adamgreco
Ogen	>mes,	projects	are	95%	complete	when	
someone	says	"shouldn't	we	add	analy>cs?"
AVOID	ANALYTICS	FIRE	DRILL...
@adamgreco
GET	OUT	OF	YOUR	CUBICLE	&	TALK	TO	
PEOPLE	IN	THE	BUSINESS
@adamgreco
BEING	CREATIVE	CAN	BE	AS	
IMPORTANT	AS	BEING	SMART
@adamgreco
@adamgreco
@adamgreco
@adamgreco
INTEGRATING	DATA	CAN	HAVE	A	
SYNERGISTIC	EFFECT	(1	+	1	=	3)
@adamgreco
MARKETING	+	SALES
@adamgreco
MARKETING	+	SALES
@adamgreco
WHAT	YOU	CHOOSE	TO	ANALYZE	
IS	CRITICAL	TO	YOUR	SUCCESS
@adamgreco
@adamgreco
LOOK	FOR	KPI'S	IN	WHICH	A	
SIGNIFICANT	RISE	OR	FALL	
RESULTS	IN	SOMEONE	BEING		
PROMOTED	OR	FIRED...
@adamgreco
JUST	BECAUSE	YOU	CAN	TRACK	
SOMETHING,	DOESN'T	MEAN	YOU	
SHOULD
@adamgreco
@adamgreco
BUSINESS	REQUIREMENTS	HELP	PROVIDE	
A	FRAMEWORK	FOR	ANALYTICS	SUCCESS
@adamgreco
IMAGINE	THAT	THERE	IS	NO	SPOON
@adamgreco
1. Reverse-engineer	current	implementa>on	into	
business	requirements	
2. Use	your	website/app	and	see	what	que...
@adamgreco
@adamgreco
RELATE	REQUIREMENTS	TO	SOLUTION
@adamgreco
@adamgreco
KNOWING	HOW	TO	USE	YOUR	
ANALYTICS	TOOLS	IS	MORE	
IMPORTANT	THAN	YOU	THINK
@adamgreco
@adamgreco
@adamgreco
@adamgreco
@adamgreco
@adamgreco
PERCEPTION	IS	REALITY	-		
GUARD	YOUR	TEAM'S	
INTERNAL	REPUTATION
@adamgreco
DATA	QUALITY	MATTERS!
@adamgreco
www.alarmduck.com
@adamgreco
WHENEVER	POSSIBLE,	PUT	THINGS	
INTO	FINANCIAL	IMPACT
@adamgreco
@adamgreco
@adamgreco
EMPLOYEES	USUALLY	DON'T	QUIT	
FOR	MORE	$$$,	THEY	QUIT	BECAUSE	
THEY	DON'T	FEEL	VALUED
@adamgreco
TRY	TO	BE	A	THERMOSTAT,	
NOT	A	THERMOMETER
@adamgreco
Immature organizations use
web analytics like they
would a thermometer - as a
way to see the current data
or re...
@adamgreco
Mature organizations use web
analytics like they would a
thermostat - as a way to
change the future
@adamgreco
@adamgreco
ADAM	GRECO	
adam@analy>csdemys>fied.com	
@adamgreco	
www.analy>csdemys>fied.com
Keynote adam greco
Keynote adam greco
Keynote adam greco
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Keynote adam greco

  1. 1. LESSONS LEARNED OVER A DECADE OF #MEASURE eMetrics - New York Oct 31, 2017 Adam Greco, Analy>cs Demys>fied
  2. 2. @adamgreco WHO AM I? • Managed website @ CME Group • Employee #165 @ Omniture • Helped create consul>ng prac>ce @ Omniture • Associated with 1,000+ analy>cs implementa>ons • Senior Director of Web Analy>cs @ salesforce.com • Author of Adobe SiteCatalyst Handbook • Senior Partner @ Analy>cs Demys>fied • Digital Analy>cs Associa>on (DAA) Board Member
  3. 3. @adamgreco WHEN I STARTED IN WEB ANALYTICS • Webtrends was the 800 pound gorilla • There was no Google Analy>cs and only a select few had used or heard of Urchin • Omniture had only a handful of customers (including me!) • Mobile phones weren't "smart" yet and weren't tracked • The only social networks around were LinkedIn, Friendster & MySpace (and they were just launched)
  4. 4. @adamgreco USE VISUALS TO SHARE DATA IF YOU WANT YOUR AUDIENCE TO REMEMBER WHAT YOU ARE SAYING
  5. 5. @adamgreco SO A LOT HAS CHANGED, BUT IN MANY WAYS THINGS ARE THE SAME...
  6. 6. @adamgreco SOMETIMES YOU LOSE THE BATTLE, BUT WIN THE WAR
  7. 7. @adamgreco
  8. 8. @adamgreco MARKETING CHANNEL LEADS COST COST/LEAD Paid Search 50,000 $106,000 $2.12 Display Ads 40,000 $78,800 $1.97 E-mail 10,000 $12,000 $1.20 Super Bowl Ad 5,000 $6,000,000 $1,200
  9. 9. @adamgreco "OUR CUSTOMERS..." IS BETTER THAN "WE THINK..."
  10. 10. @adamgreco
  11. 11. @adamgreco
  12. 12. @adamgreco
  13. 13. @adamgreco Dental Clown Toy Supplies Teeth Comedy Jokes Improv Gums
  14. 14. @adamgreco YOU NEED TO COMPLIMENT DATA WITH FEEDBACK
  15. 15. @adamgreco Why did you not complete this form? A. Don't want to get SPAM B. Too many fields on form C. Not ready for free trial D. Other ________________
  16. 16. @adamgreco • Voice of Customer (Foresee, OpinionLab, etc...) • Session Replay Tools (Hotjar, ClickTale, Decibel Insight, etc...) • Usability Hub (www.fivesecondtest.com) • Focus Groups • Etc... COMPLIMENT DATA WITH FEEDBACK
  17. 17. @adamgreco Ogen >mes, projects are 95% complete when someone says "shouldn't we add analy>cs?" AVOID ANALYTICS FIRE DRILLS • You need to build analy>cs into exis>ng processes so they are thought of when projects begin, not near the end • Rushing to add tracking produces sub- op>mal results that make your team look bad • You should refuse to add tracking when it is an ager-thought or they will never learn a lesson!
  18. 18. @adamgreco GET OUT OF YOUR CUBICLE & TALK TO PEOPLE IN THE BUSINESS
  19. 19. @adamgreco BEING CREATIVE CAN BE AS IMPORTANT AS BEING SMART
  20. 20. @adamgreco
  21. 21. @adamgreco
  22. 22. @adamgreco
  23. 23. @adamgreco INTEGRATING DATA CAN HAVE A SYNERGISTIC EFFECT (1 + 1 = 3)
  24. 24. @adamgreco MARKETING + SALES
  25. 25. @adamgreco MARKETING + SALES
  26. 26. @adamgreco WHAT YOU CHOOSE TO ANALYZE IS CRITICAL TO YOUR SUCCESS
  27. 27. @adamgreco
  28. 28. @adamgreco LOOK FOR KPI'S IN WHICH A SIGNIFICANT RISE OR FALL RESULTS IN SOMEONE BEING PROMOTED OR FIRED...
  29. 29. @adamgreco JUST BECAUSE YOU CAN TRACK SOMETHING, DOESN'T MEAN YOU SHOULD
  30. 30. @adamgreco
  31. 31. @adamgreco BUSINESS REQUIREMENTS HELP PROVIDE A FRAMEWORK FOR ANALYTICS SUCCESS
  32. 32. @adamgreco IMAGINE THAT THERE IS NO SPOON
  33. 33. @adamgreco 1. Reverse-engineer current implementa>on into business requirements 2. Use your website/app and see what ques>ons can be added 3. Interview execu>ves/stakeholders to get business ques>ons 4. Work with stakeholders to priori>ze business requirements DON'T HAVE BUSINESS REQUIREMENTS?
  34. 34. @adamgreco
  35. 35. @adamgreco RELATE REQUIREMENTS TO SOLUTION
  36. 36. @adamgreco
  37. 37. @adamgreco KNOWING HOW TO USE YOUR ANALYTICS TOOLS IS MORE IMPORTANT THAN YOU THINK
  38. 38. @adamgreco
  39. 39. @adamgreco
  40. 40. @adamgreco
  41. 41. @adamgreco
  42. 42. @adamgreco
  43. 43. @adamgreco PERCEPTION IS REALITY - GUARD YOUR TEAM'S INTERNAL REPUTATION
  44. 44. @adamgreco DATA QUALITY MATTERS!
  45. 45. @adamgreco www.alarmduck.com
  46. 46. @adamgreco WHENEVER POSSIBLE, PUT THINGS INTO FINANCIAL IMPACT
  47. 47. @adamgreco
  48. 48. @adamgreco
  49. 49. @adamgreco EMPLOYEES USUALLY DON'T QUIT FOR MORE $$$, THEY QUIT BECAUSE THEY DON'T FEEL VALUED
  50. 50. @adamgreco TRY TO BE A THERMOSTAT, NOT A THERMOMETER
  51. 51. @adamgreco Immature organizations use web analytics like they would a thermometer - as a way to see the current data or report on the past @adamgreco
  52. 52. @adamgreco Mature organizations use web analytics like they would a thermostat - as a way to change the future @adamgreco
  53. 53. @adamgreco
  54. 54. ADAM GRECO adam@analy>csdemys>fied.com @adamgreco www.analy>csdemys>fied.com

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