Analytics to action
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How 12 minutes a day on analytics can help you get senior management support, build social capital and help your intranet and digital workplace teams deliver great employee experiences to staff
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Analytics to action
- 1. Analytics to action – 12 mins per day
- 4. High street
- 5. Spreadsheet
- 10. Action Analytics 12 minutes a day
- 11. But why ?
- 13. Not a talk about tools $$$$ $$$ $$ $ 0 Beginner Intermediate Mature
- 14. Not a talk about tools $$$$ $$$ $$ $ 0 Beginner Intermediate Mature bit.ly/analytics-rpt
- 15. Stop Think
- 18. Comms Reach
- 19. Comms readership
- 20. News items
- 21. Discovery
- 24. Data puke
- 25. Data graph
- 27. Quick win
- 29. Framework example Analysis Insight Lots of people came into the shop Analysis Due to the All Black team visiting the business Impact Great profits that week Recommendation Invite the All Blacks back
- 30. Analysis Home page viewers / News Readers 544 / 421
- 31. Insight Home page viewers / News Readers 544 / 421 133 didn’t read news
- 32. Data squirrel
- 33. Present
- 34. 133 staff didn’t read news 74% Staff read a news Item OneMonth Numbers for good
- 35. Super hero 74% Staff read a news Item OneMonth Impact Sales (100pax) Other (33pax) 133 staff didn’t read the news Recommendation Comms: more sales related news items Intranet: Talk to sales line managers about why
- 36. 12 min a day 1 hr a week 40 hrs a year
- 37. Customer analytics • Reach • Readership Comms • Efficiency • Money • Health and safety Operations • Segmented by user • Who has and hasn’t visited / used information HR • Users • Most used • Segmented users • Unused content Site owner
- 38. Customer analytics • Reach • Readership Comms • Efficiency • Money • Health and safety Operations • Segmented by user • Who has and hasn’t visited / used information HR • Users • Most used • Segmented users • Unused content Site owner • # Real staff that saw item • For each item number who read some/all of item • Users starting process • Users ending process • Steps not completed • Users not doing process • Departments using content most / least • Individuals did / didn’t use content • Users • User department • Content most/least used Possible measures
- 41. Hour 2
- 42. Hour 3
- 43. Hour 4 • Analysis • Insight • Impact • Recommendation 74% Staff read a news Item OneMonth 133 staff didn’t read the news Recommendation Comms: more sales related news items Intranet: Talk to sales line managers about why Impact Sales (100pax) Other (33pax)
- 45. Photo credits • Other photos https://unsplash.com/ • Female super hero https://commons.wikimedia.org/wiki/File:Placeholder_female_superhero_ c.png • Silver bar https://www.flickr.com/photos/105572614@N04/10304332216 • Dirt pile https://www.flickr.com/photos/chrishunkeler/20803908801
Editor's Notes
- Hi everyone. You, me everybody in the digital workspace and intranet world is frustrated. You have this great tool the intranet or set of tools, the digital workplace. And you are responsible for it. And you’re frustrated, frustrated because the senior team don’t see value in the great skills you have and how you apply those to your intranet or digital workplace.
- How do I know you’re frustrated ? How do I know senior support is hard to get ? Because getting here was hard work, your projects are few and far between. Not getting the money tells me the senior team don’t understand the value you have to give. So today I’m going to be your guide , I’m going to help you take the first steps in getting more money and more senior team support for your online projects.
- Go on a journey with me. This is a story about Cantherine from Communications. Comms Catherine loves her job, internal and external communications. She is a key customer of ours, and everything about her applies to your other major stakeholders e.g. HR or Operations
- Now Catherine is more high street than ….
- Than spreadsheet And analytics makes her want to….
- SCREAM
- My name is Dorje McKinnon and I run a company called Vajra
- … it is New Zealand’s number one intranet and digital workplace consultancy
- ……well it is actually New Zealand’s only intranet consultancy
- In this session I’m here to talk about driving action through your use of analytics, all in 12 minutes a day.
- But why ? Why did I make this talk ? And more importantly Why did StepTwo put it on the programme. They aren’t short of people wanting to share stuff
- Well it is because I think that analytics gives digital workplace teams some low hanging fruit. Something you can use to build up political and social capital (favours) with your organisations to do even more valuable work
- This is not a talk about analytics tools. You don’t have time to analyse allt he tools available so I wrote a report about this last year. So stand on my shoulders so that you look great. If you want the report then you can get ….
- You can get the report from this url What I did discover while researching the report is that organisations with strong senior management support for their digital workplaces and intranets also tended to have good analytics. And the defining thing was …..
- They had spent time thinking about analytics not just putting in a tool. They had considered who the customer, for their analytics work was, what the customer cares about, and how they should present the analytics to drive change in their customer. Now …..
- Lets come back to our story. Think about Comms Catherine. What does she do ? [elicite answers] Produces content ?
- What does she care about ? [elicite answers] What is she measured on ?
- Reach – at it’s most basic reach is the number of people who saw the news item, or if you have an Enterprise social network [who has one?] the number of people who interacted with it (like, share, clicked link etc) Note : real people is important , not just the shares / clicks etc
- The second key metric for Comms Catherine is Readership – number who skimmed headlines, number who clicked through to more, number who got to the end of the article.
- Here is Ngāi Tahu’s news section of their intranet – ((when is Donald’s talk , before or after)) So what is the next step after we’ve done our thinking and working out what drives our customers ?
- Find out what data you have, so that you can start answering giving better analytics to Comms Catherine (for example).
- If you’re in SharePoint Online you get this out of the box. Home page usage report. Gives us hits (which some call How Idiots Track Success) and Unique users But how do you use it?
- News site usage report Ok so this is the visitors to the actual news items but again how does this help?
- We could just puke up the data to Comms Catherine, but we know she isn’t a big fan of spreadsheets. More high street than spreadsheet
- We could make it a bit better by graphing the data, but this gives the impression that things are getting better
- Hang on though – we’re all intranet super heros. We want to do such a good job that senior staff support us in our work, relieving our frustrations. We know our customer, Comms Catherine so we should make the data work for her, make her feel good because she’s done a good job Yeah? Or make her work harder because there is still a gap ? Right! You don’t want to be the only ones working hard. But how do we do that ?? – Boy have I got a deal for you.
- Here is your lotto prize
- By doing a little more thinking and not reinventing the wheel we can deliver more value with the same information.
- Sticking with our framework we could roll the numbers up for one month as our Analysis
- Our insight is that 133 staff didn’t read the news this month
- Now this is better. We have all our data. But is it easy for Comms Catherine to understand ? No so much
- Presenting our analytics in the right way will ensure we get the political capital we need to do more good work, but it will also help drive our customer to change positively.
- So we combine the information and present it as a summary for the month. What elements of our analysis / insights / impact and recommendation ? Yep we have the analysis and insight. How can we get the impact and recommendation into the analytics ? We can do better than this can’t we ?
- Although why she still has a smile on her face when 36% of staff don’t read the news I’m not sure
- So the better solution is something that she can relate to.
- So the better solution is something that she can relate to.
- Hour 1 If you don’t know who this is then you should – for intranet, digital workplace and website analytics Spend your first hour reading this article and thinking about how it relates to your situation.
- In your second hour work out what analytics you have available right now. For SharePoint online you have the Popularity Trends or / Usage reports.
- Do some thinking Who is your boss , what do they care about, can analytics you have access to help them? Who are your key customers, what do they care about, can analytics you have access to help them?
- Improve what ever you deliver right now by ensuring all 4 items of our framework are part of every report. Analysis Insight Impact Recommendation