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Web Analytics Maturity Model

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Stéphane Hamel
Stéphane Hamel

Presentation at eMetrics Marketing Optimization Summit (San Jose, May 2009), about the Web Analytics Maturity Model I'm working on.

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Establishing your Online Analytics Maturity Stéphane Hamel immeria.net San Jose, May, 2009
Web Analytics Maturity 5. Competing on analytics Management 4. Culture 3. Senior management 5 2. Director 1. A project 0. No champion 4 Tools Objectives Strategic .5 3 5. Competing on analytics CRM .4 4. Business Optimization eMarketing .3 3. eBusiness Optimization Behaviour Optimization .2 2 2. eMarketing Optimization Web metrics .1 1. Request list No web analytics .0 0. Undefined 1 Methodology Scope Agile approach .5 5. Competing on analytics Agile methodology (online) .4 4. Online ecosystem Continuous improvement process .3 3. Single website Department/team metho .2 2. Specific online activity/sector Analyst’s own .1 1. HiPPO No methodology .0 0. Improvisation Experienced/multidisciplinary .5 Multidisciplinary .4 Distributed team .3 Resources Single analyst .2 Project approach .1 Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net No dedicated resources .0
Critical Success Factors “...critical activities required for ensuring the success of your business. ... The term was initially used in the world of data analysis, and business analysis.” Wikipedia Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
Critical Success Factors Management Objectives Scope Resources Methodology & process Tools & Technology Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
Champion  Management role or strong influence  Promote web analytics  To higher management  Collaborators  Teams  Change agent  Approve and defend the strategy, goals & objectives Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
Roadmap Overall Business • What is this business trying to accomplish? Strategy • What are the short and long term objectives to Goals & Objectives achieve the strategy? Key Business • What are the important execution steps to meet the goals & objectives? Drivers Key Performance • What measure of success are tied to the drivers? Indicators • What are the detailed measures that feed and Supporting Metrics augment the KPIs? Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
Management 5. Competing on analytics 4. Part of the culture 3. Senior manager 2. Director or team lead 1. Project manager 0. No champion Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
Be SMARTer! Specific Measurable Achievable Realistic Timely Ethical/Engaging Resources Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
Objectives 5. Competing on analytics 4. Business optimization 3. eBusiness optimization 2. eMarketing optimization 1. Request/task list 0. Undefined Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
Ecosystem « a system formed by the interaction of a community of organisms with their physical environment » WordNet, Princeton University Graph generated with touchgraph.com Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
Scope 5. Competing on analytics 4. Online ecosystem 3. Single website 2. Specific online activity/sector 1. HiPPO 0. Improvisation Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
Ultimate Team Strategy Business Goals Q&A Business requirement & Actionable insight objectives Empowered teamwork Analysis Technology Statistics Technological capabilities & Analytical mindset constraints Means, tools and data Synthesis Information architecture Communication Tagging & BI Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
Resources 5. Experienced/empowered business users 4. Multidisciplinary team 3. Distributed team 2. Full time analyst 1. Project team 0. No dedicated resources Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
SixSigma 6σ • A set of practices aiming at systematically improving processes by eliminating defects • Leveraging segmentation, slicing & dicing of data, KPIs Define • Continuous improvement process for a changing Control Measure environment Improve Analyze Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
Methodology 5. Agile approach (throughout) 4. Agile methodology (online) 3. Continuous improvement process 2. Department/team methodology 1. Analyst’s own way 0. No methodology Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
Tools Maturity Level 5 Level 4 Corporate Performance Level 3 Management Level 2 CRM • Multichannel sales report Level 1 E-Marketing • Activity-based • Multichannel Behavior costing aggregation Optimization • Balanced • Merchandising • Cost-shifting Web Metrics scorecards • Segmentation analysis • Path analysis • Strategic planning • Lifetime value • Search Engine • Funnel reports • Visitors, Visits, • Predictive • Personalization Optimization • A/B testing Page Views Analytics • Campaign • Analytics based • • Top 10’s Key Performance Optimization content serving Indicators • Demographic • Personas • Process analytics • Dashboards • Technographics • KPI alerts (decision support) Strategic Web • Top entry/exit • Performance 330° view of customer (30° of privacy) • Capacity • Security Optimize the channel Business driven, working on metrics, accuracy and process IT driven, “feel good” information, few decisions, minimal value Adapted rfom Bill Gassman, Industry Analyst, Gartner, presented at eMetrics Summit 2007, San Francisco Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
Tools 5. Strategic Web 4. Customer Relationship Management 3. eMarketing 2. Behaviour Optimization 1. Web metrics 0. No web analytics Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
Typical Management • Focus on the tools • Ambitious objectives • Lack of commitment & resources • Inexperienced and no agile methodology Scope Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
Focused Management • Start small • Well balanced Scope Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
Doomed! Management • Fix your issues... • Get experienced and comfortable before moving on • Unrealistic objectives/scope • Minor improvements to resources and methodology (ex. “borrowing” from IT for some areas of the project) Scope Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
Management • Grow your web analytics maturity • Keep balanced • Don’t seek to grow more than 1 level at a time Scope Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
immeria: an immersion in analytics consulting::education::research Stéphane Hamel shamel@immeria.net immeria.net Twitter @immeria LinkedIn.com/in/shamel

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Web Analytics Maturity Model

  • 1. Establishing your Online Analytics Maturity Stéphane Hamel immeria.net San Jose, May, 2009
  • 2. Web Analytics Maturity 5. Competing on analytics Management 4. Culture 3. Senior management 5 2. Director 1. A project 0. No champion 4 Tools Objectives Strategic .5 3 5. Competing on analytics CRM .4 4. Business Optimization eMarketing .3 3. eBusiness Optimization Behaviour Optimization .2 2 2. eMarketing Optimization Web metrics .1 1. Request list No web analytics .0 0. Undefined 1 Methodology Scope Agile approach .5 5. Competing on analytics Agile methodology (online) .4 4. Online ecosystem Continuous improvement process .3 3. Single website Department/team metho .2 2. Specific online activity/sector Analyst’s own .1 1. HiPPO No methodology .0 0. Improvisation Experienced/multidisciplinary .5 Multidisciplinary .4 Distributed team .3 Resources Single analyst .2 Project approach .1 Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net No dedicated resources .0
  • 3. Critical Success Factors “...critical activities required for ensuring the success of your business. ... The term was initially used in the world of data analysis, and business analysis.” Wikipedia Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
  • 4. Critical Success Factors Management Objectives Scope Resources Methodology & process Tools & Technology Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
  • 5.
  • 6. Champion  Management role or strong influence  Promote web analytics  To higher management  Collaborators  Teams  Change agent  Approve and defend the strategy, goals & objectives Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
  • 7. Roadmap Overall Business • What is this business trying to accomplish? Strategy • What are the short and long term objectives to Goals & Objectives achieve the strategy? Key Business • What are the important execution steps to meet the goals & objectives? Drivers Key Performance • What measure of success are tied to the drivers? Indicators • What are the detailed measures that feed and Supporting Metrics augment the KPIs? Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
  • 8. Management 5. Competing on analytics 4. Part of the culture 3. Senior manager 2. Director or team lead 1. Project manager 0. No champion Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
  • 9. Be SMARTer! Specific Measurable Achievable Realistic Timely Ethical/Engaging Resources Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
  • 10. Objectives 5. Competing on analytics 4. Business optimization 3. eBusiness optimization 2. eMarketing optimization 1. Request/task list 0. Undefined Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
  • 11. Ecosystem « a system formed by the interaction of a community of organisms with their physical environment » WordNet, Princeton University Graph generated with touchgraph.com Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
  • 12. Scope 5. Competing on analytics 4. Online ecosystem 3. Single website 2. Specific online activity/sector 1. HiPPO 0. Improvisation Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
  • 13. Ultimate Team Strategy Business Goals Q&A Business requirement & Actionable insight objectives Empowered teamwork Analysis Technology Statistics Technological capabilities & Analytical mindset constraints Means, tools and data Synthesis Information architecture Communication Tagging & BI Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
  • 14. Resources 5. Experienced/empowered business users 4. Multidisciplinary team 3. Distributed team 2. Full time analyst 1. Project team 0. No dedicated resources Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
  • 15. SixSigma 6σ • A set of practices aiming at systematically improving processes by eliminating defects • Leveraging segmentation, slicing & dicing of data, KPIs Define • Continuous improvement process for a changing Control Measure environment Improve Analyze Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
  • 16. Methodology 5. Agile approach (throughout) 4. Agile methodology (online) 3. Continuous improvement process 2. Department/team methodology 1. Analyst’s own way 0. No methodology Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
  • 17. Tools Maturity Level 5 Level 4 Corporate Performance Level 3 Management Level 2 CRM • Multichannel sales report Level 1 E-Marketing • Activity-based • Multichannel Behavior costing aggregation Optimization • Balanced • Merchandising • Cost-shifting Web Metrics scorecards • Segmentation analysis • Path analysis • Strategic planning • Lifetime value • Search Engine • Funnel reports • Visitors, Visits, • Predictive • Personalization Optimization • A/B testing Page Views Analytics • Campaign • Analytics based • • Top 10’s Key Performance Optimization content serving Indicators • Demographic • Personas • Process analytics • Dashboards • Technographics • KPI alerts (decision support) Strategic Web • Top entry/exit • Performance 330° view of customer (30° of privacy) • Capacity • Security Optimize the channel Business driven, working on metrics, accuracy and process IT driven, “feel good” information, few decisions, minimal value Adapted rfom Bill Gassman, Industry Analyst, Gartner, presented at eMetrics Summit 2007, San Francisco Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
  • 18. Tools 5. Strategic Web 4. Customer Relationship Management 3. eMarketing 2. Behaviour Optimization 1. Web metrics 0. No web analytics Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
  • 19. Typical Management • Focus on the tools • Ambitious objectives • Lack of commitment & resources • Inexperienced and no agile methodology Scope Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
  • 20. Focused Management • Start small • Well balanced Scope Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
  • 21. Doomed! Management • Fix your issues... • Get experienced and comfortable before moving on • Unrealistic objectives/scope • Minor improvements to resources and methodology (ex. “borrowing” from IT for some areas of the project) Scope Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
  • 22. Management • Grow your web analytics maturity • Keep balanced • Don’t seek to grow more than 1 level at a time Scope Copyright (c) 2009, Stéphane Hamel, immeria.net, All rights reserved. shamel@immeria.net
  • 23. immeria: an immersion in analytics consulting::education::research Stéphane Hamel shamel@immeria.net immeria.net Twitter @immeria LinkedIn.com/in/shamel

Editor's Notes

  1. Processes that operate with \"six sigma quality\" over the short term are assumed to produce long-term defect levels below 3.4 defects per million opportunities (DPMO).[4][5] Six Sigma's implicit goal is to improve all processes to that level of quality or better.