#EMSNYCDAY2

1. LESSONS LEARNED OVER A
DECADE OF #MEASURE
eMetrics - New York
Oct 31, 2017
Adam Greco, Analy>cs Demys>fied

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. @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. @adamgreco
USE VISUALS TO SHARE DATA IF YOU
WANT YOUR AUDIENCE TO
REMEMBER WHAT YOU ARE SAYING

6. @adamgreco
SO A LOT HAS CHANGED, BUT
IN MANY WAYS THINGS ARE
THE SAME...

7. @adamgreco
SOMETIMES YOU LOSE THE BATTLE,
BUT WIN THE WAR

8. @adamgreco

9. @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

10. @adamgreco
"OUR CUSTOMERS..."
IS BETTER THAN
"WE THINK..."

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14. @adamgreco
Dental
Clown Toy
Supplies
Teeth
Comedy
Jokes
Improv
Gums

15. @adamgreco
YOU NEED TO COMPLIMENT
DATA WITH FEEDBACK

16. @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 ________________

17. @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

18. @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!

19. @adamgreco
GET OUT OF YOUR CUBICLE & TALK TO
PEOPLE IN THE BUSINESS

20. @adamgreco
BEING CREATIVE CAN BE AS
IMPORTANT AS BEING SMART

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24. @adamgreco
INTEGRATING DATA CAN HAVE A
SYNERGISTIC EFFECT (1 + 1 = 3)

25. @adamgreco
MARKETING + SALES

26. @adamgreco
MARKETING + SALES

27. @adamgreco
WHAT YOU CHOOSE TO ANALYZE
IS CRITICAL TO YOUR SUCCESS

28. @adamgreco

29. @adamgreco
LOOK FOR KPI'S IN WHICH A
SIGNIFICANT RISE OR FALL
RESULTS IN SOMEONE BEING
PROMOTED OR FIRED...

30. @adamgreco
JUST BECAUSE YOU CAN TRACK
SOMETHING, DOESN'T MEAN YOU
SHOULD

31. @adamgreco

32. @adamgreco
BUSINESS REQUIREMENTS HELP PROVIDE
A FRAMEWORK FOR ANALYTICS SUCCESS

33. @adamgreco
IMAGINE THAT THERE IS NO SPOON

34. @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?

35. @adamgreco

36. @adamgreco
RELATE REQUIREMENTS TO SOLUTION

37. @adamgreco

38. @adamgreco
KNOWING HOW TO USE YOUR
ANALYTICS TOOLS IS MORE
IMPORTANT THAN YOU THINK

41. @adamgreco

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46. @adamgreco
PERCEPTION IS REALITY -
GUARD YOUR TEAM'S
INTERNAL REPUTATION

47. @adamgreco
DATA QUALITY MATTERS!

48. @adamgreco
www.alarmduck.com

49. @adamgreco
WHENEVER POSSIBLE, PUT THINGS
INTO FINANCIAL IMPACT

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52. @adamgreco
EMPLOYEES USUALLY DON'T QUIT
FOR MORE $$$, THEY QUIT BECAUSE
THEY DON'T FEEL VALUED

53. @adamgreco
TRY TO BE A THERMOSTAT,
NOT A THERMOMETER

54. @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

55. @adamgreco
Mature organizations use web
analytics like they would a
thermostat - as a way to
change the future
@adamgreco

56. @adamgreco

57. ADAM GRECO
adam@analy>csdemys>fied.com
@adamgreco
www.analy>csdemys>fied.com