This document contains a presentation on digital analytics for agencies. It includes sections on defining analytics, who determines the analytics agenda within an organization, how to effectively report analytics information to different levels of management, best practices for analytics reporting and delivery, documentation, and tips for assessing analytics talent. Key points emphasized include the importance of translating data into insights and recommendations for decision makers, spending more time on analysis than data gathering, and hiring analysts who can communicate clearly in plain English.

1. DIGITALANALYTICS
FORAGENCIES

2. DEFINING
ANALYTICS

3. ANALYTICS IS NOT:
12%
13%
34%
41%
NEAT!
PRETTYNEAT
SOMEWHAT NEAT
NOT REALLYNEATATALL

5. “Learn from yesterday, live for
today, hope for tomorrow.
The important thing is not to
stop questioning.”
-Albert Einstein

7. WHO DETERMINES THEAGENDA?
Source: McKinsey &Company
12%
5%
10%
11%
11% 13%
38%
CEO
CIO
CMO
Business Unit Head
CFO
Chief Data/Analytics Officer
Other

8. WHO HASTHETIME?
h/t: @avinash
Access to Data
Ability toAnalyze &Recognize Causal Factors
“TellThem What to Do”Continuum
(in Plain English)
ANALYST
DIRECTOR
BUSINESS UNIT HEAD
CMO
CFO
CIO
CEO

9. WHATYOU MUST SHOW
WHATYOU MUST KNOW

10. BE BRIEF.
BE BRIGHT.
BE GONE.

11. “You don’t have to cook fancy or
complicated masterpieces - just
good food from fresh ingredients.”
-Julia Child

12. REPORT DEPTH & DETAIL
EXECUTIVE MANAGEMENT ANALYST

13. REPORT LAYOUT
• TRANSLATE DATA
• HIGHLIGHT TRENDS & INSIGHTS
• MAKE RECOMMENDATIONS
• SUGGEST NEXT STEPS

14. FOR EVERYHOUR SPENT
GATHERING DATA,
SPENDTHREE HOURS
PERFORMINGANALYSIS.

17. WHYDID IT HAPPEN?
WHYSHOULD WE CARE?
WHAT DO WE DOABOUT IT?
LESS DESTINATION. MORE JOURNEY.
WHAT HAPPENED?

18. WHAT CHANGED?
A B C D
PREVIOUS CURRENT

19. QUESTION EVERYTHING

20. INCREASEVOLUME.
IMPROVEYIELD.
ELIMINATE WASTE.

21. CONTENT MAGNETISM
WHERETHEAUDIENCE GRAVITATES
CONVERSIONS
BYCHANNEL
REFERRAL SOURCESTHAT CONVERT
TOPICS IN DEMAND
REFLECTIONS OFAUDIENCE LEXICON
POTENTASSETS
ENGAGING (& HIDDEN?) RESOURCES
POOR PERFORMING
CONTENT
BOUNCES / EXITS / LOWENGAGEMENT
DISJOINTED PATHWAYS
ABANDONMENTTRENDS
DESIGN CONSTRAINTS
LIMITED / POOR
USER EXPERIENCE
CONTACT CAPTURE
CONVERSION RATE
CONVERSION
PREDECESSORS
BEHAVIORS THAT PREDATE SUCCESS

22. CONTENT MAGNETISM
CREATE MORE, SIMILAR STUFF
CONVERSIONS
BYCHANNEL
FUNNEL & BUDGETALIGNMENT
TOPICS IN DEMAND
SPEAK THEAUDIENCE’S LANGUAGE
POTENTASSETS
INCREASE PROMINENCE
POOR PERFORMING
CONTENT
REFINE, PUNCH UP OR ELIMINATE
DISJOINTED PATHWAYS
REMOVEALL HURDLES
DESIGN CONSTRAINTS
CONSIDER INTENT & PURPOSE
CONTACT CAPTURE
FORM MERCHANDISING
CONVERSION
PREDECESSORS
INTRODUCETO PROSPECTS

23. REPORT DELIVERY
ANALYSIS EXPLANATORY
VIDEO

24. REPORT DELIVERY

25. REPORT MEETING DURATION
TIME DEDICATEDTO DATAREVIEW
TIME DEDICATEDTO DECISION MAKING

26. EVERYBODYIN THE POOL

27. AUTOMATED REPORTING

28. DATASTUDIO

29. AUTOMATED MANUAL
PRO CON PRO CON
LONG-TERM
TIME SAVINGS
OUTPUT DOES NOT
REPLACE INSIGHTS
FORCESTHE
ANALYSTTO DIG
TIMEAND EFFORT
TO CONSTRUCT
EASILYREPLICATED
(TYPICALLY)
DATACONNECTORS
CAN BREAK
NO LIMITS
ON FORMATTING
DIFFICULTTO DELEGATE
(TYPICALLY)

30. DOCUMENTATION
ANALYTICS
CLIENT BRIEF
ANALYTICS
SCHEMA
UTMTRACKING
PROTOCOL
TESTING
RESULTS
ANALYTICS
ACTIVITYLEDGER

31. CLIENT BRIEF
• CLIENT CONTACT DETAILS
• CORE BUSINESS OBJECTIVES
• CHANNELS IN PLAY
• KEYMETRICS
• REPORTING FREQUENCY
• CONTRACT STATUS / TERM

32. ANALYTICS SCHEMA
GOALS | CUSTOM EVENTS | TAGS | FILTERS | METRICS MAPPING

33. GOOGLETAG MANAGER

34. GOOGLETAG MANAGER

35. “THANKYOU”
CONVERSION GOALS
DESTINATIONS
“CLICK HERE” EVENTS

36. TAG CONFIGURATION
TAG
TRIGGER
VARIABLE
AGOOGLEANALYTICS EVENTTAG FIRES
WHENTHEVISITOR CLICKSALINK
WITH .PDF INTHE URL

37. BROCHURE PDF DOWNLOADS
VIDEOACTIONS
EMAILADDRESS CLICKS
CLICKSTO SOCIAL MEDIA
APPLYNOWBUTTON
EVENTTRACKING SCHEMA
CATEGORY ACTION LABEL
BROCHURE DOWNLOAD PDF - {{PAGE PATH}}
VIDEO PLAY VIDEO - {{VIDEOTITLE}}
EMAIL CLICK EMAILADDRESS -
{{CLICKTEXT}}
SOCIAL CLICK SOCIAL ICON -
{{CLICK CLASS}}
APPLY BUTTON APPLYNOW-
{{PAGE PATH}}

38. CAMPAIGNTRACKING
SOURCE: From where did we earn traffic?
MEDIUM: How is the referral source categorized?
CAMPAIGN: What specifically was promoted?

39. TRACKING PROTOCOL
LANDING PAGE SOURCE MEDIUM CAMPAIGN FINAL URL
=CONCATENATE(A2,"?utm_source=",B2,"&utm_medium=",C2,"&utm_campaign=",D2)

40. “He who knows best
knows how little he knows.”
-Thomas Jefferson

41. TESTING RESULTS
1. RESULTS
2. DISCUSSION
3. IMPLICATIONS

42. ACTIVITYLEDGER

43. “The difference between
a dream and a goal is
accountability and a calendar.”
-Dr. Phil

44. ACCURACY.
ACCOUNTABILITY.
VISION. TRUST.

45. WHEN HIRINGANANALYST…

47. ASSESSINGTALENT
RELATABLE « » CULTURE FIT
METICULOUS & ORGANIZED
PLAIN ENGLISH CAPABILITIES
GENERALISTS WELCOME REQUIRED

48. TRANSLATE: QUALITATIVE METRICS
TIME ON SITE PAGES /VISIT BOUNCE RATE
Content underperforms.
There is a likely mismatch between
marketing message and content.

49. “At a child’s birth, if a mother
could ask a fairy godmother to
endow it with the most useful gift,
that gift should be curiosity.”
- Eleanor Roosevelt

50. chris sietsema
480.570.1636
hello@teachtofishdigital.com
@sietsema
in/sietsema