Title: 7 deadly sins of analytics How to avoid ebusiness hell a practical guide
17 deadly sins of analyticsHow to avoid ebusiness
hell a practical guide
Presented by Henrik Stenmann Steen
Rasmussen Barcelona 14.05.2009
23 good reasons to care
- Success
- Recognition
- Job satisfaction
3Agenda
- About us naturally
- The express road to ebusiness damnation
- Confessions
- 7 deadly sins of web analytics
- Redemption - take the floor
- The 5 core vices
4Being IIH Nordic
- Specialists in motivating the users on the
internet - Online marketing
- Optimisation and development of website
- Measurement of effect
- Training coaching
5Being IIH Nordic
- The market
- 18. mil people ,but 3 languages
- Highest online spend
- Low/medium competition
- High creditcard penetration
- IIH services
- Market potential
- Campaign execution
- Localisation
- Site administration
- Local presence
- Outsourced partner
- Speciality Nordic online business and marketing
partners
6Being IIH Nordic
7A Quick look at the room
- Who are you - background?
- Sales
- Math/statistics
- Psychology
- Computer Science
- Marketing
- Other?
8Things have changed
- New expectations
- New purchase processes
- New attitudes
9Agenda
- About us naturally
- The express road to ebusiness damnation
- Confessions
- 7 deadly sins of web analytics
- Redemption - take the floor
- The 5 core vices
10eBusiness hell is
To repeatedly waste time and money on doing the
same pointless online activities again and again
11eBusiness hell is
Is this anybody's job description?
12Agenda
- About us naturally
- The express road to ebusiness damnation
- Confessions
- 7 deadly sins of web analytics
- Redemption - take the floor
- The 5 core vices
13eBusiness confession
The worst part of my job is
14Agenda
- About us naturally
- The express road to ebusiness damnation
- Confessions
- 7 deadly sins of web analytics
- Redemption - take the floor
- The 5 core vices
15The seven deadly sins
- Lust
- Gluttony
- Greed
- Sloth
- Wrath
- Envy
- Pride
16The seven deadly sins of web analytics
- Lust
- Gluttony
- Greed
- Sloth
- Wrath
- Envy
- Pride
- Funnelvision
- Arrogance
- Self delusion
- Scientfic
- Independence
- Pointless
- Overconfidence
17The seven deadly sins of web analytics
18The seven deadly sins of web analytics
- Overconfidence Every thing is perfect
- Pointless Nobody cares anyway
- Funnelvision Focus is the key
- Arrogance The case of the unquestioned update
- Self-delusion I am analyst
- Scientific It all about the numbers
- Independence You are not alone
19The seven deadly sins of web analytics
- Overconfidence Basis
- Pointless Objective
- Funnelvision Metode
- Arrogance Metode
- Self-delusion Role
- Scientific Role
- Independence Role
20Overconfidence
Basic - Data collection
- Everything is perfect
- Our setup is flawless
- We know everything about our site
- I understand the numbers
1
21Pointless
Objectives Why bother?
- Nobody cares anyway
- It all about the web site
- It just another system
- I dont need an objective
2
22Funnelvision
Methode Business focus
- Focus is the key
- The hospital and the tunnel
- The user or the session
- Serendipity any one?
3
23Arrogance
Method Systematical testing
- The case of the unquestioned update
- My data is always right
- Its my system
- I dont need feedback
4
24Independence
Role Just a part
- I know best
- In the organisation
- On the web
- In the world
5
25Self-perception
Role the optimiser
- I am an analyst
- I gather information
- I report
- I answer question
6
26Scientific
Role - People
- Its all about the numbers
- Dead data
- Data dont shop
- The truth about KPIs
7
27Agenda
- About us naturally
- The express road to ebusiness damnation
- Confessions
- 7 deadly sins of web analytics
- Redemption - take the floor
- The 5 core vices
28eBusiness heaven is
Once upon a time there was a client
29Confessions
- What happens in the room stays in the room
- Groups of 3-4
- 30 minutes
30How do you get from hell to heaven?
31The seven deadly sins of web analytics
- Overconfidence Every thing is perfect
- Pointless Nobody cares anyway
- Funnelvision Focus is the key
- Arrogance The case of the unquestioned update
- Self-delusion I am analyst
- Scientific It all about the numbers
- Independence You are not alone
32Your path to remdemption
33Agenda
- About us naturally
- The express road to ebusiness damnation
- Confessions
- 7 deadly sins of web analytics
- Redemption - take the floor
- The 5 core vices
34The 5 cores vices
- Prudence
- Justice
- Restraint or Temperance
- Courage or Fortitude
- Faith
- ----
- Hope
- Charity
35The 5 cores vices
- Prudence
- proper judgment of reasons for action with
regard to appropriateness in a context - Justice
- proper judgment regarding individual human
interests, rights and deserts
36The 5 cores vices
- Restraint or Temperance
- practicing self-control, abstention, and
moderation - Courage or Fortitude
- forbearance, endurance, and ability to confront
fear and uncertainty, or intimidation - Faith
- steadfastness in belief
37The narrow path to online remdemption
- Make sure your get all data and it is valid
- Have a clear and operational objective
- Its about business results
- Be systematic
- Get organisation buy-in
- Test, dont just change
- Think outside the company, the business and the
box
38Thank you for your attention
Senior Partner Steen Rasmussen,
sr_at_iih.dk 45 2621 0595