7 deadly sins of analytics How to avoid ebusiness hell a practical guide

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7 deadly sins of analyticsHow to avoid ebusiness
hell a practical guide
Presented by Henrik Stenmann Steen
Rasmussen Barcelona 14.05.2009
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3 good reasons to care

• Success
• Recognition
• Job satisfaction

• Worst case scenario

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Agenda

• About us naturally
• The express road to ebusiness damnation
• Confessions
• 7 deadly sins of web analytics
• Redemption - take the floor
• The 5 core vices

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Being IIH Nordic

• Specialists in motivating the users on the
  internet
• Online marketing
• Optimisation and development of website
• Measurement of effect
• Training coaching

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Being 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

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Being IIH Nordic
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A Quick look at the room

• Who are you - background?
• Sales
• Math/statistics
• Psychology
• Computer Science
• Marketing
• Other?

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Things have changed

• New expectations
• New purchase processes
• New attitudes

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Agenda

• About us naturally
• The express road to ebusiness damnation
• Confessions
• 7 deadly sins of web analytics
• Redemption - take the floor
• The 5 core vices

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eBusiness hell is
To repeatedly waste time and money on doing the
same pointless online activities again and again
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eBusiness hell is
Is this anybody's job description?
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Agenda

• About us naturally
• The express road to ebusiness damnation
• Confessions
• 7 deadly sins of web analytics
• Redemption - take the floor
• The 5 core vices

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eBusiness confession
The worst part of my job is
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Agenda

• About us naturally
• The express road to ebusiness damnation
• Confessions
• 7 deadly sins of web analytics
• Redemption - take the floor
• The 5 core vices

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The seven deadly sins

• Lust
• Gluttony
• Greed
• Sloth
• Wrath
• Envy
• Pride

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The seven deadly sins of web analytics

• Lust
• Gluttony
• Greed
• Sloth
• Wrath
• Envy
• Pride

• Funnelvision
• Arrogance
• Self delusion
• Scientfic
• Independence
• Pointless
• Overconfidence

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The seven deadly sins of web analytics
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The 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

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The seven deadly sins of web analytics

• Overconfidence Basis
• Pointless Objective
• Funnelvision Metode
• Arrogance Metode
• Self-delusion Role
• Scientific Role
• Independence Role

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Overconfidence
Basic - Data collection

• Everything is perfect
• Our setup is flawless
• We know everything about our site
• I understand the numbers

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Pointless
Objectives Why bother?

• Nobody cares anyway
• It all about the web site
• It just another system
• I dont need an objective

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Funnelvision
Methode Business focus

• Focus is the key
• The hospital and the tunnel
• The user or the session
• Serendipity any one?

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Arrogance
Method Systematical testing

• The case of the unquestioned update
• My data is always right
• Its my system
• I dont need feedback

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Independence
Role Just a part

• I know best
• In the organisation
• On the web
• In the world

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Self-perception
Role the optimiser

• I am an analyst
• I gather information
• I report
• I answer question

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Scientific
Role - People

• Its all about the numbers
• Dead data
• Data dont shop
• The truth about KPIs

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Agenda

• About us naturally
• The express road to ebusiness damnation
• Confessions
• 7 deadly sins of web analytics
• Redemption - take the floor
• The 5 core vices

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eBusiness heaven is
Once upon a time there was a client
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Confessions

• What happens in the room stays in the room
• Groups of 3-4
• 30 minutes

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How do you get from hell to heaven?
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The 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

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Your path to remdemption

• How will you move on?

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Agenda

• About us naturally
• The express road to ebusiness damnation
• Confessions
• 7 deadly sins of web analytics
• Redemption - take the floor
• The 5 core vices

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The 5 cores vices

• Prudence
• Justice
• Restraint or Temperance
• Courage or Fortitude
• Faith
• ----
• Hope
• Charity

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The 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

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The 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

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The 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

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Thank you for your attention
Senior Partner Steen Rasmussen,
sr_at_iih.dk 45 2621 0595