I've recently given three presentations about our passion here at Smart Insights, which is getting the most value from the fantastic customer and market insight available online through tools like Google Analytics and user feedback software.
We believe that the majority of managers don't give the right business priority to using analytics for improving performance. Consequently, they're often used for spewing reports which are ignored rather than identifying problems and opportunities for business growth. Our mission, through guidance on this site and consulting work is to help companies get more value from their investments in digital marketing by driving improvements using Google Analytics.
Far too much time is wasted exporting, importing and formatting data into dashboards used to run teh business.
These presentations suggest some approaches to make analytics more actionable and build them into business processes in a lightweight, integrated way.
This presentation to eTail 2010 is specific for retailers or transactional sites in that it shows how the excellent REAN framework can be used to create a holistic measurement framework or dashboard for retailers. It also has more granular examples of how to use Google Analytics to identify areas of the site with opportunities for improvement.
My Emetrics presentation describes the "Elephant in the room" of web analytics - I believe that most businesses aren't getting the value from their analytics and customer insights.
Often, analytics systems are only really used by analysts rather than marketers managing budgets to take decisions to improve growth and performance of their online business.
This is a similar presentation by Dave Chaffey for the Internet Conference, May 2010. It's similar to the first presentation in theme, but more specific to Google Analytics.
It adds more detail to this post on 6 steps to customise Google Analytics for your business.
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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