Category Archives: Web Analytics

What to look for when recruiting an analyst

If you work as an analyst you already know what are the key aspects of your job is. If you are recruiting one it might be harder to know what you should look for. These three aspects are critical according to my opinion.

Observe the right things

Many analysts learn the trait of observation but observing the right thing is harder than observing anything. In a world of big data where data is everywhere one needs to understand to observe the right things. The right things will make a difference. The other stuff is not that important so don’t waste your time. As a recruiter ask you potential employee how they do to filter through the clutter. As an analyst you need to truly understand the business model and customer journey.

Connect the dots

As a good analyst you will pass through lots of data and might find significant results in isolated issues but you need to connect the dots. Explaining the holistic view and how the figures can help the business is one of the hardest but most valuable traits an analyst can posses.

Create the solution

Based on the analysis you should recommend solutions that will have an effect. Many analysts observe, analyse but stop short of recommending solutions. If you understand the business model, what drives value to customers you can more easily make recommendations that will have a bottom line effect.

So if you are in the lookout to recruit an analyst ask them questions on the above three traits. Make them elaborate, deep dive and let their answers guide your decision.

3 ways to kick-start your customer experience development

80% of what you do within your organisation deliver no value. This is what textbooks tell us, the 80/20 rules. If you contemplate on it for short while it is a scary thought. I have worked now for over 15 years and I can say that this rule is true. The larger the company the more true it is. So how do you get out of it? Well I think the most effective way is to use the customer experience as a tool.

I must admit that customer experience is fairly new to me as a work method. I am still developing my thoughts but I see the power it can have since it can both alter the thinking of people but mostly it focuses your resources to do solve true customer problems.

So how do you kick-start your customer experience mapping?

Well there are probably several ways, but theses three methods are a good way to start.

·       Your data speaks to you. Understanding your data is your main skill as a leader. Data driven is key to right decisions. Let your analyst paint a picture with data on phases your customer goes through, and force them to put words together with the data. You are looking for story, let them build the story from the numbers you have.

·       Your customers voice is another easy key. Listen to your customer service agents and look at your Facebook comments or other reviews you might have. Force your analyst to map the reviews on a customer journey. Keep track of new reviews

·       Get a consulting company to do a customer journey mapping. I think this is a must for all companies that work within the B2C field. The mapping will not only give you new insight but it is a super useful tool to keep your organisation customer centric.

I will try to write more on the subject as we move along. One of the main pitfalls I see right now is that your top management does not embrace the results. If they don’t truly understand how to use it to transform the company then you are in a true uphill.

Question 5: What is the most important thing you try to achieve as a conversion specialist and web analyst?

important learnings in web analyticsWorking as a conversion specialist and web analyst has many challenges. You need to have skills in multiple areas to be successful. Everything from technical understanding, to analytical, to be able to present data in an easy manner, to leads projects and changes, to educate people and many more issues.

The main denominators though are 1) increase revenue, 2) save cost and 3) improve customer loyalty/satisfaction. These are the high level numbers I work towards. Almost everything I do points towards these goals. These numbers are universally important although depending on how your company is setup you will work either with one, two or all three of them.

This question is part of a five question series that are the most common issues people ask me.

Question 3: What is the most challenging in your business right now?

Conversion challengesOn top of my mind I think mobile user experience is the most challenging topic at the moment. Not many companies have cracked the mobile experience code. Rebuild our site for a fluid and positive user experience demands a lot from the organisation, both technically and mentally. You need to think mobile first, which we have found is not as easy as we thought.

Further we are on a stage where our technical systems give us a big challenge on everything we want to do. I think most big companies have this challenge. If you have developed a solution a few years ago you probably sit on old systems that need to be updated or replaced.

Another issue are our internal stakeholders. We have to many of them, which affects our work processes negatively. Our decision process is not optimal for working in an online environment.

The last issue is to integrate our personalization thinking into our work process. As I mentioned in an earlier article our personalization software is powerful and full of potential but you cannot harvest that potential if you do not adjust your internal organization and the way it thinks.

This question is part of a five question series that are the most common issues people ask me.

Question 2: What is the most challenging within conversion optimization?

online conversion optimizationI have been doing AB tests for a while now and feel pretty confident how to approach and build a strong testing culture within a company. Although optimization work is something that constantly needs to be reviewed and developed.

There is no other channel quite as complex as the web, in terms of the number of variables. This makes optimization work a never-ending story. I think one of the biggest challenges in my field is to know how long your recommendations live. In other words when do you know that for example your perfect converting landing page is out of date due to the ever-changing variables?

Another big challenge as I see it is the emergence of personalisation software, which put optimization in a new playing field. With personalisation you are moving into micro segmentation. The technology is extremely powerful but opens up for many challenges to companies that want to adopt this approach. The web is moving towards this field and as a conversion optimization specialist I need to evolve towards this path.

This question is part of a five question series that are the most common issues people ask me.

Question 1. What is the most challenging with web analytics today?

Conversion Optimization and Web analytics challengesI think each year has its own challenges. The web is constantly moving so you need to keep your knowledge fresh. For me this yes one of the more challenging aspects is the multi data source world we live in. The increase in data sources makes it much more challenging to interpret the data and make good decisions. The mobile phone traffic exploded last year and has continued in an upward path. Since this source is fairly new few companies have adjusted their technology and most of all their thinking to this channel.

I also think clean data is always a challenge. You constantly need to keep an eye on your data so it is clean. For example we have companies doing quality tests that generates a fair amount of data. You need to make sure you block those IPs and keep an eye on emerging data contamination sources.

This question is part of a five question series that are the most common issues people ask me.