Keynote adam greco
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Adam Greco has over a decade of experience in web analytics. When he started, Webtrends dominated the market and Google Analytics did not exist. Mobile phones were not smart and social networks were just emerging. Over time, the analytics industry has changed dramatically but some challenges have remained the same. Greco emphasizes the importance of visualizing data, complementing analytics with qualitative feedback, integrating analytics into processes early, and relating analytics to business objectives and outcomes.
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Keynote adam greco
- 2. @adamgreco WHO AM I? • Managed website @ CME Group • Employee #165 @ Omniture • Helped create consul>ng prac>ce @ Omniture • Associated with 1,000+ analy>cs implementa>ons • Senior Director of Web Analy>cs @ salesforce.com • Author of Adobe SiteCatalyst Handbook • Senior Partner @ Analy>cs Demys>fied • Digital Analy>cs Associa>on (DAA) Board Member
- 3. @adamgreco WHEN I STARTED IN WEB ANALYTICS • Webtrends was the 800 pound gorilla • There was no Google Analy>cs and only a select few had used or heard of Urchin • Omniture had only a handful of customers (including me!) • Mobile phones weren't "smart" yet and weren't tracked • The only social networks around were LinkedIn, Friendster & MySpace (and they were just launched)
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- 9. @adamgreco MARKETING CHANNEL LEADS COST COST/LEAD Paid Search 50,000 $106,000 $2.12 Display Ads 40,000 $78,800 $1.97 E-mail 10,000 $12,000 $1.20 Super Bowl Ad 5,000 $6,000,000 $1,200
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- 16. @adamgreco Why did you not complete this form? A. Don't want to get SPAM B. Too many fields on form C. Not ready for free trial D. Other ________________
- 17. @adamgreco • Voice of Customer (Foresee, OpinionLab, etc...) • Session Replay Tools (Hotjar, ClickTale, Decibel Insight, etc...) • Usability Hub (www.fivesecondtest.com) • Focus Groups • Etc... COMPLIMENT DATA WITH FEEDBACK
- 18. @adamgreco Ogen >mes, projects are 95% complete when someone says "shouldn't we add analy>cs?" AVOID ANALYTICS FIRE DRILLS • You need to build analy>cs into exis>ng processes so they are thought of when projects begin, not near the end • Rushing to add tracking produces sub- op>mal results that make your team look bad • You should refuse to add tracking when it is an ager-thought or they will never learn a lesson!
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- 34. @adamgreco 1. Reverse-engineer current implementa>on into business requirements 2. Use your website/app and see what ques>ons can be added 3. Interview execu>ves/stakeholders to get business ques>ons 4. Work with stakeholders to priori>ze business requirements DON'T HAVE BUSINESS REQUIREMENTS?
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- 54. @adamgreco Immature organizations use web analytics like they would a thermometer - as a way to see the current data or report on the past @adamgreco
- 55. @adamgreco Mature organizations use web analytics like they would a thermostat - as a way to change the future @adamgreco
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