ANALYTICS & DATA MASTERY

AND CERTIFICATION CL ASS

 ANALYTICAL
DECISION MAKING
YOU’VE GOT YOUR DATA…
NOW WHAT?
 INSIGHTS
THROUGH ANALYSIS
 ASKING THE RIGHT QUESTIONS

FINDING DISCREPANCIES AND QUESTIONING YOUR DATA
RESULTS

WHAT GENERATING HYPOTHESES


DRAWING A CONCLUSION ABOUT YOUR QUESTION THAT CAN

ANALYSIS BE TESTED AND EVALUATED

CONTEXTUALIZING DATA


REQUIRES
IDENTIFYING AND RECOGNIZING FACTORS THAT COULD
INFLUENCE YOUR DATA

TESTING AND EVALUATING


REVIEWING DRILL DOWN METRICS AND RELEVANT
INFORMATION TO PROVE OR DISPROVE HYPOTHESIS
@jtrondeau
ANALYTICAL
DECISION
MAKING
@jtrondeau
 DROP IN AVERAGE ORDER VALUE
DURING PEAK SALES MONTHS 

IN Q2, DURING THEIR BUSIEST SEASON, A
SWIMWEAR COMPANY SAW AVERAGE ORDER
EXAMPLE VALUE DROP 13%

ANALYSIS
@jtrondeau
 STEP 1
CHOOSE YOUR FUNNEL
STAGE
 BOTTOM OF THE FUNNEL

CHOOSE YOUR SWIMWEAR COMPANY LOOKING AT AVERAGE
ORDER VALUE

FUNNEL
STAGE
@jtrondeau
 STEP 2
REVIEW KEY METRICS
 AVERAGE ORDER VALUE HAS

REVIEW DROPPED 13%


AS SHOWN BEFORE, THIS IS WHAT TIPPED OFF THE

KEY
BUSINESS TO THEIR LAGGING PERFORMANCE

CORE OFFER CONVERSION RATE IS

METRICS DOWN 5%


AFTER DIGGING IN, THIS METRIC IS ALSO
UNDERPERFORMING

@jtrondeau
 STEP 3
FORMULATE YOUR
QUESTION
 WHAT FACTORS ARE DRIVING DOWN
CONVERSIONS AND ORDER VALUE?
FORMULATE PINPOINTING THE DROP IN CONVERSIONS WILL
HELP PINPOINT ORDER VALUE DROP

YOUR
QUESTION
@jtrondeau
 STEP 4
CONTEXTUALIZE WITH
THE ANALYST’S TOOLKIT
 NO CURRENT SALES PROMOTIONS

DURING THIS BUSY SEASON, NO PROMOS ARE
RUNNING THAT MIGHT LOWER ORDER VALUE
CONTEXTUALIZE SEASONALLY A PROFITABLE MONTH


YOUR ORDER VALUE SHOULD BE UP, NOT DOWN, DURING

THIS HIGH-DEMAND SEASON

DATA NO SIGNIFICANT CHANGE IN

AUDIENCE VOLUME

ROUGHLY SAME NUMBER OF VISITORS AS LAST
YEAR
@jtrondeau
 STEP 5
FORM A HYPOTHESIS
 ONE OF OUR TRAFFIC CHANNELS IS
FORM A DRIVING LOW-QUALITY SITE VISITORS
DROP IN THE QUALITY OF VISITORS WOULD
HYPOTHESIS RESULT A DECREASE IN BUY-READY VISITORS AND
SALES

@jtrondeau
 STEP 6
REVIEW DRILL DOWN
METRICS
 CONVERSION RATE IS DOWN FOR ALL
TRAFFIC CHANNELS

FROM PAID TRAFFIC TO EMAILS, ALL CHANNELS
REVIEW SHOW THE CONVERSION RATE DROP

DRILL DOWN WHILE DRILLING DOWN, NOTICED

THAT THE TRAFFIC SPLIT FAVORED
METRICS MOBILE

MOBILE TRAFFIC TOOK UP AN UNUSUALLY HIGH
PROPORTION OF VISITORS, AND MOBILE WAS
SHOWN TO HAVE A LOWER CONVERSION RATE
@jtrondeau
 STEP 7
PROVE OR DISPROVE
YOUR HYPOTHESIS
 TRAFFIC CHANNEL SPLIT DID NOT
INDICATE ANY CHANNEL WAS
PROVE OR UNDERPERFORMING

OUR TRAFFIC CHANNELS WEREN’T THE SOURCE OF
DISPROVE OUR TROUBLE

HYPOTHESIS HOWEVER, PLATFORM SPLIT SHOWED

MOBILE WAS CONVERTING LOWER

MOBILE TRAFFIC SEEMS TO BE THE PROBLEM AREA

@jtrondeau
 STEP 8
APPLY INSIGHTS
APPLY
THE MOBILE EXPERIENCE WAS
OPTIMIZED TO INCREASE CONVERSION

INSIGHTS
THE MOBILE SALES FUNNEL HAD A PAGE WITH
OVERLAPPING SWIMSUIT IMAGES, MAKING
SELECTION (AND CONVERSION) MORE DIFFICULT

@jtrondeau
 PRACTICING
ANALYTICAL
DECISION MAKING
 WATCH YOUR KEY METRICS

THESE WILL TIP YOU OFF ABOUT AREAS FOR
ANALYZING IMPROVEMENT OR CONCERNING PERFORMANCES

YOUR BE PREPARED TO BE WRONG


FINDING THAT YOUR HYPOTHESIS IS WRONG IS
PART OF THE PROCESS

BUSINESS STAY PROCESS-ORIENTED


THE ANALYTICAL DECISION MAKING PROCESS IS
DESIGNED TO PREVENT DATA OVERLOAD
@jtrondeau
 APPLYING THE
ANALYST’S TOOLKIT
 THE
ANALYST’S
TOOLKIT
LENSES TO UNDERSTAND 

YOUR DATA
 DATA DOESN’T
START OUT PERFECT
SOMETIMES NUMBERS LIE
DECISION
MAKING
REQUIRES
CONTEXT
@jtrondeau
 DON’T GIVE UP
ON YOUR NUMBERS
 THE
ANALYST’S
TOOLKIT
HISTORICAL
LENS
@jtrondeau
 ONE WEEK, AVERAGE SESSIONS
DROPPED 22%

HOWEVER, WHEN VIEWED IN THE CONTEXT OF THE
EXAMPLE PREVIOUS YEAR, THE DIP WAS EXPECTED

ANALYSIS
@jtrondeau
EXTERNAL
LENS
@jtrondeau
 IN 2015, MORE VISITORS MOVED TO
MOBILE FOR BROWSING

A HIGHER PROPORTION OF VISITORS ON MOBILE
MEANS BIG CHANGES FOR BUSINESS AS USUAL
EXAMPLE
ANALYSIS
@jtrondeau
INTERNAL
LENS
@jtrondeau
 PIXELED SITE VISITORS MORE THAN
DOUBLED OVER 4 WEEKS

THESE NUMBERS SEEMED TOO GOOD TO BE

EXAMPLE TRUE… AND THEY WERE. WE ACCIDENTALLY ADDED

A NEW TRACKING PIXEL TO OUR SITE, AND IT

ANALYSIS
DOUBLE-COUNTED SITE VISITORS

@jtrondeau
CONTEXTUAL
LENS
@jtrondeau
 TRACKING IMPROVEMENTS IN
CUSTOMER EXPERIENCE 

TWO HIGHER VOLUME MONTHS MEAN THE TREND
UNDER-REPRESENTS SERVICE IMPROVEMENT

EXAMPLE
ANALYSIS
@jtrondeau
 HOW TO APPLY
THESE INSIGHTS
CLEANING YOUR DATA
 SEGMENT
AND ANALYZE
SEGMENTING AND
DRILLING DOWN
 UTM
PARAMETERS
 STEP 1
Identify your data set
WHAT’S THE WEB ANALYTICS
WEB DATA

DATA ECOMMERCE

SALES DATA

SET? QUALITATIVE
USER/USABILITY DATA

@jtrondeau
STEP 2
Identify your KPIS
 REMEMBER
KPIs must measure your business &
campaign goals
KPIS COME
FROM WEB ANALYTICS
PAGE LEVEL METRICS, e.g., TIME ON SITE, BOUNCE

DATA
RATE, USERS, ETC…

ECOMMERCE


SETS
SALES METRICS, e.g., PURCHASES, AOV, RPV, ETC…

@jtrondeau
KPI Example: Content Team

UNIQUE PAGEVIEWS (USERS)

TOTAL CTA CLICKS


WHAT WE BLOG CONTENT TRAFFIC SOURCE
MEASURE BOUNCE RATE

AVERAGE PAGE VIEWS

KPI Example: Content Team
WEB ANALYTICS WHAT IT TELLS YOU
HOW YOUR VISITORS ARE INTERACTING WITH

TRENDS
YOUR SITE

INDICATOR DATA

@jtrondeau
What Can Be Said Here?
ECOMMERCE WHAT IT TELLS YOU
BUYING BEHAVIOR

TRENDS ADDITIONAL TRACKING REQUIRED

FOR ATTRIBUTION AND CAMPAIGN DATA

@jtrondeau
What Can Be Said Here?
What Can Be Said Here?
ECOMMERCE & ALL WE KNOW IS PEOPLE ACTED A
WEB DATA MISS CERTAIN WAY OR THEY BOUGHT
YOU NEED QUALITATIVE DATA TO UNPACK

THE WHY THIS DATA

@jtrondeau
QUALITATIVE
DATA
DATA SOURCE LIKE HEATMAPS, USER
SURVEYS, & SESSION RECORDINGS…


DOESN’T
…GIVE YOUR DATA CONTEXT

@jtrondeau
Analytics Provides Click Data
Heatmaps visualize!
Scrollmaps Tell You If They See Your Offer!
Remember a Trend is Only an Indicator
 ASK THE RIGHT QUESTIONS
DATA ANALYSIS IS ONLY AS GOOD AS THE
WE MUST QUESTION YOU ASK

CONTEXTUALIZE HAVE THE APPROPRIATE DATA SET

YOU CAN MAKE DATA SAY ANYTHING! YOU NEED
THE TO MAKE SURE IT SAYS THE RIGHT THING

INDICATOR EVALUATE IF THE SET IS A TRUE

REPRESENTATION
SEE THE PREVIOUS CHART :-)
@jtrondeau
 BUSINESS ANALYSES
TO START IMMEDIATELY
 PINPOINT QUICK WINS

WHAT WE’RE SHOW YOU HOW TO MAKE A BIG IMPACT WITH
YOUR NEW DATA & ANALYSIS SKILLS
TRYING TO GIVE YOU A STARTING PLACE

ACCOMPLISH AND THINKING ANALYTICALLY
OFFER AN INTRODUCTION TO COLLECTING DATA

@jtrondeau
KITCHTOOL.C0
Small or New Business
 YOUR NUMBER ONE PRIORITY

BEST PLACE MAXIMIZE IMMEDIATE ROI AND REACH
PROFITABILITY

TO START WHERE TO START 


EVALUATE YOUR SITE TRAFFIC SOURCES

@jtrondeau
EVALUATE YOUR THREE KEY AREAS TO EVALUATE


TRAFFIC
HIGH TRAFFIC PAGES, LANDING PAGES, AND THE
END OF YOUR SALES FUNNEL

SOURCES
KEY PARAMETERS TO EVALUATE

SOURCE, CAMPAIGN, AND CONTENT

@jtrondeau
HOMEPAGE
LANDING PAGES
END OF SALES FUNNEL
YOURHOMEFIT.CO
Digital Business with Diverse Offerings
 YOUR NUMBER ONE PRIORITY


BEST PLACE PROPERLY VALUE YOUR DIFFERENT PROPERTIES

AND PRODUCTS

TO START WHERE TO START 


DETERMINE THE AVERAGE VALUE OF A NEW
MEMBERSHIP CUSTOMER

@jtrondeau
COHORT ANALYSIS
 DAVESCARS.CO
Service and Brick & Mortar Businesses
 YOUR NUMBER ONE PRIORITY


BEST PLACE PROPERLY VALUE YOUR OFFLINE MEDIA AND

LEADS TO IMPROVE LONGTERM PERFORMANCE

TO START WHERE TO START 


USE DIRECT VISITORS TO DIG INTO OFFLINE MEDIA
& EVALUATE CUSTOMER LIFETIME VALUE BY LEAD

@jtrondeau
LANDING PAGE VISITS
 CHOOSE AN OLD LEAD SOURCE

EVALUATE SOMETHING WHERE YOU’LL HAVE
CUSTOMER ENOUGH DATA TO APPROXIMATE VALUE

LIFETIME PULL YOUR CLV METRICS


LOOKING AT TOTAL PAID AND TRANSACTIONS
FROM CUSTOMERS CREATED BY LEAD

VALUE REMOVE OUTLIERS AND EVALUATE


USE THIS DATA TO VALUE PROMOTIONAL
STRATEGIES AND LEADS AND PLAN FUTURE ONES
@jtrondeau
 TRANSITIONING
FROM REACTIVE TO
PROACTIVE ANALYSIS
 WHAT WE’VE
COVERED SO FAR…
WHY DATA
MATTERS
COLLECTING DATA
ANALYST’S
MARKETING
FUNNEL
@jtrondeau
ANALYTICAL
DECISION
MAKING
@jtrondeau
 THE
ANALYST’S
TOOLKIT
SEGMENTING AND
DRILLING DOWN
 LAST STEP:
MOVING FROM REACTIVE TO
PROACTIVE ANALYSIS
ANALYST’S
MARKETING
FUNNEL
@jtrondeau
 THINK
HOLISTICALLY
CHANGES AT ONE STAGE
AFFECTS OTHER STAGES
 CONSIDER HOW EACH FUNNEL STAGE
INFLUENCES THE OTHERS

EACH STAGES SUCCEEDS OR FAILS BASED UPON
PERFORMANCE AT PREVIOUS STAGES

HOW TO BE PREDICT IMPACT BASED ON HISTORICAL

DATA


PROACTIVE UNDERSTAND HISTORICAL RELATIONSHIPS TO ESTIMATE

HOW GROWTH OR LOSS WILL AFFECT THE LARGER WHOLE

ADJUST BEHAVIOR TO COMPENSATE OR

CAPITALIZE ON CHANGES

USE METRICS TO KNOW WHAT ACTIONS YOU CAN LEVERAGE
TO ACHIEVE OPTIMUM PERFORMANCE
@jtrondeau
START WITH
GOALS
 GIVE YOU A MEASURE OF SUCCESS


WHY GOALS
STARTING WITH GOALS ALLOWS YOU TO DECIDE WHAT
SUCCESS LOOKS LIKE

MATTER ALLOW YOU TO REVERSE ENGINEER TO THE

STARTING POINT

KNOWING YOUR DESIRED END RESULT LETS YOU KNOW
WHAT YOU NEED YOUR AUDIENCE TO DO AT EVERY STEP

@jtrondeau
 OUR GOAL IS TO SELL 100 CORE OFFERS
A MONTH

WHAT ARE THE STEPS TO OUR GOAL?

EXAMPLE WE MUST MOVE PROSPECTS DOWN THIS

FUNNEL:

ANALYSIS • SITE VISITOR

• CONTENT READER
• BANNER CLICKER
• LEAD
• TRIPWIRE PURCHASER
• CORE OFFER PURCHASER
@jtrondeau
 WHAT ARE OUR SALES CONVERSION
RATES?

USE CONVERSION RATES TO REVERSE ENGINEER THE
NUMBER OF BANNER CLICKS REQUIRED

START AT THE
END… 100 = .114*.089*.376*X

100/(.114*.089*.376) = X

26,213 = X
@jtrondeau
 WHAT ARE OUR BANNER CLICK %S?

USE BANNER CLICK % TO DETERMINE HOW MANY
UNIQUE VISITS TO CONTENT WE NEED
TRACE BACK TO
MIDDLE OF
THE FUNNEL 26213 = .0907*Y

26213/.0907 = Y

289,007 = Y
@jtrondeau
 HOW FREQUENTLY DO NEW VISITORS
BECOME CONTENT READERS?

FOR THIS SIMPLIFIED FUNNEL, WE’LL ASSUME 80% OF

AND FINALLY
NEW VISITORS READ AT LEAST ONE ARTICLE

289007 = .8*Z

TOP OF THE 289007/.8 = Z

FUNNEL 361,259 = Z

THEREFORE, TO REACH OUR GOAL WE MUST

DRIVE 361,000 NEW VISITORS MONTHLY

@jtrondeau
 OPTIMIZE TO COMPENSATE
AND IMPROVE PERFORMANCE
 UNDERSTAND THE ANALYST’S FUNNEL IS
CONNECTED

THE ANALYST’S FUNNEL, AND ALL FUNNELS, DO NOT EXIST IN
A VACUUM - ALL THE PARTS WORK TOGETHER
BECOMING START WITH GOALS, THEN REVERSE ENGINEER


PROACTIVE USE YOUR DESIRED END RESULT TO MAP OUT WHAT SUCCESS
LOOKS LIKE

TRACK & OPTIMIZE ALONG THE WAY


USE YOUR ANALYST SKILLS TO IMPROVE PERFORMANCE AT
EVERY STAGE TO HIT AND SURPASS YOUR GOALS

@jtrondeau
 GO FORTH
AND ANALYZE
ANALYTICS & DATA MASTERY
AND CERTIFICATION CL ASS