Building an Analytics Team
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- Gertrude Day
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1 Insights Building an Analytics Team Presenter: Brian Clifton Author of Successful Analytics and others webinar 1, May 27th 2015 BrianClifton.com
2 About InfoTrust Web Analytics Consulting & Product Development 2,000+ sites analyzed and supported annually 50+ Digital marketing training programs a year BrianClifton.com 2
3 About Brian Clifton... Measurement strategist, advisor and practitioner of performance optimisation using Google Analytics Xoogler - founding Head of Web Analytics, Google Europe (built the original GAIQ) Now: Director, Data Insights & Analytics Author of 4 books 20% coupon Full colour, 336 pages goo.gl/ji0yvr BrianClifton.com 3
4 Discussion around the book copyright 2015 Brian Clifton BrianClifton.com 4
5 Agenda 1. Naming the team 2. Positioning it within the organisation 3. Building it - The Dream Team - The Min Team - Scaling up 4. Recruitment BrianClifton.com 5
6 1. What s in a name? BrianClifton.com 6
7 Naming sets expectations Names to avoid: Analytics Team X Data Team Google Analytics Team Measurement Team. Alternatives: Insights Team! ROI Team Digital Performance Team Name your team based on what you aspire to not what it does day-to-day BrianClifton.com 7
8 2. Determining where your Team fits BrianClifton.com 8
9 Aligning your team - where its sits Outsourced most common ADV: Jumpstart setup BUT: You still must take responsibility i.e. align with the business (internal resource) Otherwise you end up in a silo Marketing & Comms. Works if digital is the focus of marketing Sales Good choice if you have e-comm Strategy & Operations Works if digital is a significant part of the business model IT Dept. AVOID - unless unless IT is already tightly integrated with marketing BrianClifton.com 9
10 3. Don t build a silo BrianClifton.com 10
11 Customers rarely discover you in a silo BrianClifton.com 11
12 Integrating with your stakeholders Consumer Insights Marketing & Comms. Sales Internal resource Strategy & Operations IT Dept. BrianClifton.com 12
13 4. What staff do you need? BrianClifton.com 13
14 The Dream Team Conversion Optimisation analyst Data scientist Strategic marketing analyst Tactical marketing analyst Technical analyst BrianClifton.com 14
15 The Dream Team Works with tactical analyst - but broader scope & longer timeframe Brings together other data - looks for the best marketing mix long term. Senior person (#2) Your chief story teller and overseer of analytical methods Responsible for all data collection, automation, integration and QC Can be part-time Data structure of day-to-day marketing activities Focus on understanding the marketing mix with testing and experimentation Identifies on-site factors to improve i.e. the sales funnel Expert in web design, website architecture and testing BrianClifton.com 15
16 What if your needs are smaller? What about a statistician? BrianClifton.com 16
17 The Min Team Drives data collection, analysis and recommendations Communicates business requirements to GACP, and tracking implications back to stakeholders Ensures action items have owners and co-ordinates FULL-TIME, or you ll get a silo! Implements tracking Provides technical support PART-TIME BrianClifton.com 17
18 Scaling your team +Data scientist +Technical analyst +Conversion Optimisation analyst +Strategic marketing analyst BrianClifton.com 18
19 5. Recruiting talented analysts BrianClifton.com 19
20 Looking for data problem solvers is hard! Analytical - they take nothing at face value Evidence based thinkers - meticulous fact checkers Creative - can take a sideways look at data BrianClifton.com 20
21 Characteristics of data analysts* Have a cognitive attitude and search for deeper knowledge about everything Are driven to be creative and want to create elegant solutions Have a strong desire to do things the right way Have an extremely high sense of quality, standards, and detail orientation Tend to be restrained and less verbal at team meetings - unless asked for input, or the topic is of high importance from their perspective Take calculated, educated risks, only after a thoughtful analysis of facts, data, and potential outcomes. *Reference: Greta Roberts, CEO of Talent Analytics Corp. BrianClifton.com 21
22 Avoid looking for unicorns - be specific Don t combine or mix analyst roles Use the radar approach to map out your required skill-set BrianClifton.com 22
23 Role description is critical Web analyst The role is to be an expert web analytics practitioner able to confidently own, and proactively deliver high quality analysis and insight to the business to support the daily evolution of our sites functionality. Design and carry out appropriate analysis in response to business questions. Derive accurate and actionable insight from analytics data and deliver conclusions to business stakeholders and senior managers via persuasive presentations and engaging reporting. Regularly review analytics implementation to ensure all interactions are tracked and measured accurately and ensure new functionality is robustly and accurately measurable. Support CRM and marketing teams through development of segmentation analysis and multichannel attribution models. Champion a testing and measuring culture, utilising all available data to help identify candidate areas of the sites where a customer s experience could be improved. Lead regular workshops with business stakeholders to ensure analytics insight is being appropriately disseminated and understood within the business. BrianClifton.com 23
24 What I have used for interview questions Describe an example of when you have worked with stakeholders to define key performance indicators. Looking for a structured process: - who are the stakeholders; how and why were they selected; how were expectations managed; how were KPIs delivered; what actions were taken based the results? What metrics do you use to determine success? Trick question it is the business that determines what constitutes success. Its the analyst s role to figure out how to measure it Talk through an advanced accomplishment you have achieved with data. Assesses their storytelling ability. Look for clarity, (defining the issue), analytical capability, and critical thinking BrianClifton.com 24
25 Summary wrap-up BrianClifton.com 25
26 Summary Thank you! 1. Naming the team - don t be the data team 2. Positioning it within the organisation - align to multiply investment 3. Building it - The Dream Team - cover all five roles - The Min Team - critical to avoid a silo - Scaling up - fill resource holes with a GACP 4. Recruitment Unicorns don t exist - be specific BrianClifton.com 26
27 Our Next Webinar Storytelling with Web Analytics with Brian Clifton Wednesday, June 3 1:00-2:00pm EST Register: goo.gl/fsslxl BrianClifton.com 27
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