4 Module Four: Think Optimised

Overview

In this module, we will learn to use digital analytics to optimise a business.

By the end of this module, you should be able to:

  • Identify a company’s business objectives and goals
  • Translate business objectives into digital marketing KPIs
  • Describe the sources and types of data for digital analytics
  • Assess the relevance of dimensions and metrics to a business
  • Make relevant hypotheses and propose relevant tests

Week 1

Lesson 1: Data

In this lesson we will take the first steps to transforming a company into a data-driven organisation. Specifically, we will translate business objectives and goals into clear and measurable Key Performance Indicators (KPIs).

By the end of this lesson, you should be able to:

  • List relevant data and information sources for digital analytics
  • Identify a company’s business objectives and goals
  • Translate business objectives into digital marketing KPIs

You will be working with a new group, so be sure to introduce yourself and get to know your new team members in the group activities.

Complete the activities below before the live class on Thursday 16th April. This lesson should take no more than three and a half hours to complete in total: the pre- and post-class activities should take no more than two and a half hours to complete and the live class lasts one hour. The pre-class activities will be explored in the class.

Start with the first activity at the top. When you complete an activity, come back to this page to access the next one.

Survey: From Business Objectives To Business Goals (30 Minutes)Preview

As we discussed, to stay focussed, you need goals that have been broken down into concrete measurable actions. Likewise, it is all too easy to get mesmerised by dashboard functionalities without a clear purpose.

In marketing, this clear purpose is the business objective, which we then break down into the greater levels of specificity of goalsKPIs and KPI targets.

To understand this process, read Avinash Kaushik’s article Web Analytics 101.

Now we will apply this thinking to three companies by taking that first step and moving from business objectives (why does your website exist?) to goals (specific strategies you’ll leverage to accomplish your business objectives).

Take a look at each of these companies and, for each company, write one of the company’s business objectives and three of its goals that support that objective.

Brainstorm: Data And Information Sources (30 Minutes)

When you have determined your business objectives and goals, you will next need to find the right data or information source to indicate if you are reaching these goals.

Companies have a great wealth of ways to track their progress. Consider the international charity Amnesty International. What do they know about their audience?

For this activity, hand draw a mindmap to list all the tools at their disposal and the data and information they would get from them.

To upload a photo:

  1. Select the image iconImage
  2. Select Browse repositories
  3. Select Choose file
  4. Choose the file and select Open
  5. Select Upload this file.
  6. Fill in the image description
  7. Select Insert.

Remember: there is a lot more than your website data. On the first level from the central bubble, list the sources of data available to you. On the second level, list the data these sources could provide.

Put in ovals any data and information you personally would feel comfortable sharing; put in diamonds any data and information you would not feel comfortable sharing.

Quiz: Metrics And Dimensions (20 Minutes)

Now that you have looked at the broad array of data sources, let’s consider some of the key concepts in web analytics.

Watch this video on web metrics and dimensions at the Google Analytics academy. After the video, answer this quiz to check that you have understood these ideas.

 

Discussion: How To Find Your KPI (30 Minutes)

We’ve looked at potential sources and types of data and information to track whether you are reaching your goals.

Now, the big question: which are most relevant to track a company’s goals?

In other words, what are your key performance indicators (KPIs)?

Read this article by Avinash Kaushik Digital Marketing and Measure Model and consider which KPIs are most relevant for these organisations.

Based on your previous work with EvernoteAmnesty International and BrewDog, state what you think are the relevant KPIs are for these companies.

 

Week 2

Lesson 2: Insights

 

In this lesson we will explore the processes that move us from data to insight. Specifically, we will form hypotheses and propose tests based on our key metrics.

By the end of this lesson you should be able to make relevant hypotheses and propose relevant tests.

Complete the activities below before the live class on Thursday 23rd April. This lesson should take no more than three hours to complete in total: the pre- and post-class activities should take no more than two hours to complete and the live class lasts one hour. The pre-class activities will be explored in the class.

Start with the first activity at the top. When you complete an activity, come back to this page to access the next one.

This week you also have an additional optional class on Monday 20th April: An introduction to Google Analytics.

Discussion: What Would You Improve? (15 Minutes)

Whilst web design gets better and better, we can still find ourselves subjected to trials that we would never tolerate in a face-to-face interaction. Google analytics recently satirized this disjunction in a series of videos.  https://youtu.be/3Sk7cOqB9Dk

Analysis: Data That Makes A Difference (30 Minutes)Preview

As you might have seen in the previous activity, conventional wisdom is not always right and you find yourself being incorrect more often than not. It is therefore important to run a rigourous cycle of metrics, hypothesis, experiment and action.

Avinash Kaushik calls the process moving from metrics to action the Lean Analytics Cycle.

Metrics – Hypothesis – Experiment – Act

 

Week 4

Lesson 3: Review

This week, we will review the ideas that we have discussed throughout the Think Optimised module. By the end of this lesson, you should be able to summarise the main themes of the module.

Complete the activities below before the live class on Thursday 7th May. This lesson should take no more than two hours to complete in total: the pre- and post-class activities should take no more than one hour to complete and the live class lasts one hour. The pre-class activities will be explored in the class.

Start with the first activity at the top. When you complete an activity, come back to this page to access the next activity.

 

Discussion: What Have You Learnt? (10 minutes)
by Troy Kagan – Squared Community Facilitator - Wednesday, 25 March 2015, 2:01 PM

Cast your mind back to the overview for this module when we said that this section of the course would prepare you to:

  • Identify a company’s business objectives and goals
  • Translate business objectives into digital marketing KPIs
  • Describe the sources and types of data for digital analytics
  • Assess the relevance of dimensions and metrics to a business
  • Make relevant hypotheses and propose relevant tests

This is your chance to reflect on those learning objectives and let us know which areas you feel most comfortable with, and if there are any aspects of this module that you would like to revisit in the final live class.

Post your thoughts below to complete this activity, and feel free to respond to each other’s comments and share your main points of learning.

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