Web analytics, web metrics, and how to use them to track and improve conversions

Sam Decker used to work for Dell, now he works for Bazaarvoice - he speaks very well and projects poise of a leader.   Sam and his family spent some time before the Emetrics Conference looking at monuments in Washington DC - and had some nice things to say.... how did this country happen...they did not have all the technology we have today...and yet the founders were able to make decisions - and make the United States happen.

What is a system - several things are happening that are part of the business or on the side and how do you use EMetrics to become part of the process.

• woodpeck and peacock (web traffic - peaks and valleys) - think about the things you do day to day that help people get visibility - and on the big things that matter  (Dashboards)
• Set the numbers free - what's the difference  in a web metrics dashboard being 5 clicks vs. 2 clicks away.  How can you get people to make the tools easy to access and tools
• Mind the Gap - (IE: London Subway) or often not aware of the gap between your customers' perspective when you put through your perspective. - Don't forget what's in it for them.  You close the gap by telling your customer how Metrics help their business.  Focus on the high frequency and high value metrics.
• Make a dashboard easy to read and the frequency that it's looked at and the distribution.
• Champion servers as a "point" for driving awareness - make someone a web champion
• Create health competition - create little competitions every day - could be one brand vs. another or could be offline vs. online
• Dramatize the competition - put your self up to be proved wrong.
• Show what  your showing.   You see metrics everyday and become numb to them - show the emotions of large numbers of people.  Making it real.

Questions:

1. How do you prevent senior management from getting the wrong numbers? 

A. Need to participate in meeting where you can introduce the information in the best way.  Also use less KPI's - one's they can't screw up.

2. How do you find the people to build these teams?

A. Depends on what you mean by "Type" of people (Sam Decker) - a producer vs. an Analyst (interesting insights - translate the metrics to something useful to the business).  Can an analyst discover something that you would not have seen by just a report.  In an interview - look for curiosity all the way to execution.

A. Avi - do a google search on behavioral interviewing - see what kind of questions will ask.