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Join Adam and Rudi as they talk with Jenn Kunz, Implementation Consultant with Keystone Solutions, as they talk about analytics implementation tips, tricks, and some common pitfalls. The group drills into things that signal a good or a bad implementation, the mystery of form analysis, and much more.
So download this podcast to your favorite mobile device or listen to the podcast here! If you have any comments or questions for the podcast, please use the comment section below.
Hosts: Adam Greco, Rudi Shumpert
Guests: Jenn Kunz
Jenn is an Implementation Consultant with the Technology Solutions Group at Keystone Solutions. With a background in web development and design, she began her analytics career in Consulting Services at Omniture in 2006, working primarily on the Financial Services team. Over the years, her repertoire expanded to include Searchcenter, Genesis, Test&Target1:1, Rich Media, and Javascript Tag Management. She spent the last few years as an independent contractor, focusing on email marketing analysis and data integration. She has served as a mentor for the Analysis Exchange, creating a (free) custom JavaScript solution to track outgoing links automatically in Google Analytics.
She blogs at http://blog.implementalytics.com/ and http://www.keystonesolutions.com/community/ and is an active member of the twitter #measure community as “jenn_kunz“
Episode 48 - Implementation Tips with Jenn Kunz [ 47:13 ] Play Now | Play in Popup | Download (1919)Related Links
- http://blog.implementalytics.com/2011/05/implementation-fails/
- http://adam.webanalyticsdemystified.com/2011/06/27/some-sitecatalyst-implementation-pet-peeves-omniture/
Music for the podcast was created by Patrick Ferland.
August 4, 2011 at 6:06 am
The comments Jenn offer are superb. I particularly liked her statement on “I want to track…” and twisting it to “I want to test…” “I want to compare…” It’s very insightful for encouraging the client to think more broadly than just tracking, to get to the heart of why a measurement should take place.
August 4, 2011 at 10:16 am
DudeA: “I want to track every time someone clicks on a picture on this page”
DudeB: “Why?”
DudeA: “Um, I dunno. It would be good to know.”
DudeB: “Why?”
DudeA: “I like the pictures”
DudeB: “And what will you do if you find out that only 2 out of the 10 pictures are clicked on?”
DudeA: “Well, nothing. This isn’t a very important page. I like the pictures. Those people probably don’t buy my stuff. Have you got any cheese?”
DudeC: “PUT DOWN THE CLUB AND STEP AWAY FROM THE CLIENT!”
August 5, 2011 at 8:16 am
Funny that the one time Adam tried to not go deep on Omniture (“KPI pathing”) he referenced something that GA actually *doesn’t* do — pathing!
It was good to hear the “what do you look for when you first see an implementation?” question. For me, I ask: 1) Send me the reports you look at regularly OR the analyses you have looked at most recently (more often than not…there are none), 2) describe who is responsible for reporting, analytics, and implementation — names, where they are in the organization, and how much of their time is spent on that work (more often than not…it’s 1-3 people who dabble on the side), 3) set me up with a login to the tool (I also snoop around site-side with Charles/Proxy or the Digital Pulse Debugger as appropriate to get a sense of whether they have any customizations, whether they’re doing any onclick tracking, etc.). The challenge here is making sure our client teams that the data/access I’m asking for isn’t because I’m going to dive in and analyze the data, but, rather, so I can get a handle on whether the client is doing that at all. IF the client is doing much on that front, then this exercise surfaces *who* is doing it, which, in turn, is who I want to be talking to directly.
As for why companies spend money on WA tools and then don’t invest in the people, Avinash has been lamenting this for years — it led to his 10/90 rule. Jenn nailed it, though (and I’ll now extend) — even a poorly implemented WA tool can spit out charts and graphs, and it can even spit out data that is “interesting.” Just because marketers are being bludgeoned to “be data-driven” doesn’t mean they know what that means. So, if they get a chart out of a tool and work that into a PPT deck, then they’ve effectively seen the emperor’s clothes, whether they’ve really gotten value out of the data or not.