web analytics project brief: how to mobilize and energize your analytics team

HOW TO

MOBILIZE & ENERGIZE

YOUR ANALYTICS TEAMRACHELLE MAISNER

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Rachelle Maisner

• Marketing Grad• Retired Sr Analyst from Digitaria• Current Account Manger at Digitaria• @5ftDYNAMITE

How many of you are part of an

analytics team?

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Clients/Stakeholders think of your team as just Report Monkeys

Client/Stakeholders request X, Y, Z metrics – instead of requesting

insights

Analyst end up doling out reports, and feel underutilized and under

appreciated

Deliver dull reports and reinforce preconceptions

THE RAT HOLE

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It’s time to evolve

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We want to be innovative

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Unlock the creative potentialof your analysts

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WRITE A BRIEF

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Analysts are creative.

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A brief should provide

DIRECTIONand

INSPIRATION@5ftDYNAMITE

A BRIEF IS

A BRIEF IS NOT

• A conversation starter

• A thought-generation tool

• Above all, a brief is BRIEF

• A work order

• Step-by-step directions on what to do

• Easy to write

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“The most important thing about

the creative brief is that it must

inspire the people who are given

the task of solving the problem…

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…The brief has to leave a lot of

room, a lot of runway so you can

take off.”

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When to use a brief

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Align multiple people to one purpose

Make room for creativity

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Include EVERYONE…or at least as many as you can

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Let’s talk format

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“Same sh*t, different boxes.”

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Old School Creative Brief

Key Fact

What consumer problem must the advertising solve?

What is the objective of the advertising?

What is the most important benefit, promise, and/or offer?

Who are we talking to?

Who or what are we competing with?

What should the tone of the advertising be?

Are there any mandatories we must account for in the

advertising?

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Dynamite Analytics Brief

Business Challenge Overview

Client Ask

Drivers

Site Content Objective and Goals

Current KPIs

Additional discovery session insight

Assumptions

Methodology

Data Scope@5ftDYNAMITE

Business Challenge OverviewKey business challenges that our solution can

resolve or address.

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Client AskWhat has the client specifically asked us

to do?

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DriversWhat are the questions we seek to answer?

What are the critical insights we are driving

to? What does project success look like?

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Site Content Objectives & GoalsWhat is the purpose of the site content?

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Current KPIsWhat is currently in practice?

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Additional discovery session

insightWhat relevant information have we received?

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AssumptionsRisks? Opens?

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MethodologyHigh-level approach to solve the business

challenge.

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Data ScopeData sources, segments, views/profiles/report

suites

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RESULTSAnalysts are more engaged

Tap into the creative spirit

Realize out-of-the-box thinking

Change perceptions

Happy clients

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Final Thoughts

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Don’t do it alone

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The brief has one purpose, don’t

make it a multi-purpose document

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Take it seriously and don’t rush it

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And finally, use it

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Thank you.

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