web analytics project brief: how to mobilize and energize your analytics team
DESCRIPTION
Originally presented at the eMertics Summit in Boston 2014. Download for slide notes. In the advertising biz, nothing is more sacred than a well-written project brief. For years, great project briefs have enabled creative departments to develop award winning and effective advertising. But the brief isn’t just for creatives, or even just for agencies. Rachelle (@5ftdynamite) shows how to leverage this agency artifact for your analytics team to inspire creative, out-of-the-box analytical thinking while also driving your projects forward on-time and on-budget.TRANSCRIPT
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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