{"id":4251519,"date":"2015-08-28T13:36:00","date_gmt":"2015-08-28T11:36:00","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/how-to-turn-analytics-data-into-actionable-business-insight\/"},"modified":"2015-08-28T13:36:00","modified_gmt":"2015-08-28T11:36:00","slug":"how-to-turn-analytics-data-into-actionable-business-insight","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-uki\/insight\/how-to-turn-analytics-data-into-actionable-business-insight\/","title":{"rendered":"How to turn analytics data into actionable business insight"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/button>\n\t\tHow to turn analytics data into actionable business insight\t<\/h1>
\n\t\t\t\n\t\n\t
\n\t\tBrian Robinson\t\t
\n\t\tManaging Director UK\n\t\t\t<\/div>\n<\/div>\n\t
\n\t\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\tDate\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t28 August 2015\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n
\n\t
\n\t\t\n\t\t\t\t\t
\n\t\t\t\t\n\n\t\tIn this series of posts, we\u2019ll show you how to unlock actionable business insight from your analytics data. This first article looks at the three step process for data processing.\t<\/h2>\n\n\n\t\tA definition of web analytics\t<\/h2>\n\n\n\t\tMany people define analytics as being the \u2018process of collecting data about users visiting a website\u2019. For example: where they enter; how long they stay on the site and what pages they visit.

However, this is only a very small part of the process, and analytics can play a much larger part in your business strategy

At DEPT\u00ae, we consider analytics to be \u2018the process of turning data collected from web analytics tools into actionable business insight, enabling organisations to make informed decisions regarding their digital proposition\u2019.\t<\/p>\n\n\n\t\tData processing: a 3 step process\t<\/h2>\n\n\n\t\tThe whole end-to-end process of turning data into insight can be summarised into three key phases:

1. Input<\/strong>
Data is collected into a web analytics tool.

2. Analysis<\/strong>
Data is reviewed by a web analyst, who segments, compares and benchmarks data to reveal insight.

3. Output<\/strong>
Analysts summarise their findings into reports that provide Key Performance Indicator (KPI) movement, as well as the key underlying trends, changes and activity causing said movement.

The \u2018analysis\u2019 phase is the most labour intensive part of the process, and also the most important. It\u2019s in the analysis phase where raw KPI data is translated into meaningful stories behind the data.
In our next post, we\u2019ll be looking more specifically at the analysis phase of the process, exploring how insight can be revealed through data segmentation, benchmarking and comparative analysis.\t<\/p>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t