Agency Practice Web Analytics – Part 2 : Client Deliverables

OK the gauntlet has been thrown down by a colleague for not posting anything for a VERY LONG TIME.  Mea Culpa.  I’m going to go with this excuse:  “Since I joined Tripwire last June,  I’ve been too busy to write a blog post”.      I am going with it.  Suffice to say, things are AWESOME here in UX land.  In six short months we have gone from 1 lone wolf (me) to a department of 5.

Last post I discussed the general problem from the agency side – and talked about internal tools that would help to create a process.   Recently, someone reached out to me and said “WELL – What is the rest of the story?”  This post is about what we give our customers.

Here is the Problem I hear: “We want to provide actionable web analytics to our customers but……….

  • “Our clients don’t know what to measure”
  • “All we are reporting on are “primitive metrics”  and our clients don’t know what to do with them”
  • “We are spending time putting numbers into spreadsheets – and never see any outcomes based on that data”
  • “This whole analytics thing just peters out over time”
Solution :  Engage your customers and keep them interested by delivering data they can act on

So there are three customer deliverables that dovetail with the internal docs I discussed months ago.
  1. Research Memo
  2. Dashboard (Scorecards)
  3. Observations
Research MemoResearch Memo Screenshot

What is it?

Exactly what it sounds like.  This is a memo that tells the customer what they are agreeing to in the way of Web Analytics for their site — this could also be done as an SOW, but sometimes when you have a project in place — adding an SOW is tricky.   It is important in this memo to lay out all of the events, milestones, and deliverables.  Include what you will be measuring and why.  This is your chance to let the client know that you understand their business and can tie their goals to things people will do on their site.

Who owns it?


When do we use it?

After we complete the business questions matrix.

What are the outcomes?

Permission to design the reporting dashboard and carry on with implementation.


What is it?

So this dashboard is actually a spreadsheet that surfaces data to the customer in a more consumable package than the reporting tool.   Eric T Peterson a certified Web Analytics genius in my book put together the first KPI Dashboard spreadsheet back in the 80s.    OK,  I lie.  It was more like 1999.    He has a bunch of resources on his site and you might want to get it there if he still makes it available.   He is offering his seminal ” Web Analytics Demystified ” for free.

The point with this deliverable is to make something for your customer that makes sense of the confusing  dashboard they can’t take action on with their web analytics tool….

Who owns it?

Your Web Analytics Guru

When do we use it?

Monthly or quarterly depending on the contract.

What are the outcomes?

Opportunity to do analysis.

Observations and Analysis Reports

What is it?

A report out that surfaces important data and trends with observations and recommendations for optimization.  This my friends is the bread and butter.  Here is where you get to apply your genius in analyzing data to drive continuous improvement for your customer — and work for you.

Avinash Kaushik is a expert in Web Analytics and the author of the top rated blog Occam’s Razor.

He also has an AWESOME book that goes beyond Web Analytics concepts and definitions to provide a step-by-step guide to implementing a successful web analytics strategy  – Give it to your clients as part of your engagement with them.

Who owns it?

Strategy and Analytics

When do we use it?

Every time we deliver a dashboard or… when we are called upon to do analysis on the data — (ask for a bucket of consulting hours to use for this).

What are the outcomes?

Hopefully some continuous improvement and web site optimization work.

Note :  If you would like to have some file  templates for these deliverables,  I am happy to share them with you.  Please tweet me @uxsuccess or just send me mail at

Until next time —

Published by JB

@uxsuccess Lean User Experience; Agile software development @Tellagence, I believe user success = business success. I talk about that here: Personal blog -

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