Training End Users

by Mar 9, 2020

In the last post of this blog series on being success­ful with digital analyt­ics, I discussed a few differ­ent approaches to provid­ing digital analyt­ics support to inter­nal customers. Many of the poten­tial models involve train­ing inter­nal customers on how to access and utilize digital analyt­ics data. In this post I will share some of the lessons I have learned around the area of train­ing.

In the past twenty years, I have trained a lot of people on digital analyt­ics and the asso­ci­ated tools (mainly Adobe Analyt­ics). The main thing I have learned in doing this is that train­ing non-analyt­ics folks to use digital analyt­ics tools is much harder than you’d think. As digital analysts, we live and breathe things like Visits, Unique Visi­tors, paths, cookies, dimen­sions, etc. But most folks on the busi­ness side only know their area of the busi­ness or a portion of the website. Most people in busi­ness didn’t learn about digital analyt­ics in college (though that is chang­ing now), so they have no formal train­ing in web/app data.

In addi­tion, each digital analyt­ics tool has its own quirks that have to be learned (i.e. what is the differ­ence between an instance and an occur­rence?). You may have inter­nal customers that have used Google Analyt­ics in the past and are now being asked to use Adobe Analyt­ics or vice versa. Plus, each digital analyt­ics imple­men­ta­tion is config­ured differ­ently, and data points can have differ­ent names and defi­n­i­tions from one orga­ni­za­tion to the next.

So how do you over­come these poten­tial train­ing obsta­cles? One thing I have found helpful is to avoid train­ing end-users on the actual digital analyt­ics tool and instead revert back to your busi­ness require­ments. Most people learn better when they are attempt­ing to answer a ques­tion that is mean­ing­ful to them versus simply doing random exer­cises. Since you already spent consid­er­able time docu­ment­ing what busi­ness ques­tions people have at your orga­ni­za­tion, you can build train­ing around these ques­tions. For example, I once had a finan­cial services Adobe Analyt­ics client that wanted to teach a bunch of end-users how to do a Venn diagram analy­sis in Adobe Analyt­ics. Instead of showing them how the actual reports are built, I went back to their require­ments and saw that they had asked for a way to create a segment of customers that were retired, high net worth and heavy investors. I real­ized that a good way for them to build that segment was to use a Venn diagram visu­al­iza­tion in Adobe’s Analy­sis Work­space inter­face. I proceeded to walk them through creat­ing the segment via the Venn diagram and they got exactly what they were looking for. They got the segment they wanted and unknow­ingly learned how to use the Venn diagram (another Miyagi tech­nique!)

Another way to lever­age all of the work you put into the busi­ness require­ments is to record short 3–5 minute videos for each busi­ness require­ment. Like the preced­ing Venn diagram example, you can show specific ways to answer the ques­tions in your require­ments list and record your­self using the analyt­ics tool and narrat­ing what you are doing as you go. These videos can then be shared inter­nally on an intranet or shared folders. I have even put hyper­links to the videos directly into the SDR like this:

If you want to be even fancier, you can create your own inter­nal video podcast and let your inter­nal users down­load the train­ing videos to their phones or iPads where they can watch them during their commute!

Lastly, I suggest that your team consider having in-person or virtual “office hours” that your inter­nal users can take advan­tage of if they need help or want to dive deeper into a specific topic.

Action Items

Your home­work for this post is to:

  • Catalog any digital analyt­ics train­ing that you currently have for your end-users.
  • Consider conduct­ing a survey to your inter­nal customers asking them where they feel their skill level is and what they’d like to learn so you can start deter­min­ing who you need to train and on what topics.
  • Create one short video on one of your busi­ness require­ments and run it by some inter­nal customers to see if they find it helpful.
  • If you are an Adobe Analyt­ics customer and need to train your end-users on Analy­sis Work­space, check out this tips blog post I wrote last year.

In the next post, I am going to share some other ways you can help train your end-users by improv­ing how you docu­ment your imple­men­ta­tion.

We’re here to help you through this.

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