5 essential practices for the data driven organization
TRANSCRIPT
5 Essential Practices of theData Driven Organization
Essential cooperative behaviors for both content and technology teams focused on digital ROI.
Common roadblocks and how to overcome them using expertise and technology.
Insights into some "convergence analytics" tools coming on the market
Overview: We Will Cover . . .
Analytics Today: a Tough Fight• Few organizations can manage
effectively• Lack of overall standards and
benchmarks• Lack of efficiency in analytics process• Quantity of data is ahead of data
analysis• Frequent uncertainty that data is
accurate• Flawed tags and data collection• Difficult to keep tools/tagging/expertise
current
Multi-Channel Adds to Complexity
• Mobile• Social• eMail• Web• Off-line
• . . .is Convergence Analytics in our future? (more later)
Muted Impact of Analytics• Analytics often isolated from decision-makers• Reports go to report recipients—but what do they do with the
data?• Analysts generate insights• . . .but executives may or may not be interested• Tendency to focus on global trending data
– Rather than engagement and conversion metrics– Because it is much harder to define engagement and
conversion than to look at overall trends
• Internal political impact of success/failure measurement
Analytics Success• Success in analytics requires
industrial strength accuracy, standardization and a repeatable process.
The Data Driven Organization
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The Data-Driven Organization is:• Organized around the intelligence gained from the data it
collects about its customer interactions.• Good about Managing Expectations• Willing to admit its requirements are not unique (and
therefore cannot be defined)• Ready to standardize its measurements across digital
properties• Ready to get expertise where it resides (rather than
relying on a preconceived notion of where it might be found)
• Eager to improve based on findings
Five Essential Practices (1)
• The Data Driven Organization defines what it wants to measure
Five Essential Practices (2)
• The Data Driven Organizationdeploys analytics tools expertly
Five Essential Practices (3)
• The Data Driven Organization analyzes results and makes recommendations
Five Essential Practices (4)
• The Data Driven Organization creates changes based on data
Five Essential Practices (5)
• The Data Driven Organization measures again. . .and again (to see what worked)
A Repeatable Process
• eBusiness 5 Step Optimization
• The method by which the Data Driven Organization can get organized
A Repeatable Process• e5o provides a framework for total web and
digital ROI. Properly deployed, it is a complete, repeatable feedback loop targeted at success. It involves business, technical, analysis and creative components that form the basis for a data-driven marketing organization
A Repeatable Process
Define Drivers Set of goals and targets for web optimization project
Clear understanding of success factors for web site
Activity Deliverable Benefit
Build Metrics Create measurement criteria plus tool configuration
Gain critical insight into web performance
Plan Actions Map of improvements, based on data analysis
Targeted, achievable improvement goals
Create Changes* Development and delivery of actual improvements
A web site that responds to quantifiable critique
Measure Success Evidence of improvement by percentage
Proof that the process resulted in. . .
. . .Better Web ROI
*may include third party content creation
KPI Definition Basics
You’ll want to improve. . .
Stickiness On line Sales Customer
Contacts Efficiency/
Productivity
Content/Brand E-Commerce Lead
Generation Self-Service/
Information
If you are a______site. . .
The Data Driven Organization Knows How to Categorize its Digital Properties
Conversion Basics
• Reach (Campaigns)• Engage (Landing Page/Other Convincing Content)• Convert (Visitor performs desired action)• Retain (Re-target, up-sell, cross-sell)
Key Performance Indicators are almost synonymous with “desired actions”. When desired actions are performed by the user, that is considered to be a “conversion event”.
The four major steps in conversion are shown below.
The Data Driven Organization Knows How to Segment Conversion Steps
Campaign Awareness
• Every “touch-point” is a Campaign• Email• Social• Banner• Module• Affiliate
• . . .and can be measured
The Data Driven Organization Knows That Campaigns Must Convert
The Importance of QA
• The Data Driven Organization trusts its numbers
• . . .because they've inspected tagging and filtering very carefully.
Tags/Filters
The Sixth Sense
• Convergence Analytics–Big Data meets–Multichannel meets–Web Analytics
• Targeting Marketers with data from many sources
The Sixth Sense (2)• Convergence Analytics
–Data extraction–Data preparation–Data load–Data presentation
• From numerous sources, including off-line
The Sixth Sense (3)
• Convergence Analytics• The goal is a single view of marketing
touchpoints• Focused on understanding true ROI• Players: Anametrix, Gooddata, Domo• Does Convergence Analytics replace web
analytics?
Look in the Mirror• Do you recognize your
organization?• Can you:• Define your conversions• Measure accurately• Change
content/architecture based on metrics
Data Driven
What Success Looks Like• Data Driven Organizations will thrive in a
digitized marketplace because they know that:
• “Creativity without Conversion equals Zero” *
*Rand Schulman
