analytics. it's not about the numbers - andrew scott
TRANSCRIPT
![Page 1: Analytics. It's not about the numbers - Andrew Scott](https://reader035.vdocument.in/reader035/viewer/2022070604/5437a00d8d7f72ef548b7655/html5/thumbnails/1.jpg)
Analytics.it’s not about the
numbers*Brought to you by Andrew Scott
November 2013
* it is a little bit
![Page 2: Analytics. It's not about the numbers - Andrew Scott](https://reader035.vdocument.in/reader035/viewer/2022070604/5437a00d8d7f72ef548b7655/html5/thumbnails/2.jpg)
• https://www.vizify.com/andrewjhscott/
• http://uk.linkedin.com/in/andrewjhscott/
• @techtranslated
• @digitalmktfs
Andrew Scott
![Page 3: Analytics. It's not about the numbers - Andrew Scott](https://reader035.vdocument.in/reader035/viewer/2022070604/5437a00d8d7f72ef548b7655/html5/thumbnails/3.jpg)
What is it all about?
Focusing on the right activities
But first we need to understand the journey
Sharing agreed, actionable insight with decision makers
If it’s not about the numbers…
![Page 4: Analytics. It's not about the numbers - Andrew Scott](https://reader035.vdocument.in/reader035/viewer/2022070604/5437a00d8d7f72ef548b7655/html5/thumbnails/4.jpg)
1.Objectives and KPIs
ObjectiveHow
How
KPIs
KPIs
KPIs
KPIs
![Page 5: Analytics. It's not about the numbers - Andrew Scott](https://reader035.vdocument.in/reader035/viewer/2022070604/5437a00d8d7f72ef548b7655/html5/thumbnails/5.jpg)
The journeyA D E
Z
X
B
C
F
Spreadsheets
Campaigns
Raw
data
Long discussions (aka arguements)
Reports
Powerpoint+
![Page 6: Analytics. It's not about the numbers - Andrew Scott](https://reader035.vdocument.in/reader035/viewer/2022070604/5437a00d8d7f72ef548b7655/html5/thumbnails/6.jpg)
The journey take IIOb
jectiv
es
KPIs
Meas
ures
Build
re
ports
Shar
eAg
ree
Insigh
t
Pres
ent
Visu
al da
taDi
scus
sAc
tions
Impr
ove
outc
ome
s!
![Page 7: Analytics. It's not about the numbers - Andrew Scott](https://reader035.vdocument.in/reader035/viewer/2022070604/5437a00d8d7f72ef548b7655/html5/thumbnails/7.jpg)
2.Collaborate1. Agreed objectives
2. Transparent data
3. Dialogue
4. Insight!
Digital Marketing
Advertising =
![Page 8: Analytics. It's not about the numbers - Andrew Scott](https://reader035.vdocument.in/reader035/viewer/2022070604/5437a00d8d7f72ef548b7655/html5/thumbnails/8.jpg)
3.Insight & action
0
1
2
3
4
5
6
7
8
98.2
6.5
1.4 1.2 1.2 1.2
InsightLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam.
Actions• Lorem ipsum dolor sit amet• Lorem ipsum dolor sit amet
![Page 9: Analytics. It's not about the numbers - Andrew Scott](https://reader035.vdocument.in/reader035/viewer/2022070604/5437a00d8d7f72ef548b7655/html5/thumbnails/9.jpg)
4.Present - Visual data75%
50%
70%
40%
20%
87% 66% 32%
22
12
66
100
![Page 10: Analytics. It's not about the numbers - Andrew Scott](https://reader035.vdocument.in/reader035/viewer/2022070604/5437a00d8d7f72ef548b7655/html5/thumbnails/10.jpg)
Visual dataipsum dolor sit amet consectetuer
80% ipsum dolor sit
amet consectetuer
60% ipsum dolor sit
amet consectetuer
30%
LOREM IPSUM
LOREM IPSUM
LOREM IPSUM
LOREM IPSUMLOREM IPSUM
LOREM IPSUM
LOREM IPSUM 95%
LOREM IPSUM 73%
LOREM IPSUM 50%
LOREM IPSUM 25%
![Page 11: Analytics. It's not about the numbers - Andrew Scott](https://reader035.vdocument.in/reader035/viewer/2022070604/5437a00d8d7f72ef548b7655/html5/thumbnails/11.jpg)
Critical skills
•Right numbers
•Right insight
•Right actionsRESULTS
Action
Numbers
Insight
![Page 12: Analytics. It's not about the numbers - Andrew Scott](https://reader035.vdocument.in/reader035/viewer/2022070604/5437a00d8d7f72ef548b7655/html5/thumbnails/12.jpg)
THANK YOU.You were listening to Andrew Scott
November 2013