the challenge of data
TRANSCRIPT
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The challenge ofBIG DATA
Daniel SmulevichSenior Analytics Manager
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Most companies only have a fraction of the data they claim
Operational dataCommercial data
Public data Social media data“Dark” data
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Do you have
terabytes (thousands of gigabytes)
or petabytes (millions of gigabytes)
worth of data?
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YOUR DATA IS
SMALL
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Education
Access
Tools
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Data doesn’t need to be
to enable you to take data-driven decisions
BIG
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increase in mobile traffic
lower cost-per-click lower cost per lead
67% 38% 33%
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54321 Not at all successful 10%
We do not track 15%
21%33%
16%5% 44.63%
5.70%
8.39%9.40%
31.88%
Sorta confident
They might be?
Very confident!Probably not
Slim chance
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How can we move on
from this?
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Understand what structures you have in place, and how the business is using the data at its disposal, so that we can
devise a data collection and reporting strategy that supports our marketing efforts.
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1. Sources attribution 1. Sources attributionWe must attribute prospects to their acquisition source or channel. We can’t work out where our best prospects are if we don’t know the source (PPC, email).
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1. Sources attribution Conditions
Attributed sources of traffic
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1. Sources attribution2. Sales funnel definition
2. Sales funnel definitionWe need to define the sales funnel stages by establishing the demographic and behavioural measures as prospects move down the funnel.
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1. Sources attribution2. Sales funnel definition
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1. Sources attribution2. Sales funnel definition3. Data integration/data warehousing
3. Data integration/data warehousingA data warehouse is just a big database that pulls data from lots of different sources. When this data is put together, you can do an all-round user analysis, e.g. looking at online behaviour and offline conversion.
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1. Sources attribution2. Sales funnel definition3. Data integration/data warehousing
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1. Sources attribution2. Sales funnel definition3. Data integration/data warehousing4. Conversion attribution
4. Conversion attributionWe should AT LEAST create an attribution model to determine credit for content and sales conversions. It’s a mistake to attribute conversion to a single action: the reality is usually a complex mix of sales path interactions.
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SEO PPC EMAIL SOCIAL
£
1. Sources attribution2. Sales funnel definition3. Data integration/data warehousing4. Conversion attribution
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SEO PPC EMAIL SOCIAL
£
1. Sources attribution2. Sales funnel definition3. Data integration/data warehousing4. Conversion attribution
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SEO PPC EMAIL SOCIAL
£
1. Sources attribution2. Sales funnel definition3. Data integration/data warehousing4. Conversion attribution
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SEO PPC EMAIL SOCIAL
£
1. Sources attribution2. Sales funnel definition3. Data integration/data warehousing4. Conversion attribution
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SEO PPC EMAIL SOCIAL
£
1. Sources attribution2. Sales funnel definition3. Data integration/data warehousing4. Conversion attribution
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However, thisis only the tipof the iceberg
1. Sources attribution2. Sales funnel definition3. Data integration/data warehousing4. Conversion attribution
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1. Sources attribution2. Sales funnel definition3. Data integration/data warehousing4. Conversion attribution
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1. Sources attribution2. Sales funnel definition3. Data integration/data warehousing4. Conversion attribution5. Conversion optimisation
5. Conversion optimisationIf we know where opportunities fall out, we can take positive actions: messaging, copy, calls-to-action, value propositions, design, and even entire campaigns can be optimised to overcome any issues.
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1. Sources attribution2. Sales funnel definition3. Data integration/data warehousing4. Conversion attribution5. Conversion optimisation
Don’t forgetto test yourassumptions
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1. Sources attribution2. Sales funnel definition3. Data integration/data warehousing4. Conversion attribution5. Conversion optimisation A/B
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1. Sources attribution2. Sales funnel definition3. Data integration/data warehousing4. Conversion attribution5. Conversion optimisation AA/BB
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1. Sources attribution2. Sales funnel definition3. Data integration/data warehousing4. Conversion attribution5. Conversion optimisation6. Prospects segmentation
6. Prospects segmentationYou should segment your prospects, so that you can boost conversion rates with better content and increase sales interest with stronger problem focus.
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1. Sources attribution2. Sales funnel definition3. Data integration/data warehousing4. Conversion attribution5. Conversion optimisation6. Prospects segmentation
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1. Sources attribution2. Sales funnel definition3. Data integration/data warehousing4. Conversion attribution5. Conversion optimisation6. Prospects segmentation
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1. Sources attribution2. Sales funnel definition3. Data integration/data warehousing4. Conversion attribution5. Conversion optimisation6. Prospects segmentation7. Post-purchase funnel
7. Post-purchase funnelCan we separate online communications strategies, campaigns and messages for repeat sales to the existing customer base?
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1. Sources attribution2. Sales funnel definition3. Data integration/data warehousing4. Conversion attribution5. Conversion optimisation6. Prospects segmentation7. Post-purchase funnel
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8. ReportingStart from the business requirements,talk to the stakeholders involved and then visualise the dimensions/metrics that you aim to get.
Automate reporting whenever possible.
1. Sources attribution2. Sales funnel definition3. Data integration/data warehousing4. Conversion attribution5. Conversion optimisation6. Prospects segmentation7. Post-purchase funnel8. Reporting
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1. Sources attribution2. Sales funnel definition3. Data integration/data warehousing4. Conversion attribution5. Conversion optimisation6. Prospects segmentation7. Post-purchase funnel8. Reporting
Tools
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Framework development
=Data collection strategy
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Start from the business requirements, talk to the stakeholders involved and then visualise the
dimensions/metrics that you aim to get.
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Now you’re readyto spec it out!
01Plan for the
mid-long termDon’t
overcomplicate things
Think of constraints:Budget, Technology
Resources
02 03
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Property 1P roperty 2
Roll up
Property 3
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APIs
Webhooks
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Learn from others in the industry.
Most of the information on what they’re doing is for everyone to see…
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Our big challenge
Collection
High
Medium
Low
Reporting Analysis
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Our big challenge
High
Medium
Low
Collection Reporting Analysis
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Our big challenge
High
Medium
Low
Collection Reporting Analysis
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Our big challenge
High
Medium
Low
Collection Reporting Analysis
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Our big challenge
High
Medium
Low
Collection Reporting Analysis
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A little reminder
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Iterative analyticsimplementations:
“As you continually improve your site and its features, your implementation must
evolve as well in order to provide you with the data you need.”
@RudiShumpert