the challenge of web analytics
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The Challenge of Digital Analytics & Intelligence
Giovanni Lorenzoni, CEO Seville, 22/09/2015
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BitBang – Overview
§ Digital Analytics, Digital Intelligence, Customer Intelligence, Advanced Analytics, Optimization & Customer Experience Management consultancy company
§ Business Analysts, Data Engineers, Data Scientists
§ More than 10 years of experience in visitor acquisition, conversion and retention
§ Multiple industries
§ Marketing, Business, IT
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Turn Data Into Business Insights
More Deeper For Everyone
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Digital Data constitute the context in which event-level aggregation, through the application of a data model, pinpoints the added value that can
be drawn from visitors’ touchpoints
Digital Data is a Paradigm of Big Data
§ Digital Data are characterizedby:§ Millions of activities per day§ Many variables for each activity
§ Flow of information not always clearly aggregated
§ High cardinalityof the variables (page name, product sets, referrers, campaigns, etc.)
§ A revealing use of this information depends on the understanding of visitors’ behavior, which can not be inferredfrom a single record representing an outlying activity on the site (i.e. a page view)
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What are the most common use cases in Big Data?
1. Solutions that focus on efficiency and risk
2. IT analytics solutions that focus on security and application performance
3. BT solutions that help understand and serve customers
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Actionable Marketing Analytics
Helps marketers tell the story of what’s happening in their business.
With data.
And promote data-driven actions to impact business results.
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What do Marketing Analytics Do for the Business
Increase Conversions
Optimize Campaigns
Increase Revenue / Bookings / Orders
Increase Traffic
Increase Average Order Value
Increase Engagement
Improve Sentiment
Reduce Customer Churn
Reduce Time To Market
Analytics uses data to guide how digital marketers…
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Big Data Has Potential Positive Impacts Across The Customer Life Cycle
Source: Forrester Research
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Types of Data to Deal With
DataWeb analytics
CRMBig
SocialPerformanceDigital Attribution
DMP
Multichannel
Behavioural MachineWarehouse
Customer
Voice of Customer
Target
Profiling
Back-office
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Digital Data Inputs
Business Data Inputs Data
Processing Data Hub
Reporting &Analysis Action
Digital Intelligence Architecture
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Challenge 1The Unknown Destinations
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The “Always Addressable Customer”
Source: Forrester Research, “The Always Addressable Customer”
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The Lack of A Holistic Approach
§ Data siloed
§ Difficult joins
§ Disconnections beetween online behaviour and marketing campaigns
§ No Single Customer View
§ Inability to activate “intelligent” campaigns
Single Customer View
CustomerDB
Email Marketing
Social
Catalog Digital Behavior
Orders
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CMO-centric
conversion / optimizationcross platform
& campaigntracking
customerexperiencetracking
dmp
testing / personalization
seo / sem
segmentation
attribution
tag management
customerinsights
CIO-centric
Legacy BI and Data Warehouse
A handful of Legacy Tools
Hundreds of Vendors
Marketing Analytics Marketplace
Source: VB Insight, August 2015
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Use of Data-Related Tools and TechnologyWeb analytics
Campaign automation
Statistical package
Session monitoring
Data management platform (DMP)
NoSQL database
Demand-side platform (DSP)
A/B or multivariate testing
Relational (SQL) database
Business intelligence
Tag management
Attribution
Mobile analytics
Social analytics
Excel
Currently using Planning to use No plans to use
10%
12%
13%
30%
31%
33%
33%
43%
49%
49%
51%
52%
65%
90%
96%
21%
16%
31%
35%
24%
40%
48%
31%
33%
18%
34%
31%
27%
3%
3%
69%
71%
56%
35%
45%
27%
19%
26%
19%
33%
15%
17%
9%
7%
Source: Econsultancy, November 2014
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“Technology is only one part of the equation, the otherpiece is human”
Brian Solis, Digital Analyst
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The United States alone faces a shortage of 140,000 to 190,000 people with analytical expertise and 1.5 millionmanagers and analysts with the skills to understand and make decisions based on the analysis of big data.
Source: McKinsey & Company
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In what areas are the biggest skills gaps?
Producing reports
Using digital analytics tools
Statistical modelling
Conversion rate optimisation
Using business intelligence tools
JavaScript programming
Stakeholder management
Querying database
Quality assurance (QA)
Project management
Requirements gathering
First choice Second choice Third choice
Source: Econsultancy, November 2014
3%
5%
7%
5%
6%
6%
7%
12%
13%
17%
20%
6%
7%
5%
6%
8%
5%
8%
13%
12%
10%
16%
8%
7%
6%
7%
5%
8%
5%
11%
12%
13%
11% 47%
40%
18%
18%
18%
17%
36%
21%
19%
19%
37%
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The Black Hole Between Data and Knowledge
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WebAnalytics
DigitalAnalytics
MarketingAnalytics
*CustomerIntelligence
Marketing Customer Data Evolution
Source: VB Insight, August 2015
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What Skill Sets Do I Need for Analytics?
Data Management
Business Analysis
Analytics Modeling
Understand Data§ Integrate and Manipulate§ Structured, Content and Hybrid Data§ Quality Assurance§ Big Data
Know Analytics
§ Appropriate Techniques§ Interpret Data and DiagnoseModels§ Meet Business Requirements
Focus on the Business§ Goals§ Constraints§ Decisions§ ChangeManagement§ Communication of Results
Source: Gartner, 2013
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Organizations Need Data Leadership – The CDO Emergence
Source: Forrester’s Global Business Technographics® Data And Analytics Survey, 2015
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The Need for Legal and Regulatory Compliance
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Web AnalyticsPublic Web Site
Enterprise Dashboard
Web Site Performance Monitoring
BehaviouralTargeting
Usability Analytics
Social Intelligence
Customer Experience
Management
Mobile Analytics
MultiChannelAnalytics
Web AnalyticsHome Banking
Attribution Analysis
A/BTesting
Tag Management
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Frequent Pattern Mining
Objective
Hypothesis
Methodology
Find behavioral patterns in the buying experience to determine effective up-sell and cross-sell promotions.
Classification algorythms continously process data to define and select association rules between devices and products identifying the proper customized experience for each user.
The propensity to buy is correlated with technology specifics and features.
Pattern 1: abito + phonePattern 2: pantaloni + pc
Grado di associazione
Pattern 3: pantaloni + scarpe + tablet
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Use Case - Touch Point Analysis
>5 Touch points
3 Touch points
4 Touch points
5 Touch points
61%17%
5%
3%
2%
12%
1 Touch point
2 Touch points
61%
24%
69%
72% 71%71%
MAY JUN JUL MAY JUN JUL MAY JUN JUL
44% 47%
13%
66% 64% 63%
>5 Touch points
3 Touch points
4 Touch points
5 Touch points
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Use Case - Touch FlowAssist AssistAssist AssistAssist Closer
Paid Search Brand
Organic
Paid Search No Brand
Direct
Paid Email
Remarketing
Paid Social Ad
Display
Affiliate
U.V.
Sono esclusi gli u.v. che hanno utilizzato 1 solo canale
Non Paid
Paid
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Use Case - Touch Points Alluvial Diagram
Periodo temporale di riferimento 05/2013 - 07/2013
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Portfolio Performance: Attribution Analysis
Once the business objective shifts toward the consideration phase, our next step is to identify the best media mix, which requires the application of a customized attribution model.The custom model highlights the inadequacy of the last-touch one and the key role of the lastly-reconsidered DEM channel to achieve the objective.
Organic
Organic
Paid
DEM DEM+33% ROI