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DATA STRATEGY
| Date post: | 21-Apr-2017 |
| Category: |
Data & Analytics |
| Upload: | shivam-dhawan |
| View: | 2,839 times |
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DATA STRATEGY
OUR BusinessOBJECTIVES
“We Build
Experiences
“We Manage
UserBehaviour
“We Optimize
Outcomes
WORKING AROUND DATA
DATA
Planning
Media Planning
Social Listening
Search Queries
USER INTENT
Research
Web Analytics
A/B testing
UX & Usability
USER VOICE
Returns
User Satisfaction
Goal & Conversion
ROI & Revenues
RESULTS
Behavior
DATA
Planning
Media Planning
Social Listening
Search Queries
USER INTENT
Research
Web Analytics
A/B testing
UX & Usability
USER VOICE
Returns
User Satisfaction
Goal & Conversion
ROI & Revenues
RESULTS
Behavior
DATA
Planning
Media Planning
Social Listening
Search Queries
USER INTENT
Research
Web Analytics
A/B testing
UX & Usability
USER VOICE
Returns
User Satisfaction
Goal & Conversion
ROI & Revenues
RESULTS
Behavior
DATA
Planning
Media Planning
Social Listening
Search Queries
USER INTENT
Research
Web Analytics
A/B testing
UX & Usability
USER VOICE
Returns
User Satisfaction
Goal & Conversion
ROI & Revenues
RESULTS
Behavior
DATA
Planning
Media Planning
Social Listening
Search Queries
USER INTENT
Research
Web Analytics
A/B testing
UX & Usability
USER VOICE
Returns
User Satisfaction
Goal & Conversion
ROI & Revenues
RESULTS
DATA IS MYSTERIOUS
DATA:Light blueWhiteBlackSleevelessNeck bow
DATA:Light blueWhiteBlackSleevelessNeck bow
DATA on its own is
NOTHING
It’s not just about DATA
but what it MEANS
& h
ow it
REL
ATE
S
to the OU
TCO
ME
DATA DRIVES
DECISIONS
DATA DRIVES
DECISIONS
DATA DRIVES
DECISIONS
The DATA that drives our DECISIONS
The DATA that drives our DECISIONS
High Volume High Quality
The DATA that drives our DECISIONS
High Volume High Quality
Behavioral Attitudinal
The DATA that drives our DECISIONS
High Volume High Quality
Behavioral Attitudinal
Actual Artificial
The DATA that drives our DECISIONS
High Volume High Quality
Behavioral Attitudinal
Actual Artificial
systematic observations semi-structured collection
The DATA that drives our DECISIONS
High Volume High Quality
Behavioral Attitudinal
Actual Artificial
systematic observations semi-structured collection
The DATA that drives our DECISIONS
THAT’S A LOT OF DATA
Quantitative
WHAT happens and WHEN
HOW it happens and WHYQualitative
Quantitative
WHAT happens and WHEN
HOW it happens and WHYQualitative
It is not much use to knowWHAT is happening if youdon’t know WHY
It is not much use to knowWHAT is happening if youdon’t know WHY
You can’t know WHY thingsare happening if you don’tknow WHAT is happening
Quantitative
Top Down Analysis
What we want to measure KPIs / Key MetricsCollection of DataAnalyze MetricsBenchmarkImprove
Quantitative
Top Down Analysis
What we want to measure KPIs / Key MetricsCollection of DataAnalyze MetricsBenchmarkImprove
Quantitative
Top Down Analysis
Bottom Up AnalysisQualitative
Quantitative
Top Down Analysis
Bottom Up AnalysisQualitative
What we want to measure KPIs / Key MetricsCollection of DataAnalyze MetricsBenchmarkImprove
Prove HypothesisCollect Data
Devise ExperimentHow can we improve? Why is this happening?Analyze existing trends
What we want to measure KPIs / Key MetricsCollection of DataAnalyze MetricsBenchmarkImprove
Prove HypothesisCollect Data
Devise ExperimentHow can we improve? Why is this happening?Analyze existing trends
Quantitative
Top Down Analysis
Bottom Up AnalysisQualitative
What’s in the Middle?
What we want to measure KPIs / Key MetricsCollection of DataAnalyze MetricsBenchmarkImprove
Prove HypothesisCollect Data
Devise ExperimentHow can we improve? Why is this happening?Analyze existing trends
What we want to measure KPIs / Key MetricsCollection of DataAnalyze MetricsBenchmarkImprove
Prove HypothesisCollect Data
Devise ExperimentHow can we improve? Why is this happening?Analyze existing trends
What’s in the Middle?
DECISIONS
What we want to measure KPIs / Key MetricsCollection of DataAnalyze MetricsBenchmarkImprove
Prove HypothesisCollect Data
Devise ExperimentHow can we improve? Why is this happening?Analyze existing trends
What’s in the Middle?
Till now,
> How Business Intelligence works
> BI approach and methodologies towards DATA
> What informs our decisions
ITWAS
SIMPLE
ITWAS
SIMPLE
What we want to measure KPIs / Key MetricsCollection of DataAnalyze MetricsBenchmarkImprove
Prove HypothesisCollect Data
Devise ExperimentHow can we improve? Why is this happening?Analyze existing trends
What’s in the Middle?
REPORTS
What we want to measure KPIs / Key MetricsCollection of DataAnalyze MetricsBenchmarkImprove
Prove HypothesisCollect Data
Devise ExperimentHow can we improve? Why is this happening?Analyze existing trends
What’s in the Middle?
APPROACH
DATA
SO
URC
E
Adapted from work of Christian Rohrer 2008
X Multivariate (live
A/B) testing
X Eye Tracking
X Usability
Lab Studies
X Customer
email FeedbackX Intercept
Surveys
X Data Analysis /
Mining
X Live UX
assessments
X Participatory
Design
X Focus GroupsX Card
sorting
X Desirability
studies
X social
Listening
solutions
X Message
board mining
X Email
Surveys
?
BI SolutionsDirecting Metrics to Strategy
SHIVAM
Parting NotesConnect with me asking ‘How do we…Bridge cultural gapsDesign and Manage integrated web teamsDevelop DATA reliance with reliable dataGenerate analytical awarenessImprove on tools, methodologies and standards
THANKS
Follow me @ShvmDhwn
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