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MARKETING PERFORMANCE OPTIMIZATION

Off the Beaten Path: Roadmap to Multi-Channel Analytics Success

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Presenter

Chief Revenue Officer, Ebiquity - US

Maigari Jinkiri

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This session will cover…

Roadmaps – Where are you going?

Analytics Roadmap Learnings3

1Achieving Success in the Intelligent Utilization

of Data2

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Roadmaps – Where are you going?

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The Common Direction

“I want to better understand who individual consumers/ prospects are and what they did in the past and how/if that relates to what they need now… like Amazon.”

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Intersection of Success

Right Data Right People Right Time

SUCCESS!

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Achieving Success in the Intelligent Utilization of Data

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WEBSITE

DOING

THINKING

FEELING

STAGES DISCOVER INVESTIGATE JOIN CONTRIBUTE RECEIVE USE

How do you get the Right Data, Right People, Right Time? 

CUSTOMER

JOURNE

Y

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The Building Blocks

Right Data = Process, People

Right People = Process, Technology, People

Right Time = Technology, Process, People 

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The Right People.Personas.Better understand your current and future customer.

Do those differ by engagements with products, lines of business, channels, etc.?

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The Right Data.What actions have you taken? Where did they occur?Ensure that the appropriate data is available to

understand the relevant data.Define the business outcomes that relate back to the customer journey.Identify the who, the what, the where to ensure you can better message to that “person” in the future.

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The Right Time.Immediacy > everything else

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Analytics Roadmap Learnings

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Technology guilt

Technology matters, but approximately 94% less than you might think.

When an organization fails in the utilization of data to drive insights, they often blame technology.

This is almost NEVER true.

Source: this is not an actual stat, it’s more a figure of speech.

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The struggle is real.

Getting the right people is the hard part…and the institution of analytics must be made to withstand the effects of these changes.

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Without process, this is your analytics program…

#EMPOWERBL16Processes that Determine Analytics Success

Derivation of insights to drive a better understanding of the business

From business question to data collection activities

Moving beyond insights to activation

Analysis

Data Collection

Data Utilization

What you have done/are doing and why? Communication (Internal)

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Questions to ask (and answer)

Intelligent Data Collection

How do we best to configure our current data collection technologies to meet business requirements?

How do we integrate our different data collection technologies to maximize $$$?

What are the key metrics across my business that communicate the health of the business to disparate stakeholders?

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Questions to ask (and answer)

Optimization of the customer journey

How do we integrate our datasets to better understand a user’s journey through the entire customer experience?

How do we reduce consumer friction along all aspects of the consumer journey, both digital and online?

How do we build an optimization practice to ensure we move beyond isolated successes? 

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Client Example |DATA COLLECTION PROCESS

Frustrated after 200 analytics releases in a single year

Created an automated approach data collection

Reduced the analytics development team’s efforts by 90%

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Client Example |DATA UTILIZATION PROCESS

Built 5-year analytics & optimization roadmap plan

Included data collection on one digital channel, scaled to digital data collection across 5 different digital channels, and an optimization program built from scratch

Created 8 figures in incremental revenue in two years

Q & A

THANK YOULinkedIn.com/Ebiquity

@ebiquityglobal

www.ebiquity.com