of 26
8/12/2019 DMA 2013 Data Driven Organizations
1/26
5 Essential Practices of the
Data Driven Organization
Andrew Edwards
8/12/2019 DMA 2013 Data Driven Organizations
2/26
Essential behaviors for both
content and technologyteams focused on digital ROI.
Debunking terminology
Common roadblocks and howto overcome them usingexpertise and technology.
Insights into multi-channeland Convergence Analytics
Overview: We Will Cover . . .
8/12/2019 DMA 2013 Data Driven Organizations
3/26
Analytics Today: a Tough Fight
Few organizations can manage effectively
Lack of overall standards and benchmarks
Quantity of data is ahead of data analysis
Terminology getting in the way
Frequent uncertainty that data is accurate
Flawed data collection
Explosion of mobile and how to measure?
Difficult to keep tools/tagging/expertise
current
Difficulty in driving accountability to
content teams
Where are the experts?
8/12/2019 DMA 2013 Data Driven Organizations
4/26
Multi-Channel Adds to Complexity
Now we can measure. . .
Desktop
Mobile
Tablet
Smartphone Ios
Android
Other (?)
CRM
Big Data
. . .and many other channels
Convergence Analytics is herebut whos doing it right?
8/12/2019 DMA 2013 Data Driven Organizations
5/26
Muted Impact of Analytics
Analytics often isolated from decision-makers
Reports go to report recipientsbut what do they do with the
data?
Analysts generate insights
. . .but executives may or may not be interested
Tendency to focus on global trending data
rather than engagement and conversion metrics
Internal political impact of success/failure of content (as measured)
Can we drive responsibility to content creators?
Multi-channel requirements adds to confusion
Buzzword terminology clouds the picture
8/12/2019 DMA 2013 Data Driven Organizations
6/26
The Terminology Challenge
Buzzwords favored by vendors and consultantsbut why?
As a class, they are relatively imprecise and less important than
many would like you to think.
Real Time:
No agreement on what this is
Really means right timeBig Data:
Lots of data of course
Do you even have any??
Predictive: Really means data modeling
And forecasting except where its automated
8/12/2019 DMA 2013 Data Driven Organizations
7/26
The Data Driven Organization
Standardization,
Governance,
Accuracy
and a
Repeatable Process.
8/12/2019 DMA 2013 Data Driven Organizations
8/26
The Data-Driven Organization is:
Organized around the intelligence gained from the data it
collects about its customer interactions.
Good about managing expectations
Willing to admit its requirements are not unique
Ready to standardize its measurements across digital
properties (Governance)
Ready to get expertise as needed
Open-minded about tools and technologies
Eager to improve based on findings Multi-channel aware
8/12/2019 DMA 2013 Data Driven Organizations
9/26
Five Essential Practices (1)
The Data Driven Organization
defines what it wants to measure (knows its KPIs for different channels)
8/12/2019 DMA 2013 Data Driven Organizations
10/26
Five Essential Practices (2)
The Data Driven Organizationdeploys analytics tools expertly
and consistently across all
markets
(enforces governance and
standardization) masters data collection
8/12/2019 DMA 2013 Data Driven Organizations
11/26
Five Essential Practices (3)
The Data Driven Organization
analyzes results and makes
recommendations
(crosses the divide from observation
into action)
8/12/2019 DMA 2013 Data Driven Organizations
12/26
8/12/2019 DMA 2013 Data Driven Organizations
13/26
Five Essential Practices (5)
The Data Driven Organizationmeasures again. . .and again (to
see what worked)
Recognizes that success means
continual testing and optimization
8/12/2019 DMA 2013 Data Driven Organizations
14/26
A Repeatable Process
eBusiness 5 Step Optimization
The method by which the Data Driven
Organization can get organized
8/12/2019 DMA 2013 Data Driven Organizations
15/26
A Repeatable Process
e5o provides a framework for total web and digital
ROI. Properly deployed, it is a complete, repeatable
feedback loop targeted at success. It involves
business, technical, analysis and creative
components that form the basis for a data-driven
marketing organization
8/12/2019 DMA 2013 Data Driven Organizations
16/26
A Repeatable Process
Define Drivers Set of goals and targets for web
optimization project
Clear understanding of success
factors for web site
Activity Deliverable Benefit
Build Metrics Create measurement criteria
plus tool configuration
Gain critical insight into web
performance
Plan Actions Map of improvements, based
on data analysis
Targeted, achievable
improvement goals
Create Changes* Development and delivery of
actual improvements
A web site that responds to
quantifiable critique
Measure Success Evidence of improvement by
percentage
Proof that the process resulted
in. . .
. . .Better Web ROI
*may include third party content creation
8/12/2019 DMA 2013 Data Driven Organizations
17/26
KPI Definition Basics
Youll want to improve. . .
Stickiness
On line Sales
Customer Contacts
Efficiency/Productivity
Content/Brand
E-Commerce
Lead Generation
Self-Service/Information
If you are a___property. . .
The Data Driven Organization Knows How to Categorize its Digital Properties
8/12/2019 DMA 2013 Data Driven Organizations
18/26
Conversion Basics
Reach (Campaigns)
Engage (Landing Page/Other Convincing Content)
Convert (Visitor performs desired action)
Retain (Re-target, up-sell, cross-sell)
Key Performance Indicators are almost synonymous with desired actions. When
desired actions are performed by the user, that is considered to be a conversionevent.
Whether on the desktop or mobile or in an app, the same principles apply.
The four major steps in conversion are shown below.
The Data Driven Organization Knows How to Segment Conversion Steps
8/12/2019 DMA 2013 Data Driven Organizations
19/26
Campaign Awareness
Every touch-point is a Campaign Desktop
Mobile
Social
Paid, Earned Media
. . .and can be measured
If you cant identify a conversion-point in acampaign, it isnt one.
The Data Driven Organization Knows That Campaigns Must Convert
8/12/2019 DMA 2013 Data Driven Organizations
20/26
The Importance of QA
The Data Driven Organizationtrusts its numbers
. . .because they've mastered data collection.
Tags/Filters
8/12/2019 DMA 2013 Data Driven Organizations
21/26
Whats Next: Convergence Analytics Convergence Analytics Report 2013
Multi-Channel Analytics Mobile
Desktop
CRM and beyond
A hundred vendors targeting marketers
with a very similar story:
We can measure anything
And show it to you in a dashboard
Cohorts, comparison, and false positives
. . .but can they really do this?
http://efectyv.com/
efectyv/industry-reports/
http://efectyv.com/http://efectyv.com/8/12/2019 DMA 2013 Data Driven Organizations
22/26
Convergence Analytics: How it works
Convergence Analytics Application Operations
Multi-Channel plus Visualization
Data extraction
Data preparationData load
Data presentation
From numerous data sources
8/12/2019 DMA 2013 Data Driven Organizations
23/26
The Goal of Convergence Analytics
A single view of marketing touchpoints
Focused on understanding true ROI
But. . .
Can any one tool promise and deliver?
Or are we still in need of vertical
solutions?
8/12/2019 DMA 2013 Data Driven Organizations
24/26
Look in the Mirror
Do you recognize your
organization?
Can you:
Define your conversions Measure accurately
Change
content/architecture basedon metrics
Are you ready for multi-
channel?
Data Driven
8/12/2019 DMA 2013 Data Driven Organizations
25/26
What Success Looks Like
Data Driven Organizations will thrive in a
digitized marketplace because they know that:
Creativity without Conversion
equals Zero *
*Rand Schulman
8/12/2019 DMA 2013 Data Driven Organizations
26/26
Thank You
Andrew Edwards
Managing Partner, Efectyv Digital
@andrewVedwards
mailto:[email protected]:[email protected]
