Evolving Analytics: Generating Value with Data, Analytics, and

Research

Judah Phillips

Working Together,

Putting DATA + PEOPLE

Together to Create

Economic Value

PLANNING TO SPEND

ACQUISITION

BEHAVIOR

Digital Analytics Can Do Many Things

PAST PRESENT FUTURE

INFORMATION What Happened?

(Data Mining and Reporting)

What is Happening Now?

(Alerts)

What will Happen?

(Trending, extrapolation)

INSIGHT How and Why did it Happen?

(Data Modeling and Experimental

Design)

What’s the Next Best Action?

(Recommendation)

What’s the Best and Worst that can happen?

(Prediction, Simulation)

ACTION How do we use Leverage what

we Already Know?

(Dynamic Interaction/Profiling

)

How do we Dynamically

Modify the Site in Real-time?

(Detection)

How can we Apply the Data to the Future?

(Ongoing Optimization)

Digital Analytics Serves Many Functions

Marketing Product Sales Executive ITLanding Page Optimization

Behavioral Analysis

Customer Value

Dashboarding Performance Monitoring

Life Time Value / RFM

Models / Customer

Segmentation

Search Engine Optimization

Sales Readiness

Scorecarding Site Usage for Capacity Planning

Search Engine Marketing

Demo/Geo/Firma Analysis

Sales Collateral

Custom Research

Disaster Recovery

Ad and Media Plan

Optimization

Funnel and Flow

Optimization

RFP’s and RFI’s

Financial Performance

Infrastructure Enhancement

s

Social Media Optimization

Application and Product Performance

Customer Usage

Information

Competitive Intelligence

Tagging and QA

MULTICHANNEL

SOCIAL

MOBILE

OPTIMIZATION

PROFIT

THE GOAL

WHY IS THIS IMPORTANT?