Digital Analytics : 'Less Ink, More Think'

Ahmad Abdullah,Insight’s Lead, LinkedIn

@amd4ahmad

Digital AnalyticsLess Ink, More Think

Data : Insights !!

BRAZIL GERMANY

Shots (on goal)Fouls

Corner KicksOffside Decisions

PossessionYellow Cards

Red CardSaves

1Goal

7Goals

18 (8)117352%103

14 (10)1450

48%007

Too much data, is it enough information ?

Digital Analytics - Definition

Agenda

1

Digital Analytics : An Evolution 2

Social Media Landscape3

Content Marketing4

Resources5


Agenda

1



Content Marketing4

Resources5

1

Definition

Definition - “Customer”

Steps In A Customer Journey

Evolution Of A Customer Journey

Definition - “Qualitative & Quantitative Data ”

Demographic Behaviour Surveys

Definition - “Outcome”

Definition - ‘Improvement’

ort

Example - Improvement ?


Agenda

1



Content Marketing4

Resources5

A Picture is worth a thousand words


2011 2012 2013 2014 2015

Web Analytics → Digital Analytics

More advanced, working at bigger companies multi-channel attribution, social media, device usage, etc.

doing Digital Analytics

Working at smaller business

Trying to figure out Conversion, & how to interpret Bounce Rate

doing Web Analytics

Digital Analyst

Web Analyst

Value Vs Volume

Digital Analytics Rocks !!


Agenda

1



Content Marketing4

Resources5

Let’s run the numbers

Source: Wearesocial.net

http://wearesocial.net/blog/2015/01/digital-social-mobile-worldwide-2015/

Let’s look a little closer

400

What does your ‘Customer’ do on social media ?

Consume Content“Digital Omnivores”

FB: 4.5 billion likes are generated dailyG+: The +1 button is hit 5 billion times per dayIG: 70 million photos and videos are sent dailyPT: 88% purchase a product they pinnedIN: 2 member joining every second

Social is just another channel creating value

“All social channels are equal (important), but some are more equal than others “

Example : LinkedIn Company Page


Agenda

1



Content Marketing4

Resources5

Content is the reason ‘search’ began in the first place

What is Content Marketing ?

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

Examples :

Resources:

● Avinash Kaushik's blog: http://www.kaushik.net● Justin Cutroni's blog: http://www.cutroni.com● Marketing Solution blog:

http://marketing.linkedin.com/blog● Ann Handley’s website: http://www.annhandley.com● LinkedIn Groups

Data → Insights → Story1

Takeaways !

Customers → Data → Outcome → Improve2

Digital Analytics is evolving. One has to keep learning.3

Social Media is here to stay and possibly drive the future. 4

Content is still the king.5

One More Thing ...

Are You A Digital Analyst ?

Thank you!

Digital Analytics : 'Less Ink, More Think'

Education

Transcript of Digital Analytics : 'Less Ink, More Think'