Lynchpin Measurement and Analytics Survey 2015

25
2015 Measurement and Analytics Survey Industry View

Transcript of Lynchpin Measurement and Analytics Survey 2015

2015 Measurement and Analytics Survey Industry View

2

Disclaimers

I do not actually claim to represent “the industry” (I’m not exactly sure what the scope of “the industry” is anyway) This is an opinion piece None of these opinions are statistically significant Opinions are in alphabetical order

3

Attribution

• Are you happy with your attribution model?

4

Attribution

5

Attribution

• Is your attribution model based on facts about your data and business?

Half of attribution models are made-up and therefore useless

6

Big Data

Decreasing Cost per Unit of Processing

Decreasing Cost per Unit

of Storage

Decreasing Time to Deployment

7

Big Data

FASTER

CHEAPER MORE ACCESSIBLE/EASIER TO SCALE

8

Big Data

9

Big Data

Moore Kryder

10

CRO

More specific around outcomes

11

Customer Analytics

12

Customer Analytics

13

Customer Analytics

14

Loads of wonderful APIs and open data integrations

Data Analytics StrategyBackground Forces

01

Increasing recognition of multichannel and customer

centricity

02 03 04 05

Everyone putting “data at

the heart” of systems & processes

Lots of teams interested in joining things

up more

Cheaper and more scalable

data processing

15

Data Analytics Strategy

16

Measurement Framework

• Do you have one?

17

Measurement Framework

• Who built it?

18

Measurement Framework

Thinking (Planning)20% Time80% Importance

Doing (Implementing)80% Time20% Importance

19

Personalisation

• Most important requirements for understanding the customer

20

Personalisation

• Is your current data architecture an enabler for personalisation?

21

Personalisation vs Customer Analytics

22

TMS

• Do you have a data layer?

23

Vendors

• Are you happy with your vendor?

24

Wrap-Up

• Survey Respondents by Department

Discussion