The challenge of data

The challenge ofBIG DATA

Daniel SmulevichSenior Analytics Manager

Most companies only have a fraction of the data they claim

Operational dataCommercial data

Public data Social media data“Dark” data

Do you have

terabytes (thousands of gigabytes)

or petabytes (millions of gigabytes)

worth of data?

YOUR DATA IS

SMALL

Education

Access

Tools

Data doesn’t need to be

to enable you to take data-driven decisions

BIG

increase in mobile traffic

lower cost-per-click lower cost per lead

67% 38% 33%

54321 Not at all successful 10%

We do not track 15%

21%33%

16%5% 44.63%

5.70%

8.39%9.40%

31.88%

Sorta confident

They might be?

Very confident!Probably not

Slim chance

How can we move on

from this?

Understand what structures you have in place, and how the business is using the data at its disposal, so that we can

devise a data collection and reporting strategy that supports our marketing efforts.

1. Sources attribution 1. Sources attributionWe must attribute prospects to their acquisition source or channel. We can’t work out where our best prospects are if we don’t know the source (PPC, email).

1. Sources attribution Conditions

Attributed sources of traffic

1. Sources attribution2. Sales funnel definition

2. Sales funnel definitionWe need to define the sales funnel stages by establishing the demographic and behavioural measures as prospects move down the funnel.

1. Sources attribution2. Sales funnel definition

1. Sources attribution2. Sales funnel definition3. Data integration/data warehousing

3. Data integration/data warehousingA data warehouse is just a big database that pulls data from lots of different sources. When this data is put together, you can do an all-round user analysis, e.g. looking at online behaviour and offline conversion.

1. Sources attribution2. Sales funnel definition3. Data integration/data warehousing

1. Sources attribution2. Sales funnel definition3. Data integration/data warehousing4. Conversion attribution

4. Conversion attributionWe should AT LEAST create an attribution model to determine credit for content and sales conversions. It’s a mistake to attribute conversion to a single action: the reality is usually a complex mix of sales path interactions.

SEO PPC EMAIL SOCIAL

£


However, thisis only the tipof the iceberg


1. Sources attribution2. Sales funnel definition3. Data integration/data warehousing4. Conversion attribution5. Conversion optimisation

5. Conversion optimisationIf we know where opportunities fall out, we can take positive actions: messaging, copy, calls-to-action, value propositions, design, and even entire campaigns can be optimised to overcome any issues.

1. Sources attribution2. Sales funnel definition3. Data integration/data warehousing4. Conversion attribution5. Conversion optimisation

Don’t forgetto test yourassumptions

1. Sources attribution2. Sales funnel definition3. Data integration/data warehousing4. Conversion attribution5. Conversion optimisation A/B

1. Sources attribution2. Sales funnel definition3. Data integration/data warehousing4. Conversion attribution5. Conversion optimisation AA/BB

1. Sources attribution2. Sales funnel definition3. Data integration/data warehousing4. Conversion attribution5. Conversion optimisation6. Prospects segmentation

6. Prospects segmentationYou should segment your prospects, so that you can boost conversion rates with better content and increase sales interest with stronger problem focus.

1. Sources attribution2. Sales funnel definition3. Data integration/data warehousing4. Conversion attribution5. Conversion optimisation6. Prospects segmentation

1. Sources attribution2. Sales funnel definition3. Data integration/data warehousing4. Conversion attribution5. Conversion optimisation6. Prospects segmentation7. Post-purchase funnel

7. Post-purchase funnelCan we separate online communications strategies, campaigns and messages for repeat sales to the existing customer base?

1. Sources attribution2. Sales funnel definition3. Data integration/data warehousing4. Conversion attribution5. Conversion optimisation6. Prospects segmentation7. Post-purchase funnel

8. ReportingStart from the business requirements,talk to the stakeholders involved and then visualise the dimensions/metrics that you aim to get.

Automate reporting whenever possible.

1. Sources attribution2. Sales funnel definition3. Data integration/data warehousing4. Conversion attribution5. Conversion optimisation6. Prospects segmentation7. Post-purchase funnel8. Reporting

1. Sources attribution2. Sales funnel definition3. Data integration/data warehousing4. Conversion attribution5. Conversion optimisation6. Prospects segmentation7. Post-purchase funnel8. Reporting

Tools

Framework development

=Data collection strategy

Start from the business requirements, talk to the stakeholders involved and then visualise the

dimensions/metrics that you aim to get.

Now you’re readyto spec it out!

01Plan for the

mid-long termDon’t

overcomplicate things

Think of constraints:Budget, Technology

Resources

02 03

Property 1P roperty 2

Roll up

Property 3

APIs

Webhooks

Learn from others in the industry.

Most of the information on what they’re doing is for everyone to see…

Our big challenge

Collection

High

Medium

Low

Reporting Analysis

Our big challenge

High

Medium

Low

Collection Reporting Analysis

A little reminder

Iterative analyticsimplementations:

“As you continually improve your site and its features, your implementation must

evolve as well in order to provide you with the data you need.”

@RudiShumpert

Thank you@dSmulevich

[email protected]

The challenge of data

Data & Analytics

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