becoming data driven.. with analytics!
DESCRIPTION
Presented by Mr Timo Josten, Co-founder of Sparkline, at ISS Seminar: Analytics for Enhanced Customer Experience on 9 May 2014.TRANSCRIPT
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Becoming Data Driven……with Analytics!Timo JostenManaging Partner & Co-FounderSparkline
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"Organizations should be sure they are educated about big data opportunities in their industry to ensure they are not missing the boat.”
-Gartner, June 2013
“…understanding 'what is big data' is the top challenge for 15 percent of organizations”
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Digital Information Created
2013
Mobile subscribers
2013 6.8 B
2020 53 zettabytes
Internet users worldwide
2013 2.7 B
2020 5 B
2020 10 B
>2,700 exabytes
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+$20 Billion through
Mobile in 1013
Candy Crush has 66m daily
actives
eBook sales almost
DOUBELD in 2012
PSY heads to almost 2
Billion views
Consumer Transformation
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The Connected Consumer
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Multi Touch Consumer Behavior
Source: http://www.google.com/think/infographics/how-do-people-shop-for-mobile-phones-infographic.htmlPublished April 2013
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“Connecting products to the Web will be the 21st century electrification.”
The Internet of Things
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What to do?
TWO basic ways to impact your online presence:
Improve your Website
Drive more traffic to your Website
Improve your CUSTOMER EXPERIENCE
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It used to be Simple…
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“Between the dawn of civilization and 2003, we only created five exabytes of information
Now we’re creating that amount every two days.”
-Hal Varian, Chief Economist, Google
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Big Data Is A Business Strategy
“I’m not interested in data; I’m interested in translating data into information for decision making. . . So you take data, you turn it into information, you apply it, and you make better decisions because you know more than anybody else. I think that’s real power —and that was our hidden advantage for years.”
– Leonard Schaeffer, Retired CEO, Wellpoint
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Interest in analytics is growing YoY
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Most Companies We Speak to Today: Are you collecting
data?
✖
✔Is someone
dedicated to looking at that data on a
daily basis?
Are they recommending
actions in response?
Do they have a voice within your
organisation?
✖
✖
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..when companies inject data and analytics deep into their operations, they can deliver productivity and profit gains that are 5 to 6 percent higher than those of the competition. -McKinsey Quarterly March 2013
Profitability & Growth Is Possible
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Shoes of Prey
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Interpreting Intelligence
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10% increase in sales
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Insights In Action: Amari Hotels
45%Increase In Sales
0%Budget
Increase
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Paid Search
Paid Display
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Attribution Modeling
“Working closely with Sparkline Analytics we harnessed new attribution models with Google Analytics' Attribution Modeling Tool, enabling us to truly optimize our marketing mix and resulting in a significant increase in bookings.”
- Chetan Patel, Vice President, Strategic Marketing & E-Commerce, Onyx Hospitality Group
Online Booking Increase by 45%
Display Spend increase 7-17%
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Can someone help me?
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Media
Button
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Button:1. Sign Up2. Learn More3. Join Us Now4. Sign Up Now
Media:1. Get Involved Image2. Family Image3. Change Image4. Barack’s Video5. Springfield Video6. Sam’s Video
24 combinations tested….
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Experimentation Results
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$500m raised online
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No one tests the depth of a river with both feet.
- African Proverb
Data Driven Decision Maker
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my.barackobama.com/page/s/analysts-job-application
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Understand Your Customer!
AUDIT: Take Full Data Ownership1
BUILD: Create a Data Strategy – ANALYZE & TEST!2
ITERATE – Become a Data Driven Decision Maker3
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Create Simplicity, Empower Teams, Drive Results
Measurement & Evaluation Performance Analysis & Insights
Training & Support Testing & Understanding
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• @STRUDELMEISTER