omig digital summit 2016 - lillian gallagher - in the company of huskies
TRANSCRIPT
– DATA ANALYTICS FOR MARKETING –
21 January 2016
HUSKIES DATA OFFERINGPerformance Intelligence
Monitor marketing campaigns and their outcomes.
Creative Intelligence
Leverage existing customer data to gain insights, attract new customers, improve customer retention and enhance marketing campaign performance.
MarketingIntelligence
Align marketing activities to key business strategies and financial measures. Valuable trends and relationships can be extracted from large data sets and such information can be used to provide actionable business decisions.
WHAT IS A GOOD MEASUREMENT?- Does it support the marketing objective?
- Is it “need to know” or “nice to know”? Establish if you are wasting time and
efforts gathering and reviewing “nice to know” metrics
- What insight does it provide?
- Can you make a decision from it?
Performance Intelligence
SOME EXAMPLESWebsite
Audience
Unique Visitors
Total Visits
Returning Visitors
Pages Consumed
Time on Site
Top Viewed Pages
Demographics
Acquisition
Traffic Origin
Desktop, Mobile, Tablet
Brand Awareness
Web
Share of Voice
Competitive Set SOV
Total Mentions
# use
Potential TW Reach
Social
Audience
Total Fans/Followers
New Fans/Followers
Demographics
Engagement
Absolute Engagement
Total Engagement
Reach
Impressions
Organic vs. Paid
Content
Reach
Impressions
Engagement
Negative Feedback
Ranking
App
Audience
IOS vs. Android Downloads
Sessions
Top Pages
Demographics
DATA SOURCES & EXTRACTIONCreating a data extraction strategy
1. Establish all data requirements. Where can I get that data?
2. Any tools required to extract the data?
3. How frequently do I need to extract the data? Daily, Weekly, Monthly,
Quarterly. Establish availability and delivery timelines.
4. How to present the data – daily, weekly, monthly trending?
DATA VISUALISATIONSCreating a data dashboard
1. Why visualise the data?
2. Who is the dashboard for – list of stakeholders?
3. Are there different requirements for different stakeholders? Detailed vs. Top X
approach, monthly vs. quarterly etc.
4. How long do stakeholders typically have to review a dashboard?
REACTING TO DATAWhat to do with the data?
We now know what to collect, where to collect it from, when to collect it and how to present it….what next?
- Establish regular review sessions with key stakeholders to analysis the output.
- What actions can be taken if KPI’s are performing poorly?
- Set targets and corresponding actions to help meet marketing objectives.
- What if the KPI’s are outperforming targets? Reallocate resources?
Define Measurement
s
Establish Data Sources
Gather Data
Visualize the Data
Review KPI Results
Set Targets
Review Measurement
s
Performance Intelligence
QUESTIONS
THANK YOU