the analytics of business decisions: using data to build a smarter brand

THE ANALYTICS OF BUSINESS DECISIONSUsing data to build a smarter brand

David YardeSevenality

HERE’S THE SECRET ABOUT ANALYTICS: ALL THOSE NUMBERS AND LINES SERVE A PURPOSE. THEY TELL A STORY . THEY GIVE YOU INSTRUCTIONS.

Tweet! @dsmy/@sevenal i ty

THEY TELL YOU HOW TO BUILD A BETTER BRAND.


BUILDING A BRAND ISN’T A GUESSING GAME.


YOU SHOULDN’T HAVE TO WONDER: IS THIS BRAND STRATEGY WORKING? YOU SHOULD KNOW. AND YOU SHOULD KNOW BECAUSE OF THE DATA.


HOW DO I UNDERSTAND ALL THESE LINES AND NUMBERS?


3 IMPORTANT METRICS TO CONSIDER WHEN MAKING DECISIONS

• Key #1: Average engaged t ime with the brand

• Key #2: Referrals

• Key #3: Interests


AVERAGE ENGAGED TIME WITH THE BRAND

KEEP IN MIND

Here is the big idea behind the Average Time on

Page metric . Knowing how long users spend on

a given page tel ls you how interested they are

in the page.



KEEP IN MIND

Remember, these numbers are just an average .

A reader who spends 30 minutes on your

website wil l be balanced out by the reader who

spends only three seconds on the page.



HOMEWORK

Find the pieces of content that have the longest

average t ime on page, determine what’s

dif ferent about those pieces of content, and use

these principles when you create new content.


REFERRALS

KEEP IN MIND

One of the best ways to tel l whether your brand

is resonating with people is to see what other

authors are saying about the brand from their

platforms.


REFERRALS

WHAT DO YOU DO WITH THAT INFORMATION?

• Create more content l ike the pieces of content that

have the most referrals .

• Spend more t ime bui lding relat ionships with

inf luencers in these areas.


Credit : Niel Patel Tweet! @dsmy/@sevenal i ty

INTERESTS

KEEP IN MIND

I f you want to connect effectively with your

brand’s audience, you have to communicate

with them on their level . That’s why it ’s a great

idea to f ind out what their interests are.


INTERESTS

HOW DOES ANY OF THAT HELP YOU?

I t gives you the abi l i ty to tai lor-f it your content

strategy, off l ine events/experiences and future

product releases to your brand’s audience

interests while s imultaneously boosting your

brand awareness.


MARKETING IS ALL ABOUT CONNECTING YOUR AUDIENCE WITH A SOLUTION TO THEIR PROBLEMS OR NEEDS.


HOW CAN I LEVERAGE ANALYTICS TO CREATE NEW PRODUCTS?


“WE SEE OUR CUSTOMERS AS INVITED GUESTS TO A PARTY, AND WE ARE THE HOSTS. IT ’S OUR JOB EVERY DAY TO MAKE EVERY IMPORTANT ASPECT OF THE CUSTOMER EXPERIENCE A LITTLE BIT BETTER.” - JEFF BEZOS, AMAZON



• Sales: Discover and expand new customer

audience segments

• New age or interest groups.

• Locations and communit ies that your product /

service solves a problem.



• Marketing: Identify high-priority audiences and

effectively match products to consumers

• Update message & tone on marketing materials/

landing pages.

• Allocate proper resources to the channels that

br ing in a return.



• Supply Chain: Identify weaknesses and

opportunit ies in your how your product or service

travels to market.

• Is there an area trust is being lost in the process

when the customer is interacting with your brand?

• Do you have the r ight process or vendors in place?


“TO EARN THE RESPECT (AND EVENTUALLY LOVE) OF YOUR CUSTOMERS, YOU FIRST HAVE TO RESPECT THOSE CUSTOMERS. THAT IS WHY GOLDEN RULE BEHAVIOR IS EMBRACED BY MOST OF THE WINNING COMPANIES.” – COLLEEN BARRETT, PRESIDENT EMERITUS, SOUTHWEST AIRLINES


T H A N K S ! Q U E ST I O N S ?David Yarde Partner and Creative Director at Sevenality

Organizer for UX Orlando

Also known as Batman

Twitter: @dsmy

E-mail : [email protected]

Slideshare: www.sevenality.com/blog

http://www.sevenality.com

http://www.twitter.com/dsmy

mailto:[email protected]?subject=

http://www.sevenality.com/blog

the analytics of business decisions: using data to build a smarter brand

Data & Analytics