why digital analytics?
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WHY DIGITAL ANALYTICS?
Raymond Chau
Nov 2013
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About me
• Building web site for 10 years
• Working in isobar, a full serviced digital agency around the globe
• My blog: http://www.whymeasurethat.com
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WHAT IS DIGITAL ANALYTICS?
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What is digital analytics?
“Collect and use data to make things better”
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How do we collect data?
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PUBLIC DataPRIVATE Data
Data
tracking (e.g. Google Analytics)
survey (e.g. iPerception)
logs (e.g. server logs)
paid (e.g. Hitwise, Compete)
free (e.g. Google Trends, forums)
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Example: Google Analytics
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Free tool offered by Google to monitor user activities on their web sites or mobile apps
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Example: Facebook Insight
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Allows developers and Page owners to see how their app / page perform
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Example: Google Trends
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Public available data that allows user to see how a particular search-‐term performs over a time period on different regions
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Example: TripAdvisor
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Forum is one of the best (and mostly free) source of qualitative data from your customers! See how honest are they!!
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WHAT CAN DIGITAL ANALYTICS DO?
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Improve advertising spending effectiveness
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ROI can be calculated and see which channel is more effective
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Fix the entrance of the site
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75% of visitors immediately leave the site after seeing the page. What’s wrong?
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Optimize check out process
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Only 36% people checkout after adding things to cart, what’s wrong?
Where do people go if they quit from billing page? Are they looking for shipping details?
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Experimenting (A/B Testing)
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Personalisation
• Movie: Minority Report (2002)
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Personalisation
e.g. email marketing using user behaviour data
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Personalisation
e.g. recommendations based on purchase history data
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Personalisation
e.g. advertisement based on facial expression datahttp://www.cenique.com/cenique/advertising_Platform.php
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Recommendations
Provide recommendations using crowd-‐sourced data (e.g. Netflix, Amazon)
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Re-‐marketing / re-‐targeting
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1. visitor enters your site
2. visitor doesn’t buy anything and leaves, but you know he has seen a particular product and put it into the cart
3. visitor goes to a popular site, promotional ad targeted to the product the visitor just read is displayed
4. visitor goes back to your site because of the promo, and may possibly purchase
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TRADITIONAL MARKETING V.S. DIGITAL MARKETING
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Measurability
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Traditional !• Very difficult to measure • Can be very expensive to measure • Cannot measure how viewers engage
with the content
Digital !• Very easy to measure • Almost free to measure • Can measure how viewers engage or even
interact with the content
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Message Delivery
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Traditional !• Message deliver to as many audiences
as possible • Have no knowledge on audiences • Less likely to respond
Digital !• Message deliver only to your target audiences • Know who the audiences exactly are • More likely to respond as the message is
relevant
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Example: Non-‐target ad v.s. target ad
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Target Ad -‐ Facebook !• Can target visitors in finest level • For example, you can target based on
country, city, gender, age range, interests, etc
Non-‐target Ad -‐ TV !• Can’t target audiences that are really
relevant to your product • For example, you can’t target those
who really have acne problems
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Speed
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Traditional !• Data takes time to collect and analyse • Cannot respond to audience
immediately • Marketers spend longer time + more
money to get insights and adapt
Digital !• Data are collected or even processed at
real time • Can respond and give tailored response
to audience real time • Allows marketers to fail cheap and fast
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LATEST TOPIC ON DIGITAL ANALYTICS
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BIG DATA!!!
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Abacus(old method)
Calculator (new method)
Excel(old method)
Big Data(new method)
Calculation
Data Storage & Analysis
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We’re generating more and more data
• Example: facebook
• 699 million people login Facebook daily
• 300 million photos are uploaded daily
• Every 60 seconds
• 510 comments are posted
• 293,000 statuses are updated
• 136,000 photos are uploaded
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Example: Obama 2012 election campaign
• Collect 1 database that factors 80 pieces of information about voters: (e.g. age, race, sex and even voting history)
• Target right audience: focus on voters who might change their mind based on voters’ ‘persuasive score’
• Personalisation: deliver policy messages or fund raising event tailored for individual voters
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Example: Disneyland
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1. Opt-‐in for a wireless tracking bracelet ‘MagicBand’ which links to the system My Magic+
3. Mickey Mouse now knows a lot about YOU!!!
2. Visitors’ real time location, riding patterns & purchases are all recorded
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SUMMARY
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Data: to use or not to use?
TARGET ad reveals teen’s pregnancy http://bit.ly/1b3u5k5
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Want to know more?
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ME
twitter @raymondchau
blog www.whymeasurethat.com facebook fan page
WhyMeasureThat
Google + page +RaymondChau
LinkedIn linkedin.com/in/raymondchau
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THANK YOU!
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