Marketers are looking for Convergence Analytics solutions that help them see and interact with all their data in one place: the digital equivalent of “one ring to rule them all”. New tools in the market today combine data from web, mobile, social, demographics, seasonality, campaign, cost center, and sales center sources, and allow the marketer to visualize them in dynamic dashboards for real-time analytics and predictive forecasting.

1. Convergence Analytics:
How Vendors
are Delivering
Multi-Channel
Insight
Andrew Edwards
Efectyv
May 14, 2013

2. Connect
Bring all your vendor, reference or
corporate data together.
Analyze
Visualize. Discover. Predict
ACT
Drive Revenue and profitability.
Copyright 2013 Anametrix, Inc.

3. Andrew Edwards
1980s: Desktop Publishing
1990s: Multimedia and Web
2000-2011: Web Analytics
2012-13: Convergence Analytics
@AndrewVEdwards

4. What is Convergence Analytics?

5. What is Convergence Analytics?
A confluence of:
• digital marketing
• big data
• cloud computing
• APIs
• sophisticated visuals

6. Why Convergence Analytics? Why Now?
Because the rush is on. . .
. . .to provide the best single-view into all marketing data.

7. Everybody is Measuring Everything
• Convergence Analytics is the “one ring to rule them all”.

8. Convergence Analytics: Common Characteristics
@AndrewVEdwards

9. Convergence Analytics: Common Characteristics
• Piping Data from Multiple Sources

10. Marketers Need Enhanced Reality
New ways to look at complex,
multi-channel data

11. Convergence Analytics: Macro Drivers
• A confluence of demand, technology and data:
Convergence
Customer
Analytics
Demand
Data
Available
Technology

12. Web Analytics?
Not
Enough

13. This Matters to Marketers Because. . .
• Convergence Analytics will change everything about digital marketing measurement
• Marketing
becomes more central to organizational success

14. Marketers in Control
New ways of looking at data allow marketers to remake
the digital landscape. Measurement becomes. . .
more about proving ROMI
less about
“engagement”

15. Convergence v. Single-Source Analytics
Multi-Channel: “Not in Kansas anymore”

16. Data Feeds: More is Better
DATA FROM THE CLOUD
VISUALIZE
Streaming Data
3rd party services
Batch data transfers
Listening
(publicly available from publishing services)
REFERENCE DATA
ANALYZE
Census
Weather
Market share / competitive data
PREDICT
CORPORATE DATA
Scheduled file integration
Database connections
Excel Uploads
API
16
Copyright 2013 Anametrix, Inc.

17. More Data, Better Organized, How to Use It!
CHANNELS
VISUALIZE
ANALYZE
REFERENCE
PREDICT
CORPORATE
17
Copyright 2013 Anametrix, Inc.

18. Predictive Modeling

19. The Marketers’ Approach
To Data
DATA
+
PROCESS

20. Insight and Optimization:
a “real life example”

21. The 5 Essential Steps to Optimization
• 1-decide what to measure
• 2-use the right tools to measure
• 3-determine what the data has told you
• 4-make the changes
• 5-measure again to see if the changes worked

22. “No
Other
Way”

23. Earned Media Impact on Paid Media
Copyright 2013 Anametrix, Inc.

24. “How do I get
multi-channel data
OUT of the application
(so I can share it)?”

25. Water water everywhere. . .
. . .and not a drop to drink?

26. How to Know What You Want to Know

27. Competitive Data:
. . .where do I stand?

28. Daily Author Dashboard

29. Segmentation and Predictive Analytics

30. Digging Deeper into Data:
• Brand Affinity
• Readiness to Buy
• Advanced
Segmentation

31. Return on Investment
(Lift)
II like the view!
like the view!

32. Summary
Key Points from our Webinar
No more one-dimensional data
Convergence Analytics tools pull data from
multiple sources and provide visual cohort
analysis
Everybody needs a process to succeed
Now we can really see ROMI

33. Questions?