The main goal of this study is to understand how companies use the concept of Digital Analytics and how to leverage their results from Digital Analytics implementation.

1. CREATING STRATEGIC VALUE
THROUGH DIGITAL ANALYTICS
Claudio L. C. de Oliveira
Fernando J. B. Laurindo
Claudio L. C. Oliveira & Fernando
Escola Politécnica da Universidade de São Paulo │ Departamento de Engenharia de Produção
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J. B. Laurindo
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2. Agenda
• Purpose
• Research Framework
• Methodology
• Findings and conclusions
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3. Digital Analytics concept
“Digital Analytics is the measurement, collection,
analysis and reporting of digital data for the
purposes of understanding and optimizing
business performance”.
(CUTRONI, 2012)
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4. Goals
• The main goal of this study is to understand how
companies use the concept of Digital Analytics and
how to leverage their results from Digital Analytics
implementation
• Specific goals:
1. Developing a framework of Digital Analytics ;
2. Verifying the application of this framework by the companies
empirically;
3. Evaluating the Digital Analytics strategy alignment and its
contribution to business results ;
4. Identifying the critical success factors for a Digital Analytics
implementation.
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5. Digital Analytics framework
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6. Methodology
The research was planned in 5 phases in order to
manage the multiple case studies:
1. definition of a conceptual and theoretical
framework as described in the previous chapter;
2. case planning including an exploratory survey with
76 business executives;
3. conduction of the pilot test;
4. collection of data of 7 case studies;
5. report generation.
Claudio L. C. Oliveira
Fernando J. B. Laurindo
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7. Findings of the
exploratory survey
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1. The majority of the companies (68%) uses the Internet to collect information about competitors
2. 53% of the companies collect data about prospects such as audience researches and
consumers profiles on social network
3. 48% analyze the user behaviour on the corporate websites
Claudio L. C. Oliveira gray scale is proportional to responses frequency
Fernando J. B. Laurindo
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8. Case characteristics
Claudio L. C. Oliveira
Fernando J. B. Laurindo
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9. Analyze of the
multiple case studies Uniform
construct /
variable
application
Different
levels of
use per
company
Claudio L. C. Oliveira gray scale is proportional to Likert scale where 1 = low
Fernando J. B. Laurindo adherence and 5 =high adherence
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10. Analyze of the
multiple case studies
Case Context of Digital Analytics Application
E-Commerce Continuous improvement of the usability, campaigns returns and
consumers fidelity
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Phonographic Social media to promote the shows and to learn about the public
preferences. Leveraging the crowdfunding.
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Software Search engine marketing analyzes to increase sales, optimize return
on investments of online campaigns and discover unexplored markets
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Foods The company utilized the analyzes to generate insights to build a
close relationship with its consumer
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Cars E-metrics to optimize campaigns and their website usability. The
analyses are not sistematic. Focus is fragmented in each campaign
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Publishing Analyzes of the website usage and social media posts to support the
corporate strategy, but not the online presence
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Clothes The company is not monitoring of the social media and audience of
the site to support business strategy or online presence
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Claudio L. C. Oliveira
Fernando J. B. Laurindo
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11. Conclusions
• For the companies which strategies are strongly
based on the Internet as the e-commerce store
and the music band, Digital Analytics is crucial.
• The software company strategy also depends highly
on internet efforts. But it uses e-metrics with caution
in order to not disrupt the offline business.
Nevertheless, they get an expressive increase on
sales and some insights to new offerings
• The foods, clothes and publishing companies used
less the Digital Analytics practices than the others
companies analyzed; it reduced the potential of e-
metrics influence on the business results.
Claudio L. C. Oliveira
Fernando J. B. Laurindo
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12. OBRIGADA!
Claudio L. C. Oliveira– cloliveira@usp.br
Fernando J. B. Laurindo – fjblau@usp.br
Claudio L. C. Oliveira &
Escola Politécnica da Universidade de São Paulo │ Departamento de Engenharia de Produção
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Fernando J. B. Laurindo
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