SlideShare une entreprise Scribd logo
1  sur  32
Télécharger pour lire hors ligne
@KennethLim
NOT
ALL
DATA
IS
CREATED
EQUAL
Not All Data Is Created Equal: Data Analysis for Marketers
Not All Data Is Created Equal: Data Analysis for Marketers
Not All Data Is Created Equal: Data Analysis for Marketers
If Big Data was useful,
we would have called it
Useful Data
Not All Data Is Created Equal: Data Analysis for Marketers
Donald Rumsfeld:
“
There are known knowns; there are things we
know we know.
We also know there are known unknowns; that
is to say we know there are some things we do
not know.
But there are also unknown unknowns -- the
ones we don't know we don't know.
”
7
Finding Data
known knowns
known unknowns
unknown unknowns
8
Data
Application
Analysis & Testing
Discovery
We analyze data…
not because
we want to report it
not because
we can
and certainly not because
#YOLO
but because we want to
improve the outcomes
We must learn
how our goals are impacted
by understanding the
relationships within the data
Not all data
is created equal
Goal
Performance
Process
Behavior Circumstances
Data Hierarchy
16
Circumstances: variables that can influence Behavior, e.g. Seasonality
Performance: what you need to reach your goal, e.g. € 2M Profit
Process: a key figure that impacts Performance, e.g. Profit Margin per Product
Behavior: individual actions within the Process, e.g. Products Bought and Price Paid
Goal
Data Hierarchy
17
: what you ultimate want to achieve, e.g. 10% Financial Growth
Online Shop Example
Known Knowns Known Unknowns
Goal Profit
Performance Revenue
Costs
Process Revenue per Customer
Revenue per Order
Revenue per Email Campaign
Behavior Website Visits
Products Bought
Orders Made
Amount Paid
Discounts Applied
Abandons
Emails Opened
Email Links Clicked
Customer Online Times
Circumstances Holidays
Gifts
Email Campaigns
Birthdays
Anniversaries
18
Circumstances
Understanding Relationships within Data
19
Goal
Performance
Process
Behavior
Profit
Revenue
Emails
Opened
Email Links
Clicked
Email Campaign
Amount
Paid
Revenue per
Email Campaign
Discounts
Applied
Abandons
Customer
Online Times
Email Campaign Process
20
1.
Email Received
9.
Email Order
Revenue (in €)
4.
Order
Placed?
5.
Abandoned?
7.
Discount
Applied?
8.
Email Order
Discount (in €)
6.
Email Order
Abandon (in €)
2.
Email Opened
3.
Email Link Clicked
Yes Yes
Yes
No No
Measuring Revenue per Email Campaign
21
Total Email Order Revenue
Total Number of Emails Sent
Total Unique Email Opens
Total Number of Emails Sent
Total Email Order Revenue
Total Email Order Revenue + Total Email Order
Discounts + Total Email Order Abandons
*
Revenue per Email Campaign =
Adjusted Revenue per Email Campaign =
But wait…
there’s more!
Circumstances
Improving Revenue per Email Campaign
23
Goal
Performance
Process
Behavior
Profit
Revenue
Emails
Opened
Email Links
Clicked
Email Campaign
Amount
Paid
Revenue per
Email Campaign
Discounts
Applied
Abandons
Customer
Online Times
We can obtain data
by asking
We can obtain data
by taking
We can obtain data
by testing
We should obtain
data by asking,
taking & testing
Improving Revenue per Email Campaign
28
Total Unique Email Opens
Total Number of Emails Sent
Total Email Order Revenue
Total Email Order Revenue + Total Email Order
Discounts + Total Email Order Abandons
*
Adjusted Revenue per Email Campaign =
An Evolving Approach to Data
1. Understand the impact of and the
relationships within the data
2. Collect the data that is important
3. Analyze the outcomes
4. Optimize the approach
29
The story is never
about the data itself
Final Thoughts
• Always look to improve the outcome
• Establish a firm understanding of the
relationships within your data
• Challenge the unknown
• The story is never about the data itself
31
Kenneth Lim
designxdata.com
kenneth.lim@designxdata.com
@kennethlim

Contenu connexe

Similaire à Not All Data Is Created Equal: Data Analysis for Marketers

Part 1 of NexTargeting Webinar: Building Audience Insights
Part 1 of NexTargeting Webinar: Building Audience InsightsPart 1 of NexTargeting Webinar: Building Audience Insights
Part 1 of NexTargeting Webinar: Building Audience Insights[x+1]
 
See Why Presentation 8 2010
See Why Presentation 8 2010See Why Presentation 8 2010
See Why Presentation 8 2010loumcmenamy
 
Practical advice for measuring, analyzing, and reporting on your nonprofit's ...
Practical advice for measuring, analyzing, and reporting on your nonprofit's ...Practical advice for measuring, analyzing, and reporting on your nonprofit's ...
Practical advice for measuring, analyzing, and reporting on your nonprofit's ...Sarah M Worthy
 
13 Secrets to Successful Metrics-Based Marketing
13 Secrets to Successful Metrics-Based Marketing13 Secrets to Successful Metrics-Based Marketing
13 Secrets to Successful Metrics-Based MarketingMorgan Friedman
 
How to set SMART goals
How to set SMART goalsHow to set SMART goals
How to set SMART goalsStukent Inc.
 
What Happens When You Remove the Fear of Digital?
What Happens When You Remove the Fear of Digital?What Happens When You Remove the Fear of Digital?
What Happens When You Remove the Fear of Digital?GrowthHackTalks
 
Using the Marketing Measuring Tape
Using the Marketing Measuring TapeUsing the Marketing Measuring Tape
Using the Marketing Measuring TapeWerkshop Marketing
 
Harvesting the value from Advanced Analytics
Harvesting the value from Advanced AnalyticsHarvesting the value from Advanced Analytics
Harvesting the value from Advanced AnalyticsJaap Vink
 
Web and Email Conversion
Web and Email ConversionWeb and Email Conversion
Web and Email ConversionChris Bjorklund
 
Lead generation presentation by THRiVE! Media Group
Lead generation presentation by THRiVE! Media GroupLead generation presentation by THRiVE! Media Group
Lead generation presentation by THRiVE! Media GroupKyle Patterson
 
Financefornon financialpersonnel-part8-150208202930-conversion-gate02
Financefornon financialpersonnel-part8-150208202930-conversion-gate02Financefornon financialpersonnel-part8-150208202930-conversion-gate02
Financefornon financialpersonnel-part8-150208202930-conversion-gate02Kristi Anderson
 
Finance for non financial personnel - part 8
Finance for non financial personnel - part 8Finance for non financial personnel - part 8
Finance for non financial personnel - part 8Quek Joo Chay
 
10NTC - Data Superheroes - DiJulio
10NTC - Data Superheroes - DiJulio10NTC - Data Superheroes - DiJulio
10NTC - Data Superheroes - DiJuliosarahdijulio
 
Email marketing is not dead
Email marketing is not deadEmail marketing is not dead
Email marketing is not deadBisnode Belgium
 
Improving traffic quality in a more private world
Improving traffic quality in a more private worldImproving traffic quality in a more private world
Improving traffic quality in a more private worldAmyStamper3
 
Building and Effective Email Program
Building and Effective Email ProgramBuilding and Effective Email Program
Building and Effective Email ProgramJason Dalton
 

Similaire à Not All Data Is Created Equal: Data Analysis for Marketers (20)

Part 1 of NexTargeting Webinar: Building Audience Insights
Part 1 of NexTargeting Webinar: Building Audience InsightsPart 1 of NexTargeting Webinar: Building Audience Insights
Part 1 of NexTargeting Webinar: Building Audience Insights
 
See Why Presentation 8 2010
See Why Presentation 8 2010See Why Presentation 8 2010
See Why Presentation 8 2010
 
Practical advice for measuring, analyzing, and reporting on your nonprofit's ...
Practical advice for measuring, analyzing, and reporting on your nonprofit's ...Practical advice for measuring, analyzing, and reporting on your nonprofit's ...
Practical advice for measuring, analyzing, and reporting on your nonprofit's ...
 
13 Secrets to Successful Metrics-Based Marketing
13 Secrets to Successful Metrics-Based Marketing13 Secrets to Successful Metrics-Based Marketing
13 Secrets to Successful Metrics-Based Marketing
 
How to set SMART goals
How to set SMART goalsHow to set SMART goals
How to set SMART goals
 
What Happens When You Remove the Fear of Digital?
What Happens When You Remove the Fear of Digital?What Happens When You Remove the Fear of Digital?
What Happens When You Remove the Fear of Digital?
 
Analytics
AnalyticsAnalytics
Analytics
 
Using the Marketing Measuring Tape
Using the Marketing Measuring TapeUsing the Marketing Measuring Tape
Using the Marketing Measuring Tape
 
Harvesting the value from Advanced Analytics
Harvesting the value from Advanced AnalyticsHarvesting the value from Advanced Analytics
Harvesting the value from Advanced Analytics
 
Social mediaroi
Social mediaroiSocial mediaroi
Social mediaroi
 
Web and Email Conversion
Web and Email ConversionWeb and Email Conversion
Web and Email Conversion
 
Marketing Metrics
Marketing MetricsMarketing Metrics
Marketing Metrics
 
Lead generation presentation by THRiVE! Media Group
Lead generation presentation by THRiVE! Media GroupLead generation presentation by THRiVE! Media Group
Lead generation presentation by THRiVE! Media Group
 
Financefornon financialpersonnel-part8-150208202930-conversion-gate02
Financefornon financialpersonnel-part8-150208202930-conversion-gate02Financefornon financialpersonnel-part8-150208202930-conversion-gate02
Financefornon financialpersonnel-part8-150208202930-conversion-gate02
 
Finance for non financial personnel - part 8
Finance for non financial personnel - part 8Finance for non financial personnel - part 8
Finance for non financial personnel - part 8
 
Marrying for the money
Marrying for the moneyMarrying for the money
Marrying for the money
 
10NTC - Data Superheroes - DiJulio
10NTC - Data Superheroes - DiJulio10NTC - Data Superheroes - DiJulio
10NTC - Data Superheroes - DiJulio
 
Email marketing is not dead
Email marketing is not deadEmail marketing is not dead
Email marketing is not dead
 
Improving traffic quality in a more private world
Improving traffic quality in a more private worldImproving traffic quality in a more private world
Improving traffic quality in a more private world
 
Building and Effective Email Program
Building and Effective Email ProgramBuilding and Effective Email Program
Building and Effective Email Program
 

Dernier

The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfShifali roy
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management caseAnkit Sarkar
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesKiwi Creative
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Courseamirshaikhv21realtyp
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarSEO Optimizers
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growthabinashdm2014
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxWill Haire
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROVWO
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfUttara University
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain VisibilitySearch Engine Journal
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resourcesVWO
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 

Dernier (20)

The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdf
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management case
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads Webinar
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growth
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptx
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CRO
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdf
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resources
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
 

Not All Data Is Created Equal: Data Analysis for Marketers