Online Dialogue: Digital Analytics Maturity in the Netherlands
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Keynote presentation for OnlineDialogue.nl 5th anniversary. Introduction to the concept of the Digital Analytics Maturity Model with results of a survey of 98 analysts in the Netherlands.
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Online Dialogue: Digital Analytics Maturity in the Netherlands
- 1. BEHIND THE MATURITY SCENE Tips, lessons & anecdotes Stéphane Hamel Director of Innovation Cardinal Path google.com/+StephaneHamel @SHamelCP CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
- 2. Stéphane Hamel Director of Innovation shamel@cardinalpath.com Tel: 418-454-2637 Quebec City, QC, Canada Stephane Hamel @SHamelCP www.CardinalPath.com “Data is the raw material of my craft”
- 3. 1 | 4 | 60+ | 1000+ | 1200+ | 50000+ CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
- 4. ANALYTICS THE SCIENCE OF ANALYSIS HOW A BUSINESS ARRIVES AT AN OPTIMAL AND REALISTIC DECISION INFORMED BY DATA. CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
- 5. ANALYSIS THE PROCESS OF BREAKING A COMPLEX TOPIC INTO SMALLER PARTS TO GAIN A BETTER UNDERSTANDING OF IT. CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
- 6. MOST COMMON MARKETING TACTIC… CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
- 7. FAILURE DOESN’T MEAN THE GAME IS OVER, IT MEANS TRY AGAIN WITH EXPERIENCE CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved. Len Schlesinger, President, Babson College
- 8. EXPERIENCE n=98 .NL Survey Participants September 2014, Netherlands CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
- 9. WHERE DOES DA LIVE? CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
- 10. Anyone can make the simple complicated. CREATIVITY IS MAKING THE COMPLICATED SIMPLE Charles Mingus American jazzman CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
- 11. Online Analytics Maturity Model CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
- 12. MATURITY MATTERS If you lack a disciplined, explicitly defined analytics processes, accountabilities and scope, you simply can’t extract the value from your analytics investments. Immaturity reflected by ad-hoc and non-holistic approach to leveraging data-driven decision making. CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved. Credit: stock.xchng
- 13. 1. MANAGEMENT, GOVERNANCE & ADOPTION What is the highest job title with accountability for online performance measurement against business objectives? 5. Implicit throughout the organization 4. CXOs 3. Senior manager, VP 2. Director or team lead 1. Project Manager 0. Nobody CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
- 14. 2. OBJECTIVES What is the objective of your current analytics program? 5. Reinventing the business 4. Business optimization 3. eBusiness optimization 2. eMarketing optimization 1. Task list 0. Yet to be defined CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
- 15. 3. SCOPE What is the scope of your analysis and optimization? 5. Beyond online offline 4. Online ecosystem 3. Single channel 2. Specific activity/sector 1. The HiPPO game 0. Improvising/ad hoc CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
- 16. 4. TEAM & EXPERTISE How is your online analytics team structured? 5. Empowered business users 4. Multidisciplinary team 3. Distributed team 2. Full time analyst 1. Project team or part time analyst 0. No dedicated resources CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
- 17. 5. CONTINUOUS IMPROVEMENT PROCESS & ANALYSIS METHODOLOGY How do you identify problems & opportunities, develop hypothesis, analyze and provide insight? 5. Agile organization (off/on-line) 4. Agile (online) 3. Proven methodology 2. We have our own methodology 1. My own way 0. No methodology CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
- 18. 6. LEVERAGING THE TOOLS, TECHNOLOGY & DATA INTEGRATION How sophisticated is your use of technologies? 5. CRM, Predictive analytics, Attribution 4. Multi channel, MVT, BT, Lifetime Value, RFM 3. Segments, A/B, opt., personas, KPI alerts 2. Defined outcomes/KPI/dashboard 1. Out of the box: clickstream analytics 0. TBD CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
- 19. .NL Survey Participants CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
- 20. Example Maturity assessment for a client in the gaming industry • Brought 20+ analysts and stakeholders from around the world • Conducted an internal mini-conference The results broken down by roles… CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
- 21. Profile: ACCOUNTABLE GOVERNANCE 5. 4. 3. 2. 1. 0. OBJECTIVES SCOPE EXPERTISE TECHNOLOGY METHODOLOGY Managers asses things are looking great! Mature and balanced CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
- 22. Profile: RESPONSIBLE GOVERNANCE 5. 4. 3. 2. 1. 0. OBJECTIVES SCOPE EXPERTISE TECHNOLOGY METHODOLOGY Those “doing” the work see it differently! They lack understanding of the business goal. CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
- 23. Profile: INFORMED GOVERNANCE 5. 4. 3. 2. 1. 0. OBJECTIVES SCOPE EXPERTISE TECHNOLOGY METHODOLOGY Business stakeholders don’t understand “how” data is used to come up with recommendations. CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
- 24. NEXT STEPS Dial up or dial down effort in order to achieve alignment Value of analytics higher when key attributes are balanced Cultural changes takes time CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
- 25. bit.ly/oamm Free Benchmark CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
- 26. Stéphane Hamel Director of Innovation shamel@cardinalpath.com Tel: 418-454-2637 Quebec City, QC, Canada Stephane Hamel @SHamelCP www.CardinalPath.com “Data is the raw material of my craft”
Notes de l'éditeur
- CARDINAL PATH BY THE NUMBERS #1 DIGITAL PURE PLAY AGENCY FOCUSED ON PROVIDING CLIENT TRUE DIGITAL INTELLIGENCE, DATA AND ANALYTICS SERVICES WE ARE A CUTTING-EDGE DIGITAL DATA AGENCY WITH ANALYTICS AND MODELING CAPABILITIES AT OUR CORE … ... DELIVER DATA-DRIVEN DECISION SUPPORT TO THE C-SUITE TO DRIVE HIGH YIELDS ON MARKETING ROI … OUR CARDINAL PATH PROCESS ENSURES YOU OWN YOUR OWN DATA WITH A BEST-IN-BREED APPROACH, AGNOSTIC AND OPEN SOURCE APPROACH TO TECHNOLOGY DEPLOYMENT. WE BRING TO OUR CLIENTS A BREADTH AND DEPTH OF PERSPECTIVES ACROSS THE ENTIRE DIGITAL, SEO / SEM, MOBILE AND SOCIAL MARKETING LANDSCAPE THAT HELPS COMPANIES UNLOCK THE VALUE OF THEIR DATA. FOUR OFFICES – CHICAGO (HQ), TORONTO, PHOENIX, OTTAWA – WITH SATELLITE TEAMS IN NEW YORK, BOSTON, CHARLOTTE, SAN DIEGO AND AUSTIN 60+ ANALYSTS, STATISTICIANS, ACADEMICS, LECTURERS AND DATA GURUS STEEPED IN THE DIGITAL AND ANALYTICS LANDSCAPE OVER 950 CLIENTS HAVE HAD THEIR ONLINE ANALYTICS MATURITY BENCHMARKED BY CARDINAL PATH WITH A NORMATIVE DATA BASE THAT RANKS YOUR MATURITY VS 845 OTHER ORGANIZATIONS OVER 1,100 CLIENT ENGAGEMENTS ACROSS VIRTUALLY EVERY MAJOR VERTICAL
- Define analytics
- You claim to be “analysts”, right? Don’t you think business optimization is much more complex than your own job? How can you expect to optimize business processes if you can’t even optimize your own job and keep complaining “it’s hard?” How can you build trust & confidence from management?
- Setting the table – why is it that so many companies fail and a few outperform? What are the drivers of success?
- 1) ASK HOW MANY USING REPORTS VS REAL ANALYSIS 2) BUDGET FOR ANALYSIS 3) PROCESS TO ASK QUESTIONS
- We can complain… or be creative and do something about it! Make our job simpler!
- I decided to do something about it – and it’s been two years since I started to look at what/why are some organizations successful at web analytics while so many others fail. We need to understand how we can go from ad hob, where everything we do is new and unknown, to a much more disciplined and mature approach to analytics.
- SMART objectives: personas, lifecycle, activities, metrics & KPIs Common taxonomy
- Cross-device tracking User id for customer-focus Merging Online-Offline data
- Digital Analytics Center of Excellence (DACE) RACI workshop Team building: hire, train, coach & share
- Lean Six Sigma – Define/Measure/Analyze/Improve/Control Agile Analytics Increase Velocity
- Tag Management System Tools standardization Tableau or similar
- Do a self-assessment – contribute to the evolution of OAMM and see what is your footprint (in beta)