1.
The
Intelligence
of Digital
Industry
Key thoughts on intelligence usage over last decade
2005 - 2015
Thinker: Andre Zeferino
Founder & Principal Analyst, Work Value Intelligence

2.
Simply explained…

3.
What we have
observed over the
last 10 years of
intelligence in the
digital industry?...

4.
From the typical “page
views” to advanced
“emotions behaviour”
metrics…

5.
2000 2005 2010 2015 2020
Server
Logfile
Analysis
Web
Analytics
Digital
Analytics
Digital
Ecosystem
Intelligence
•Website
popularity
•Measure the
impact of
Marketing Com.
on Website
(Site Centric)
• One Screen &
“Mouse Clicks”
•Social Media
popularity
•Measure the
impact of
Marketing Com.
on Digital Media
Channels
•Second Screen &
“Touch Points”
•Mobile (App)
popularity
•Measure the
impact of
Marketing Com.
on Customer
Journey
• Any Screen &
“Touch Points”
The media tech evolution influenced
the user content consumption…
•Disruptive
Media Content
•Innovative
Displays &
Devices
•Enhanced User
Experience
•Humanytics
(Neuro Media
Metrics)
(Predictions)

6.
2000 2005 2010 2015 2020
Server
Logfile
Analysis
Web
Analytics
Digital
Analytics
Digital
Ecosystem
Intelligence
•Website
popularity
•Measure the
impact of
Marketing Com.
on Website
(Site Centric)
• One Screen &
“Mouse Clicks”
•Social Media
popularity
•Measure the
impact of
Marketing Com.
on Digital Media
Channels
•Second Screen &
“Touch Points”
•Mobile (App)
popularity
•Measure the
impact of
Marketing Com.
on Customer
Journey
• Any Screen &
“Touch Points”
With a sustainable evolution in the
kind of data that matters…
•Disruptive
Media Content
•Innovative
Displays &
Devices
•Enhanced User
Experience
•Humanytics
(Neuro Media
Metrics)
(Predictions)
Analytics
by
VOLUME
Analytics
by
CONVERSION
Analytics
by
BEHAVIOUR
Increased Level of Complexity: Concepts, Algorithms and Metrics

7.
… with many lessons not learned yet
by most of brands…

8.
… thanks to "interesting" behavioral
patterns of some audiences…

9.
The level of media technology
innovation wasn’t enough to
inspire the growth of analytical
culture inside organizations…

10.
Intelligence is a knowledge
creation process to help brands
surpass their 2 major hurdles in
digital economy:
• Make data actionable
• Take decisions accurately

11.
The digital environment runs
faster than the learning process
inside brand departments…it’s
time to speed up!

12.
The learning process runs with 3 core
elements…
Optimal integration is the challenge…
Tools + Data + Brains
•Tech and tools
available
•Broad sources
available
•Mind skills
available
• Analytics
• Advertising
• Content
• Visualization
• Other
• Creative
• Scientific
• Other
• Artistic
• Analytic
• Other

13.
Skipping one element will change the
challenge…
Tools + Data + Brains
… to a harder level: Good luck!
Tools + Data + Brains
Tools + Data + Brains

14.
Lack of skills and proven expertise
using Tools + Data + Brains with
effective and actionable results is
not a myth…

15.
Source: Alteryx research report with RetailWire Think Group - February / March 2014
Many surveys tells the same story all
the time…

16.
Rolling out campaigns without a
proven measurement plan is a myth…

17.
Having the same ad formats along
years has been boring…
Isn’t time for some refresh?...

18.
And mobile ads will be boring over the
next years, probably…
How about some compelling ideas?...

19.
Which “targeting” is missing its own
purpose?…
• Behavioral Targeting;
• Contextual Targeting;
• Retargeting;
• “Whatever” Targeting…

20.
What lessons should be learned from
the most engaged* digital element?...
*major level of CTR ever!

21.
Having audiences skipping ads all
the time – what kind of disruptive
and creative challenge can be more
excited in the near future?...

22.
Digital Economy is too much
dependant of Attention Economy*…
*Herbert Simon, Nobel Laureate in Economics, 1978
Brands don’t know how to deal with
this new commodity…

23.
Attention is the main driver of the
whole brand investments…
… because Customer Memory is the main purpose
of brand existence…
Display
Advertisement
Video
Promotion
Outdoor
Events
Cool! What
an amazing
experience!
I’m feeling so
greateful...

24.
What Tools + Data + Brains have
been invested in the industry?...

25.
What tools?...
Tools are just a part of the equation
… and don’t tell
you all the story…

26.
Most of the tools launched for
digital industry have preached
they help brands to find the holy
grail…

27.
The global industry ecosystem
has been a fast process of
learning. There is no time to test
intensively “The Top XX tools
ever…” and making serious
advocacy…

28.
Try all the tools and
builds a fair enough
“The best Top Ten…”

29.
Tools don’t decide for you...
… and optimization is time consuming

30.
Many industry training programs fails
on deliver the adequate expertise…
Most put too much effort on tools without a rational
integration with business purposes...

31.
It’s not relevant the “platforms & tools”
you are using: They are not the core…
…but what measurable value you can create from it
to your business: The gold mine!

32.
It doesn’t matter if you are
a “guru” in a wide range of
tools if you don't have the
ability to inspire the
knowledge creation along
the business strategy…

33.
What data?...
Making sense of data

34.
What data?...
Understand the critical signs is the key…

35.
Complexity is the challenge…

36.
It’s easy to confuse methodologies
and loose the sense of rationality…

37.
The so-called “Customer Journey”
doesn’t have one way ticket…

38.
…and the “Journey” may not be so
easy like a fairy tale…

39.
But data can be a boring task…

40.
Most of the recent generation of
marketers came from creative
areas, like design, branding,
public relations and
communication…

41.
Maybe because “data & numbers”
and “do the math” are not sexy
enough in the mainstream
business…

42.
But even the sexy stuff has been
measured anyway…
Actually, it has been growing 2.27
inches since 2007...

43.
Just check…

44.
For any Device & Content brand
strategy the size matters than ever…
Source: http://services.google.com/fh/files/misc/multiscreenworld_final.pdf

45.
For the giant tech Apple the inches are
a critical KPI in their business…

46.
A hottest trend in the digital industry
(Mobile Usage*) are evaluated also by
inches…
*media audience and largest device manufacturers

47.
What is measured?...
Performance (Conversion and ROI)
 Ad & Media exposure;
 Device usage;
 Content (engagement); My Business
 User behaviour & patterns;
 Impact on Results (KPIs)

48.
What is learned?...
Knowledge Creation
 To achieve maturity;
 To build vision;
 To be accionable; To inspire
 To take decisions
 To make value

49.
Get the right
juice from the
numbers…

50.
… but only the
average view
duration can
measure the recall
of the strategic
message…
The volume of views always impress
the world…

51.
“Impressions” has been a proven
washed-up concept for years…
http://adage.com/article/datadriven-marketing/kraft-rejects-75-85-impressions-due-quality-issues/295635/

52.
The “milliseconds fight” RTB ad
Impression is a dynamic system…
… but how accurate is the data profile it
gets from user to serve the right content?
• User IP Address
• Browser language
• Demographics
• Other
Request to serve an ad
Data related with quality of the impression
Data Management
Platform
(DMP)

53.
The accuracy of CTR remains a
challenge…
Who’s behind the click?...
http://tv.adobe.com/watch/whats-your-marketing-doing/click-baby-click/

54.
Viewable* metrics doesn’t solve the
lack of disruptive content ads…
http://www.slideshare.net/IABRomania/viewability-the-next
Compelling content is the
challenge…
*Viewable or Viewability metrics measures the opportunities to see (OTS) ads

55.
There is no such things like “the top
5, 7, 10 or XX metrics…”

56.
Again, like tools, try all the metrics…
... and builds a fair Top XX

57.
The large debate about “ROI
in social media*” has been a
valuable indicator to show
the “status quo” of the market
overall mindset…
*Applies? Not apply? Makes sense? Doesn’t make sense? Etc…

58.
ROI* is what it never ceased to be,
anytime, anywhere: Financial Metric
*R.O.I. - Return on Investment
Digital economy is a business – If the smile of your “friend” costs
1 cent, you should consider be paid for it – Creativeness &
Brand Sentiment is not free… unless, someone is paying for you
ROI uses economic data to clear up what should
be comparable in digital business investments

59.
The “mirror, mirror on the wall” practice is a
proven waste of money…
... and a lack of fundamental skills

60.
Digital Industry must work with clear
fundamentals of intelligence…
The KPI & Metrics definition is a “popular”
trap for most of Brands…

61.
What makes a good metric being
actionable?...
• Connects with your own business;
• Make sense of your data;
• Provides a real context;
• Guides the decision process;
• Ready to take action
... it changes your Analytics Attitude

62.
An Analytics Attitude is not only an
intelligence issue...
... It should be a source of Inspiration

63.
• Thinking
• Understanding;
• Testing;
• Observing;
• Experimenting;
• Learning
• Overview
• Context
• Business Goals
The best metrics expertise ever…

64.
The level of confidence with
Digital Industry data cannot be
seen as a lottery…

65.
Brands should trust on data…

66.
If you don’t trust, don’t make wrong
decisions…

67.
If you don’t trust, ask again…

68.
“Big Data” is not a myth
Just turn it on “Better Data”…

69.
What brains?...
A special set of skills… just be a nightmare!

70.
There is only talented people
There is no left or right skilled people...

71.
They only need talented agencies
Brands don’t need left or right skilled
agencies...

72.
• More intelligent tools;
• Friendly data integration;
• Granular & Segmentation analysis;
• More customization & Optimization;
• Design & Data Visualization;
• Creative & Art Research;
• Inspirational & Motivational Outcomes
* “data-inspired” creativity…
Traditional creative agencies are
becoming full intelligence agencies*...

73.
Talented agencies know how
to get value from intelligence
to create knowledge and
inspire communities and
brands…

74.
…to understand human metrics
Digital economy needs to have a
sustainable knowledge…

75.
The elementary analytics data that
matters from Customer & Brands
relationship is not a secret…
What Customer
Want?
What Brands
Want?
1. Desire
2. Experiment
3. Reward
1. Attention
2. Interaction
3. Conversion
What Brands can
provide?
What Customer can
provide?

76.
What Data Customers
can generate?
• Clicks
• Visits
• Downloads
• Other…
Operational
Data
Rational
Data
Sentimental
Data
Subconscious
Data
• Comments
• Reviews
• Payments
• Other…
• Positive
• Negative
• Neutral
• Memory
• Emotions
• Behavior
• Other…
The higher level of intelligence from
Customer Data is “King”…
… not only the “Content”…

77.
Customer Data Integration Status by 2015
• Clicks
• Visits
• Downloads
• Other…
Operational
Data
Rational
Data
Sentimental
Data
Subconscious
Data
• Comments
• Reviews
• Payments
• Other…
• Positive
• Negative
• Neutral
• Memory
• Emotions
• Behavior
• Other…
The knowledge & integration of all
different data should be… “Queen”?
Check! On Running Try Again… One Day…

78.
Brands (Brains) are not asking
the right questions for their
analytics purposes…

79.
3 simple questions that
are above any analytics
tool…
1. Who they are?
2. What they do?
3. What value they bring?

80.
Do I know this community?…
Customers, Visits, Followers, Fans…

81.
How “fake” is my community?…
Customers, Visits, Followers, Fans…

82.
Community / Customer Base?…
Measure correlation, affinity, whatever…

83.
Do I know the influencers?…
Measure the value of the best advocates

84.
Without community intelligence all
the basic analytics stuff is a waste of
time…
… and money

85.
Use adequate analytics…
• Demographics
• Lifestyle
• Other
Descriptive
Analytics
Predictive
Analytics
Actionable
Analytics
1. Who they are?
• Check content
• Ask for features
• Request data
• Other
2. What they do?
3. What value they
bring?
• Will request demos
• Will request quotes
• Will purchase
• Other
• Estimated profit
• Brand advocacy
• Leads referral
• Other
• Competitive prices
• Best campaigns
• Quality & Innovation
• Other
• Personalization
• Customer care
• Reward initiatives
• Other
Descriptive significant
changes?
Medium/Long term
… using your money adequately

86.
None of any digital channels
performs better with your business…
… until you understand (measure & learn)
the level of intelligence of each one

87.
Attribution Models provides a fair way
to understand your digital channels…

88.
Attribution can help brands with some
real “watch & learn” experience…

89.
Attribution can help brands with some
real value experience from Media…
Owned Media Paid Media
Earned Media
It makes sense
to your brand
investment?

90.
Journey
Attribution can help brands to
understand the Media Ecosystem…
Storytelling
Content
Experience
Emotion
Owned Media Paid Media
Earned Media
Cool!

91.
“Traffic & Conversion” has been the
overall gossip for years…
... and analytics tools love it!

92.
Attracting qualified leads is a “piece
of cake”…
…the point is: Which cake?

93.
A proven track record about where
brands should invest securely their
marketing is mandatory…
Do you know the
value of any of
your Customer?...
What makes you
think they deserve
any cent you
spend (looking) for
them?...

94.
Getting the right intelligence cycle is
critical…
Knowledge Creation
Analytics effort
Take Decisions!
Turn it Actionable!

95.
Otherwise…

96.
The biggest barrier for the growth
of the Analytical Culture inside
organizations is not the lack of
data…

97.
… There are too much opinions
instead of proven facts

98.
Industry runs faster: Catch the train on
move without proven skills can be
dangerous…

99.
Why the hell I still
don’t know after all these
years?…
1838 - 1922

100.
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webanalytics.pt
Andre Zeferino
Founder and Principal Analyst
Work Value Intelligence