From Digital Analytics to Insights: Data-Driven Decision Making & Changes in Consumer Trends to Effectively Develop Below-the-Line Campaigns / Guest speaking on Nov 25, 2015 at Asia Business Connect's Conference on "Effective Below-the-Line Marketing Strategies"

1. From Digital Analytics
to Insights:
Data-Driven Decision Making & Changes in Consumer
Trends to Effectively Develop Below-the-Line Campaigns
Pithan Rojanawong November 25, 2015

2. About Me
Pithan Rojanawong
Vice President,
Head of UX Design & Analytics at
Krungthai-AXA Life Insurance PCL
• User Experience
• Digital Analytics
• Data-Driven Digital Marketing
• Front-End Development
linkedin.com/in/pithan

3. “You can have data without information,
but you cannot have
information without data.”
Daniel Keys Moran
An American computer programmer and science fiction writer.

4. What Digital Analytics
Really Is
#1

5. is the analysis of qualitative and quantitative data
from your business and the competition to drive a
continual improvement of the online experience that
your customers and potential customers have which
translates to your desired outcomes…
Google Analytic Academy
Defining “digital analytics” in Digital Analytics Fundamentals
Digital Analytics

6. web analytics
social media
analytics
usability testsemail
marketing
search
analytics
mobileappscontent
marketing
customer data
voice of consumers

8. How Digital Analytics Can Work With Different Teams
Marketing Products ExecutiveIT
Landing page
optimisation
Lifetime value /
Customer
segmentation
Search engine
marketing
Ad & media plan
optimisation
Social media
optimisation
Behavioural
analysis
Search engine
optimisation
Funnel & flow
optimisation
Application &
product
performance
Dashboard
Scorecard
Custom
research
Financial
performance
Competitive
intelligence
Performance
monitoring
Site usage
capacity
planning
Disaster recovery
Infrastructure
Enhancement

9. DigitalAnalyticsMaturity

10. Identify Your
Data Source
#2

11. Internal & External Digital Analytics Data
Internal
Web analytics
Mobile applications
Your social media
analytics
Usability tests &
A/B tests
External
Consumer trends
Search trends
Digital ads
tools & analytics
SEO tools
Competitors
data

12. “Context Drives Device Choice
Throughout the Day”
Consumer Trends/Research

25. Know all your available data sources
and metrics you can get from these sources
So you can pick the ones that fit
with your campaigns later

26. Analytics Planning
& Define Metrics
#3

27. 3 Steps to DIY Digital Analytics
1. Clear on business goals & objectives
Translate objectives into goals. There shouldn’t be
too many objectives. Each one can have many goals.
2. Define KPIs of each goal
Each goal can have several KPIs.
KPIs must be measurable, measured with data from
your digital analytics sources
3. Define segmentation for future optimisation
What could make an impact on the outcome?
Source of traffic? Mobile device OS?
Geography?

28. Create
Engagement
Generate LeadsCreate
Awareness
Avinash Kaushik’s Framework
Website Goal
Reinforce
Online/Offline
Advertising
Website Goal
Capture leads:
Emails/Contacts
Website Goal
Provide users
with information
Website Goal
Website
Engagement
ABC Website
KPI
Branded traffic
Target
7K visits/month
KPI
Conversion
E-newsletter
Target
100 subscription/
month
KPI
# of PDF
downloads
Target
500 downloads/
month
KPI
Visitor loyalty
Target
50% repeated
visits
Segments
Traffic sources
Converted visits
Segments
Traffic sources
Segments
Document types
Geography
Segments
# of visits/month

29. RACE Framework
REACH
awareness & visits
VISITORS
ACT
awareness & visits
LEADS
CONVERT
awareness & visits
SALES
ENGAGE
awareness & visits
% ACTIVE
CUSTOMERS
BOUNCE
RATE
%
CONVERSION
TO LEAD
%
CONVERSION
TO SALE
% CUSTOMER
CONVERSION
REVENUE
PER VISIT
LEAD VALUE
PER VISIT
SALES
VALUE
LIFETIME
VALUE
CPC:
COST PER
CLICK
CPL:
COST PER
LEAD
CPS/CPA:
COST PER
SALE
VOLUME QUALITY VALUE COST

30. Metrics Checklist
Good Metrics
Measure usage of a product by a person. The usage
should be specific
Great Metrics
Makes you look at all other metrics and think
“none of those other numbers matter
if we don’t get this right first”
Total # of
Registered
Users
# of new
Users Per Week
# of Users
Who Login
3+ times/month
GoodUnhelpful Great

31. Digital Analytics
Tools Selection
#4

33. Tool Selection Checklist
1. Who’s going to be using it?
No tools are smart enough to give you out-of-the-box
actionable and valuable insights.
You still need a human to do the work!
2. DIY Analytics VS Outsourcing
Outsourcing digital analytics to vendors could mean
including tools + someone to make use of them for you.
3. Try Before You Buy
Most digital analytics tools have alternative ones.
Try the free trial/version. Sometimes the free version
gives you everything you need.

34. The 10/90 Rule
#5

35. “20%of organizations do not have
marketing analytics, which means they have
zero insight into online behavior.”
The 2014 Marketing Score Report
Look at how 318 marketers, executives, and entrepreneurs rate their organisations

36. “It’s the People”
• Our Goal: Highest value from digital analytics
implementation
• Cost of analytics tool & vendor professional
services: $10
• Required investment in "intelligent resources/
analysts": $90
• Bottom-line for Magnificent Success: It’s the people
-Avinash Kaushik, Digital Marketing Evangelist - Google

37. It’s the People (who do most of the work)

38. Learn From
Past Campaigns
#6

39. Data from
Past Campaigns
and/or from
Web Analytics
Segmentations
Personalisation
Design & Development IT & Infrastructure
Marketing &
Communication

40. We study the data of our previous LINE sticker launch
to estimate traffic to our website
to prepare in terms of IT infrastructure

43. #7
Every Little Thing
Counts

44. Always Track Traffic to Your Site
campaign
ichild_2015
source
line
source
facebook_ads
medium
post
medium
rich_menu
Build your link at https://support.google.com/analytics/answer/1033867?hl=en
medium
xxx
http://www.yoursite.com?
utm_campaign=ichild_2015&
utm_source=line&
utm_medium=rich_menu

45. Use Your Links in Other Media
http://www.yoursite.com?
utm_campaign=ichild_2015&
utm_source=billboard&
utm_medium=qrcode
Add tracking parameters
http://bit.ly/12rvnion3f9823
Shorten the full URLs
Use in SMS
Create QR codes

48. Data Supports
Assumptions
(Not Answers)
#8

49. Data from Analytics Tell Us
We Need to Find Out
WHAT
is/was happening?
WHY
it is/was happening?

51. video clip

52. Always Aim to
Learn More About
Your Users
#9

53. 3 Ideas to Learn More About Your Users
1. Learn from Paid Search Queries
If you run paid search campaigns, data can tell you
so much about users’ intents.
2. Learn from A/B Testing
Running A/B or multivariate tests have never been so
easy. Plus there are many affordable or free tools out
there.
3. Always Segment Your Data
Chances are you also have several groups of users to
work on. And most of them have different behaviours.
Segment them and learn about each segment.

57. Keep Testing
#10

58. A/B Tests = Optimisation + User Insights
Image: VWO

59. Image: MOZ

60. Digital Analytics = Ongoing Process
Business
Objectives
RUN CAMPAIGNS
Measure & monitor
performance
LEARN
Analyse results, learn from
the campaigns
TESTING
Keep testing to optimise
outcomes
PLAN
Define goals, KPIs,
segments

61. Thank You
Pithan Rojanawong November 25, 2015

62. Resources
• https://analyticsacademy.withgoogle.com/course01/assets/pdf/
DigitalAnalyticsFundamentals-Lesson2.1TheimportanceofdigitalanalyticsText.pdf
• http://www.slideshare.net/TopRankin/3-months-to-success-a-digital-analytics-plan-
emetrics
• http://www.kaushik.net/avinash/the-10-90-rule-for-magnificient-web-analytics-
success/
• http://www.slideshare.net/Smart-Insights/10-steps-to-actionable-analytics-for-digital-
marketing
• http://www.slideshare.net/widen/analytics-presentation-39727380
• http://www.analytics-tools.com/
• http://www.slideshare.net/adelphidigital/16-digital-trends-to-shape-2016
• http://www.slideshare.net/ericbryn/digital-marketing-analytics-lecture-1-43616208
Pithan Rojanawong November 25, 2015