1. 5 Essential Practices of the
Data Driven Organization

2. Overview: We Will Cover . . .
Essential cooperative
behaviors for both content
and technology teams
focused on digital ROI.
Common roadblocks and
how to overcome them
using expertise and
technology.
Insights into some
"convergence analytics"
tools coming on the
market

3. Analytics Today: a Tough Fight
• Few organizations can manage
effectively
• Lack of overall standards and
benchmarks
• Lack of efficiency in analytics process
• Quantity of data is ahead of data
analysis
• Frequent uncertainty that data is
accurate
• Flawed tags and data collection
• Difficult to keep tools/tagging/expertise
current

4. Multi-Channel Adds to
Complexity
• Mobile
• Social
• eMail
• Web
• Off-line
• . . .is Convergence Analytics
in our future? (more later)

5. Muted Impact of Analytics
• Analytics often isolated from decision-makers
• Reports go to report recipients—but what do they do with the
data?
• Analysts generate insights
• . . .but executives may or may not be interested
• Tendency to focus on global trending data
– Rather than engagement and conversion metrics
– Because it is much harder to define engagement and
conversion than to look at overall trends
• Internal political impact of success/failure measurement

6. Analytics Success
• Success in analytics requires
industrial strength accuracy,
standardization and a repeatable
process.

7. The Data Driven Organization
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8. The Data-Driven Organization is:
• Organized around the intelligence gained from the data it
collects about its customer interactions.
• Good about Managing Expectations
• Willing to admit its requirements are not unique (and
therefore cannot be defined)
• Ready to standardize its measurements across digital
properties
• Ready to get expertise where it resides (rather than
relying on a preconceived notion of where it might be
found)
• Eager to improve based on findings

9. Five Essential Practices (1)
• The Data Driven Organization
defines what it wants to
measure

10. Five Essential Practices (2)
• The Data Driven Organization
deploys analytics tools expertly

11. Five Essential Practices (3)
• The Data Driven Organization
analyzes results and makes
recommendations

12. Five Essential Practices (4)
• The Data Driven Organization
creates changes based on
data

13. Five Essential Practices (5)
• The Data Driven Organization
measures again. . .and again
(to see what worked)

14. A Repeatable Process
• eBusiness 5 Step Optimization
• The method by which the Data Driven
Organization can get organized

15. A Repeatable Process
• e5o provides a framework for total web and
digital ROI. Properly deployed, it is a complete,
repeatable feedback loop targeted at success. It
involves business, technical, analysis and
creative components that form the basis for a
data-driven marketing organization

16. A Repeatable Process
Activity Deliverable Benefit
Define Drivers Set of goals and targets for web Clear understanding of success
optimization project factors for web site
Build Metrics Create measurement criteria Gain critical insight into web
plus tool configuration performance
Plan Actions Map of improvements, based Targeted, achievable
on data analysis improvement goals
Create Changes* Development and delivery of A web site that responds to
actual improvements quantifiable critique
Measure Success Evidence of improvement by Proof that the process resulted
percentage in. . .
. . .Better Web ROI
*may include third party content creation

17. KPI Definition Basics
If you are a______site. . . You’ll want to improve. . .
 Content/Brand  Stickiness
 E-Commerce  On line Sales
 Lead Generation  Customer Contacts
 Self-Service/  Efficiency/
Information Productivity
The Data Driven Organization Knows How to Categorize its Digital Properties

18. Conversion Basics
Key Performance Indicators are almost synonymous with ―desired actions‖.
When desired actions are performed by the user, that is considered to be a
―conversion event‖.
The four major steps in conversion are shown below.
• Reach (Campaigns)
• Engage (Landing Page/Other Convincing Content)
• Convert (Visitor performs desired action)
• Retain (Re-target, up-sell, cross-sell)
The Data Driven Organization Knows How to Segment Conversion Steps

19. Campaign Awareness
• Every ―touch-point‖ is a Campaign
• Email
• Social
• Banner
• Module
• Affiliate
• . . .and can be measured
The Data Driven Organization Knows That Campaigns Must Convert

20. The Importance of QA
• The Data Driven Organization
trusts its numbers
• . . .because they've inspected tagging and
filtering very carefully.
Tags/Filters

21. The Sixth Sense
• Convergence
Analytics
– Big Data meets
– Multichannel meets
– Web Analytics
• Targeting Marketers with
data from many sources

22. The Sixth Sense (2)
• Convergence Analytics
– Data extraction
– Data preparation
– Data load
– Data presentation
• From numerous sources, including off-line

23. The Sixth Sense (3)
• Convergence Analytics
• The goal is a single view of marketing
touchpoints
• Focused on understanding true ROI
• Players: Anametrix, Gooddata, Domo
• Does Convergence Analytics replace web
analytics?

24. Look in the Mirror
• Do you recognize your
organization?
• Can you:
Data Driven • Define your conversions
• Measure accurately
• Change
content/architecture
based on metrics

25. What Success Looks Like
• Data Driven Organizations will thrive in a
digitized marketplace because they know
that:
• ―Creativity without Conversion
equals Zero‖ *
*Rand Schulman

26. Thank You
• Andrew Edwards
• aedwards@technologyleaders.com