Online
Analysis
- Using data to your advantage
3
Per A. Knudsen
Digital Media
Strategist
#Digitalmedia
#Search
#Digitalstrategy
#Design
#Roadcycling
Who we are
Ida Mahle...
Agenda
•  Introduction
•  Organisations vs. online analysis
•  Define your eco-system
•  Using insights from online analysi...
Introduction
WHAT’S
HAPPENING…
7
What’s happening…
The web is turning social
Mobile is important
Digital influences
the customer decision journey
Big data...
Marketing 10 years ago
Marketing today
10
Let’s party
Like it’s
2014
11
Godt citat ind her….
"At fremhæve data som strategisk
aktiv bliver lige så selvfølgeligt som
i dag at sige, at en virks...
I watch
I am
here
I
browse
I buy
I like
I use I search
I travel
People produce data
Every minute:
680,000 content pieces
are shared on Facebook.
100,000 tweets
are sent
48 Hours of video
are uploaded to You...
1 + 1 = 11
From Mad Men to Math Men
Organisations
vs. online analysis
16
Siloed work hurt companies – and users
17
Resources
Money/internal competencies & knowledge
Classic barriers for companies
Risk
That path is too uncertain
Tools
...
18
Mathematician
Technician
Communicator
Actionman
To set up/work with data and models
To understand and use tools
to gath...
Being reactive is the
new proactive
20
Digital
marketing
Timely content yields increased engagement
Engagement
Timeliness
Planned
marketing
TV
Billboard
Print...
21
Maersk
22
#TripleE
23
#TripleE
24
#TripleE
25
Volvo
26
VOLVOVolvo
27
VOLVOVolvo
28
Volvo
Define your
eco-system
What about your website?
31
The digital heart
of a business is
your website
32
The corporate
website isn’t dead,
but it must share
the spotlight
Corporate websites
1992 – 2014?
Search is still important
33	
  
News
Brands
Social Contact
Inspiration
Products
I search for…
Is the
ASOS
delivery
reliable?
ASOS
ASOS
jeans
This
seasons
...
Search evolved with people
Image
search
Product
search
Video
search
Standard
search
Local
search
Book
search
Blog
search
N...
What about social media?
Social media is the current…
Also for analysis purposes
What is the role of devices?
3000+
Different devices
150+
Screen sizes
Screen sizes and devices
on a typical website
The year of mobile was 2007
42
Start on a one device
and continue on another
67%
Enable consumers to
find platforms on
multiple devices
throughout the ...
43
Start on a
PC/Laptop25%
Start on a
smartphone
4% Continue
on tablet61%
Continue
on PC/
Laptop
5% Continue
on tablet
Sta...
THE PURPOSE
45
DATA INSIGHTS CONTEXT CONTENT
Brand
Relevance bridge
I
LOVE
HATE
THINK
BELIEVE
FEEL
WISH
Brand
values
&
guidelines
Using insights from
online analysis
THINK
FIRST
Are these the same people?
•  British
•  Male
•  Over 60
•  Divorced
•  Remarried
•  High Income
•  Children have left home
It starts with asking the
right questions…
What do people search for?
What are people talking about?	
  
How are competitors performing?	
  
How is the content perfo...
What
people
SEARCH
for
What
people
TALK
about
Combining
Content
opportunity
Content
opportunity
Website traffic
- Compared to Google search trends
Website traffic
50	
  
60	
  
70	
  
80	
  
90	
  
100	
  
110	
  
	
  500,...
Internal search
can provide
powerful insights
Your products?
Your content?
Your UX-performance?
ASOS
58
Women Men
Based
on
insights
Men vs.
women
59
Kuration
(thought leadership)
Seasonal
landingpages
Relevance
60
Campaign activation of content:
Web
site
#todayis
MEASURING
PROCESS
62
1 approach
New
site
Current
site
63
Audit
Performance
Competitors
Barriers
Opportunities
64
Requirements
Migration
Device
Search
UX Etc.
Strategy*
*The strategy will change dependent
on if it is a new or current...
65
Optimisation wheel
Data
Analysis
Insights
Implementation
Measurement
Search behaviour
Social media behaviour
Competitiv...
Online analysis requires
the right tools
Online analysis tools
Followerwonk
Moz
Google analytic
Twitanalyzer
Topsy
Google keyword planer
Talkwalker
Sysomos
Spredfa...
BIG DATA ≠	
 BIG INSIGHTS
69
Big data is a powerful tool for inferring correlations…
… not a magic wand for inferring causality.
Insights requires
personal interpretations
Insights
Data 1 Data 2 Data 3
Relationship between sharing and reading an
article
0:00:00
0:00:09
0:00:17
0:00:26
0:00:35
0:00:43
0:00:52
0:01:00
0:01:0...
Yet again, it starts with
asking the right
questions…
74
What tool(s) to use depends on…
75
Insights
76
Case example
77
Tips and tricks to choose the
best online analysis tool
•  Nice-to-have’s vs. must-have’s measurements
•  Request a demo
•...
79
'Out of clutter, find
SIMPLICITY.
From discord, find
HARMONY.
In the middle of difficulty lies
OPPORTUNITY.'
-  Albert Eins...
What did we learn today
Organisations
must adapt to
utilise digital
analytics
The right
question
gives the
right answer
On...
81
Per.Knudsen@digitaslbi.com
@Peraknudsen
Ida.Mahler@digitaslbi.com
@IdaMahler
Q&A
Online Analysis and Analytics - Using Data to Your Advantage
Online Analysis and Analytics - Using Data to Your Advantage
Online Analysis and Analytics - Using Data to Your Advantage
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Online Analysis and Analytics - Using Data to Your Advantage

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Presentation by DigitasLBi - Per A. Knudsen and Ida Mahler - April 2014 for "Netværket for Datadrevet Markedsføring" in Copenhagen. Theme: Online Analysis, including Analytics.
Please notice: some cases from the original version are not included.

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Online Analysis and Analytics - Using Data to Your Advantage

  1. 1. Online Analysis - Using data to your advantage
  2. 2. 3 Per A. Knudsen Digital Media Strategist #Digitalmedia #Search #Digitalstrategy #Design #Roadcycling Who we are Ida Mahler Strategic Marketing Analyst #Analytics #SocialMedia #Insights #Onlinebehaviour #Railroadtraveling
  3. 3. Agenda •  Introduction •  Organisations vs. online analysis •  Define your eco-system •  Using insights from online analysis •  Online analysis requires the right tools
  4. 4. Introduction
  5. 5. WHAT’S HAPPENING…
  6. 6. 7 What’s happening… The web is turning social Mobile is important Digital influences the customer decision journey Big data is out there Digital strategy is important
  7. 7. Marketing 10 years ago
  8. 8. Marketing today
  9. 9. 10 Let’s party Like it’s 2014
  10. 10. 11 Godt citat ind her…. "At fremhæve data som strategisk aktiv bliver lige så selvfølgeligt som i dag at sige, at en virksomhed anvender strøm eller internettet." - Mikkel Holm Sørensen & Simon Bentholm
  11. 11. I watch I am here I browse I buy I like I use I search I travel People produce data
  12. 12. Every minute: 680,000 content pieces are shared on Facebook. 100,000 tweets are sent 48 Hours of video are uploaded to YouTube
  13. 13. 1 + 1 = 11 From Mad Men to Math Men
  14. 14. Organisations vs. online analysis
  15. 15. 16 Siloed work hurt companies – and users
  16. 16. 17 Resources Money/internal competencies & knowledge Classic barriers for companies Risk That path is too uncertain Tools Lack of information/access to relevant tools Politics Other parts of the organisation stop the progress Technical issues Platform limitations
  17. 17. 18 Mathematician Technician Communicator Actionman To set up/work with data and models To understand and use tools to gather relevant data To communicate results and draw conclusions that make sense To understand what it takes to use it actively in the organisation Tough to find in one person… Lack of resources
  18. 18. Being reactive is the new proactive
  19. 19. 20 Digital marketing Timely content yields increased engagement Engagement Timeliness Planned marketing TV Billboard Print ad   Real-time marketing
  20. 20. 21 Maersk
  21. 21. 22 #TripleE
  22. 22. 23 #TripleE
  23. 23. 24 #TripleE
  24. 24. 25 Volvo
  25. 25. 26 VOLVOVolvo
  26. 26. 27 VOLVOVolvo
  27. 27. 28 Volvo
  28. 28. Define your eco-system
  29. 29. What about your website?
  30. 30. 31 The digital heart of a business is your website
  31. 31. 32 The corporate website isn’t dead, but it must share the spotlight Corporate websites 1992 – 2014?
  32. 32. Search is still important 33  
  33. 33. News Brands Social Contact Inspiration Products I search for… Is the ASOS delivery reliable? ASOS ASOS jeans This seasons spring dresses? Where is ASOS located? What is the latest ASOS collection?
  34. 34. Search evolved with people Image search Product search Video search Standard search Local search Book search Blog search News search App search Patent search
  35. 35. What about social media?
  36. 36. Social media is the current…
  37. 37. Also for analysis purposes
  38. 38. What is the role of devices?
  39. 39. 3000+ Different devices 150+ Screen sizes Screen sizes and devices on a typical website The year of mobile was 2007
  40. 40. 42 Start on a one device and continue on another 67% Enable consumers to find platforms on multiple devices throughout the path to purchase.
  41. 41. 43 Start on a PC/Laptop25% Start on a smartphone 4% Continue on tablet61% Continue on PC/ Laptop 5% Continue on tablet Start on a tablet Continue on PC/Laptop 19% Continue on smartphone 65% 11% 10%
  42. 42. THE PURPOSE
  43. 43. 45
  44. 44. DATA INSIGHTS CONTEXT CONTENT Brand Relevance bridge I LOVE HATE THINK BELIEVE FEEL WISH Brand values & guidelines
  45. 45. Using insights from online analysis
  46. 46. THINK FIRST
  47. 47. Are these the same people? •  British •  Male •  Over 60 •  Divorced •  Remarried •  High Income •  Children have left home
  48. 48. It starts with asking the right questions…
  49. 49. What do people search for? What are people talking about?   How are competitors performing?   How is the content performing? How is the website performing? What are the trends YOY?  
  50. 50. What people SEARCH for What people TALK about Combining Content opportunity Content opportunity
  51. 51. Website traffic - Compared to Google search trends Website traffic 50   60   70   80   90   100   110    500,000      700,000      900,000      1,100,000      1,300,000      1,500,000      1,700,000      1,900,000      2,100,000      2,300,000      2,500,000     1   3   5   7   9   11   13   15   17   19   21   23   25   27   29   31   33   35   37   39   41   43   45   47   49   51   Google trend
  52. 52. Internal search can provide powerful insights Your products? Your content? Your UX-performance?
  53. 53. ASOS
  54. 54. 58 Women Men Based on insights Men vs. women
  55. 55. 59 Kuration (thought leadership) Seasonal landingpages Relevance
  56. 56. 60 Campaign activation of content: Web site #todayis
  57. 57. MEASURING PROCESS
  58. 58. 62 1 approach New site Current site
  59. 59. 63 Audit Performance Competitors Barriers Opportunities
  60. 60. 64 Requirements Migration Device Search UX Etc. Strategy* *The strategy will change dependent on if it is a new or current site
  61. 61. 65 Optimisation wheel Data Analysis Insights Implementation Measurement Search behaviour Social media behaviour Competitive behaviour On-site behaviour Contextual behaviour Platform   Search data Social media/blog data Competitor data On-site data Contextual data Site structure Wireframe Communication strategy Page design etc. Strategic purpose Prototype & coding Content Multi-channel implementation Analytics/rapporting Continual testing Adjusting for success Measuring KPI’s
  62. 62. Online analysis requires the right tools
  63. 63. Online analysis tools Followerwonk Moz Google analytic Twitanalyzer Topsy Google keyword planer Talkwalker Sysomos Spredfast Social mentions Crimson Hexagon Unmetrics Facebook insights Page analyzer Google social Statigram LinkedIn analytics YouTube analytics LinkedIn advertising Google adwords Gnasher Übersuggest SiteCatalyst Omniture Simplymeasured Sharecount True social metrics Klipfolio Digiminds Radian6 Google trends Google barometre
  64. 64. BIG DATA ≠ BIG INSIGHTS
  65. 65. 69 Big data is a powerful tool for inferring correlations… … not a magic wand for inferring causality.
  66. 66. Insights requires personal interpretations
  67. 67. Insights Data 1 Data 2 Data 3
  68. 68. Relationship between sharing and reading an article 0:00:00 0:00:09 0:00:17 0:00:26 0:00:35 0:00:43 0:00:52 0:01:00 0:01:09 0 50 100 150 200 250 300 350 10 20 30 40 50 60 70 80 90 100 110 120 130 140 150 160 170 180 190 200 210 Av. No. of shares Av. Time spent on page
  69. 69. Yet again, it starts with asking the right questions…
  70. 70. 74 What tool(s) to use depends on…
  71. 71. 75 Insights
  72. 72. 76 Case example
  73. 73. 77
  74. 74. Tips and tricks to choose the best online analysis tool •  Nice-to-have’s vs. must-have’s measurements •  Request a demo •  Consider whether you can afford a managed service-, self- service- or a hybrid model. •  Prioritize tools that can automate the reporting process.
  75. 75. 79 'Out of clutter, find SIMPLICITY. From discord, find HARMONY. In the middle of difficulty lies OPPORTUNITY.' -  Albert Einstein
  76. 76. What did we learn today Organisations must adapt to utilise digital analytics The right question gives the right answer Online analysis should be scaled to your business The purpose with all analysis is insights
  77. 77. 81 Per.Knudsen@digitaslbi.com @Peraknudsen Ida.Mahler@digitaslbi.com @IdaMahler Q&A
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