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Analytics and insights case study by fan foundry #nxns

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Data Analytics leads to Insights, Recommendations and Action. In this case study. Examine how audience behavior insights drive decisions on growth initiatives.

Data Analytics leads to Insights, Recommendations and Action. In this case study. Examine how audience behavior insights drive decisions on growth initiatives.

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  • 1. 1BBigData VoodooDaddy(or mama)1# BDVDAgenda / Menu# FutureMSo , ya wanna BE AAn Excerpt from www.futurem.org Oct 2012
  • 2. Ed Alexaner@fanfoundryEd Alexander, Chief Digital Consultant, Fan Foundry2# BDVD# BDVDAgenda / Menu# FutureM
  • 3. Vague:How should Iimprove mymarketingspend?Specific:How can Iidentifyunderservedcustomers?Hypothesis:What businessbeliefs will wetest, and how?Specific:Only collectthe data youneedChoices:The rightmethodologiesand techniquesHow do yourfindings answerthe businessquestion?BusinessQuestionAnalysisPlanDataCollectionInsightsRecommendSolutions3# BDVDA Test Methodology: B.A.D.I.R. *# FutureM* credit: www.aryng.com
  • 4. Case Study #1:Vague:How should Iimprove mymarketingspend?Specific:How can Iidentifyunderservedcustomers?BusinessQuestionAnalysisPlanDataCollectionInsightsRecommendSolutions4# BDVD # FutureMHypothesis:What businessbeliefs will wetest, and how?Specific:Only collectthe data youneedChoices:The rightmethodologiesand techniquesHow do yourfindings answerthe businessquestion?
  • 5. Vague:How should Iimprove myticket sales?Specific:How can Iidentifyproductiveticket salesinitiatives?Case Study #1:BusinessQuestionAnalysisPlanDataCollectionInsightsRecommendSolutions5# BDVD # FutureMHypothesis:What businessbeliefs will wetest, and how?Specific:Only collectthe data youneedChoices:The rightmethodologiesand techniquesHow do yourfindings answerthe businessquestion?
  • 6. Vague:How should Iimprove myticket sales?Specific:How can Iidentifyproductiveticket salesinitiatives?Case Study #1:Hypotheses:1. Will an early bird discount sell tickets?2. Will a promo code help sell tickets?3. Will a promo code stimulate referrals who buy?4. Will people still buy at full price?Let’s analyze current dataBusinessQuestionAnalysisPlanDataCollectionInsightsRecommendSolutions6# BDVD # FutureMHypothesis:What businessbeliefs will wetest, and how?Specific:Only collectthe data youneedChoices:The rightmethodologiesand techniquesHow do yourfindings answerthe businessquestion?
  • 7. Vague:How should Iimprove myeventattendance?Specific:How can Iidentifyproductiveticket salesinitiatives?Case Study #1:QTY PCT231 28%149 19%262 32%168 21%810Hypotheses:1. Will an early bird discount sell tickets? . . . . . . . . .2. Will a promo code help sell tickets? . . . . . . . . . . .3. Will a promo code stimulate referrals who buy?4. Will people still buy at full price?. . . . . . . . . . . . . .BusinessQuestionAnalysisPlanDataCollectionInsightsRecommendSolutions7# BDVD # FutureMHypothesis:What businessbeliefs will wetest, and how?Specific:Only collectthe data youneedChoices:The rightmethodologiesand techniquesHow do yourfindings answerthe businessquestion?
  • 8. 8Case Study #1:DataCollectionInsights8# BDVD # FutureMQTY PCT231 28%149 19%262 32%168 21%810
  • 9. Case Study #1:DataCollectionInsights9# BDVD # FutureMQTY PCT231 28%149 19%262 32%168 21%810
  • 10. 10Case Study #1:DataCollectionInsights10# BDVDCommunity# FutureMQTY PCT231 28%149 19%262 32%168 21%810
  • 11. 11BusinessQuestionAnalysisPlanDataCollectionInsightsRecommendSolutionsCase Study #1:How do yourfindings answerthe businessquestion?Vague:How should Iimprove myticket sales?Specific:How can Iidentifyproductiveticket salesinitiatives?QTY PCT231 28%149 19%262 32%168 21%81011# BDVDCommunity# FutureM
  • 12. 1212BusinessQuestionAnalysisPlanDataCollectionInsightsRecommendSolutionsCase Study #1:Next up:MultichannelattributionBehavioralScoringSocial SharingimpactGeo/Pop/Wealth12# BDVD # FutureMQTY PCT231 28%149 19%262 32%168 21%810Hypotheses:1. Will an early bird discount sell tickets? . . . . . . . . .2. Will a promo code help sell tickets? . . . . . . . . . . .3. Will a promo code stimulate referrals who buy?4. Will people still buy at full price?. . . . . . . . . . . . . .Hypotheses:1. Which sources are most productive?2. Which sources are most cost effective?3. Which sources are the best audience match?
  • 13. 131313BusinessQuestionAnalysisPlanDataCollectionInsightsRecommendSolutionsCase Study #1:Next up:MultichannelattributionBehavioralScoringSocial SharingimpactGeo/Pop/Wealth13# BDVD # FutureM
  • 14. 14141414Case Study #1:Next up:MultichannelattributionBehavioralScoringSocial SharingimpactGeo/Pop/Wealth14# BDVD # FutureMBusinessQuestion
  • 15. 15ResourcesAnalysis and Data Visualization Tools15# BDVD # FutureM
  • 16. .comThank you!16+1 (781) 492-7638 USA East@fanfoundry