Becoming Data Driven…
…with Analytics!
Timo Josten
Managing Partner & Co-Founder
Sparkline
@strudelmeister
timo@sparkline....
"Organizations should be sure they are educated about big data
opportunities in their industry to ensure they are not miss...
Digital Information Created
2013
Mobile subscribers
2013 6.8 B
2020 53 zettabytes
Internet users worldwide
2013 2.7 B
2020...
+$20 Billion
through
Mobile in 1013
Candy Crush
has 66m daily
actives
eBook sales
almost
DOUBELD in
2012
PSY heads to
almo...
The Connected Consumer
Multi Touch Consumer
Behavior
Source: http://www.google.com/think/infographics/how-do-people-shop-for-mobile-phones-infogr...
“Connecting products to the Web will be the
21st century electrification.”
The Internet of Things
What to do?
TWO basic ways to impact your online presence:
Improve your Website
Drive more traffic to your Website
Improve...
It used to be Simple…
“Between the dawn of
civilization and 2003, we only
created five exabytes of
information
Now we’re creating that
amount ev...
Big Data Is A Business Strategy
“I’m not interested in data; I’m interested in
translating data into information for decis...
Interest in analytics is growing YoY
Most Companies We Speak to
Today: Are you collecting
data?
✖
✔
Is someone
dedicated to looking
at that data on a
daily bas...
..when companies inject data
and analytics deep into their
operations, they can deliver
productivity and profit gains
that...
Shoes of Prey
Interpreting Intelligence
10% increase in sales
Insights In Action: Amari Hotels
45%
Increase
In Sales
0%
Budget
Increase
Paid
Search
Paid
Display
Attribution Modeling
“Working closely with Sparkline Analytics we harnessed new attribution models
with Google Analytics' ...
Can someone
help me?
Media
Button
Button:
1. Sign Up
2. Learn More
3. Join Us Now
4. Sign Up Now
Media:
1. Get Involved Image
2. Family Image
3. Change Imag...
Experimentation Results
$500m
raised online
No one tests the depth of
a river with both feet.
- African Proverb
Data Driven Decision Maker
my.barackobama.com/page/s/analysts-job-application
Understand Your Customer!
AUDIT: Take Full Data Ownership1
BUILD: Create a Data Strategy –
ANALYZE & TEST!
2
ITERATE – Bec...
Create Simplicity, Empower Teams, Drive Results
Measurement & Evaluation Performance Analysis & Insights
Training & Suppor...
Landing pages
• +me on Google+
• @STRUDELMEISTER
Becoming Data Driven.. with Analytics!
Becoming Data Driven.. with Analytics!
Becoming Data Driven.. with Analytics!
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Becoming Data Driven.. with Analytics!

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Presented by Mr Timo Josten, Co-founder of Sparkline, at ISS Seminar: Analytics for Enhanced Customer Experience on 9 May 2014.

Published in: Data & Analytics, Technology
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Becoming Data Driven.. with Analytics!

  1. 1. Becoming Data Driven… …with Analytics! Timo Josten Managing Partner & Co-Founder Sparkline @strudelmeister timo@sparkline.com
  2. 2. "Organizations should be sure they are educated about big data opportunities in their industry to ensure they are not missing the boat.” -Gartner, June 2013 “…understanding 'what is big data' is the top challenge for 15 percent of organizations”
  3. 3. Digital Information Created 2013 Mobile subscribers 2013 6.8 B 2020 53 zettabytes Internet users worldwide 2013 2.7 B 2020 5 B 2020 10 B >2,700 exabytes
  4. 4. +$20 Billion through Mobile in 1013 Candy Crush has 66m daily actives eBook sales almost DOUBELD in 2012 PSY heads to almost 2 Billion views Consumer Transformation
  5. 5. The Connected Consumer
  6. 6. Multi Touch Consumer Behavior Source: http://www.google.com/think/infographics/how-do-people-shop-for-mobile-phones-infographic.htmlPublished April 2013
  7. 7. “Connecting products to the Web will be the 21st century electrification.” The Internet of Things
  8. 8. What to do? TWO basic ways to impact your online presence: Improve your Website Drive more traffic to your Website Improve your CUSTOMER EXPERIENCE
  9. 9. It used to be Simple…
  10. 10. “Between the dawn of civilization and 2003, we only created five exabytes of information Now we’re creating that amount every two days.” -Hal Varian, Chief Economist, Google
  11. 11. Big Data Is A Business Strategy “I’m not interested in data; I’m interested in translating data into information for decision making. . . So you take data, you turn it into information, you apply it, and you make better decisions because you know more than anybody else. I think that’s real power —and that was our hidden advantage for years.” – Leonard Schaeffer, Retired CEO, Wellpoint
  12. 12. Interest in analytics is growing YoY
  13. 13. Most Companies We Speak to Today: Are you collecting data? ✖ ✔ Is someone dedicated to looking at that data on a daily basis? Are they recommending actions in response? Do they have a voice within your organisation? ✖ ✖
  14. 14. ..when companies inject data and analytics deep into their operations, they can deliver productivity and profit gains that are 5 to 6 percent higher than those of the competition. -McKinsey Quarterly March 2013 Profitability & Growth Is Possible
  15. 15. Shoes of Prey
  16. 16. Interpreting Intelligence
  17. 17. 10% increase in sales
  18. 18. Insights In Action: Amari Hotels 45% Increase In Sales 0% Budget Increase
  19. 19. Paid Search Paid Display
  20. 20. Attribution Modeling “Working closely with Sparkline Analytics we harnessed new attribution models with Google Analytics' Attribution Modeling Tool, enabling us to truly optimize our marketing mix and resulting in a significant increase in bookings.” - Chetan Patel, Vice President, Strategic Marketing & E-Commerce, Onyx Hospitality Group Online Booking Increase by 45% Display Spend increase 7- 17%
  21. 21. Can someone help me?
  22. 22. Media Button
  23. 23. Button: 1. Sign Up 2. Learn More 3. Join Us Now 4. Sign Up Now Media: 1. Get Involved Image 2. Family Image 3. Change Image 4. Barack’s Video 5. Springfield Video 6. Sam’s Video 24 combinations tested….
  24. 24. Experimentation Results
  25. 25. $500m raised online
  26. 26. No one tests the depth of a river with both feet. - African Proverb Data Driven Decision Maker
  27. 27. my.barackobama.com/page/s/analysts-job-application
  28. 28. Understand Your Customer! AUDIT: Take Full Data Ownership1 BUILD: Create a Data Strategy – ANALYZE & TEST! 2 ITERATE – Become a Data Driven Decision Maker 3
  29. 29. Create Simplicity, Empower Teams, Drive Results Measurement & Evaluation Performance Analysis & Insights Training & Support Testing & Understanding
  30. 30. Landing pages • +me on Google+ • @STRUDELMEISTER
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