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

1. Becoming Data Driven…
…with Analytics!
Timo Josten
Managing Partner & Co-Founder
Sparkline
@strudelmeister
timo@sparkline.com

3. "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”

4. 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

5. +$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

6. The Connected Consumer

7. Multi Touch Consumer
Behavior
Source: http://www.google.com/think/infographics/how-do-people-shop-for-mobile-phones-infographic.htmlPublished April 2013

8. “Connecting products to the Web will be the
21st century electrification.”
The Internet of Things

9. What to do?
TWO basic ways to impact your online presence:
Improve your Website
Drive more traffic to your Website
Improve your CUSTOMER EXPERIENCE

10. It used to be Simple…

12. “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

13. 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

15. Interest in analytics is growing YoY

16. 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?
✖
✖

17. ..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

18. Shoes of Prey

19. Interpreting Intelligence

20. 10% increase in sales

21. Insights In Action: Amari Hotels
45%
Increase
In Sales
0%
Budget
Increase

22. Paid
Search
Paid
Display

23. 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%

24. Can someone
help me?

25. Media
Button

26. 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….

27. Experimentation Results

28. $500m
raised online

29. No one tests the depth of
a river with both feet.
- African Proverb
Data Driven Decision Maker

30. my.barackobama.com/page/s/analysts-job-application

31. Understand Your Customer!
AUDIT: Take Full Data Ownership1
BUILD: Create a Data Strategy –
ANALYZE & TEST!
2
ITERATE – Become a Data Driven
Decision Maker
3

32. Create Simplicity, Empower Teams, Drive Results
Measurement & Evaluation Performance Analysis & Insights
Training & Support Testing & Understanding

33. Landing pages
• +me on Google+
• @STRUDELMEISTER