The presentation starts out with discussing the application of analytics to the business objectives of acquisition, retention & nurturing and then goes deeper into the maturity model of analytics highlighting the shift from data to actionable intelligence leading to the digital toolbox which further dives into the technologies that sets us apart and gives us the competitive advantage by influencing the digital levers based on intelligence.

1. Digital Age: The Future is Here
Competitive Advantage through Intelligence & Integration
Kashif Khurshid
March 2016
Digital Age: The Future is Here
Kashif Khurshid
Sr. Strategist- Digital Analytics
Image Credit:
www.nbcnews.com

2. Who Am I…
Kashif Khurshid
• 10+ Years in Digital Analytics
• Lead Web Analytics Wednesdays in Houston (3 years)
• Expert in Executive Reporting, Marketing & Design
Optimization

3. We will Journey through the following:
Map Business Objectives with
Analytics needs
Analytics Maturity Model
The Digital Toolbox
Analytics Levers
Formula for Success
Image Credit:
xebialabs.com

4. The Business Objectives
Nurturing
• Heavy use of
analytics insights
• Full System
Integrations
• Higher focus on
the journey
rather than the
activity
Retention
• Slightly complex
KPI’s
• Some System
Integration
• Metrics:
Customer
Engagement,
Recency &
Frequency
Acquisition
• Few KPI’s
• Low System
Integration
• Metrics: Sales,
Traffic, CTR, CR,
& ROI
Easy Challenging
Most Focus Most Ignored
Strategic Advantage = Analytics Maturity

5. Analytics Maturity Model
Content/Navigation
Functionality
PathOptimization
EffectiveMarketing
Segmentation
PredictiveAnalytics
Personalization
Data Silos Real-Time
Integration
Some Integration
Moving towards on Omni-Channel Experience

6. Omni-Channel Optimization Requires Selecting the Right Tools

7. The Digital Tool Box
Analytics Call Tracking Session
Replays
Tag
Management
System
Surveys Ratings &
Reviews
Search Engine
Optimization
Social Listening
Tools
Data Insight Data
Visualization
Predictive
Modeling
Customer
Relationship
Management
A/B Testing Email & In-App
Messaging
Paid Search &
Media
Management
Content
Management
System
Categories: (Choose your Weapons)
Mobile, Web , App Marchex, Mongoose Tealeaf, ClickTale Ensighten, Tealium
Foresee, UserZoom BazaarVoice, Re-Vu
BlueKai, Quantcast,
Demandbase
Radian6, Hoot suiteConductor, SEOClarity
Tableau, Domo,
Qlikview
Revolution Analytics,
SAS, TIBCO
SalesForce,
Infusionsoft
Teamsite, DrupalKenshoo, MarinExactTarget, LocalyticsMonetate, Optimizely
ActionableIntelligence
Choose Your Weapons

8. •Headlines / Paragraphs
•Ratings / Reviews
•Video’s
•Calculators/ Estimation Tools
•Forms / Chat
•News Letters/ value adders/
Trials
Content &
Functionality
•UX/ ease of use / delivery
•Layout / navigation /
interactivity
•Mobile friendly
Design
•A/B Testing
•Segment Targeting
•Providing a unified experience
Personalization
•SEM
•SEO
•Display
•Email/ In App Messaging
•Social
Marketing
•Promo codes
•Product up/cross sale
•Value proposition
•guarantee
Price & Product
•Add/move services online
•High to low cost channel
•Desktop to Mobile / Gaming
•Custom Apps
•Web beacon- geo fencing
•Wearables (watches, glasses,
& etc.)
Shifts & Trends
Experience
Sales Innovation

9. Digital Age Formula for Success:
Analytics Integration
Competitive
Advantage
Image Credit:
www.telegraph.co.uk

10. THANK YOU.
Kashif Khurshid
https://www.linkedin.com/in/kashifkhurshid
Kashif.khurshid@gmail.com
Blog: www.CaptainAnalytics.com