Analytics. It's not about the numbers - Andrew Scott

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Andrew Scott, Head of Digital Marketing at M&G Investments, talks at "Getting Ahead in Web Analytics 2" about how to use data to talk to the board of directors.

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Analytics. It's not about the numbers - Andrew Scott

  1. 1. Analytics. it’s not about the numbers* Brought to you by Andrew Scott November 2013 * it is a little bit
  2. 2. Andrew Scott • https://www.vizify.com/andrewjhscott/ • http://uk.linkedin.com/in/andrewjhscott/ • @techtranslated • @digitalmktfs
  3. 3. If it’s not about the numbers… What is it all about? Sharing agreed, actionable insight with decision makers Focusing on the right activities But first we need to understand the journey
  4. 4. 1.Objectives and KPIs KPIs How Objective KPIs KPIs How KPIs
  5. 5. The journey A D E + Z B F C X
  6. 6. The journey take II
  7. 7. 2.Collaborate 1. Agreed objectives 2. Transparent data Digital Marketing 3. Dialogue 4. Insight! Advertising =
  8. 8. 3.Insight & action 9 Insight 8.2 8 7 Lorem ipsum dolor sit amet, consectetuer adipiscing 6.5 elit, sed diam nonummy nibh 6 euismod tincidunt ut laoreet 5 dolore magna aliquam erat 4 volutpat. Ut wisi enim ad minim 3 veniam. 2 Actions 1.4 1.2 1.2 1.2 1 • Lorem ipsum dolor sit amet 0 • Lorem ipsum dolor sit amet
  9. 9. 4.Present - Visual data 75% 70% 50% 40% 10 0 20% 12 22 87 % 66 % 32 % 66
  10. 10. Visual data 80% 60% 30% ipsum dolor sit amet consectetuer ipsum dolor sit amet consectetuer ipsum dolor sit amet consectetuer LOREM IPSUM LOREM IPSUM LOREM IPSUM LOREM IPSUM LOREM IPSUM 25 % 50 % 73 % 95 % LOREM IPSUM LOREM IPSUM LOREM IPSUM LOREM IPSUM LOREM IPSUM
  11. 11. Critical skills Insight Numbers •Right numbers Action •Right insight •Right actions RESULTS
  12. 12. THANK YOU. You were listening to Andrew Scott November 2013

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