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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.

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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  • 1. Analytics. it’s not about the numbers* Brought to you by Andrew Scott November 2013 * it is a little bit
  • 2. Andrew Scott • https://www.vizify.com/andrewjhscott/ • http://uk.linkedin.com/in/andrewjhscott/ • @techtranslated • @digitalmktfs
  • 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. 1.Objectives and KPIs KPIs How Objective KPIs KPIs How KPIs
  • 5. The journey A D E + Z B F C X
  • 6. The journey take II
  • 7. 2.Collaborate 1. Agreed objectives 2. Transparent data Digital Marketing 3. Dialogue 4. Insight! Advertising =
  • 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. 4.Present - Visual data 75% 70% 50% 40% 10 0 20% 12 22 87 % 66 % 32 % 66
  • 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. Critical skills Insight Numbers •Right numbers Action •Right insight •Right actions RESULTS
  • 12. THANK YOU. You were listening to Andrew Scott November 2013