Your SlideShare is downloading. ×

Embracing a Data-Driven Culture

219

Published on

Instructed by Feras Alhlou.

Instructed by Feras Alhlou.

Published in: Marketing
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
219
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
3
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Reports from different system shows different results
  • Daily, weekly, monthly
  • Transcript

    • 1. Embracing a Data-Driven Culture Feras Alhlou, @ferasa Principal Consultant & Co-founder E-Nor, Inc.
    • 2. Agenda • More Data Than Ever • Bridging the “Data to $$$” Gap • The Seven Roadblocks
    • 3. • Husband • Father (3 Children) • Principal Consultant/Co-founder: Santa Clara/LA/NY/Tampa/Brussels • Volunteering, Reading, Skiing & Martial Arts
    • 4. Source: SAS Big Data Meets Big Analytics Whitepaper
    • 5. Data-Driven Decision Culture “To help companies move from just having lots and lots of data to creating cultures where decisions are made not on gut-feel, or the proverbial seat of the pants, but rather based on data.” Avinash
    • 6. Bridging the “Data to $$$” Gap $$$ Action Insights Reports Data
    • 7. Digital Optimization – What Does It Take? People Process Technology
    • 8. Digital Optimization Pillars Source: WebTrends Digital Marketing Maturity Model (DM3)
    • 9. Data-Driven Culture Roadblocks… …that keep a company from creating a fluid corporate culture that embraces experimentation and optimizes sales strategy, internal communication, marketing and more!
    • 10. Roadblock #1: Lack of Requirements and Objectives “Without a clearly defined set of business objectives, it will be nearly impossible to create and manage an analytical business culture” DAA Certification Guide
    • 11. Path to Success – Tip #1: Define Requirements and Prioritize Objectives
    • 12. Roadblock #2: No (or Minimal) Resources & Expertise • 0.5 analytics staff-person,100’s of internal customers • 1.5 analytics staff-person, 1.7 Billion company • Lip service from the execs • Not ready to invest
    • 13. Path to Success – Tip #2: Commit Resources & Expertise • Digital Analysts: Hire & Nurture – Business Savvy & Inquisitive – Comfortable with Data – Customer Service – Trainer and Presenter – Build Alliances – Solution Architect/Technical • Time to review recommendations and act on findings
    • 14. It Takes Time, But It Pays Off!
    • 15. Roadblock #3: Working in Silos • Marketing • IT • Product Mgt • Creative/UX • Support • Business • Sales
    • 16. Path to Success – Tip #3: Cross-Functional Support is a Must • Incorporate web analytics elements into business processes • Socialize the value • Win-Win-Win
    • 17. Help Me Help You!! Data Speaks Louder Than Opinions Then Monetize!!
    • 18. Roadblock #4 - Standard Training • One size fits none
    • 19. Path to Success – Tip #4: Level & Role-based Knowledge Transfer • DAA: Web analysts must PICK the plan: – Pinpoint the goal – Identify the audience – Choose appropriate metrics – Kick off the final product • Periodic role-based training • Standards and Common Nomenclature
    • 20. Roadblock #5: Lack of Communication • Canned reports are emailed • Not speaking the executive talk • Success is not celebrated
    • 21. Path to Success – Tip #5: Effective Communication • Up and Down • A lot • Storytelling • Internal Case Studies – Low Hanging Fruit
    • 22. Roadblock #6: Reporting & Data Pukes • No Context • One size fits all • “Set & Forget”
    • 23. Path to Success – Tip #6: Reporting Roadmap • Outcomes • One size fits none! – Content – Format – Frequency • Disseminate based on role, level, preference of stakeholders
    • 24. Web Data Challenge Unqualified Leads: 86%!!
    • 25. Reporting Roadmap Reporting Framework Web Analytics Search Social Mobile Offline CRM Qualitative Cost Data
    • 26. Roadblock & Path to Success #7: Accountability • Accountability ---> Fear – Deal with it before sending reports
    • 27. Data-Driven Decision Culture Data- Driven Culture Objectives Resources Cross-Functional Knowledge Transfer Communication Reporting Framework Accountability
    • 28. Move The Needle
    • 29. Move The Needle What is the first thing to do after watching your class? Ask you Manager/VP/CEO: what is the most important metric to the business? Report on it, trend it, be obsessed with it Move The Needle
    • 30. 1. Document your data/measurement plan 2. Know your internal audience and stakeholders 3. Go after small wins first 4. Report on what matters 5. Communicate frequently & always tell a story Key Takeaways
    • 31. www.onlinemarketinginstitute.org @ferasa Thank You

    ×