Embracing a Data-Driven Culture

691 views
502 views

Published on

Instructed by Feras Alhlou.

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

No Downloads
Views
Total views
691
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
9
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Reports from different system shows different results
  • Daily, weekly, monthly
  • Embracing a Data-Driven Culture

    1. 1. Embracing a Data-Driven Culture Feras Alhlou, @ferasa Principal Consultant & Co-founder E-Nor, Inc.
    2. 2. Agenda • More Data Than Ever • Bridging the “Data to $$$” Gap • The Seven Roadblocks
    3. 3. • Husband • Father (3 Children) • Principal Consultant/Co-founder: Santa Clara/LA/NY/Tampa/Brussels • Volunteering, Reading, Skiing & Martial Arts
    4. 4. Source: SAS Big Data Meets Big Analytics Whitepaper
    5. 5. Data-Driven Decision Culture “To help companies move from just having lots and lots of data to creating cultures where decisions are made not on gut-feel, or the proverbial seat of the pants, but rather based on data.” Avinash
    6. 6. Bridging the “Data to $$$” Gap $$$ Action Insights Reports Data
    7. 7. Digital Optimization – What Does It Take? People Process Technology
    8. 8. Digital Optimization Pillars Source: WebTrends Digital Marketing Maturity Model (DM3)
    9. 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. 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. 11. Path to Success – Tip #1: Define Requirements and Prioritize Objectives
    12. 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. 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. 14. It Takes Time, But It Pays Off!
    15. 15. Roadblock #3: Working in Silos • Marketing • IT • Product Mgt • Creative/UX • Support • Business • Sales
    16. 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. 17. Help Me Help You!! Data Speaks Louder Than Opinions Then Monetize!!
    18. 18. Roadblock #4 - Standard Training • One size fits none
    19. 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. 20. Roadblock #5: Lack of Communication • Canned reports are emailed • Not speaking the executive talk • Success is not celebrated
    21. 21. Path to Success – Tip #5: Effective Communication • Up and Down • A lot • Storytelling • Internal Case Studies – Low Hanging Fruit
    22. 22. Roadblock #6: Reporting & Data Pukes • No Context • One size fits all • “Set & Forget”
    23. 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. 24. Web Data Challenge Unqualified Leads: 86%!!
    25. 25. Reporting Roadmap Reporting Framework Web Analytics Search Social Mobile Offline CRM Qualitative Cost Data
    26. 26. Roadblock & Path to Success #7: Accountability • Accountability ---> Fear – Deal with it before sending reports
    27. 27. Data-Driven Decision Culture Data- Driven Culture Objectives Resources Cross-Functional Knowledge Transfer Communication Reporting Framework Accountability
    28. 28. Move The Needle
    29. 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. 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. 31. www.onlinemarketinginstitute.org @ferasa Thank You

    ×