Anita Garimella Andrews, GM Analytics & Optimization, Delphic Digital
¡ A bit about me ¡ The “Big Data” myth ¡ What it takes to leverage data in your biz ¡ An approach to using analytics in your biz ¡ QUESTIONS
¡ General Manager, Analytics & Optimization § Founded Sepiida, an A&O consultancy in 2009 with clients including Zynga and Haymarket Media – sold to Delphic in 2012 § Previously, VP E-‐commerce at Nutrisystem § Dir of Program Management at Ingenio, sold to AT&T YellowPages.com ¡ MS Computer Science – Stanford University ¡ BA Politics – New York University ¡ Love numbers. Hate endless (and needless) discussions. Constantly iterating.
Multibillion dollar companies who didn’t look at their Google Analytics until this year Angel-‐funded start-‐ups who are tracking everything with innovative reporting software
¡ Size of company has little correlation to size of dataset? ¡ Size of company has little correlation to facility with data and analytics? ¡ Size of company has little correlation to current status of analytics activities? ¡ Size of company has little correlation to where future eﬀorts should be focused?
¡ Large company bureaucracy § How many stiﬂed data geeks do you have? § How much lost revenue? § Lots of boxes checked. But how many smarter, more eﬃcient decisions? ¡ Data mania § Don’t lose sight of the forest for the trees § How does all the data actually connect to the steps needed for growth? § More data doesn’t mean more revenue
¡ Using data to create à Creative Marketing § Big new opportunities ▪ Loyalty program creation, Geo-‐targeting, etc. § What data to look at is often unknown ¡ Using data to optimize à A&O § Often, the metric that is suﬀering is known § The data subset is typically easier to identify
¡ Goals ¡ Team capabilities ¡ Sources of data ¡ Tools for reporting ¡ Opportunities
¡ What speciﬁc metrics or KPIs do you want to improve? ¡ What are the formulas for these? § Need consistent deﬁnitions! ¡ What will move your Analytics practice forward? § Think of A&O as sales and evangelization § If you do it right, you’re the source of improvement for other parts of the business
Bet you have LOTS of data § Web traﬃc data § Transactional databases § Internal toolsets (often diﬀerent DBs) § Third party (email, CRM, etc.) Key questions 1. How accurate are each of these? 2. How much of what you need are you actually tracking? 3. Which of these has the answers to your goals?
¡ Fight the impulse to “track everything” § Technically painful § Painful for business people § You don’t need it to drive your business forward § There is no glory in having lots of data. Size does NOT matter here…
¡ Collecting Data & Reporting § GA vs. the rest (KISSMetrics, MixPanel, Omniture) § GoodData, Domo, RJ Metrics, WebTrends § Excel! ¡ There are no good analysis or analytics tools. Yea, I said it. Stop looking for them. It’s about people and practices.
¡ What should you do NOW? People Low KPIs Tools Good Data IDENTIFY THIS
¡ It may not target the largest pool ¡ It may not even be web-‐based ¡ It may not be obvious ¡ It may FAIL ¡ Goal is to experiment with process, prove value and get data-‐driven results quickly ¡ Data driven culture will come from doing data driven things
¡ Have perspective about the process ¡ It’s all iterative. It’s not sexy, but it drives the numbers UP. § And that gets teams excited, grows your capabilities, increases conﬁdence, and so on. ¡ Two approaches: § Funnel optimization § Russian Doll optimization
Decent Users“Grade D”Good Users“Grade C”Great Users“Grade B”Best Users“Grade A”1. Determine diﬀerentiating characteristics of “A” 2. Use that to move more “B’s” into “A” 3. Repeat 4. Lessen the Delta = Widen the Base
The right data, from the right places – accurately & actionably reported Harness Synthesize Optimize D A T A Intelligent Interpretation & Insights Iterative, measured execution of prioritized data-‐driven tactics Faster, Better, Decision-‐Making to Improve KPIs