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CREATING STRATEGIC VALUE THROUGH DIGITAL ANALYTICS
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CREATING STRATEGIC VALUE THROUGH DIGITAL ANALYTICS

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The main goal of this study is to understand how companies use the concept of Digital Analytics and how to leverage their results from Digital Analytics implementation.

The main goal of this study is to understand how companies use the concept of Digital Analytics and how to leverage their results from Digital Analytics implementation.

Published in Business , Technology
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  • 1. CREATING STRATEGIC VALUE THROUGH DIGITAL ANALYTICS Claudio L. C. de Oliveira Fernando J. B. LaurindoClaudio L. C. Oliveira & Fernando Escola Politécnica da Universidade de São Paulo │ Departamento de Engenharia de Produção 1 J. B. Laurindo 1
  • 2. Agenda• Purpose• Research Framework• Methodology• Findings and conclusions 2
  • 3. Digital Analytics concept“Digital Analytics is the measurement, collection, analysis and reporting of digital data for the purposes of understanding and optimizing business performance”. (CUTRONI, 2012) 3
  • 4. Goals• The main goal of this study is to understand how companies use the concept of Digital Analytics and how to leverage their results from Digital Analytics implementation• Specific goals: 1. Developing a framework of Digital Analytics ; 2. Verifying the application of this framework by the companies empirically; 3. Evaluating the Digital Analytics strategy alignment and its contribution to business results ; 4. Identifying the critical success factors for a Digital Analytics implementation. 4
  • 5. Digital Analytics framework 5
  • 6. MethodologyThe research was planned in 5 phases in order to manage the multiple case studies:1. definition of a conceptual and theoretical framework as described in the previous chapter;2. case planning including an exploratory survey with 76 business executives;3. conduction of the pilot test;4. collection of data of 7 case studies;5. report generation. Claudio L. C. Oliveira Fernando J. B. Laurindo 6
  • 7. Findings of the exploratory survey123 1. The majority of the companies (68%) uses the Internet to collect information about competitors 2. 53% of the companies collect data about prospects such as audience researches and consumers profiles on social network 3. 48% analyze the user behaviour on the corporate websites Claudio L. C. Oliveira gray scale is proportional to responses frequency Fernando J. B. Laurindo 7
  • 8. Case characteristicsClaudio L. C. OliveiraFernando J. B. Laurindo 8
  • 9. Analyze of the multiple case studies Uniform construct / variable applicationDifferentlevels ofuse percompany Claudio L. C. Oliveira gray scale is proportional to Likert scale where 1 = low Fernando J. B. Laurindo adherence and 5 =high adherence 9
  • 10. Analyze of the multiple case studiesCase Context of Digital Analytics ApplicationE-Commerce Continuous improvement of the usability, campaigns returns and consumers fidelity 4Phonographic Social media to promote the shows and to learn about the public preferences. Leveraging the crowdfunding. 4Software Search engine marketing analyzes to increase sales, optimize return on investments of online campaigns and discover unexplored markets 3Foods The company utilized the analyzes to generate insights to build a close relationship with its consumer 3Cars E-metrics to optimize campaigns and their website usability. The analyses are not sistematic. Focus is fragmented in each campaign 2Publishing Analyzes of the website usage and social media posts to support the corporate strategy, but not the online presence 2Clothes The company is not monitoring of the social media and audience of the site to support business strategy or online presence 1 Claudio L. C. Oliveira Fernando J. B. Laurindo 10
  • 11. Conclusions• For the companies which strategies are strongly based on the Internet as the e-commerce store and the music band, Digital Analytics is crucial.• The software company strategy also depends highly on internet efforts. But it uses e-metrics with caution in order to not disrupt the offline business. Nevertheless, they get an expressive increase on sales and some insights to new offerings• The foods, clothes and publishing companies used less the Digital Analytics practices than the others companies analyzed; it reduced the potential of e- metrics influence on the business results. Claudio L. C. Oliveira Fernando J. B. Laurindo 11
  • 12. OBRIGADA! Claudio L. C. Oliveira– cloliveira@usp.br Fernando J. B. Laurindo – fjblau@usp.brClaudio L. C. Oliveira & Escola Politécnica da Universidade de São Paulo │ Departamento de Engenharia de Produção 12Fernando J. B. Laurindo 12