Directors Forum: Who needs a measurement framework anyway?


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  • Back to Big Data – what’s the principal of making it work
  • Directors Forum: Who needs a measurement framework anyway?

    1. 1. Who needs a measurementstrategy anyway?John D’ArcyPractice Director, Analytics & Insight
    2. 2. We work with…
    3. 3. © Foviance 2011 3
    4. 4. Exabytes300250200150100 50 0 1986 1993 2000 2007
    5. 5. Every day we generate2.5 quintillion bytes of data © Foviance 2011 5
    6. 6. 30 billion pieces of 40% projected growth £400 to buy a diskcontent shared on in global data drive that can Facebook every generated per year store all of the month vs. world’s music 5% growth in global IT spending 140,000– 5 billion mobile 190,000 phones 60% potential increase more data- in use in 2010 in retailers’ operating savvy margins possible with managers big data needed to take advantage 90% of the worlds data has 15 out of 17been collected in the last 2 years sectors in the United States have more data stored per company © Foviance 2011 than the US Library of Congress6
    7. 7. © Foviance 2011 7
    8. 8. 7 ways to Measure & Understand behaviour Test A versus Test B © Foviance 2011 8
    9. 9. Qualitative The Customer Experience data eco-system Buzz Monitoring Qualitative Research Techniques Voice of Customer Programmes 3rd party research Quantitative Customer Experience Measurement Web Analytics Tracking Diagnostic © Foviance 2011 9
    10. 10. © Foviance 2011 10
    11. 11. Awareness Consideration Usage Performance • Do people • Would they • What are the • When they know about consider rates at get online the online going online which they what is their offering? to purchase? are going experience? online? • How does this link with other channels? © Foviance 2011 11
    12. 12. A framework will lead to a roadmap to make help you measure:Business Objective Business Requirement Priority Outcome Measure Segmentation Hour of day, day of week, 1. Unique Visitors, Visits, month of year Page views to site Understand overall activity to site and key content Increase the audience visiting Content Group 1 High areas. What are peak times of activity for each area? the web site 2. Unique Visitors, Visits, Page views to home page Homepage version 1. Visits Content groups per visit The right metrics New versus Returning visitor Understand the content consumption profiles of Increase understanding of 1. Visit duration, depth 2 visitors to the site. Which channels and services are Medium content consumption of Content Group consumed by different groups of visitors? visitors to the site New versus Returning visitor 2. Visit frequency, recency Content Group Provide information to 1. Visits to email Content Group Tell you how to deliver on demonstrate and support the To grow audience to To understand how services such as email drive 3 Medium value which the email service the site and increase audience to channels. What value does this add? provides to visitor1 visitor engagement 2. Visit frequency, recency Email versus non-email visits those metrics engagement in order to increase loyalty and value 1. Video loads Page What is the impact of video content on audience Optimise video content on site 2. Video Starts 4 engagement and content consumption? What type of Low based on visitor consumption Player type video content drives value? 3. Video progress 4. video completes Video Name 5. Ad starts/completes Increase understanding of Who are the visitors to the site and how do they 5 Medium content consumption of interact with different channels and services? visitors to the site How can the homepage and channel content be Content optimised in real-time 6 optimised to capitalise on interest from breaking news Low using performance data from Page views stories? analytics 7 To understand what content is most popular and what content should be promoted in order to optimise pages A prioritisation roadmap to get Medium Content optimised to increase customer satisfaction 8 How can voice of customer programme data be integrated with website behaviour to understand Low data sources talking Integrated reports in WebTrends to show impact of 1. Mean satisfaction score by customer satisfaction on visit impact on engagement and loyalty? visitor behaviour © Foviance 2011 12
    13. 13. 5 Lessons I’ve learnt © Foviance 2011 13
    14. 14. 1 Don’t underestimate the cost of implementation © Foviance 2011 14
    15. 15. 2 Dashboards: recommendations not numbers © Foviance 2011 15
    16. 16. 3 Data is naturally dirty and needs to be cleansed © Foviance 2011 16
    17. 17. 4 Employ marketing analysts not software engineers © Foviance 2011 17
    18. 18. 5 Big data is useless without the art of storytelling © Foviance 2011 18
    19. 19. A final thought: “ TheSEXY JOB JOB SEXYin the next 10 years will be statisticians Hal Varian Google Chief Economist ” © Foviance 2011 19
    20. 20. John D’ © Foviance 2011 20