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Transform your digital team with data By: Simon Lande
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Transform your digital team with data By: Simon Lande

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  • 1. Transform your digital team with data Simon Lande, CEO, ActiveStandards @activestandards www.activestandards.com
  • 2. KPI Monitoring Website Benchmarking Performance Analytics Executive Reports Alerting |Data-driven WQM
  • 3. Data and decision-making
  • 4. What data convinces? “…those who consumed a single serving prior to exercising had a 46% greater loss in fat and a 27% gain in muscle mass”
  • 5. Convinced?
  • 6.  67 websites, 25K web pages, 80+ web editors 90% of the business keywords in the Google TOP 10 - 30% improvement from 2012 - resulting in increased online sales.
  • 7.  140 websites, 55K web pages, 350+ web editors Vastly enhanced user experience significantly increased audience reach. Improved visitor scores for task completion and overall satisfaction.
  • 8. Thinking, fast and slow
  • 9. System 1, System 2 System 1  Unconscious  Intuitive  Effort-free  Hums along continuously in the background System 2  Conscious  Uses deductive reasoning  Is hard work!
  • 10. A simple puzzle A bat and ball cost $1.10 The bat costs $1.00 more than the ball How much does the ball cost?
  • 11. Your digital ratio
  • 12. Intuition + intellect Instead of jumping to conclusions, ask the following questions and gather data to answer them: What really is the problem? What is the root cause of the problem? What really is the problem? What is the root cause of the problem? What do you want to happen? What is the goal? What do you want to happen? What is the goal? What data will help answer these questions correctly? What data will help answer these questions correctly?
  • 13. Intuition and fact-based decision-making are complementary Data helps teams build consensus by using facts instead of politics and personal preferences to reach conclusions. Strategic decision- making still requires risk-taking, and success may hinge on market timing, execution and luck. Data just makes executives better gamblers
  • 14. Digital Team Challenges But it’s best practice!! But it’s best practice!!
  • 15. What does work?  Objective data  Business value – how will it support the company’s goals  No digital jargon!
  • 16. Justifying content-based spends E.g. Content Strategist Key Questions  What goals will the new technology support?  What problems will it solve?  What work will the content strategist do that can’t be done now?  And what the hell is a content strategist anyway…!? Key Questions  What goals will the new technology support?  What problems will it solve?  What work will the content strategist do that can’t be done now?  And what the hell is a content strategist anyway…!?
  • 17. CMS Business Case Process & Efficiency You can’t save money by saving labour that you are not applying in the first place
  • 18. Content ROI – Myth or Reality? But, there is no single metric that will categorically give you the ROI of the content you produce. Calculating ROI of PPC is easy Spend €100 on PPC = €250 in sales Increase to €1000 = €3000 in sales
  • 19. Content ROI metrics The value of content depends on how you intend to use it and the goals you're trying to achieve. How often are the assets requested? How often are they revised? What is the value of the business processes that this content enables? What is the cost of the content being wrong? Brand image, misinformation, mitigating risk. What would you pay to recover this content if you thought it was lost? How much would another company (maybe a competitor) pay for this information?
  • 20. Justifying the spend Costs 62% LESS than traditional marketing and generates around 3 times MORE leads Content Marketing web searches have risen by 500% since January 2011 Blogs give websites 434% more indexed pages and 97% more indexed links Conversion rates for brands using Content Marketing is 6 to 7 times higher Content Marketing “The technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”
  • 21. Goals (e.g.)  Grow your audience  Increase your traffic from organic channels  Encourage people to spend time on your site
  • 22. Metrics (e.g.)  How many people are opening your emails, clicking on links etc  Is your content helping to generate opportunities.  Are people on social engaging with your content?  What is the performance of the content you’re adding to your site?  Is content helping you to increase visits from inbound channels?  Are people taking an action on your site that indicates they're the right type of people? Metrics (e.g.)  How many people are opening your emails, clicking on links etc  Is your content helping to generate opportunities.  Are people on social engaging with your content?  What is the performance of the content you’re adding to your site?  Is content helping you to increase visits from inbound channels?  Are people taking an action on your site that indicates they're the right type of people?
  • 23. ~ 6 Principles ~ for using data to make decisions 1. Define goals 2. Identify performance measures 3. Automate measurement 4. Organize the data (appeal to System 1 & System 2!) 5. Analyse the data 6. Make a decision and implement it
  • 24. But even with all that...
  • 25. Q&A Simon Lande CEO, ActiveStandards www.activeStandards.com
  • 26. CASE STUDY: CSC “If you have a large, complex website, you need an automated approach to compliance monitoring. It's not possible to operate it optimally without that. Yes, you can employ 100 people to check every page every day but the most rational approach is to employ an automated service.” Christopher Marin, Senior Manager, CSC.com “If you have a large, complex website, you need an automated approach to compliance monitoring. It's not possible to operate it optimally without that. Yes, you can employ 100 people to check every page every day but the most rational approach is to employ an automated service.” Christopher Marin, Senior Manager, CSC.com 23,000+ pages 300+ editors OBJECTIVE To streamline quality and compliance management

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