1    Visualizing a Multi-Channel World
Bill Bruno                  Allan WilleCEO, Stratigent LLC         President & CEO, Klipfolio Inc@BillBruno               ...
Multi-Channel Analytics3    Visualizing a Multi-Channel World
The world we live in… There is no shortage of data Customers are interacting with you in a variety ofchannels           ...
Rapidly Evolving New technologies every week seemingly Solving niche problems Results in more disparate sources Double...
“Big Data”? Not an ideal representation of the task at hand There is definitely more data, but the purpose remainsthe sa...
Organizational Challenges Politics and Red Tape Old Processes, New Data Digital data is “not accurate” No clear “owner...
8    Visualizing a Multi-Channel World
9    Visualizing a Multi-Channel World
Visualizing a Multi-Channel World10
Governance Ideals     Visualizing a Multi-Channel World11
Automation is Critical to Success Anything that can be automated, should be automated Frees up time for analysis and opt...
Useful metrics trump actionable ones                                                     The most actionableHigh          ...
There are multiple types of metricsTYPE OF METRIC                                EXAMPLE                         USED TO A...
What kind of data is appropriate for dashboards?   Good                               Bad  • Key metrics that are         ...
Top Visualizations and When to Use Them                                          Visualizing a Multi-Channel World        ...
Top Visualizations and When to Use Them                                          Visualizing a Multi-Channel World        ...
Data Visualization     Visualizing a Multi-Channel World18
Why visualize your data? Simplify consumption of complex information Assist in prioritization Engage your audience     ...
What makes an “effective” data visualization? Simplify complex data sets into manageable sound bites Each visualization ...
The right tool for the job     Visualizing a Multi-Channel World21
Ok, so how does this work in practice?Consolidating data in the fragmented landscape…                                     ...
The reality of multi-channel data Start with a clear sense of individual metrics Social > Web > Sales Look for correlat...
Summarize data in a meaningful way Ask yourself: How do all the pieces fit together? The “One visualization to rule them...
Questions?Bill Bruno                         Allan Wille                                   President & CEO, Klipfolio IncC...
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Klipfolio stratigent webinar

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Stratigent and Klipfolio have been partnered for years and are taking this opportunity to educate the industry via a joint webinar focused on helping organizations to maximize the value of their data silos to bring the best in class visualizations to life in an automated way.

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Klipfolio stratigent webinar

  1. 1. 1 Visualizing a Multi-Channel World
  2. 2. Bill Bruno Allan WilleCEO, Stratigent LLC President & CEO, Klipfolio Inc@BillBruno @awille Visualizing a Multi-Channel Worldbill.bruno@stratigent.com awille@klipfolio.com 2
  3. 3. Multi-Channel Analytics3 Visualizing a Multi-Channel World
  4. 4. The world we live in… There is no shortage of data Customers are interacting with you in a variety ofchannels Visualizing a Multi-Channel World 4
  5. 5. Rapidly Evolving New technologies every week seemingly Solving niche problems Results in more disparate sources Double-Edged Sword Visualizing a Multi-Channel World 5
  6. 6. “Big Data”? Not an ideal representation of the task at hand There is definitely more data, but the purpose remainsthe same Actionable, Manageable Data Right data, to the right people, at the right time Visualizing a Multi-Channel World 6
  7. 7. Organizational Challenges Politics and Red Tape Old Processes, New Data Digital data is “not accurate” No clear “owner” as you traverse the organization Privacy Visualizing a Multi-Channel World 7
  8. 8. 8 Visualizing a Multi-Channel World
  9. 9. 9 Visualizing a Multi-Channel World
  10. 10. Visualizing a Multi-Channel World10
  11. 11. Governance Ideals Visualizing a Multi-Channel World11
  12. 12. Automation is Critical to Success Anything that can be automated, should be automated Frees up time for analysis and optimization  These are the tactics that drive ROI Must understand what people care about/need Build representative views for individuals/groups Accuracy/Data Validation Visualizing a Multi-Channel World 12
  13. 13. Useful metrics trump actionable ones The most actionableHigh Most metrics are not always Useful Useful the most insightful. INSIGHTFUL X Some metrics inform Useful your tactics, while Visualizing a Multi-Channel World others inform yourLow ACTIONABLE strategies. Long-term Short-term 13
  14. 14. There are multiple types of metricsTYPE OF METRIC EXAMPLE USED TO ANSWER THE QUESTIONOutcome/business driver Leads, Unique visitors How well am I doing?Diagnostic Conversion rate How can I do better?Smoke alarm Zero yield searches What am I doing poorly?Predictor/Leading indicator Intent to Purchase, Intent to Will I do better? Use Site as Primary Resource Visualizing a Multi-Channel WorldLatent Correlations, VOC, Where is the opportunity? competitive data, etc*Obviously, this is not an exhaustive list. 14
  15. 15. What kind of data is appropriate for dashboards? Good Bad • Key metrics that are • Rankings that don’t change directly tied to an frequently (eg top pages) objective, specifically key metrics that are business • Rankings in which the top 10 outcomes or high impact or so aren’t sufficient to diagnostics analyze (eg top 10 organic referring keywords) • Key metrics that have Visualizing a Multi-Channel World context (eg comparison to • Data that is too detailed (eg target, historical paid search performance by performance, meaningful keyword or campaign segmentation, etc) performance by creative) 15
  16. 16. Top Visualizations and When to Use Them Visualizing a Multi-Channel World 16
  17. 17. Top Visualizations and When to Use Them Visualizing a Multi-Channel World 17
  18. 18. Data Visualization Visualizing a Multi-Channel World18
  19. 19. Why visualize your data? Simplify consumption of complex information Assist in prioritization Engage your audience Visualizing a Multi-Channel World 19
  20. 20. What makes an “effective” data visualization? Simplify complex data sets into manageable sound bites Each visualization should answer a key question:  How is my social media performance this month? Context makes it possible to rapidly consume data Visualizing a Multi-Channel World 20
  21. 21. The right tool for the job Visualizing a Multi-Channel World21
  22. 22. Ok, so how does this work in practice?Consolidating data in the fragmented landscape… Visualizing a Multi-Channel World 22
  23. 23. The reality of multi-channel data Start with a clear sense of individual metrics Social > Web > Sales Look for correlations in data Context! Visualizing a Multi-Channel World 23
  24. 24. Summarize data in a meaningful way Ask yourself: How do all the pieces fit together? The “One visualization to rule them all” approach Visualizing a Multi-Channel World 24
  25. 25. Questions?Bill Bruno Allan Wille President & CEO, Klipfolio IncCEO, Stratigent LLC Visualizing a Multi-Channel World @awille@BillBruno 25

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