5 tips als je nu wilt starten met digital marketing analytics

Brouwen met Data
5 tips als je nu wilt starten met digital marketing analytics
Jeroen den Uijl Mateusz Skawinski
Digital Strategist Manager Advanced Analytics
+31 6 50 45 97 26 +31 6 15 87 75 36
Jeroen.den.uijl@avanade.com Mateusz.Skawinski@avanace.com

©2017 Avanade Inc. All Rights Reserved.
3
We can finish what we start
Strategy
Customer
experience
Operations
Platform build
& Integration

Why
Is Digital Marketing
Analytics important

FALSE
SENSE OF
COMFORT
Beware
of the

“The failure of a single interaction
threatens a customers entire
perception of a brand”
Scott Liewehr

“It’s no longer about how brands
look but about how they behave”
Jon Bains

The value is clear
“The stronger a company’s commitment to analytics, the higher that company’s performance.”
59% 63%2
Outcomes matter
2X
Data matters Algorithms matter Investment matters Talent matters
What are high-performance companies doing more and better than low performance companies?
Source: Winning with Analytics, Accenture and MIT study, 2015
as likely to achieve
business outcomes
from analytics
7
or more data
sources
invest > ¼ of their
tech spend in
analytics
use partners for
advanced analytics
skills
Leverage Use
or more advanced
analytical
techniques

Data within
organizations that
remains untapped
Marketers who say
they can’t turn
their data into
actionable insight.
Marketers who
think data is
collected too
infrequently or not
real-time enough
Organizations that
don’t use real-time
on-site behavior to
personalize the
website
experience.
95%
39%39%
26%
Altough marketers and organizations have plenty of data, they struggle to mine it,
surface their most important customers segments, and respond to their
customers’ needs in real-time.
Why is it a struggle?
Source: From Big Data to Big Personalization

from 4.6%
to almost 22%
of marketing budgets in the next three years,
376%
increase
Spending on marketing analytics
Source: The CMO Survey, the American Marketing Association (2016)

a third of available data are used to drive
decision making in their companies
3,4%of senior marketers say they have the
right talent for the job
Spending on marketing analytics
Source: The CMO Survey, the American Marketing Association (2016)

CHALLENGES
Data to Insights
Speed
Frequency
Capabilities
Budget / ROI
Decision making process
14

Investigate, Automate, Industrialize
Vision Hypothesize,
Test, Refine,
Repeat
ROI/Prove
value
Build
IndustrializeDesign Automate
$
Value Roadmap,
discovery and
outcomes

Vision Hypothesize,
Test, Refine,
Repeat
ROI/Prove
value
Build
$
Value Roadmap,
discovery and
outcomes
An iterative, industrialized approach

GUIDELINES
Think big, start small, prove the
ROI fast
Don’t focus on a single silo
Experiment before industrialize
Fail fast
Be ready to ACT

Guideline #1
Think BIG
Start small
Prove the ROI fast

Business outcomes over business requirements
Instead of asking “What data and tools do we need?” ask “What do we need to accomplish?”
Reduce equipment
outages by 8%
Increase sales by 8%Improve customer satisfaction
scores by 10%
Cut fraud loss by detecting
fraudulent activity in progress
Reduce attrition through higher
employee engagement
Increase campaign
ROI by 10%
Hypothetical examples of business outcomes

The Insight Discovery Example
Drive Growth
Drive
Productivity
Digital
Business
Value
Focus on the Customer
Accelerate Decision
Making
Customer Case
Efficiency
Business Objective
Simplify
Customer
Experience
Sales Effectiveness
Relevancy and NPS
Customer Retention
Adoption and Usage Analytics
Trade Promotion Lift and Leakage
Marketing ROI Maximization
Supply Chain Control Tower
Next Best Sales and Marketing ActionPotential up-sell &/or cross-sell opportunities
Optimize sales force investments & productivity
Improve Channel effectiveness
Improve Demand Gen ROI
Improve SC visibility
Predictive Asset Maintenance
Contact center optimization
Reduce maintenance cost
Call Center Process Efficiencies
Increase New Customer Acquisition
Increase Share of Wallet
Drive customer loyalty
Value Driver Analytics Capability Business Benefits
Oppty Win rate 2-4%
Reduce churn
Sales lift
Talent Upskilling and Engagement Human Capital Analytics
Sales lift
Channel spend ROI
Sales lift
Rev/ partner
Engagement scores
Forecast accuracy
Cost of Service calls
Machine uptime
2-4%
10-20%
1.5 – 2.0%
2–4%
1 – 2%
5 – 10%
15 – 20%
5 – 10%
10-15%
500 bp
Build Capability Self Service
Reduce Response
Times
Industry Leading
Retention
Cost Eradication
Digital First Segment of One Personalization Cost of Care 10-15%
Asset Utilization and
Uptime

1. Understand the business problem
We really have no way of knowing if our products improve the outcomes of
health department evaluations. We know our products are effective, but how
effective are they really?
2. How might you solve it?
Being able to draw statistically-significant conclusions from our product sales
data (maybe combined with other 3rd party data sets?) would be a good
start. No matter how the investigation turns out.
Vision

Global cleaning products vendor increases sales
and customer loyalty with predictive intelligence
Challenge: Maintain sales levels year-over-year.
Solution: Using machine learning algorithms, Avanade discovered that when customers
purchased and installed less of certain products, their risk of failing a health inspection
went up significantly. Given that such incidents have the potential to cost their customers
tens of thousands of dollars per location, this intelligence was of significant value to both
parties.
Results:
• The model was able to predict inspection failures with 90% accuracy.
• By communicating to customers the measurable importance of maintaining order
levels, the vendor arrested falling year-over-year product sales.
• Taking proactive steps to help customers pass health inspections could significantly
increase loyalty and retention by saving the customers large sums of money each
year.

Guideline #2
Don’t focus on a
single silo

Service
Sales
Divided Analytics
Know your customer

The integrated “exhaust” from every
customer and process interaction
is a cash-equivalent asset
But you don’t need to integrate it all
before you see real value

Treasury Wine Estates drives growth and
profitability with seamless, self-service analytics
platform
Challenge: Core ERP and analytics tools were fragmented, making it challenging
to obtain actionable insights across a large, global portfolio of brands.
Solution: Refresh core ERP and analytics systems using AMAP to deliver a
seamless global view of inventory, sales, and depletions. The platform
delivers Analytics-as-a-Service with a consistent, up-to-date insights,
tailored to users ranging from the C-suite to local operations and sales
teams.
Results:
• Effective market segmentation supports growth of premium brands
in line with company strategy
• Users are empowered with self-service analysis and targeted insights
delivered across devices
• Scalable foundation supports next stage of analytics innovation
including end-to-end value chain analysis

Guideline #3
Experiment before
industrialize

Don’t build an
Olympic Stadium

29© 2016 Avanade Inc. All Rights Reserved.
Experimentation
before industrialization
Hypothesize, experiment and
discover how data can
deliver insights that drive
outcomes.
Once it’s proven to be valuable,
then you can build the systems to
make it repeatable.

Increased value and
ROI through
increased accuracy
UK
Customer
satisfaction
Leading the market in smart heating solutions
Create a robust intake volume forecast and
insights by region that allows for more
efficient engineer scheduling, reduces
response time and ultimately drives customer
satisfaction
Challenge
• Data enrichment
• weather data
• Output Area Classification Data
• Blended forecasting models: 450 modles
for 14 UK regions
• Additional insights
Solution
• Overall accuracy of 98% vs. a 87%
accuracy
• Increased value and ROI through
increased accuracy
• Actionable insights for the business
• The new forecast minimizes error for all
days
• Significant saving opportunity
Results

Speed over controls
Traditional mechanisms of control are not
built for a digital world. A new, more
flexible and open approach is necessary
to achieve speed to insight.
By applying the right controls in the right
context, you can maximize access while
still managing risk effectively.
Take a balanced approach to risk
and reap the rewards

33

34

Advanced Analytics
Business
Intelligence
and
Visualization,
the “what”
Operational
Challenges
Present oriented view
Sophistication of Intelligence
Alerts “What actions are needed?”
Query/drill down “What exactly is the problem?”
Ad hoc reports “How many, how often, where?”
Standard Reports “What happened?”
Optimization “What’s the best that can
happen?”
Predictive Modeling “What will happen next?”
Forecasting /
extrapolation
“What if these trends continue?”
Statistical analysis “Why is this happening?”
Advanced
Analytics,
the “so
what”
Strategic Challenges
Future oriented view
Source: Competing on Analytics:
The New Science of Winning (Davenport / Harris)
CompetitiveAdvantage

37
Leading global beverage company

Reading dashboards & scorecards without
the ability to take immediate action is like
having a dashboard without a steering
wheel

DIGITAL
TRANSFORMATION
ROLE OF AVANADE
Key Objective
To digitally transform how Williams
Martini Racing works on and off the
track, and showcase how Avanade
helps its clients get ahead of the
competition.
Data / Third party data
Analytics
Technology integration: Project integration across all
Williams divisions for example: AERODYNAMICS, DESIGN
AND MANUFACTURING RACING
Cloud: Azure
Sitecore CMS

WILLIAMS
RESULTS
300 windtunnel hours saved
5 weeks to deliver new website on Sitecore in
Azure
28 digital projects in the 3 year pipeline

How can we help you
To connect the dots?

Getting actionable insight
from data is a
challenging job

We've simplified
it by industrializing these
four steps

Unify Enrich Unlock Enable

Library of Reusable
Analytics Assets
Vision Hypothesize,
Test, Refine,
Repeat
ROI/Prove
value
Build
$
Value Roadmap,
discovery and
outcomes

Our in-person Insight Discovery
Workshop proves the value and builds
the foundation for innovation and
transformation through analytics
WE WILL PROVE IT

Small
investment, high
return, rapid
results
WE WILL PROVE IT

Jeroen den Uijl
M: 06 50 45 97 26
E: jeroen.den.uijl@avanade.com
Contact
Mateusz Skawinski
M: 06 15 87 75 36
E: mateusz.skawinski@avanade.com

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