Using data and analytics is only the first step. Understanding why you need to measure what you want to, is vital to make sense of how your strategy can use data for decision-making.

1. HubSpot User Group
Melbourne
Welcome

2. #MELBHUG
#Growbetter
#Connectbetter
@connectlabs @hubspot

3. ● Introduction to data, metrics
and analytics
● Understanding the WHY Behind
Digital Analytics
● Panel Q&A
● Mingling and hellos!
Agenda

4. Speakers

6. ➔ Ex-Googler. That sums up how I started
my life in Digital.
➔ Interested in exploring human
connection with brands online.
➔ Moved to Melbourne in 2009.
➔ Indian roots, Australian wings.
➔ Passionate about making the internet a
better place. Corny, but true.
➔ Spelling colour without the ‘u’ irks me
LOTS.
Hello!
Soumya Indurti
Founder & CEO
Connect Labs

8. @connectlabs
“If strategy is the blueprint for building an
organisation, metrics are the concrete,
wood, drywall, and bricks.”

9. What do we measure?
Data viz for different
goals

10. Revenue

11. Web Analytics

12. Culture?
Somewhat

13. You want to leverage your data in
ways that create new growth, cut
waste, increase customer
satisfaction, or otherwise improve
company performance.

14. Thank you!
social@connectlabs.co
@connectlabs

15. Behavioral Analytics –
The WHY behind Digital
Analytics

16. What is
Behavioral
Analytics?
A tool to track the
actions that users take
within a digital product
and organizes raw event
data into a timeline, also
known as a user journey

18. Online struggle is
▪ Hard to identify
▪ Hard to reproduce
▪ Hard to quantify
▪ All too common

19. Why should companies
use behavioral analytics?
Customer centric
Hyper personalization to the
segment of one!
Shift in focus
Focus on enterprise goals rather
than departmental

20. 20

22. Why should companies
use behavioral analytics?
Keep up with
pace
Delivers at a pace that nearly
matches user’s decision-making
process
Design thinking
Brings together analytics and
creativity

26. Traditional analytics will
tell you a thousand words
and behavioural analytics
will tell you a thousand
stories.

27. Thank you!
Melbourne HubSpot User
Group