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Digital Age: The Business Framework
Kashif Khurshid
Sr. Strategist, Digital Analytics
kashifkhurshid@gmail.com
February 2015
Competitive Advantage Through Intelligence & Integration
The Business Objectives (Digital)
Nurturing
• “The Path” to
Acq. & Ret. with
a higher focus on
the journey
rather than the
activity
• Heavy use of
analytics insights
• Full System
Integrations
Retention
• Customer
Engagement,
Recency &
Frequency
• Slightly complex
KPI’s
• Some System
Integration
Acquisition
• Sales, Traffic,
CTR, CR, & ROI
• Few KPI’s
• Low System
Integration
Easy Challenging
Most Focus Most Ignored
Strategic Advantage = Use of Analytics
Strategically Use Analytics
Data Silos (Standard Analytics)
Some Integration
(Customization &
Segmentation)
Real-time
Integration of
Systems (Data
Activation &
Personalization)
Strategic Uses of Analytics:
1. Measure & optimize marketing effectiveness (SEM,
SEO, Email, Display, Social & etc.)
2. Ease of flows/funnels (path optimization)
3. Improvement in site design/content (add/improve
functionality & content)
4. Better understand customers and prospects (Develop
segmentation & targeting strategies)
5. Personalization (deliver right content to right people,
on the right device at the right time)
6. Predictive modeling (forecasting)
Analytics Maturity Model
Moving Towards Omni-Channel Optimization…
The Digital Tool Box
Analytics Call Tracking Session
Replays
Tag
Management
System
Surveys Ratings &
Reviews
Search Engine
Optimization
Social Listening
Tools
Data Insight Data
Visualization
Predictive
Modeling
Customer
Relationship
Management
A/B Testing Email & In-App
Messaging
Paid Search &
Media
Management
Content
Management
System
Categories: (Choose your Weapons)
Mobile, Web , App Marchex, Mongoose Tealeaf, ClickTale Ensighten, Tealium
Foresee, UserZoom BazaarVoice, Re-Vu
BlueKai, Quantcast,
Demandbase
Radian6, Hoot suiteConductor, SEOClarity
Tableau, Domo,
Qlikview
Revolution Analytics,
SAS, TIBCO
SalesForce,
Infusionsoft
Teamsite, DrupalKenshoo, MarinExactTarget, LocalyticsMonetate, Optimizely
ActionableIntelligence
Digital Age Formula for Success:
Intelligence Integration User Experience
Competitive Advantage
Levers for Digital Activation
1. Content & Functionality
– Headlines / Paragraphs
– Ratings / Reviews
– Video’s
– Calculators/ Estimation Tools
– Forms / Chat
– News Letters/ value adders/ Trials
2. Design
– UX/ ease of use / delivery
– Layout / navigation / interactivity
– Mobile friendly
3. Personalization
– A/B Testing
– Segment Targeting
– Providing a unified experience
4. Marketing
– SEM
– SEO
– Display
– Email/ In App Messaging
– Social
5. Price
– Promo codes
– Value proposition, guarantee, etc.
6. Shifts & Trends
– Add/move services online
– High-cost channel to low-cost channel
– Desktop to Mobile / Tablets / Gaming
– Custom Apps
– Web beacon- geo fencing
– Wearables (watches, glasses, & etc.)
SalesInnovation
Experience
THANK YOU.
Kashif Khurshid
Sr. Strategist, Digital Analytics
kashifkhurshid@gmail.com

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Quick Guide to Digital Analytic's | Digital Toolbox | Competitive Advantage

  • 1. Digital Age: The Business Framework Kashif Khurshid Sr. Strategist, Digital Analytics kashifkhurshid@gmail.com February 2015 Competitive Advantage Through Intelligence & Integration
  • 2. The Business Objectives (Digital) Nurturing • “The Path” to Acq. & Ret. with a higher focus on the journey rather than the activity • Heavy use of analytics insights • Full System Integrations Retention • Customer Engagement, Recency & Frequency • Slightly complex KPI’s • Some System Integration Acquisition • Sales, Traffic, CTR, CR, & ROI • Few KPI’s • Low System Integration Easy Challenging Most Focus Most Ignored Strategic Advantage = Use of Analytics
  • 3. Strategically Use Analytics Data Silos (Standard Analytics) Some Integration (Customization & Segmentation) Real-time Integration of Systems (Data Activation & Personalization) Strategic Uses of Analytics: 1. Measure & optimize marketing effectiveness (SEM, SEO, Email, Display, Social & etc.) 2. Ease of flows/funnels (path optimization) 3. Improvement in site design/content (add/improve functionality & content) 4. Better understand customers and prospects (Develop segmentation & targeting strategies) 5. Personalization (deliver right content to right people, on the right device at the right time) 6. Predictive modeling (forecasting) Analytics Maturity Model Moving Towards Omni-Channel Optimization…
  • 4. The Digital Tool Box Analytics Call Tracking Session Replays Tag Management System Surveys Ratings & Reviews Search Engine Optimization Social Listening Tools Data Insight Data Visualization Predictive Modeling Customer Relationship Management A/B Testing Email & In-App Messaging Paid Search & Media Management Content Management System Categories: (Choose your Weapons) Mobile, Web , App Marchex, Mongoose Tealeaf, ClickTale Ensighten, Tealium Foresee, UserZoom BazaarVoice, Re-Vu BlueKai, Quantcast, Demandbase Radian6, Hoot suiteConductor, SEOClarity Tableau, Domo, Qlikview Revolution Analytics, SAS, TIBCO SalesForce, Infusionsoft Teamsite, DrupalKenshoo, MarinExactTarget, LocalyticsMonetate, Optimizely ActionableIntelligence
  • 5. Digital Age Formula for Success: Intelligence Integration User Experience Competitive Advantage
  • 6. Levers for Digital Activation 1. Content & Functionality – Headlines / Paragraphs – Ratings / Reviews – Video’s – Calculators/ Estimation Tools – Forms / Chat – News Letters/ value adders/ Trials 2. Design – UX/ ease of use / delivery – Layout / navigation / interactivity – Mobile friendly 3. Personalization – A/B Testing – Segment Targeting – Providing a unified experience 4. Marketing – SEM – SEO – Display – Email/ In App Messaging – Social 5. Price – Promo codes – Value proposition, guarantee, etc. 6. Shifts & Trends – Add/move services online – High-cost channel to low-cost channel – Desktop to Mobile / Tablets / Gaming – Custom Apps – Web beacon- geo fencing – Wearables (watches, glasses, & etc.) SalesInnovation Experience
  • 7. THANK YOU. Kashif Khurshid Sr. Strategist, Digital Analytics kashifkhurshid@gmail.com

Editor's Notes

  1. Categories of Tools: Analytics Monitoring (Mobile, Web, App) Call Tracking (Marchex, mongoose) Session Replay Tools (Clicktale & Tealeaf) Ratings and Reviews (BazaarVoice, Re-Vu) Surveys- Forsee, Userzoom, iPerception Data Insights (bluekai, Quantcast, Demandbase) Data Visualization- Tableau, Domo, Qlikview Tag Management (Tealium, Ensighten) Customer Relationship Management – SalesForce, infusionsoft, bollhorn Content Management System (CMS)- Teamsite, Drupal, Adobe Experience Manager (CQ 5) Predictive Modeling/ programming- SAS, TIBCO, Revolution Analytics) Paid Search Management (kenshoo, Marin) Search Engine Optimization- SEOClarity, Conductor, Brightedge) Social Listening Tools- radian6, Hootsuite, adobe social) Email & inApp Messaging (Exacttarget, Marketo, responsys, Localytics, Constantcontact) A/B Testing & Personalization (Target, Monetate, Optimizely)