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Digital age eMetrics Summit San Francisco


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The presentation starts out with discussing the application of analytics to the business objectives of acquisition, retention & nurturing and then goes deeper into the maturity model of analytics highlighting the shift from data to actionable intelligence leading to the digital toolbox which further dives into the technologies that sets us apart and gives us the competitive advantage by influencing the digital levers based on intelligence.

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Digital age eMetrics Summit San Francisco

  1. 1. Digital Age: The Future is Here Competitive Advantage through Intelligence & Integration Kashif Khurshid March 2016 Digital Age: The Future is Here Kashif Khurshid Sr. Strategist- Digital Analytics Image Credit:
  2. 2. Who Am I… Kashif Khurshid • 10+ Years in Digital Analytics • Lead Web Analytics Wednesdays in Houston (3 years) • Expert in Executive Reporting, Marketing & Design Optimization
  3. 3. We will Journey through the following: Map Business Objectives with Analytics needs Analytics Maturity Model The Digital Toolbox Analytics Levers Formula for Success Image Credit:
  4. 4. The Business Objectives Nurturing • Heavy use of analytics insights • Full System Integrations • Higher focus on the journey rather than the activity Retention • Slightly complex KPI’s • Some System Integration • Metrics: Customer Engagement, Recency & Frequency Acquisition • Few KPI’s • Low System Integration • Metrics: Sales, Traffic, CTR, CR, & ROI Easy Challenging Most Focus Most Ignored Strategic Advantage = Analytics Maturity
  5. 5. Analytics Maturity Model Content/Navigation Functionality PathOptimization EffectiveMarketing Segmentation PredictiveAnalytics Personalization Data Silos Real-Time Integration Some Integration Moving towards on Omni-Channel Experience
  6. 6. Omni-Channel Optimization Requires Selecting the Right Tools
  7. 7. 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 Choose Your Weapons
  8. 8. •Headlines / Paragraphs •Ratings / Reviews •Video’s •Calculators/ Estimation Tools •Forms / Chat •News Letters/ value adders/ Trials Content & Functionality •UX/ ease of use / delivery •Layout / navigation / interactivity •Mobile friendly Design •A/B Testing •Segment Targeting •Providing a unified experience Personalization •SEM •SEO •Display •Email/ In App Messaging •Social Marketing •Promo codes •Product up/cross sale •Value proposition •guarantee Price & Product •Add/move services online •High to low cost channel •Desktop to Mobile / Gaming •Custom Apps •Web beacon- geo fencing •Wearables (watches, glasses, & etc.) Shifts & Trends Experience Sales Innovation
  9. 9. Digital Age Formula for Success: Analytics Integration Competitive Advantage Image Credit:
  10. 10. THANK YOU. Kashif Khurshid Blog: