Holistic budget steering from c level to channel manager
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Mobile Growth Europe 2017 presentation about minimalistic reporting and how we at Zalando built the visualization reports to go from the C levels to Juniors in one report keep simple rules
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Holistic budget steering from c level to channel manager
- 1. H O L I S T I C B U D G E T S T E E R I N G F R O M C - L E V E L T O C H AN N E L M AN AG E R M O B I L E G R O W T H E U R O P E 2 0 1 7 B E R L I N L I O R B A R A K 1 2 - 1 0 - 2 0 1 7
- 2. 2
- 3. 3 operations
- 4. 4
- 5. 5 operations
- 6. 6 REPORTING IS NO DIFFERENCE FOCUSING ON ONE END PRODUCT WILL TAKE YOU THE EFFECTIVE WAY
- 7. 7 IF WE CAN’T TRACK IT, WE DON’T REPORT IT 1
- 8. 8 WE AUTOMATED OUR DATA PROCESSI NG 2
- 9. 9 WE NARROWED OUR KPIS TO NO MORE THAN TEN! 3
- 10. 10 WE TRACK EVERY SEGMENT WE CAN ABOUT OUR CREATIVES 4
- 11. 11 • Form one data team • Design Sprints for data infrastructure and reporting • Adopt a “no Excel policy” THREE M ORE TAKE AW AYS
- 12. 12 BUILD THE RIGHT INFRASTRUCT URE
- 13. 13 DIFFERENTIATE BETWEEN DECISION MAKING AND RESEARCH “YOU CAN DO TWO THINGS AT ONCE, BUT YOU CAN'T FOCUS EFFECTIVELY ON TWO THINGS AT ONCE.” GARY KELLER
- 14. 14 DECISION M AKING DRIVEN REPORT – AK A HOLISTIC REPORTING • Drop down hierarchy • One KPI, max. three KPIs • Create a go/no-go decision • Optimization within the dashboard “THE ULTIMATE ANSWER TO LIFE, THE UNIVERSE AND EVERYTHING IS ...42!” ― DOUGLAS ADAMS, THE HITCHHIKER'S GUIDE TO THE GALAXY
- 15. 15 REVIEWING DRIVEN REPORT • Have up to ten KPIs • Segmented dimensions • Time travel
- 16. 16 WHY DID WE SEPARAT E THE REPORTING ?
- 17. 17 FOR THE GO/ NO GO, WE USE FORECASTED ROI ONLY “BUT A LOT OF BUSINESSES OUT THERE DON’T SEE THE RETURN ON INVES TMENT, THEY LOOK AT IT AS A LIABILITY” KEVIN MITNICK
- 18. 18 THE ROI UNIFYING ALL OF OUR DEPARTM ENT S
- 19. 19 THE ROI ALLOWS US TO IMMEDIATEL Y SPOT GOOD AND BAD CAMPAIGNS
- 20. 20 THE ROI SIMPLIFIES OUR WORK
- 21. 21 BUILDING THE ONLY DECISION-MAKING REPORT YOU WILL EVER NEED “IT'S EASY TO MAKE GOOD DECISIONS WHEN THERE ARE NO BAD OPTIONS” ROBERT HALF
- 22. 22 WE USE TOP -DOWN DESIGN
- 23. 23 WE MAKE SURE THE CHANNEL MANAGER CAN OPTIMIZE FROM WITHIN THE DASHBO ARD
- 24. 24 WE MADE SURE THE MANAGEM ENT CAN SET TARGETS WITHIN THE DASHBO ARD
- 26. 26 OUR DECISION M AKING REPORT
- 27. 27 BUT I NEED MORE DATA! “MOST OF US FEEL OVERBURDENED BY INFORMATION, ALTHOUGH I WOULD S AY THE OVERL OADED FEELING COMES MORE FROM COORDINATING ALL OF THE INFORMATIO N AND RESPO NDING TO IT” DAVID ROSE
- 28. 28 WE ENCOURAG E DATA RESEARCH
- 29. 29 WE USE THE RESEARCHED DATA FOR CREATING NEW ADS
- 30. 30 WE FOUND OUR SEGMENTATIO N IS ESSENTIAL FOR RESEARCHI NG THE DATA
- 31. 31 FOCUS ON TWO KPIS UP TO TEN KPIS GO NO GO DECISION CULTURE ENCOURAGE RESEARCH PARTNERS OPTIMIZATION IN ONE PLACE MORE SEGMENTATION LESS MEASURES
- 32. 32 SHIFT LIKE A SPEED BOAT FROM THE TOP TO THE BOTTOM
- 33. L I O R B AR A K L i o r . b a r a k @ z a l a n d o . d e @ l i o r b I n / l i o r b a r a k 1 2 - 1 0 - 2 0 1 7 MA RK E T I NG DA T A A ND A NA L YT I CS S E N I O R M A R K E T I N G A N A L Y S T
Editor's Notes
- I would like to start with a story I was visiting Jerusalem a couple of weeks ago And I notice something very interesting
- I saw a Arabic candy shop Notice people standing in front of the shop trying to decide which candy they wish to by They pick several candies, pay and leave, some they will love, some not
- Then we traveled to Haifa
- In Haifa, I also visited the market and saw a shop selling only one Arabic candy He specialize in Knafe, if you don’t know it’s a cooked sweet with cheese and honey This guy had a huge line, and the clients ordered it and just went to the side eating it You had only to options in his stand, By Knafe with Tea or without it
- Back to Zalando, if you don’t know we are e-commerce site for fashion And we have two platform of sales, well three, but today I will focus on the two main ones, the Web and App And by the end of this speech, I hope I will convince you that being a seller of one product make the customer’s decision more simple To achieve this holistic view we need to have a good base, so we set some rules
- If it’s not trackable, we do not present it Data is a sensitive subject, we can estimate things But we prefer to base our decisions only on what we track
- We automated our data aggregation process We built APIs to remove human mistakes We taking the data, process and present it without the need of human touch in the middle
- It’s important to control the KPIs in use A research found the maximal number of KPIs should not be more than 10 We use in our holistic dashboard only two KPIs
- We prefer to have more segmentations then measurements For example Gender, Age groups, Main element in the creative, Is it a brand or not a brand…. We segment our creatives in a way we can search and compare
- There is a big difference between research and decision making, and this is why it’s important to separate it Managers need to make decision and impact Research of data should not be mixed into the optimization process Research is for creation of ads