OMiG Digital Summit 2016 - Lillian Gallagher - In the Company of Huskies
– DATA ANALYTICS
FOR MARKETING –
21 January 2016
HUSKIES DATA OFFERING
campaigns and their
Leverage existing customer
data to gain insights, attract
new customers, improve
customer retention and
Align marketing activities to
key business strategies and
financial measures. Valuable
trends and relationships can
be extracted from large data
sets and such information
can be used to provide
WHAT IS A GOOD MEASUREMENT?
- Does it support the marketing objective?
- Is it “need to know” or “nice to know”? Establish if you are wasting time and
efforts gathering and reviewing “nice to know” metrics
- What insight does it provide?
- Can you make a decision from it?
Time on Site
Share of Voice
Organic vs. Paid
IOS vs. Android
DATA SOURCES & EXTRACTION
Creating a data extraction strategy
1. Establish all data requirements. Where can I get that data?
2. Any tools required to extract the data?
3. How frequently do I need to extract the data? Daily, Weekly, Monthly,
Quarterly. Establish availability and delivery timelines.
4. How to present the data – daily, weekly, monthly trending?
Creating a data dashboard
1. Why visualise the data?
2. Who is the dashboard for – list of stakeholders?
3. Are there different requirements for different stakeholders? Detailed vs. Top X
approach, monthly vs. quarterly etc.
4. How long do stakeholders typically have to review a dashboard?
REACTING TO DATA
What to do with the data?
We now know what to collect, where to collect it from, when to collect it and how to
present it….what next?
- Establish regular review sessions with key stakeholders to analysis the output.
- What actions can be taken if KPI’s are performing poorly?
- Set targets and corresponding actions to help meet marketing objectives.
- What if the KPI’s are outperforming targets? Reallocate resources?