Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
– DATA ANALYTICS
FOR MARKETING –
21 January 2016
HUSKIES DATA OFFERING
Performance
Intelligence
Monitor marketing
campaigns and their
outcomes.
Creative
Intelligence
Lever...
WHAT IS A GOOD MEASUREMENT?
- Does it support the marketing objective?
- Is it “need to know” or “nice to know”? Establish...
SOME EXAMPLES
Website
Audience
Unique Visitors
Total Visits
Returning
Visitors
Pages
Consumed
Time on Site
Top Viewed
Page...
DATA SOURCES & EXTRACTION
Creating a data extraction strategy
1. Establish all data requirements. Where can I get that dat...
DATA VISUALISATIONS
Creating a data dashboard
1. Why visualise the data?
2. Who is the dashboard for – list of stakeholder...
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 h...
Define
Measurements
Establish Data
Sources
Gather Data
Visualize the
Data
Review KPI
Results
Set Targets
Review
Measuremen...
QUESTIONS
THANK YOU
OMiG Digital Summit 2016 - Lillian Gallagher  - In the Company of Huskies
Upcoming SlideShare
Loading in …5
×

OMiG Digital Summit 2016 - Lillian Gallagher - In the Company of Huskies

656 views

Published on

Presentation Title: Data Analytics for Marketing by Lillian Gallagher - In the Company of Huskies. At the OMiG Digital Summit 2016.

Published in: Business
  • Be the first to comment

  • Be the first to like this

OMiG Digital Summit 2016 - Lillian Gallagher - In the Company of Huskies

  1. 1. – DATA ANALYTICS FOR MARKETING – 21 January 2016
  2. 2. HUSKIES DATA OFFERING Performance Intelligence Monitor marketing campaigns and their outcomes. Creative Intelligence Leverage existing customer data to gain insights, attract new customers, improve customer retention and enhance marketing campaign performance. Marketing Intelligence 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 actionable business decisions.
  3. 3. 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? Performance Intelligence
  4. 4. SOME EXAMPLES Website Audience Unique Visitors Total Visits Returning Visitors Pages Consumed Time on Site Top Viewed Pages Demographics Acquisition Traffic Origin Desktop, Mobile, Tablet Brand Awareness Web Share of Voice Competitive Set SOV Total Mentions # use Potential TW Reach Social Audience Total Fans/Followers New Fans/Followers Demographics Engagement Absolute Engagement Total Engagement Reach Impressions Organic vs. Paid Content Reach Impressions Engagement Negative Feedback Ranking App Audience IOS vs. Android Downloads Sessions Top Pages Demographics
  5. 5. 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?
  6. 6. DATA VISUALISATIONS 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?
  7. 7. 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?
  8. 8. Define Measurements Establish Data Sources Gather Data Visualize the Data Review KPI Results Set Targets Review Measurements Performance Intelligence
  9. 9. QUESTIONS
  10. 10. THANK YOU

×