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Adopting a Data-Driven Philosophy In Your Organization

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The use of data in your marketing and operations simply makes for better decisions. By changing your organization's feelings on data, you foster a culture where strategy is no longer based on opinion or instinct.

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Adopting a Data-Driven Philosophy In Your Organization

  1. 1. @markfsimmons MixedDigital.com The #Data-Driven Philosophy Organization
  2. 2. @markfsimmons MixedDigital.com Contents • Data-Driven Philosophy • Analytics • Advanced Analytics • Case Studies • Q&A
  3. 3. @markfsimmons MixedDigital.com The #Data-Driven Philosophy What is #Data-Driven?
  4. 4. @markfsimmons MixedDigital.com The #Data-Driven Philosophy • Marketing • Sales • Customer Service • Human Resources • Supply Chain • Manufacturing • IT
  5. 5. @markfsimmons MixedDigital.com The #Data-Driven Philosophy Big Data vs. #SmartData
  6. 6. @markfsimmons MixedDigital.com The #Data-Driven Philosophy Organizational Resistance – Fear & “Accountability Creep”
  7. 7. @markfsimmons MixedDigital.com The #Data-Driven Philosophy Organizational Benefits
  8. 8. @markfsimmons MixedDigital.com The #Data-Driven Philosophy Adoption, Investment, Implementation
  9. 9. @markfsimmons MixedDigital.com Web Analytics Brief Explanation
  10. 10. @markfsimmons MixedDigital.com Web Analytics History & Evolution Counters Conversion Trackers (Atlas, DART) Analytics Suites Multi- Channel 3rd party integration Mobile Predictive Universal
  11. 11. @markfsimmons MixedDigital.com Web Analytics The Basics • Implementation • Profiles • Filters • Goals • Funnels • Webmaster • Demographics • Adwords
  12. 12. @markfsimmons MixedDigital.com Web Analytics: Advanced Event Tracking • Advantages • Implementation • Assessment
  13. 13. @markfsimmons MixedDigital.com Web Analytics: Advanced Event Tracking: Advantages Event tracking provides insight into the behavior of your visitors by tracking the specific actions taken throughout the site. This identifies opportunity to edit content, provide additional content or implement technical changes to impact user experience.
  14. 14. @markfsimmons MixedDigital.com Web Analytics: Advanced Event Tracking: Implementation • Requires editing the analytics tracking code • Google Tag Manager – simplifies • Naming Convention Category Action Label White Papers Download [name of white paper] Articles Download [name of article] Brochures Download [name of brochure] Support Literature Download [name of literature] Video – [topical, bio, promotional] View [title] High Value Links Click [destination]
  15. 15. @markfsimmons MixedDigital.com Web Analytics: Advanced Event Tracking: Assessment • What is our most popular piece of downloadable content? • How often do visitors click the subscribe button? • What channel drives the most video views? • What roles does social play in content consumption?
  16. 16. @markfsimmons MixedDigital.com Web Analytics: Advanced Multi-Channel Analysis • Multi Channel Attribution • Top Conversion Paths • Assisted Conversions • Custom Channel Groupings
  17. 17. @markfsimmons MixedDigital.com Web Analytics: Advanced Multi-Channel Analysis: Attribution First Assist Last 90 Days
  18. 18. @markfsimmons MixedDigital.com Web Analytics: Advanced Multi-Channel Analysis: Top Conversion Paths
  19. 19. @markfsimmons MixedDigital.com Web Analytics: Advanced Multi-Channel Analysis: Assisted Conversions
  20. 20. @markfsimmons MixedDigital.com Web Analytics: Advanced Multi-Channel Analysis: Custom Channel Groupings • Standard channels • Allow a deeper, customized view of your data • Creating a custom channel • Reporting
  21. 21. @markfsimmons MixedDigital.com Web Analytics: Advanced Multi-Channel Analysis: Custom Channel Groupings
  22. 22. @markfsimmons MixedDigital.com Web Analytics: Advanced Multi-Channel Analysis: Custom Channel Groupings
  23. 23. @markfsimmons MixedDigital.com Web Analytics: Advanced Advanced Segments: Definition “Advanced segments allow you to isolate and analyze subsets of sessions and users to gain deeper insights.” Tweetable!
  24. 24. @markfsimmons MixedDigital.com Web Analytics: Advanced Advanced Segments: Standard Segments
  25. 25. @markfsimmons MixedDigital.com Web Analytics: Advanced Advanced Segments: Custom Segments
  26. 26. @markfsimmons MixedDigital.com Web Analytics: Advanced Advanced Segments: Examples • Users from the MidWest, whose revenue exceeded $1,000 and sessions where the medium was cpc • Android users, coming from display ads, that generated at least $100 in revenue
  27. 27. @markfsimmons MixedDigital.com Web Analytics: Advanced Content Grouping: Definition “Content grouping lets you group content into a logical structure based on how you view your site or app.” Tweetable!
  28. 28. @markfsimmons MixedDigital.com Web Analytics: Advanced Content Grouping: Examples – E-Commerce Men Shoes Casual Athletic Shirts Pants Women Shoes Shirts Pants
  29. 29. @markfsimmons MixedDigital.com Web Analytics: Advanced Content Grouping: Examples – B2B Clients Research Books Training Videos Prospects White Papers Case Studies SlideShare
  30. 30. @markfsimmons MixedDigital.com Web Analytics: Advanced Content Grouping: Implementation 1.Change Code 2.Rules-based 3.Regex
  31. 31. @markfsimmons MixedDigital.com Web Analytics: Advanced Content Grouping: Implementation - Code Modification Modify the code on each page to identify the index number and content group to which the content belongs
  32. 32. @markfsimmons MixedDigital.com Web Analytics: Advanced Content Grouping: Implementation – Rules & Regex Rules: page > contains > books Regex (Extraction): Page > /Men/(.*)/ Page Title > (.*shirts).*
  33. 33. @markfsimmons MixedDigital.com Web Analytics: Advanced Content Grouping: Reporting Content Grouping is a primary dimension
  34. 34. @markfsimmons MixedDigital.com Case Studies Lead Generation • B2B company focused on workforce housing industry • Used advanced segments to analyze visitor behavior • Discovered visitors that consumed digital assets were 3x more likely to complete form and that repeat visitors converted 50% more often • Began increasing promotion of digital assets via paid search, social media and on the site • Successfully tested retargeting • Increased leads ~25% within 6 months
  35. 35. @markfsimmons MixedDigital.com Case Studies E-Commerce • E-commerce company selling essential oils and wellness products • Used content grouping, advanced segments and multi-channel funnels to analyze performance • Discovered that singles outperformed blends, women outspent men 3 to 1 and that social media played a large role in first click attribution • Changed the way singles are merchandised and marketed, launched a presence on Pinterest and targeted female-centric sites, revamped the social strategy to better position the products. • All together, sales increased ~250% over a 6 month timeframe
  36. 36. @markfsimmons MixedDigital.com Mark F Simmons Chief Strategist, Mixed Digital “The #Data-Driven Philosophy Organization”

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