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.

Analytics is the Bookkeeping of Marketing

599 views

Published on

My presentation at ProductCamp Helsinki: "Analytics is the Bookkeeping of Marketing." The world is full of data and yet so many organizations struggle to use it wisely. Analytics is the bookkeeping of marketing – like profit and balance sheets are for the business. In this session Petri is covering common pitfalls of analytics. He is also showing Google Analytics auditing results and telling about couple of advanced analytics examples.

Published in: Business
  • Be the first to comment

  • Be the first to like this

Analytics is the Bookkeeping of Marketing

  1. 1. OMNICOM EVIDENCE Insight | Foresight | Analytics | Data Science | Consulting
  2. 2. @mertanen Director, Digital Analytics @OMD_Fi
  3. 3. ANALYTICS IS THE BOOKKEEPING OF MARKETING
  4. 4. ANALYTICS IS THE BOOKKEEPING OF MARKETING CONTENT: Analytics is easy to start Results from Google Analytics audits Multiple sources of data Data silos vs. integration Advanced analytics examples 4 Econometrics Digital Attribution Linear
  5. 5. ANALYTICS IS EASY TO START 5 Just place the snippet in website and “enjoy” multiple reports. Econometrics Linear
  6. 6. 6 Econometrics Linear
  7. 7. GOOGLE ANALYTICS AUDIT RESULTS 41% HAS OUTDATED TRACKING CODE 71% NO TAG MANAGEMENT SYSTEM IN PLACE Audit data by @super_analytics. Audit included +40 check points. DON’T GET NEW GOOGLE ANALYTICS FEATURES MISS COST EFFECTIVE, FLEXIBLE AND MODERN WAY TO WORK
  8. 8. GOOGLE ANALYTICS AUDIT RESULTS 49% NO DECENT CAMPAIGN TRACKING 91% SPAM & BOT TRAFFIC NOT EXCLUDED Many companies suffer from poor data quality. POOR DATA QUALITY FOR TRAFFIC SOURCES POOR DATA QUALITY FOR OVERALL TRAFFIC
  9. 9. GOOGLE ANALYTICS AUDIT RESULTS 79% NO EVENT TRACKING IN PLACE 80% NO GOAL TRACKING IN PLACE Many companies miss relevant data and optimization. MISS RELEVANT DATA FOR BUSINESS CAN’T OPTIMIZE MEDIA SPEND AND WEBSITE AGAINST GOALS
  10. 10. 10 Econometrics Linear We’ll see what kind of data we get from Google Analytics by default We’ll define what data we need & implement Google Analytics accordingly WEB ANALYTICS IMPLEMENTATION
  11. 11. 11 Econometrics Linear QUALITATIVE DATA: HEATMAP
  12. 12. 12 Econometrics Linear RESEARCH DATA: NPS SURVEY
  13. 13. 13 Econometrics Linear CUSTOMER DATA: CRM
  14. 14. 14 Econometrics Linear ADVERTISING DATA: ADFORM
  15. 15. Econometrics Linear
  16. 16. Econometrics Linear
  17. 17. 17 Customer Database Research Database Advertising Platform Qualitative Data Web Analytics Data DATA IN SILOS
  18. 18. 18 Omnicom Big Data Platform DMP Website Analytics CRM Atlas Sales Data Ad serving & DSP Cross-device Data Accurate target group pool Global perspective Constant customer insight Real-time ROI / ROAS / ROMI modelling Data driven content creation Data driven creative design Adaptive business model
  19. 19. Correlation & Time Lag StartDate -1-2-3-4-5-6-7-8-9-11-12 -10 Weeks Before Purchase StrengthofCorrelation Newsletter Signup Page About Page Product Page Demo Page Store Locator Page Days Before Purchase Visits > 60s Hotspot Video Play • 1-3 Months before thy buy or switch, people might visit the product page, find out about the products and company in general, and consider requesting more information • Some weeks before they buy, they might start considering finding an agent, or finding out about booking a demo. • Some weeks before they buy, people might use the site more intensely and for longer visits, engaging with interactive elements deep within the site.
  20. 20. 20 Econometrics Linear MARKETING & SALES MODELLING = Response Method has proven track record for: • Sales data • Sales leads • Customer churn + + MediaCompetitor behavior = DistributionSeasonality Typical data Macro factors Media data Competitors media data Weather data Calendar Market data Below the line activities Response …Based on available data Mathematical & statistical analysis… +
  21. 21. EXAMPLE: VISUALIZATION - FROM DATA TO DASHBOARDS 21 Our web-based reporting tools sit on top of our data architecture, enabling clients to make fast and informed decisions. It works, as real time, as the data arrives.
  22. 22. 22 Econometrics Linear yES!
  23. 23. OMNICOM EVIDENCE Petri Mertanen, Director, Digital Analytics petri.mertanen@omnicommediagroup.com, +358 400 792 616

×