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The Analytics of Business Decisions: Using Data to Build a Smarter Brand

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Gain knowledge and understanding. Data is the key to whether a business thrives or dies. But even with it’s importance, how do we use it in our everyday businesses?

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The Analytics of Business Decisions: Using Data to Build a Smarter Brand

  1. 1. THE ANALYTICS OF BUSINESS DECISIONS Using data to build a smarter brand David Yarde Sevenality
  2. 2. HERE’S THE SECRET ABOUT ANALYTICS: ALL THOSE NUMBERS AND LINES SERVE A PURPOSE. THEY TELL A STORY. THEY GIVE YOU INSTRUCTIONS. Tweet! @dsmy/@sevenality
  3. 3. THEY TELL YOU HOW TO BUILD A BETTER BRAND. Tweet! @dsmy/@sevenality
  4. 4. BUILDING A BRAND ISN’T A GUESSING GAME. Tweet! @dsmy/@sevenality
  5. 5. YOU SHOULDN’T HAVE TO WONDER: IS THIS BRAND STRATEGY WORKING? YOU SHOULD KNOW. AND YOU SHOULD KNOW BECAUSE OF THE DATA. Tweet! @dsmy/@sevenality
  6. 6. HOW DO I UNDERSTAND ALL THESE LINES AND NUMBERS? Tweet! @dsmy/@sevenality
  7. 7. 3 IMPORTANT METRICS TO CONSIDER WHEN MAKING DECISIONS • Key #1: Average engaged time with the brand • Key #2: Referrals • Key #3: Interests Tweet! @dsmy/@sevenality
  8. 8. AVERAGE ENGAGED TIME WITH THE BRAND KEEP IN MIND Here is the big idea behind the Average Time on Page metric. Knowing how long users spend on a given page tells you how interested they are in the page. Tweet! @dsmy/@sevenality
  9. 9. AVERAGE ENGAGED TIME WITH THE BRAND KEEP IN MIND Remember, these numbers are just an average. A reader who spends 30 minutes on your website will be balanced out by the reader who spends only three seconds on the page. Tweet! @dsmy/@sevenality
  10. 10. AVERAGE ENGAGED TIME WITH THE BRAND HOMEWORK Find the pieces of content that have the longest average time on page, determine what’s different about those pieces of content, and use these principles when you create new content. Tweet! @dsmy/@sevenality
  11. 11. REFERRALS KEEP IN MIND One of the best ways to tell whether your brand is resonating with people is to see what other authors are saying about the brand from their platforms. Tweet! @dsmy/@sevenality
  12. 12. REFERRALS WHAT DO YOU DO WITH THAT INFORMATION? • Create more content like the pieces of content that have the most referrals. • Spend more time building relationships with influencers in these areas. Tweet! @dsmy/@sevenality
  13. 13. Credit: Niel Patel Tweet! @dsmy/@sevenality
  14. 14. INTERESTS KEEP IN MIND If you want to connect effectively with your brand’s audience, you have to communicate with them on their level. That’s why it’s a great idea to find out what their interests are. Tweet! @dsmy/@sevenality
  15. 15. INTERESTS HOW DOES ANY OF THAT HELP YOU? It gives you the ability to tailor-fit your content strategy, offline events/experiences and future product releases to your brand’s audience interests while simultaneously boosting your brand awareness. Tweet! @dsmy/@sevenality
  16. 16. MARKETING IS ALL ABOUT CONNECTING YOUR AUDIENCE WITH A SOLUTION TO THEIR PROBLEMS OR NEEDS. Tweet! @dsmy/@sevenality
  17. 17. HOW CAN I LEVERAGE ANALYTICS TO CREATE NEW PRODUCTS? Tweet! @dsmy/@sevenality
  18. 18. Tweet! @dsmy/@sevenality
  19. 19. “WE SEE OUR CUSTOMERS AS INVITED GUESTS TO A PARTY, AND WE ARE THE HOSTS. IT’S OUR JOB EVERY DAY TO MAKE EVERY IMPORTANT ASPECT OF THE CUSTOMER EXPERIENCE A LITTLE BIT BETTER.” - JEFF BEZOS, AMAZON Tweet! @dsmy/@sevenality
  20. 20. HOW CAN I LEVERAGE ANALYTICS TO CREATE NEW PRODUCTS? • Sales: Discover and expand new customer audience segments • New age or interest groups. • Locations and communities that your product/ service solves a problem. Tweet! @dsmy/@sevenality
  21. 21. HOW CAN I LEVERAGE ANALYTICS TO CREATE NEW PRODUCTS? • Marketing: Identify high-priority audiences and effectively match products to consumers • Update message & tone on marketing materials/ landing pages. • Allocate proper resources to the channels that bring in a return. Tweet! @dsmy/@sevenality
  22. 22. HOW CAN I LEVERAGE ANALYTICS TO CREATE NEW PRODUCTS? • Supply Chain: Identify weaknesses and opportunities in your how your product or service travels to market. • Is there an area trust is being lost in the process when the customer is interacting with your brand? • Do you have the right process or vendors in place? Tweet! @dsmy/@sevenality
  23. 23. “TO EARN THE RESPECT (AND EVENTUALLY LOVE) OF YOUR CUSTOMERS, YOU FIRST HAVE TO RESPECT THOSE CUSTOMERS. THAT IS WHY GOLDEN RULE BEHAVIOR IS EMBRACED BY MOST OF THE WINNING COMPANIES.” – COLLEEN BARRETT, PRESIDENT EMERITUS, SOUTHWEST AIRLINES Tweet! @dsmy/@sevenality
  24. 24. THANKS! QUESTIONS? David Yarde Partner and Creative Director at Sevenality Organizer for UX Orlando Also known as Batman Twitter: @dsmy E-mail: david@sevenality.com Slideshare: www.sevenality.com/blog

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