10 years of hard learned analytics wisdom in 20 minutes

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eMetrics Tour 2013 - sharing concepts and lessons learned about developing and growing a data-driven culture and the importance of digital analytics within the organization.

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  • Define analytics
  • You claim to be “analysts”, right?Don’t you think business optimization is much more complex than your own job?How can you expect to optimize business processes if you can’t even optimize your own job and keep complaining “it’s hard?”How can you build trust & confidence from management?
  • We can complain… or be creative and do something about it! Make our job simpler!
  • Successful organizations show attention to details (fix them, make them just slightly better) and are creative in their approach. And to do so, you essentially have 3 colors: people, process and technology. It’s only trough the right blend that you’ll be able to achieve success.Too often, web analytics only looks at “technology”You can’t optimize 1 thing by a 1000% but you can optimize 1000 things by 1%
  • I decided to do something about it – and it’s been two years since I started to look at what/why are some organizations successful at web analytics while so many others fail.We need to understand how we can go from ad hob, where everything we do is new and unknown, to a much more disciplined and mature approach to analytics.
  • http://www.flickr.com/photos/lemongraphic/6771016343/in/photostream
  • No salvation withoutThe webCRMSecond LifeFacebookMobileTwitterPinterest… a goal
  • Setting the table – whyisitthatsomanycompaniesfail and a few outperform?What are the drivers of success?
  • http://blog.linkedin.com/2013/01/07/richard-bransons-secrets-to-success/
  • http://www.kaushik.net/avinash/brand-measurement-analytics-metrics-branding-campaigns/
  • 10 years of hard learned analytics wisdom in 20 minutes

    1. 1. @SHamelCPCardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.
    2. 2. ANALYTICS THE SCIENCE OF ANALYSIS HOW AN ORGANIZATION ARRIVES AT AN OPTIMAL AND REALISTIC DECISION INFORMED BY DATA.CardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.
    3. 3. ANALYSISTHE PROCESS OFBREAKING A COMPLEXTOPIC INTO SMALLERPARTS TO GAIN A BETTERUNDERSTANDINGOF IT.CardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.
    4. 4. ANALYTICS = Context + Data + CreativityCardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.
    5. 5. MOST COMMON MARKETING STRATEGY…CardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.
    6. 6. MOST COMMON MEASUREMENT STRATEGY…CardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.
    7. 7. TO UNDERSTAND DATA YOU MUST ENGAGE IN THE WORLDCardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.
    8. 8. Data is the raw material of our craft.Photo credit: BRAD J. GOLDBERG, bradjgoldberg.comCardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.
    9. 9. Anyone can make the simple complicated. CREATIVITY IS MAKING THE COMPLICATED SIMPLE Charles Mingus American jazzmanCardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.
    10. 10. ATTENTION TO DETAILS & CREATIVITY IN A CONTINOUS IMPROVEMENT PROCESS.CardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.
    11. 11. DIGITAL ANALYTICS MATURITY If you lack a disciplined, explicitly defined analytics processes, accountabilities and scope, you simply can’t extract the value from your analytics investments. Immaturity reflected by ad-hoc and non-holistic approach to leveraging data-driven decision making.CardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.
    12. 12. Key Areas Management, G overnance, Ado ption 5 4 Tools, Technolo 3 gy & Data Objectives Integration 2 1 0 Continuous Improvement Scope Process & Methodology Team & ExpertiseCardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.
    13. 13. PROCESS SETS STRATEGY FREECardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.
    14. 14. Photo credit: Ray Ong CardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.
    15. 15. DOOMSDAYDIDN’THAPPENCardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.
    16. 16. FUTURE RISK THE WILL BE INVENTED THROUGH INFORMEDCardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.
    17. 17. FAILURE DOESN’T MEAN THE GAME IS OVER, IT MEANS TRY AGAIN WITH EXPERIENCECardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.
    18. 18. Q) If you lost it all - what would be the first thing you would do to try and rebuild your success? A) You have to DEFINE what SUCCESS is.CardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.
    19. 19. SHARING KNOWLEDGE STRENGTHEN YOUR OWNCardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.
    20. 20. TRAPPED IN THE INFINITE LOOP OF LEARNINGCardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.
    21. 21. bit.ly/oammCardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.
    22. 22. Stéphane HamelDirector of Strategic Services Quebec City, QC, Canada Stephane Hamelshamel@cardinalpath.com @SHamelCPTel: 418-454-2637 www.CardinalPath.com

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