Measuring your Organization's Digital Analytics Maturity

2,318 views

Published on

Presented at the eMetrics Marketing Optimization Summit, Boston, fall 2013.
- Definitions of analytics & analysis
- How a "model" can help
- Six critical process areas to win at digital analytics
- Benchmark
- Real-life example
- Homework :)

More info at http://DigitalAnalyticsMaturity.org

Published in: Marketing, Technology, Business
0 Comments
16 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,318
On SlideShare
0
From Embeds
0
Number of Embeds
36
Actions
Shares
0
Downloads
0
Comments
0
Likes
16
Embeds 0
No embeds

No notes for slide
  • http://farm6.staticflickr.com/5256/5530819321_e576e1c2c4_o.jpg
  • I’ve been teaching the UBC Award of Achievement in Web Analytics to nearly 600 students. So I thought it would be useful to look back at some definitions.What is analytics? “science of analysis” is too simple…Key elements: “optimal AND (not OR!) realistic” – we know what’s best, but we’re “constrained” in some ways (think any of the business success criteria!)
  • I’ve been teaching the UBC Award of Achievement in Web Analytics to nearly 600 students. So I thought it would be useful to look back at some definitions.What is analytics? “science of analysis” is too simple…Key elements: “optimal AND (not OR!) realistic” – we know what’s best, but we’re “constrained” in some ways (think any of the business success criteria!)
  • 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?
  • 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://upload.wikimedia.org/wikipedia/commons/3/30/Sharpened_pencil_next_to_sheet_paper.jpg
  • http://upload.wikimedia.org/wikipedia/commons/1/17/Hippopotamus_-_04.jpg
  • http://farm4.staticflickr.com/3067/2945260782_31c4464eca_o.jpg
  • http://i.images.cdn.fotopedia.com/flickr-1569800716-hd/Sydney/Landmarks/Luna_Park_Sydney/Luna_Park_Sydney.jpg
  • http://upload.wikimedia.org/wikipedia/commons/0/0a/Eastern_Grey_Squirrel.jpg
  • http://upload.wikimedia.org/wikipedia/commons/8/82/Watch_automatic_mainspring.jpg
  • http://upload.wikimedia.org/wikipedia/commons/8/82/Watch_automatic_mainspring.jpg
  • http://upload.wikimedia.org/wikipedia/commons/4/44/The_Prague_Astronomical_Clock_in_Old_Town_-_8549.jpg
  • http://farm6.staticflickr.com/5102/5613905882_e0b27e844d_b.jpg
  • http://upload.wikimedia.org/wikipedia/commons/e/ee/Apples.jpgGoogledefin:benchmark = A standard or point of reference against which things may be compared or assessed.
  • Director/VP-leveleMarketing/eBusinesssingle-channelfull time analystown methodologydefined outcomes/KPIs/dashboards
  • http://upload.wikimedia.org/wikipedia/commons/8/82/Watch_automatic_mainspring.jpg
  • http://upload.wikimedia.org/wikipedia/commons/0/03/Louis_Sergent,_16,_who_is_in_his_first_year_at_high_school,_does_his_homework._Both_he_and_his_father_are_determined..._-_NARA_-_541288.jpg
  • Do a self-assessment – contribute to the evolution of OAMM and see what is your footprint (in beta)
  • Measuring your Organization's Digital Analytics Maturity

    1. 1. Source: Wikipedia
    2. 2. Adapted fom Wikipedia
    3. 3. Adapted from Wikipedia
    4. 4. Credit: stock.xchng
    5. 5. What is the objective of your current analytics program?
    6. 6.
    7. 7. How is your online analytics team structured?
    8. 8.  Get down to earth  Fix your issues  Gain experience  Maintain balance
    9. 9. n=101 United States, 2013-03-01 – 2013-09-24
    10. 10. • • • •
    11. 11. 33
    12. 12. 34
    13. 13. 35
    14. 14. Stéphane Hamel Director of Innovation shamel@cardinalpath.com Tel: 418-454-2637 Quebec City, QC, Canada Stephane Hamel @SHamelCP www.CardinalPath.com

    ×