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Online Dialogue: Digital Analytics Maturity in the Netherlands

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Keynote presentation for OnlineDialogue.nl 5th anniversary. Introduction to the concept of the Digital Analytics Maturity Model with results of a survey of 98 analysts in the Netherlands.

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Online Dialogue: Digital Analytics Maturity in the Netherlands

  1. 1. BEHIND THE MATURITY SCENE Tips, lessons & anecdotes Stéphane Hamel Director of Innovation Cardinal Path google.com/+StephaneHamel @SHamelCP CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
  2. 2. Stéphane Hamel Director of Innovation shamel@cardinalpath.com Tel: 418-454-2637 Quebec City, QC, Canada Stephane Hamel @SHamelCP www.CardinalPath.com “Data is the raw material of my craft”
  3. 3. 1 | 4 | 60+ | 1000+ | 1200+ | 50000+ CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
  4. 4. ANALYTICS THE SCIENCE OF ANALYSIS HOW A BUSINESS ARRIVES AT AN OPTIMAL AND REALISTIC DECISION INFORMED BY DATA. CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
  5. 5. ANALYSIS THE PROCESS OF BREAKING A COMPLEX TOPIC INTO SMALLER PARTS TO GAIN A BETTER UNDERSTANDING OF IT. CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
  6. 6. MOST COMMON MARKETING TACTIC… CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
  7. 7. FAILURE DOESN’T MEAN THE GAME IS OVER, IT MEANS TRY AGAIN WITH EXPERIENCE CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved. Len Schlesinger, President, Babson College
  8. 8. EXPERIENCE n=98 .NL Survey Participants September 2014, Netherlands CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
  9. 9. WHERE DOES DA LIVE? CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
  10. 10. Anyone can make the simple complicated. CREATIVITY IS MAKING THE COMPLICATED SIMPLE Charles Mingus American jazzman CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
  11. 11. Online Analytics Maturity Model CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
  12. 12. MATURITY MATTERS 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 ©2014 Cardinal Path, LLC, All Rights Reserved. Credit: stock.xchng
  13. 13. 1. MANAGEMENT, GOVERNANCE & ADOPTION What is the highest job title with accountability for online performance measurement against business objectives? 5. Implicit throughout the organization 4. CXOs 3. Senior manager, VP 2. Director or team lead 1. Project Manager 0. Nobody CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
  14. 14. 2. OBJECTIVES What is the objective of your current analytics program? 5. Reinventing the business 4. Business optimization 3. eBusiness optimization 2. eMarketing optimization 1. Task list 0. Yet to be defined CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
  15. 15. 3. SCOPE What is the scope of your analysis and optimization? 5. Beyond online  offline 4. Online ecosystem 3. Single channel 2. Specific activity/sector 1. The HiPPO game 0. Improvising/ad hoc CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
  16. 16. 4. TEAM & EXPERTISE How is your online analytics team structured? 5. Empowered business users 4. Multidisciplinary team 3. Distributed team 2. Full time analyst 1. Project team or part time analyst 0. No dedicated resources CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
  17. 17. 5. CONTINUOUS IMPROVEMENT PROCESS & ANALYSIS METHODOLOGY How do you identify problems & opportunities, develop hypothesis, analyze and provide insight? 5. Agile organization (off/on-line) 4. Agile (online) 3. Proven methodology 2. We have our own methodology 1. My own way 0. No methodology CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
  18. 18. 6. LEVERAGING THE TOOLS, TECHNOLOGY & DATA INTEGRATION How sophisticated is your use of technologies? 5. CRM, Predictive analytics, Attribution 4. Multi channel, MVT, BT, Lifetime Value, RFM 3. Segments, A/B, opt., personas, KPI alerts 2. Defined outcomes/KPI/dashboard 1. Out of the box: clickstream analytics 0. TBD CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
  19. 19. .NL Survey Participants CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
  20. 20. Example Maturity assessment for a client in the gaming industry • Brought 20+ analysts and stakeholders from around the world • Conducted an internal mini-conference The results broken down by roles… CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
  21. 21. Profile: ACCOUNTABLE GOVERNANCE 5. 4. 3. 2. 1. 0. OBJECTIVES SCOPE EXPERTISE TECHNOLOGY METHODOLOGY Managers asses things are looking great! Mature and balanced CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
  22. 22. Profile: RESPONSIBLE GOVERNANCE 5. 4. 3. 2. 1. 0. OBJECTIVES SCOPE EXPERTISE TECHNOLOGY METHODOLOGY Those “doing” the work see it differently! They lack understanding of the business goal. CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
  23. 23. Profile: INFORMED GOVERNANCE 5. 4. 3. 2. 1. 0. OBJECTIVES SCOPE EXPERTISE TECHNOLOGY METHODOLOGY Business stakeholders don’t understand “how” data is used to come up with recommendations. CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
  24. 24. NEXT STEPS  Dial up or dial down effort in order to achieve alignment  Value of analytics higher when key attributes are balanced  Cultural changes takes time CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
  25. 25. bit.ly/oamm  Free  Benchmark CardinalPath.com ©2014 Cardinal Path, LLC, All Rights Reserved.
  26. 26. Stéphane Hamel Director of Innovation shamel@cardinalpath.com Tel: 418-454-2637 Quebec City, QC, Canada Stephane Hamel @SHamelCP www.CardinalPath.com “Data is the raw material of my craft”

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