The document discusses the importance of data-driven marketing and strategies to enhance digital business through analytics, user experience, and personalized content. It highlights the need for websites to adapt and learn from user interactions, comparing the technology of a Tesla to current website capabilities. The text emphasizes methodologies for improving customer experience and measuring the impact on revenue while addressing the significance of understanding user behavior.

1. #WakeUpTalks

2. Data driven
Marketing

3. @Gus_Murray
Chief Digital Strategy & Insights Officer
#australian
#NBRO
#digitalstrategist
#ultrarunner

4. FFW, What we do
Digital Business Value
Strategy Analytics Design / UX OptimizeImplement

5. Brands People
Strategy
Measurement
Creation
Distribution
Planning
Creative
Branded Content
UX
Analytics
Search
Tech
Social media
Insights
Managed Services

7. Brochures are nice,
Business tools are
better.

8. Promised this, but….

9. The better
Mousetrap

10. Data-Driven Marketing

11. COST OF
PROCESSIING
/ STORAGE
COST OF
TOOLS
ABILITY TO
MEASURE
What changed?

13. How do we move from creating
‘dumb’ sites, to sites that learn?

15. A Tesla has 12 sensors, a front-
facing camera, and a radar
system under the nose.
What does our website have?

16. We need to build
’user’ dictionaries.

17. How can we better use data?

18. Content

19. “With the purchase
of a series, we look
at what does well on
piracy sites,”
- VICE PRESIDENT OF CONTENT ACQUISITION,
KELLY MERRYMAN

22. Contextualization

24. Personalisation

30. New
Products / Services

33. Product / Service
Validation

34. vaporware |ˈvāpərˌwer | (Brit. vapourware)
noun Computing, informal
software or hardware that has been advertised but is not yet available to buy, either
because it is only a concept or because it is still being written or designed.

36. 24 Hours
Unique visitors: 803
Pages/Visit: 3.53
Early Adopter
Signups: 92

44. Marketing / Media

46. >The 4 Hour Work Week
>Broadband and White Sand
>Millionaire Chameleon

48. I’m ok…?!

49. How can we help?

50. DEFININE
OBJECTIVE /
PURPOSE
SETUP
METRICS
TEST
HYPOTHESIS
First things first:

51. REMOVING
USER
FRICTION

53. IDENTIFY PROBLEM
SECTIONS
IDENTIFY USER PAIN
POINTS
TEST
Build/Test :: Measure :: Learn

54. CUSTOMER EXPERIENCE
OPPORTUNITY
REVENUE
EXPENDITURE
Methodology: C.O.R.E.

55. CUSTOMER EXPERIENCE
OPPORTUNITY
REVENUE
EXPENDITURE
THE POTENTIAL
POSITIVE IMPACT ON
THE USER’S EXPERIENCE
Methodology: C.O.R.E.

56. CUSTOMER EXPERIENCE
OPPORTUNITY
REVENUE
EXPENDITURE
Methodology: C.O.R.E.
AMOUNT OF
USERS AFFECTED

57. CUSTOMER EXPERIENCE
OPPORTUNITY
REVENUE
EXPENDITURE
Methodology: C.O.R.E.
THE POTENTIAL FOR
THE IDEA TO IMPACT REVENUE

58. CUSTOMER EXPERIENCE
OPPORTUNITY
REVENUE
EXPENDITURE
Methodology: C.O.R.E.
THE COST AND THE SPEED
WITH WHICH IT COULD
BE IMPLEMENTED

59. Brands People
Strategy
Measurement
Analytics
Implementation
Planning
Creative
Branded Content
UX
Search
Tech
Social media
Insights
Managed Services

60. “If you live in Chicago, Amazon
doesn’t have to know it’s snowing,
but they know you’re neighbour
just bought a shovel and eight
pounds of salt”
- Russel Glass, The Big Data-Driven Business

61. Questions?
Gus.murray@ffwagency.com
Thank you!

62. Analytics Setup – Understanding how to track key
customers, potential leads and lost opportunities.
Upcoming Workshop: