My presentation at ProductCamp Helsinki: "Analytics is the Bookkeeping of Marketing." The world is full of data and yet so many organizations struggle to use it wisely. Analytics is the bookkeeping of marketing – like profit and balance sheets are for the business. In this session Petri is covering common pitfalls of analytics. He is also showing Google Analytics auditing results and telling about couple of advanced analytics examples.

1. OMNICOM EVIDENCE
Insight | Foresight | Analytics | Data Science | Consulting

2. @mertanen
Director, Digital Analytics @OMD_Fi

3. ANALYTICS IS THE
BOOKKEEPING OF MARKETING

4. ANALYTICS IS THE BOOKKEEPING OF MARKETING
CONTENT:
Analytics is easy to start
Results from Google Analytics audits
Multiple sources of data
Data silos vs. integration
Advanced analytics examples
4
Econometrics
Digital
Attribution
Linear

5. ANALYTICS IS EASY TO START
5
Just place the snippet in website and “enjoy” multiple reports.
Econometrics
Linear

6. 6
Econometrics
Linear

7. GOOGLE ANALYTICS AUDIT RESULTS
41%
HAS OUTDATED
TRACKING CODE
71%
NO TAG
MANAGEMENT
SYSTEM IN PLACE
Audit data by @super_analytics. Audit included +40 check points.
DON’T GET NEW GOOGLE
ANALYTICS FEATURES
MISS COST EFFECTIVE,
FLEXIBLE AND MODERN
WAY TO WORK

8. GOOGLE ANALYTICS AUDIT RESULTS
49%
NO DECENT
CAMPAIGN
TRACKING
91%
SPAM & BOT
TRAFFIC NOT
EXCLUDED
Many companies suffer from poor data quality.
POOR DATA QUALITY
FOR TRAFFIC SOURCES
POOR DATA QUALITY
FOR OVERALL TRAFFIC

9. GOOGLE ANALYTICS AUDIT RESULTS
79%
NO EVENT
TRACKING IN
PLACE
80%
NO GOAL
TRACKING IN
PLACE
Many companies miss relevant data and optimization.
MISS RELEVANT
DATA FOR
BUSINESS
CAN’T OPTIMIZE MEDIA
SPEND AND WEBSITE
AGAINST GOALS

10. 10
Econometrics
Linear
We’ll see
what kind of
data we
get from
Google
Analytics
by default
We’ll define
what data
we need &
implement
Google
Analytics
accordingly
WEB ANALYTICS IMPLEMENTATION

11. 11
Econometrics
Linear
QUALITATIVE DATA: HEATMAP

12. 12
Econometrics
Linear
RESEARCH DATA: NPS SURVEY

13. 13
Econometrics
Linear
CUSTOMER DATA: CRM

14. 14
Econometrics
Linear
ADVERTISING DATA: ADFORM

15. Econometrics
Linear

16. Econometrics
Linear

17. 17
Customer
Database
Research
Database
Advertising
Platform
Qualitative
Data
Web Analytics
Data
DATA IN SILOS

18. 18
Omnicom
Big Data
Platform
DMP
Website
Analytics
CRM
Atlas
Sales
Data
Ad serving
& DSP
Cross-device
Data
Accurate
target group
pool
Global
perspective
Constant
customer
insight
Real-time
ROI / ROAS / ROMI
modelling
Data driven
content
creation
Data driven
creative design
Adaptive
business
model

19. Correlation & Time Lag
StartDate
-1-2-3-4-5-6-7-8-9-11-12 -10
Weeks Before Purchase
StrengthofCorrelation
Newsletter
Signup Page
About Page
Product
Page
Demo
Page
Store
Locator
Page
Days Before Purchase
Visits >
60s
Hotspot
Video
Play
• 1-3 Months before thy buy or switch,
people might visit the product page, find
out about the products and company in
general, and consider requesting more
information
• Some weeks before they buy, they might
start considering finding an agent, or
finding out about booking a demo.
• Some weeks before they buy, people
might use the site more intensely and for
longer visits, engaging with interactive
elements deep within the site.

20. 20
Econometrics
Linear
MARKETING & SALES MODELLING
=
Response
Method has
proven track
record for:
• Sales data
• Sales leads
• Customer churn
+ +
MediaCompetitor
behavior
=
DistributionSeasonality
Typical data
Macro factors
Media data
Competitors media
data
Weather data
Calendar
Market data
Below the line activities
Response
…Based on available data
Mathematical & statistical analysis…
+

21. EXAMPLE: VISUALIZATION -
FROM DATA TO DASHBOARDS
21
Our web-based
reporting tools sit
on top of our data
architecture,
enabling clients to
make fast and
informed decisions.
It works, as real
time, as the data
arrives.

22. 22
Econometrics
Linear
yES!

23. OMNICOM EVIDENCE
Petri Mertanen, Director, Digital Analytics
petri.mertanen@omnicommediagroup.com, +358 400 792 616