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Why you should care about digital transformation and optimization
Analytics matters
30/03/2018 Business plan Hub'Scan 2018 - Confidential 2
Sveiki!
•@juliencoquet
•Digital analytics industry veteran
•Expert consultant, evangelist, speaker, author
•VP, Product Management @ Hub’Scan
•Mentor for team of 40+ consultants @ Orange
October 2018 Analytics Matters – LOOP Riga 2018 - Public 3
Speaker bio - Julien Coquet
Is it 2019
already?
October 2018 Analytics Matters – LOOP Riga 2018 - Public 4
Just to make sure…
30/03/2018 Business plan Hub'Scan 2018 - Confidential 5
Digital
(dɪdʒətəl)
October 2018 Analytics Matters – LOOP Riga 2018 - Public 6
What is this "digital" that you speak of?
Digital
!= digits (fingers)
== digits (numbers)
== using Internet-related tech
October 2018 Analytics Matters – LOOP Riga 2018 - Public 7
Autobots, transform and roll out!
Transformation
• a change in form, nature,
or appearance
• a process by which one function
is converted into another one of
similar value.
October 2018 Analytics Matters – LOOP Riga 2018 - Public 8
Are you a one or a zero?
INPUTS OUTPUTS
0010000100011101 0010000100011101
MyCompany SIA 2.0
October 2018 Analytics Matters – LOOP Riga 2018 - Public 9
Great, so why do it?
Impact
• "Not just using e-mail"
• Optimization of all departments/services
• Looking for new business in new places
• Digital marketing!
€
Who here
has a website?
October 2018 Analytics Matters – LOOP Riga 2018 - Public 10
Just to make sure…
Why?
October 2018 Analytics Matters – LOOP Riga 2018 - Public 11
Really?
October 2018 Analytics Matters – LOOP Riga 2018 - Public 12
Not affiliated with a church.
Conversion
• Purchases
• Account creation
• Sign-ups
• Content consumption
ROI is King
October 2018 Analytics Matters – LOOP Riga 2018 - Public 13
It's funny because I'm French
Digital Analytics
"encompasses the collection, measurement, analysis,
visualisation and interpretation of digital data illustrating user
behaviour on websites, mobile sites and mobile applications."
- Digital Analytics Association (DAA)
October 2018 Analytics Matters – LOOP Riga 2018 - Public 14
Great, more numbers!
October 2018 Analytics Matters – LOOP Riga 2018 - Public 15
Great, more numbers!
Data!
• Collect it!
• Segment it!
• Activate it!
• Profit!
October 2018 Analytics Matters – LOOP Riga 2018 - Public 16
Welcome to our new robot overlords
Keep going
• Big Data
• Machine Learning
• Predictive Analytics
• Artificial Intelligence
30/03/2018 Business plan Hub'Scan 2018 - Confidential 17
Real-life
examples
October 2018 Analytics Matters – LOOP Riga 2018 - Public 18
Major global players
October 2018 Analytics Matters – LOOP Riga 2018 - Public 19
I'm so worth it
Cosmetics
• Understanding market share
• Influencer marketing
• Heavy attribute collection
• Brand-to-store
October 2018 Analytics Matters – LOOP Riga 2018 - Public 20
Motion & emotion
Automotive
• Vehicle configuration
• Heavy attribute collection
• Dealer locator
• Data-driven CRM
October 2018 Analytics Matters – LOOP Riga 2018 - Public 21
Not Viagra
Pharma
• Indirect marketing & conversions
• Heavy attribute collection
• Migrating to full-digital
• Drive CRM from HCPs to sales
30/03/2018 Business plan Hub'Scan 2018 - Confidential 22
Takeaways
October 2018 Analytics Matters – LOOP Riga 2018 - Public 23
Today I learned…
• Digitize all processes if possible
• Collect just the data you need
• ROI, ROI, ROI
• Always Be Testing
• A leading QA platform
• Massive tag verification
• Check against your tagging plan
• Record and replay user journeys
• GDPR compliance audits
• Web & mobile apps
About Hub'Scan
hub-scan.com
@hubscan
October 2018 Analytics Matters – LOOP Riga 2018 - Public 24
Hub'Scan
October 2018 Analytics Matters – LOOP Riga 2018 - Public 25
Hub'Scan
October 2018 Analytics Matters – LOOP Riga 2018 - Public 26
Pages are not tagged
Analytics data does not match requirements
Punish your
front-end developer
Save time running boring audits
How many Google Analytics
accounts do you need?!
Hub'Scan
October 2018 Analytics Matters – LOOP Riga 2018 - Public 27
AUDIT
MOBILE
APPS!
Hub'Scan
October 2018 Analytics Matters – LOOP Riga 2018 - Public 28
NOW
WITH
GDPR AUDITS!
30/03/2018 Business plan Hub'Scan 2018 - Confidential 29
Paldies!(I lied)

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Analytics Matters - LOOP Riga 2018

  • 1. Why you should care about digital transformation and optimization Analytics matters
  • 2. 30/03/2018 Business plan Hub'Scan 2018 - Confidential 2 Sveiki!
  • 3. •@juliencoquet •Digital analytics industry veteran •Expert consultant, evangelist, speaker, author •VP, Product Management @ Hub’Scan •Mentor for team of 40+ consultants @ Orange October 2018 Analytics Matters – LOOP Riga 2018 - Public 3 Speaker bio - Julien Coquet
  • 4. Is it 2019 already? October 2018 Analytics Matters – LOOP Riga 2018 - Public 4 Just to make sure…
  • 5. 30/03/2018 Business plan Hub'Scan 2018 - Confidential 5 Digital (dɪdʒətəl)
  • 6. October 2018 Analytics Matters – LOOP Riga 2018 - Public 6 What is this "digital" that you speak of? Digital != digits (fingers) == digits (numbers) == using Internet-related tech
  • 7. October 2018 Analytics Matters – LOOP Riga 2018 - Public 7 Autobots, transform and roll out! Transformation • a change in form, nature, or appearance • a process by which one function is converted into another one of similar value.
  • 8. October 2018 Analytics Matters – LOOP Riga 2018 - Public 8 Are you a one or a zero? INPUTS OUTPUTS 0010000100011101 0010000100011101 MyCompany SIA 2.0
  • 9. October 2018 Analytics Matters – LOOP Riga 2018 - Public 9 Great, so why do it? Impact • "Not just using e-mail" • Optimization of all departments/services • Looking for new business in new places • Digital marketing! €
  • 10. Who here has a website? October 2018 Analytics Matters – LOOP Riga 2018 - Public 10 Just to make sure…
  • 11. Why? October 2018 Analytics Matters – LOOP Riga 2018 - Public 11 Really?
  • 12. October 2018 Analytics Matters – LOOP Riga 2018 - Public 12 Not affiliated with a church. Conversion • Purchases • Account creation • Sign-ups • Content consumption
  • 13. ROI is King October 2018 Analytics Matters – LOOP Riga 2018 - Public 13 It's funny because I'm French
  • 14. Digital Analytics "encompasses the collection, measurement, analysis, visualisation and interpretation of digital data illustrating user behaviour on websites, mobile sites and mobile applications." - Digital Analytics Association (DAA) October 2018 Analytics Matters – LOOP Riga 2018 - Public 14 Great, more numbers!
  • 15. October 2018 Analytics Matters – LOOP Riga 2018 - Public 15 Great, more numbers! Data! • Collect it! • Segment it! • Activate it! • Profit!
  • 16. October 2018 Analytics Matters – LOOP Riga 2018 - Public 16 Welcome to our new robot overlords Keep going • Big Data • Machine Learning • Predictive Analytics • Artificial Intelligence
  • 17. 30/03/2018 Business plan Hub'Scan 2018 - Confidential 17 Real-life examples
  • 18. October 2018 Analytics Matters – LOOP Riga 2018 - Public 18 Major global players
  • 19. October 2018 Analytics Matters – LOOP Riga 2018 - Public 19 I'm so worth it Cosmetics • Understanding market share • Influencer marketing • Heavy attribute collection • Brand-to-store
  • 20. October 2018 Analytics Matters – LOOP Riga 2018 - Public 20 Motion & emotion Automotive • Vehicle configuration • Heavy attribute collection • Dealer locator • Data-driven CRM
  • 21. October 2018 Analytics Matters – LOOP Riga 2018 - Public 21 Not Viagra Pharma • Indirect marketing & conversions • Heavy attribute collection • Migrating to full-digital • Drive CRM from HCPs to sales
  • 22. 30/03/2018 Business plan Hub'Scan 2018 - Confidential 22 Takeaways
  • 23. October 2018 Analytics Matters – LOOP Riga 2018 - Public 23 Today I learned… • Digitize all processes if possible • Collect just the data you need • ROI, ROI, ROI • Always Be Testing
  • 24. • A leading QA platform • Massive tag verification • Check against your tagging plan • Record and replay user journeys • GDPR compliance audits • Web & mobile apps About Hub'Scan hub-scan.com @hubscan October 2018 Analytics Matters – LOOP Riga 2018 - Public 24
  • 25. Hub'Scan October 2018 Analytics Matters – LOOP Riga 2018 - Public 25
  • 26. Hub'Scan October 2018 Analytics Matters – LOOP Riga 2018 - Public 26 Pages are not tagged Analytics data does not match requirements Punish your front-end developer Save time running boring audits How many Google Analytics accounts do you need?!
  • 27. Hub'Scan October 2018 Analytics Matters – LOOP Riga 2018 - Public 27 AUDIT MOBILE APPS!
  • 28. Hub'Scan October 2018 Analytics Matters – LOOP Riga 2018 - Public 28 NOW WITH GDPR AUDITS!
  • 29. 30/03/2018 Business plan Hub'Scan 2018 - Confidential 29 Paldies!(I lied)