SlideShare a Scribd company logo
GET MORE
VALUE FROM
YOUR DATA
DO YOU USE DATA TO MAKE
DECISIONS ON HOW BEST TO MARKET
TO YOUR CUSTOMER?
A) ALWAYS
B) OFTEN
C) SOMETIMES
D) RARELY
E) NEVER
F) TOO EMBARRASSED TO SAY
“25% OF MARKETERS USE ANALYTICS TO
DRIVE ACTIONABLE RECOMMENDATIONS,
WHILE A FURTHER 60% ARE ‘SOMETIMES’ ABLE
TO MAKE DATA-DRIVEN DECISIONS.”
Econsultancy research, 2017
HOW DO 75% OF MARKETERS DECIDE
WHAT TO DO “MOST OF THE TIME”?
DATA HELPS ME MAKE SOME DECISIONS BUT
MOST OF THE TIME I GO WITH MY INSTINCT AS A
MARKETER
A) STRONGLY AGREE
B) AGREE
C) DISAGREE
D) STRONGLY DISAGREE
A BAT AND BALL COST $1.10, THE BAT
COSTS ONE DOLLAR MORE THAN THE
BALL, HOW MUCH DOES THE BALL
COST?
THE BALL COSTS:
A) 1¢
B) 2¢
C) 5¢
D) 6¢
E) 10¢
F) 15¢
G) 20¢
x + ($1.00 + x) = $1.10
$1.00 + 2x = $1.10
2x = $1.10 – $1.00
2x = $0.10
x = $0.05
“intuition is nothing more and
nothing less than recognition”
Daniel Kahneman
USE ME
BUT
CHECK
ME
USE ME
MUCH,
MUCH
MORE
Intuition
Involuntary control
Effortlessness
Speed
Innate skills
Reflex
Reason
Effort
Analytics
Constructed
Thoughts
Concentration
Patience
WHAT GETS
IN YOUR
WAY?
1)
OBJECTIVES
CREATE THE MOST CUSTOMER-CENTRIC, SMARTEST ORGANISATION
FREE OUR DATA TO POWER EVERY ASPECT OF OUR CUSTOMER EXPERIENCE
FASTER, MORE
VALUABLE
INNOVATION
REDUCED WASTAGE IN
MARKETING AND
SERVICE
IMPROVED MARKET
SHARE AND BRAND
POSITION
OPTIMAL COST PER
ACQUISITION & COST
TO SERVICE
VISION
MISSION
STRATEGIC THEMES
STRATEGIC RESULTS
INCREASED CUSTOMER
LIFETIME VALUE
ONE TO ONE
CUSTOMER
EXPERIENCE
2)
CHOOSING
WHERE
TO
START
MUCH OF THE TIME I SPEND ON
ANALYSIS IS TAKEN UP
CONSOLIDATING CAMPAIGN RESULTS
FOR REPORTING
A) STRONGLY AGREE
B) AGREE
C) DISAGREE
D) STRONGLY DISAGREE
KNOWN KNOWNS
Things we know, we know
campaign engagement
metrics
UNKNOWN KNOWNS
Things we think we know, but
haven’t measured
Customers are more likely to
respond on a Wednesday
KNOWN UNKNOWNS
Things we know, we don’t
know
Next best action/product
UNKNOWN UNKNOWNS
Things we’re not even
aware we don’t know
?
PRIORITIS
E
CHOOSING WHERE TO START
EXPLORE
AUTOMATE
TEST
FINDING UNKNOWN UNKNOWNS
Do things that don’t scale
Do things that do scale
Look everywhere
(not just data you have at hand)
3)
DISCONNECTEDNESS
IN MY ORGANISATION DATA IS…
A) OPEN AND SYSTEMATICALLY
SHARED BETWEEN TEAMS
B) AVAILABLE ON REQUEST
C) ACCESSIBLE TO A PRIVILEGED
FEW
D) COMPLETELY SILOED
PLANNING
Strategy, Organisation, Business Process
EXECUTION
Operational excellence, Technical Expertise
ANALYTICS
& INSIGHT
Analysis, Forecasting
ANALYTICS & INSIGHT
EXPERIMENTATION,
OPTIMISIATION
UNKNOWN KNOWN,
KNOWN UNKNOWN
OPPORTUNITY,
DISCOVERY,
INNOVATION
KNOWN UNKNOWN,
UNKNOWN
UNKNOWN
PLANNING EXECUTION
YOUR DATA UNIVERSE
KNOWN
DEMOGRAPHIC
DATA
TRANSACTIONA
L DATA
CHANNEL
ACTIVITY
DATA
CUSTOMER
SERVICE
DATA
3RD PARTY
DATA
PRODUCT
DATA
THINGS
YOU COULD
ASK
RETAIL
DATA
PUBLIC
DOMAIN
DATA
2ND PARTY
DATA
MARKET
RESEARCH
BENCHMARK
DATA
OTHER
CHANNEL
DATA
IS BIGGER THAN JUST YOUR
DATA
4)
ENTHUSIASM
SINKS
CHANGING
PRIORITIES
You don’t have to do it, so
you don’t do it
(you don’t know the value of
it, so why would you do it?)
CHANGING
CONSUMER
S
What’s the point? In a year people
won’t even be using the internet
anymore
INNOVATIVE
DISTRACTION
S
Let’s wait, that will be really
easy/redundant when we have a
DMP/AI/etc.
CHALLENGIN
G
TECHNOLOG
Y
It’s just so hard to get at my
data
CREATE THE MOST CUSTOMER-CENTRIC, SMARTEST ORGANISATION
FREE OUR DATA TO POWER EVERY ASPECT OF OUR CUSTOMER EXPERIENCE
FASTER, MORE
VALUABLE
INNOVATION
REDUCED WASTAGE IN
MARKETING AND
SERVICE
IMPROVED MARKET
SHARE AND BRAND
POSITION
OPTIMAL COST PER
ACQUISITION & COST
TO SERVICE
VISION
MISSION
STRATEGIC THEMES
STRATEGIC RESULTS
INCREASED CUSTOMER
LIFETIME VALUE
ONE TO ONE
CUSTOMER
EXPERIENCE
5)
RABBIT
HOLES
KEEPING FOCUS
PICK TWO
DECISION
FOCUSED
MEANINGFU
L
(to customer
experience)
INTERESTIN
G
(to you)
VALUABLE
(to business)
1. SET MEANINGFUL OBJECTIVES
2. STRUCTURE YOUR APPROACH TO DISCOVERY
3. AUTOMATE WHAT YOU CAN, PRIORITISE WHAT YOU
CAN’T
4. FREE YOUR DATA & ANALYTICS
5. STAY FOCUSED AND PURPOSEFUL
GET MORE VALUE FROM YOUR
DATA

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Cheetah Digital Data Masterclass_How to get more value from your data

  • 2. DO YOU USE DATA TO MAKE DECISIONS ON HOW BEST TO MARKET TO YOUR CUSTOMER? A) ALWAYS B) OFTEN C) SOMETIMES D) RARELY E) NEVER F) TOO EMBARRASSED TO SAY
  • 3. “25% OF MARKETERS USE ANALYTICS TO DRIVE ACTIONABLE RECOMMENDATIONS, WHILE A FURTHER 60% ARE ‘SOMETIMES’ ABLE TO MAKE DATA-DRIVEN DECISIONS.” Econsultancy research, 2017
  • 4.
  • 5. HOW DO 75% OF MARKETERS DECIDE WHAT TO DO “MOST OF THE TIME”?
  • 6.
  • 7. DATA HELPS ME MAKE SOME DECISIONS BUT MOST OF THE TIME I GO WITH MY INSTINCT AS A MARKETER A) STRONGLY AGREE B) AGREE C) DISAGREE D) STRONGLY DISAGREE
  • 8. A BAT AND BALL COST $1.10, THE BAT COSTS ONE DOLLAR MORE THAN THE BALL, HOW MUCH DOES THE BALL COST?
  • 9. THE BALL COSTS: A) 1¢ B) 2¢ C) 5¢ D) 6¢ E) 10¢ F) 15¢ G) 20¢
  • 10. x + ($1.00 + x) = $1.10 $1.00 + 2x = $1.10 2x = $1.10 – $1.00 2x = $0.10 x = $0.05
  • 11. “intuition is nothing more and nothing less than recognition” Daniel Kahneman
  • 12. USE ME BUT CHECK ME USE ME MUCH, MUCH MORE Intuition Involuntary control Effortlessness Speed Innate skills Reflex Reason Effort Analytics Constructed Thoughts Concentration Patience
  • 15. CREATE THE MOST CUSTOMER-CENTRIC, SMARTEST ORGANISATION FREE OUR DATA TO POWER EVERY ASPECT OF OUR CUSTOMER EXPERIENCE FASTER, MORE VALUABLE INNOVATION REDUCED WASTAGE IN MARKETING AND SERVICE IMPROVED MARKET SHARE AND BRAND POSITION OPTIMAL COST PER ACQUISITION & COST TO SERVICE VISION MISSION STRATEGIC THEMES STRATEGIC RESULTS INCREASED CUSTOMER LIFETIME VALUE ONE TO ONE CUSTOMER EXPERIENCE
  • 17. MUCH OF THE TIME I SPEND ON ANALYSIS IS TAKEN UP CONSOLIDATING CAMPAIGN RESULTS FOR REPORTING A) STRONGLY AGREE B) AGREE C) DISAGREE D) STRONGLY DISAGREE
  • 18. KNOWN KNOWNS Things we know, we know campaign engagement metrics UNKNOWN KNOWNS Things we think we know, but haven’t measured Customers are more likely to respond on a Wednesday KNOWN UNKNOWNS Things we know, we don’t know Next best action/product UNKNOWN UNKNOWNS Things we’re not even aware we don’t know ? PRIORITIS E CHOOSING WHERE TO START EXPLORE AUTOMATE TEST
  • 19. FINDING UNKNOWN UNKNOWNS Do things that don’t scale Do things that do scale Look everywhere (not just data you have at hand)
  • 20.
  • 22. IN MY ORGANISATION DATA IS… A) OPEN AND SYSTEMATICALLY SHARED BETWEEN TEAMS B) AVAILABLE ON REQUEST C) ACCESSIBLE TO A PRIVILEGED FEW D) COMPLETELY SILOED
  • 23. PLANNING Strategy, Organisation, Business Process EXECUTION Operational excellence, Technical Expertise ANALYTICS & INSIGHT Analysis, Forecasting
  • 24. ANALYTICS & INSIGHT EXPERIMENTATION, OPTIMISIATION UNKNOWN KNOWN, KNOWN UNKNOWN OPPORTUNITY, DISCOVERY, INNOVATION KNOWN UNKNOWN, UNKNOWN UNKNOWN PLANNING EXECUTION
  • 25. YOUR DATA UNIVERSE KNOWN DEMOGRAPHIC DATA TRANSACTIONA L DATA CHANNEL ACTIVITY DATA CUSTOMER SERVICE DATA 3RD PARTY DATA PRODUCT DATA THINGS YOU COULD ASK RETAIL DATA PUBLIC DOMAIN DATA 2ND PARTY DATA MARKET RESEARCH BENCHMARK DATA OTHER CHANNEL DATA IS BIGGER THAN JUST YOUR DATA
  • 27. CHANGING PRIORITIES You don’t have to do it, so you don’t do it (you don’t know the value of it, so why would you do it?) CHANGING CONSUMER S What’s the point? In a year people won’t even be using the internet anymore INNOVATIVE DISTRACTION S Let’s wait, that will be really easy/redundant when we have a DMP/AI/etc. CHALLENGIN G TECHNOLOG Y It’s just so hard to get at my data
  • 28. CREATE THE MOST CUSTOMER-CENTRIC, SMARTEST ORGANISATION FREE OUR DATA TO POWER EVERY ASPECT OF OUR CUSTOMER EXPERIENCE FASTER, MORE VALUABLE INNOVATION REDUCED WASTAGE IN MARKETING AND SERVICE IMPROVED MARKET SHARE AND BRAND POSITION OPTIMAL COST PER ACQUISITION & COST TO SERVICE VISION MISSION STRATEGIC THEMES STRATEGIC RESULTS INCREASED CUSTOMER LIFETIME VALUE ONE TO ONE CUSTOMER EXPERIENCE
  • 30. KEEPING FOCUS PICK TWO DECISION FOCUSED MEANINGFU L (to customer experience) INTERESTIN G (to you) VALUABLE (to business)
  • 31. 1. SET MEANINGFUL OBJECTIVES 2. STRUCTURE YOUR APPROACH TO DISCOVERY 3. AUTOMATE WHAT YOU CAN, PRIORITISE WHAT YOU CAN’T 4. FREE YOUR DATA & ANALYTICS 5. STAY FOCUSED AND PURPOSEFUL GET MORE VALUE FROM YOUR DATA