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Robust Data
DIANE S VARNER
DIGITAL STRATEGIST
Robust Data
@dsvarner @dsvarner dvarnercommunications.com
Robust Data
Who am I? I coordinate data for integrated marketing
packages.
• Track health of packages through various methods
• Internal KPIs
• Google Analytics (Traffic, Content, Audience)
• Hubspot (List and data management)
In short, I am a data super hero. Like Trinity.
Robust Data
Tech Marketing
Magic
Robust Data
Data tells a story.
• It tells you how your digital kingdom operates, If
you know what to look for.
• It tells you where people go, what they like to use,
what they like to see.
• And you help build their experience, nudging them
where you think they might like.
Robust Data
Definitions & Clarifications
• CRM – Refers to Customer Relationship Management
• Salesforce, Hubspot
• Analytics – Information resulting from systematic
analysis of data
• Google Analytics, Abobe Omniture
Robust Data
CRM data
• Hubspot
• Captures user data through form conversion
• Subscription list, gated content, shopping cart
(account set up)
• Cookies users and provides information based on
user interaction
• Once users convert, you collect better data on
user engagement
Robust Data
Google Analytics
• Implementation of basic analytics provides wholesale,
anonymous data on users
• How people find you, where they come from, what
they touch, and their journey through your site
• More advanced – Google Tag Manager
• Provides a robust tagging system to track how users
interact with content, campaigns
• eCommerce solutions
Robust Data
Real life example
Let’s say your website is like a grocery store.
• What would your analytics tell you?
• What would your CRM tell you?
• Big data v. Small Data
Robust Data
Google Analytics – Store data
• How many patrons? When they visit?
• Where your patrons come from: city, state,
country
• How they get to your store: bus, car, walk, Uber
• What aisles they walk down, what products they
look at, what items they buy
• This is BIG data
Robust Data
Hubspot – Store data
• Diane lives in Philadelphia, works in digital marketing,
prefers self-checkout
• She is more likely to buy fruits and vegetables on sale than
use coupons for processed food
• She has considered buying Lipton tea but prefers Tazo
English breakfast, will buy generic Splenda
• This is SMALL data
Diane: Buys Tazo tea, Noosa Yogurt, Prefers 18
pack of eggs, spends an average of $65 per week
Robust Data
Benefits of bringing these two together:
• Adjust funnels
• Nudge users
• Adjust your overall digital strategy
• Determine your retention rate, comparing New V.
Returning, with recency of visits of users in CRM
Robust Data
Obligatory Questions? Slide

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Creating Robust Analytics Experiences

  • 1. Robust Data DIANE S VARNER DIGITAL STRATEGIST
  • 2. Robust Data @dsvarner @dsvarner dvarnercommunications.com
  • 3. Robust Data Who am I? I coordinate data for integrated marketing packages. • Track health of packages through various methods • Internal KPIs • Google Analytics (Traffic, Content, Audience) • Hubspot (List and data management) In short, I am a data super hero. Like Trinity.
  • 5. Robust Data Data tells a story. • It tells you how your digital kingdom operates, If you know what to look for. • It tells you where people go, what they like to use, what they like to see. • And you help build their experience, nudging them where you think they might like.
  • 6. Robust Data Definitions & Clarifications • CRM – Refers to Customer Relationship Management • Salesforce, Hubspot • Analytics – Information resulting from systematic analysis of data • Google Analytics, Abobe Omniture
  • 7. Robust Data CRM data • Hubspot • Captures user data through form conversion • Subscription list, gated content, shopping cart (account set up) • Cookies users and provides information based on user interaction • Once users convert, you collect better data on user engagement
  • 8. Robust Data Google Analytics • Implementation of basic analytics provides wholesale, anonymous data on users • How people find you, where they come from, what they touch, and their journey through your site • More advanced – Google Tag Manager • Provides a robust tagging system to track how users interact with content, campaigns • eCommerce solutions
  • 9. Robust Data Real life example Let’s say your website is like a grocery store. • What would your analytics tell you? • What would your CRM tell you? • Big data v. Small Data
  • 10. Robust Data Google Analytics – Store data • How many patrons? When they visit? • Where your patrons come from: city, state, country • How they get to your store: bus, car, walk, Uber • What aisles they walk down, what products they look at, what items they buy • This is BIG data
  • 11. Robust Data Hubspot – Store data • Diane lives in Philadelphia, works in digital marketing, prefers self-checkout • She is more likely to buy fruits and vegetables on sale than use coupons for processed food • She has considered buying Lipton tea but prefers Tazo English breakfast, will buy generic Splenda • This is SMALL data Diane: Buys Tazo tea, Noosa Yogurt, Prefers 18 pack of eggs, spends an average of $65 per week
  • 12. Robust Data Benefits of bringing these two together: • Adjust funnels • Nudge users • Adjust your overall digital strategy • Determine your retention rate, comparing New V. Returning, with recency of visits of users in CRM