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Digital Age: The Future is Here
Competitive Advantage through Intelligence & Integration
Kashif Khurshid
March 2016
Digital Age: The Future is Here
Kashif Khurshid
Sr. Strategist- Digital Analytics
Image Credit:
www.nbcnews.com
Who Am I…
Kashif Khurshid
• 10+ Years in Digital Analytics
• Lead Web Analytics Wednesdays in Houston (3 years)
• Expert in Executive Reporting, Marketing & Design
Optimization
We will Journey through the following:
Map Business Objectives with
Analytics needs
Analytics Maturity Model
The Digital Toolbox
Analytics Levers
Formula for Success
Image Credit:
xebialabs.com
The Business Objectives
Nurturing
• Heavy use of
analytics insights
• Full System
Integrations
• Higher focus on
the journey
rather than the
activity
Retention
• Slightly complex
KPI’s
• Some System
Integration
• Metrics:
Customer
Engagement,
Recency &
Frequency
Acquisition
• Few KPI’s
• Low System
Integration
• Metrics: Sales,
Traffic, CTR, CR,
& ROI
Easy Challenging
Most Focus Most Ignored
Strategic Advantage = Analytics Maturity
Analytics Maturity Model
Content/Navigation
Functionality
PathOptimization
EffectiveMarketing
Segmentation
PredictiveAnalytics
Personalization
Data Silos Real-Time
Integration
Some Integration
Moving towards on Omni-Channel Experience
Omni-Channel Optimization Requires Selecting the Right Tools
The Digital Tool Box
Analytics Call Tracking Session
Replays
Tag
Management
System
Surveys Ratings &
Reviews
Search Engine
Optimization
Social Listening
Tools
Data Insight Data
Visualization
Predictive
Modeling
Customer
Relationship
Management
A/B Testing Email & In-App
Messaging
Paid Search &
Media
Management
Content
Management
System
Categories: (Choose your Weapons)
Mobile, Web , App Marchex, Mongoose Tealeaf, ClickTale Ensighten, Tealium
Foresee, UserZoom BazaarVoice, Re-Vu
BlueKai, Quantcast,
Demandbase
Radian6, Hoot suiteConductor, SEOClarity
Tableau, Domo,
Qlikview
Revolution Analytics,
SAS, TIBCO
SalesForce,
Infusionsoft
Teamsite, DrupalKenshoo, MarinExactTarget, LocalyticsMonetate, Optimizely
ActionableIntelligence
Choose Your Weapons
•Headlines / Paragraphs
•Ratings / Reviews
•Video’s
•Calculators/ Estimation Tools
•Forms / Chat
•News Letters/ value adders/
Trials
Content &
Functionality
•UX/ ease of use / delivery
•Layout / navigation /
interactivity
•Mobile friendly
Design
•A/B Testing
•Segment Targeting
•Providing a unified experience
Personalization
•SEM
•SEO
•Display
•Email/ In App Messaging
•Social
Marketing
•Promo codes
•Product up/cross sale
•Value proposition
•guarantee
Price & Product
•Add/move services online
•High to low cost channel
•Desktop to Mobile / Gaming
•Custom Apps
•Web beacon- geo fencing
•Wearables (watches, glasses,
& etc.)
Shifts & Trends
Experience
Sales Innovation
Digital Age Formula for Success:
Analytics Integration
Competitive
Advantage
Image Credit:
www.telegraph.co.uk
THANK YOU.
Kashif Khurshid
https://www.linkedin.com/in/kashifkhurshid
Kashif.khurshid@gmail.com
Blog: www.CaptainAnalytics.com

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Digital age eMetrics Summit San Francisco

  • 1. Digital Age: The Future is Here Competitive Advantage through Intelligence & Integration Kashif Khurshid March 2016 Digital Age: The Future is Here Kashif Khurshid Sr. Strategist- Digital Analytics Image Credit: www.nbcnews.com
  • 2. Who Am I… Kashif Khurshid • 10+ Years in Digital Analytics • Lead Web Analytics Wednesdays in Houston (3 years) • Expert in Executive Reporting, Marketing & Design Optimization
  • 3. We will Journey through the following: Map Business Objectives with Analytics needs Analytics Maturity Model The Digital Toolbox Analytics Levers Formula for Success Image Credit: xebialabs.com
  • 4. The Business Objectives Nurturing • Heavy use of analytics insights • Full System Integrations • Higher focus on the journey rather than the activity Retention • Slightly complex KPI’s • Some System Integration • Metrics: Customer Engagement, Recency & Frequency Acquisition • Few KPI’s • Low System Integration • Metrics: Sales, Traffic, CTR, CR, & ROI Easy Challenging Most Focus Most Ignored Strategic Advantage = Analytics Maturity
  • 6. Omni-Channel Optimization Requires Selecting the Right Tools
  • 7. The Digital Tool Box Analytics Call Tracking Session Replays Tag Management System Surveys Ratings & Reviews Search Engine Optimization Social Listening Tools Data Insight Data Visualization Predictive Modeling Customer Relationship Management A/B Testing Email & In-App Messaging Paid Search & Media Management Content Management System Categories: (Choose your Weapons) Mobile, Web , App Marchex, Mongoose Tealeaf, ClickTale Ensighten, Tealium Foresee, UserZoom BazaarVoice, Re-Vu BlueKai, Quantcast, Demandbase Radian6, Hoot suiteConductor, SEOClarity Tableau, Domo, Qlikview Revolution Analytics, SAS, TIBCO SalesForce, Infusionsoft Teamsite, DrupalKenshoo, MarinExactTarget, LocalyticsMonetate, Optimizely ActionableIntelligence Choose Your Weapons
  • 8. •Headlines / Paragraphs •Ratings / Reviews •Video’s •Calculators/ Estimation Tools •Forms / Chat •News Letters/ value adders/ Trials Content & Functionality •UX/ ease of use / delivery •Layout / navigation / interactivity •Mobile friendly Design •A/B Testing •Segment Targeting •Providing a unified experience Personalization •SEM •SEO •Display •Email/ In App Messaging •Social Marketing •Promo codes •Product up/cross sale •Value proposition •guarantee Price & Product •Add/move services online •High to low cost channel •Desktop to Mobile / Gaming •Custom Apps •Web beacon- geo fencing •Wearables (watches, glasses, & etc.) Shifts & Trends Experience Sales Innovation
  • 9. Digital Age Formula for Success: Analytics Integration Competitive Advantage Image Credit: www.telegraph.co.uk

Editor's Notes

  1. Categories of Tools: Analytics Monitoring (Mobile, Web, App) Call Tracking (Marchex, mongoose) Session Replay Tools (Clicktale & Tealeaf) Ratings and Reviews (BazaarVoice, Re-Vu) Surveys- Forsee, Userzoom, iPerception Data Insights (bluekai, Quantcast, Demandbase) Data Visualization- Tableau, Domo, Qlikview Tag Management (Tealium, Ensighten) Customer Relationship Management – SalesForce, infusionsoft, bollhorn Content Management System (CMS)- Teamsite, Drupal, Adobe Experience Manager (CQ 5) Predictive Modeling/ programming- SAS, TIBCO, Revolution Analytics) Paid Search Management (kenshoo, Marin) Search Engine Optimization- SEOClarity, Conductor, Brightedge) Social Listening Tools- radian6, Hootsuite, adobe social) Email & inApp Messaging (Exacttarget, Marketo, responsys, Localytics, Constantcontact) A/B Testing & Personalization (Target, Monetate, Optimizely)