Spring cleaning in the house of analytics - Superweek 2016

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Presentation held by Steen Rasmussen at the Superweek conference in Hungary 2016. Subejct is focused on the possibilities for "Big Answers" for management from the data in the digital marketing department

Marketing

Spring Cleaning in
the House of Analytics
- Another approach to data

@strasm @iih #spwk
The ant on the elephants arse

@strasm @iih #spwk
Call me - Steen
» Steen Rasmussen:
Senior partner and co-founder,
nominated as global analytics
”Practitioner of the year”
both 2014 & 2015
» IIH Nordic:
One of the largest digital specialist
agencies and the largest analytics
agency in the Nordics
”Best Danish Analytics House” 13-16

@strasm @iih #spwk
The 4 themes for my talk
• Role of the ”web analyst”
• Decisions & recommendations
• Context
• Asking ”bigger” questions

@strasm @iih #spwk
The key issue…
@strasm @iih @digitalCPH15
What we are doing now is NOT wrong…
It just isn’t the complete value we can bring to the table

@strasm @iih #spwk
The pie chart of wisdom

@strasm @iih #spwk
Everybody has data… get over it

@strasm @iih #spwk
The data WE really have…
@strasm @iih @digitalCPH15

@strasm @iih #spwk
Why you are not…
A Web Analyst
But a
Data-driven Business Developer
A Web Analyst

@strasm @iih #spwk
Data Quality – Who dares?

@strasm @iih #spwk
Question
Q+D+A=R+I
Question+ Data+ Analysis =Recommendation +Impact

@strasm @iih #spwk
Question
Q+D+A=R+I
Question+ Data+ Analysis =Recommendation +Impact
Context
C

@strasm @iih #spwk
SEO - So how are we doing?

@strasm @iih #spwk
SEO – How are we doing now?

@strasm @iih #spwk
Where do you find context
HR data
Production
cost
Business goals
CRM data
Financial data
Sales data
Business
Intelligence

@strasm @iih #spwk
7 areas for ”big” questions
1.Goals
2.Demand
3.Segmentation
4.Competitors
5.Trends
6.Performance
7.Data Quality

@strasm @iih #spwk
An digital ”amuse-bouche”
@strasm @iih @digitalCPH15

@strasm @iih #spwk
1. Goals
Do our website cover all
our business objectives?

@strasm @iih #spwk
2. Demand
What products are
dropping in demand?

@strasm @iih #spwk
3. Segmentation
Which activities seem to
be attracting most of the
unprofitable customers?

@strasm @iih #spwk
4. Competitors
How are we doing
compared to our
competitors?

@strasm @iih #spwk
5. Trends
Which key trends from our own data should be
considered when planning the future?
https://mark.shinyapps.io/ga-effect/
blog post: http://online-behavior.com/analytics/statistical-significance

@strasm @iih #spwk
6. Performance
Are there any business
goals that are not realistic
according to the results of
our data?

@strasm @iih #spwk
7. Data Quality
Are there any indicators
that show there could be
a critical problem with the
accuracy of our data?

@strasm @iih #spwk
Combinations & mutations
1. Goals
2. Channels
3. Segmentation
4. Competitors
5. Trends
6. Performance
7. Data quality

@strasm @iih #spwk
IDA – Insights Demand Action

@strasm @iih #spwk
4 take aways
1. Beware of granularity
2. Data without context sucks
3. You are not a web analyst
4. To win big you need to think big

My talk at Superweek 2018 - With the abundance of data available in analytics we are no longer competing on the volume of data we have access to, but the quality of the questions we ask. The challenge is that we have never been taught to ask or taught other people to ask the right questions from analytics. So we spend our lives answering questions like "what is our bounce rate?" or "how much did the last campaign convert?" when we could be asking important and business critical question. This means that we in analytics have to consider putting the KPQ (Key Performance Question) before the KPI (Key Performance Indication) to start asking better questions.

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Spring cleaning in the house of analytics - Superweek 2016

1. Spring Cleaning in the House of Analytics - Another approach to data

2. @strasm @iih #spwk So – what is this?

3. @strasm @iih #spwk So – what is this?

4. @strasm @iih #spwk The ant on the elephants arse

5. @strasm @iih #spwk The art of flying

6. @strasm @iih #spwk Call me - Steen » Steen Rasmussen: Senior partner and co-founder, nominated as global analytics ”Practitioner of the year” both 2014 & 2015 » IIH Nordic: One of the largest digital specialist agencies and the largest analytics agency in the Nordics ”Best Danish Analytics House” 13-16

7. @strasm @iih #spwk The 4 themes for my talk • Role of the ”web analyst” • Decisions & recommendations • Context • Asking ”bigger” questions

8. @strasm @iih #spwk The key issue… @strasm @iih @digitalCPH15 What we are doing now is NOT wrong… It just isn’t the complete value we can bring to the table

9. @strasm @iih #spwk Granularity

10. @strasm @iih #spwk The pie chart of wisdom

11. @strasm @iih #spwk The pie chart of wisdom

12. @strasm @iih #spwk Everybody has data… get over it

13. @strasm @iih #spwk The data WE really have… @strasm @iih @digitalCPH15

14. @strasm @iih #spwk Why you are not… A Web Analyst But a Data-driven Business Developer A Web Analyst

15. @strasm @iih #spwk Reading data

16. @strasm @iih #spwk Data Quality – Who dares?

17. @strasm @iih #spwk Question Q+D+A=R+I Question+ Data+ Analysis =Recommendation +Impact

18. @strasm @iih #spwk Context

19. @strasm @iih #spwk Question Q+D+A=R+I Question+ Data+ Analysis =Recommendation +Impact Context C

20. @strasm @iih #spwk SEO - So how are we doing?

21. @strasm @iih #spwk SEO – How are we doing now?

22. @strasm @iih #spwk Where do you find context HR data Production cost Business goals CRM data Financial data Sales data Business Intelligence

23. @strasm @iih #spwk 7 areas for ”big” questions 1.Goals 2.Demand 3.Segmentation 4.Competitors 5.Trends 6.Performance 7.Data Quality

24. @strasm @iih #spwk An digital ”amuse-bouche” @strasm @iih @digitalCPH15

25. @strasm @iih #spwk 1. Goals Do our website cover all our business objectives?

26. @strasm @iih #spwk 2. Demand What products are dropping in demand?

27. @strasm @iih #spwk 3. Segmentation Which activities seem to be attracting most of the unprofitable customers?

28. @strasm @iih #spwk 4. Competitors How are we doing compared to our competitors?

29. @strasm @iih #spwk 5. Trends Which key trends from our own data should be considered when planning the future? https://mark.shinyapps.io/ga-effect/ blog post: http://online-behavior.com/analytics/statistical-significance

30. @strasm @iih #spwk 6. Performance Are there any business goals that are not realistic according to the results of our data?

31. @strasm @iih #spwk 7. Data Quality Are there any indicators that show there could be a critical problem with the accuracy of our data?

32. @strasm @iih #spwk Combinations & mutations 1. Goals 2. Channels 3. Segmentation 4. Competitors 5. Trends 6. Performance 7. Data quality

33. @strasm @iih #spwk IDA – Insights Demand Action

34. @strasm @iih #spwk 4 take aways 1. Beware of granularity 2. Data without context sucks 3. You are not a web analyst 4. To win big you need to think big

35. @strasm @iih #spwk

Spring cleaning in the house of analytics - Superweek 2016

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Spring cleaning in the house of analytics - Superweek 2016