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Analytics for better digital communication

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Analytics for better digital communication

  1. 1. Analytics for betterdigital communicationJ. BoyeWeb & Intranet Conference6-8 November 2012, Aarhus
  2. 2. People live inthe real world Not online_
  3. 3. Contenteffectiveness - in a multichannel world_
  4. 4. Are we making the right decisions online_?
  5. 5. Looks can be deceptive_
  6. 6. Online sales_250  200  150  100   50   Online Sales 0   Jan   Feb   Mar   Apr   May   Jun   Jul   Aug   Sep   Okt   Nov   Dec  
  7. 7. Feeling good_250  200  150  100   50   Online Sales Sales Target 0   Jan   Feb   Mar   Apr   May   Jun   Jul   Aug   Sep   Okt   Nov   Dec  
  8. 8. Still feeling good_?250  200  150  100   50   Offline Sales Online Sales Sales Target 0   Jan   Feb   Mar   Apr   May   Jun   Jul   Aug   Sep   Okt   Nov   Dec  
  9. 9. Dig deeper_
  10. 10. Customer Satisfaction150  125  100   75   50   CSI Survey 25   0   Jan   Feb   Mar   Apr   May   Jun   Jul   Aug   Sep   Okt   Nov   Dec  
  11. 11. Oh no, failure_150   Launch  of  new   check-­‐out  flow  125  100   75   50   CSI Survey 25   0   Jan   Feb   Mar   Apr   May   Jun   Jul   Aug   Sep   Okt   Nov   Dec  
  12. 12. Hey! - wait a minute_150  125  100   75   50   CSI Survey 25   0   Jan   Feb   Mar   Apr   May   Jun   Jul   Aug   Sep   Okt   Nov   Dec  
  13. 13. Hey! - wait a minute_150  125  100   75   50   CSI Survey 25   Negative Positive 0   Jan   Feb   Mar   Apr   May   Jun   Jul   Aug   Sep   Okt   Nov   Dec  
  14. 14. ...procurement again_ Social  media  buzz:  150   Company  using  child   labour  in  India  125  100   75   50   CSI Survey 25   Negative Positive 0   Jan   Feb   Mar   Apr   May   Jun   Jul   Aug   Sep   Okt   Nov   Dec  
  15. 15. Channels,channels, channels everywhere_
  16. 16. Data, data, dataeverywhere_
  17. 17. Just to mention a few_ CallWebsite Store Center Loyalty Email Marketing Cards
  18. 18. 5 7 5 2 7 9 8 3 1 64 2 6 8 6 4 2 1 5 89 0 9 6 4 7 0 6 3 15 1 0 9 7 5 2 9 7 06 3 5 2 1 2 4 8 0 75 9 5 4 9 5 3 9 5 86 2 7 0 5 3 1 6 4 84 2 6 9 0 8 6 3 7 98 6 4 2 7 3 8 5 0 1
  19. 19. 5 7 5 2 7 9 8 3 1 64 2 6 8 6 4 2 1 5 89 0 9 6 4 7 0 6 3 15 1 0 9 7 5 2 9 7 06 3 5 2 1 2 4 8 0 75 9 5 4 9 5 3 9 5 86 2 7 0 5 3 1 6 4 84 2 6 9 0 8 6 3 7 98 6 4 2 7 3 8 5 0 1
  20. 20. Not all leads arecreated equally_
  21. 21. Scoring and targeting_
  22. 22. Scoring and targeting_ Marketing
  23. 23. Scoring and targeting_ Target and retarget
  24. 24. Scoring and targeting_ Guide and support
  25. 25. Scoring and targeting_ Build loyalty
  26. 26. Goodbyes are the hardest part_
  27. 27. Churn_Do we Likely to Why willl How to Will we churncare? they churn? retain? succeed? again? Current and life time value
  28. 28. Churn_Do we Likely to Why willl How to Will we churncare? they churn? retain? succeed? again? Current and life time value
  29. 29. Churn_Do we Likely to Why willl How to Will we churncare? they churn? retain? succeed? again? Current and life time value
  30. 30. Churn_Do we Likely to Why willl How to Will we churncare? they churn? retain? succeed? again? Current and life time value
  31. 31. Churn_Do we Likely to Why willl How to Will we churncare? they churn? retain? succeed? again? Current and life time value
  32. 32. Churn_Do we Likely to Why willl How to Will we churncare? they churn? retain? succeed? again? Current and life time value
  33. 33. Q & A_Kim Damsgaard Digital Directorkd@pravdadigital.dk

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