Atomic 212 & Google Analytics 360 Event - The Value in Data
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This document discusses the value of data and analytics for businesses. It provides statistics showing that many organizations do not make adequate use of their data for marketing decisions. It then outlines an "analytics maturity curve" with different levels like "No Value" and "Addicted". The final sections provide a checklist for maximizing value through people, measurement, technology, and culture changes. It emphasizes integrating data sources, automating insights, and focusing on business outcomes rather than just metrics.
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Atomic 212 & Google Analytics 360 Event - The Value in Data
- 1. SMARTEST MINDS IN ANALYTICS
- 2. CEO INTRO VALUE IN DATA QUESTIONS AGENDA
- 3. VALUE IN DATA BY TOM SHEPPARD @TOMMY_SHEP | TOMMYSHEP.COM
- 4. SOME STATS.
- 5. THE CONNECTIONSAGENCY STAT ONE 63% of you believe that the use of data within your organisation is not adequate
- 6. THE CONNECTIONSAGENCY STAT TWO 88% of you believe that data provides a significant impact on your business’s marketing strategy and decision-making
- 7. THE CONNECTIONSAGENCY STAT THREE 50% of you indicated a strong desire for better, more transparent analytics
- 8. THE CONNECTIONSAGENCY THIS TELLS ME 63% of you believe that your data isn’t adequate, but nearly all of you use that data to make your marketing decisions
- 9. THE CONNECTIONSAGENCY INSIGHT How much missed opportunity is there?
- 10. THE CONNECTIONSAGENCY INSIGHT And do we truly understand the value of data?
- 11. VALUE IN DATA.
- 12. THE CONNECTIONSAGENCY DATA OVERLOAD DISPLAY VIDEO EMAIL SOCIAL SEO OOH SALES TV CRO SEM RADIO MOBILE 1ST PARTY DATA Multiple touch points and channels 3RD PARTY DATA
- 13. THE CONNECTIONSAGENCY WHEN THE DOTS ARE JOINED UPLIFT IN ROI DEEPER INSIGHTS REDUCE RISK CREATIVE This is what value looks like OPTIMISE MARKETING DOLLARS MORE REVENUE
- 14. AVAILABLE CASE STUDIES +30% +5% +8% +6% SOURCE GOOGLE THE CONNECTIONSAGENCY
- 15. THE CONNECTIONSAGENCY ANALYTICS MATURITY CURVE VALUE TIME NO VALUE ADDICTED GETTING THERE TIPPING POINT The journey to true analytics greatness Check out https://twitter.com/SHamel67
- 16. THE CONNECTIONSAGENCY SIGNS & SYMPTOMS - NO VALUE SIGNS SYMPTOMS • Standard analytics • No internal teams • No goals set up • No reporting / manual reporting • Not ROI focussed, energy wasted • No clarity on what the story is behind the numbers • No learnings carried forward (campaign lurch) • Past campaigns are forgotten • Creative doesn’t get media learnings (subjective)
- 17. THE CONNECTIONSAGENCY SIGNS SYMPTOMS • Geeks… • Daily stand ups • Digital measurement framework • Real time dashboards vs targets • Custom implementation • 3rd party integrations • Single suite ad tech solution • No HIPPOS • ROI focussed • Continually optimising to a set business goal • Board love it • Attribution model and optimising against it • No silos SIGNS & SYMPTOMS - ADDICTED
- 18. THE CONNECTIONSAGENCY CHECK LIST The steps to getting the most value TECH PEOPLEMEASUREMENT + CULTURE + + THE CONNECTIONSAGENCY
- 19. THE CONNECTIONSAGENCY TECHNICAL The steps to getting the most value 1.A single platform 2. Integration with 3rd parties 3. Choose wisely, and stick with it THE CONNECTIONSAGENCY
- 20. THE CONNECTIONSAGENCY MEASUREMENT The steps to getting the most value 1.Digital measurement framework 2. Automate with dashboards 3.Find insights 4. Focus on business outcomes THE CONNECTIONSAGENCY
- 21. THE CONNECTIONSAGENCY + + + “Digital transformation is actually more about personal people change management than it is about technology change management” Source: Adnews Jenny Williams HCF’s CMO
- 22. THE CONNECTIONSAGENCY PEOPLE MARKETING MANAGER WEB ANALYST DATA SCIENTIST DEVELOPERCREATIVE PERFORMANCE MEDIA THE CONNECTIONSAGENCY The steps to getting the most value
- 23. THE CONNECTIONSAGENCY CULTURE 1. No to HiPPOS 2.Demand for data 3.Data gains buy in 4. No Silos THE CONNECTIONSAGENCY The steps to getting the most value
- 24. THE CONNECTIONSAGENCY CHECK LIST The steps to getting the most value TECH PEOPLEMEASUREMENT + CULTURE + + THE CONNECTIONSAGENCY
- 25. THE CONNECTIONSAGENCY + +NO VALUE MINDSET.
- 26. THE CONNECTIONSAGENCY SAMPLE REPORT - NO VALUE REPORT Item Quantity Total Sessions 1,000 Page Views 3400 Time on Site 1m 30second Impressions 4,000,000
- 27. THE CONNECTIONSAGENCY + +ADDICTED MINDSET.
- 28. THE CONNECTIONSAGENCY SAMPLE REPORT - NO VALUE REPORT Move Prospects Wins and Retains 3,021 93% of 3,300 Move Customers 2,520 93% of 2,750 Change Plans 1,008 101% of 3,300 Switchers 3,021 93% of 3,300 JUL AUG SEP OCT NOV Lead Generation funnel End-to-End Funnel by Lead Generation Channel Prospects Leads 2,520 1,260 1,008 916 720 Actuals vs Targets JUL AUG SEP OCT NOV Customer Attribution Channel Attribution Media Spend by Channel Lead Source Paid Display Owned Call Centre Aggregator Impressions $18,867 - - - - CTR 0.56% - - - - Clicks 2.9% - - - - Clicks/Conversions 75% 75% 75% 75% 75% CPC $545 $545 $545 $545 $545 CPA $5989 $5989 $5989 $5989 $5989 CPW $45 $45 $45 $45 $45 Real Media Spend $26,562,268 $26,562,268 $26,562,268 $26,562,268 $26,562,268 12% 42% 62% 1.0% $1,000 Web - Organic $1,950 Outbound $2,229 Google Adwords Media Spend Leads CPA Item Quantity Total Sessions 1,000 Page Views 3400 Time on Site 1m 30second Impressions 4,000,000
- 29. THE CONNECTIONSAGENCY AD 1 10,000 IMPRESSIONS AD 2 THE CONNECTIONSAGENCY
- 30. THE CONNECTIONSAGENCY AD 1 10,000 IMPRESSIONS AD 2 5% CTR 10% CTR Creative THE CONNECTIONSAGENCY
- 31. THE CONNECTIONSAGENCY AD 1 10,000 IMPRESSIONS AD 2 5% CTR 10% CTR 3% CONVERSION RATE 6% CONVERSION RATE Creative Analysts THE CONNECTIONSAGENCY
- 32. THE CONNECTIONSAGENCY AD 1 10,000 IMPRESSIONS AD 2 5% CTR 10% CTR 3% CONVERSION RATE 6% CONVERSION RATE 15 OUTCOMES 60 OUTCOMES Creative Analysts Marketing THE CONNECTIONSAGENCY
- 33. THE CONNECTIONSAGENCY AD 1 10,000 IMPRESSIONS AD 2 5% CTR 10% CTR 3% CONVERSION RATE 6% CONVERSION RATE 15 OUTCOMES 60 OUTCOMES REVENUE $5,000 REVENUE $30,000 Creative Analysts Marketing Addicted THE CONNECTIONSAGENCY
- 34. THE CONNECTIONSAGENCY ADDICTED WIP 1.Models the data 2. Feedback to the creative team 3.Creative team roll out another variant based on the always on approach 4. Data is analysed and acted on
- 35. THE CONNECTIONSAGENCY CLOSING THOUGHTS 1.Lots of data, and will grow 2. Value in connecting the dots is huge 3.Barrier are the 4 pillars THE CONNECTIONSAGENCY
- 37. THANK YOU. @TOMMY_SHEP | TOMMYSHEP.COM