Convergence Analytics: How Vendors are Delivering Multi-Channel Insight Andrew Edwards Efectyv
How Vendors are Delivering Convergence Analytics by Andrew Edwards
Aug 20, 2015
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Convergence Analytics:How Vendors are Delivering Multi-Channel Insight
Andrew EdwardsEfectyv
May 14, 2013
Copyright 2013 Anametrix, Inc.
Connect Bring all your vendor, reference or corporate data together.
AnalyzeVisualize. Discover. Predict
ACTDrive Revenue and profitability.
Andrew Edwards
1980s: Desktop Publishing
1990s: Multimedia and Web
2000-2011: Web Analytics
2012-13: Convergence Analytics
@AndrewVEdwards
1980s: Desktop Publishing
1990s: Multimedia and Web
2000-2011: Web Analytics
2012-13: Convergence Analytics
@AndrewVEdwards
What is Convergence Analytics?
What is Convergence Analytics?
A confluence of:
• digital marketing
• big data
• cloud computing
• APIs
• sophisticated visuals
Why Convergence Analytics? Why Now?
Because the rush is on. . .
. . .to provide the best single-view into all marketing data.
Everybody is Measuring Everything
• Convergence Analytics is the “one ring to rule them all”.
Convergence Analytics: Common Characteristics
@AndrewVEdwards
Convergence Analytics: Common Characteristics• Piping Data from Multiple Sources
Marketers Need Enhanced Reality
New ways to look at complex, multi-channel data
Convergence Analytics: Macro Drivers• A confluence of demand, technology and data:
ConvergenceAnalyticsCustomer
DemandAvailableTechnology
Data
Web Analytics?
Not Enough
This Matters to Marketers Because. . .• Convergence Analytics will change everything about digital marketing measurement
• Marketing becomes more central to organizational success
Marketers in Control
New ways of looking at data allow marketers to remake the digital landscape. Measurement becomes. . .
less about
“engagement”
more about proving ROMI
Convergence v. Single-Source Analytics
Multi-Channel: “Not in Kansas anymore”
Copyright 2013 Anametrix, Inc.
Data Feeds: More is Better
Streaming Data3rd party services Batch data transfersListening
(publicly available from publishing services)
CensusWeatherMarket share / competitive data
Scheduled file integrationDatabase connectionsExcel UploadsAPI
16
DATA FROM THE CLOUD
REFERENCE DATA
CORPORATE DATA
VISUALIZE
ANALYZE
PREDICT
Copyright 2013 Anametrix, Inc.
More Data, Better Organized, How to Use It!
17
VISUALIZE
ANALYZE
PREDICT
CHANNELS
REFERENCE
CORPORATE
Predictive Modeling
The Marketers’ ApproachTo Data
DATA +
PROCESS
Insight and Optimization:a “real life example”
The 5 Essential Steps to Optimization
• 1-decide what to measure
• 2-use the right tools to measure
• 3-determine what the data has told you
• 4-make the changes
• 5-measure again to see if the changes worked
“No Other Way”
Copyright 2013 Anametrix, Inc.
Earned Media Impact on Paid Media
“How do I get multi-channel data
OUT of the application(so I can share it)?”
Water water everywhere. . .
. . .and not a drop to drink?
How to Know What You Want to Know
Competitive Data:
. . .where do I stand?
Daily Author Dashboard
Segmentation and Predictive Analytics
Digging Deeper into Data:• Brand Affinity• Readiness to Buy• Advanced
Segmentation
Return on Investment
(Lift)
I like the view!I like the view!
Key Points from our WebinarSummary
No more one-dimensional data
Convergence Analytics tools pull data from multiple sources and provide visual cohort analysis
Everybody needs a process to succeed
Now we can really see ROMI
Questions?
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