Twitter: @iProspectUK Superweek.hu, Galyatető January 23rd, 2014 ON THE ORIGIN OF DATA, BY MEANS OF IMPLEMENTATION OR INSIGHT Rachel Sweeney
Twitter: @iProspectUK
Superweek.hu, GalyatetőJanuary 23rd, 2014
ON THE ORIGIN OF DATA, BY MEANS OF IMPLEMENTATION
OR INSIGHT
Rachel Sweeney
Twitter: @iProspectUK
The Origin of Data
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Driving Digital Performance
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THE INDUSTRY THAT WE ARE IN HAS BEEN EVOLVING
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Driving Digital Performance
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2011-12: WEB ANALYSTS STARTED TO BECOME ‘MAINSTREAM’
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Driving Digital Performance
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2013: CONTAINER TAGS AND ANALYTICS UPDATES CREATE FLEXIBILITY
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Driving Digital Performance
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2014: AN ACTION PACKED YEAR OF BIG DATA INSIGHT
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Driving Digital Performance
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MORE DATA DOES NOT NECESSARY EQUAL MORE TIME FOR ANALYSIS
• Only 24% of clients could confidently say that their budget for analysis have increased
• Analytics departments are growing… as are the number of clients/sites managed
• Compromise is not a buzzword.
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Driving Digital Performance
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HOW DO WE GET TO A DATA DRIVEN DIGITAL MARKETING NIRVANA?
Our goals:
• Spend more time on analysis less time on implementation and reporting
• Provide insight to all parts of the business
• Increase business profitability not just website performance
Always on Campaign
Data
Strategy
Implementation
Increase Business Conversions
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Driving Digital Performance
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ACTIONABLE INSIGHT… WHAT DOES IT LOOK LIKE?
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Driving Digital Performance
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HOW ARE WE GOING TO START DELIVERING ACTIONABLE INSIGHT?
• The reality is that majority of companies are not in a position to start delivering actionable insight tomorrow.
• It is a process of drip feeding data trying, testing, seeing, learning, and adjusting
• Invest in a statistician/mathematician.
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Driving Digital Performance
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ACTIONABLE INSIGHT DEMANDS INTELLIGENT IMPLEMENTATION
• To understand evolution, you must understand the origin
• Now is not the time to start from the beginning
• Now is the time to assess that the setup that you have, is most likely to support the future.
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Driving Digital Performance
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HOW DATA INTELLIGENCE HAS EVOLVED AT IPROSPECT
• Department has grown from 2 to 11 in 2 years• Hired a statistician and server-side developer
• Integrated operating companies to provide clients with one agency, delivering specialists in all areas.
• Analysts is less ‘web(site) analytics’ and more, the data unit within strategy, implementation, and insight teams.
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The 80 | 20 model
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Driving Digital Performance
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HOW TO ACHIEVE EFFICIENT INSIGHT FROM THE ORIGIN OF DATA
• Generic tracking
• Specialist
• Bespoke• Evolution
Business Objectives Integration
AutomationPlateau
80 2080
80802020
20
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“80% of tracking requirements should originate from the core
business objectives”
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Driving Digital Performance
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TWO SCHOOLS OF THOUGHT: TO START AT THE BEGINNING OR THE END?
Let’s tag everything
Let’s define KPIs
Beginning End
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Driving Digital Performance
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AT IPROSPECT WE ARE IN THE ‘PRO-END TO BEGINNING’ CAMP
TEAM KPI*
*However we always track a few other cool things
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Driving Digital Performance
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THE 80% INCLUDES WEBSITE AND CAMPAIGN DATA REQUIREMENTS
• Bucket your website’s data requirements: – Site usability and functionality– Site Performance– Campaign Performance
• List your KPIs and audit what data is needed and from what source. Also list your stakeholders, client, agency, internal, external, names, positions, experience.
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Driving Digital Performance
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WHY SHOULD WE FOCUS 80% ON BUSINESS REQUIREMENTS?
• We need to make our implementation efficient to be able to focus on insight
• Focussing on obtaining data that will directly provide insight to be fed to the strategy team is the most efficient way of getting to the ‘actionable insight’ stage
• This doesn’t mean we limit ourselves
• Growing the business is the ultimate goal
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Driving Digital Performance
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HOW TO ACHIEVE EFFICIENT INSIGHT FROM THE ORIGIN OF DATA
• Generic tracking
• Specialist
• Bespoke• Evolution
Business Objectives Integration
AutomationPlateau
80 2080
80802020
20
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“Actionable insight is not limited to website data so neither should
your implementation be”
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Driving Digital Performance
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80% INTEGRATION, 20% SPECIALISM
• A website’s setup is one part in a landscape of data.
• It is more and more relevant to ensure that all data sources are aligned and complement each other
• This will provide consistency when analysing
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Driving Digital Performance
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INTEGRATION IS NOT SOMETHING YOU CAN DO ON YOUR OWN
• Visit the teams • Work on a process that suits all parties• Create boundaries• Continue relationships and networks
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Driving Digital Performance
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CONTROLLED CONSISTENCY IS THE MOST IMPORTANT QUALITY SETUP
• So many things that cannot be consistent, it is so important that changes are made to become consistent.
• Naming conventions, account structures, campaign separations must all be as consistent as possible
• Regular (automated) auditing will show where inconsistencies are as inconsistent data can devalue insight.
Twitter: @iProspectUK
Driving Digital Performance
Twitter: @iProspectUK
HOW TO ACHIEVE EFFICIENT INSIGHT FROM THE ORIGIN OF DATA
• Bespoke• Evolution
• Specialist• Generic tracking
Business Objectives Integration
AutomationPlateau
80 2080
80802020
20
Twitter: @iProspectUKTwitter: @iProspectUK
“An analyst must do 80% of the work in 20% of the time, then another 80%
in 20%, then another…”
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Driving Digital Performance
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ACTIONABLE INSIGHT RELIES ON AUTOMATED IMPLEMENTATION
• Businesses want to see data and conversion rate increase but aren’t necessarily increasing time on insight
• As analysts we need to be as efficient as possible in implementation
• Automating implementation is absolutely key to getting to the ‘actionable insight’ stage
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Driving Digital Performance
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TAG MANAGEMENT AND APIS FACILITATES AUTOMATION
• Get to know the management API
• Understand tag management systems, their approaches, their limitations
• Design your tags to be as efficient and consistent as possible. Intelligent tag management implementation drives intelligent data
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Driving Digital Performance
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SOME INSIGHTS CAN BE AUTOMATED
• Get to know the reporting API
• Create dashboards that don’t just report
• Define what regular insight may be useful and create mathematical models/ quick and dirty spread sheets to free time
• Insights from good data are far easier to pull than insights from problematic data
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Driving Digital Performance
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HOW TO ACHIEVE EFFICIENT INSIGHT FROM THE ORIGIN OF DATA
• Bespoke• Evolution
• Specialist• Generic tracking
Business Objectives Integration
AutomationPlateau
80 2080
80802020
20
Twitter: @iProspectUKTwitter: @iProspectUK
“Insight is not ‘perfect’. Neither does your implementation have
to be.”
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Driving Digital Performance
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DON’T WAIT FOR MRS/MR RIGHT, WE NEED MRS/MR RIGHT NOW.
• Providing small insights lets the key stakeholders know what information is available and lets you know what is useful to yourself
• Don’t presume that the receiver knows what insight they need.
• Follow an A/B testing approach to providing insight. Create surveys internally. Apply the same optimisation you perform for websites, to your teams.
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Driving Digital Performance
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PUT DOWN THE TAG MANAGER, AND PICK UP THE DATA VISUALISATION TOOL
• Invest in other data visualisation tools
• Hire individuals who have a background in stats
• Now is the time to re-do the way data is visualised, not the way you track
• There is a variety of good visualization tools including Tableau, Google Charts, Google Visualization API, Highcharts JS
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Intelligent implementation will result in 80% of time spent on
insight.