Build Business Processes Around Analytics Tools

Building business processes around your tools Steve Jackson (Kwantic)

Background ,[object Object],[object Object],[object Object],[object Object]

What is Analytics Utopia? ,[object Object],Organizational readiness Time

Cult of Analytics (where you want to be) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Cost line Profit line Organizational readiness Time You Are Here

The 8 Step Process Toward a Data Driven Culture

Urgency has to be present ,[object Object],[object Object],[object Object],[object Object],[object Object],What are your competition doing while you don’t do analytics? If you don’t do this in the next months/years what will happen?

How companies instill urgency ,[object Object],[object Object],[object Object]

Has to be led top down ,[object Object],[object Object],Speak in the CEO’s language. $$$ not bounce rates. Transmit URGENCY Create awareness of the business usage of the tools Get the HIPPO on your side and shouting for you

HI ghest P aid P erson in the O ffice ,[object Object],[object Object],[object Object],[object Object],[object Object]

Vision (with analytics at the core) ,[object Object],[object Object],[object Object],[object Object]

Amazon Vision ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Our vision is to be earth's most customer centric company; to build a place where people can come to find and discover anything they might want to buy online

Internal Communication Don’t say this….. Our conversion rate is 1.5% and our bounce rate is 51%. We drove 100,000 visitors at a cost per visit of €0.40. Our average order value is €350 and our cost per acquisition is €26.66. Say this….. Last month our website made €525,000 revenue with profit after costs of €38760. Our big problem is we wasted €20K of our advertising spend. Our ROI could be much improved. We need to test our offers

Internal Communication In a company of many stakeholders communicate in a targeted personal fashion. KPIs that are relevant to me please Communicate the urgency. Time is money. We need improvement in these results in 3 weeks. Communicate the what happens in the marketplace. What are the competition doing? Are they doing it better than you are? Look at all the data sources. Communicate globally and locally using all the available tools. Email, Intranets, Extranets, Awareness workshops, Graphics, logos with specific purposes that show buy in.

Actionable - REAN Financial services firm

Actionable KPIs ,[object Object],Description : Cost of delivering one defined activation/conversion Usage : Used by the sopke actors to optimize campaign spend to campaigns that convert the best. The hub is sent improvements and/or actions required by the spokes so that changes can be made. Calculation : Total cost of referring source / Number of confirmed conversions (per activation) Actions : Compare CPA by reach source and re-direct poor performing sources of traffic to higher performing sources Benchmark : BI-Weekly. Historical information from HBX data & CRM data.

Identifying quick wins ,[object Object],[object Object],[object Object],[object Object]

Continuous organizational Improvement ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Organizational improvement – Hub And Spoke Centrally you have the hub, a combo of tools, process and people that are responsible for data integrity and delivery. Then we have different spokes for different folks! Global development Business line owners Global marketing & comms AND Country operations that are at the front line of local sales, marketing and delivery

Amazon – Organized for execution Information Technology Department Business People Nothing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],How it used to be

Routinely used Do you use the datasets available to drive insights routinely? Do you communicate and then act on the insights you find as a matter of routine?

Where are you? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Organizational readiness Time

Where are you ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Organizational readiness Time

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Cult Of Analytics DRIVING ONLINE MARKETING STRATEGIES USING WEB ANALYTICS Steve Jackson http://www.blackbeak.com/the-cult-of-analytics/ Available from all good book stores from April 21 st 2009 BlackBeak Blog http://www.blackbeak.com/ Articles/posts about online marketing and Analytics http://www.kwantic.com

Build Business Processes Around Analytics Tools

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