Could big data be killing your business? You collect a ton of data, realise that it’s not quite in the right spot or in the right format. You spend weeks if not months in meetings with tech teams, solution providers, BI teams, trying to solve these issues. And, when you finally get your hands on that new gold mine ready to be exploited, you realise you simply don’t have the time or resources to dig for those gold nuggets. Chances are, you are probably measuring too much… Let’s take a look at the current state of data and analytics and what you’re probably doing vs. what you should be doing. Here’s why you should measure less. Why You Should Measure Less Inspired by Filip Filipov, VP Product Management at Skyscanner I wanted to share my thoughts on the current climate of measurement. Filip’s thread on measurements sum up my own thoughts well but I wanted to dive a little deeper.

1. CLICKTOCONTINUE
WHY YOU
SHOULD
MEASURE LESS
IS BIG DATA KILLING YOUR
BIZ?
FREDDY CHANUT
MARCH 4, 2019
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2. DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS |
WHY YOU
SHOULD
MEASURE
LESS
2
● To Measure or Not to Measure
○ Privacy
■ Privacy and Facebook
■ GDPR
● Product and Business Development
● Metrics vs. KPIs
○ Define DUMB business objectives
○ Define SMART goals
● Be in the Wisdom Business

3. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 3
TO MEASURE
OR NOT TO
MEASURE

4. DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS |
TO MEASURE
OR NOT TO
MEASURE

5. DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS |
PRIVACY
https://www.thoughtworks.com/insights/blog/datensparsamkeit
Datensparsamkeit =
● Data austerity
● Data minimisation
● Data frugality

6. DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS |
FACEBOOK
https://www.hastac.org/blogs/skortchmark9/2014/05/12/does-facebook-sell-my-information
Germany’s
antitrust regulator,
the Federal Cartel
Office recently
ruled that
Facebook was
exploiting their
users.

7. ENTERPRISE DIGITAL MARKETING & ANALYTICS |
ANDREAS MUNDT,
FCO PRESIDENT
7
“Facebook will no longer be allowed to
force it’s users to agree to the practically
unrestricted collection and assigning of
non-Facebook data to their Facebook user
accounts.”

8. DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS |
GDPR
● GDPR brings increased ‘Territorial
Scope’
● Any organisation which collects and/or
processes the data of EU data subjects
is required to meet the obligations of
the GDPR
● REGARDLESS OF THEIR LOCATION

9. DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS |
PRIVACY
If you’re not yet
convinced, consider
the guys listening in
on every
conversation in V
for Vendetta or Big
Brother in 1984.

10. ENTERPRISE DIGITAL MARKETING & ANALYTICS |
PRODUCT &
BUSINESS
DEVELOPMENT
10

11. ENTERPRISE DIGITAL MARKETING & ANALYTICS |
Astro and I at
StartCon.

12. ENTERPRISE DIGITAL MARKETING & ANALYTICS |
Patrick
Campbell,
CEO of
ProfitWell
spoke about
calculating the
expected
impact of
product on
growth.

13. ENTERPRISE DIGITAL MARKETING & ANALYTICS |
Most product managers think
they’re shipping amazing
features when they are in fact
shipping garbage.
How do we stop this? Define
your KPIs in order to define
your metrics.

14. ENTERPRISE DIGITAL MARKETING & ANALYTICS |
METRICS VS
KPIS
14

15. DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS |
METRICS VS
KPIS ● KPIs - Quantifiable value reflecting a
business goal or objective
● Metric - Nothing more than a
measurement to track an aspect of
business activity
KPIs define a set of values against
which your metrics are measured.

16. DIGITAL MARKETING & ANALYTICS |WWW.INMARKETINGWETRUST.COM.AU |
DEFINE
D.U.M.B.
BUSINESS
OBJECTIVES
What’s the core and unique value proposition that we offer?
Doable
Understandable
Manageable
Beneficial

17. DIGITAL MARKETING & ANALYTICS |WWW.INMARKETINGWETRUST.COM.AU |
IMWT
D.U.M.B.
BUSINESS
OBJECTIVES
1 INCREASE REVENUE 2 REDUCE COST 3 IMPROVE LOYALTY
Business objectives can generally be broken down into 3
buckets
Doable
Understandable
Manageable
Beneficial

18. DIGITAL MARKETING & ANALYTICS |WWW.INMARKETINGWETRUST.COM.AU |
DEFINE
S.M.A.R.T
GOALS 1 INCREASE REVENUE 2 REDUCE COST 3 IMPROVE LOYALTY
INCREASE NB
OF BOOKINGS
INCREASE AVG
BOOKING
PRICE
DECREASE
CPA
INCREASE
CONVERSION
RATE
INCREASE
NEWSLETTER
SUBSCRIBERS
INCREASE
SOCIAL MEDIA
INTERACTION
Every business objective needs to be translated into goals
Specific
Measurable
Assignable
Realistic
Time-related

19. DIGITAL MARKETING & ANALYTICS |WWW.INMARKETINGWETRUST.COM.AU |
CHOOSE KPIs
& TARGET
+ 5% CvR
1 INCREASE REVENUE 2 REDUCE COST 3 IMPROVE LOYALTY
INCREASE NB
OF BOOKINGS
INCREASE AVG
BOOKING
PRICE
DECREASE
CPA
INCREASE
CONVERSION
RATE
INCREASE
NEWSLETTER
SUBSCRIBERS
INCREASE
SOCIAL MEDIA
INTERACTION
TRANSACTION REVENUE
CAMPAIGNS
COST
CONVERSION
RATE
COMMENTS,
SHARES, LIKES
FORM
SUBMISSIONS
+ 10%
REVENUE
+20$ ON AVG
BOOKING
- 10% CPA
>10 LIKES PER
CONTENT
+100 / MONTH
A Key Performance Indicator is a metric that reflects
performance against business objectives.
Fix achievable targets for each KPI.
Specific
Measurable
Assignable
Realistic
Time-related

20. WWW.INMARKETINGWETRUST.COM.AU |
BE IN THE
WISDOM
BUSINESS
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21. WWW.INMARKETINGWETRUST.COM.AU |
THE WISDOM BUSINESS
Cartoon by David Somerville, based on a two-pane version by Hugh McLeod.
Data hunter &
gatherer.
Value: Low
Salary: Low
Replacement:
Easy
Report creator.
Value: Low
Salary: Lowish
Replacement:
Easy
Run team of data
hunters.
Value: Medium
Salary: Medium
Replacement:
2 months
Analyst.
Value: High
Salary: High
Replacement: 6-
9 months
Analyst in
business team.
Value: Priceless
Salary: High x5
Replacement:
Impossible’ish

22. DIGITAL MARKETING & ANALYTICS |WWW.INMARKETINGWETRUST.COM.AU |
BE IN THE
WISDOM
BUSINESS

23. DIGITAL MARKETING & ANALYTICS |WWW.INMARKETINGWETRUST.COM.AU |
GET IN THE
WISDOM
BUSINESS
● Constant quest for self-improvement
● Top skills required: Business savvy, NOT
data-crunching
● Capturing data is only 1 part of the
solution
Reduce the noise and capture the RIGHT
data to measure your business objectives.

24. NEED HELP WITH
DATA OVERLOAD?
LET’S CHAT
FREDDY CHANUT
frederic@inmarketingwetrust.com.au
www.inmarketingwetrust.com.au
+61 438 371 981
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