The Intelligence of Digital Industry 2005 - 2015

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The Intelligence of Digital Industry. Key thoughts presentation on intelligence usage over last decade 2005 - 2015

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The Intelligence of Digital Industry 2005 - 2015

  1. 1. The Intelligence of Digital Industry Key thoughts on intelligence usage over last decade 2005 - 2015 Thinker: Andre Zeferino Founder & Principal Analyst, Work Value Intelligence
  2. 2. Simply explained…
  3. 3. What we have observed over the last 10 years of intelligence in the digital industry?...
  4. 4. From the typical “page views” to advanced “emotions behaviour” metrics…
  5. 5. 2000 2005 2010 2015 2020 Server Logfile Analysis Web Analytics Digital Analytics Digital Ecosystem Intelligence •Website popularity •Measure the impact of Marketing Com. on Website (Site Centric) • One Screen & “Mouse Clicks” •Social Media popularity •Measure the impact of Marketing Com. on Digital Media Channels •Second Screen & “Touch Points” •Mobile (App) popularity •Measure the impact of Marketing Com. on Customer Journey • Any Screen & “Touch Points” The media tech evolution influenced the user content consumption… •Disruptive Media Content •Innovative Displays & Devices •Enhanced User Experience •Humanytics (Neuro Media Metrics) (Predictions)
  6. 6. 2000 2005 2010 2015 2020 Server Logfile Analysis Web Analytics Digital Analytics Digital Ecosystem Intelligence •Website popularity •Measure the impact of Marketing Com. on Website (Site Centric) • One Screen & “Mouse Clicks” •Social Media popularity •Measure the impact of Marketing Com. on Digital Media Channels •Second Screen & “Touch Points” •Mobile (App) popularity •Measure the impact of Marketing Com. on Customer Journey • Any Screen & “Touch Points” With a sustainable evolution in the kind of data that matters… •Disruptive Media Content •Innovative Displays & Devices •Enhanced User Experience •Humanytics (Neuro Media Metrics) (Predictions) Analytics by VOLUME Analytics by CONVERSION Analytics by BEHAVIOUR Increased Level of Complexity: Concepts, Algorithms and Metrics
  7. 7. … with many lessons not learned yet by most of brands…
  8. 8. … thanks to "interesting" behavioral patterns of some audiences…
  9. 9. The level of media technology innovation wasn’t enough to inspire the growth of analytical culture inside organizations…
  10. 10. Intelligence is a knowledge creation process to help brands surpass their 2 major hurdles in digital economy: • Make data actionable • Take decisions accurately
  11. 11. The digital environment runs faster than the learning process inside brand departments…it’s time to speed up!
  12. 12. The learning process runs with 3 core elements… Optimal integration is the challenge… Tools + Data + Brains •Tech and tools available •Broad sources available •Mind skills available • Analytics • Advertising • Content • Visualization • Other • Creative • Scientific • Other • Artistic • Analytic • Other
  13. 13. Skipping one element will change the challenge… Tools + Data + Brains … to a harder level: Good luck! Tools + Data + Brains Tools + Data + Brains
  14. 14. Lack of skills and proven expertise using Tools + Data + Brains with effective and actionable results is not a myth…
  15. 15. Source: Alteryx research report with RetailWire Think Group - February / March 2014 Many surveys tells the same story all the time…
  16. 16. Rolling out campaigns without a proven measurement plan is a myth…
  17. 17. Having the same ad formats along years has been boring… Isn’t time for some refresh?...
  18. 18. And mobile ads will be boring over the next years, probably… How about some compelling ideas?...
  19. 19. Which “targeting” is missing its own purpose?… • Behavioral Targeting; • Contextual Targeting; • Retargeting; • “Whatever” Targeting…
  20. 20. What lessons should be learned from the most engaged* digital element?... *major level of CTR ever!
  21. 21. Having audiences skipping ads all the time – what kind of disruptive and creative challenge can be more excited in the near future?...
  22. 22. Digital Economy is too much dependant of Attention Economy*… *Herbert Simon, Nobel Laureate in Economics, 1978 Brands don’t know how to deal with this new commodity…
  23. 23. Attention is the main driver of the whole brand investments… … because Customer Memory is the main purpose of brand existence… Display Advertisement Video Promotion Outdoor Events Cool! What an amazing experience! I’m feeling so greateful...
  24. 24. What Tools + Data + Brains have been invested in the industry?...
  25. 25. What tools?... Tools are just a part of the equation … and don’t tell you all the story…
  26. 26. Most of the tools launched for digital industry have preached they help brands to find the holy grail…
  27. 27. The global industry ecosystem has been a fast process of learning. There is no time to test intensively “The Top XX tools ever…” and making serious advocacy…
  28. 28. Try all the tools and builds a fair enough “The best Top Ten…”
  29. 29. Tools don’t decide for you... … and optimization is time consuming
  30. 30. Many industry training programs fails on deliver the adequate expertise… Most put too much effort on tools without a rational integration with business purposes...
  31. 31. It’s not relevant the “platforms & tools” you are using: They are not the core… …but what measurable value you can create from it to your business: The gold mine!
  32. 32. It doesn’t matter if you are a “guru” in a wide range of tools if you don't have the ability to inspire the knowledge creation along the business strategy…
  33. 33. What data?... Making sense of data
  34. 34. What data?... Understand the critical signs is the key…
  35. 35. Complexity is the challenge…
  36. 36. It’s easy to confuse methodologies and loose the sense of rationality…
  37. 37. The so-called “Customer Journey” doesn’t have one way ticket…
  38. 38. …and the “Journey” may not be so easy like a fairy tale…
  39. 39. But data can be a boring task…
  40. 40. Most of the recent generation of marketers came from creative areas, like design, branding, public relations and communication…
  41. 41. Maybe because “data & numbers” and “do the math” are not sexy enough in the mainstream business…
  42. 42. But even the sexy stuff has been measured anyway… Actually, it has been growing 2.27 inches since 2007...
  43. 43. Just check…
  44. 44. For any Device & Content brand strategy the size matters than ever… Source: http://services.google.com/fh/files/misc/multiscreenworld_final.pdf
  45. 45. For the giant tech Apple the inches are a critical KPI in their business…
  46. 46. A hottest trend in the digital industry (Mobile Usage*) are evaluated also by inches… *media audience and largest device manufacturers
  47. 47. What is measured?... Performance (Conversion and ROI)  Ad & Media exposure;  Device usage;  Content (engagement); My Business  User behaviour & patterns;  Impact on Results (KPIs)
  48. 48. What is learned?... Knowledge Creation  To achieve maturity;  To build vision;  To be accionable; To inspire  To take decisions  To make value
  49. 49. Get the right juice from the numbers…
  50. 50. … but only the average view duration can measure the recall of the strategic message… The volume of views always impress the world…
  51. 51. “Impressions” has been a proven washed-up concept for years… http://adage.com/article/datadriven-marketing/kraft-rejects-75-85-impressions-due-quality-issues/295635/
  52. 52. The “milliseconds fight” RTB ad Impression is a dynamic system… … but how accurate is the data profile it gets from user to serve the right content? • User IP Address • Browser language • Demographics • Other Request to serve an ad Data related with quality of the impression Data Management Platform (DMP)
  53. 53. The accuracy of CTR remains a challenge… Who’s behind the click?... http://tv.adobe.com/watch/whats-your-marketing-doing/click-baby-click/
  54. 54. Viewable* metrics doesn’t solve the lack of disruptive content ads… http://www.slideshare.net/IABRomania/viewability-the-next Compelling content is the challenge… *Viewable or Viewability metrics measures the opportunities to see (OTS) ads
  55. 55. There is no such things like “the top 5, 7, 10 or XX metrics…”
  56. 56. Again, like tools, try all the metrics… ... and builds a fair Top XX
  57. 57. The large debate about “ROI in social media*” has been a valuable indicator to show the “status quo” of the market overall mindset… *Applies? Not apply? Makes sense? Doesn’t make sense? Etc…
  58. 58. ROI* is what it never ceased to be, anytime, anywhere: Financial Metric *R.O.I. - Return on Investment Digital economy is a business – If the smile of your “friend” costs 1 cent, you should consider be paid for it – Creativeness & Brand Sentiment is not free… unless, someone is paying for you ROI uses economic data to clear up what should be comparable in digital business investments
  59. 59. The “mirror, mirror on the wall” practice is a proven waste of money… ... and a lack of fundamental skills
  60. 60. Digital Industry must work with clear fundamentals of intelligence… The KPI & Metrics definition is a “popular” trap for most of Brands…
  61. 61. What makes a good metric being actionable?... • Connects with your own business; • Make sense of your data; • Provides a real context; • Guides the decision process; • Ready to take action ... it changes your Analytics Attitude
  62. 62. An Analytics Attitude is not only an intelligence issue... ... It should be a source of Inspiration
  63. 63. • Thinking • Understanding; • Testing; • Observing; • Experimenting; • Learning • Overview • Context • Business Goals The best metrics expertise ever…
  64. 64. The level of confidence with Digital Industry data cannot be seen as a lottery…
  65. 65. Brands should trust on data…
  66. 66. If you don’t trust, don’t make wrong decisions…
  67. 67. If you don’t trust, ask again…
  68. 68. “Big Data” is not a myth Just turn it on “Better Data”…
  69. 69. What brains?... A special set of skills… just be a nightmare!
  70. 70. There is only talented people There is no left or right skilled people...
  71. 71. They only need talented agencies Brands don’t need left or right skilled agencies...
  72. 72. • More intelligent tools; • Friendly data integration; • Granular & Segmentation analysis; • More customization & Optimization; • Design & Data Visualization; • Creative & Art Research; • Inspirational & Motivational Outcomes * “data-inspired” creativity… Traditional creative agencies are becoming full intelligence agencies*...
  73. 73. Talented agencies know how to get value from intelligence to create knowledge and inspire communities and brands…
  74. 74. …to understand human metrics Digital economy needs to have a sustainable knowledge…
  75. 75. The elementary analytics data that matters from Customer & Brands relationship is not a secret… What Customer Want? What Brands Want? 1. Desire 2. Experiment 3. Reward 1. Attention 2. Interaction 3. Conversion What Brands can provide? What Customer can provide?
  76. 76. What Data Customers can generate? • Clicks • Visits • Downloads • Other… Operational Data Rational Data Sentimental Data Subconscious Data • Comments • Reviews • Payments • Other… • Positive • Negative • Neutral • Memory • Emotions • Behavior • Other… The higher level of intelligence from Customer Data is “King”… … not only the “Content”…
  77. 77. Customer Data Integration Status by 2015 • Clicks • Visits • Downloads • Other… Operational Data Rational Data Sentimental Data Subconscious Data • Comments • Reviews • Payments • Other… • Positive • Negative • Neutral • Memory • Emotions • Behavior • Other… The knowledge & integration of all different data should be… “Queen”? Check! On Running Try Again… One Day…
  78. 78. Brands (Brains) are not asking the right questions for their analytics purposes…
  79. 79. 3 simple questions that are above any analytics tool… 1. Who they are? 2. What they do? 3. What value they bring?
  80. 80. Do I know this community?… Customers, Visits, Followers, Fans…
  81. 81. How “fake” is my community?… Customers, Visits, Followers, Fans…
  82. 82. Community / Customer Base?… Measure correlation, affinity, whatever…
  83. 83. Do I know the influencers?… Measure the value of the best advocates
  84. 84. Without community intelligence all the basic analytics stuff is a waste of time… … and money
  85. 85. Use adequate analytics… • Demographics • Lifestyle • Other Descriptive Analytics Predictive Analytics Actionable Analytics 1. Who they are? • Check content • Ask for features • Request data • Other 2. What they do? 3. What value they bring? • Will request demos • Will request quotes • Will purchase • Other • Estimated profit • Brand advocacy • Leads referral • Other • Competitive prices • Best campaigns • Quality & Innovation • Other • Personalization • Customer care • Reward initiatives • Other Descriptive significant changes? Medium/Long term … using your money adequately
  86. 86. None of any digital channels performs better with your business… … until you understand (measure & learn) the level of intelligence of each one
  87. 87. Attribution Models provides a fair way to understand your digital channels…
  88. 88. Attribution can help brands with some real “watch & learn” experience…
  89. 89. Attribution can help brands with some real value experience from Media… Owned Media Paid Media Earned Media It makes sense to your brand investment?
  90. 90. Journey Attribution can help brands to understand the Media Ecosystem… Storytelling Content Experience Emotion Owned Media Paid Media Earned Media Cool!
  91. 91. “Traffic & Conversion” has been the overall gossip for years… ... and analytics tools love it!
  92. 92. Attracting qualified leads is a “piece of cake”… …the point is: Which cake?
  93. 93. A proven track record about where brands should invest securely their marketing is mandatory… Do you know the value of any of your Customer?... What makes you think they deserve any cent you spend (looking) for them?...
  94. 94. Getting the right intelligence cycle is critical… Knowledge Creation Analytics effort Take Decisions! Turn it Actionable!
  95. 95. Otherwise…
  96. 96. The biggest barrier for the growth of the Analytical Culture inside organizations is not the lack of data…
  97. 97. … There are too much opinions instead of proven facts
  98. 98. Industry runs faster: Catch the train on move without proven skills can be dangerous…
  99. 99. Why the hell I still don’t know after all these years?… 1838 - 1922
  100. 100. pt.linkedin.com/in/andrezeferino twitter.com/workvalue webanalytics.pt Andre Zeferino Founder and Principal Analyst Work Value Intelligence

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