Presentation Title: Data Analytics for Marketing by Lillian Gallagher - In the Company of Huskies. At the OMiG Digital Summit 2016.

1. – DATA ANALYTICS
FOR MARKETING –
21 January 2016

2. HUSKIES DATA OFFERING
Performance
Intelligence
Monitor marketing
campaigns and their
outcomes.
Creative
Intelligence
Leverage existing customer
data to gain insights, attract
new customers, improve
customer retention and
enhance marketing
campaign performance.
Marketing
Intelligence
Align marketing activities to
key business strategies and
financial measures. Valuable
trends and relationships can
be extracted from large data
sets and such information
can be used to provide
actionable business
decisions.

3. WHAT IS A GOOD MEASUREMENT?
- Does it support the marketing objective?
- Is it “need to know” or “nice to know”? Establish if you are wasting time and
efforts gathering and reviewing “nice to know” metrics
- What insight does it provide?
- Can you make a decision from it?
Performance
Intelligence

4. SOME EXAMPLES
Website
Audience
Unique Visitors
Total Visits
Returning
Visitors
Pages
Consumed
Time on Site
Top Viewed
Pages
Demographics
Acquisition
Traffic Origin
Desktop,
Mobile, Tablet
Brand
Awareness
Web
Share of Voice
Competitive Set
SOV
Total Mentions
# use
Potential TW
Reach
Social
Audience
Total
Fans/Followers
New
Fans/Followers
Demographics
Engagement
Absolute
Engagement
Total
Engagement
Reach
Impressions
Organic vs. Paid
Content
Reach
Impressions
Engagement
Negative
Feedback
Ranking
App
Audience
IOS vs. Android
Downloads
Sessions
Top Pages
Demographics

5. DATA SOURCES & EXTRACTION
Creating a data extraction strategy
1. Establish all data requirements. Where can I get that data?
2. Any tools required to extract the data?
3. How frequently do I need to extract the data? Daily, Weekly, Monthly,
Quarterly. Establish availability and delivery timelines.
4. How to present the data – daily, weekly, monthly trending?

6. DATA VISUALISATIONS
Creating a data dashboard
1. Why visualise the data?
2. Who is the dashboard for – list of stakeholders?
3. Are there different requirements for different stakeholders? Detailed vs. Top X
approach, monthly vs. quarterly etc.
4. How long do stakeholders typically have to review a dashboard?

8. REACTING TO DATA
What to do with the data?
We now know what to collect, where to collect it from, when to collect it and how to
present it….what next?
- Establish regular review sessions with key stakeholders to analysis the output.
- What actions can be taken if KPI’s are performing poorly?
- Set targets and corresponding actions to help meet marketing objectives.
- What if the KPI’s are outperforming targets? Reallocate resources?

9. Define
Measurements
Establish Data
Sources
Gather Data
Visualize the
Data
Review KPI
Results
Set Targets
Review
Measurements
Performance
Intelligence

10. QUESTIONS

11. THANK YOU