Action Nugget multi-channel marketing analytics agency. Capabilities deck.

1. Action Nugget
Capabilities
May 2012

2. ‘…marketing-accountability programs can be a
complete waste of time-unless they are designed to
inform business decisions. […] 58% of companies
surveyed have formal marketing accountability
programs, but only 28% report being satisfied with
their ability to use ROI metrics to take action.
Often, companies are swept up in the "metrics mania''
without any way to tie insights to business results…’
Advertising Age

3. Introduction
This document aims to demonstrate the Action
Nugget approach to reporting, analysis and
insights.
This is how Action Nugget moves marketing
organizations along the Insights Continuum.

4. The Insights Continuum
Our Mission: Help companies make better
decisions by enabling their move up and
Useful
along the Analytics Continuum from
reporting to insights. Real business 5. Integrated channel
Impact decision making
4. Multi-channel
reporting
Most 3. Individual channel
companies analytics & optimization
2. Single-channel
reporting; Financial,
raw data
We believe that the majority of large 1. Intuitive;
Feel, not think;
companies are in the 3-Zone - able to gather Little or no solid
large amounts of data from various, un- Information
integrated sources but unable to act in an
integrated way. We want to move them to Difficult to
making decisions using integrated data from Implement
many channels.

5. ‘…Action Nugget did an amazing job of making
strategic optimization recommendations that we and
our digital agency could take immediate action on.’
Deanna Schindler-Ord
Nike Sportswear

6. The Work
The following slides show some examples of the work we have
done and illustrate some of our principles:
- Multiple data source analysis
- Goal-setting
- Baseline dashboards
- Information design
- Actionable insights
From a technology perspective, we use most data-producing
tools such as Adobe SiteCatalyst suite, Google Analytics,
Facebook and YouTube Insights, DART, Radian6, along with
many others. We are tool-agnostic.

7. Multiple Site Instances / Commerce
This is an example of a summary report
showing total traffic broken down for
multiple site instances along with key
ecommerce metrics.
Note the analysis bar describing the
week’s data at bottom. We try to
include one on every page.
analysis bar

8. ‘…Action Nugget brought an extraordinary level of
strategic and analytical thinking to the campaigns---
along with great service…’
Milind Pandit
Intel

9. Baselines, Dashboards & Goal-Setting (1)
1. Working closely with the client-side
project owners on one program, we
defined KPIs and goal levels.
One of the key challenges facing
marketers is setting reasonable,
achievable yet aggressive goals for their
campaigns. Using our experience with
this and other clients and basing our
calculations on the projected media
plan, we were able to develop goals
that all constituents could agree on.
Setting common goals provided a
framework to allow us to answer the
very thorny question: ‘Was this
campaign successful?’
Some of the program goals are shown
here.

10. Baselines, Dashboards & Goal-Setting (2)
2. After setting goals, we provided a
weekly dashboard with analysis on how
programs performed vs. the goals and
insights on how they could narrow the
gaps on under-performing goals.
By monitoring the campaign’s
performance in relation to goals and
suggesting remedies to under-
performing work-streams, we enabled
the client to hit or exceed the campaign
expectations.

11. ‘Action Nugget is capable of turning what sometimes
seem like ephemeral social marketing interactions into
concrete and measurable value.’
Reggie Wideman
tenfour agency

12. Regular Report Builder Dashboards
Here’s an example of how we used
Report Builder to run weekly reports
based on data from an iPhone app.
This report also has some nifty Excel
automation to translate some of the
obscure Omniture data into more user-
friendly measures such as ‘Average
Length of Workout’.

13. Information Design
We believe strongly in the value of
information design. Clear and intuitive
design aids understanding and
improves analysis.
It’s a lot more work to design and
produce reports this way, but we
believe it’s worthwhile.

14. Search
Search analysis, both external and
internal (on-site) are an important part
of the services we offer.

15. What’s with the What makes us
name? different?
Two things, really:
Every analysis and
observation we provide 1. We are truly data-source agnostic.
has to be Actionable We’re not a media, social, mobile
branding, digital or outdoor agency. We
just take data from everywhere and
make sense of it. That allows us to be
objective in our recommendations.
Every piece of analysis
2. We are marketers first, data geeks
should be a digestible
second. We provide actionable insights
and valuable Nugget of
from a marketing perspective.
insight
Every one of your agencies says that they
can do this but ask yourself: ‘Are they really
channel agnostic and can they act on their
insights?’

16. Action Nugget in…action (1)
A digestible, actionable insight.
Here’s how it works.
"I'd like a 300% increase in registrations through my mobile app please."
1. Identified the issue - low registration rate via the app. Tons of people were using the app but only around
1% of users was registering.
2. Isolated the cause. Basically, there was no compelling reason to sign up. Originally, the agency that
produced the app hoped that being able to save your activity into a profile would be a compelling enough
reason to register but most users were happy to just use the app without setting up a profile.
3. Then came insights - the suggestions for improvement.
High quality content compels people to sign up and even pay for stuff. NY Times saw 300k web-only paid
subscribers since they launched their 'paywall'.
4. The Action Nugget. We recommended that the client create exclusive content that you can only access if
you register, in this case exclusive workout videos. It's called a reg-wall*, where you have to register to get
through the wall to the content.
5. The results. Check it out. The numbers speak for themselves ->
*We may have even invented the term 'reg-wall'

17. Action Nugget in…action (2)
The
numbers
speak for
themselves

18. Get in touch
We would love to hear more about your analytics and
insights challenges.
Contact Robert Sandler, Managing Partner:
robert@actionnugget.com
+1 503 720 7453