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From Digital Analytics
to Insights:
Data-Driven Decision Making & Changes in Consumer
Trends to Effectively Develop Below-...
About Me
Pithan Rojanawong
Vice President,
Head of UX Design & Analytics at
Krungthai-AXA Life Insurance PCL
• User Experi...
“You can have data without information,
but you cannot have
information without data.”
Daniel Keys Moran
An American compu...
What Digital Analytics
Really Is
#1
is the analysis of qualitative and quantitative data
from your business and the competition to drive a
continual improveme...
web analytics
social media
analytics
usability testsemail
marketing
search
analytics
mobileappscontent
marketing
customer ...
How Digital Analytics Can Work With Different Teams
Marketing Products ExecutiveIT
Landing page
optimisation
Lifetime valu...
DigitalAnalyticsMaturity
Identify Your
Data Source
#2
Internal & External Digital Analytics Data
Internal
Web analytics
Mobile applications
Your social media
analytics
Usabilit...
“Context Drives Device Choice
Throughout the Day”
Consumer Trends/Research
Know all your available data sources
and metrics you can get from these sources
So you can pick the ones that fit
with you...
Analytics Planning
& Define Metrics
#3
3 Steps to DIY Digital Analytics
1. Clear on business goals & objectives
Translate objectives into goals. There shouldn’t ...
Create
Engagement
Generate LeadsCreate
Awareness
Avinash Kaushik’s Framework
Website Goal
Reinforce
Online/Offline
Advertis...
RACE Framework
REACH
awareness & visits
VISITORS
ACT
awareness & visits
LEADS
CONVERT
awareness & visits
SALES
ENGAGE
awar...
Metrics Checklist
Good Metrics
Measure usage of a product by a person. The usage
should be specific
Great Metrics
Makes you...
Digital Analytics
Tools Selection
#4
Tool Selection Checklist
1. Who’s going to be using it?
No tools are smart enough to give you out-of-the-box
actionable an...
The 10/90 Rule
#5
“20%of organizations do not have
marketing analytics, which means they have
zero insight into online behavior.”
The 2014 M...
“It’s the People”
• Our Goal: Highest value from digital analytics
implementation
• Cost of analytics tool & vendor profes...
It’s the People (who do most of the work)
Learn From
Past Campaigns
#6
Data from
Past Campaigns
and/or from
Web Analytics
Segmentations
Personalisation
Design & Development IT & Infrastructure
...
We study the data of our previous LINE sticker launch
to estimate traffic to our website
to prepare in terms of IT infrast...
#7
Every Little Thing
Counts
Always Track Traffic to Your Site
campaign
ichild_2015
source
line
source
facebook_ads
medium
post
medium
rich_menu
Build ...
Use Your Links in Other Media
http://www.yoursite.com?
utm_campaign=ichild_2015&
utm_source=billboard&
utm_medium=qrcode
A...
Data Supports
Assumptions
(Not Answers)
#8
Data from Analytics Tell Us
We Need to Find Out
WHAT
is/was happening?
WHY
it is/was happening?
video clip
Always Aim to
Learn More About
Your Users
#9
3 Ideas to Learn More About Your Users
1. Learn from Paid Search Queries
If you run paid search campaigns, data can tell y...
Keep Testing
#10
A/B Tests = Optimisation + User Insights
Image: VWO
Image: MOZ
Digital Analytics = Ongoing Process
Business
Objectives
RUN CAMPAIGNS
Measure & monitor
performance
LEARN
Analyse results,...
Thank You
Pithan Rojanawong November 25, 2015
Resources
• https://analyticsacademy.withgoogle.com/course01/assets/pdf/
DigitalAnalyticsFundamentals-Lesson2.1Theimportan...
From Digital Analytics to Insight
From Digital Analytics to Insight
From Digital Analytics to Insight
From Digital Analytics to Insight
From Digital Analytics to Insight
From Digital Analytics to Insight
From Digital Analytics to Insight
From Digital Analytics to Insight
From Digital Analytics to Insight
From Digital Analytics to Insight
From Digital Analytics to Insight
From Digital Analytics to Insight
From Digital Analytics to Insight
From Digital Analytics to Insight
From Digital Analytics to Insight
From Digital Analytics to Insight
From Digital Analytics to Insight
From Digital Analytics to Insight
From Digital Analytics to Insight
From Digital Analytics to Insight
From Digital Analytics to Insight
From Digital Analytics to Insight
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From Digital Analytics to Insight

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From Digital Analytics to Insights: Data-Driven Decision Making & Changes in Consumer Trends to Effectively Develop Below-the-Line Campaigns / Guest speaking on Nov 25, 2015 at Asia Business Connect's Conference on
"Effective Below-the-Line Marketing Strategies"

Publicada em: Marketing

From Digital Analytics to Insight

  1. 1. From Digital Analytics to Insights: Data-Driven Decision Making & Changes in Consumer Trends to Effectively Develop Below-the-Line Campaigns Pithan Rojanawong November 25, 2015
  2. 2. About Me Pithan Rojanawong Vice President, Head of UX Design & Analytics at Krungthai-AXA Life Insurance PCL • User Experience • Digital Analytics • Data-Driven Digital Marketing • Front-End Development linkedin.com/in/pithan
  3. 3. “You can have data without information, but you cannot have information without data.” Daniel Keys Moran An American computer programmer and science fiction writer.
  4. 4. What Digital Analytics Really Is #1
  5. 5. is the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes… Google Analytic Academy Defining “digital analytics” in Digital Analytics Fundamentals Digital Analytics
  6. 6. web analytics social media analytics usability testsemail marketing search analytics mobileappscontent marketing customer data voice of consumers
  7. 7. How Digital Analytics Can Work With Different Teams Marketing Products ExecutiveIT Landing page optimisation Lifetime value / Customer segmentation Search engine marketing Ad & media plan optimisation Social media optimisation Behavioural analysis Search engine optimisation Funnel & flow optimisation Application & product performance Dashboard Scorecard Custom research Financial performance Competitive intelligence Performance monitoring Site usage capacity planning Disaster recovery Infrastructure Enhancement
  8. 8. DigitalAnalyticsMaturity
  9. 9. Identify Your Data Source #2
  10. 10. Internal & External Digital Analytics Data Internal Web analytics Mobile applications Your social media analytics Usability tests & A/B tests External Consumer trends Search trends Digital ads tools & analytics SEO tools Competitors data
  11. 11. “Context Drives Device Choice Throughout the Day” Consumer Trends/Research
  12. 12. Know all your available data sources and metrics you can get from these sources So you can pick the ones that fit with your campaigns later
  13. 13. Analytics Planning & Define Metrics #3
  14. 14. 3 Steps to DIY Digital Analytics 1. Clear on business goals & objectives Translate objectives into goals. There shouldn’t be too many objectives. Each one can have many goals. 2. Define KPIs of each goal Each goal can have several KPIs. KPIs must be measurable, measured with data from your digital analytics sources 3. Define segmentation for future optimisation What could make an impact on the outcome? Source of traffic? Mobile device OS? Geography?
  15. 15. Create Engagement Generate LeadsCreate Awareness Avinash Kaushik’s Framework Website Goal Reinforce Online/Offline Advertising Website Goal Capture leads: Emails/Contacts Website Goal Provide users with information Website Goal Website Engagement ABC Website KPI Branded traffic Target 7K visits/month KPI Conversion E-newsletter Target 100 subscription/ month KPI # of PDF downloads Target 500 downloads/ month KPI Visitor loyalty Target 50% repeated visits Segments Traffic sources Converted visits Segments Traffic sources Segments Document types Geography Segments # of visits/month
  16. 16. RACE Framework REACH awareness & visits VISITORS ACT awareness & visits LEADS CONVERT awareness & visits SALES ENGAGE awareness & visits % ACTIVE CUSTOMERS BOUNCE RATE % CONVERSION TO LEAD % CONVERSION TO SALE % CUSTOMER CONVERSION REVENUE PER VISIT LEAD VALUE PER VISIT SALES VALUE LIFETIME VALUE CPC: COST PER CLICK CPL: COST PER LEAD CPS/CPA: COST PER SALE VOLUME QUALITY VALUE COST
  17. 17. Metrics Checklist Good Metrics Measure usage of a product by a person. The usage should be specific Great Metrics Makes you look at all other metrics and think “none of those other numbers matter if we don’t get this right first” Total # of Registered Users # of new Users Per Week # of Users Who Login 3+ times/month GoodUnhelpful Great
  18. 18. Digital Analytics Tools Selection #4
  19. 19. Tool Selection Checklist 1. Who’s going to be using it? No tools are smart enough to give you out-of-the-box actionable and valuable insights. You still need a human to do the work! 2. DIY Analytics VS Outsourcing Outsourcing digital analytics to vendors could mean including tools + someone to make use of them for you. 3. Try Before You Buy Most digital analytics tools have alternative ones. Try the free trial/version. Sometimes the free version gives you everything you need.
  20. 20. The 10/90 Rule #5
  21. 21. “20%of organizations do not have marketing analytics, which means they have zero insight into online behavior.” The 2014 Marketing Score Report Look at how 318 marketers, executives, and entrepreneurs rate their organisations
  22. 22. “It’s the People” • Our Goal: Highest value from digital analytics implementation • Cost of analytics tool & vendor professional services: $10 • Required investment in "intelligent resources/ analysts": $90 • Bottom-line for Magnificent Success: It’s the people -Avinash Kaushik, Digital Marketing Evangelist - Google
  23. 23. It’s the People (who do most of the work)
  24. 24. Learn From Past Campaigns #6
  25. 25. Data from Past Campaigns and/or from Web Analytics Segmentations Personalisation Design & Development IT & Infrastructure Marketing & Communication
  26. 26. We study the data of our previous LINE sticker launch to estimate traffic to our website to prepare in terms of IT infrastructure
  27. 27. #7 Every Little Thing Counts
  28. 28. Always Track Traffic to Your Site campaign ichild_2015 source line source facebook_ads medium post medium rich_menu Build your link at https://support.google.com/analytics/answer/1033867?hl=en medium xxx http://www.yoursite.com? utm_campaign=ichild_2015& utm_source=line& utm_medium=rich_menu
  29. 29. Use Your Links in Other Media http://www.yoursite.com? utm_campaign=ichild_2015& utm_source=billboard& utm_medium=qrcode Add tracking parameters http://bit.ly/12rvnion3f9823 Shorten the full URLs Use in SMS Create QR codes
  30. 30. Data Supports Assumptions (Not Answers) #8
  31. 31. Data from Analytics Tell Us We Need to Find Out WHAT is/was happening? WHY it is/was happening?
  32. 32. video clip
  33. 33. Always Aim to Learn More About Your Users #9
  34. 34. 3 Ideas to Learn More About Your Users 1. Learn from Paid Search Queries If you run paid search campaigns, data can tell you so much about users’ intents. 2. Learn from A/B Testing Running A/B or multivariate tests have never been so easy. Plus there are many affordable or free tools out there. 3. Always Segment Your Data Chances are you also have several groups of users to work on. And most of them have different behaviours. Segment them and learn about each segment.
  35. 35. Keep Testing #10
  36. 36. A/B Tests = Optimisation + User Insights Image: VWO
  37. 37. Image: MOZ
  38. 38. Digital Analytics = Ongoing Process Business Objectives RUN CAMPAIGNS Measure & monitor performance LEARN Analyse results, learn from the campaigns TESTING Keep testing to optimise outcomes PLAN Define goals, KPIs, segments
  39. 39. Thank You Pithan Rojanawong November 25, 2015
  40. 40. Resources • https://analyticsacademy.withgoogle.com/course01/assets/pdf/ DigitalAnalyticsFundamentals-Lesson2.1TheimportanceofdigitalanalyticsText.pdf • http://www.slideshare.net/TopRankin/3-months-to-success-a-digital-analytics-plan- emetrics • http://www.kaushik.net/avinash/the-10-90-rule-for-magnificient-web-analytics- success/ • http://www.slideshare.net/Smart-Insights/10-steps-to-actionable-analytics-for-digital- marketing • http://www.slideshare.net/widen/analytics-presentation-39727380 • http://www.analytics-tools.com/ • http://www.slideshare.net/adelphidigital/16-digital-trends-to-shape-2016 • http://www.slideshare.net/ericbryn/digital-marketing-analytics-lecture-1-43616208 Pithan Rojanawong November 25, 2015

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