Post on 06-May-2015
description
Becoming Data Driven……with Analytics!Timo JostenManaging Partner & Co-FounderSparkline
@strudelmeistertimo@sparkline.com
"Organizations should be sure they are educated about big data opportunities in their industry to ensure they are not missing the boat.”
-Gartner, June 2013
“…understanding 'what is big data' is the top challenge for 15 percent of organizations”
Digital Information Created
2013
Mobile subscribers
2013 6.8 B
2020 53 zettabytes
Internet users worldwide
2013 2.7 B
2020 5 B
2020 10 B
>2,700 exabytes
+$20 Billion through
Mobile in 1013
Candy Crush has 66m daily
actives
eBook sales almost
DOUBELD in 2012
PSY heads to almost 2
Billion views
Consumer Transformation
The Connected Consumer
Multi Touch Consumer Behavior
Source: http://www.google.com/think/infographics/how-do-people-shop-for-mobile-phones-infographic.htmlPublished April 2013
“Connecting products to the Web will be the 21st century electrification.”
The Internet of Things
What to do?
TWO basic ways to impact your online presence:
Improve your Website
Drive more traffic to your Website
Improve your CUSTOMER EXPERIENCE
It used to be Simple…
“Between the dawn of civilization and 2003, we only created five exabytes of information
Now we’re creating that amount every two days.”
-Hal Varian, Chief Economist, Google
Big Data Is A Business Strategy
“I’m not interested in data; I’m interested in translating data into information for decision making. . . So you take data, you turn it into information, you apply it, and you make better decisions because you know more than anybody else. I think that’s real power —and that was our hidden advantage for years.”
– Leonard Schaeffer, Retired CEO, Wellpoint
Interest in analytics is growing YoY
Most Companies We Speak to Today: Are you collecting
data?
✖
✔Is someone
dedicated to looking at that data on a
daily basis?
Are they recommending
actions in response?
Do they have a voice within your
organisation?
✖
✖
..when companies inject data and analytics deep into their operations, they can deliver productivity and profit gains that are 5 to 6 percent higher than those of the competition. -McKinsey Quarterly March 2013
Profitability & Growth Is Possible
Shoes of Prey
Interpreting Intelligence
10% increase in sales
Insights In Action: Amari Hotels
45%Increase In Sales
0%Budget
Increase
Paid Search
Paid Display
Attribution Modeling
“Working closely with Sparkline Analytics we harnessed new attribution models with Google Analytics' Attribution Modeling Tool, enabling us to truly optimize our marketing mix and resulting in a significant increase in bookings.”
- Chetan Patel, Vice President, Strategic Marketing & E-Commerce, Onyx Hospitality Group
Online Booking Increase by 45%
Display Spend increase 7-17%
Can someone help me?
Media
Button
Button:1. Sign Up2. Learn More3. Join Us Now4. Sign Up Now
Media:1. Get Involved Image2. Family Image3. Change Image4. Barack’s Video5. Springfield Video6. Sam’s Video
24 combinations tested….
Experimentation Results
$500m raised online
No one tests the depth of a river with both feet.
- African Proverb
Data Driven Decision Maker
my.barackobama.com/page/s/analysts-job-application
Understand Your Customer!
AUDIT: Take Full Data Ownership1
BUILD: Create a Data Strategy – ANALYZE & TEST!2
ITERATE – Become a Data Driven Decision Maker3
Create Simplicity, Empower Teams, Drive Results
Measurement & Evaluation Performance Analysis & Insights
Training & Support Testing & Understanding
Landing pages• +me on Google+
• @STRUDELMEISTER