Business Forecasting and Analytics Forum: Combining Lean and Agility to Manage Demand Uncertainty
Analytics & Optimization Agility - Agility2013
description
Transcript of Analytics & Optimization Agility - Agility2013
![Page 1: Analytics & Optimization Agility - Agility2013](https://reader034.fdocuments.in/reader034/viewer/2022051820/55386fb74a7959016b8b47b2/html5/thumbnails/1.jpg)
Enterprise Tag Management
Analytics and Optimization Agility Derek Gilbert | Product Innovator & Optimization Coach
![Page 2: Analytics & Optimization Agility - Agility2013](https://reader034.fdocuments.in/reader034/viewer/2022051820/55386fb74a7959016b8b47b2/html5/thumbnails/2.jpg)
#agility2013
What have we learned?
…that the difficulties we all face are similar regardless of size or industry.
That all websites
are in the Customer Service Industry regardless of their company
![Page 3: Analytics & Optimization Agility - Agility2013](https://reader034.fdocuments.in/reader034/viewer/2022051820/55386fb74a7959016b8b47b2/html5/thumbnails/3.jpg)
#agility2013
What is Agility
3 | Ensighten – Confidential, All Rights Reserved.
The ability of a system to rapidly respond to change by adapting its initial stable configuration. …and what is it good for?
Agility as a concept incorporates the ideas of flexibility, balance, adaptability, and coordination. In a business context, this is the ability of an organization to rapidly adapt to market and environmental changes in productive and cost-effective ways
![Page 4: Analytics & Optimization Agility - Agility2013](https://reader034.fdocuments.in/reader034/viewer/2022051820/55386fb74a7959016b8b47b2/html5/thumbnails/4.jpg)
#agility2013
Digital Marketing Today…
24/7 global businesses, requiring real-time marketing reaction.
Dependent on 3rd party digital marketing services - analytics, advertising, social sharing, etc.
Inability to modify or deploy digital marketing services quickly.
- site-wide release cycles; availability of IT or agency resources
Customers interact via the wired website, mobile website, mobile apps, offsite advertising, POS, etc.
Customers expect a 1-1 experience in their digital brand interactions.
4 | Ensighten, LLC. - Confidential, All Rights Reserved.
…is demanding.
![Page 5: Analytics & Optimization Agility - Agility2013](https://reader034.fdocuments.in/reader034/viewer/2022051820/55386fb74a7959016b8b47b2/html5/thumbnails/5.jpg)
#agility2013
Optimizing Digital Marketing seems simple…
Version A
Version B
OR
![Page 6: Analytics & Optimization Agility - Agility2013](https://reader034.fdocuments.in/reader034/viewer/2022051820/55386fb74a7959016b8b47b2/html5/thumbnails/6.jpg)
#agility2013
Yet few have moved out of basic testing.
Why have so few succeeded?
Ad Hoc Testing
Full Scale Implement
ation
Disciplined Testing Series
Full Time Iterative Testing
Optimization Organization
![Page 7: Analytics & Optimization Agility - Agility2013](https://reader034.fdocuments.in/reader034/viewer/2022051820/55386fb74a7959016b8b47b2/html5/thumbnails/7.jpg)
#agility2013
Common Issues
Scalability issues
Long deployment cycles
Management complexity
Not leveraging in-house data
Less than ideal page performance
Mired in Legal, IT, or internal politics
Unable to dynamically interact with customers
Unable to integrate marketing vendor solutions
Lack of coordinated “one voice” marketing effort
Right hand doesn’t know what the left hand is doing
![Page 8: Analytics & Optimization Agility - Agility2013](https://reader034.fdocuments.in/reader034/viewer/2022051820/55386fb74a7959016b8b47b2/html5/thumbnails/8.jpg)
#agility2013
Common Issues
Is there any wonder why companies struggle?
![Page 9: Analytics & Optimization Agility - Agility2013](https://reader034.fdocuments.in/reader034/viewer/2022051820/55386fb74a7959016b8b47b2/html5/thumbnails/9.jpg)
#agility2013
Is There a Bigger Picture?
What do companies with successful optimization programs have in common?
![Page 10: Analytics & Optimization Agility - Agility2013](https://reader034.fdocuments.in/reader034/viewer/2022051820/55386fb74a7959016b8b47b2/html5/thumbnails/10.jpg)
#agility2013
Optimization is a Philosophy applied to everything
Holistic Optimization
![Page 11: Analytics & Optimization Agility - Agility2013](https://reader034.fdocuments.in/reader034/viewer/2022051820/55386fb74a7959016b8b47b2/html5/thumbnails/11.jpg)
#agility2013
Ninjas vs. Pirates
![Page 12: Analytics & Optimization Agility - Agility2013](https://reader034.fdocuments.in/reader034/viewer/2022051820/55386fb74a7959016b8b47b2/html5/thumbnails/12.jpg)
#agility2013
Our Approach
![Page 13: Analytics & Optimization Agility - Agility2013](https://reader034.fdocuments.in/reader034/viewer/2022051820/55386fb74a7959016b8b47b2/html5/thumbnails/13.jpg)
#agility2013
Over Documentation, Red Tape, and Bottlenecks are counter-productive
![Page 14: Analytics & Optimization Agility - Agility2013](https://reader034.fdocuments.in/reader034/viewer/2022051820/55386fb74a7959016b8b47b2/html5/thumbnails/14.jpg)
#agility2013
Operational Frankenstein - the original intention is lost over time
![Page 15: Analytics & Optimization Agility - Agility2013](https://reader034.fdocuments.in/reader034/viewer/2022051820/55386fb74a7959016b8b47b2/html5/thumbnails/15.jpg)
#agility2013
Governance playbook is outdated and can't possible prepare teams for every possible scenario
"We don't have time to discuss this in a committee."
![Page 16: Analytics & Optimization Agility - Agility2013](https://reader034.fdocuments.in/reader034/viewer/2022051820/55386fb74a7959016b8b47b2/html5/thumbnails/16.jpg)
#agility2013
"Best Practice" is a Myth
![Page 17: Analytics & Optimization Agility - Agility2013](https://reader034.fdocuments.in/reader034/viewer/2022051820/55386fb74a7959016b8b47b2/html5/thumbnails/17.jpg)
#agility2013
Our Approach
![Page 18: Analytics & Optimization Agility - Agility2013](https://reader034.fdocuments.in/reader034/viewer/2022051820/55386fb74a7959016b8b47b2/html5/thumbnails/18.jpg)
#agility2013
Automate and increase efficiency so teams are free to focus on what marketers do best. . .
Automate & Innovate
![Page 19: Analytics & Optimization Agility - Agility2013](https://reader034.fdocuments.in/reader034/viewer/2022051820/55386fb74a7959016b8b47b2/html5/thumbnails/19.jpg)
#agility2013
Creative, Engaging Conversations
![Page 20: Analytics & Optimization Agility - Agility2013](https://reader034.fdocuments.in/reader034/viewer/2022051820/55386fb74a7959016b8b47b2/html5/thumbnails/20.jpg)
#agility2013
Marketing Operations – One Team, One Goal
![Page 21: Analytics & Optimization Agility - Agility2013](https://reader034.fdocuments.in/reader034/viewer/2022051820/55386fb74a7959016b8b47b2/html5/thumbnails/21.jpg)
#agility2013
Our Approach
![Page 22: Analytics & Optimization Agility - Agility2013](https://reader034.fdocuments.in/reader034/viewer/2022051820/55386fb74a7959016b8b47b2/html5/thumbnails/22.jpg)
Enterprise Tag Management
Thank You!