Becoming Data Driven.. with Analytics!

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Becoming Data Driven… …with Analytics! Timo Josten Managing Partner & Co-Founder Sparkline @strudelmeister [email protected]

description

Presented by Mr Timo Josten, Co-founder of Sparkline, at ISS Seminar: Analytics for Enhanced Customer Experience on 9 May 2014.

Transcript of Becoming Data Driven.. with Analytics!

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"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”

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The Connected Consumer

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Multi Touch Consumer Behavior

Source: http://www.google.com/think/infographics/how-do-people-shop-for-mobile-phones-infographic.htmlPublished April 2013

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“Connecting products to the Web will be the 21st century electrification.”

The Internet of Things

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What to do?

TWO basic ways to impact your online presence:

Improve your Website

Drive more traffic to your Website

Improve your CUSTOMER EXPERIENCE

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It used to be Simple…

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“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

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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

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Interest in analytics is growing YoY

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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?

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..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

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Shoes of Prey

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Interpreting Intelligence

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10% increase in sales

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Insights In Action: Amari Hotels

45%Increase In Sales

0%Budget

Increase

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Paid Search

Paid Display

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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%

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Can someone help me?

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Media

Button

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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….

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Experimentation Results

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$500m raised online

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No one tests the depth of a river with both feet.

- African Proverb

Data Driven Decision Maker

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my.barackobama.com/page/s/analysts-job-application

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Understand Your Customer!

AUDIT: Take Full Data Ownership1

BUILD: Create a Data Strategy – ANALYZE & TEST!2

ITERATE – Become a Data Driven Decision Maker3

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Create Simplicity, Empower Teams, Drive Results

Measurement & Evaluation Performance Analysis & Insights

Training & Support Testing & Understanding

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• @STRUDELMEISTER