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Convergence analytics - Anametrics
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Transcript of Convergence analytics - Anametrics
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Convergence Analytics:How Vendors are Delivering Multi-Channel Insight
Andrew EdwardsEfectyv
May 14, 2013
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Copyright 2013 Anametrix, Inc.
Connect Bring all your vendor, reference or corporate data together.
AnalyzeVisualize. Discover. Predict
ACTDrive Revenue and profitability.
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Andrew Edwards
1980s: Desktop Publishing
1990s: Multimedia and Web
2000-2011: Web Analytics
2012-13: Convergence Analytics
@AndrewVEdwards
1980s: Desktop Publishing
1990s: Multimedia and Web
2000-2011: Web Analytics
2012-13: Convergence Analytics
@AndrewVEdwards
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What is Convergence Analytics?
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What is Convergence Analytics?
A confluence of:
• digital marketing
• big data
• cloud computing
• APIs
• sophisticated visuals
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Why Convergence Analytics? Why Now?
Because the rush is on. . .
. . .to provide the best single-view into all marketing data.
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Everybody is Measuring Everything
• Convergence Analytics is the “one ring to rule them all”.
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Convergence Analytics: Common Characteristics
@AndrewVEdwards
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Convergence Analytics: Common Characteristics• Piping Data from Multiple Sources
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Marketers Need Enhanced Reality
New ways to look at complex, multi-channel data
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Convergence Analytics: Macro Drivers• A confluence of demand, technology and data:
ConvergenceAnalyticsCustomer
DemandAvailableTechnology
Data
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Web Analytics?
Not Enough
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This Matters to Marketers Because. . .• Convergence Analytics will change everything about digital marketing measurement
• Marketing becomes more central to organizational success
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Marketers in Control
New ways of looking at data allow marketers to remake the digital landscape. Measurement becomes. . .
less about
“engagement”
more about proving ROMI
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Convergence v. Single-Source Analytics
Multi-Channel: “Not in Kansas anymore”
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Copyright 2013 Anametrix, Inc.
Data Feeds: More is Better
Streaming Data3rd party services Batch data transfersListening
(publicly available from publishing services)
CensusWeatherMarket share / competitive data
Scheduled file integrationDatabase connectionsExcel UploadsAPI
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DATA FROM THE CLOUD
REFERENCE DATA
CORPORATE DATA
VISUALIZE
ANALYZE
PREDICT
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Copyright 2013 Anametrix, Inc.
More Data, Better Organized, How to Use It!
17
VISUALIZE
ANALYZE
PREDICT
CHANNELS
REFERENCE
CORPORATE
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Predictive Modeling
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The Marketers’ ApproachTo Data
DATA +
PROCESS
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Insight and Optimization:a “real life example”
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The 5 Essential Steps to Optimization
• 1-decide what to measure
• 2-use the right tools to measure
• 3-determine what the data has told you
• 4-make the changes
• 5-measure again to see if the changes worked
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“No Other Way”
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Copyright 2013 Anametrix, Inc.
Earned Media Impact on Paid Media
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“How do I get multi-channel data
OUT of the application(so I can share it)?”
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Water water everywhere. . .
. . .and not a drop to drink?
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How to Know What You Want to Know
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Competitive Data:
. . .where do I stand?
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Daily Author Dashboard
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Segmentation and Predictive Analytics
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Digging Deeper into Data:
• Brand Affinity• Readiness to Buy• Advanced
Segmentation
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Return on Investment
(Lift)
I like the view!I like the view!
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Key Points from our WebinarSummary
No more one-dimensional data
Convergence Analytics tools pull data from multiple sources and provide visual cohort analysis
Everybody needs a process to succeed
Now we can really see ROMI
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Questions?