1Escola Politécnica da Universidade de São Paulo │ Departamento de Engenharia de Produção

CREATING STRATEGIC VALUE THROUGH DIGITAL ANALYTICS

Claudio L. C. de OliveiraFernando J. B. Laurindo

1Claudio L. C. Oliveira & Fernando J. B. Laurindo

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Agenda• Purpose

• Research Framework

• Methodology

• Findings and conclusions

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Digital Analytics conceptDigital Analytics concept

“Digital Analytics is the measurement, collection, analysis and reporting of digital data for the

purposes of understanding and optimizing business performance”.

(CUTRONI, 2012)

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GoalsGoals• The main goal of this study is to understand how

companies use the concept of Digital Analytics and how to leverage their results from Digital Analytics implementation

• Specific goals:1. Developing a framework of Digital Analytics ;2. Verifying the application of this framework by the companies

empirically;3. Evaluating the Digital Analytics strategy alignment and its

contribution to business results ;4. Identifying the critical success factors for a Digital Analytics

implementation.

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Digital Analytics Digital Analytics frameworkframework

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MethodologyMethodologyThe research was planned in 5 phases in order to

manage the multiple case studies: 1. definition of a conceptual and theoretical

framework as described in the previous chapter; 2. case planning including an exploratory survey

with 76 business executives; 3. conduction of the pilot test; 4. collection of data of 7 case studies; 5. report generation.

Claudio L. C. Oliveira Fernando J. B. Laurindo

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Findings of the Findings of the exploratory surveyexploratory survey

Claudio L. C. Oliveira Fernando J. B. Laurindo

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1. The majority of the companies (68%) uses the Internet to collect information about competitors2. 53% of the companies collect data about prospects such as audience researches and

consumers profiles on social network3. 48% analyze the user behaviour on the corporate websites

gray scale is proportional to responses frequency

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Case characteristicsCase characteristics

Claudio L. C. Oliveira Fernando J. B. Laurindo

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Analyze of theAnalyze of themultiple case studiesmultiple case studies

Claudio L. C. Oliveira Fernando J. B. Laurindo

Uniform construct / variable application

Different levels of use per company

gray scale is proportional to Likert scale where 1 = low adherence and 5 =high adherence

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Analyze of theAnalyze of themultiple case studiesmultiple case studies

Case Context of Digital Analytics Application

E-Commerce

Continuous improvement of the usability, campaigns returns and consumers fidelity 4

Phonographic

Social media to promote the shows and to learn about the public preferences. Leveraging the crowdfunding. 4

Software Search engine marketing analyzes to increase sales, optimize return on investments of online campaigns and discover unexplored markets

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Foods The company utilized the analyzes to generate insights to build a close relationship with its consumer 3

Cars E-metrics to optimize campaigns and their website usability. The analyses are not sistematic. Focus is fragmented in each campaign

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Publishing Analyzes of the website usage and social media posts to support the corporate strategy, but not the online presence 2

Clothes The company is not monitoring of the social media and audience of the site to support business strategy or online presence

1Claudio L. C. Oliveira Fernando J. B. Laurindo

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ConclusionsConclusions• For the companies which strategies are strongly

based on the Internet as the e-commerce store and the music band, Digital Analytics is crucial.

• The software company strategy also depends highly on internet efforts. But it uses e-metrics with caution in order to not disrupt the offline business. Nevertheless, they get an expressive increase on sales and some insights to new offerings

• The foods, clothes and publishing companies used less the Digital Analytics practices than the others companies analyzed; it reduced the potential of e-metrics influence on the business results.

Claudio L. C. Oliveira Fernando J. B. Laurindo

12Escola Politécnica da Universidade de São Paulo │ Departamento de Engenharia de Produção

OBRIGADA!

Claudio L. C. Oliveira– cloliveira@usp.brFernando J. B. Laurindo – fjblau@usp.br

12Claudio L. C. Oliveira & Fernando J. B. Laurindo