– DATA ANALYTICS FOR MARKETING –

21 January 2016

HUSKIES DATA OFFERINGPerformance Intelligence

Monitor marketing campaigns and their outcomes.

Creative Intelligence

Leverage existing customer data to gain insights, attract new customers, improve customer retention and enhance marketing campaign performance.

MarketingIntelligence

Align marketing activities to key business strategies and financial measures. Valuable trends and relationships can be extracted from large data sets and such information can be used to provide actionable business decisions.

WHAT IS A GOOD MEASUREMENT?- Does it support the marketing objective?

- Is it “need to know” or “nice to know”? Establish if you are wasting time and

efforts gathering and reviewing “nice to know” metrics

- What insight does it provide?

- Can you make a decision from it?

Performance Intelligence

SOME EXAMPLESWebsite

Audience

Unique Visitors

Total Visits

Returning Visitors

Pages Consumed

Time on Site

Top Viewed Pages

Demographics

Acquisition

Traffic Origin

Desktop, Mobile, Tablet

Brand Awareness

Web

Share of Voice

Competitive Set SOV

Total Mentions

# use

Potential TW Reach

Social

Audience

Total Fans/Followers

New Fans/Followers

Demographics

Engagement

Absolute Engagement

Total Engagement

Reach

Impressions

Organic vs. Paid

Content

Reach

Impressions

Engagement

Negative Feedback

Ranking

App

Audience

IOS vs. Android Downloads

Sessions

Top Pages

Demographics

DATA SOURCES & EXTRACTIONCreating a data extraction strategy

1. Establish all data requirements. Where can I get that data?

2. Any tools required to extract the data?

3. How frequently do I need to extract the data? Daily, Weekly, Monthly,

Quarterly. Establish availability and delivery timelines.

4. How to present the data – daily, weekly, monthly trending?

DATA VISUALISATIONSCreating a data dashboard

1. Why visualise the data?

2. Who is the dashboard for – list of stakeholders?

3. Are there different requirements for different stakeholders? Detailed vs. Top X

approach, monthly vs. quarterly etc.

4. How long do stakeholders typically have to review a dashboard?

REACTING TO DATAWhat to do with the data?

We now know what to collect, where to collect it from, when to collect it and how to present it….what next?

- Establish regular review sessions with key stakeholders to analysis the output.

- What actions can be taken if KPI’s are performing poorly?

- Set targets and corresponding actions to help meet marketing objectives.

- What if the KPI’s are outperforming targets? Reallocate resources?

Define Measurement

s

Establish Data Sources

Gather Data

Visualize the Data

Review KPI Results

Set Targets

Review Measurement

s

Performance Intelligence

QUESTIONS

THANK YOU