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Presentation by DigitasLBi - Per A. Knudsen and Ida Mahler - April 2014 for "Netværket for Datadrevet Markedsføring" in Copenhagen. Theme: Online Analysis, including Analytics. Please notice: some cases from the original version are not included.
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Online Analysis - Using data to your advantage
3
Per A. Knudsen Digital Media Strategist
#Digitalmedia #Search #Digitalstrategy #Design #Roadcycling
Who we are
Ida Mahler Strategic Marketing Analyst
#Analytics #SocialMedia #Insights #Onlinebehaviour #Railroadtraveling
Agenda
• Introduction
• Organisations vs. online analysis
• Define your eco-system
• Using insights from online analysis
• Online analysis requires the right tools
Introduction
WHAT’S HAPPENING…
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What’s happening…
The web is turning social
Mobile is important
Digital influences the customer decision journey
Big data is out there
Digital strategy is important
Marketing 10 years ago
Marketing today
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Let’s party Like it’s
2014
11
Godt citat ind her….
"At fremhæve data som strategisk aktiv bliver lige så selvfølgeligt som i dag at sige, at en virksomhed anvender strøm eller internettet."
- Mikkel Holm Sørensen & Simon Bentholm
I watch
I am here
I browse
I buy
I like
I use I search
I travel
People produce data
Every minute:
680,000 content pieces are shared on Facebook.
100,000 tweets are sent
48 Hours of video are uploaded to YouTube
1 + 1 = 11
From Mad Men to Math Men
Organisations vs. online analysis
16
Siloed work hurt companies – and users
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Resources Money/internal competencies & knowledge
Classic barriers for companies
Risk That path is too uncertain Tools Lack of information/access to relevant tools Politics Other parts of the organisation stop the progress Technical issues Platform limitations
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Mathematician
Technician
Communicator
Actionman
To set up/work with data and models
To understand and use tools to gather relevant data
To communicate results and draw conclusions that make sense
To understand what it takes to use it actively in the organisation
Tough to find in one person…
Lack of resources
Being reactive is the new proactive
20
Digital marketing
Timely content yields increased engagement
Engagement
Tim
elin
ess
Planned marketing
TV
Billboard Print ad
Real-time marketing
21
Maersk
22
#TripleE
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#TripleE
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#TripleE
25
Volvo
26
VOLVO Volvo
27
VOLVO Volvo
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Volvo
Define your eco-system
What about your website?
31
The digital heart of a business is
your website
32
The corporate website isn’t dead,
but it must share the spotlight
Corporate websites
1992 – 2014?
Search is still important
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News
Brands
Social Contact
Inspiration
Products
I search for…
Is the ASOS
delivery reliable?
ASOS
ASOS jeans
This seasons spring
dresses?
Where is ASOS
located?
What is the latest ASOS
collection?
Search evolved with people
• Click distribution research from GroupM UK & Nielsen in eConsultancy:
http://econsultancy.com/dk/blog/10586-ppc-accounts-for-just-6-of-total-search-clicks-infographic
Image search
Product search
Video search
Standard search
Local search
Book search
Blog search
News search
App search
Patent search
What about social media?
Social media is the current…
Also for analysis purposes
What is the role of devices?
3000+ Different devices
150+ Screen sizes
Screen sizes and devices on a typical website
The year of mobile was 2007
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Start on a one device and continue on another 67%
Enable consumers to find platforms on multiple devices
throughout the path to purchase.
43
Start on a PC/Laptop 25%
Start on a smartphone 4% Continue
on tablet 61% Continue
on PC/Laptop
5% Continue on tablet
Start on a tablet Continue on
PC/Laptop
19% Continue on smartphone
65%
11% 10%
THE PURPOSE
45
DATA INSIGHTS CONTEXT CONTENT
Brand
Relevance bridge
I LOVE HATE THINK BELIEVE FEEL WISH
Brand values
& guidelines
Using insights from online analysis
THINK
FIRST
Are these the same people? • British
• Male
• Over 60
• Divorced
• Remarried
• High Income
• Children have left home
It starts with asking the right questions…
What do people search for?
What are people talking about?
How are competitors performing?
How is the content performing? How is the website performing?
What are the trends YOY?
What people
SEARCH for
What people TALK about
Combining
Content opportunity
Content opportunity
Website traffic - Compared to Google search trends
Website traffic
50
60
70
80
90
100
110
500,000
700,000
900,000
1,100,000
1,300,000
1,500,000
1,700,000
1,900,000
2,100,000
2,300,000
2,500,000
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51
Google trend
Internal search can provide
powerful insights
Your products?
Your content?
Your UX-performance?
ASOS
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Women Men
Based on
insights
Men vs. women
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Kuration (thought leadership)
Seasonal landingpages
Relevance
60
Campaign activation of content:
Website
#todayis
MEASURING PROCESS
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1 approach
New site
Current site
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Audit Performance Competitors
Barriers Opportunities
64
Requirements Migration
Device Search UX Etc.
Strategy*
*The strategy will change dependent on if it is a new or current site
65
Optimisation wheel
Data
Analysis
Insights
Implementation
Measurement
Search behaviour Social media behaviour Competitive behaviour On-site behaviour Contextual behaviour
Platform
Search data Social media/blog data Competitor data On-site data Contextual data
Site structure Wireframe Communication strategy Page design etc.
Strategic purpose
Prototype & coding Content Multi-channel implementation
Analytics/rapporting Continual testing Adjusting for success Measuring KPI’s
Online analysis requires the right tools
Online analysis tools
Followerwonk
Moz Google analytic
Twitanalyzer
Topsy
Google keyword planer Talkwalker
Sysomos Spredfast
Social mentions
Crimson Hexagon
Unmetrics Facebook insights
Page analyzer
Google social
Statigram
LinkedIn analytics
YouTube analytics
LinkedIn advertising
Google adwords
Gnasher
Übersuggest
SiteCatalyst
Omniture Simplymeasured Sharecount
True social metrics
Klipfolio Digiminds
Radian6
Google trends
Google barometre
BIG DATA ≠ BIG INSIGHTS
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Big data is a powerful tool for inferring correlations…
… not a magic wand for inferring causality.
Insights requires personal interpretations
Insights
Data 1 Data 2 Data 3
Relationship between sharing and reading an article
0:00:00
0:00:09
0:00:17
0:00:26
0:00:35
0:00:43
0:00:52
0:01:00
0:01:09
0
50
100
150
200
250
300
350
10 20 30 40 50 60 70 80 90 100 110 120 130 140 150 160 170 180 190 200 210
Av. No. of shares Av. Time spent on page
Yet again, it starts with asking the right questions…
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What tool(s) to use depends on…
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Insights
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Case example
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Tips and tricks to choose the best online analysis tool • Nice-to-have’s vs. must-have’s measurements
• Request a demo
• Consider whether you can afford a managed service-, self-service- or a hybrid model.
• Prioritize tools that can automate the reporting process.
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'Out of clutter, find
SIMPLICITY. From discord, find HARMONY. In the middle of difficulty lies OPPORTUNITY.'
- Albert Einstein
What did we learn today
Organisations must adapt to utilise digital
analytics
The right question gives the
right answer
Online analysis
should be scaled to
your business
The purpose with all
analysis is insights
