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Digital Age: The Business Framework
Kashif Khurshid
Sr. Strategist, Digital Analytics
February 2015
Competitive Advantage Through Intelligence & Integration
The Business Objectives (Digital)
Nurturing
• “The Path” to Acq. & Ret. with a higher focus on the journey rather than the activity
• Heavy use of analytics insights
• Full System Integrations
Retention
• Customer Engagement, Recency & Frequency
• Slightly complex KPI’s
• Some System Integration
Acquisition
• Sales, Traffic, CTR, CR, & ROI
• Few KPI’s
• Low System Integration
Easy Challenging
Most Focus Most Ignored
Strategic Advantage = Use of Analytics
Strategically Use Analytics
Data Silos (Standard Analytics)
Some Integration (Customization &
Segmentation)
Real-time Integration of Systems (Data
Activation & Personalization)
Strategic Uses of Analytics:
1. Measure & optimize marketing effectiveness (SEM, SEO, Email, Display, Social & etc.)
2. Ease of flows/funnels (path optimization)
3. Improvement in site design/content (add/improve functionality & content)
4. Better understand customers and prospects (Develop segmentation & targeting strategies)
5. Personalization (deliver right content to right people, on the right device at the right time)
6. Predictive modeling (forecasting)
Analytics Maturity Model
Moving Towards Omni-Channel Optimization…
The Digital Tool Box
Analytics Call Tracking Session Replays
Tag Management
System
Surveys Ratings & Reviews
Search Engine Optimization
Social Listening Tools
Data Insight Data Visualization
Predictive Modeling
Customer Relationship Management
A/B Testing Email & In-App Messaging
Paid Search & Media
Management
Content Management
System
Categories: (Choose your Weapons)
Mobile, Web , App Marchex, Mongoose Tealeaf, ClickTale Ensighten, Tealium
Foresee, UserZoom BazaarVoice, Re-Vu
BlueKai, Quantcast, Demandbase
Radian6, Hoot suiteConductor, SEOClarity
Tableau, Domo, Qlikview
Revolution Analytics, SAS, TIBCO
SalesForce, Infusionsoft
Teamsite, DrupalKenshoo, MarinExactTarget, LocalyticsMonetate, Optimizely
Act
ion
able
Inte
llige
nce
Digital Age Formula for Success:
Intelligence Integration User Experience
Competitive Advantage
Levers for Digital Activation1. Content & Functionality
– Headlines / Paragraphs
– Ratings / Reviews
– Video’s
– Calculators/ Estimation Tools
– Forms / Chat
– News Letters/ value adders/ Trials
2. Design
– UX/ ease of use / delivery
– Layout / navigation / interactivity
– Mobile friendly
3. Personalization
– A/B Testing
– Segment Targeting
– Providing a unified experience
4. Marketing
– SEM
– SEO
– Display
– Email/ In App Messaging
– Social
5. Price
– Promo codes
– Value proposition, guarantee, etc.
6. Shifts & Trends
– Add/move services online
– High-cost channel to low-cost channel
– Desktop to Mobile / Tablets / Gaming
– Custom Apps
– Web beacon- geo fencing
– Wearables (watches, glasses, & etc.)
SalesIn
no
vation
Exp
erie
nce
