Top Takeaways from 30 Analytics Leaders

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  1. 1. ANALYTICSLEADERS CHANGING THE INDUSTRY30 T O P T A K E A W A Y S F R O M
  2. 2. Datagovernancecanbeamovingtarget,anddigitalmarketinganalystsaretaskedwithkeepingabreastof thenear-constantemergenceofanalyticstrendsandtechnologies.ObservePointtapped30ofthebrightest mindsintheindustryatthevirtual2016AnalyticsSummittoweighinonanalyticsstrategiestotakeyour teamtothenextlevel.Theirinsightsaresharedhere.
  3. 3. RustyWarner Principal Analyst, Forrester Top-performing companies make data governance a priority. When they do that, the governance itself is performance-based,anditresultsinthosecompaniesbecomingmorecompetitiveandenablesthemtotake advantageofmoremarketingopportunities.Customerinsightprofessionalsarefrustratedthattheyareunable tobemoreproactivewhenusingdatatodrivedecision-making.Thatishavingaknock-oneffectontheirability toimpactcustomerjourneysandapplytherighttechnologytobetterservetheircustomers.
  4. 4. SusanVertrees Senior Adobe Analytics Consultant, Adobe Decisionsbasedonbaddataareworsethandecisionsbasedonnodataatall.Thecustomerdoesn'tseethe siloes.Butanalyticsdepartmentsareofteninsiloes.Siloeddepartmentsleadtosiloedthinking.Thisisaprob- lembecauseitcanleadtoinconsistentdata,implementationmethodology,anddefinitionsofmetrics.Ifyou havearichdatasetwithconsistenttrackinganddatapointsbetweenbusinessunits,yougetgreatervalue fromthatdatasetthanifinformationwasspreadacrosssiloes.
  5. 5. AdamGreco Senior Partner, Analytics Demystified "Being creative is as important as being smart. Organizations often struggle to figure out what they should reallyanalyze,whatiscriticalandwhatisn't.Analyzethingsthatwouldgetsomeonepromotedorsomeone firedanalyzethingsthatreallymattertothebusiness.
  6. 6. KristaSeiden Analytics Advocate, Google "Asanalysts,weknowadecentamountaboutouronlinecustomers,becausewecanseetheironlinebehavior usinganalyticstools.Weknowwheretheycamefrom,whattheyarelookingatorclickingonourwebsite,and whetherornottheyvecompletedourgoalsorKPIs.Weareabletosliceanddiceourdatatoseparateourcus- tomersbasedontheiractions,demographics,andinterests.Yetmostofthetime,wearestillservingthemthe exactsamewebsiteexperience.Astheindustrycontinuestogrowandevolve,ourcustomer'sexpectationsof agooduserexperiencedotoo,andincreasingly,theyareexpectingamorepersonalexperience.Goingforward, ifyounotarefocusedonprovidingthatpersonalizedexperiencetoyourcustomers,youarenotgoingtowin.
  7. 7. BrentDykes Director of Data Strategy, Domo Ashumanbeings,welovestories.Asanalyticsexperts,welovedata.It'suptoustotakethosenumbersandpro- videthenarrative.Emotionisthetriggerthathelpsustomakedecisions.Asdatastorytellerswewanttotakethe factsandtheinsightsthatwehaveandusethemtotapintotheemotionalsideofdecision-making.Thephrasedata storytellinghasbeenassociatedwithmanythingsdatavisualizations,infographics,dashboards,datapresenta- tions,andsoon.Toooftendatastorytellingisinterpretedasjustvisualizingdataeffectively,however,itismuchmore thanjustcreatingvisuallyappealingdatacharts.Datastorytellingisastructuredapproachforcommunicatingdata insights,anditinvolvesacombinationofthreekeyelements:data,visuals,andnarrative.
  8. 8. DarylAcumen Senior Manager, Digital Analytics, Hewlett Packard Enterprise Manually maintaining clean and consistent analytics implementations across various teams and business unitsisnearlyimpossiblebutyouneedtogovernandauditthoseimplementationsinordertocollecttrust- worthy,actionabledata.Ifyouranalyticsimplementationsareinconsistent,yourdataisuseless.Youneedto audityouranalyticsimplementationsacrossallpropertiesandbusinessunits.Youneedtovalidateyourdata. Youneedtoautomatetheprocess.
  9. 9. PatrickHillery Solution Consultant, ObservePoint Youknowyoushoulddocumentyouranalyticsimplementationbutwitheverythingelseyouvegotgoing on,oddsareyourSolutionDesignReferenceisntkeptuptodate.Oritisntaccessible.Oritwasnevercreated in the first place. With increasing demands placed on the digital analysts time, we must get more creative aboutwaystoaccomplishandmaintainthefundamentalbestpracticessotheevolutionoftheindustryisable tospringboardfromaplaceofprocess,accuracy,anddatagovernance.
  10. 10. Essentially,therearethreeelementsfordataqualitymanagementthatarecrucialtobesuccessfulinthisana- lyticsrealm:collection,people,andtechnology.'Collection'isaboutyourtrackingcodeconfigurationandpro- cessesthatyouusetocollecttheactualdata.'People'refersnotjusttothepeoplewhoareworkingdirectlyon thedata,buteveryoneinvolvedwith,oraffectedby,thedatathatyoutrackallofyourstakeholders.Thelast partis'technology.'Technologyisn'tsimplythesystemsandtoolsfordatacollection,itisthesystemsandtools toevaluateandmonitoryourdataqualityitself.It'sreallyimportanttodoQApriortoproduction,butalsoknow thatproductionQAiscrucial.Andongoingmonitoringisveryvaluable. ElizabethSmallsEckels Digital Analytics Consultant, Smalls Analytics
  11. 11. EricMatisoff Data Science & Analytics Evangelist, Adobe Youcanutilizeyouranalyticsplatformtomakethemostofyourtimespentwithinit,ratherthanjustaccidently clickingaround.Learnyourtoolsthatenableyoutoexploreyourdata.Forexample,AdobeWorkspacewasbuilt tobeinteractiveeverywhere:remembertodrag,drop,andright-click!
  12. 12. CraigScribner President, Co-founder, Tracking First Theinformationwerelyontomakedata-drivendecisionsdoesn'talwaysflowconsistentlyintoourtechnology systems.Wefinallyhavealltherighttechnologicalcomponenetstodeliverhigh-qualitydataconsistently,but wearen'tyetusingthemintherightway.Peopeshouldknowaboutallthetimesthatdataisright,notjustwhen itiswrong.Ourcommunicationstrategyiskey.
  13. 13. DanielleAckles Director of Analytics, Axis41 Weve noticed a trend in companies re-implementing their analytics solution because they dont trust the data.Thislackoftrustistheresultofincompleteplanning.Reliabledatacanonlybecultivatedonceafounda- tionisbuiltonresearchintocurrenttechnologies,codeversion,andcompatibilityofthird-partyplatforms.
  14. 14. PeterONeill Director, LeapThree Everydaypeoplearetakingactionandmakingdecisions.Asanalysts,weprovideinformationandinsights and our company takes action, all with the intent of increasing revenue. When we keep in mind that were affectingdecisionsthatpeoplearealreadymakingeveryday,thatmakesourinsightsmoremeaningful.Becre- ativewithinyourGoogleAnalyticssolution.Thinkoutofthebox.Thiscanseemalittlestrangewhentalking aboutananalyticssolution.Butsomeofthemostusefulinformationaboutyourusersisnotavailablewiththe defaultGA,onlywhenyoucustomizeitinacreativeway.
  15. 15. ScottCannon Lead Analytics Architect, Axis41 Intherushtogaininsights,peoplesometimescrippletheirabilitytogatheraccuratedata.Companiesfailto considerhowissuessuchaswebsitearchitectureandthird-partytoolscouldaffecttheirimplementations.You canavoidalotofheadachesifyouinvesttimeandresourcesinthediscoveryphaseofanalytics.
  16. 16. JasonCall Senior Analytics Data Expert, ObservePoint Inorderfordatatobevisualizedintosomethinginsightfulorevenbeautiful,itneedstobeorganizedandset upinawaythatwillmakedashboardingorvisualizationsdynamic.Thelesstimewespendmanuallyupdating data/dashboards,themoretimewecanspendbeingcreativeorgleaninginsightsandactingonthem.Before starting any kind of dashboard or visualization it is critical to think about what questions you are trying to answer.Ifyouaren'tsolvingabusinessquestionorprovidinginsight,therereallyisn'tmuchsenseinputtingin theefforttobuildadashboard.
  17. 17. Devices don't buy productspeople do. People-based marketing impacts multiple marketing disciplines. Fromanalyticstopersonalization,audiencesegmentation,andofcourseadvertising.Reportsshowconsumers ownanduse,onaverage,morethansevendevicesandgrowing.Whendataacrossmultipledevicesisnot properlyorganized,themarketerislikelyseeingincorrectconversionandactivitydata,presentingthewrong offer/impression,and/orqualifyingadeviceforonesegmentbut,acompletelydifferentsegmentforanother device.AdobesDeviceCo-ophelpsorganizedatatobetterunderstandpeopleinteractingwithyourbrand. DavidDeVisser Principal Architect, Adobe
  18. 18. Usinganalyticstomeasureuserbehaviorhelpsyouseewhatismosteffectiveindrivingconversions,aswell aswhereusersexperiencefriction.Simulatingandmonitoringtheuserexperiencebycreatinguserjourney tests allows you to detect process breakdowns or data failures. I love creating user journeysthe more challengingthebetter!KnowingalittlebitofJavaScriptandjQuerymakesiteasiertosetthemupandmaintain themsoyoucanbetterserveyourcustomersaseamlessdigitalexperience. MattMaddox Director of Education, ObservePoint
  19. 19. Theintegrityofanorganization'sdataiscriticaltodrivingactionableinsights.Truedatacredibilityisachieved throughconstantrefinementoftheentiremeasurementframework,butwithsomanyvariablesimpactingdata integrityit'smoreimportantthanevertoensureyourdataisprotectedandtrustedthroughcorrecttesting, automation,andexpertise. MattGellis Founder & CEO, Keystone Solutions
  20. 20. ThetruevalueofanalyticscomesnotjustfromknowingWHAThappened,butknowingWHY.Youcanguessall dayatwhyusersbehavedacertainway,butit'seasiertojustaskutilizingqualitativemethodslikesurveys, focusgroups,orusertesting.Thegoalofthesemethodsistobetterunderstandyourcustomer,soleantowards anopendialogue,whichwillcomplementyourexistingdata. MicheleKiss Senior Partner, Analytics Demystified
  21. 21. Ourworkasdigitalanalyticsprofessionalscangetquitetechnical,especiallyforthoseofuswhodon'thave muchinthewayofprogrammingskillsordevelopersavailabletouson-demand.Analystsneedn'tdespair! Howcanwetakeactionwhenwehavedeliverablesandtime-sensitiveneedsthatcan'twaitfordevtoedita datalayerorothertrackingcode?Learningjustafewhelpfuldevtipsandtrickscanhelpyouovercomemany techhurdlesandgetonwithmoreexpertlyandefficientlydeliveringonthevaluepropositionofyourrole. LoriMcNeill Chief Technical Advisor, Riptide Analytics
  22. 22. Marketing doesnt have a dashboard problem, marketing has a data problem. As the only company in the industrywhichbuiltadataaggregationplatformwhiledeliveringmarketinganalyticsservicesforthepast10 years,weunderstandtherootofthemarketinganalyticsproblem,whichisdatamanagement.Datainandof itselfismeaningless.ButwhenIbringcontexttothatdata,thathelpsmetellastory,andIcanthenusethatdata tohelpdriverevenueinmyorganization. MattHertig CEO/CTO & Co-Founder, Alight Analytics
  23. 23. Peoplewholiveeverydayindigitalanalyticssometimesforgetthatwe'veexpandedbeyondtheweb.Wenow liveinaworldofapps.Theseappsarehidingrightinfrontofyouandnotjustonyourphone.Itistimetoexpand ourunderstandingofdigitalanalytics.Tooptimizeourtaggingimplementationsonourapplications,weneeda clearunderstandingofsuccessasitalignstothebusiness.Wewanttomakesurethatwe'refollowingthebasic ABC'sofmarketing:makesureourAcquisitionstrategyisonpoint,ourunderstandingofuserBehaviorcoin- cideswiththemeaningfuleventsoftheapp,andthatweknowwhatourkeyConversionpointsarefornotjust revenue,butalsouserretention. LeeIsensee Director, Product Strategy, Search Discovery
  24. 24. Dataiseverywhere.Therearemorebytesofdigitaldatabeingcollectedthantherearegrainsofsandonthe Earth.Datagovernanceanddatastewardsareabsolutelycrucialforensuringdataisaccurateandsuitablefor analysis.Withouttherightlevelofdatagovernance,it'sharderforanalyststohelpstakeholdersmakedecisions thatcreatevaluefromthedata. JudahPhillips Founder & Principal, SmartCurrent
  25. 25. Havingaccesstoaproperdatalayerprovidestremendousflexibilitywhenitcomestoquicklypilotingnew marketingplatforms,allowingforquickerdecision-making,which,inturn,leadstoquickerrealizationofvalue generatedbydeployingprovenmarketingtechnologies.Withoutadatalayer,youwillendupspendingmore timeandmoremoneyonyourdigitalanalyticsandmarketingefforts. JasonThompson Co-Found, 33 Sticks
  26. 26. There's a great amount of energy and momentum moving towards digital, but a digital-only journey is insufficientforsomeconsumers.Thedigital-onlyexperienceismissingtheonethingonlyhumansareborn withEMPATHYwhichiscriticaltothecustomerexperience.Curbyourdigitalenthusiasm.Don'tforgetthat it'sahumanbeingattheotherendofthatdigitalexperience.It'shumansweserve,notbots. MattLangie Chief Marketing Officer, MarketLinc
  27. 27. CorryProhens Founder & CEO, IQ Workforce Badhiresinanalyticsareveryexpensive.Thebestanalyticspractitionerswanttobeabletomovetheneedle onthebusiness.Companiesthatfocusondevelopingthebeststrategiesforrecruitingandretaininganalytics talenthaveahugecompetitiveadvantage.
  28. 28. ChrisSlovak VP Global Solutions, Tealium Dataisyourcompany'sgreatestcompetitiveadvantage.Organizationsneedtofocusondatagovernancenot justbecauseofthelegalramifications,buttheaffectthatleakageandsecurityeventshaveonthebranditself. As an industry, we owe it to end customers to be transparent and ethical with data, ensuring that what is collectedandknownisusedforthepurposesofbetterexperiencesforthoseendcustomers.Theprecursorsto massivechangeinourspaceareclear.Nowwe,asanindustry,needtoadaptbeforeweareforcedto.
  29. 29. BobSelfridge Founder & CEO, TMMData The data supply chain is in transition. With competing enterprise marketing clouds an abundance of SaaS tools,legacydata,bigdata,andtheever-growingdemandforbusinessintelligenceandvisualizationcapabili- ties,marketershavetheirhandsfull.Combiningdataintegration,preparation,andmanagementcapabilities providesopportunitiestoaddvaluetotheenterprise.
  30. 30. Whenyouarechoosingdebuggingtoolstouse,thinkaboutnotjustthepowerofthetool,butitsabilitytohelp youdocumentanddisplaydatainamoreorganizedfashion.Therearestilltoomanyanalyststhathavetodoa lotofcopyingandpastingintospreadsheets,andwheninformationisnotalignedinawaythatmakesiteasy toseeallthedifferentvariablesandeventsthatarefiringacrossallofyourdifferentpagesinoneorganized view,there'sroomformistakestobemadeandtimetobewasted. CathyMorse Analytics Consultant, Team Demystified
  31. 31. JonasNewsome Digital Analyst, Team Demystified Noteveryoneinanalyticsisastechnical,andwewanttobeabletomakeiteasytomakethedataclean.When youreinterestedinlookingatallthetagsonyourpageatahighlevel,therearemoresimple,user-friendlytools that you can also use that have browser extensions in Chrome or Firefox. They are ObservePoint, Omnibug, Ghostery,andWASP.Whenyouredoingoptimizationtestingandtryingtogetdowntothepureenvironment, thesetoolswillshowyouwhathappenswithyourtagsinthatmoment.It'simportanttostaycurrentonwhat toolsareavailableforyourskilllevelandlearnthebestpracticesinusingthem.
  32. 32. Youshouldhaveafewdifferenttoolsinyourarsenalfordebugging.OnespecificdebuggingtoolthatIuseall thetimeisalreadyonyourcomputerrightnow:ChromeDevtools.ChromeDevtoolsisacompletedevelopment environmentbuiltintotheChromebrowser.Itallowsyoutorunlotsofpowerfultests,checkhowthingsare firingandworking,inspectHTMLelements,viewtheDOM,debugJavaScript,getnotifiedofJavaScripterrors, andviewnetworkperformanceandhowthingsareloading. NicoMiceli Analytics Manager, Team Demystified
  33. 33. Data drives business decisions, and ObservePoint ensures that the right data is informing your most important strategies. ObservePoint audits your marketing tags across all digital channe...

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