Transforming the digital channel with analytics
Page 2 Transforming the digital channel with analytics
A story
Here’s a story about how digital decisions get made and work gets done.
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Where budgets get made
As CMO, I decide marketing budgets and overall strategy.
Gillian We need to be more customer focused and better at serving customers outside the store. For both we need to invest in digital.
What she says:
I’m growing digital marketing budgets by 10% this year. I’m doubling the size of our Mobile effort, and I’m making improving our Net Promoter Score (NPS) a top KPI for my team.
What she decides:
What’s wrong with this picture Gut rules. Gillian is just making up budget numbers because they feel right.
Bad KPIs are set. NPS is a dangerous and incomplete metric in the digital world.
No walking the walk. Gillian talks customer first but isn’t using ANY voice of customer data.
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Channels get selected
Digital Channel Manager – I decide how digital budgets get deployed.
Michael Gillian’s got the right idea, but 10% just isn’t enough. We’re wasting all that money on mass media. The ROI on paid search was two times any other digital channel. In last year’s POC, I invested $10,000 in Twitter and got 30 million impressions. Mobile? We need to be responsive like everyone else.
What he says:
I’m adding the new budget to PPC and Twitter. I’m investing my mobile dollars in responsive design.
What he decides:
What’s wrong with this picture No understanding of success. Michael’s metrics are partial and conflicting.
Best-practices not data drive decisions. Michael has no idea if responsive will drive business.
Strategic priorities get lost. Michael isn’t thinking customer at all!
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Specific initiatives are formed
I create our campaign strategy in brainstorming sessions with our agency.
Janet I’ve got to find some way to spend this budget on Twitter and Paid Search. My agency says branded search converts at a high rate. Twitter tells me dedicated experiences work best.
What she says:
Buy branded search, and maybe I can create a youth campaign for Twitter that drives to a microsite with videos.
What she decides:
Every campaign is a one-off. Past campaign learnings aren’t accessible and aren’t shaping future plans.
The agency wears the pants. Agencies lack the data and are too self-interested to drive measurement.
Customer isn’t driving creative. Janet lacks a comprehensive customer journey map AND any real VoC.
What’s wrong with this picture
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Content is developed and deployed
I design creative that is clean and beautiful.
Jay What he says:
What he decides:
Building a microsite is no problem. I’ll lay it out with a main video, some content blocks and then a link to more videos. All these videos I have are boring product stuff except this one from YouTube about our involvement in rebuilding neighborhoods.
I’ll feature the cool video on the main page – that’s what younger Twitter users will want.
Data? What data? Jay isn’t using data to inform his creative at all! “Young” isn’t a creative brief.
Performance? Jay doesn’t have any past performance data on video and has no idea what success looks like.
Testing? Jay isn’t thinking about how testing can/should be part of the design strategy.
What’s wrong with this picture
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Success is measured
I look at site and campaign performance and generate reports for stakeholders.
Byron What he says:
What he decides:
Janet and Jay can’t even tell me what this Twitter campaign is supposed to accomplish – how am I supposed to measure it? There’s not even a call to action on the microsite to start an account.
I’ll just use “played a video” or non-bounce as the success. I guess the best measure of this Twitter stuff is reach – but it doesn’t make a lot of sense.
Byron’s KPIs are one-offs. Every project determines it’s own success metrics.
Made-up metrics. Byron picks success metrics with no evidence they indicate success, value, etc.
Reporting isn’t analytics. Byron isn’t shaping decisions or setting best-practices. He’s just cutting down trees.
What’s wrong with this picture
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And digital properties are optimized
I manage site experience and conversion rate optimization.
Todd What he says:
What he decides:
It’s a good thing these campaigns drive to microsites; otherwise, they would kill my conversion rates.
The microsites are marketing’s concern. My job is to optimize the funnel.
Stupid siloes. Marketing, site experience, conversion rate optimization and testing are all part of the same thing.
No integrated customer journey. Everyone owns their little piece of the experience. No one owns the customer.
What’s wrong with this picture
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Is this you?
I generate reports based on KPIs set by the business.
I create our campaign strategy in brainstorming sessions with our agency.
I allocate dollars by channel. PPC drives more conversions, so I spend more there.
I design creative that is clean and beautiful. I like this video to feature.
I manage site experience, but I’m not much involved with marketing campaigns.
I decide how much to spend on digital marketing. I’m growing digital by 10% this year.
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Because here’s the simple truth
If you want to be good at something, you have to be able to make consistently good decisions about it. When it comes to digital decision-making, the vast majority of traditional enterprises
Fail.
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Here’s why
They “do” analytics, but they don’t use it.
They “test,” but they don’t learn.
They “talk” customer first, but they don’t listen.
They “do” agile, but they aren’t.
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Getting digital right requires fundamental change
Integration of CRO, testing and Marketing with a single customer-based framework
Continuous controlled
experimentation embedded in
decision-making
Optimization at every juncture – no
exceptions
Let us show you how to do it right.
Analytics for the truly strategic
decisions
Customer-driven framework built into
every aspect of measurement and
optimization
Objective and proven
measures of success
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The key ingredients
Comprehensive and continuous
experience engineering
Fully integrated analytics
Controlled experimentation
Continuous improvement
Constant customer research
Journey mapping that never stops, is finely segmented, is truly multi-channel and drives a shared enterprise understanding of the experience the enterprise needs to provide.
Analytics integrated at every step of the digital process. From strategic decisions around product and price, to channel investments, to content development, to specific marketing decisions.
Controlled experimentation at every juncture to constantly explore decision points, enforce agile methods and deliver continuous improvement.
No project ever stops. If it’s important to do, it’s important enough to keep improving. No timelines. No end points. Just continuous measurement, change and improvement.
You listen to customers. You learn about them. You make customer focus and constant customer research a part of every project, every decision and every measurement.
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Analytics-driven transformation
It takes patience (lots of time), work and (of course) money. There are no shortcuts to excellence, but there is a shortest path.
It’s an integration of people, process and technology (of course)
Guided by a vision and a methodology
Built from the ground up to deliver constant intelligence and optimization
For a never-ending cycle of continuous improvement
With embedded change management to drive transformation
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Step 1: Build the foundation (Projects)
Digital collection Assessment
Customer journey map
Two-tiered segmentation
Voice of customer system
Unified campaign measurement
Collect the right data
Create and agree on an enterprise-wide model of customers
and their various journeys
Segment by visit purpose as well as
visitor type to capture digital’s real-time nature
Collect, classify, integrate and
distribute true voice of the customer
Develop a unified framework for measuring and
optimizing campaigns
Now you’re ready to rock!
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Step 1: Build the foundation (Maturity)
Org
aniz
atio
nal b
enef
it
Targeted analytics and value realization
Foundation
Big wins and strategic decisions
Unified campaign measurement
Tagging infrastructure Infrastructure
Two-tiered segmentation
EFM infrastructure
Full VoC system
Segmented customer journey mapping
Strategy track
Customer experience track
Marketing optimization track
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Step 2: Start optimizing (Projects)
Massive experimentation
Marketing/channel optimization
Tool-based reporting
Value-based optimization
Constant feedback loops
Analytics-driven testing plan
Mix and incremental attribution model-
driven optimization
Analytic reports that drive business
decisions
Re-survey to close measurement loops
and optimize individual campaigns
Regular analytics briefing cadence
for every decision-maker, with
constant feedback on performance
and intake of new business issues
Fully integrated, world-class PMO to provide scale Change management at every step to make it work
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Step 2: Start optimizing (Maturity)
Org
aniz
atio
nal b
enef
it
Targeted analytics and value realization
Foundation
Big wins and strategic decisions
Infrastructure EFM infrastructure
Full VoC system
Strategy track
Customer experience track
Marketing optimization track
Analytics feedback loops
Unified campaign measurement
Tagging infrastructure
Two-tiered segmentation
Segmented customer journey mapping
Incremental attribution
Mix models
Value-based optimization
Analytics reporting Integrated
Experimentation
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Step 3: Create competitive advantage (Projects)
Full personalization
Merchandising Optimization
Assortment Optimization
Surprise-based Loyalty
Digital/store integration
The right message to every customer
Optimize product walls, faceted
search, aisles and other multi-product
pages
Use digital data to drive optimized
assortment EVERYWHERE
Analytics drives a different kind of loyalty program
Take advantage of digital methods to
create fully integrated in-store digital experiences
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Step 3: Create competitive advantage (Maturity)
Org
aniz
atio
nal b
enef
it
Targeted analytics and value realization
Foundation
Big wins and strategic decisions
Infrastructure EFM infrastructure
Full VoC system
Strategy track
Customer experience track
Marketing optimization track
Analytics feedback loops
Unified campaign measurement
Tagging infrastructure
Two-tiered segmentation
Segmented customer journey mapping
Incremental attribution
Mix models
Value-based optimization
Analytics reporting
Full personalization Surprise Loyalty
Digital/property integration Mobile Integration
Integrated experimentation
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Gary Angel ► Gary.Angel
► 415 994-8003 ► @garyangel
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