Upload
raymond-chau
View
693
Download
2
Embed Size (px)
DESCRIPTION
Citation preview
WHY DIGITAL ANALYTICS?
Raymond Chau
Nov 2013
�1
About me
• Building web site for 10 years
• Working in isobar, a full serviced digital agency around the globe
• My blog: http://www.whymeasurethat.com
�2
WHAT IS DIGITAL ANALYTICS?
�3
What is digital analytics?
“Collect and use data to make things better”
�4
How do we collect data?
�5
PUBLIC DataPRIVATE Data
Data
tracking (e.g. Google Analytics)
survey (e.g. iPerception)
logs (e.g. server logs)
paid (e.g. Hitwise, Compete)
free (e.g. Google Trends, forums)
Example: Google Analytics
�6
Free tool offered by Google to monitor user activities on their web sites or mobile apps
Example: Facebook Insight
�7
Allows developers and Page owners to see how their app / page perform
Example: Google Trends
�8
Public available data that allows user to see how a particular search-‐term performs over a time period on different regions
Example: TripAdvisor
�9
Forum is one of the best (and mostly free) source of qualitative data from your customers! See how honest are they!!
WHAT CAN DIGITAL ANALYTICS DO?
�10
Improve advertising spending effectiveness
�11
ROI can be calculated and see which channel is more effective
Fix the entrance of the site
�12
75% of visitors immediately leave the site after seeing the page. What’s wrong?
Optimize check out process
�13
Only 36% people checkout after adding things to cart, what’s wrong?
Where do people go if they quit from billing page? Are they looking for shipping details?
Experimenting (A/B Testing)
�14
Personalisation
• Movie: Minority Report (2002)
�15
Personalisation
e.g. email marketing using user behaviour data
�16
Personalisation
e.g. recommendations based on purchase history data
�17
Personalisation
e.g. advertisement based on facial expression datahttp://www.cenique.com/cenique/advertising_Platform.php
�18
Recommendations
Provide recommendations using crowd-‐sourced data (e.g. Netflix, Amazon)
�19
Re-‐marketing / re-‐targeting
�20
1. visitor enters your site
2. visitor doesn’t buy anything and leaves, but you know he has seen a particular product and put it into the cart
3. visitor goes to a popular site, promotional ad targeted to the product the visitor just read is displayed
4. visitor goes back to your site because of the promo, and may possibly purchase
TRADITIONAL MARKETING V.S. DIGITAL MARKETING
�21
Measurability
�22
Traditional !• Very difficult to measure • Can be very expensive to measure • Cannot measure how viewers engage
with the content
Digital !• Very easy to measure • Almost free to measure • Can measure how viewers engage or even
interact with the content
Message Delivery
�23
Traditional !• Message deliver to as many audiences
as possible • Have no knowledge on audiences • Less likely to respond
Digital !• Message deliver only to your target audiences • Know who the audiences exactly are • More likely to respond as the message is
relevant
Example: Non-‐target ad v.s. target ad
�24
Target Ad -‐ Facebook !• Can target visitors in finest level • For example, you can target based on
country, city, gender, age range, interests, etc
Non-‐target Ad -‐ TV !• Can’t target audiences that are really
relevant to your product • For example, you can’t target those
who really have acne problems
Speed
�25
Traditional !• Data takes time to collect and analyse • Cannot respond to audience
immediately • Marketers spend longer time + more
money to get insights and adapt
Digital !• Data are collected or even processed at
real time • Can respond and give tailored response
to audience real time • Allows marketers to fail cheap and fast
LATEST TOPIC ON DIGITAL ANALYTICS
�26
BIG DATA!!!
�27
Abacus(old method)
Calculator (new method)
Excel(old method)
Big Data(new method)
Calculation
Data Storage & Analysis
We’re generating more and more data
• Example: facebook
• 699 million people login Facebook daily
• 300 million photos are uploaded daily
• Every 60 seconds
• 510 comments are posted
• 293,000 statuses are updated
• 136,000 photos are uploaded
�28
Example: Obama 2012 election campaign
• Collect 1 database that factors 80 pieces of information about voters: (e.g. age, race, sex and even voting history)
• Target right audience: focus on voters who might change their mind based on voters’ ‘persuasive score’
• Personalisation: deliver policy messages or fund raising event tailored for individual voters
�29
Example: Disneyland
�30
1. Opt-‐in for a wireless tracking bracelet ‘MagicBand’ which links to the system My Magic+
3. Mickey Mouse now knows a lot about YOU!!!
2. Visitors’ real time location, riding patterns & purchases are all recorded
SUMMARY
�31
Data: to use or not to use?
TARGET ad reveals teen’s pregnancy http://bit.ly/1b3u5k5
�32
Want to know more?
�33
ME
twitter @raymondchau
blog www.whymeasurethat.com facebook fan page
WhyMeasureThat
Google + page +RaymondChau
LinkedIn linkedin.com/in/raymondchau
THANK YOU!
�34