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Leveraging Data and Analytics for Your Marketing Strategy
Jess
e H
arrio
tt, P
h.D.
Chie
f Ana
lytic
s O
ffice
r, Co
nsta
nt C
onta
ct
Dav
e Kr
upin
ski
CTO
and
Co-
Foun
der,
Care
.comClick icon to add picture
Agenda • Importance of Analytics
• Challenge From Within
• Stages of Analytical Companies • Analytics Success Pillars
• Who Cares About Data?
Source: 2013 SMB Insights Brand Study published by The Business Journals
Copyright © 2013 Constant Contact Inc. 5
Coaching
CustomerSuccess
KnowHow
Great, Easy-to-UseProducts
Constant Contact facilitates 40+ billion customer engagement opportunities for 500K+ customers each year across social, mobile and email marketing
Q3 '07
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$0
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Quarterly Revenue ($000) Q3 2007 – Q2 2013
A Short Story of Analytics…
Importance of
• “It’s the economy, stupid”
• Intense competition
• People becoming more fickle, loyalty elusive
• Volume of advertising messages increasing
Challenge from Within
• Weak Executive Sponsorship
• Failure to Align Analytics Priorities with Corporate Priorities
• Weak alignment from Technology Support Function
• Lack of Formal Data Governance
• Weak Alignment of Existing Analytical Resources
Five Stages of Analytical Companies9Source: Davenport and Harris, Competing on Analytics, 2007
Stage 1Analytically Impaired
Stage 3Analytical Aspirations
Stage 2Localized Analytics
Stage 4Analytical
Companies
Stage 5Analytical
Competitors
Analytics Success Pillars
Key Ingredients for Effective Analytics
– Meaning
– Context
– Predictive
– Bias towards action(generate revenue, save costs)
– Communication
Who Cares About Data?
Thank You!
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Backup
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Big (and little) Data
• Variety, Volume and Velocity
• Let’s not forget about the little data
• Data analysis is the biggest hurdle to action
• Customer Knowledge Framework
Future of Analytics• Data become less valuable
• Predictive becomes the new standard
• Social computing becomes essential
• Advances in machine learning are made
• Traditional data models evolve
• Analytics becomes more accessible to the non-analyst
• Data science becomes a specialized department
• Human-centered computing becomes part of everyday life
• Analytics helps solve social problems
• There is a location-based data explosion
• A data privacy backlash occurs
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