embracing a data-driven culture
TRANSCRIPT
• Husband • Father (3 Children)• Principal Consultant/Co-founder: Santa Clara/LA/NY/Tampa/Brussels• Volunteering, Reading, Skiing & Martial Arts
Data-Driven Decision Culture
“To help companies move from just having lots and lots of data to creating cultures where decisions are made not on
gut-feel, or the proverbial seat of the pants, but rather based on data.” Avinash
Data-Driven Culture Roadblocks… …that keep a company from creating a fluid corporate culture that embraces experimentation and optimizes sales strategy, internal
communication, marketing and more!
Roadblock #1: Lack of Requirements and Objectives
“Without a clearly defined set of business objectives, it will be nearly impossible to create and manage an analytical business culture” DAA Certification Guide
Roadblock #2: No (or Minimal) Resources & Expertise
• 0.5 analytics staff-person,100’s of internal customers
• 1.5 analytics staff-person, 1.7 Billion company
• Lip service from the execs
• Not ready to invest
Path to Success – Tip #2: Commit Resources & Expertise
• Digital Analysts: Hire & Nurture – Business Savvy & Inquisitive – Comfortable with Data– Customer Service– Trainer and Presenter– Build Alliances – Solution Architect/Technical
• Time to review recommendations and act on findings
Roadblock #3: Working in Silos• Marketing
• IT
• Product Mgt
• Creative/UX
• Support
• Business
• Sales
Path to Success – Tip #3:Cross-Functional Support is a Must
• Incorporate web analytics elements into business processes
• Socialize the value
• Win-Win-Win
Path to Success – Tip #4: Level & Role-based Knowledge Transfer
• DAA: Web analysts must PICK the plan:– Pinpoint the goal– Identify the audience– Choose appropriate metrics– Kick off the final product
• Periodic role-based training
• Standards and Common Nomenclature
Roadblock #5: Lack of Communication• Canned reports are emailed
• Not speaking the executive talk
• Success is not celebrated
Path to Success – Tip #5:Effective Communication
• Up and Down
• A lot
• Storytelling
• Internal Case Studies– Low Hanging Fruit
Path to Success – Tip #6:Reporting Roadmap
• Outcomes
• One size fits none! – Content– Format– Frequency
• Disseminate based on role, level, preference of stakeholders
Reporting Roadmap
Reporting
FrameworkWeb
Analytics
Search
Social
Mobile Offline
CRM
Qualitative
Cost Data
Roadblock & Path to Success #7:Accountability
• Accountability ---> Fear – Deal with it before sending reports
Data-Driven Decision Culture
Data-Driven Culture
Objectives
Resources
Cross-Functional
Knowledge TransferCommunication
Reporting Framework
Accountability
Move The Needle
What is the first thing to do after watching your class?
Ask you Manager/VP/CEO: what is the most important metric to the business?
Report on it, trend it, be obsessed with it
Move The Needle
1. Document your data/measurement plan
2. Know your internal audience and stakeholders
3. Go after small wins first
4. Report on what matters
5. Communicate frequently & always tell a story
Key Takeaways