Enabling Data-Driven Organizations with Digital Analytics Maturity

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Let’s talk about…maturity

A marketing department walks onto a plane…

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It’s not looking good

Percent of CMOs reporting underpreparedness

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It’s not looking good

Percentage of projects using marketing analytics in companies

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So how do we fix this?

Governance

Tools/technology

Process/methodology

Objectives

Team & People

Scope

• Throw money at it!• Throw people at it!• Support it organization-wide!• Institutionalize it!• Define it!• Chart a realistic path!

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1. Management, governance & adoption

What is the highest job title with accountability for online performance measurement against business objectives?

You might be a “zero” if…

“Wait, slow down…you’re telling me

we have a website???”

Governance

Tools/technology

Process/methodology

Objectives

Team & People

Scope

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1. Management, governance & adoption

What is the highest job title with accountability for online performance measurement against business objectives?

5. Implicit throughout the organization4. CxOs3. Senior manager, VP2. Director or team lead1. Project Manager0. Nobody

Governance

Tools/technology

Process/methodology

Objectives

Team & People

Scope

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Objectives

What is the objective of your current analytics program?

You might be a “zero” if… Governance

Tools/technology

Process/methodology

Objectives

Team & People

Scope

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2. Objectives

What is the objective of your current analytics program?

5. Reinventing the business4. Business optimization3. eBusiness optimization2. eMarketing optimization1. Task list0. Yet to be defined

Governance

Tools/technology

Process/methodology

Objectives

Team & People

Scope

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3. Scope

At what level does data and analytics play within your organization?

You might be a “zero” if… Governance

Tools/technology

Process/methodology

Objectives

Team & People

Scope

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3. Scope

At what level does data and analytics play within your organization?

5. Beyond online to offline4. Online ecosystem3. Single channel2. Specific activity/sector1. The HiPPO game0. Improvising/ad hoc

Governance

Tools/technology

Process/methodology

Objectives

Team & People

Scope

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4. Team & expertise

How does your organization structure its data and analytics resources & teams?

You might be a “zero” if… Governance

Tools/technology

Process/methodology

Objectives

Team & People

Scope

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4. Team & expertise

How does your organization structure its data and analytics resources & teams?

5. Empowered business users4. Multidisciplinary team3. Distributed team2. Full time analyst1. Project team or part time analyst0. No dedicated resources

Governance

Tools/technology

Process/methodology

Objectives

Team & People

Scope

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5. Process & methodology

How do you identify problems & opportunities, develop hypothesis, analyze and provide insight?

You might be a “zero” if… Governance

Tools/technology

Process/methodology

Objectives

Team & People

Scope

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5. Process & methodology

How do you identify problems & opportunities, develop hypothesis, analyze and provide insight?

5. Agile organization (off/on-line)4. Agile (online)3. Proven methodology2. We have our own methodology1. My own way0. No methodology

Governance

Tools/technology

Process/methodology

Objectives

Team & People

Scope

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6. Tools & technology

How sophisticated is your use of tools and technologies?

You might be a “zero” if…Governance

Tools/technology

Process/methodology

Objectives

Team & People

Scope

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6. Tools & Technology

How sophisticated is your use of tools and technologies?

5. CRM, Predictive analytics4. Multiplicity, merging data,

MVT, Behavioral Targeting, Lifetime Value

3. Segmentation, merchandising, A/B,campaign opt., personas, KPI alerts

2. Defined outcomes/KPI/dashboard1. Out of the box: clickstream analytics0. TBD

Governance

Tools/technology

Process/methodology

Objectives

Team & People

Scope

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Connect the dots!

Governance

Tools/technology

Process/methodology

Objectives

Team & People

Scope

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Where do we go from here?

1. Set realistic goals

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Where do we go from here?

1. Set realistic goals2. Balance is more important than a high score

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Where do we go from here?

1. Set realistic goals2. Balance is more important than a high score3. Take an online assessment to see where you stand

Bit.ly/oamm

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Where do we go from here?

1. Set realistic goals2. Balance is more important than a high score3. Take an online assessment to see where you stand4. Have a drink

Thank you!

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