Transform your digitalteam with dataSimon Lande, CEO, ActiveStandards@activestandardswww.activestandards.com

KPI Monitoring

Website Benchmarking

Performance Analytics

Executive Reports

Alerting

|Data-driven WQM

Data and decision-making

What data convinces?

“…those who consumed a single servingprior to exercising had a 46% greater lossin fat and a 27% gain in muscle mass”

Convinced?

67 websites, 25K web pages, 80+ web editors

90% of the business keywords in theGoogle TOP 10 - 30% improvementfrom 2012 - resulting in increasedonline sales.

140 websites, 55K web pages, 350+ web editors

Vastly enhanced user experiencesignificantly increased audiencereach. Improved visitor scores fortask completion and overallsatisfaction.

Thinking, fast and slow

System 1, System 2

System 1 Unconscious

Intuitive

Effort-free

Hums along continuously in thebackground

System 2 Conscious

Uses deductive reasoning

Is hard work!

A simple puzzle

A bat and ball cost $1.10

The bat costs $1.00 more than the ball

How much does the ball cost?

Your digital ratio

Intuition + intellect

Instead of jumping to conclusions, ask the followingquestions and gather data to answer them:

What really is theproblem? What is theroot cause of theproblem?

What really is theproblem? What is theroot cause of theproblem?

What do you wantto happen? What is thegoal?

What do you wantto happen? What is thegoal?

What data will helpanswer these questionscorrectly?

What data will helpanswer these questionscorrectly?

Intuition and fact-based decision-makingare complementary

Data helps teams buildconsensus by using factsinstead of politics andpersonal preferences toreach conclusions.

Strategic decision-making still requiresrisk-taking, and successmay hinge on markettiming, execution and luck.

Data just makes executivesbetter gamblers

Digital Team Challenges

But it’s bestpractice!!

But it’s bestpractice!!

What does work?

Objective data Business value – how will it

support the company’s goals No digital jargon!

Justifying content-based spends

E.g.

ContentStrategist

Key Questions What goals will the new technology

support? What problems will it solve? What work will the content strategist do

that can’t be done now? And what the hell is a content strategist

anyway…!?

Key Questions What goals will the new technology

support? What problems will it solve? What work will the content strategist do

that can’t be done now? And what the hell is a content strategist

anyway…!?

CMS Business Case

Process & Efficiency

You can’t save money by savinglabour that you are not applyingin the first place

Content ROI – Myth or Reality?

But, there is no single metric that willcategorically give you the ROI of thecontent you produce.

Calculating ROI of PPC is easy

Spend €100 on PPC = €250 in salesIncrease to €1000 = €3000 in sales

Content ROI metrics

The value of content depends on how you intend touse it and the goals you're trying to achieve.

How often are the assets requested?

How often are they revised?

What is the value of the business processes that this content enables?

What is the cost of the content being wrong? Brand image, misinformation, mitigating risk.

What would you pay to recover this content if you thought it was lost?

How much would another company (maybe a competitor) pay for this information?

Justifying the spend

Costs 62% LESS than traditionalmarketing and generatesaround 3 times MORE leads

Content Marketing websearches have risen by 500%since January 2011

Blogs give websites 434% moreindexed pages and 97% moreindexed links

Conversion rates for brandsusing Content Marketing is 6 to7 times higher

Content Marketing“The technique of creating anddistributing valuable, relevant andconsistent content to attract andacquire a clearly defined audience– with the objective of drivingprofitable customer action.”

Goals (e.g.) Grow your audience

Increase your traffic from organic channels

Encourage people to spend time on your site

Metrics (e.g.) How many people are opening your emails, clicking on links etc

Is your content helping to generate opportunities.

Are people on social engaging with your content?

What is the performance of the content you’re adding to your site?

Is content helping you to increase visits from inbound channels?

Are people taking an action on your site that indicates they're the right typeof people?

Metrics (e.g.) How many people are opening your emails, clicking on links etc

Is your content helping to generate opportunities.

Are people on social engaging with your content?

What is the performance of the content you’re adding to your site?

Is content helping you to increase visits from inbound channels?

Are people taking an action on your site that indicates they're the right typeof people?

~ 6 Principles ~for using data to make decisions

1. Define goals2. Identify performance measures

3. Automate measurement4. Organize the data (appeal to System 1 & System 2!)

5. Analyse the data6. Make a decision and implement it

But even with all that...

Q&ASimon Lande

CEO, ActiveStandardswww.activeStandards.com

CASE STUDY: CSC“If you have a large, complex website,you need an automated approach tocompliance monitoring. It's not possible tooperate it optimally without that.

Yes, you can employ 100 people to checkevery page every day but the mostrational approach is to employ anautomated service.”

Christopher Marin, Senior Manager,CSC.com

“If you have a large, complex website,you need an automated approach tocompliance monitoring. It's not possible tooperate it optimally without that.

Yes, you can employ 100 people to checkevery page every day but the mostrational approach is to employ anautomated service.”

Christopher Marin, Senior Manager,CSC.com

23,000+ pages

300+ editors

OBJECTIVE

To streamlinequality andcompliancemanagement