transforming the digital channel with analytics · page 2 transforming the digital channel with...

Transforming the digital channel with analytics


A story

Here’s a story about how digital decisions get made and work gets done.


Where budgets get made

As CMO, I decide marketing budgets and overall strategy.

Gillian We need to be more customer focused and better at serving customers outside the store. For both we need to invest in digital.

What she says:

I’m growing digital marketing budgets by 10% this year. I’m doubling the size of our Mobile effort, and I’m making improving our Net Promoter Score (NPS) a top KPI for my team.

What she decides:

What’s wrong with this picture Gut rules. Gillian is just making up budget numbers because they feel right.

Bad KPIs are set. NPS is a dangerous and incomplete metric in the digital world.

No walking the walk. Gillian talks customer first but isn’t using ANY voice of customer data.


Channels get selected

Digital Channel Manager – I decide how digital budgets get deployed.

Michael Gillian’s got the right idea, but 10% just isn’t enough. We’re wasting all that money on mass media. The ROI on paid search was two times any other digital channel. In last year’s POC, I invested $10,000 in Twitter and got 30 million impressions. Mobile? We need to be responsive like everyone else.

What he says:

I’m adding the new budget to PPC and Twitter. I’m investing my mobile dollars in responsive design.

What he decides:

What’s wrong with this picture No understanding of success. Michael’s metrics are partial and conflicting.

Best-practices not data drive decisions. Michael has no idea if responsive will drive business.

Strategic priorities get lost. Michael isn’t thinking customer at all!


Specific initiatives are formed

I create our campaign strategy in brainstorming sessions with our agency.

Janet I’ve got to find some way to spend this budget on Twitter and Paid Search. My agency says branded search converts at a high rate. Twitter tells me dedicated experiences work best.

What she says:

Buy branded search, and maybe I can create a youth campaign for Twitter that drives to a microsite with videos.

What she decides:

Every campaign is a one-off. Past campaign learnings aren’t accessible and aren’t shaping future plans.

The agency wears the pants. Agencies lack the data and are too self-interested to drive measurement.

Customer isn’t driving creative. Janet lacks a comprehensive customer journey map AND any real VoC.

What’s wrong with this picture


Content is developed and deployed

I design creative that is clean and beautiful.

Jay What he says:

What he decides:

Building a microsite is no problem. I’ll lay it out with a main video, some content blocks and then a link to more videos. All these videos I have are boring product stuff except this one from YouTube about our involvement in rebuilding neighborhoods.

I’ll feature the cool video on the main page – that’s what younger Twitter users will want.

Data? What data? Jay isn’t using data to inform his creative at all! “Young” isn’t a creative brief.

Performance? Jay doesn’t have any past performance data on video and has no idea what success looks like.

Testing? Jay isn’t thinking about how testing can/should be part of the design strategy.



Success is measured

I look at site and campaign performance and generate reports for stakeholders.

Byron What he says:

What he decides:

Janet and Jay can’t even tell me what this Twitter campaign is supposed to accomplish – how am I supposed to measure it? There’s not even a call to action on the microsite to start an account.

I’ll just use “played a video” or non-bounce as the success. I guess the best measure of this Twitter stuff is reach – but it doesn’t make a lot of sense.

Byron’s KPIs are one-offs. Every project determines it’s own success metrics.

Made-up metrics. Byron picks success metrics with no evidence they indicate success, value, etc.

Reporting isn’t analytics. Byron isn’t shaping decisions or setting best-practices. He’s just cutting down trees.



And digital properties are optimized

I manage site experience and conversion rate optimization.

Todd What he says:

What he decides:

It’s a good thing these campaigns drive to microsites; otherwise, they would kill my conversion rates.

The microsites are marketing’s concern. My job is to optimize the funnel.

Stupid siloes. Marketing, site experience, conversion rate optimization and testing are all part of the same thing.

No integrated customer journey. Everyone owns their little piece of the experience. No one owns the customer.



Is this you?

I generate reports based on KPIs set by the business.

I create our campaign strategy in brainstorming sessions with our agency.

I allocate dollars by channel. PPC drives more conversions, so I spend more there.

I design creative that is clean and beautiful. I like this video to feature.

I manage site experience, but I’m not much involved with marketing campaigns.

I decide how much to spend on digital marketing. I’m growing digital by 10% this year.


Because here’s the simple truth

If you want to be good at something, you have to be able to make consistently good decisions about it. When it comes to digital decision-making, the vast majority of traditional enterprises

Fail.


Here’s why

They “do” analytics, but they don’t use it.

They “test,” but they don’t learn.

They “talk” customer first, but they don’t listen.

They “do” agile, but they aren’t.


Getting digital right requires fundamental change

Integration of CRO, testing and Marketing with a single customer-based framework

Continuous controlled

experimentation embedded in

decision-making

Optimization at every juncture – no

exceptions

Let us show you how to do it right.

Analytics for the truly strategic

decisions

Customer-driven framework built into

every aspect of measurement and

optimization

Objective and proven

measures of success


The key ingredients

Comprehensive and continuous

experience engineering

Fully integrated analytics

Controlled experimentation

Continuous improvement

Constant customer research

Journey mapping that never stops, is finely segmented, is truly multi-channel and drives a shared enterprise understanding of the experience the enterprise needs to provide.

Analytics integrated at every step of the digital process. From strategic decisions around product and price, to channel investments, to content development, to specific marketing decisions.

Controlled experimentation at every juncture to constantly explore decision points, enforce agile methods and deliver continuous improvement.

No project ever stops. If it’s important to do, it’s important enough to keep improving. No timelines. No end points. Just continuous measurement, change and improvement.

You listen to customers. You learn about them. You make customer focus and constant customer research a part of every project, every decision and every measurement.


Analytics-driven transformation

It takes patience (lots of time), work and (of course) money. There are no shortcuts to excellence, but there is a shortest path.

It’s an integration of people, process and technology (of course)

Guided by a vision and a methodology

Built from the ground up to deliver constant intelligence and optimization

For a never-ending cycle of continuous improvement

With embedded change management to drive transformation


Step 1: Build the foundation (Projects)

Digital collection Assessment

Customer journey map

Two-tiered segmentation

Voice of customer system

Unified campaign measurement

Collect the right data

Create and agree on an enterprise-wide model of customers

and their various journeys

Segment by visit purpose as well as

visitor type to capture digital’s real-time nature

Collect, classify, integrate and

distribute true voice of the customer

Develop a unified framework for measuring and

optimizing campaigns

Now you’re ready to rock!


Step 1: Build the foundation (Maturity)

Org

aniz

atio

nal b

enef

it

Targeted analytics and value realization

Foundation

Big wins and strategic decisions


Tagging infrastructure Infrastructure


EFM infrastructure

Full VoC system

Segmented customer journey mapping

Strategy track

Customer experience track

Marketing optimization track


Step 2: Start optimizing (Projects)

Massive experimentation

Marketing/channel optimization

Tool-based reporting

Value-based optimization

Constant feedback loops

Analytics-driven testing plan

Mix and incremental attribution model-

driven optimization

Analytic reports that drive business

decisions

Re-survey to close measurement loops

and optimize individual campaigns

Regular analytics briefing cadence

for every decision-maker, with

constant feedback on performance

and intake of new business issues

Fully integrated, world-class PMO to provide scale Change management at every step to make it work


Step 2: Start optimizing (Maturity)

Org

aniz

atio

nal b

enef

it


Foundation


Infrastructure EFM infrastructure

Full VoC system

Strategy track



Analytics feedback loops


Tagging infrastructure



Incremental attribution

Mix models


Analytics reporting Integrated

Experimentation


Step 3: Create competitive advantage (Projects)

Full personalization

Merchandising Optimization

Assortment Optimization

Surprise-based Loyalty

Digital/store integration

The right message to every customer

Optimize product walls, faceted

search, aisles and other multi-product

pages

Use digital data to drive optimized

assortment EVERYWHERE

Analytics drives a different kind of loyalty program

Take advantage of digital methods to

create fully integrated in-store digital experiences


Step 3: Create competitive advantage (Maturity)

Org

aniz

atio

nal b

enef

it


Foundation


Infrastructure EFM infrastructure

Full VoC system

Strategy track



Analytics feedback loops


Tagging infrastructure



Incremental attribution

Mix models


Analytics reporting

Full personalization Surprise Loyalty

Digital/property integration Mobile Integration

Integrated experimentation


Gary Angel ►  Gary.Angel

►  415 994-8003 ►  @garyangel

Contact Me

transforming the digital channel with analytics · page 2 transforming the digital channel with...

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