How Vendors are Delivering Convergence Analytics by Andrew Edwards
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The document discusses convergence analytics, a method that integrates digital marketing, big data, and cloud computing to enhance data visualization and analysis across multiple channels. It emphasizes the importance of this approach for marketers to optimize their strategies and improve return on marketing investment (ROMI) through better data organization and analysis. The document outlines key characteristics, macro drivers, and essential steps for marketers to effectively leverage predictive modeling and multi-channel data.
How Vendors are Delivering Convergence Analytics by Andrew Edwards
- 1. Convergence Analytics: How Vendors are Delivering Multi-Channel Insight Andrew Edwards Efectyv May 14, 2013
- 2. Connect Bring all your vendor, reference or corporate data together. Analyze Visualize. Discover. Predict ACT Drive Revenue and profitability. Copyright 2013 Anametrix, Inc.
- 3. Andrew Edwards 1980s: Desktop Publishing 1990s: Multimedia and Web 2000-2011: Web Analytics 2012-13: Convergence Analytics @AndrewVEdwards
- 4. What is Convergence Analytics?
- 5. What is Convergence Analytics? A confluence of: • digital marketing • big data • cloud computing • APIs • sophisticated visuals
- 6. Why Convergence Analytics? Why Now? Because the rush is on. . . . . .to provide the best single-view into all marketing data.
- 7. Everybody is Measuring Everything • Convergence Analytics is the “one ring to rule them all”.
- 8. Convergence Analytics: Common Characteristics @AndrewVEdwards
- 9. Convergence Analytics: Common Characteristics • Piping Data from Multiple Sources
- 10. Marketers Need Enhanced Reality New ways to look at complex, multi-channel data
- 11. Convergence Analytics: Macro Drivers • A confluence of demand, technology and data: Convergence Customer Analytics Demand Data Available Technology
- 13. This Matters to Marketers Because. . . • Convergence Analytics will change everything about digital marketing measurement • Marketing becomes more central to organizational success
- 14. Marketers in Control New ways of looking at data allow marketers to remake the digital landscape. Measurement becomes. . . more about proving ROMI less about “engagement”
- 15. Convergence v. Single-Source Analytics Multi-Channel: “Not in Kansas anymore”
- 16. Data Feeds: More is Better DATA FROM THE CLOUD VISUALIZE Streaming Data 3rd party services Batch data transfers Listening (publicly available from publishing services) REFERENCE DATA ANALYZE Census Weather Market share / competitive data PREDICT CORPORATE DATA Scheduled file integration Database connections Excel Uploads API 16 Copyright 2013 Anametrix, Inc.
- 17. More Data, Better Organized, How to Use It! CHANNELS VISUALIZE ANALYZE REFERENCE PREDICT CORPORATE 17 Copyright 2013 Anametrix, Inc.
- 19. The Marketers’ Approach To Data DATA + PROCESS
- 20. Insight and Optimization: a “real life example”
- 21. The 5 Essential Steps to Optimization • 1-decide what to measure • 2-use the right tools to measure • 3-determine what the data has told you • 4-make the changes • 5-measure again to see if the changes worked
- 22. “No Other Way”
- 23. Earned Media Impact on Paid Media Copyright 2013 Anametrix, Inc.
- 24. “How do I get multi-channel data OUT of the application (so I can share it)?”
- 25. Water water everywhere. . . . . .and not a drop to drink?
- 26. How to Know What You Want to Know
- 27. Competitive Data: . . .where do I stand?
- 29. Segmentation and Predictive Analytics
- 30. Digging Deeper into Data: • Brand Affinity • Readiness to Buy • Advanced Segmentation
- 31. Return on Investment (Lift) II like the view! like the view!
- 32. Summary Key Points from our Webinar No more one-dimensional data Convergence Analytics tools pull data from multiple sources and provide visual cohort analysis Everybody needs a process to succeed Now we can really see ROMI
- 33. Questions?
Editor's Notes
- #29: Here is a screenshot example of the daily author dashboard that can be set for any time period we have recorded data for.