How Analytics Can Help Your Business Grow
Download as PPTX, PDF5 likes1,035 views
The document discusses how analytics can drive business growth through marketing performance, brand building, and future proofing. It emphasizes the importance of understanding the customer journey, allocating credit fairly in advertising, and staying competitive in the digital marketing landscape. Key insights include the necessity of an integrated approach across finance, marketing, and technology to improve customer engagement.
How Analytics Can Help Your Business Grow
- 2. HOW ANALYTICS CAN HELP YOUR BUSINESS GROW? Dr. PHILLIP LAW Head of Analytics
- 3. THREE PILLARS OF DIGITAL INVESTMENT 1. MARKETING PERFORMANCE 2. BRAND BUILDING 3. FUTURE PROOFING Improving conversion rates Creating digital driven experience Better numbers & ROI Higher brand affinity & higher engagement Staying ahead of the curve & competition Pioneering digital marketing
- 4. #DAU16
- 6. 1. Who Should Own Analytics? 2.Customer Journey 3. Think Small not Big, and keep Going
- 7. Where was Analytics Born? FINANCEMARKETINGTECH Tech Marketing Finance
- 10. “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” John Wanamaker
- 12. INTERNET
- 13. #DAU16
- 20. Think Small Not Big, and Keep Going
- 21. #DAU16
- 22. MEN’S HIGH JUMP RECORD
- 23. IT ALL STARTS WITH YOUR CUSTOMERS #DAU16
- 26. WHEN IS ANALYTICS IMPORTANT? A) ALL THE TIME B) WHEN WE START LOSING MONEY (OR NOT MAKING AS MUCH)
Editor's Notes
- #4: Going back to the mindset of digital first, The way we think about digital strategy is through these 3 strategic pillars and they tend to reach both short term growth and long term. Improving marketing performance – get better ROI on what you are currently doing Brand building – rich interactive experiences through video and/or animation Future proofing through innovation and latest tech as we’ve seen those that are digital leaders from the competition tend to be more profitable.
- #7: Talks about the three points I’m going to cover and how these can help you increase performance.
- #8: However this is usually the result… Marketing dont implement the tools properly and/or are not experienced in using the tools. Tech usualy can implement effectively but tend not to get used by marketing Finance dont always fully understand the increasingly complexity of the customer journey nor do they understand the potential perks and system 1 decision making. They pursue efficiency. We disproportianately enjoy the things that a business gives us that it doesn‘t have to . In the ecommerce world, free delivery, free returns but at much more deeper level there is a great example, and I happened to walk past it earlier. Five Guys example – small, medium or large fries. Chuck a load of extra fries. Bring a economist in looking to reduce cost and efficiency and the first thing he will cut is the extra fries and peanuts, but thats where the emotional value comes in. Rachel is going to talk about a customer first approach later, but thats the type of thing that gives added edge over competition.
- #9: Most analytics tools are usually introduced by one of these departments in large organisations…..
- #11: We’re from a digital agency so maybe slightly biased. Traditionally, measurement of advertising has been bit of a guessing game, as this quote emphasised. With TV you may be have been able to tell how many people watched the ad or known based on ratings but not known how it influenced people within the path to purchase and the same is said for digital display, too much emphasis is placed on Cost per click or I still see people measuring ‘impressions’ but not knowing who’s seeing those ads or the validity of the site that they feature on. So we work closely with our media partners to ensure that we’re measuring performance and optimising all channels to the maximum, as we’re not underestimate the power of advertising but its case that there needs to be a stronger emphasis on performance. Previous webinar on Programmatic, so where analytics and data feed in is ensuring that programmatic is optimised to the full journey.
- #12: Talks about the three points I’m going to cover and how these can help you increase performance.
- #15: And through effective digital brand building, it creates stronger emotional connections. Later on Scott, our strategist, and Darren, our creative director, will talk about this.
- #19: And finally future proofing. Many companies are great at future-proofing their products but not their marketing activities. The digital revolution is creating lots of new opportunities in marketing. Its important to look at these before you get left behind by the competition.
- #20: And finally future proofing. Many companies are great at future-proofing their products but not their marketing activities. The digital revolution is creating lots of new opportunities in marketing. Its important to look at these before you get left behind by the competition.
- #21: We’re from a digital agency so maybe slightly biased. Traditionally, measurement of advertising has been bit of a guessing game, as this quote emphasised. With TV you may be have been able to tell how many people watched the ad or known based on ratings but not known how it influenced people within the path to purchase and the same is said for digital display, too much emphasis is placed on Cost per click or I still see people measuring ‘impressions’ but not knowing who’s seeing those ads or the validity of the site that they feature on. So we work closely with our media partners to ensure that we’re measuring performance and optimising all channels to the maximum, as we’re not underestimate the power of advertising but its case that there needs to be a stronger emphasis on performance. Previous webinar on Programmatic, so where analytics and data feed in is ensuring that programmatic is optimised to the full journey.
- #22: What is the one thing we should be measuring to prove it’s been successful. How can we prove this is a success? Actually lots of small interlinked measures.