The Digital Analytics Solution of the Future
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The document outlines the evolution and future of digital analytics, emphasizing the importance of personalized visitor experiences, marketing and content optimization, and automation. It discusses the necessity of a cultural shift within organizations to prioritize data-driven decision-making, with strong leadership support for analytics initiatives. Key elements for successful implementation include defining purpose, setting KPIs, training, and creating a robust tech structure for analytics integration.
The Digital Analytics Solution of the Future
- 1. THE DIGITAL ANALYTICS SOLUTION OF THE FUTURE
- 3. ORIGIN STORY
- 4. • 2014 – See this, do that • 2015 – Breaking down the barriers to the use of Digital Analytics • 2016 – My way: techniques and approaches for Web Analytics • 2017 – <wedding planning> • 2018 – Let’s talk attribution SUPERWEEK OVER THE YEARS
- 5. IN MY YOUNGER DAYS…
- 6. ISSUES IDENTIFIED IN 2015
- 7. THOSE ISSUES STILL EXIST BUT NOW I SKIP OVER THEM…
- 8. TALK IN 2018: DIGITAL ANALYTICS IN THE FUTURE
- 9. TALK IN 2018: DIGITAL ANALYTICS IN THE FUTURE
- 10. TALK IN 2018: DIGITAL ANALYTICS IN THE FUTURE
- 11. TALK IN 2018: DIGITAL ANALYTICS IN THE FUTURE Source: https://martechtoday.com/2018-google-shopping-campaigns-ready-209692
- 12. TALK IN 2018: DIGITAL ANALYTICS IN THE FUTURE Impossible to create solution Solution created uniquely by gifted people Solutions recreated by experts Templates available for use by skilled people Tools created so solution can be used by less skilled people
- 13. My expectations for what the future holds for Digital Analytics • Personalised visitor experience • Marketing optimisation • Content optimisation • Automated issue identification • Forecasting sales, traffic and/or resource requirements • Market research • Greater knowledge & time savings TALK IN 2018: DIGITAL ANALYTICS IN THE FUTURE
- 14. TALK IN 2018: DIGITAL ANALYTICS IN THE FUTURE
- 15. TALK IN 2018: DIGITAL ANALYTICS IN THE FUTURE Culture People Process Technology
- 16. MY VISION FOR THE FUTURE
- 17. WARNING: DESCRIPTION OF A MYTHICAL BUSINESS
- 18. TECHNOLOGY: DIGITAL ANALYTICS TECH STRUCTURE
- 19. • Define purpose • Define KPIs • Set targets • Add tracking • Build reporting • Test/QA tracking • Train people in understanding • Evaluate performance • Optimise performance • Automate optimisation PROCESS: ANALYTICS PART OF THE ORGANISATION DNA
- 20. PEOPLE: CENTRAL + DISTRIBUTED TEAM MEMBERS Central Team IT Product Mgt Ecom / Editorial Marketing
- 21. • Perception of Digital Analytics as a force for driving business success • High level of investment in resources and technology • Ownership of Digital Analytics will start from the top • Expectation will be that decisions are based on data or can be justified/defended using data CULTURE: WHAT NEEDS TO HAVE CHANGED
- 22. WHAT IF THE ORGANISATION IS NOT A UNICORN (95%)
- 23. CHALLENGES OF THE SMALL/MID SIZE BUSINESS
- 24. UNDERSTAND LIMITATIONS OF WHAT IS POSSIBLE
- 25. SET EXPECTATIONS TO THE RIGHT LEVEL
- 26. • Perception of Digital Analytics as a force for driving business success • High level of investment in resources and technology • Ownership of Digital Analytics will start from the top • Expectation will be that decisions are based on data or can be justified/defended using data CULTURE: WHAT NEEDS TO HAVE CHANGED
- 27. • Perception of Digital Analytics as a force for driving business success • High level of Targeted investment in resources and technology • Ownership of Digital Analytics will start from the top • Expectation will be that decisions are based on data or can be justified/defended using data • Decision for targeted business areas are made using data CULTURE: WHAT NEEDS TO HAVE CHANGED
- 28. • Define purpose • Define KPIs • Set targets • Add tracking • Build reporting • Test/QA tracking • Train people in understanding • Evaluate performance • Optimise performance • Automate optimisation PROCESS: ANALYTICS PART OF THE ORGANISATION DNA KEY/CORE TASK FOCUS
- 29. PEOPLE: CENTRAL + DISTRIBUTED TEAM MEMBERS Central Team IT Product Mgt Ecom / Editorial Marketing
- 30. PEOPLE: LIMITED EXPERT SUPPORT AVAILABLE Expert Support IT Product Mgt Ecom / Editorial Marketing
- 31. TECHNOLOGY: DIGITAL ANALYTICS TECH STRUCTURE
- 32. TECHNOLOGY: DIGITAL ANALYTICS TECH STRUCTURE
- 33. IS THIS CHANGE REALISTIC?
- 34. I can be found at • peter.oneill@leapthree.com • @peter_oneill • www.linkedin.com/in/peteroneill THANK YOU (AND QUESTIONS)