The digital revolution has shattered the rules of reaching, attracting, and retaining customers. By creating a culture of analytics and developing a strategic plan for operating in today’s environment, organizations are achieving success.
Web analytics veteran, John Lovett, will outline a methodology for creating a culture of analytics within your organization, including a roadmap for using data to serve customers effectively and measuring the results of social media marketing.
1. Creating a Culture of
Analytics
John Lovett
Senior Partner, Web Analytics Demystified
@johnlovett
Insights from Web Analytics Demystified
www.webanalyticsdemystified.com
Thursday, May 27, 2010
4. Lessons Learned Camping Under a Glacier
Change is constant
Micro details shape the macro picture
Culture evolves at a glacial pace
4
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5. Business Culture Is:
“A blend of the values, beliefs, taboos, symbols,
rituals and myths all companies develop over
time.”
~ Entrepreneur
Thursday, May 27, 2010
6. Agenda: Creating A Culture of Analytics
Find True North
Create a Waterfall Strategy
Become a Storyteller
6
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24. Assess Your Process
1. Who within your organization comes into contact with digital data?
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Thursday, May 27, 2010
25. Assess Your Process
1. Who within your organization comes into contact with digital data?
2. What sources of digital data are used for analysis and insights?
14
Thursday, May 27, 2010
26. Assess Your Process
1. Who within your organization comes into contact with digital data?
2. What sources of digital data are used for analysis and insights?
3. Where are the pockets of digital data success or resistance within your company?
14
Thursday, May 27, 2010
27. Assess Your Process
1. Who within your organization comes into contact with digital data?
2. What sources of digital data are used for analysis and insights?
3. Where are the pockets of digital data success or resistance within your company?
4. When is digital data disseminated throughout your organization?
14
Thursday, May 27, 2010
28. Assess Your Process
1. Who within your organization comes into contact with digital data?
2. What sources of digital data are used for analysis and insights?
3. Where are the pockets of digital data success or resistance within your company?
4. When is digital data disseminated throughout your organization?
5. Why are some digital data projects more successful than others?
14
Thursday, May 27, 2010
29. Assess Your Process
1. Who within your organization comes into contact with digital data?
2. What sources of digital data are used for analysis and insights?
3. Where are the pockets of digital data success or resistance within your company?
4. When is digital data disseminated throughout your organization?
5. Why are some digital data projects more successful than others?
6. How does digital data currently affect change within your organization?
14
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30. Instill a Test & Learn Practice
Organize
Hypothesize
Summarize
Proselytize
15
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31. Assess Your Technology
Simple presentation tools
Flexible data repositories
Powerful data manipulation environment
Rich analytical modeling capabilities
16
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32. Beware the Wobbly Technology Stack
Flickr: escher 17
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33. Recognize Your Capabilities
Visitor Scope of Insight Session
Voice of
Customer Social
Web
Analytics Analytics
Integrated View of Visitor Behavior
Customer
Experience
Mgt
Quan4ta4ve Type of Data Qualita4ve
18
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34. True North Ain’t Always Pretty
Take a realistic assessment of your company
Identify levers that trigger change
Understand your measurement capabilities
19
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36. The Waterfall Strategy
Corporate Goals
Business Objectives
Measures of Success
Operational Tactics
21
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37. The Waterfall Strategy: Goals
Corporate Goals = Vision
Understand, embrace and support
Socialize goals widely
Leverage motivating factors
22
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38. The Waterfall Strategy: Objectives
Business Objectives = Strategy
Foster Dialog
Promote Advocacy
Facilitate Support
Spur Innovation
23
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39. The Waterfall Strategy: Measures
Measures of Success = Management
Key Performance Indicators…
Provide context
Set expectations
Mandate actions
24
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40. The Waterfall Strategy
Operational Tactics = Execution
Specific campaigns
Channel preferences
Closed loop feedback
25
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41. A Social Marketing Example...
Goal
Objective
Measures
Tactics
26
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42. A Social Marketing Example...
Goal Increase Awareness
Objective
Measures
Tactics
26
Thursday, May 27, 2010
43. A Social Marketing Example...
Goal Increase Awareness
Objective
Measures
Tactics
26
Thursday, May 27, 2010
44. A Social Marketing Example...
Goal Increase Awareness
Objective Foster
Dialog!
Measures
Tactics
26
Thursday, May 27, 2010
45. A Social Marketing Example...
Goal Increase Awareness
Objective Foster
Dialog!
Measures Share
of Voice!
Tactics
26
Thursday, May 27, 2010
46. A Social Marketing Example...
Goal Increase Awareness
Objective Foster
Dialog!
Measures Share
of Voice! Audience
Engage-
ment!
Tactics
26
Thursday, May 27, 2010
47. A Social Marketing Example...
Goal Increase Awareness
Objective Foster
Dialog!
Measures Share
of Voice! Audience
Conversa-
tion Reach!
Engage-
ment!
Tactics
26
Thursday, May 27, 2010
48. A Social Marketing Example...
Goal Increase Awareness
Objective Foster
Dialog!
Measures Share
of Voice! Audience
Conversa-
tion Reach!
Engage-
ment!
Tactics
26
Thursday, May 27, 2010
49. A Social Marketing Example...
Goal Increase Awareness
Objective Foster
Dialog!
Measures Share
of Voice! Audience
Conversa-
tion Reach!
Engage-
ment!
Tactics
26
Thursday, May 27, 2010
50. A Social Marketing Example...
Goal Increase Awareness
Objective Foster
Dialog!
Measures Share
of Voice! Audience
Conversa-
tion Reach!
Engage-
ment!
Tactics
26
Thursday, May 27, 2010
51. A Social Marketing Example...
Goal Increase Awareness
Objective Foster
Dialog!
Measures Share
of Voice! Audience
Conversa-
tion Reach!
Engage-
ment!
Tactics
26
Thursday, May 27, 2010
52. A Social Marketing Example...
Goal Increase Awareness
Objective Foster
Dialog!
Measures Share
of Voice! Audience
Conversa-
tion Reach!
Engage-
ment!
Tactics
26
Thursday, May 27, 2010
53. A Social Marketing Example...
Goal Increase Awareness
Objective Foster
Dialog!
Measures Share
of Voice! Audience
Conversa-
tion Reach!
Engage-
ment!
Tactics
26
Thursday, May 27, 2010
54. SOCIAL BRANDING
• http://www.youtube.com/watch?
v=am1PlnbWHAY
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63. A Waterfall Strategy Carries Ideas...
Facilitates collaboration with multiple stakeholders
Sets expectations and mandates actions
Introduces process amid potential chaos
Places efforts in business context
36
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65. Cultures Are Built Upon Stories
Master the art of good storytelling
Support stories with evidence and facts
Celebrate successes by sharing stories
38
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66. Elements of a Good Story...
A good story:
begins with a strong dilemma...
that builds to a crisis...
which forces a decision and action...
leading to a resolution...
by the protagonist.
39
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68. Just the Facts Please
“In God we trust. All others bring data.”
~W. Edwards Deming
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69. The Devil’s in the Details
Offer “appetizer” information
Avoid hieroglyphics
Understand your organization’s hierarchy of needs
42
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70. The Analytical Hierarchy of Needs
Recommenda4ons
Insights
Informa4on
Data
43
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71. Celebrate Success
Create internal heroes and legends
Showcase capabilities through storytelling
Offer plentiful opportunities to learn
44
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77. John Lovett, CWA
Senior Partner, Web Analytics Demystified
John.Lovett@webanalyticsdemystified.com
(603) 262-5636 or @johnlovett
Insights from Web Analytics Demystified
www.webanalyticsdemystified.com
Thursday, May 27, 2010