1. Analytics for better
digital communication
J. Boye
Web & Intranet Conference
6-8 November 2012, Aarhus

3. People live in
the real world
Not online_

4. Content
effectiveness - in a
multichannel
world_

5. Are we making the
right decisions
online_?

6. Looks can be
deceptive_

7. Online sales_
250
200
150
100
50
Online Sales
0
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Okt
Nov
Dec

8. Feeling good_
250
200
150
100
50
Online Sales
Sales Target
0
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Okt
Nov
Dec

9. Still feeling good_?
250
200
150
100
50
Offline Sales
Online Sales
Sales Target
0
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Okt
Nov
Dec

10. Dig deeper_

11. Customer Satisfaction
150
125
100
75
50
CSI Survey
25
0
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Okt
Nov
Dec

12. Oh no, failure_
150
Launch
of
new
check-­‐out
flow
125
100
75
50
CSI Survey
25
0
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Okt
Nov
Dec

13. Hey! - wait a minute_
150
125
100
75
50
CSI Survey
25
0
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Okt
Nov
Dec

14. Hey! - wait a minute_
150
125
100
75
50
CSI Survey
25
Negative
Positive
0
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Okt
Nov
Dec

15. ...procurement again_
Social
media
buzz:
150
Company
using
child
labour
in
India
125
100
75
50
CSI Survey
25
Negative
Positive
0
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Okt
Nov
Dec

16. Channels,
channels, channels
everywhere_

17. Data,
data, data
everywhere_

18. Just to mention a few_
Call
Website Store
Center
Loyalty
Email Marketing
Cards

19. 5 7 5 2 7 9 8 3 1 6
4 2 6 8 6 4 2 1 5 8
9 0 9 6 4 7 0 6 3 1
5 1 0 9 7 5 2 9 7 0
6 3 5 2 1 2 4 8 0 7
5 9 5 4 9 5 3 9 5 8
6 2 7 0 5 3 1 6 4 8
4 2 6 9 0 8 6 3 7 9
8 6 4 2 7 3 8 5 0 1

20. 5 7 5 2 7 9 8 3 1 6
4 2 6 8 6 4 2 1 5 8
9 0 9 6 4 7 0 6 3 1
5 1 0 9 7 5 2 9 7 0
6 3 5 2 1 2 4 8 0 7
5 9 5 4 9 5 3 9 5 8
6 2 7 0 5 3 1 6 4 8
4 2 6 9 0 8 6 3 7 9
8 6 4 2 7 3 8 5 0 1

21. Not all leads are
created equally_

22. Scoring and targeting_

23. Scoring and targeting_
Marketing

24. Scoring and targeting_
Target and
retarget

25. Scoring and targeting_
Guide and
support

26. Scoring and targeting_
Build
loyalty

27. Goodbyes are the
hardest part_

28. Churn_
Do we Likely to
Why willl How to Will we
churn
care? they churn? retain? succeed?
again?
Current and life time value

29. Churn_
Do we Likely to
Why willl How to Will we
churn
care? they churn? retain? succeed?
again?
Current and life time value

30. Churn_
Do we Likely to
Why willl How to Will we
churn
care? they churn? retain? succeed?
again?
Current and life time value

31. Churn_
Do we Likely to
Why willl How to Will we
churn
care? they churn? retain? succeed?
again?
Current and life time value

32. Churn_
Do we Likely to
Why willl How to Will we
churn
care? they churn? retain? succeed?
again?
Current and life time value

33. Churn_
Do we Likely to
Why willl How to Will we
churn
care? they churn? retain? succeed?
again?
Current and life time value

34. Q & A_
Kim Damsgaard
Digital Director
kd@pravdadigital.dk