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OMNICOM EVIDENCEInsight | Foresight | Analytics | Data Science | Consulting

@mertanenDirector, Digital Analytics @OMD_Fi

ANALYTICS IS THE BOOKKEEPING OF MARKETING

ANALYTICS IS THE BOOKKEEPING OF MARKETING

CONTENT:

Analytics is easy to startResults from Google Analytics auditsMultiple sources of dataData silos vs. integration

Advanced analytics examples

4

Econometrics

Digital Attribution

Linear

ANALYTICS IS EASY TO START

5

Just place the snippet in website and “enjoy” multiple reports.

Econometrics

Linear

6

Econometrics

Linear

GOOGLE ANALYTICS AUDIT RESULTS

41% HAS OUTDATEDTRACKING CODE

71% NO TAG MANAGEMENT SYSTEM IN PLACE

Audit data by @super_analytics. Audit included +40 check points.

DON’T GET NEW GOOGLE ANALYTICS FEATURES

MISS COST EFFECTIVE, FLEXIBLE AND MODERN WAY TO WORK

GOOGLE ANALYTICS AUDIT RESULTS

49%NO DECENT CAMPAIGN TRACKING

91%SPAM & BOT TRAFFIC NOT EXCLUDED

Many companies suffer from poor data quality.

POOR DATA QUALITY FOR TRAFFIC SOURCES

POOR DATA QUALITY FOR OVERALL TRAFFIC

GOOGLE ANALYTICS AUDIT RESULTS

79% NO EVENT TRACKING IN PLACE

80% NO GOAL TRACKING IN PLACE

Many companies miss relevant data and optimization.

MISS RELEVANT DATA FOR BUSINESS

CAN’T OPTIMIZE MEDIA SPEND AND WEBSITE AGAINST GOALS

10

Econometrics

Linear

We’ll see what kind of

data we get from Google Analytics

by default

We’ll define what data we need & implement

Google Analytics

accordingly

WEB ANALYTICS IMPLEMENTATION

11

Econometrics

Linear

QUALITATIVE DATA: HEATMAP

12

Econometrics

Linear

RESEARCH DATA: NPS SURVEY

13

Econometrics

Linear

CUSTOMER DATA: CRM

14

Econometrics

Linear

ADVERTISING DATA: ADFORM

Econometrics

Linear

Econometrics

Linear

17

Customer Database

ResearchDatabase

AdvertisingPlatform

QualitativeData

Web AnalyticsData

DATA IN SILOS

18

OmnicomBig DataPlatform

DMP

WebsiteAnalytics

CRM

Atlas

SalesData

Ad serving& DSP

Cross-deviceData

Accuratetarget grouppool

Globalperspective

Constantcustomerinsight

Real-timeROI / ROAS / ROMImodelling

Data drivencontentcreation

Data drivencreative design

Adaptivebusinessmodel

Correlation & Time Lag

Star

t Dat

e

-1-2-3-4-5-6-7-8-9-11-12 -10Weeks Before Purchase

Stre

ngth

of C

orre

latio

n

Newsletter Signup Page

About Page

Product Page

Demo Page

Store Locator

Page

Days Before Purchase

Visits > 60s

Hotspot

Video Play

• 1-3 Months before thy buy or switch, people might visit the product page, find out about the products and company in general, and consider requesting more information

• Some weeks before they buy, they might start considering finding an agent, or finding out about booking a demo.

• Some weeks before they buy, people might use the site more intensely and for longer visits, engaging with interactiveelements deep within the site.

20

Econometrics

Linear

MARKETING & SALES MODELLING

=

Response

Method has proven track record for:

• Sales data • Sales leads • Customer churn

+ +

MediaCompetitor behavior

=

DistributionSeasonality

Typical data

Macro factors

Media data

Competitors media data

Weather data

Calendar

Market data

Below the line activities

Response

…Based on available data

Mathematical & statistical analysis…

+

EXAMPLE: VISUALIZATION -FROM DATA TO DASHBOARDS

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Our web-based reporting tools sit on top of our data architecture, enabling clients to make fast and informed decisions.

It works, as real time, as the data arrives.

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Econometrics

Linear

YES!

OMNICOM EVIDENCE

Petri Mertanen, Director, Digital Analytics petri.mertanen@omnicommediagroup.com, +358 400 792 616