DIGITAL ANALYTICSSUPERCHARGE YOUR MARKETING

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ANALYTICS: THE KEY TO SUCCESS

When it comes to effective analytics, KPIs and dashboards aren’t the whole story. Analytics are also a springboard for relevant business policy. According to a study by eConsultancy, there are three factors that make success-ful companies stand out from the crowd:

1. Their marketing goals derive from an overarching company strategy;

2. Data plays a key role in their decision making;

3. Data is not just used to meet their optimization goals, but also to discover new opportunities.

In other words, they pursue a holistic marketing concept that spans company strategy, communications, adverti-sing, e-commerce and customer experience.

Moved over to new technologies

Made significant investments

Introduced new models or methods

Introduced a more comprehensive marketing model

Introduced a model that focuses less on marketing and more

on overarching business goals

None of the above

In order to improve analytics and monitoring, the companies:

MARKETING PERFORMANCE VS. BUSINESS GOALS

Source: https://www.google.com/analytics/resources/report-econsultancy-driving-growth-with-measurement-in-a-mobile-world.html

41% OF MAINSTREAM COMPANIES

OF LEADING COMPANIES52%

32%

39%

31%

39%

22%

39%

15%

30%

13%

1%

HOLISTIC VS. CHANNELED APPROACH

KPIs are entirely integrated into overarching company goals

KPIs reflect individual business goals according to the relevant channel

13% OF MAINSTREAM COMPANIES

OF LEADING COMPANIES51%

21%

46%

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STRATEGIC ACTIONMake sure your analytics strategy is based on your overarching company strategy. Identify KPIs that help you to assess your level of efficiency and productivity. Define your methods for collecting the data you want, and how you intend to use it for monitoring and improving your activities.

L A P T I M E S

BE SMART

PECIFIC

EASURABLE

CCEPTED

ELEVANT

IME-BOUND

S

M

A

R

T

THE FUNDAMENTALS

MONITORING

CONCEPTION MEASUREMENT

IMPROVING

1. STRATEGY

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ONLY COLLECT RELEVANT DATAAdapt your data infrastructure to meet your needs. The aim is not simply to collect as much data as possible, but to collect the most relevant data in the most efficient way possible. Forget big data – relevant data is what matters!

GRIP DATA ENGINE DATA VITALITY AIR PRESSURE

DATA INFRASTRUCTURE

There are four main areas for data collection:

APP DATA(download numbers, rates of activity, etc.)

MARKETING DATA(advertising data,

market research results, etc.)

BUSINESS DATA(turnover figures, CRM data, etc.)

DATA DASHBOARD

WEB DATA(number of visitors,

conversion rates, etc.)

2. INFRASTRUCTURE

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FOCUS ON THE BIG PICTUREA dashboard helps you maintain an overview and understand how relevant KPIs develop over time, enabling you to identify in advance where potential action might be needed. Dashboards show different data depending on the stakeholder.

TOP LEVEL DASHBOARD

Overarching, business-relevant performance data, e.g. from

CAMPAIGN PERFORMANCE

BUDGET MONITORING

ONLINE TURNOVER

CUSTOMER LIFETIME VALUE

3. MONITORING

EXPERT LEVEL DASHBOARD

Specific, operational performance data, e.g. from

FUNNEL STRUCTURE

CHANNEL PERFORMANCE

WEBSITE PERFORMANCE

APP PERFORMANCE

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MAKE USE OF YOUR DATAYou can optimize your activities based on systematically harvested data. Attribution models help you to determine which marketing activities are paying off in terms of your goals, thus helping you build a foundation for the targeted optimization of your activities.

OPTIMIZATION POTENTIAL

TARGET GROUPApproach people with demonstrated interest.

1.

MARKETING MIXInvest in the most effective strategies.

2.

CONTENTCreate a message that really gets through to your customers.

3.

MARKET PRESENCEOptimize your customer experience. Make sure the content, design, structure and calls-to-action on your website, online shop or app are the best they can be.

4.

Whatever your goals, you can always adopt targeted optimization strategies.

4. OPTIMIZATION

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