Digital EDGEucation autumn - analytics in 2016

1. Digital EDGEucation
The Autumn Edition 2015
#4PsEDGE
@4PsMarketing

2. Analytics in 2016
Matt Stannard
#4PsEDGE
@4PsMarketing

3. WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS?THE PAST
Device centric tracking
Lots of Tracking Code

4. WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS?THE NOW – MULTI DEVICE
Average UK home has 7.1
Internet Devices
Average UK Household:
1.7 Smartphones
1.3 Laptops

5. WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS?THE NOW – OFFLINE TRACKING
Around 64% of sales in 2014 happened offline.
B2B – Website as Lead Gen, Conversion Offline

6. WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS?THE NOW – MORE DATA, REAL TIME & PERSONAL

7. WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS?RETAILERS – NEW FEATURES
User Id
Custom
Dimensions Enh Ecomm Rmktng
No No No No
Yes No No Yes
No No No No
No No No Yes
No No No Yes
No No No Yes
No No No Yes
No No No No
No No No Yes
No No No Yes
Very few sites
using new GA
features
70% use
remarketing

8. WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS?B2B – NEW FEATURES
Majority used
UA, 3 still on
Classic.
Minor uptake
on advanced
features
UA Custom Dimensions Event Tracking
Chess Telecoms Yes No Yes
Money Penny Call Answering Yes Yes No (VPV)
Mishcon de Reya Law Firm Yes No Yes
Zenith Commercial Vehicles Yes No No
Asons Solictors Law Firm No No No
Attenda IT Services No No No
Randstad Recruitment Yes No Yes
Think Money Financial Services No No No
Creditsafe
Business Info
Provider Yes No No
Peninsula Law Firm Yes No No

9. WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS?PIECING IT ALL TOGETHER

10. WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS?MEASUREMENT FRAMEWORK

11. WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS?MEASUREMENT FRAMEWORK - DOCUMENT

12. WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS?2016: WHERE TO START?
Start with with what we’ve got – tools, tech, people and
understand the setup.
In my world – what pieces have I got?

13. WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS?2016: A MEASUREMENT PLAN - OBJECTIVE
What is the business objectives? Why do we exist?
Pop Quiz:

14. WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS?
Understand strategies / tactics – how are you going to
support your objective?
In my world – I’m going to get there by building a
Tractor
2016: A MEASUREMENT PLAN – STRATEGIES / TACTICS

15. WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS?
What are you going to measure? Remember KPI is an
INDICATOR not a TARGET
In my world
Number of pieces
Cost of parts
Time taken to build
2016: A MEASUREMENT PLAN – KPI’S

16. WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS?
Have targets to benchmark performance – for example
increase / decrease KPI by X%.
In my world:
- Obviously it looks like the picture (with no spare bits)
- Time taken <= Recommended time taken
- Cost of parts <= cost of one kit
2016: A MEASUREMENT PLAN - TARGETS

17. WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS?2016: ONE STEP BEYOND
When we know what we want to measure we can use tools like
a TMS to collect and push data.

18. WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS?2016: COMING UP!
Over the next few years we
will have:
• More data pieces
• More devices
• More personalisation
• More touch points

19. WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS?2016: COMING UP!
We need our pieces to be
joined together:
• Measurement Framework
• Regularly Reviewed
• Centralised Collection Tool

21. Thank you.
#4PsEDGE
@4PsMarketing