Instructed by Feras Alhlou.

1. Embracing a Data-Driven Culture
Feras Alhlou, @ferasa
Principal Consultant & Co-founder
E-Nor, Inc.

2. Agenda
• More Data Than Ever
• Bridging the “Data to $$$” Gap
• The Seven Roadblocks

3. • Husband
• Father (3 Children)
• Principal Consultant/Co-founder: Santa Clara/LA/NY/Tampa/Brussels
• Volunteering, Reading, Skiing & Martial Arts

4. Source: SAS Big Data Meets Big Analytics Whitepaper

5. Data-Driven Decision Culture
“To help companies move from just having lots and lots of
data to creating cultures where decisions are made not on
gut-feel, or the proverbial seat of the pants, but rather
based on data.” Avinash

6. Bridging the “Data to $$$” Gap
$$$
Action
Insights
Reports
Data

7. Digital Optimization – What Does It Take?
People
Process
Technology

8. Digital Optimization Pillars
Source: WebTrends Digital
Marketing Maturity Model (DM3)

9. Data-Driven Culture Roadblocks…
…that keep a company from creating a fluid corporate culture that
embraces experimentation and optimizes sales strategy, internal
communication, marketing and more!

10. Roadblock #1: Lack of Requirements and Objectives
“Without a clearly defined set of business objectives, it will
be nearly impossible to create and manage an analytical
business culture” DAA Certification Guide

11. Path to Success – Tip #1:
Define Requirements and Prioritize Objectives

12. Roadblock #2: No (or Minimal) Resources & Expertise
• 0.5 analytics staff-person,100’s of internal
customers
• 1.5 analytics staff-person, 1.7 Billion company
• Lip service from the execs
• Not ready to invest

13. Path to Success – Tip #2:
Commit Resources & Expertise
• Digital Analysts: Hire & Nurture
– Business Savvy & Inquisitive
– Comfortable with Data
– Customer Service
– Trainer and Presenter
– Build Alliances
– Solution Architect/Technical
• Time to review recommendations and act on
findings

14. It Takes Time, But It Pays Off!

15. Roadblock #3: Working in Silos
• Marketing
• IT
• Product Mgt
• Creative/UX
• Support
• Business
• Sales

16. Path to Success – Tip #3:
Cross-Functional Support is a Must
• Incorporate web analytics elements into
business processes
• Socialize the value
• Win-Win-Win

17. Help Me Help You!!
Data Speaks Louder Than Opinions
Then Monetize!!

18. Roadblock #4 - Standard Training
• One size fits none

19. Path to Success – Tip #4:
Level & Role-based Knowledge Transfer
• DAA: Web analysts must PICK the plan:
– Pinpoint the goal
– Identify the audience
– Choose appropriate metrics
– Kick off the final product
• Periodic role-based training
• Standards and Common Nomenclature

20. Roadblock #5: Lack of Communication
• Canned reports are emailed
• Not speaking the executive talk
• Success is not celebrated

21. Path to Success – Tip #5:
Effective Communication
• Up and Down
• A lot
• Storytelling
• Internal Case Studies
– Low Hanging Fruit

22. Roadblock #6: Reporting & Data Pukes
• No Context
• One size fits all
• “Set & Forget”

23. Path to Success – Tip #6:
Reporting Roadmap
• Outcomes
• One size fits none!
– Content
– Format
– Frequency
• Disseminate based on role, level,
preference of stakeholders

24. Web Data Challenge
Unqualified Leads:
86%!!

25. Reporting Roadmap
Reporting
Framework
Web
Analytics
Search
Social
Mobile Offline
CRM
Qualitative
Cost Data

26. Roadblock & Path to Success #7:
Accountability
• Accountability ---> Fear
– Deal with it before sending reports

27. Data-Driven Decision Culture
Data-
Driven
Culture
Objectives
Resources
Cross-Functional
Knowledge
Transfer
Communication
Reporting
Framework
Accountability

28. Move The Needle

29. Move The Needle
What is the first thing to do after watching
your class?
Ask you Manager/VP/CEO: what is the
most important metric to the business?
Report on it, trend it, be obsessed with it
Move The Needle

30. 1. Document your data/measurement plan
2. Know your internal audience and stakeholders
3. Go after small wins first
4. Report on what matters
5. Communicate frequently & always tell a story
Key Takeaways

31. www.onlinemarketinginstitute.org
@ferasa
Thank You