Presentation by DigitasLBi - Per A. Knudsen and Ida Mahler - April 2014 for "Netværket for Datadrevet Markedsføring" in Copenhagen. Theme: Online Analysis, including Analytics. Please notice: some cases from the original version are not included.

1. Online
Analysis
- Using data to your advantage

2. 3
Per A. Knudsen
Digital Media
Strategist
#Digitalmedia
#Search
#Digitalstrategy
#Design
#Roadcycling
Who we are
Ida Mahler
Strategic Marketing
Analyst
#Analytics
#SocialMedia
#Insights
#Onlinebehaviour
#Railroadtraveling

3. Agenda
• Introduction
• Organisations vs. online analysis
• Define your eco-system
• Using insights from online analysis
• Online analysis requires the right tools

4. Introduction

5. WHAT’S
HAPPENING…

6. 7
What’s happening…
The web is turning social
Mobile is important
Digital influences
the customer decision journey
Big data is out there
Digital strategy is important

7. Marketing 10 years ago

8. Marketing today

9. 10
Let’s party
Like it’s
2014

10. 11
Godt citat ind her….
"At fremhæve data som strategisk
aktiv bliver lige så selvfølgeligt som
i dag at sige, at en virksomhed
anvender strøm eller internettet."
- Mikkel Holm Sørensen
& Simon Bentholm

11. I watch
I am
here
I
browse
I buy
I like
I use I search
I travel
People produce data

12. Every minute:
680,000 content pieces
are shared on Facebook.
100,000 tweets
are sent
48 Hours of video
are uploaded to YouTube

13. 1 + 1 = 11
From Mad Men to Math Men

14. Organisations
vs. online analysis

15. 16
Siloed work hurt companies – and users

16. 17
Resources
Money/internal competencies & knowledge
Classic barriers for companies
Risk
That path is too uncertain
Tools
Lack of information/access to relevant tools
Politics
Other parts of the organisation stop the progress
Technical issues
Platform limitations

17. 18
Mathematician
Technician
Communicator
Actionman
To set up/work with data and models
To understand and use tools
to gather relevant data
To communicate results and draw
conclusions that make sense
To understand what it takes to use it
actively in the organisation
Tough to find in one person…
Lack of resources

18. Being reactive is the
new proactive

19. 20
Digital
marketing
Timely content yields increased engagement
Engagement
Timeliness
Planned
marketing
TV
Billboard
Print
ad
Real-time
marketing

20. 21
Maersk

21. 22
#TripleE

22. 23
#TripleE

23. 24
#TripleE

24. 25
Volvo

25. 26
VOLVOVolvo

26. 27
VOLVOVolvo

27. 28
Volvo

28. Define your
eco-system

29. What about your website?

30. 31
The digital heart
of a business is
your website

31. 32
The corporate
website isn’t dead,
but it must share
the spotlight
Corporate websites
1992 – 2014?

32. Search is still important
33

33. News
Brands
Social Contact
Inspiration
Products
I search for…
Is the
ASOS
delivery
reliable?
ASOS
ASOS
jeans
This
seasons
spring
dresses?
Where is
ASOS
located?
What is the
latest
ASOS
collection?

34. Search evolved with people
Image
search
Product
search
Video
search
Standard
search
Local
search
Book
search
Blog
search
News
search
App
search
Patent
search

35. What about social media?

36. Social media is the current…

37. Also for analysis purposes

39. What is the role of devices?

40. 3000+
Different devices
150+
Screen sizes
Screen sizes and devices
on a typical website
The year of mobile was 2007

41. 42
Start on a one device
and continue on another
67%
Enable consumers to
find platforms on
multiple devices
throughout the path to
purchase.

42. 43
Start on a
PC/Laptop25%
Start on a
smartphone
4% Continue
on tablet61%
Continue
on PC/
Laptop
5% Continue
on tablet
Start on
a tablet
Continue on
PC/Laptop
19%
Continue on
smartphone
65%
11%
10%

43. THE PURPOSE

44. 45

45. DATA INSIGHTS CONTEXT CONTENT
Brand
Relevance bridge
I
LOVE
HATE
THINK
BELIEVE
FEEL
WISH
Brand
values
&
guidelines

46. Using insights from
online analysis

47. THINK
FIRST

49. Are these the same people?
• British
• Male
• Over 60
• Divorced
• Remarried
• High Income
• Children have left home

51. It starts with asking the
right questions…

52. What do people search for?
What are people talking about?
How are competitors performing?
How is the content performing?
How is the website performing?
What are the trends YOY?

53. What
people
SEARCH
for
What
people
TALK
about
Combining
Content
opportunity
Content
opportunity

54. Website traffic
- Compared to Google search trends
Website traffic
50
60
70
80
90
100
110
500,000
700,000
900,000
1,100,000
1,300,000
1,500,000
1,700,000
1,900,000
2,100,000
2,300,000
2,500,000
1
3
5
7
9
11
13
15
17
19
21
23
25
27
29
31
33
35
37
39
41
43
45
47
49
51
Google trend

55. Internal search
can provide
powerful insights
Your products?
Your content?
Your UX-performance?

56. ASOS

57. 58
Women Men
Based
on
insights
Men vs.
women

58. 59
Kuration
(thought leadership)
Seasonal
landingpages
Relevance

59. 60
Campaign activation of content:
Web
site
#todayis

60. MEASURING
PROCESS

61. 62
1 approach
New
site
Current
site

62. 63
Audit
Performance
Competitors
Barriers
Opportunities

63. 64
Requirements
Migration
Device
Search
UX Etc.
Strategy*
*The strategy will change dependent
on if it is a new or current site

64. 65
Optimisation wheel
Data
Analysis
Insights
Implementation
Measurement
Search behaviour
Social media behaviour
Competitive behaviour
On-site behaviour
Contextual behaviour
Platform
Search data
Social media/blog data
Competitor data
On-site data
Contextual data
Site structure
Wireframe
Communication strategy
Page design etc.
Strategic purpose
Prototype & coding
Content
Multi-channel implementation
Analytics/rapporting
Continual testing
Adjusting for success
Measuring KPI’s

65. Online analysis requires
the right tools

66. Online analysis tools
Followerwonk
Moz
Google analytic
Twitanalyzer
Topsy
Google keyword planer
Talkwalker
Sysomos
Spredfast
Social mentions
Crimson Hexagon
Unmetrics
Facebook insights
Page analyzer
Google social
Statigram
LinkedIn analytics
YouTube analytics
LinkedIn advertising
Google adwords
Gnasher
Übersuggest
SiteCatalyst
Omniture
Simplymeasured Sharecount
True social metrics
Klipfolio Digiminds
Radian6
Google trends
Google barometre

67. BIG DATA ≠
BIG INSIGHTS

68. 69
Big data is a powerful tool for inferring correlations…
… not a magic wand for inferring causality.

69. Insights requires
personal interpretations

70. Insights
Data 1 Data 2 Data 3

71. Relationship between sharing and reading an
article
0:00:00
0:00:09
0:00:17
0:00:26
0:00:35
0:00:43
0:00:52
0:01:00
0:01:09
0
50
100
150
200
250
300
350
10 20 30 40 50 60 70 80 90 100 110 120 130 140 150 160 170 180 190 200 210
Av. No. of shares
Av. Time spent on
page

72. Yet again, it starts with
asking the right
questions…

73. 74
What tool(s) to use depends on…

74. 75
Insights

75. 76
Case example

76. 77

77. Tips and tricks to choose the
best online analysis tool
• Nice-to-have’s vs. must-have’s measurements
• Request a demo
• Consider whether you can afford a managed service-, self-
service- or a hybrid model.
• Prioritize tools that can automate the reporting process.

78. 79
'Out of clutter, find
SIMPLICITY.
From discord, find
HARMONY.
In the middle of difficulty lies
OPPORTUNITY.'
- Albert Einstein

79. What did we learn today
Organisations
must adapt to
utilise digital
analytics
The right
question
gives the
right answer
Online
analysis
should be
scaled to
your
business
The purpose
with all
analysis is
insights

80. 81
Per.Knudsen@digitaslbi.com
@Peraknudsen
Ida.Mahler@digitaslbi.com
@IdaMahler
Q&A