Increased revenue. That’s the reason why we spend so much on analytics and data gathering. However, in our quest for data we tend lose sight of the goal and misinterpret the data as a result. We can track any data we like. Technology doesn’t limit that, regulations do. But just because we can, doesn’t mean we should. Aside from moral objections, collecting a large quantity of data just doesn’t compensate for the lack of quality. What data provides us with is speed. With the right data we can already see what does and what doesn’t work without having to run additional tests. What data also provides us is knowledge. A hell of a lot of knowledge. Timo Luoto is the Chief Business Development Officer at FROSMO and also a Member of the Board of mobile game studio Dodreams. You'll find the video of this, and other inspiring FrosmoX16 presentations, on www.frosmo.com/frosmox16

1. Making data matter
Timo Luoto 25.10.2016

2. 1. Business perspective: Why?
2. Understand your data: What?
3. Benefit from your data: How?
Contents
2

3. 3

4. • Acquiring data is always an investment.
• Quality of data, is the relevancy of it.
4
There’s no such thing as free data

5. 5

6. • We can track practically anything and everything.
• The amount of data does not correlate with value.
6
Know what you are paying for

7. 7

8. • To personalise
= Show the right products to the right people
• To be customer centric
= Engage with customer from the very first touchpoint onwards
8
What can we use data for?

9. 9
“Coffee is what we sell, but it’s not the business we’re in”
Howard Schultz, CEO, Starbucks

10. Great customer experience sells more
10
Turning ordinary to extraordinary
1. Treat them as well as you know them
2. Offer them useful recommendations
3. Make them come back for more

11. Know your customer - who are you selling to
11

12. 12

13. Find your customers (behind the data)
13
Those who come to the site early in the day or week?
Customers, who need the relevant information in their
profession, are more subjective to pay for the info.

14. 14

15. Match the KPI with your goal
15
Conversion rate can increase or decrease even if you
have done something wrong or nothing at all.
Maybe a poorly designed marketing campaign just
ended or some other misguiding link is in the wrong
place.

16. CR bad, sales good → What is your goal?
16

17. 17

18. Better UX → better business
Speed
With proper use of data, we can cut down costs by not trying things just
based on visions, ideas and opinions.
Insight
Valuable data tells relevant information about our customers so tracking is
our equivalent of a store manager listening to her clients.
18

19. Speed and a lot of knowledge
19

20. Thank You
www.frosmo.com
Timo Luoto
CBDO
timo.luoto@frosmo.com
+358 405 866 760