Andrew Hood of Lynchpin gives his opinions on some of the results of this years (2015) analytics and measurement results.

1. 2015 Measurement
and Analytics Survey
Industry View

2. Disclaimers
 I do not actually claim to represent “the industry”
 (I’m not exactly sure what the scope of “the industry” is anyway)
 This is an opinion piece
 None of these opinions are statistically significant
 Opinions are in alphabetical order
2

3. Attribution
• Are you happy with your attribution model?
3

4. Attribution
4

5. Attribution
• Is your attribution model based on facts about your data and business?
5
Half of attribution
models are made-
up and therefore
useless

6. Big Data
6
Decreasing
Cost per Unit of
Processing
Decreasing
Cost per Unit of
Storage
Decreasing
Time to
Deployment

7. Big Data
7
FASTER
CHEAPER MORE
ACCESSIBLE/
EASIER TO
SCALE

8. Big Data
8

9. Big Data
9
Moore Kryder

10. CRO
10
More specific
around outcomes

11. Customer Analytics
11

12. Customer Analytics
12

13. Customer Analytics
13

14. Loads of
wonderful APIs
and open data
integrations
Data Analytics Strategy
14
Background Forces
01
Increasing
recognition of
multichannel
and customer
centricity
02 03 04 05
Everyone
putting “data at
the heart” of
systems &
processes
Lots of teams
interested in
joining things up
more
Cheaper and
more scalable
data processing

15. Data Analytics Strategy
15

16. Measurement Framework
• Do you have one?
16

17. Measurement Framework
• Who built it?
17

18. Measurement Framework
18
Thinking (Planning)
20% Time
80% Importance
Doing (Implementing)
80% Time
20% Importance

19. Personalisation
• Most important requirements for understanding the customer
19

20. Personalisation
• Is your current data architecture an enabler for personalisation?
20

21. Personalisation vs Customer Analytics
21

22. TMS
• Do you have a data layer?
22

23. Vendors
• Are you happy with your vendor?
23

24. Wrap-Up
• Survey Respondents by Department
24

25. Discussion