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DATA
STRATEGY
OUR Business
OBJECTIVES
“We Build
Experiences
“We Manage
User
Behaviour
“We Optimize
Outcomes
WORKING AROUND
DATA
DATA
Planning
Media Planning
Social Listening
Search Queries
USER INTENT
Research
Web Analytics
A/B testing
UX & Usability
USER VOICE
Returns
User Satisfaction
Goal & Conversion
ROI & Revenues
RESULTS
Behavior
DATA
Planning
Media Planning
Social Listening
Search Queries
USER INTENT
Research
Web Analytics
A/B testing
UX & Usability
USER VOICE
Returns
User Satisfaction
Goal & Conversion
ROI & Revenues
RESULTS
Behavior
DATA
Planning
Media Planning
Social Listening
Search Queries
USER INTENT
Research
Web Analytics
A/B testing
UX & Usability
USER VOICE
Returns
User Satisfaction
Goal & Conversion
ROI & Revenues
RESULTS
Behavior
DATA
Planning
Media Planning
Social Listening
Search Queries
USER INTENT
Research
Web Analytics
A/B testing
UX & Usability
USER VOICE
Returns
User Satisfaction
Goal & Conversion
ROI & Revenues
RESULTS
Behavior
DATA
Planning
Media Planning
Social Listening
Search Queries
USER INTENT
Research
Web Analytics
A/B testing
UX & Usability
USER VOICE
Returns
User Satisfaction
Goal & Conversion
ROI & Revenues
RESULTS
DATA IS MYSTERIOUS
DATA:
Light blue
White
Black
Sleeveless
Neck bow
DATA:
Light blue
White
Black
Sleeveless
Neck bow
DATA on its own is
NOTHING
It’s not just about DATA
but what it MEANS
&howitRELATES
totheOUTCOME
DATA
DRIVES
DECISIONS
DATA
DRIVES
DECISIONS
DATA
DRIVES
DECISIONS
The DATA that drives
our DECISIONS
The DATA that drives
our DECISIONS
High Volume High Quality
The DATA that drives
our DECISIONS
High Volume High Quality
Behavioral Attitudinal
The DATA that drives
our DECISIONS
High Volume High Quality
Behavioral Attitudinal
Actual Artificial
The DATA that drives
our DECISIONS
High Volume High Quality
Behavioral Attitudinal
Actual Artificial
systematic observations semi-structured collection
The DATA that drives
our DECISIONS
High Volume High Quality
Behavioral Attitudinal
Actual Artificial
systematic observations semi-structured collection
The DATA that drives
our DECISIONS
THAT’S A LOT OF DATA
Quantitative
WHAT happens and WHEN
HOW it happens and WHY
Qualitative
Quantitative
WHAT happens and WHEN
HOW it happens and WHY
Qualitative
It is not much use to know
WHAT is happening if you
don’t know WHY
It is not much use to know
WHAT is happening if you
don’t know WHY
You can’t know WHY things
are happening if you don’t
know WHAT is happening
Quantitative
Top Down Analysis
What we want to measure
KPIs / Key Metrics
Collection of Data
Analyze Metrics
Benchmark
Improve
Quantitative
Top Down Analysis
What we want to measure
KPIs / Key Metrics
Collection of Data
Analyze Metrics
Benchmark
Improve
Quantitative
Top Down Analysis
Bottom Up Analysis
Qualitative
Quantitative
Top Down Analysis
Bottom Up Analysis
Qualitative
What we want to measure
KPIs / Key Metrics
Collection of Data
Analyze Metrics
Benchmark
Improve
Prove
Hypothesis
Collect Data
Devise Experiment
How can we improve?
Why is this happening?
Analyze existing trends
What we want to measure
KPIs / Key Metrics
Collection of Data
Analyze Metrics
Benchmark
Improve
Prove
Hypothesis
Collect Data
Devise Experiment
How can we improve?
Why is this happening?
Analyze existing trends
Quantitative
Top Down Analysis
Bottom Up Analysis
Qualitative
What’s in the Middle?
What we want to measure
KPIs / Key Metrics
Collection of Data
Analyze Metrics
Benchmark
Improve
Prove
Hypothesis
Collect Data
Devise Experiment
How can we improve?
Why is this happening?
Analyze existing trends
What we want to measure
KPIs / Key Metrics
Collection of Data
Analyze Metrics
Benchmark
Improve
Prove
Hypothesis
Collect Data
Devise Experiment
How can we improve?
Why is this happening?
Analyze existing trends
What’s in the Middle?
DECISIONS
What we want to measure
KPIs / Key Metrics
Collection of Data
Analyze Metrics
Benchmark
Improve
Prove
Hypothesis
Collect Data
Devise Experiment
How can we improve?
Why is this happening?
Analyze existing trends
What’s in the Middle?
Till now,
> How Business Intelligence works
> BI approach and methodologies
towards DATA
> What informs our decisions
IT
WAS
SIMPLE
IT
WAS
SIMPLE
What we want to measure
KPIs / Key Metrics
Collection of Data
Analyze Metrics
Benchmark
Improve
Prove
Hypothesis
Collect Data
Devise Experiment
How can we improve?
Why is this happening?
Analyze existing trends
What’s in the Middle?
REPORTS
What we want to measure
KPIs / Key Metrics
Collection of Data
Analyze Metrics
Benchmark
Improve
Prove
Hypothesis
Collect Data
Devise Experiment
How can we improve?
Why is this happening?
Analyze existing trends
What’s in the Middle?
APPROACH
DATASOURCE
Adapted from work of Christian Rohrer 2008
X Multivariate (live
A/B) testing
X Eye Tracking
X Usability
Lab Studies
X Customer
email Feedback
X Intercept
Surveys
X Data Analysis /
Mining
X Live UX
assessments
X Participatory
Design
X Focus Groups
X Card
sorting
X Desirability
studies
X social
Listening
solutions
X Message
board mining
X Email
Surveys
?

BI Solutions
Directing Metrics to Strategy
SHIVAM
Parting Notes
Connect with me asking ‘How do we…
Bridge cultural gaps
Design and Manage integrated web teams
Develop DATA reliance with reliable data
Generate analytical awareness
Improve on tools, methodologies and
standards
THANKS
Follow me @ShvmDhwn
More Here…
Connect -

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