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From Digital Analytics
to Insights:
Data-Driven Decision Making & Changes in Consumer
Trends to Effectively Develop Below-the-Line Campaigns
Pithan Rojanawong November 25, 2015
About Me
Pithan Rojanawong
Vice President,
Head of UX Design & Analytics at
Krungthai-AXA Life Insurance PCL
• User Experience
• Digital Analytics
• Data-Driven Digital Marketing
• Front-End Development
linkedin.com/in/pithan
“You can have data without information,
but you cannot have
information without data.”
Daniel Keys Moran
An American computer programmer and science fiction writer.
What Digital Analytics
Really Is
#1
is the analysis of qualitative and quantitative data
from your business and the competition to drive a
continual improvement of the online experience that
your customers and potential customers have which
translates to your desired outcomes…
Google Analytic Academy
Defining “digital analytics” in Digital Analytics Fundamentals
Digital Analytics
web analytics
social media
analytics
usability testsemail
marketing
search
analytics
mobileappscontent
marketing
customer data
voice of consumers
From Digital Analytics to Insight
How Digital Analytics Can Work With Different Teams
Marketing Products ExecutiveIT
Landing page
optimisation
Lifetime value /
Customer
segmentation
Search engine
marketing
Ad & media plan
optimisation
Social media
optimisation
Behavioural
analysis
Search engine
optimisation
Funnel & flow
optimisation
Application &
product
performance
Dashboard
Scorecard
Custom
research
Financial
performance
Competitive
intelligence
Performance
monitoring
Site usage
capacity
planning
Disaster recovery
Infrastructure
Enhancement
DigitalAnalyticsMaturity
Identify Your
Data Source
#2
Internal & External Digital Analytics Data
Internal
Web analytics
Mobile applications
Your social media
analytics
Usability tests &
A/B tests
External
Consumer trends
Search trends
Digital ads
tools & analytics
SEO tools
Competitors
data
“Context Drives Device Choice
Throughout the Day”
Consumer Trends/Research
From Digital Analytics to Insight
From Digital Analytics to Insight
From Digital Analytics to Insight
From Digital Analytics to Insight
From Digital Analytics to Insight
From Digital Analytics to Insight
From Digital Analytics to Insight
From Digital Analytics to Insight
From Digital Analytics to Insight
From Digital Analytics to Insight
From Digital Analytics to Insight
From Digital Analytics to Insight
Know all your available data sources
and metrics you can get from these sources
So you can pick the ones that fit
with your campaigns later
Analytics Planning
& Define Metrics
#3
3 Steps to DIY Digital Analytics
1. Clear on business goals & objectives
Translate objectives into goals. There shouldn’t be
too many objectives. Each one can have many goals.
2. Define KPIs of each goal
Each goal can have several KPIs.
KPIs must be measurable, measured with data from
your digital analytics sources
3. Define segmentation for future optimisation
What could make an impact on the outcome?
Source of traffic? Mobile device OS?
Geography?
Create
Engagement
Generate LeadsCreate
Awareness
Avinash Kaushik’s Framework
Website Goal
Reinforce
Online/Offline
Advertising
Website Goal
Capture leads:
Emails/Contacts
Website Goal
Provide users
with information
Website Goal
Website
Engagement
ABC Website
KPI
Branded traffic
Target
7K visits/month
KPI
Conversion
E-newsletter
Target
100 subscription/
month
KPI
# of PDF
downloads
Target
500 downloads/
month
KPI
Visitor loyalty
Target
50% repeated
visits
Segments
Traffic sources
Converted visits
Segments
Traffic sources
Segments
Document types
Geography
Segments
# of visits/month
RACE Framework
REACH
awareness & visits
VISITORS
ACT
awareness & visits
LEADS
CONVERT
awareness & visits
SALES
ENGAGE
awareness & visits
% ACTIVE
CUSTOMERS
BOUNCE
RATE
%
CONVERSION
TO LEAD
%
CONVERSION
TO SALE
% CUSTOMER
CONVERSION
REVENUE
PER VISIT
LEAD VALUE
PER VISIT
SALES
VALUE
LIFETIME
VALUE
CPC:
COST PER
CLICK
CPL:
COST PER
LEAD
CPS/CPA:
COST PER
SALE
VOLUME QUALITY VALUE COST
Metrics Checklist
Good Metrics
Measure usage of a product by a person. The usage
should be specific
Great Metrics
Makes you look at all other metrics and think
“none of those other numbers matter
if we don’t get this right first”
Total # of
Registered
Users
# of new
Users Per Week
# of Users
Who Login
3+ times/month
GoodUnhelpful Great
Digital Analytics
Tools Selection
#4
From Digital Analytics to Insight
Tool Selection Checklist
1. Who’s going to be using it?
No tools are smart enough to give you out-of-the-box
actionable and valuable insights.
You still need a human to do the work!
2. DIY Analytics VS Outsourcing
Outsourcing digital analytics to vendors could mean
including tools + someone to make use of them for you.
3. Try Before You Buy
Most digital analytics tools have alternative ones.
Try the free trial/version. Sometimes the free version
gives you everything you need.
The 10/90 Rule
#5
“20%of organizations do not have
marketing analytics, which means they have
zero insight into online behavior.”
The 2014 Marketing Score Report
Look at how 318 marketers, executives, and entrepreneurs rate their organisations
“It’s the People”
• Our Goal: Highest value from digital analytics
implementation
• Cost of analytics tool & vendor professional
services: $10
• Required investment in "intelligent resources/
analysts": $90
• Bottom-line for Magnificent Success: It’s the people
-Avinash Kaushik, Digital Marketing Evangelist - Google
It’s the People (who do most of the work)
Learn From
Past Campaigns
#6
Data from
Past Campaigns
and/or from
Web Analytics
Segmentations
Personalisation
Design & Development IT & Infrastructure
Marketing &
Communication
We study the data of our previous LINE sticker launch
to estimate traffic to our website
to prepare in terms of IT infrastructure
From Digital Analytics to Insight
From Digital Analytics to Insight
#7
Every Little Thing
Counts
Always Track Traffic to Your Site
campaign
ichild_2015
source
line
source
facebook_ads
medium
post
medium
rich_menu
Build your link at https://support.google.com/analytics/answer/1033867?hl=en
medium
xxx
http://www.yoursite.com?
utm_campaign=ichild_2015&
utm_source=line&
utm_medium=rich_menu
Use Your Links in Other Media
http://www.yoursite.com?
utm_campaign=ichild_2015&
utm_source=billboard&
utm_medium=qrcode
Add tracking parameters
http://bit.ly/12rvnion3f9823
Shorten the full URLs
Use in SMS
Create QR codes
From Digital Analytics to Insight
From Digital Analytics to Insight
Data Supports
Assumptions
(Not Answers)
#8
Data from Analytics Tell Us
We Need to Find Out
WHAT
is/was happening?
WHY
it is/was happening?
From Digital Analytics to Insight
video clip
Always Aim to
Learn More About
Your Users
#9
3 Ideas to Learn More About Your Users
1. Learn from Paid Search Queries
If you run paid search campaigns, data can tell you
so much about users’ intents.
2. Learn from A/B Testing
Running A/B or multivariate tests have never been so
easy. Plus there are many affordable or free tools out
there.
3. Always Segment Your Data
Chances are you also have several groups of users to
work on. And most of them have different behaviours.
Segment them and learn about each segment.
From Digital Analytics to Insight
From Digital Analytics to Insight
From Digital Analytics to Insight
Keep Testing
#10
A/B Tests = Optimisation + User Insights
Image: VWO
Image: MOZ
Digital Analytics = Ongoing Process
Business
Objectives
RUN CAMPAIGNS
Measure & monitor
performance
LEARN
Analyse results, learn from
the campaigns
TESTING
Keep testing to optimise
outcomes
PLAN
Define goals, KPIs,
segments
Thank You
Pithan Rojanawong November 25, 2015
Resources
• https://analyticsacademy.withgoogle.com/course01/assets/pdf/
DigitalAnalyticsFundamentals-Lesson2.1TheimportanceofdigitalanalyticsText.pdf
• http://www.slideshare.net/TopRankin/3-months-to-success-a-digital-analytics-plan-
emetrics
• http://www.kaushik.net/avinash/the-10-90-rule-for-magnificient-web-analytics-
success/
• http://www.slideshare.net/Smart-Insights/10-steps-to-actionable-analytics-for-digital-
marketing
• http://www.slideshare.net/widen/analytics-presentation-39727380
• http://www.analytics-tools.com/
• http://www.slideshare.net/adelphidigital/16-digital-trends-to-shape-2016
• http://www.slideshare.net/ericbryn/digital-marketing-analytics-lecture-1-43616208
Pithan Rojanawong November 25, 2015

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From Digital Analytics to Insight

  • 1. From Digital Analytics to Insights: Data-Driven Decision Making & Changes in Consumer Trends to Effectively Develop Below-the-Line Campaigns Pithan Rojanawong November 25, 2015
  • 2. About Me Pithan Rojanawong Vice President, Head of UX Design & Analytics at Krungthai-AXA Life Insurance PCL • User Experience • Digital Analytics • Data-Driven Digital Marketing • Front-End Development linkedin.com/in/pithan
  • 3. “You can have data without information, but you cannot have information without data.” Daniel Keys Moran An American computer programmer and science fiction writer.
  • 5. is the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes… Google Analytic Academy Defining “digital analytics” in Digital Analytics Fundamentals Digital Analytics
  • 6. web analytics social media analytics usability testsemail marketing search analytics mobileappscontent marketing customer data voice of consumers
  • 8. How Digital Analytics Can Work With Different Teams Marketing Products ExecutiveIT Landing page optimisation Lifetime value / Customer segmentation Search engine marketing Ad & media plan optimisation Social media optimisation Behavioural analysis Search engine optimisation Funnel & flow optimisation Application & product performance Dashboard Scorecard Custom research Financial performance Competitive intelligence Performance monitoring Site usage capacity planning Disaster recovery Infrastructure Enhancement
  • 11. Internal & External Digital Analytics Data Internal Web analytics Mobile applications Your social media analytics Usability tests & A/B tests External Consumer trends Search trends Digital ads tools & analytics SEO tools Competitors data
  • 12. “Context Drives Device Choice Throughout the Day” Consumer Trends/Research
  • 25. Know all your available data sources and metrics you can get from these sources So you can pick the ones that fit with your campaigns later
  • 27. 3 Steps to DIY Digital Analytics 1. Clear on business goals & objectives Translate objectives into goals. There shouldn’t be too many objectives. Each one can have many goals. 2. Define KPIs of each goal Each goal can have several KPIs. KPIs must be measurable, measured with data from your digital analytics sources 3. Define segmentation for future optimisation What could make an impact on the outcome? Source of traffic? Mobile device OS? Geography?
  • 28. Create Engagement Generate LeadsCreate Awareness Avinash Kaushik’s Framework Website Goal Reinforce Online/Offline Advertising Website Goal Capture leads: Emails/Contacts Website Goal Provide users with information Website Goal Website Engagement ABC Website KPI Branded traffic Target 7K visits/month KPI Conversion E-newsletter Target 100 subscription/ month KPI # of PDF downloads Target 500 downloads/ month KPI Visitor loyalty Target 50% repeated visits Segments Traffic sources Converted visits Segments Traffic sources Segments Document types Geography Segments # of visits/month
  • 29. RACE Framework REACH awareness & visits VISITORS ACT awareness & visits LEADS CONVERT awareness & visits SALES ENGAGE awareness & visits % ACTIVE CUSTOMERS BOUNCE RATE % CONVERSION TO LEAD % CONVERSION TO SALE % CUSTOMER CONVERSION REVENUE PER VISIT LEAD VALUE PER VISIT SALES VALUE LIFETIME VALUE CPC: COST PER CLICK CPL: COST PER LEAD CPS/CPA: COST PER SALE VOLUME QUALITY VALUE COST
  • 30. Metrics Checklist Good Metrics Measure usage of a product by a person. The usage should be specific Great Metrics Makes you look at all other metrics and think “none of those other numbers matter if we don’t get this right first” Total # of Registered Users # of new Users Per Week # of Users Who Login 3+ times/month GoodUnhelpful Great
  • 33. Tool Selection Checklist 1. Who’s going to be using it? No tools are smart enough to give you out-of-the-box actionable and valuable insights. You still need a human to do the work! 2. DIY Analytics VS Outsourcing Outsourcing digital analytics to vendors could mean including tools + someone to make use of them for you. 3. Try Before You Buy Most digital analytics tools have alternative ones. Try the free trial/version. Sometimes the free version gives you everything you need.
  • 35. “20%of organizations do not have marketing analytics, which means they have zero insight into online behavior.” The 2014 Marketing Score Report Look at how 318 marketers, executives, and entrepreneurs rate their organisations
  • 36. “It’s the People” • Our Goal: Highest value from digital analytics implementation • Cost of analytics tool & vendor professional services: $10 • Required investment in "intelligent resources/ analysts": $90 • Bottom-line for Magnificent Success: It’s the people -Avinash Kaushik, Digital Marketing Evangelist - Google
  • 37. It’s the People (who do most of the work)
  • 39. Data from Past Campaigns and/or from Web Analytics Segmentations Personalisation Design & Development IT & Infrastructure Marketing & Communication
  • 40. We study the data of our previous LINE sticker launch to estimate traffic to our website to prepare in terms of IT infrastructure
  • 44. Always Track Traffic to Your Site campaign ichild_2015 source line source facebook_ads medium post medium rich_menu Build your link at https://support.google.com/analytics/answer/1033867?hl=en medium xxx http://www.yoursite.com? utm_campaign=ichild_2015& utm_source=line& utm_medium=rich_menu
  • 45. Use Your Links in Other Media http://www.yoursite.com? utm_campaign=ichild_2015& utm_source=billboard& utm_medium=qrcode Add tracking parameters http://bit.ly/12rvnion3f9823 Shorten the full URLs Use in SMS Create QR codes
  • 49. Data from Analytics Tell Us We Need to Find Out WHAT is/was happening? WHY it is/was happening?
  • 52. Always Aim to Learn More About Your Users #9
  • 53. 3 Ideas to Learn More About Your Users 1. Learn from Paid Search Queries If you run paid search campaigns, data can tell you so much about users’ intents. 2. Learn from A/B Testing Running A/B or multivariate tests have never been so easy. Plus there are many affordable or free tools out there. 3. Always Segment Your Data Chances are you also have several groups of users to work on. And most of them have different behaviours. Segment them and learn about each segment.
  • 58. A/B Tests = Optimisation + User Insights Image: VWO
  • 60. Digital Analytics = Ongoing Process Business Objectives RUN CAMPAIGNS Measure & monitor performance LEARN Analyse results, learn from the campaigns TESTING Keep testing to optimise outcomes PLAN Define goals, KPIs, segments
  • 61. Thank You Pithan Rojanawong November 25, 2015
  • 62. Resources • https://analyticsacademy.withgoogle.com/course01/assets/pdf/ DigitalAnalyticsFundamentals-Lesson2.1TheimportanceofdigitalanalyticsText.pdf • http://www.slideshare.net/TopRankin/3-months-to-success-a-digital-analytics-plan- emetrics • http://www.kaushik.net/avinash/the-10-90-rule-for-magnificient-web-analytics- success/ • http://www.slideshare.net/Smart-Insights/10-steps-to-actionable-analytics-for-digital- marketing • http://www.slideshare.net/widen/analytics-presentation-39727380 • http://www.analytics-tools.com/ • http://www.slideshare.net/adelphidigital/16-digital-trends-to-shape-2016 • http://www.slideshare.net/ericbryn/digital-marketing-analytics-lecture-1-43616208 Pithan Rojanawong November 25, 2015