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    Visualizing a Multi-Channel World
Bill Bruno                  Allan Wille
CEO, Stratigent LLC         President & CEO, Klipfolio Inc
@BillBruno                  @awille




                                                             Visualizing a Multi-Channel World
bill.bruno@stratigent.com   awille@klipfolio.com




                                                              2
Multi-Channel Analytics




3




    Visualizing a Multi-Channel World
The world we live in…

 There is no shortage of data
 Customers are interacting with you in a variety of
channels




                                                       Visualizing a Multi-Channel World
                                                        4
Rapidly Evolving

 New technologies every week seemingly
 Solving niche problems
 Results in more disparate sources
 Double-Edged Sword




                                          Visualizing a Multi-Channel World
                                           5
“Big Data”?

 Not an ideal representation of the task at hand
 There is definitely more data, but the purpose remains
the same
 Actionable, Manageable Data
 Right data, to the right people, at the right time




                                                           Visualizing a Multi-Channel World
                                                            6
Organizational Challenges

 Politics and Red Tape
 Old Processes, New Data
 Digital data is “not accurate”
 No clear “owner” as you traverse the organization
 Privacy




                                                      Visualizing a Multi-Channel World
                                                       7
8




    Visualizing a Multi-Channel World
9




    Visualizing a Multi-Channel World
Visualizing a Multi-Channel World
10
Governance Ideals




     Visualizing a Multi-Channel World
11
Automation is Critical to Success

 Anything that can be automated, should be automated
 Frees up time for analysis and optimization
    These are the tactics that drive ROI
 Must understand what people care about/need
 Build representative views for individuals/groups
 Accuracy/Data Validation




                                                        Visualizing a Multi-Channel World
                                                        12
Useful metrics trump actionable ones




                                                     The most actionable
High
                                    Most             metrics are not always
                      Useful        Useful           the most insightful.
       INSIGHTFUL




                        X
                                                     Some metrics inform
                                    Useful           your tactics, while




                                                                              Visualizing a Multi-Channel World
                                                     others inform your
Low                          ACTIONABLE
                                                     strategies.
                    Long-term           Short-term



                                                                              13
There are multiple types of metrics




TYPE OF METRIC                                EXAMPLE                         USED TO ANSWER THE QUESTION

Outcome/business driver                       Leads, Unique visitors          How well am I doing?

Diagnostic                                    Conversion rate                 How can I do better?

Smoke alarm                                   Zero yield searches             What am I doing poorly?

Predictor/Leading indicator                   Intent to Purchase, Intent to   Will I do better?
                                              Use Site as Primary Resource




                                                                                                            Visualizing a Multi-Channel World
Latent                                        Correlations, VOC,              Where is the opportunity?
                                              competitive data, etc
*Obviously, this is not an exhaustive list.




                                                                                                            14
What kind of data is appropriate for dashboards?

   Good                               Bad
  • Key metrics that are          •   Rankings that don’t change
    directly tied to an               frequently (eg top pages)
    objective, specifically key
    metrics that are business     •   Rankings in which the top 10
    outcomes or high impact           or so aren’t sufficient to
    diagnostics                       analyze (eg top 10 organic
                                      referring keywords)
  • Key metrics that have




                                                                      Visualizing a Multi-Channel World
    context (eg comparison to     •   Data that is too detailed (eg
    target, historical                paid search performance by
    performance, meaningful           keyword or campaign
    segmentation, etc)                performance by creative)

                                                                      15
Top Visualizations and When to Use Them




                                          Visualizing a Multi-Channel World
                                          16
Top Visualizations and When to Use Them




                                          Visualizing a Multi-Channel World
                                          17
Data Visualization




     Visualizing a Multi-Channel World
18
Why visualize your data?

 Simplify consumption of complex information
 Assist in prioritization
 Engage your audience




                                                Visualizing a Multi-Channel World
                                                19
What makes an “effective” data visualization?

 Simplify complex data sets into manageable sound bites
 Each visualization should answer a key question:
    How is my social media performance this month?
 Context makes it possible to rapidly consume data




                                                           Visualizing a Multi-Channel World
                                                           20
The right tool for the job




     Visualizing a Multi-Channel World
21
Ok, so how does this work in practice?
Consolidating data in the fragmented landscape…




                                                  Visualizing a Multi-Channel World
                                                  22
The reality of multi-channel data


 Start with a clear sense of individual metrics
 Social > Web > Sales
 Look for correlations in data
 Context!




                                                   Visualizing a Multi-Channel World
                                                   23
Summarize data in a meaningful way

 Ask yourself: How do all the pieces fit together?
 The “One visualization to rule them all” approach




                                                      Visualizing a Multi-Channel World
                                                      24
Questions?




Bill Bruno                         Allan Wille
                                   President & CEO, Klipfolio Inc
CEO, Stratigent LLC




                                                                    Visualizing a Multi-Channel World
                                   @awille
@BillBruno




                                                                    25

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Klipfolio stratigent webinar

  • 1. 1 Visualizing a Multi-Channel World
  • 2. Bill Bruno Allan Wille CEO, Stratigent LLC President & CEO, Klipfolio Inc @BillBruno @awille Visualizing a Multi-Channel World bill.bruno@stratigent.com awille@klipfolio.com 2
  • 3. Multi-Channel Analytics 3 Visualizing a Multi-Channel World
  • 4. The world we live in…  There is no shortage of data  Customers are interacting with you in a variety of channels Visualizing a Multi-Channel World 4
  • 5. Rapidly Evolving  New technologies every week seemingly  Solving niche problems  Results in more disparate sources  Double-Edged Sword Visualizing a Multi-Channel World 5
  • 6. “Big Data”?  Not an ideal representation of the task at hand  There is definitely more data, but the purpose remains the same  Actionable, Manageable Data  Right data, to the right people, at the right time Visualizing a Multi-Channel World 6
  • 7. Organizational Challenges  Politics and Red Tape  Old Processes, New Data  Digital data is “not accurate”  No clear “owner” as you traverse the organization  Privacy Visualizing a Multi-Channel World 7
  • 8. 8 Visualizing a Multi-Channel World
  • 9. 9 Visualizing a Multi-Channel World
  • 11. Governance Ideals Visualizing a Multi-Channel World 11
  • 12. Automation is Critical to Success  Anything that can be automated, should be automated  Frees up time for analysis and optimization  These are the tactics that drive ROI  Must understand what people care about/need  Build representative views for individuals/groups  Accuracy/Data Validation Visualizing a Multi-Channel World 12
  • 13. Useful metrics trump actionable ones The most actionable High Most metrics are not always Useful Useful the most insightful. INSIGHTFUL X Some metrics inform Useful your tactics, while Visualizing a Multi-Channel World others inform your Low ACTIONABLE strategies. Long-term Short-term 13
  • 14. There are multiple types of metrics TYPE OF METRIC EXAMPLE USED TO ANSWER THE QUESTION Outcome/business driver Leads, Unique visitors How well am I doing? Diagnostic Conversion rate How can I do better? Smoke alarm Zero yield searches What am I doing poorly? Predictor/Leading indicator Intent to Purchase, Intent to Will I do better? Use Site as Primary Resource Visualizing a Multi-Channel World Latent Correlations, VOC, Where is the opportunity? competitive data, etc *Obviously, this is not an exhaustive list. 14
  • 15. What kind of data is appropriate for dashboards? Good Bad • Key metrics that are • Rankings that don’t change directly tied to an frequently (eg top pages) objective, specifically key metrics that are business • Rankings in which the top 10 outcomes or high impact or so aren’t sufficient to diagnostics analyze (eg top 10 organic referring keywords) • Key metrics that have Visualizing a Multi-Channel World context (eg comparison to • Data that is too detailed (eg target, historical paid search performance by performance, meaningful keyword or campaign segmentation, etc) performance by creative) 15
  • 16. Top Visualizations and When to Use Them Visualizing a Multi-Channel World 16
  • 17. Top Visualizations and When to Use Them Visualizing a Multi-Channel World 17
  • 18. Data Visualization Visualizing a Multi-Channel World 18
  • 19. Why visualize your data?  Simplify consumption of complex information  Assist in prioritization  Engage your audience Visualizing a Multi-Channel World 19
  • 20. What makes an “effective” data visualization?  Simplify complex data sets into manageable sound bites  Each visualization should answer a key question:  How is my social media performance this month?  Context makes it possible to rapidly consume data Visualizing a Multi-Channel World 20
  • 21. The right tool for the job Visualizing a Multi-Channel World 21
  • 22. Ok, so how does this work in practice? Consolidating data in the fragmented landscape… Visualizing a Multi-Channel World 22
  • 23. The reality of multi-channel data  Start with a clear sense of individual metrics  Social > Web > Sales  Look for correlations in data  Context! Visualizing a Multi-Channel World 23
  • 24. Summarize data in a meaningful way  Ask yourself: How do all the pieces fit together?  The “One visualization to rule them all” approach Visualizing a Multi-Channel World 24
  • 25. Questions? Bill Bruno Allan Wille President & CEO, Klipfolio Inc CEO, Stratigent LLC Visualizing a Multi-Channel World @awille @BillBruno 25