Stratigent and Klipfolio have been partnered for years and are taking this opportunity to educate the industry via a joint webinar focused on helping organizations to maximize the value of their data silos to bring the best in class visualizations to life in an automated way.
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
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4. The world we live in…
There is no shortage of data
Customers are interacting with you in a variety of
channels
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5. Rapidly Evolving
New technologies every week seemingly
Solving niche problems
Results in more disparate sources
Double-Edged Sword
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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
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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
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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
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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
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others inform your
Low ACTIONABLE
strategies.
Long-term Short-term
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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
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Latent Correlations, VOC, Where is the opportunity?
competitive data, etc
*Obviously, this is not an exhaustive list.
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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)
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19. Why visualize your data?
Simplify consumption of complex information
Assist in prioritization
Engage your audience
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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
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21. The right tool for the job
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22. Ok, so how does this work in practice?
Consolidating data in the fragmented landscape…
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23. The reality of multi-channel data
Start with a clear sense of individual metrics
Social > Web > Sales
Look for correlations in data
Context!
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24. Summarize data in a meaningful way
Ask yourself: How do all the pieces fit together?
The “One visualization to rule them all” approach
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25. Questions?
Bill Bruno Allan Wille
President & CEO, Klipfolio Inc
CEO, Stratigent LLC
Visualizing a Multi-Channel World
@awille
@BillBruno
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