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The
Intelligence
of Digital
Industry
Key thoughts on intelligence usage over last decade
2005 - 2015
Thinker: Andre Zeferino
Founder & Principal Analyst, Work Value Intelligence
Simply explained…
What we have
observed over the
last 10 years of
intelligence in the
digital industry?...
From the typical “page
views” to advanced
“emotions behaviour”
metrics…
2000 2005 2010 2015 2020
Server
Logfile
Analysis
Web
Analytics
Digital
Analytics
Digital
Ecosystem
Intelligence
•Website
popularity
•Measure the
impact of
Marketing Com.
on Website
(Site Centric)
• One Screen &
“Mouse Clicks”
•Social Media
popularity
•Measure the
impact of
Marketing Com.
on Digital Media
Channels
•Second Screen &
“Touch Points”
•Mobile (App)
popularity
•Measure the
impact of
Marketing Com.
on Customer
Journey
• Any Screen &
“Touch Points”
The media tech evolution influenced
the user content consumption…
•Disruptive
Media Content
•Innovative
Displays &
Devices
•Enhanced User
Experience
•Humanytics
(Neuro Media
Metrics)
(Predictions)
2000 2005 2010 2015 2020
Server
Logfile
Analysis
Web
Analytics
Digital
Analytics
Digital
Ecosystem
Intelligence
•Website
popularity
•Measure the
impact of
Marketing Com.
on Website
(Site Centric)
• One Screen &
“Mouse Clicks”
•Social Media
popularity
•Measure the
impact of
Marketing Com.
on Digital Media
Channels
•Second Screen &
“Touch Points”
•Mobile (App)
popularity
•Measure the
impact of
Marketing Com.
on Customer
Journey
• Any Screen &
“Touch Points”
With a sustainable evolution in the
kind of data that matters…
•Disruptive
Media Content
•Innovative
Displays &
Devices
•Enhanced User
Experience
•Humanytics
(Neuro Media
Metrics)
(Predictions)
Analytics
by
VOLUME
Analytics
by
CONVERSION
Analytics
by
BEHAVIOUR
Increased Level of Complexity: Concepts, Algorithms and Metrics
… with many lessons not learned yet
by most of brands…
… thanks to "interesting" behavioral
patterns of some audiences…
The level of media technology
innovation wasn’t enough to
inspire the growth of analytical
culture inside organizations…
Intelligence is a knowledge
creation process to help brands
surpass their 2 major hurdles in
digital economy:
• Make data actionable
• Take decisions accurately
The digital environment runs
faster than the learning process
inside brand departments…it’s
time to speed up!
The learning process runs with 3 core
elements…
Optimal integration is the challenge…
Tools + Data + Brains
•Tech and tools
available
•Broad sources
available
•Mind skills
available
• Analytics
• Advertising
• Content
• Visualization
• Other
• Creative
• Scientific
• Other
• Artistic
• Analytic
• Other
Skipping one element will change the
challenge…
Tools + Data + Brains
… to a harder level: Good luck!
Tools + Data + Brains
Tools + Data + Brains
Lack of skills and proven expertise
using Tools + Data + Brains with
effective and actionable results is
not a myth…
Source: Alteryx research report with RetailWire Think Group - February / March 2014
Many surveys tells the same story all
the time…
Rolling out campaigns without a
proven measurement plan is a myth…
Having the same ad formats along
years has been boring…
Isn’t time for some refresh?...
And mobile ads will be boring over the
next years, probably…
How about some compelling ideas?...
Which “targeting” is missing its own
purpose?…
• Behavioral Targeting;
• Contextual Targeting;
• Retargeting;
• “Whatever” Targeting…
What lessons should be learned from
the most engaged* digital element?...
*major level of CTR ever!
Having audiences skipping ads all
the time – what kind of disruptive
and creative challenge can be more
excited in the near future?...
Digital Economy is too much
dependant of Attention Economy*…
*Herbert Simon, Nobel Laureate in Economics, 1978
Brands don’t know how to deal with
this new commodity…
Attention is the main driver of the
whole brand investments…
… because Customer Memory is the main purpose
of brand existence…
Display
Advertisement
Video
Promotion
Outdoor
Events
Cool! What
an amazing
experience!
I’m feeling so
greateful...
What Tools + Data + Brains have
been invested in the industry?...
What tools?...
Tools are just a part of the equation
… and don’t tell
you all the story…
Most of the tools launched for
digital industry have preached
they help brands to find the holy
grail…
The global industry ecosystem
has been a fast process of
learning. There is no time to test
intensively “The Top XX tools
ever…” and making serious
advocacy…
Try all the tools and
builds a fair enough
“The best Top Ten…”
Tools don’t decide for you...
… and optimization is time consuming
Many industry training programs fails
on deliver the adequate expertise…
Most put too much effort on tools without a rational
integration with business purposes...
It’s not relevant the “platforms & tools”
you are using: They are not the core…
…but what measurable value you can create from it
to your business: The gold mine!
It doesn’t matter if you are
a “guru” in a wide range of
tools if you don't have the
ability to inspire the
knowledge creation along
the business strategy…
What data?...
Making sense of data
What data?...
Understand the critical signs is the key…
Complexity is the challenge…
It’s easy to confuse methodologies
and loose the sense of rationality…
The so-called “Customer Journey”
doesn’t have one way ticket…
…and the “Journey” may not be so
easy like a fairy tale…
But data can be a boring task…
Most of the recent generation of
marketers came from creative
areas, like design, branding,
public relations and
communication…
Maybe because “data & numbers”
and “do the math” are not sexy
enough in the mainstream
business…
But even the sexy stuff has been
measured anyway…
Actually, it has been growing 2.27
inches since 2007...
Just check…
For any Device & Content brand
strategy the size matters than ever…
Source: http://services.google.com/fh/files/misc/multiscreenworld_final.pdf
For the giant tech Apple the inches are
a critical KPI in their business…
A hottest trend in the digital industry
(Mobile Usage*) are evaluated also by
inches…
*media audience and largest device manufacturers
What is measured?...
Performance (Conversion and ROI)
 Ad & Media exposure;
 Device usage;
 Content (engagement); My Business
 User behaviour & patterns;
 Impact on Results (KPIs)
What is learned?...
Knowledge Creation
 To achieve maturity;
 To build vision;
 To be accionable; To inspire
 To take decisions
 To make value
Get the right
juice from the
numbers…
… but only the
average view
duration can
measure the recall
of the strategic
message…
The volume of views always impress
the world…
“Impressions” has been a proven
washed-up concept for years…
http://adage.com/article/datadriven-marketing/kraft-rejects-75-85-impressions-due-quality-issues/295635/
The “milliseconds fight” RTB ad
Impression is a dynamic system…
… but how accurate is the data profile it
gets from user to serve the right content?
• User IP Address
• Browser language
• Demographics
• Other
Request to serve an ad
Data related with quality of the impression
Data Management
Platform
(DMP)
The accuracy of CTR remains a
challenge…
Who’s behind the click?...
http://tv.adobe.com/watch/whats-your-marketing-doing/click-baby-click/
Viewable* metrics doesn’t solve the
lack of disruptive content ads…
http://www.slideshare.net/IABRomania/viewability-the-next
Compelling content is the
challenge…
*Viewable or Viewability metrics measures the opportunities to see (OTS) ads
There is no such things like “the top
5, 7, 10 or XX metrics…”
Again, like tools, try all the metrics…
... and builds a fair Top XX
The large debate about “ROI
in social media*” has been a
valuable indicator to show
the “status quo” of the market
overall mindset…
*Applies? Not apply? Makes sense? Doesn’t make sense? Etc…
ROI* is what it never ceased to be,
anytime, anywhere: Financial Metric
*R.O.I. - Return on Investment
Digital economy is a business – If the smile of your “friend” costs
1 cent, you should consider be paid for it – Creativeness &
Brand Sentiment is not free… unless, someone is paying for you
ROI uses economic data to clear up what should
be comparable in digital business investments
The “mirror, mirror on the wall” practice is a
proven waste of money…
... and a lack of fundamental skills
Digital Industry must work with clear
fundamentals of intelligence…
The KPI & Metrics definition is a “popular”
trap for most of Brands…
What makes a good metric being
actionable?...
• Connects with your own business;
• Make sense of your data;
• Provides a real context;
• Guides the decision process;
• Ready to take action
... it changes your Analytics Attitude
An Analytics Attitude is not only an
intelligence issue...
... It should be a source of Inspiration
• Thinking
• Understanding;
• Testing;
• Observing;
• Experimenting;
• Learning
• Overview
• Context
• Business Goals
The best metrics expertise ever…
The level of confidence with
Digital Industry data cannot be
seen as a lottery…
Brands should trust on data…
If you don’t trust, don’t make wrong
decisions…
If you don’t trust, ask again…
“Big Data” is not a myth
Just turn it on “Better Data”…
What brains?...
A special set of skills… just be a nightmare!
There is only talented people
There is no left or right skilled people...
They only need talented agencies
Brands don’t need left or right skilled
agencies...
• More intelligent tools;
• Friendly data integration;
• Granular & Segmentation analysis;
• More customization & Optimization;
• Design & Data Visualization;
• Creative & Art Research;
• Inspirational & Motivational Outcomes
* “data-inspired” creativity…
Traditional creative agencies are
becoming full intelligence agencies*...
Talented agencies know how
to get value from intelligence
to create knowledge and
inspire communities and
brands…
…to understand human metrics
Digital economy needs to have a
sustainable knowledge…
The elementary analytics data that
matters from Customer & Brands
relationship is not a secret…
What Customer
Want?
What Brands
Want?
1. Desire
2. Experiment
3. Reward
1. Attention
2. Interaction
3. Conversion
What Brands can
provide?
What Customer can
provide?
What Data Customers
can generate?
• Clicks
• Visits
• Downloads
• Other…
Operational
Data
Rational
Data
Sentimental
Data
Subconscious
Data
• Comments
• Reviews
• Payments
• Other…
• Positive
• Negative
• Neutral
• Memory
• Emotions
• Behavior
• Other…
The higher level of intelligence from
Customer Data is “King”…
… not only the “Content”…
Customer Data Integration Status by 2015
• Clicks
• Visits
• Downloads
• Other…
Operational
Data
Rational
Data
Sentimental
Data
Subconscious
Data
• Comments
• Reviews
• Payments
• Other…
• Positive
• Negative
• Neutral
• Memory
• Emotions
• Behavior
• Other…
The knowledge & integration of all
different data should be… “Queen”?
Check! On Running Try Again… One Day…
Brands (Brains) are not asking
the right questions for their
analytics purposes…
3 simple questions that
are above any analytics
tool…
1. Who they are?
2. What they do?
3. What value they bring?
Do I know this community?…
Customers, Visits, Followers, Fans…
How “fake” is my community?…
Customers, Visits, Followers, Fans…
Community / Customer Base?…
Measure correlation, affinity, whatever…
Do I know the influencers?…
Measure the value of the best advocates
Without community intelligence all
the basic analytics stuff is a waste of
time…
… and money
Use adequate analytics…
• Demographics
• Lifestyle
• Other
Descriptive
Analytics
Predictive
Analytics
Actionable
Analytics
1. Who they are?
• Check content
• Ask for features
• Request data
• Other
2. What they do?
3. What value they
bring?
• Will request demos
• Will request quotes
• Will purchase
• Other
• Estimated profit
• Brand advocacy
• Leads referral
• Other
• Competitive prices
• Best campaigns
• Quality & Innovation
• Other
• Personalization
• Customer care
• Reward initiatives
• Other
Descriptive significant
changes?
Medium/Long term
… using your money adequately
None of any digital channels
performs better with your business…
… until you understand (measure & learn)
the level of intelligence of each one
Attribution Models provides a fair way
to understand your digital channels…
Attribution can help brands with some
real “watch & learn” experience…
Attribution can help brands with some
real value experience from Media…
Owned Media Paid Media
Earned Media
It makes sense
to your brand
investment?
Journey
Attribution can help brands to
understand the Media Ecosystem…
Storytelling
Content
Experience
Emotion
Owned Media Paid Media
Earned Media
Cool!
“Traffic & Conversion” has been the
overall gossip for years…
... and analytics tools love it!
Attracting qualified leads is a “piece
of cake”…
…the point is: Which cake?
A proven track record about where
brands should invest securely their
marketing is mandatory…
Do you know the
value of any of
your Customer?...
What makes you
think they deserve
any cent you
spend (looking) for
them?...
Getting the right intelligence cycle is
critical…
Knowledge Creation
Analytics effort
Take Decisions!
Turn it Actionable!
Otherwise…
The biggest barrier for the growth
of the Analytical Culture inside
organizations is not the lack of
data…
… There are too much opinions
instead of proven facts
Industry runs faster: Catch the train on
move without proven skills can be
dangerous…
Why the hell I still
don’t know after all these
years?…
1838 - 1922
pt.linkedin.com/in/andrezeferino
twitter.com/workvalue
webanalytics.pt
Andre Zeferino
Founder and Principal Analyst
Work Value Intelligence

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The Intelligence of Digital Industry 2005 - 2015

  • 1. The Intelligence of Digital Industry Key thoughts on intelligence usage over last decade 2005 - 2015 Thinker: Andre Zeferino Founder & Principal Analyst, Work Value Intelligence
  • 3. What we have observed over the last 10 years of intelligence in the digital industry?...
  • 4. From the typical “page views” to advanced “emotions behaviour” metrics…
  • 5. 2000 2005 2010 2015 2020 Server Logfile Analysis Web Analytics Digital Analytics Digital Ecosystem Intelligence •Website popularity •Measure the impact of Marketing Com. on Website (Site Centric) • One Screen & “Mouse Clicks” •Social Media popularity •Measure the impact of Marketing Com. on Digital Media Channels •Second Screen & “Touch Points” •Mobile (App) popularity •Measure the impact of Marketing Com. on Customer Journey • Any Screen & “Touch Points” The media tech evolution influenced the user content consumption… •Disruptive Media Content •Innovative Displays & Devices •Enhanced User Experience •Humanytics (Neuro Media Metrics) (Predictions)
  • 6. 2000 2005 2010 2015 2020 Server Logfile Analysis Web Analytics Digital Analytics Digital Ecosystem Intelligence •Website popularity •Measure the impact of Marketing Com. on Website (Site Centric) • One Screen & “Mouse Clicks” •Social Media popularity •Measure the impact of Marketing Com. on Digital Media Channels •Second Screen & “Touch Points” •Mobile (App) popularity •Measure the impact of Marketing Com. on Customer Journey • Any Screen & “Touch Points” With a sustainable evolution in the kind of data that matters… •Disruptive Media Content •Innovative Displays & Devices •Enhanced User Experience •Humanytics (Neuro Media Metrics) (Predictions) Analytics by VOLUME Analytics by CONVERSION Analytics by BEHAVIOUR Increased Level of Complexity: Concepts, Algorithms and Metrics
  • 7. … with many lessons not learned yet by most of brands…
  • 8. … thanks to "interesting" behavioral patterns of some audiences…
  • 9. The level of media technology innovation wasn’t enough to inspire the growth of analytical culture inside organizations…
  • 10. Intelligence is a knowledge creation process to help brands surpass their 2 major hurdles in digital economy: • Make data actionable • Take decisions accurately
  • 11. The digital environment runs faster than the learning process inside brand departments…it’s time to speed up!
  • 12. The learning process runs with 3 core elements… Optimal integration is the challenge… Tools + Data + Brains •Tech and tools available •Broad sources available •Mind skills available • Analytics • Advertising • Content • Visualization • Other • Creative • Scientific • Other • Artistic • Analytic • Other
  • 13. Skipping one element will change the challenge… Tools + Data + Brains … to a harder level: Good luck! Tools + Data + Brains Tools + Data + Brains
  • 14. Lack of skills and proven expertise using Tools + Data + Brains with effective and actionable results is not a myth…
  • 15. Source: Alteryx research report with RetailWire Think Group - February / March 2014 Many surveys tells the same story all the time…
  • 16. Rolling out campaigns without a proven measurement plan is a myth…
  • 17. Having the same ad formats along years has been boring… Isn’t time for some refresh?...
  • 18. And mobile ads will be boring over the next years, probably… How about some compelling ideas?...
  • 19. Which “targeting” is missing its own purpose?… • Behavioral Targeting; • Contextual Targeting; • Retargeting; • “Whatever” Targeting…
  • 20. What lessons should be learned from the most engaged* digital element?... *major level of CTR ever!
  • 21. Having audiences skipping ads all the time – what kind of disruptive and creative challenge can be more excited in the near future?...
  • 22. Digital Economy is too much dependant of Attention Economy*… *Herbert Simon, Nobel Laureate in Economics, 1978 Brands don’t know how to deal with this new commodity…
  • 23. Attention is the main driver of the whole brand investments… … because Customer Memory is the main purpose of brand existence… Display Advertisement Video Promotion Outdoor Events Cool! What an amazing experience! I’m feeling so greateful...
  • 24. What Tools + Data + Brains have been invested in the industry?...
  • 25. What tools?... Tools are just a part of the equation … and don’t tell you all the story…
  • 26. Most of the tools launched for digital industry have preached they help brands to find the holy grail…
  • 27. The global industry ecosystem has been a fast process of learning. There is no time to test intensively “The Top XX tools ever…” and making serious advocacy…
  • 28. Try all the tools and builds a fair enough “The best Top Ten…”
  • 29. Tools don’t decide for you... … and optimization is time consuming
  • 30. Many industry training programs fails on deliver the adequate expertise… Most put too much effort on tools without a rational integration with business purposes...
  • 31. It’s not relevant the “platforms & tools” you are using: They are not the core… …but what measurable value you can create from it to your business: The gold mine!
  • 32. It doesn’t matter if you are a “guru” in a wide range of tools if you don't have the ability to inspire the knowledge creation along the business strategy…
  • 34. What data?... Understand the critical signs is the key…
  • 35. Complexity is the challenge…
  • 36. It’s easy to confuse methodologies and loose the sense of rationality…
  • 37. The so-called “Customer Journey” doesn’t have one way ticket…
  • 38. …and the “Journey” may not be so easy like a fairy tale…
  • 39. But data can be a boring task…
  • 40. Most of the recent generation of marketers came from creative areas, like design, branding, public relations and communication…
  • 41. Maybe because “data & numbers” and “do the math” are not sexy enough in the mainstream business…
  • 42. But even the sexy stuff has been measured anyway… Actually, it has been growing 2.27 inches since 2007...
  • 44. For any Device & Content brand strategy the size matters than ever… Source: http://services.google.com/fh/files/misc/multiscreenworld_final.pdf
  • 45. For the giant tech Apple the inches are a critical KPI in their business…
  • 46. A hottest trend in the digital industry (Mobile Usage*) are evaluated also by inches… *media audience and largest device manufacturers
  • 47. What is measured?... Performance (Conversion and ROI)  Ad & Media exposure;  Device usage;  Content (engagement); My Business  User behaviour & patterns;  Impact on Results (KPIs)
  • 48. What is learned?... Knowledge Creation  To achieve maturity;  To build vision;  To be accionable; To inspire  To take decisions  To make value
  • 49. Get the right juice from the numbers…
  • 50. … but only the average view duration can measure the recall of the strategic message… The volume of views always impress the world…
  • 51. “Impressions” has been a proven washed-up concept for years… http://adage.com/article/datadriven-marketing/kraft-rejects-75-85-impressions-due-quality-issues/295635/
  • 52. The “milliseconds fight” RTB ad Impression is a dynamic system… … but how accurate is the data profile it gets from user to serve the right content? • User IP Address • Browser language • Demographics • Other Request to serve an ad Data related with quality of the impression Data Management Platform (DMP)
  • 53. The accuracy of CTR remains a challenge… Who’s behind the click?... http://tv.adobe.com/watch/whats-your-marketing-doing/click-baby-click/
  • 54. Viewable* metrics doesn’t solve the lack of disruptive content ads… http://www.slideshare.net/IABRomania/viewability-the-next Compelling content is the challenge… *Viewable or Viewability metrics measures the opportunities to see (OTS) ads
  • 55. There is no such things like “the top 5, 7, 10 or XX metrics…”
  • 56. Again, like tools, try all the metrics… ... and builds a fair Top XX
  • 57. The large debate about “ROI in social media*” has been a valuable indicator to show the “status quo” of the market overall mindset… *Applies? Not apply? Makes sense? Doesn’t make sense? Etc…
  • 58. ROI* is what it never ceased to be, anytime, anywhere: Financial Metric *R.O.I. - Return on Investment Digital economy is a business – If the smile of your “friend” costs 1 cent, you should consider be paid for it – Creativeness & Brand Sentiment is not free… unless, someone is paying for you ROI uses economic data to clear up what should be comparable in digital business investments
  • 59. The “mirror, mirror on the wall” practice is a proven waste of money… ... and a lack of fundamental skills
  • 60. Digital Industry must work with clear fundamentals of intelligence… The KPI & Metrics definition is a “popular” trap for most of Brands…
  • 61. What makes a good metric being actionable?... • Connects with your own business; • Make sense of your data; • Provides a real context; • Guides the decision process; • Ready to take action ... it changes your Analytics Attitude
  • 62. An Analytics Attitude is not only an intelligence issue... ... It should be a source of Inspiration
  • 63. • Thinking • Understanding; • Testing; • Observing; • Experimenting; • Learning • Overview • Context • Business Goals The best metrics expertise ever…
  • 64. The level of confidence with Digital Industry data cannot be seen as a lottery…
  • 65. Brands should trust on data…
  • 66. If you don’t trust, don’t make wrong decisions…
  • 67. If you don’t trust, ask again…
  • 68. “Big Data” is not a myth Just turn it on “Better Data”…
  • 69. What brains?... A special set of skills… just be a nightmare!
  • 70. There is only talented people There is no left or right skilled people...
  • 71. They only need talented agencies Brands don’t need left or right skilled agencies...
  • 72. • More intelligent tools; • Friendly data integration; • Granular & Segmentation analysis; • More customization & Optimization; • Design & Data Visualization; • Creative & Art Research; • Inspirational & Motivational Outcomes * “data-inspired” creativity… Traditional creative agencies are becoming full intelligence agencies*...
  • 73. Talented agencies know how to get value from intelligence to create knowledge and inspire communities and brands…
  • 74. …to understand human metrics Digital economy needs to have a sustainable knowledge…
  • 75. The elementary analytics data that matters from Customer & Brands relationship is not a secret… What Customer Want? What Brands Want? 1. Desire 2. Experiment 3. Reward 1. Attention 2. Interaction 3. Conversion What Brands can provide? What Customer can provide?
  • 76. What Data Customers can generate? • Clicks • Visits • Downloads • Other… Operational Data Rational Data Sentimental Data Subconscious Data • Comments • Reviews • Payments • Other… • Positive • Negative • Neutral • Memory • Emotions • Behavior • Other… The higher level of intelligence from Customer Data is “King”… … not only the “Content”…
  • 77. Customer Data Integration Status by 2015 • Clicks • Visits • Downloads • Other… Operational Data Rational Data Sentimental Data Subconscious Data • Comments • Reviews • Payments • Other… • Positive • Negative • Neutral • Memory • Emotions • Behavior • Other… The knowledge & integration of all different data should be… “Queen”? Check! On Running Try Again… One Day…
  • 78. Brands (Brains) are not asking the right questions for their analytics purposes…
  • 79. 3 simple questions that are above any analytics tool… 1. Who they are? 2. What they do? 3. What value they bring?
  • 80. Do I know this community?… Customers, Visits, Followers, Fans…
  • 81. How “fake” is my community?… Customers, Visits, Followers, Fans…
  • 82. Community / Customer Base?… Measure correlation, affinity, whatever…
  • 83. Do I know the influencers?… Measure the value of the best advocates
  • 84. Without community intelligence all the basic analytics stuff is a waste of time… … and money
  • 85. Use adequate analytics… • Demographics • Lifestyle • Other Descriptive Analytics Predictive Analytics Actionable Analytics 1. Who they are? • Check content • Ask for features • Request data • Other 2. What they do? 3. What value they bring? • Will request demos • Will request quotes • Will purchase • Other • Estimated profit • Brand advocacy • Leads referral • Other • Competitive prices • Best campaigns • Quality & Innovation • Other • Personalization • Customer care • Reward initiatives • Other Descriptive significant changes? Medium/Long term … using your money adequately
  • 86. None of any digital channels performs better with your business… … until you understand (measure & learn) the level of intelligence of each one
  • 87. Attribution Models provides a fair way to understand your digital channels…
  • 88. Attribution can help brands with some real “watch & learn” experience…
  • 89. Attribution can help brands with some real value experience from Media… Owned Media Paid Media Earned Media It makes sense to your brand investment?
  • 90. Journey Attribution can help brands to understand the Media Ecosystem… Storytelling Content Experience Emotion Owned Media Paid Media Earned Media Cool!
  • 91. “Traffic & Conversion” has been the overall gossip for years… ... and analytics tools love it!
  • 92. Attracting qualified leads is a “piece of cake”… …the point is: Which cake?
  • 93. A proven track record about where brands should invest securely their marketing is mandatory… Do you know the value of any of your Customer?... What makes you think they deserve any cent you spend (looking) for them?...
  • 94. Getting the right intelligence cycle is critical… Knowledge Creation Analytics effort Take Decisions! Turn it Actionable!
  • 96. The biggest barrier for the growth of the Analytical Culture inside organizations is not the lack of data…
  • 97. … There are too much opinions instead of proven facts
  • 98. Industry runs faster: Catch the train on move without proven skills can be dangerous…
  • 99. Why the hell I still don’t know after all these years?… 1838 - 1922