DATA STRATEGY

OUR BusinessOBJECTIVES

“We Build

Experiences

“We Manage

UserBehaviour

“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 blueWhiteBlackSleevelessNeck bow

DATA:Light blueWhiteBlackSleevelessNeck bow

DATA on its own is

NOTHING

It’s not just about DATA

but what it MEANS

& h

ow it

REL

ATE

S

to the OU

TCO

ME

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 WHYQualitative

Quantitative

WHAT happens and WHEN

HOW it happens and WHYQualitative

It is not much use to knowWHAT is happening if youdon’t know WHY

It is not much use to knowWHAT is happening if youdon’t know WHY

You can’t know WHY thingsare happening if you don’tknow WHAT is happening

Quantitative

Top Down Analysis

What we want to measure KPIs / Key MetricsCollection of DataAnalyze MetricsBenchmarkImprove

Quantitative

Top Down Analysis

What we want to measure KPIs / Key MetricsCollection of DataAnalyze MetricsBenchmarkImprove

Quantitative

Top Down Analysis

Bottom Up AnalysisQualitative

Quantitative

Top Down Analysis

Bottom Up AnalysisQualitative

What we want to measure KPIs / Key MetricsCollection of DataAnalyze MetricsBenchmarkImprove

Prove HypothesisCollect Data

Devise ExperimentHow can we improve? Why is this happening?Analyze existing trends

What we want to measure KPIs / Key MetricsCollection of DataAnalyze MetricsBenchmarkImprove

Prove HypothesisCollect Data

Devise ExperimentHow can we improve? Why is this happening?Analyze existing trends

Quantitative

Top Down Analysis

Bottom Up AnalysisQualitative

What’s in the Middle?

What we want to measure KPIs / Key MetricsCollection of DataAnalyze MetricsBenchmarkImprove

Prove HypothesisCollect Data

Devise ExperimentHow can we improve? Why is this happening?Analyze existing trends

What we want to measure KPIs / Key MetricsCollection of DataAnalyze MetricsBenchmarkImprove

Prove HypothesisCollect Data

Devise ExperimentHow can we improve? Why is this happening?Analyze existing trends

What’s in the Middle?

DECISIONS

What we want to measure KPIs / Key MetricsCollection of DataAnalyze MetricsBenchmarkImprove

Prove HypothesisCollect Data

Devise ExperimentHow 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

ITWAS

SIMPLE

ITWAS

SIMPLE

What we want to measure KPIs / Key MetricsCollection of DataAnalyze MetricsBenchmarkImprove

Prove HypothesisCollect Data

Devise ExperimentHow can we improve? Why is this happening?Analyze existing trends

What’s in the Middle?

REPORTS

What we want to measure KPIs / Key MetricsCollection of DataAnalyze MetricsBenchmarkImprove

Prove HypothesisCollect Data

Devise ExperimentHow can we improve? Why is this happening?Analyze existing trends

What’s in the Middle?

APPROACH

DATA

SO

URC

E

Adapted from work of Christian Rohrer 2008

X Multivariate (live

A/B) testing

X Eye Tracking

X Usability

Lab Studies

X Customer

email FeedbackX Intercept

Surveys

X Data Analysis /

Mining

X Live UX

assessments

X Participatory

Design

X Focus GroupsX Card

sorting

X Desirability

studies

X social

Listening

solutions

X Message

board mining

X Email

Surveys

?

BI SolutionsDirecting Metrics to Strategy

SHIVAM

Parting NotesConnect with me asking ‘How do we…Bridge cultural gapsDesign and Manage integrated web teamsDevelop DATA reliance with reliable dataGenerate analytical awarenessImprove on tools, methodologies and standards

THANKS

Follow me @ShvmDhwn

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