THE ANALYTICS OF BUSINESS DECISIONSUsing data to build a smarter brand

David YardeSevenality

HERE’S THE SECRET ABOUT ANALYTICS: ALL THOSE NUMBERS AND LINES SERVE A PURPOSE. THEY TELL A STORY . THEY GIVE YOU INSTRUCTIONS.

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THEY TELL YOU HOW TO BUILD A BETTER BRAND.

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BUILDING A BRAND ISN’T A GUESSING GAME.

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YOU SHOULDN’T HAVE TO WONDER: IS THIS BRAND STRATEGY WORKING? YOU SHOULD KNOW. AND YOU SHOULD KNOW BECAUSE OF THE DATA.

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HOW DO I UNDERSTAND ALL THESE LINES AND NUMBERS?

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3 IMPORTANT METRICS TO CONSIDER WHEN MAKING DECISIONS

• Key #1: Average engaged t ime with the brand

• Key #2: Referrals

• Key #3: Interests

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AVERAGE ENGAGED TIME WITH THE BRAND

KEEP IN MIND

Here is the big idea behind the Average Time on

Page metric . Knowing how long users spend on

a given page tel ls you how interested they are

in the page.

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AVERAGE ENGAGED TIME WITH THE BRAND

KEEP IN MIND

Remember, these numbers are just an average .

A reader who spends 30 minutes on your

website wil l be balanced out by the reader who

spends only three seconds on the page.

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AVERAGE ENGAGED TIME WITH THE BRAND

HOMEWORK

Find the pieces of content that have the longest

average t ime on page, determine what’s

dif ferent about those pieces of content, and use

these principles when you create new content.

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REFERRALS

KEEP IN MIND

One of the best ways to tel l whether your brand

is resonating with people is to see what other

authors are saying about the brand from their

platforms.

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REFERRALS

WHAT DO YOU DO WITH THAT INFORMATION?

• Create more content l ike the pieces of content that

have the most referrals .

• Spend more t ime bui lding relat ionships with

inf luencers in these areas.

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Credit : Niel Patel Tweet! @dsmy/@sevenal i ty

INTERESTS

KEEP IN MIND

I f you want to connect effectively with your

brand’s audience, you have to communicate

with them on their level . That’s why it ’s a great

idea to f ind out what their interests are.

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INTERESTS

HOW DOES ANY OF THAT HELP YOU?

I t gives you the abi l i ty to tai lor-f it your content

strategy, off l ine events/experiences and future

product releases to your brand’s audience

interests while s imultaneously boosting your

brand awareness.

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MARKETING IS ALL ABOUT CONNECTING YOUR AUDIENCE WITH A SOLUTION TO THEIR PROBLEMS OR NEEDS.

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HOW CAN I LEVERAGE ANALYTICS TO CREATE NEW PRODUCTS?

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“WE SEE OUR CUSTOMERS AS INVITED GUESTS TO A PARTY, AND WE ARE THE HOSTS. IT ’S OUR JOB EVERY DAY TO MAKE EVERY IMPORTANT ASPECT OF THE CUSTOMER EXPERIENCE A LITTLE BIT BETTER.” - JEFF BEZOS, AMAZON

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HOW CAN I LEVERAGE ANALYTICS TO CREATE NEW PRODUCTS?

• Sales: Discover and expand new customer

audience segments

• New age or interest groups.

• Locations and communit ies that your product /

service solves a problem.

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HOW CAN I LEVERAGE ANALYTICS TO CREATE NEW PRODUCTS?

• Marketing: Identify high-priority audiences and

effectively match products to consumers

• Update message & tone on marketing materials/

landing pages.

• Allocate proper resources to the channels that

br ing in a return.

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HOW CAN I LEVERAGE ANALYTICS TO CREATE NEW PRODUCTS?

• Supply Chain: Identify weaknesses and

opportunit ies in your how your product or service

travels to market.

• Is there an area trust is being lost in the process

when the customer is interacting with your brand?

• Do you have the r ight process or vendors in place?

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“TO EARN THE RESPECT (AND EVENTUALLY LOVE) OF YOUR CUSTOMERS, YOU FIRST HAVE TO RESPECT THOSE CUSTOMERS. THAT IS WHY GOLDEN RULE BEHAVIOR IS EMBRACED BY MOST OF THE WINNING COMPANIES.” – COLLEEN BARRETT, PRESIDENT EMERITUS, SOUTHWEST AIRLINES

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T H A N K S ! Q U E ST I O N S ?David Yarde Partner and Creative Director at Sevenality

Organizer for UX Orlando

Also known as Batman

Twitter: @dsmy

E-mail : david@sevenality.com

Slideshare: www.sevenality.com/blog