1

ARE YOU DROWNING

IN DATA?

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YOUR SPEAKER IS…

2

Graham Cooke

QuBit founder and CEO

@thegrahamcooke

@qubitproducts

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4

WEBSITES ARE NOW MORE POWERFUL THAN EVER!

If you build it they will come

Website’s 15 years ago...

2002 2012

1995!

2002 2012

HOORAY FOR CUSTOMER LOYALTY

PROGRAMMES!!

WE DON’T KNOW A LOT ABOUT OUR

CUSTOMERS

BROWSERS BUYERS

3% 97%

WE DON’T KNOW:

Items browsed

Filter preferences

Prices of items

Items put in basket

Pages visited

Purchase intent

Time on site

Reason for leaving

Level of engagement

Number of site visits

WE KNOW:

Products bought

Shop Attendant

Price tag

Name

Address

Age

Contact details

Time / Date

SIMPLY PUT, WE DON’T KNOW OUR CUSTOMERS WELL ENOUGH!

COMMON CHALLENGES WITH CUSTOMER DATA ONLINE

IT’S VAST….. IT’S DISPERATE…..

IT’S NOT GRANULAR… IT’S UNSTRUCTURED… IT‘S CHALLENGING!

DATA VOLUMES

Source: Forrester 2011 and Mark Hund CEO HP

Data will grow over the

next five years

“more data will be created in the next

four years than in the history of the

planet”

DATA VOLUMES

3.6k secs uploaded

10k tweets

7k data pings

To put things in perspective: Every second (at peak)

Source: Forrester 2011

DATA SILOES

Source:QuBit

DATA SILOES

Avg. 30 Tags per website

Source: Krux Digital 2011

DATA GRANULARITY

MR AVERAGE

AVERAGES

ARE NOT

ALWAYS

REPRESENTATIVE

VISIT CONVERSION RATE =

2.5%

VISITOR CONVERSION RATE =

7.8%

DATA GRANULARITY

Source: QuBit Internal – Travel Focus 2011

DATA STRUCTURE

of all data is

unstructured

faster growth than

structured

70-80%

10-50X

Source: Computer World 2010

DATA STRUCTURE

Making unstructured data structured

Specific

Feedback Topics

Sentiment

Trending

Source: QuBit

THE BIG DATA CHALLENGE

Source: 1: Retail Bulletin, 2: McKinsey 2011

Shortage of data

scientists by the year

2019

of companies struggling

to gain valuable insights

from customer data

1 Tie your Data together

2 Know your online customer

3 Get something for nothing using free tools

4 If its working, promote it

5 Avoid subjective testing

1. TIE YOUR DATA TOGETHER

Being able to tie data silos together will give you a competitive advantage. Beware of

making decisions based on isolated or incomplete data

TR

AF

FIC

SO

UR

CE

WHERE IS THE PROBLEM AREA OF THE SITE?

TOP LEVEL IDENTIFICATION IS ONLY THE

FIRST STEP TO IMPROVING THE WEBSITE

PAGE TYPE

22% OF ALL FEEDBACK

RELATED TO PRICE

I would have liked the site to state whether or not

you can bring hand luggage on bored the plane for

free or not.

I don't like that prices are always for 2 people. There

are a lot of single people who want to go on holiday -

particularly this time of the year.

I want to come back later and find the same price but

am worried I won’t find the same deal

PAGE TYPE

TR

AF

FIC

SO

UR

CE

50% 15% 10%

3% 2% 5%

14%

1%

HYPOTHESIS

MOVING PRICE BASED CONTENT ABOVE THE

FOLD WILL RESULT IN A POSITIVE EXPERIENCE

FOR USERS WITH A PRICE FOCUS

SEARCH OFFER SEARCH

PRICE OFFER EMAIL

PRICE OFFERS

OTHER

WHERE IS THE PROBLEM AREA OF THE SITE?

WHAT FEEDBACK DID THEY LEAVE?

WHAT IS THE SPECIFIC ISSUE?

TOP LEVEL IDENTIFICATION IS ONLY THE

FIRST STEP TO IMPROVING THE WEBSITE

2. KNOW YOUR ONLINE CUSTOMER

Listening to your customers is critical when building a digital strategy. Using customer

data such as Web Analytics and Customer Feedback can be a valuable source of

insight but customer segmentation is required to uncover the biggest opportunities

Slide that depicts the customer and data

22%

TOP

1. PRICE

2. SITE FUNCTIONALITY

3. ON SITE SEARCH

4. PRODUCT DESCRIPTION

5. ADDITIONAL CHARGES

6. NAVIGATION

7. DISCOUNT/SALE

8. ERRORS/BUGS

9. LATENCY

10. AVAILABILITY

TOP 10 REASONS TRAVEL WEBSITES

DON’T CONVERT VISITORS

PURCHASERS CLOSE TO

PURCHASE

EARLY STAGE

WILL NEVER

PURCHASE

LOW

VALUE

MID

VALUE

HIGH

VALUE

SEGMENTATION BASED ON PROPENSITY AND

VALUE

3. GET SOMETHING FOR NOTHING WITH FREE

TOOLS There has been an explosion of technology solutions over the last 5 years and there are

some great FREE tools that you as a Marketer can add to your tool kit

4. IF ITS WORKING, PROMOTE IT

Businesses that view their marketing and website activity as a cost of sale are ultimately

going to win in an increasingly competitive space where traffic acquisition costs

continue to rise

USING MARKETING ATTRIBUTION TO SUPPORT

A COST OF SALE MODEL

5. AVOID SUBJECTIVE TESTING

Any changes that you make to your site should have a defined purpose. Asking why a

signal, variation or element is being changed should be the first step to any successful

optimisation process

THE HIT AND MASS WITH TESTING

Test 1

Te

st 2

THE HIPPO SYNDROME THE OPPORTUNTY COST THE BLIND TESTERS

DATA DRIVEN TESTING TO UNLOCK

INEFFICIENCIES AND VALUE

EASE OF IMPLEMENTATION

INC

RE

ME

NTA

L R

EV

EN

UE

OP

PO

RT

UN

ITY

45% uplift in revenue from effective prioritisation of opportunities

“Wow, great improvement. Didn’t really believe the results at first! Great work all round. Amazing what can

be done, when you have the right data to go by.”

(Sarah Strong, Head of Marketing)

BY SEGMENTING USERS YOU CAN

DELIVER A MORE PERSONALISED

SOLUTION

CASE STUDY

10% CONVERSION INCREASE FROM GENERIC

TRAFFIC

BUSINESSES THAT TURN THEIR DATA ON

COLLECT COMBINE IDENTIFY TEST ACTIVATE

0-1 mth 0-1 mth 1-2 mth 2-3 mth 3+ mth

ANY QUESTIONS?

Please email us for all research and case studies presented today.

graham@qubitproducts.com