Embracing a Data-Driven Culture

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Embracing a Data-Driven Culture Feras Alhlou, @ferasa Principal Consultant & Co-founder E-Nor, Inc.

Transcript of Embracing a Data-Driven Culture

Embracing a Data-Driven Culture

Feras Alhlou, @ferasaPrincipal Consultant & Co-founder

E-Nor, Inc.

Agenda

• More Data Than Ever

• Bridging the “Data to $$$” Gap

• The Seven Roadblocks

• Husband • Father (3 Children)• Principal Consultant/Co-founder: Santa Clara/LA/NY/Tampa/Brussels• Volunteering, Reading, Skiing & Martial Arts

Source: SAS Big Data Meets Big Analytics Whitepaper

Data-Driven Decision Culture

“To help companies move from just having lots and lots of data to creating cultures where decisions are made not on

gut-feel, or the proverbial seat of the pants, but rather based on data.” Avinash

Bridging the “Data to $$$” Gap

$$$

Action

Insights

Reports

Data

Digital Optimization – What Does It Take?

People

Process

Technology

Digital Optimization Pillars

Source: WebTrends Digital Marketing Maturity Model (DM3)

Data-Driven Culture Roadblocks… …that keep a company from creating a fluid corporate culture that embraces experimentation and optimizes sales strategy, internal

communication, marketing and more!

Roadblock #1: Lack of Requirements and Objectives

“Without a clearly defined set of business objectives, it will be nearly impossible to create and manage an analytical business culture” DAA Certification Guide

Path to Success – Tip #1: Define Requirements and Prioritize Objectives

Roadblock #2: No (or Minimal) Resources & Expertise

• 0.5 analytics staff-person,100’s of internal customers

• 1.5 analytics staff-person, 1.7 Billion company

• Lip service from the execs

• Not ready to invest

Path to Success – Tip #2: Commit Resources & Expertise

• Digital Analysts: Hire & Nurture – Business Savvy & Inquisitive – Comfortable with Data– Customer Service– Trainer and Presenter– Build Alliances – Solution Architect/Technical

• Time to review recommendations and act on findings

It Takes Time, But It Pays Off!

Roadblock #3: Working in Silos• Marketing

• IT

• Product Mgt

• Creative/UX

• Support

• Business

• Sales

Path to Success – Tip #3:Cross-Functional Support is a Must

• Incorporate web analytics elements into business processes

• Socialize the value

• Win-Win-Win

Help Me Help You!!Data Speaks Louder Than Opinions

Then Monetize!!

Roadblock #4 - Standard Training• One size fits none

Path to Success – Tip #4: Level & Role-based Knowledge Transfer

• DAA: Web analysts must PICK the plan:– Pinpoint the goal– Identify the audience– Choose appropriate metrics– Kick off the final product

• Periodic role-based training

• Standards and Common Nomenclature

Roadblock #5: Lack of Communication• Canned reports are emailed

• Not speaking the executive talk

• Success is not celebrated

Path to Success – Tip #5:Effective Communication

• Up and Down

• A lot

• Storytelling

• Internal Case Studies– Low Hanging Fruit

Roadblock #6: Reporting & Data Pukes• No Context• One size fits all• “Set & Forget”

Path to Success – Tip #6:Reporting Roadmap

• Outcomes

• One size fits none! – Content– Format– Frequency

• Disseminate based on role, level, preference of stakeholders

Web Data Challenge

Unqualified Leads: 86%!!

Reporting Roadmap

Reporting

FrameworkWeb

Analytics

Search

Social

Mobile Offline

CRM

Qualitative

Cost Data

Roadblock & Path to Success #7:Accountability

• Accountability ---> Fear – Deal with it before sending reports

Data-Driven Decision Culture

Data-Driven Culture

Objectives

Resources

Cross-Functional

Knowledge TransferCommunication

Reporting Framework

Accountability

Move The Needle

Move The Needle

What is the first thing to do after watching your class?

Ask you Manager/VP/CEO: what is the most important metric to the business?

Report on it, trend it, be obsessed with it

Move The Needle

1. Document your data/measurement plan

2. Know your internal audience and stakeholders

3. Go after small wins first

4. Report on what matters

5. Communicate frequently & always tell a story

Key Takeaways

 www.onlinemarketinginstitute.org

@ferasa

Thank You