Business Technical

Digital Analytics

1. “Digital Analytics” (singular-channel) will, over time, transition to become more “Analytics” (multi-channel)

Here’s the gist…

3. The need for “storytellers” will increase as the market matures

2. Reporting & business decision will be based on Actionable metrics, with less reliance on Vanity metrics

1. “Digital Analytics” (singular-channel) will, over time, transition to become more “Analytics” (multi-channel)

Digital Analytics PlatformCRM

Internal / BI Platforms

- Channels are being looked at (and analysed) individually (including Digital) - Largely fragmented due to customer journey

A “typical” business systems set-up

Customer Journey Example

Clicked on Adwords

Sent an eDM

Email Address

given

Email Address required

to register

Email Address

provided by accountant

Digital Analytics PlatformCRM BI

Platforms

A single customer view is nirvana!

This is much easier said than done!

- The first step is to integrate systems and employ a tool that will “crunch the numbers (NZ is “here”!)

- Analysis of the business in total means it will shift away from being “channel-specific” (i.e. current digital analytics) to a “multi-channel”

Digital Analytics will become increasingly “multi-channel” focussed

2. Reporting & business decision will be based on Actionable metrics, with less reliance on Vanity metrics

Actionable metricsThe metrics that matter to a business Examples include: Revenue and Leads

Vanity metrics

The metrics that can “make you feel good” but doesn’t necessarily mean you’re succeeding

Impressions Ad Position Rankings

Likes Shares

Followers Video Views

SEOPPC Social

Vanity metrics - shift to Actionable metrics

{Shift to Actionable metrics

such as Revenue, Leads, New Subscribers etc.

Mobile Iphone 6 Plus

Desktop // Laptop Resolution: 1280 x 800

SEO results decreasing in prominence

Example: SEO listing prominence are “diminishing”

In November 2016, Facebook admitted tracking errors

- Duration of video watched off by as much as 80% Other overstated metrics include:

Organic reach, App referrals, Instant articles time spent

- Origin of errors suspected to go back to January 2016.

Facebook Video competes directly with YouTube

vs

moz.com conducted a comparison study* to find out which performed best with the following outcomes…

Facebook Video competes directly with YouTube

Impressions

Time of video plays (including Autoplay)

Quality time watched Completed viewsCost per quality view

Is it an “honest mistake” that Facebook positively inflated it’s Duration of video metric?

…but Facebook Advertising revenue steadily increasing

Would this revenue trend have happened if the vanity metrics had been reported accurately and not overstated?

Twitter has also admitted mistakes!

Twitter’s Android video app inflated videoadvertising metrics by as much as 35%

Reporting and business decisions will shift more towards the Actionable metrics and less based on Vanity metrics.

3. The need for “storytellers” will increase as the market matures

‘WhyshouldIlistentoyou?’

Focused attention is a short-term response to a stimulus that attracts attention.

The attention span for this level is very brief, with a maximum span, without any lapse at all, that may be as short as 8 seconds

“An insight is only as valuable as the action taken

because of it”

The art of effective communicationor “storytelling”

1. Know your audience

2. Talk in a language where they “get it”

“Your page has a 95% bounce rate!”

“For every 100 people that visited your page,95 of them had a look…then left”

“95% of traffic to your page had no further interaction with it!”

“95 out of a 100 people to your page hada one-night stand with it!”

Digital Analytics is still within it’s infancy in New Zealand - but definitely growing!

Generally, looking to grow their online business beyond a “media-only” play

Businesses will look towards Analytics to

make their media / investment “work harder”

The need for

“storytellers”

within the world of digital analytics will become vital as the industry

grows

1. “Digital Analytics” (singular-channel) will, over time, transition to become more “Analytics” (multi-channel)

2. Reporting & business decision will be based on Actionable metrics, with less reliance on Vanity metrics

3. The need for “storytellers” will increase as the market matures

Here’s the gist…again!