|DAIS 2012 | Source: DAIS|
Back in school, I never enjoyed Mathematics but always found logic and reasoning exciting as it challenged my mind to think and reconstruct the event as it may have happened. My earliest association with analytics started through video games. I started playing Age of Empires when I was in Class VIII and within a week I got addicted to it. I was totally crazy about it!
Age of Empires | Source: Softedia
|DAIS, 2012 - Bengaluru|
DAIS, 2012 - Every Number Has a Story to Tell
What do Formula F1, Farmville, AngryBirds have in common? Think. Has it ever occurred to you what all a Formula F1 team does to get that 'edge'? A lot! It's not only engineering, maintenance and branding that goes into building a great car. Today, a lot of data is used to improvise a car's performance. What speed should they travel at? Where on the track should they turn? How the competitor car manages to drive faster? On the grand prix, every team's aim is one - to increase the straight lane driving time and to quickly get through with the turns which in turn allows you to drive faster. How does all of this happen? Through some smart brains working behind the scenes. Through Digital Intelligence. That's Joseph Stanhope (Follow @joestanhope), a Senior Analyst at Forrester Research with his awesome keynote for you!
|Joe | Source: Maxymiser|
Forrester defines Digital Intelligence as:
The capture, management, and analysis of data to provide a holistic view of the digital customer experience that drives the measurement, optimization, and execution of marketing tactics and business strategies.
On his blog, Joe writes that digital intelligence is a 'framework' that covers the breadth of data, analysis techniques, and delivery of insights to support decision making in the complex digital environment in which we operate. It is the next natural evolutionary stage in web analytics, building on our hard-won experience and capabilities while putting us into position to succeed in the future.
|Evolution of web analytics | Source: Joseph Stanhope's Blog, Forrester|
Today the website is a part of the bigger digital ecosystem and as Marketers we need to account in all the components involved in a customer's digital journey during our analysis. I liked what Joe said (and mentioned on his blog too).
One challenge that most of the Digital Marketers face today is - how to go about it? Where to start? What to measure?, etc. There seems to be so much available, yet one finds it difficult to decide where to begin with? Don't worry, it happens with everyone and I liked that Joe touched this aspect in his keynote. He explained the importance of a well defined digital intelligence roadmap which divided the plan into five components.
Digital Intelligence Roadmap:
- Customer experience
- Business objectives
- Key Performance Indicators (KPIs)
- Cross-channel interaction
- Privacy & Compliance
- Measurement & Analytics application
- Data collection
- Data hub
Personally, I felt Joe's keynote took me back to the Age of Empires game where you were required to connect the dots in order to view things more holistically. It's very important to see the bigger picture and align our analytic capabilities to optimize customer experiences. I will be following Joe's research closely to stay updated.
Apart from the keynote, we had some interesting presentations by Adobe and two panel discussions on 'What is the secret sauce to successful cross-channel analytics?' and 'Data-driven marketing & optimization - key tactics'. As the amount of knowledge shared was immense, I decided to make a story out of the live tweets during #DAIS2012 (you will find it below). We were told that there more than 1500 tweets for the event and it trended #1 in Bangalore, #2 in India and Chennai - pretty impressive for an Indian event. Here's a round-up of the takeaways:
- Marketing and E-commerce groups tend to own the analytics group. Need to identify touch points and make smarter decisions
- Digital intelligence is data agnostic, customer-centric, actionable, intelligent, distributed, and it should be at the right time
- Digital intelligence evaluates complex user experiences against business goals
- Digital intelligence is rear-mirror viewing (predictive analytics)
- Social Media is more of advocacy than about conversion. Objective is awareness and it indirectly leads to conversion of a channel
- Sentiment analytics is useful for social media impact
- KPI's for different channels should be engagement and customer satisfaction
- Cross-channel analytics - define the dimensions, look out for attributions
- Multi-channel analytics integrates contextual analytics which helps in decision making
- Analyse behavior to deliver better customer experiences online and improve the way they support the complex journey of customers
Someone asked me "Was the symposium worth attending?" I just relied "Why not? It's an eye-opener and enabled me to become aware of the various options one has as a Digital Marketer. This will definitely cultivate my thinking process and help me improve my approach towards digital analytics." DAIS 2012 allows me to look at data from a different perspective as every number has a story to tell! As Marketers, our challenge is to capture insights, convert them into better stories, and give our customers a better experience. I guess, this tweet sums it up:
Stories are just data with a soul. ~Brene Brown
— Natasha Badhwar (@natashabadhwar) June 9, 2012
You can also see the story on Storify at storify.com/arifkhan7/dais2012. And, if you want to stay connected, then do subscribe to my Storify page at storify.com/arifkhan7. I would like to hear your thoughts on digital intelligence, and how you use analytics for marketing effectiveness? If you have something more to add, then feel free to comment below.