Embracing a Data-Driven Culture
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1) The document discusses embracing a data-driven culture by overcoming seven roadblocks: lack of requirements and objectives, lack of resources and expertise, working in silos, lack of standardized training, poor communication, poor reporting, and lack of accountability. 2) It provides tips for overcoming each roadblock, such as defining requirements and prioritizing objectives, committing resources and expertise, promoting cross-functional support, providing level- and role-based knowledge transfer, effective communication, establishing a reporting roadmap, and dealing with accountability issues. 3) The key takeaways are to document a data/measurement plan, understand your internal audience, go after small wins first, report on what matters most to
Embracing a Data-Driven Culture
- 1. Embracing a Data-Driven Culture Feras Alhlou, @ferasa Principal Consultant & Co-founder E-Nor, Inc.
- 2. Agenda • More Data Than Ever • Bridging the “Data to $$$” Gap • The Seven Roadblocks
- 3. • Husband • Father (3 Children) • Principal Consultant/Co-founder: Santa Clara/LA/NY/Tampa/Brussels • Volunteering, Reading, Skiing & Martial Arts
- 4. Source: SAS Big Data Meets Big Analytics Whitepaper
- 5. Data-Driven Decision Culture “To help companies move from just having lots and lots of data to creating cultures where decisions are made not on gut-feel, or the proverbial seat of the pants, but rather based on data.” Avinash
- 6. Bridging the “Data to $$$” Gap $$$ Action Insights Reports Data
- 7. Digital Optimization – What Does It Take? People Process Technology
- 8. Digital Optimization Pillars Source: WebTrends Digital Marketing Maturity Model (DM3)
- 9. 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!
- 10. 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
- 11. Path to Success – Tip #1: Define Requirements and Prioritize Objectives
- 12. 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
- 13. 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
- 14. It Takes Time, But It Pays Off!
- 15. Roadblock #3: Working in Silos • Marketing • IT • Product Mgt • Creative/UX • Support • Business • Sales
- 16. Path to Success – Tip #3: Cross-Functional Support is a Must • Incorporate web analytics elements into business processes • Socialize the value • Win-Win-Win
- 17. Help Me Help You!! Data Speaks Louder Than Opinions Then Monetize!!
- 18. Roadblock #4 - Standard Training • One size fits none
- 19. 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
- 20. Roadblock #5: Lack of Communication • Canned reports are emailed • Not speaking the executive talk • Success is not celebrated
- 21. Path to Success – Tip #5: Effective Communication • Up and Down • A lot • Storytelling • Internal Case Studies – Low Hanging Fruit
- 22. Roadblock #6: Reporting & Data Pukes • No Context • One size fits all • “Set & Forget”
- 23. Path to Success – Tip #6: Reporting Roadmap • Outcomes • One size fits none! – Content – Format – Frequency • Disseminate based on role, level, preference of stakeholders
- 24. Web Data Challenge Unqualified Leads: 86%!!
- 26. Roadblock & Path to Success #7: Accountability • Accountability ---> Fear – Deal with it before sending reports
- 28. Move The Needle
- 29. 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
- 30. 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