Analytics.it’s not about the

numbers*Brought to you by Andrew Scott

November 2013

* it is a little bit

• https://www.vizify.com/andrewjhscott/

• http://uk.linkedin.com/in/andrewjhscott/

• @techtranslated

• @digitalmktfs

Andrew Scott

What is it all about?

Focusing on the right activities

But first we need to understand the journey

Sharing agreed, actionable insight with decision makers

If it’s not about the numbers…

1.Objectives and KPIs

ObjectiveHow

How

KPIs

KPIs

KPIs

KPIs

The journeyA D E

Z

X

B

C

F

Spreadsheets

Campaigns

Raw

data

Long discussions (aka arguements)

Email

Reports

Powerpoint+

The journey take IIOb

jectiv

es

KPIs

Meas

ures

Build

re

ports

Shar

eAg

ree

Insigh

t

Pres

ent

Visu

al da

taDi

scus

sAc

tions

Impr

ove

outc

ome

s!

2.Collaborate1. Agreed objectives

2. Transparent data

3. Dialogue

4. Insight!

Digital Marketing

Advertising =

3.Insight & action

0

1

2

3

4

5

6

7

8

98.2

6.5

1.4 1.2 1.2 1.2

InsightLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam.

Actions• Lorem ipsum dolor sit amet• Lorem ipsum dolor sit amet

4.Present - Visual data75%

50%

70%

40%

20%

87% 66% 32%

22

12

66

100

Visual dataipsum dolor sit amet consectetuer

80% ipsum dolor sit

amet consectetuer

60% ipsum dolor sit

amet consectetuer

30%

LOREM IPSUM

LOREM IPSUM

LOREM IPSUM

LOREM IPSUMLOREM IPSUM

LOREM IPSUM

LOREM IPSUM 95%

LOREM IPSUM 73%

LOREM IPSUM 50%

LOREM IPSUM 25%

Critical skills

•Right numbers

•Right insight

•Right actionsRESULTS

Action

Numbers

Insight

THANK YOU.You were listening to Andrew Scott

November 2013