A day in the life of a digital analyst

We want to know if the new concept/campaign is having a good start and how the audience is responding to it." "And what if they’re not?" / CHAPTER 1 / A DAY IN THE LIFE OF A DIGITAL ANA

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A DAY IN THE LIFE

OF A DIGITAL ANALYST

BY JIM STERNE

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AT INTERNET / WHITE PAPER

ABOUT JIM STERNE

Jim Sterne is an international consultant who focuses

on measuring the value of the Web as a medium for creating and strengthening customer relationships

Sterne has written eight books on using the Internet for marketing, is the Founding President and current Chairman of the Digital Analytics Association and produces the eMetrics Summit and the Media Analytics Summit

/ ABOUT JIM STERNE

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Introduction 4

Start of a new day 5

Chapter 1: First Interruption: Advertising 6

Chapter 2: Second Interruption: Product Marketing 12

Chapter 3: Third Interruption: Product Merchandising 15

Chapter 4: Fourth Interruption: Customer Experience 19

Chapter 5: First Actual Meeting: 22

Lunch with the New CMO SUMMARY

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Our solutions are designed to help crystallise insights, enabling you to answer these questions with a confident

"yes." Intuitive and fully customisable, our tools let everyone

at your company access, visualise and share the specific data they need, right when they need it The result? More agile, effective, intelligent decisions

In this white paper, renowned digital analytics expert Jim Sterne explores how different teams might use AT Internet’s tools to go beyond the data and make truly agile business decisions Step into the shoes of John – a digital analyst on

a mission to ask the questions that truly matter – and learn how to awaken decision-makers company-wide to the power

of real-time, flexible data

/ INTRODUCTION

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START OF A NEW DAY

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"Hey, John Sorry to pop in unannounced but I was sent to get the first trends of the new campaign on our fives top sites We started it yesterday with our top ‘sponsors’ We’ve got this meeting this afternoon and we really need to show that display ads on identified websites are performing."

"Good morning, Andrew Nice to see you I hope you had a nice weekend."

"I, well, yes Uhm, thank you and, uh, you too."

"Thank you."

"The numbers?"

"Not this time This time, we’re going to discuss what business decisions you’re making with these numbers and why it’s so important to show those particular ads are better That way, I can actually help your whole team accomplish your goals."

"Well, it’s no big thing it’s just a meeting We want to know

if the new concept/campaign is having a good start and how the audience is responding to it."

"And what if they’re not?"

/ CHAPTER 1 / A DAY IN THE LIFE OF A DIGITAL ANALYST

JOHN

"We want to know if the

new campaign is having

a good start and how the

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"Well, then We might stop it sooner after giving it a try for

a few days Depends on the results Actually what we are expecting is that the KPIs are above the average so we can justify extending it to more sponsors That’s the second step

of the campaign plan Can you show me those numbers?"

"Certainly What was the campaign label?"

"We didn’t get the chance to label it."

"I see Tell me something Last night, did that 2012, blue Peugeot drive by this office faster than the 2013, green Citroën?"

"What? I’m sorry I didn’t I wasn’t "

"My point exactly You want to know how well your ads performed after the fact, but you didn’t ask us to track them."

"But we only had an hour to get that ad delivered and it would take days for the 20 sponsors to add the tag "

"You know, you can do that tagging thing yourself We can show you how to create your own tags and make sure nothing leaves the building without one and then we can give you all the results And fortunately, AT Internet, that’s our digital analytics tool, has this great feature called the Data Manager This is one of those tricky situations where

it can save the day You sent that banner ad to 20 partners and I can, right here, integrate a custom source for the 20 different referrers."

Fill in the referer URLs

JOHN

"You can do that tagging

thing yourself We can

show you how to create

your own tags And then

we can give you all the

results."

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"So here’s exactly what you were looking for But for next time, we have a very straightforward process for tagging anything we put out there so we can track it and tell you how well it did."

"But if we only have an hour to "

"Then you’ll have to squeeze in another fifteen seconds to get the right tagging in place."

"Fifteen seconds? And I can do that?"

"But we’ve got so many requirements from publishers Sometimes it’s JavaScript or in an iFrame and sometimes they use different adservers like DART, and then we’ve got all the search engines."

"Yes, we can handle all of that See, the thing I’m trying to explain is – if you will take just a moment to put the tags onto whatever promotion you’re running – we can manage all the data collection and report generation

Just need to push it live

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That means you and I can talk about what you’re trying to get out the other end rather than spending all this time on the minutia of tagging So now, let’s shift this conversation a little What do you want to know about your campaigns?"

"Like I said, we need the regular campaign KPI for each of our five websites and the details per sponsor, and then need

to compare it with the sales of the promoted product as well

as the ‘side effects’ on other products "

"Why?"

"I beg your pardon?"

"What do you hope to learn from those particular numbers?"

"Well obviously, we want to know which ads are doing better when shown on which websites or networks."

"The campaign optimization is mainly based on campaign performance comparison Do you use other metrics and analyses feeding the optimization?"

"Where is this going?"

"My question exactly There’s a lot of interesting behavioral and contextual information that can help you leverage your campaign globally For instance, if we look at the timing, here, you see that generally all the navigation and content consumption is happening during the day, but if we add the conversions, we see they’re mostly made in the afternoon or

"There’s a lot of interesting

behavioral and contextual

information that can

help you leverage your

campaign globally."

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"That’s interesting! Especially for basket abandonment, special offers and all the campaigns we’re running to accelerate the purchase process and "

"And there is a lot more to dig into and get, but for that

we have to get away from the Emergency Tagging thing Basically, you want to know which ads are getting the most attention, bringing the most people back to our landing pages, encouraging the most engagement with our website and eventually causing more people to buy stuff so you know where you should spend your advertising budget next time, right?"

"Yes, of course."

"Great! Let’s focus on that end of the conversation instead of

on the bits and bytes First, let’s map out your next campaign and together, we’ll set up the tracking, the reporting, the dashboards and the majority of the work we do will be in place for next time And, our system is flexible enough to accommodate all the weird things that happen in real life, like grabbing data from a live event on a tablet or tweaking our dashboards on the fly."

"Can you come to our meeting this afternoon and explain "

"Explain why I didn’t just give you the numbers your boss wanted? Sure, but I’m going to send Margaret instead She’s our liaison to your department and you’ll be working directly with her She can walk your whole team through insight creation and data-driven business decision-making, and sign

up the right people for do-it-yourself tagging training I’ll let her know."

all the weird things that

happen in real life."

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"That would be great."

"Glad I could help Now, if you’ll excuse me, I see the head of Product Marketing wants a word Come on in, Michael "

JOHN

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"Right And I see you didn’t respond to my question about your request."

"You mean your snide, ‘Why do you want to know?’ I want to know so I can do my job!"

"Oh dear I’m so sorry I meant that question in the best way possible – really Please have a seat and let me explain What

I wanted to know was this: What is the end game? What are you really trying to learn when you ask for those numbers?"

"Well, if I know which promotions are driving the most pageviews then I can do more of those types of promotions."

"Right But when you’re counting pageviews, what are you really after? What is it that pageviews represent?"

"Oh, I see what you’re saying I’m trying to figure out which of our product launches in the past two weeks are generating the most interest We’re only going into production on half of them so I need to know which are the most interesting to the public."

JOHN

CHAPTER 2:

"What is the end game?

What are you really trying

to learn when you ask for

those numbers?"

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"Let me show you how easy it is to pull solid information out of our system so we can refine the question Pageviews won’t inform you about sales Pageviews per product may

be interesting to get a view of the global interest in the product, but we can reveal some interesting phenomena if

we overlay that indicator with the click-to-basket rate and the conversion rate per product."

"Yeah, but the last time I asked for that, it took days."

"Not any more I just drag and drop this, and then drag and drop this, and here it is We can call this first group Popular But Non Seller People are really after those products – there’s a huge number of pageviews but almost no conversion So we have to figure out what’s blocking sales Is

it uncompetitive pricing? Delivery time? Negative feedback?"

"OK, I know who can chase that down for me."

"Then you have Missed Best Sellers These products have impressive conversion rates but really low pageviews These are the ones you have to promote and really push in your merchandising They just need more exposure Or try to see how to help people find those products more easily Is it a wording or search engine problem, or maybe we didn’t list them on affiliate sites?"

Popular but non seller Missed best sellers

JOHN

"THE LAST TIME I

ASKED FOR THAT,

IT TOOK DAYS."

"The last time I asked for that, it took days."

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"OK, wait This is great but I have to run Is there some way I can access this report, just like you have it now?"

"Sure Like this here it is I just integrated it into your current dashboard Look over these numbers but come back next week and we can examine more interesting aspects like the profitability per product."

"Thanks We’ll talk more This is going to be really useful I can’t wait to tell Melissa in product merchandising, but I have

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THIRD INTERRUPTION:

PRODUCT MERCHANDISING

"I feel like I should have been in this meeting Product marketing and product merchandising should be looking at the same info at the same time, right?"

"That’s a really good idea In fact, it’s crucial! I can manipulate the data but only those responsible for getting the work done can really understand what it means I can point things out, but it’s the synergies between the right people and the data that make the magic happen."

"Well, I don’t need magic at the moment, I just need to know how long it’ll take to find out what’s selling in the stores compared with what’s selling online."

"Not long at all But if you tell me the question behind the question, I can come up with some useful insights."

"That would be great Now that we’ve changed our strategy

JOHN

CHAPTER 3:

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"I’ve been in this business for a long time and the one thing

I know for sure is that my guesses are wrong about as often

as they’re right, and the only reason I’m still in this business

is that I can quickly change my mind when I’m wrong I want

to know what’s actually happening instead of flipping coins

"A lot more?"

"Whatever I can get If store sales are down and online sales are up in the same location for all our product lines then I assume the weather is bad Can we correlate weather data

to our online behavior and in-store sales figures?"

"Yes."

Gender Age Revenue Education Household

Age

Revenue Gender

JOHN

"Can we correlate weather

data to our online

behavior and in-store

sales figures?"

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"And segment our customers by age, location, hobbies and topics of interest?"

"We have relationships with third-party data brokers and can segment by gender, size of household, employment status, income, number of kids in the house, stuff like that

We integrate sociographic and demographic data made up

of nearly 100 criteria per profile just based on anonymous surfing habits And I can set up periodic reports or give you a dashboard once we settle on what view works best for you."

"OK, good But dashboards are good for sales or finance, not for me Oh, sure, I want to be notified if something goes haywire, but what I really want is to have the keys and drive the data myself."

"OK, you just made me very happy Jessica is your department liaison I’d like to set up a one-hour, initial training session and then weekly meetings so you can get to know how to bend the system to your will."

"I’ve done this before and frankly, I find it too frustrating."

"Really? Why?"

"Twice, I’ve spent hours learning about system limitations instead of learning how to make it answer my questions ‘We don’t have a variable for that,’ or, ‘That tag was implemented the wrong way and we didn’t collect that data,’ or, ‘We can only show that sort of thing on a monthly basis.’ Really frustrating."

"Wow, you really have been down this road before, haven’t you? Those are the exact reasons why we chose AT Internet

We can correct tagging mistakes without tearing everything apart and starting from scratch We can create our own custom variables and there’s no limit And it’s pretty near real time so you won’t wait a month or even a day to see up-to-date data Look at this dashboard we just put together This is what the CEO sees, and here is a much more detailed

JOHN

JOHN JOHN

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