The cult of analytics / Steve Jackson, Quru / Next 2016

Change management tactics to create a data driven culture

CULT OF ANALYTICS

3 Copies For Questions Where do you want to be? My first case What’s the hard part? Where are you? Q&A

WHERE YOU WANT TO BE…

YOU’VE MADE THE INITIAL INVESTMENTS

YOU’VE TAKEN THE TIME TO LEARN HOW ANALYTICS HELPS YOU ACHIEVE YOUR OBJECTIVES

YOU UNDERSTAND WHAT THE RETURN ON INVESTMENT IS

YOU’RE MAKING MONEY

Cost line

Profit line

Time

You Are

Here

OrganisationalReadiness

THE STEPS TO GET THERE

1) JUST STARTING OUT2) A FEW PEOPLE KNOW THEIR STUFF AND

ARE TRYING STUFF OUT3) YOU REGULARLY USE DATA TO PROVE

YOUR IDEAS HAVE MERIT ACROSS THE BUSINESS

4) THERE ARE SYSTEMS, QUALITY CONTROLS AND WAYS TO DO THINGS THAT DRIVE VALUE ON A DAILY BASIS

5) YOU’RE LIKE AMAZON

1 Ground zero

2 Test & play

3 Insight

4 Systemisation

5 The Cult of analytics

Time

OrganisationalReadiness

MY FIRST CASE

WHEN I GOT LUCKY

Voucher Code from Newspaper

7 Newspaper websites

1 form1 error

MY FIRST CASE

1) PREVIOUS CONVERSATION’S (INFORMATION)

2) WEBTRENDS 3.53) MY FIRST CONVERSION RATE4) THE SITE WITHOUT THE VOUCHER FIELD

HAD 5 TIMES AS MANY CONVERSIONS5) 60% VISITORS WERE FROM ABROAD THAT

HIT THE FORMSAint the way back machine great?http://webtrends.com in 1999

MY FIRST CASE

1) IT WAS ALL PART OF MY CUNNING PLAN2) WE WEREN’T SERVING OVERSEAS

VISITORS WELL3) LOCAL MARKETING EFFORT WAS POOR ROI4) AD REVENUE WAS MUCH HIGHER ROI5) PROCESSING CREDIT CARDS WAS AN IDEA

THE WEB TEAM GOT BEHIND

MY FIRST CASE

1) GETTING BUY IN2) RUNNING THE TESTS 3) PROVING THE CASE4) EXPLAINING IN CLEAR LANGUAGE5) THE WIN WAS IN PLACE

Jargon free blah blah blah!

My first caseThis was what I didn’t know had just happened

UrgencyLed top

downVision Comms Actionabl

eQuick Win

Continuous organisatio

nalImproveme

nt

Routinely used

Kotter change management model

Urgency in the Print Industry The biggest fear that newspaper managers have about the Internet is that electronic competitors such as Microsoft's Sidewalk and CarPoint might steal away advertising, especially classified. AJR, (American Journalism Review) May 1999

MY FIRST CASE

THERE WAS A MODEL THAT HAD ALSO (ALBEIT ACCIDENTALLY) FALLEN INTO PLACE

Editors

IT Team

Fulfillment

Ad Sales

Goals

The Hub and Spoke Model

MY FIRST CASE

1) WE STARTED AT GROUND ZERO2) WE MOVED TO TESTING AND PLAYING3) WE INADVERTENTLY BUILT THE

FRAMEWORK TO GAIN INSIGHTS AND CREATE A SYSTEM

1 Ground zero

2 Test & play

3 Insight

4 Systemisation

5 The Cult of analytics

Time

OrganisationalReadiness

WHATS THE HARD PART?

1) URGENCY DOESN’T EXIST2) MANAGEMENT BUY IN ISNT THERE3) VISION BEYOND MEASUREMENT4) COMMUNICATION IS POOR5) NO ACTIONS RESULT FROM REPORTING6) NO WINS ARE FOUND OR SHARED7) RESULTS IN NO IMPROVEMENT OR

ROUTINE

€ + $ + £ = URGENCY

WHATS THE HARD PART?

1) URGENCY DOESN’T EXIST2) MANAGEMENT BUY IN ISNT THERE3) VISION BEYOND MEASUREMENT4) COMMUNICATION IS POOR5) NO ACTIONS RESULT FROM REPORTING6) NO WINS ARE FOUND OR SHARED7) RESULTS IN NO IMPROVEMENT OR

ROUTINE

Stop calling your boss a hippo

WHATS THE HARD PART?

1) URGENCY DOESN’T EXIST2) MANAGEMENT BUY IN ISNT THERE3) VISION BEYOND MEASUREMENT4) COMMUNICATION IS POOR5) NO ACTIONS RESULT FROM REPORTING6) NO WINS ARE FOUND OR SHARED7) RESULTS IN NO IMPROVEMENT OR

ROUTINE

VisionOur vision is to be earth's most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.

Creating value for customers, to earn their lifetime loyalty

We help people trade practically anything on earth

WHATS THE HARD PART?

1) URGENCY DOESN’T EXIST2) MANAGEMENT BUY IN ISNT THERE3) VISION BEYOND MEASUREMENT4) COMMUNICATION IS POOR5) NO ACTIONS RESULT FROM REPORTING6) NO WINS ARE FOUND OR SHARED7) RESULTS IN NO IMPROVEMENT OR

ROUTINE

No Jargon

Don’t say this…..

Our conversion rate is 1.5% and our bounce rate is 51%.

We drove 100,000 visitors at a cost per visit of €0.40.

Our average order value is €350 and our cost per acquisition is €26.66.

Say this…..

Last month our website made €525,000 revenue with profit after costs of €38760.

Our big problem is we wasted €20K of our advertising spend. Our ROI could be much improved.

We need to test our offers

WHATS THE HARD PART?

1) URGENCY DOESN’T EXIST2) MANAGEMENT BUY IN ISNT THERE3) VISION BEYOND MEASUREMENT4) COMMUNICATION IS POOR5) NO ACTIONS RESULT FROM REPORTING6) NO WINS ARE FOUND OR SHARED7) RESULTS IN NO IMPROVEMENT OR

ROUTINE

Do or Do NotThere is no try (Yoda)

MEASURE ANALYZE

TESTOPTIMIZE

WHATS THE HARD PART?

1) URGENCY DOESN’T EXIST2) MANAGEMENT BUY IN ISNT THERE3) VISION BEYOND MEASUREMENT4) COMMUNICATION IS POOR5) NO ACTIONS RESULT FROM REPORTING6) NO WINS ARE FOUND OR SHARED7) RESULTS IN NO IMPROVEMENT OR

ROUTINE

There is ALWAYS something you can improve

+ + = €

WHATS THE HARD PART?

1) URGENCY DOESN’T EXIST2) MANAGEMENT BUY IN ISNT THERE3) VISION BEYOND MEASUREMENT4) COMMUNICATION IS POOR5) NO ACTIONS RESULT FROM REPORTING6) NO WINS ARE FOUND OR SHARED7) RESULTS IN NO IMPROVEMENT OR

ROUTINE

Forming habits makes routines

Sep Oct Nov Dec

WHERE ARE YOU?

1) GROUND ZERO2) TEST AND PLAY3) INSIGHT4) SYTEMISATION5) THE CULT OF ANALYTICS

What do you do next?

1 Ground zero

2 Test & play

3 Insight

4 Systemisation

5 The Cult of analytics

Time

OrganisationalReadiness

WHERE ARE YOU?

1) GROUND ZERO2) TEST AND PLAY3) INSIGHT4) SYTEMISATION5) THE CULT OF ANALYTICS

What do you do next?

1 Ground zero

2 Test & play

3 Insight

4 Systemisation

5 The Cult of analytics

Time

OrganisationalReadiness

WHERE ARE YOU?

1) GROUND ZERO2) TEST AND PLAY3) INSIGHT4) SYTEMISATION5) THE CULT OF ANALYTICS

What do you do next?

1 Ground zero

2 Test & play

3 Insight

4 Systemisation

5 The Cult of analytics

Time

OrganisationalReadiness

WHERE ARE YOU?

1) GROUND ZERO2) TEST AND PLAY3) INSIGHT4) SYTEMISATION5) THE CULT OF ANALYTICS

What do you do next?

1 Ground zero

2 Test & play

3 Insight

4 Systemisation

5 The Cult of analytics

Time

OrganisationalReadiness

WHERE ARE YOU?

1) GROUND ZERO2) TEST AND PLAY3) INSIGHT4) SYTEMISATION5) THE CULT OF ANALYTICS

What do you do next?

1 Ground zero

2 Test & play

3 Insight

4 Systemisation

5 The Cult of analytics

Time

OrganisationalReadiness

Q & Aa part of

quru.fi sek.fi

Steve Jacksonsteve.jackson@quru.fi

@blackbeak+358503435159