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Enabling Data-Driven Organizations with Digital Analytics Maturity
© 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 2
Let’s talk about…maturity
A marketing department walks onto a plane…
© 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 4
It’s not looking good
Percent of CMOs reporting underpreparedness
© 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 5
It’s not looking good
Percentage of projects using marketing analytics in companies
© 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 6
So how do we fix this?
Governance
Tools/technology
Process/methodology
Objectives
Team & People
Scope
• Throw money at it!• Throw people at it!• Support it organization-wide!• Institutionalize it!• Define it!• Chart a realistic path!
© 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 7
1. Management, governance & adoption
What is the highest job title with accountability for online performance measurement against business objectives?
You might be a “zero” if…
“Wait, slow down…you’re telling me
we have a website???”
Governance
Tools/technology
Process/methodology
Objectives
Team & People
Scope
© 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 8
1. Management, governance & adoption
What is the highest job title with accountability for online performance measurement against business objectives?
5. Implicit throughout the organization4. CxOs3. Senior manager, VP2. Director or team lead1. Project Manager0. Nobody
Governance
Tools/technology
Process/methodology
Objectives
Team & People
Scope
© 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 9
Objectives
What is the objective of your current analytics program?
You might be a “zero” if… Governance
Tools/technology
Process/methodology
Objectives
Team & People
Scope
© 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 10
2. Objectives
What is the objective of your current analytics program?
5. Reinventing the business4. Business optimization3. eBusiness optimization2. eMarketing optimization1. Task list0. Yet to be defined
Governance
Tools/technology
Process/methodology
Objectives
Team & People
Scope
© 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 11
3. Scope
At what level does data and analytics play within your organization?
You might be a “zero” if… Governance
Tools/technology
Process/methodology
Objectives
Team & People
Scope
© 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 12
3. Scope
At what level does data and analytics play within your organization?
5. Beyond online to offline4. Online ecosystem3. Single channel2. Specific activity/sector1. The HiPPO game0. Improvising/ad hoc
Governance
Tools/technology
Process/methodology
Objectives
Team & People
Scope
© 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 13
4. Team & expertise
How does your organization structure its data and analytics resources & teams?
You might be a “zero” if… Governance
Tools/technology
Process/methodology
Objectives
Team & People
Scope
© 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 14
4. Team & expertise
How does your organization structure its data and analytics resources & teams?
5. Empowered business users4. Multidisciplinary team3. Distributed team2. Full time analyst1. Project team or part time analyst0. No dedicated resources
Governance
Tools/technology
Process/methodology
Objectives
Team & People
Scope
© 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 15
5. Process & methodology
How do you identify problems & opportunities, develop hypothesis, analyze and provide insight?
You might be a “zero” if… Governance
Tools/technology
Process/methodology
Objectives
Team & People
Scope
© 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 16
5. Process & methodology
How do you identify problems & opportunities, develop hypothesis, analyze and provide insight?
5. Agile organization (off/on-line)4. Agile (online)3. Proven methodology2. We have our own methodology1. My own way0. No methodology
Governance
Tools/technology
Process/methodology
Objectives
Team & People
Scope
© 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 17
6. Tools & technology
How sophisticated is your use of tools and technologies?
You might be a “zero” if…Governance
Tools/technology
Process/methodology
Objectives
Team & People
Scope
© 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 18
6. Tools & Technology
How sophisticated is your use of tools and technologies?
5. CRM, Predictive analytics4. Multiplicity, merging data,
MVT, Behavioral Targeting, Lifetime Value
3. Segmentation, merchandising, A/B,campaign opt., personas, KPI alerts
2. Defined outcomes/KPI/dashboard1. Out of the box: clickstream analytics0. TBD
Governance
Tools/technology
Process/methodology
Objectives
Team & People
Scope
© 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 19
Connect the dots!
Governance
Tools/technology
Process/methodology
Objectives
Team & People
Scope
© 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 20
Where do we go from here?
1. Set realistic goals
© 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 21
Where do we go from here?
1. Set realistic goals2. Balance is more important than a high score
© 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 22
Where do we go from here?
1. Set realistic goals2. Balance is more important than a high score3. Take an online assessment to see where you stand
Bit.ly/oamm
© 2014 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 23
Where do we go from here?
1. Set realistic goals2. Balance is more important than a high score3. Take an online assessment to see where you stand4. Have a drink
Thank you!
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