Un-Summit 2017Understanding Consumers Through Data

Innovation

Sr Analyst at Mirum

@5ftdynamite@Mirum_US

Rachelle Maisner

What does your customer look like?

@5ftdynamite

When you think about this question, what’s the first thing that you do? If you’re like me, an analyst, we immediately turn to data. We probably have all kinds of clever ways of describing our customers by using data, through the reports that we generate and the smart segments that we build, and we can answer all types of questions about acquisition, and behavior and conversions. But don’t you think we kinda loose sight of something?

Do we often forget that the source of that data is actual people? I mean, when’s the last time you met a real-life customer face to face? My guess is that this doesn’t happen very often for most of us. And when it’s easy to get lost in our data, in the multitude of data sources and reporting tools and metrics, I am reminded of this quote from Avinash…

Obsess aboutindividual humans!

@5ftdynamitewww.kaushik.net/avinash/cookies-to-humans-implications-identity-systems-incentives/

And so, in order to get to know our customers better through

data, there’s always work to be done. There is no such thing as a perfect measurement strategy,

we must always be evolving. We must innovate.

innovation

http://books.google.com/ngrams

@5ftdynamite

Innovation is becoming a popular term. Just take a look at this Google Ngram chart for the word “innovation” in US literature. Since about 1940, people have been mentioning “innovation” in books more and more every decade.

“I have the tools and resources toimplement innovative data solutions”

Disagree

Disagree

Agree

Agree“My organization is readyfor data innovation”

THE KNOWCompleteness of vision

THE HOWAbility to execute

Group Activity!

AcademiaBusinessAnalysts

Un-Summit attendees participated in a group exercise to inform how our industry evaluates data innovation. Each attendee put a dot on the scatter plot according to how much they agreed/disagreed with these two statements.

Attendees also indicated their role by using this color-coding

GOLD

STAR UN-

SUMMIT!

in·no·va·tionnoun

@5ftdynamite

a new product, idea, or process

I have the suspicion that the word “innovation” might be a little intimidating. When we are asked to innovate, it may seem like we’re being asked to create a great disruption, or some kind of huge shift in the way we work. But the word “innovation” simply means a new product, idea or process. It just means doing things in a new way. That’s all. Big ideas, big changes, those are hard to do. Instead, when it comes to innovation– why not try taking a small step?

Success is a series of small wins

@5ftdynamite

It’s much easier to take baby steps than to make a huge change all at once. Not to mention, it’s easier to get buy in from stakeholders who may be afraid of change when you work in small ways. Small, incremental progress can lead you to great places.

3 ways to innovate TODAY to better understand your consumer

@5ftdynamite

So I want to give you three small ways that you can begin to innovate to better understand your consumer, and these are all things that you can take from this conference and get started on immediately.

1) Visualize your current data in a new way

@5ftdynamite

zmatthews@tableau.com

• Easy to do, start with your current data set

• Get rid of crosstabs, aka tables of data aka data pukes

• Try a dashboard creative review with a few coworkers who have never seen that dashboard before

2) Find new connections in your data

@5ftdynamite

Mouseflow

Push Session ID

Data Layer

Google TagManager

Pull Session ID

Send Session IDSet Session ID

via Data Variable

GoogleAnalytics Qualaroo

• In this example, a Mirum client had three tools implemented individually. We found a way to connect them through a common session ID for a more holistic customer view

• Identify all the data available about your consumers, and find a way to stitch those data sources together to unlock greater insight

3) Put your data to work in new ways

@5ftdynamite

•Personalization•Activation•Automation

The three “-tions” can help make experiences more relevant to the consumer and/or create efficiencies in your workflow, allowing you to invest in innovation elsewhere. Even if you can’t do this overnight, the one thing you can do right now is start a project brief. Check out my template.

3 ways to innovate TODAY to better understand your consumer

1)Visualize your current data in a new way2) Find new connections in your data3) Put your data to work in new ways

@5ftdynamite

If we obsess about individual humans, and always work to evolve our measurement strategies, we can make progress into better understanding consumers through data innovation.